Marketing plans and strategy
jn2702

Recap
▪ Twitter campaigns
▪ How media organisations utilise
data
▪ How media organisations utilise
real-time opportunities
▪ Social media analytics
▪ Targeted digital advertising
▪ The rise of sentiment analysis
▪ Introducing big data
▪ Introducing content marketing
▪ Introducing SEO
▪ Chunking content
▪ ‘a social media object’
2

today
▪ Begin to consider a
marketing strategy in
practice
!
▪ Map out a strategy’s
various elements
!
▪ Think about frameworks
!
▪ Move this work into
assignment 2 3

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What have we covered so far?
▪ General media markets
▪ Advertising
▪ A raft of media and
marketing theory
▪ Readership and
demographic split
▪ Ps (4, 7) and ABCDEs
▪ Web 2.0
▪ Digital opportunities and
platforms
▪ Digital tracking
▪ Social media
▪ Digital Product development

the assignment
Produce a marketing plan for a media organisation of your choice; analysing a
range of tools and approaches to produce an effective social marketing
campaign that can be placed alongside traditional marketing strategies.
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Marketing Strategy: key elements
▪ Situation Analysis
▪ Product
▪ Objectives
▪ Strategies
▪ Tactics and
implementation
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structure
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Executive summary
situation analysis/background
the users
the product
the strategy
the tactics
implementation

Executive summary
▪ Effectively convey your
organisation, your plan
and its purpose.
!
▪ Ultimately, this is the
pitch and the essential
detail behind your work
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situation analysis
▪ Methodologies: 5Cs, SWOT or Porters Five
Forces
!
▪ Some general questions:
▪ What other products exist in this sector?
!
▪ What is performing well?
!
▪ Where are the product diffusion and
growth trends?
!
▪ Positioning within the sector
!
▪ The future of the sector and how your
‘product’ will fare with various market
forces and external trends
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▪ Future industry trends: a brief overview
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The organisation and product
▪ Background your media client
▪ What does it do, and
what is it good at?
!
▪ Understand its ‘assets’
!
▪ What benchmarks can your
offer to monitor progress
around a new product?
!
▪ How does it drive revenue or
value?
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key
questions
for your
client…
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swot
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Your users
▪ who are your readers/listeners/
watchers?
!
▪ what do they want?
!
▪ when will they want it?
!
▪ consider a buyer persona to
help direct your thoughts
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key
questions
for your
users
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Objectives
▪ what are the key targets
for your strategy?
▪ they could be
▪ sales
▪ subscribers
▪ Advertising increases
▪ reach
▪ new products
▪ and other things too…15

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key
questions
for you
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Strategies
▪ Know you know your objectives,
what are your strategies to get
you there?
!
▪ Think about Ps and ABCDEs as
they can provide a useful
framework
!
▪ A strategy is a broad approach
underpinned by your product,
users and other contributing
factors: for example, a strategy
may be to harness social media
to increase online radio stream
listeners
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key
questions
for you
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Tactics!
▪ These are the specific
measures you will take to
achieve your overall strategies
!
▪ This is where a social media
marketing approach takes
effect
!
▪ tactics example: pushing key
radio programmes at certain
times, in a chatty and accessible
manner, to maximise listeners
over a 24-hour period
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Implementation ▪ Include a variety of detail,
if relevant, of how you’re
going to implement the
plan you’ve constructed
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key
questions
for you
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flicr credits!
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Gideon - Chess
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Adrian Berg - today is the day
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Serious Cat - death star 11
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brickdisplaycase.com - businessman 8833 Legominifigures
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NASA Goddard Space Flight Center - Sample Analysis at Mars (SAM) Media Day
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Cascadian Farm - Reading Product Labels
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elycefeliz - Questions
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Ross - Businessmen
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Kev - Finish line
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elycefeliz - General Montgomery Meigs
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Marco Oliani -Tactics