The findings of the SWOT analysis enables me to identify internal strengths and weakness as well as to be aware of potential threats and take advantage of market opportunities. Indeed, consultants are perceived as a cost. Buyers are concerned about hidden costs from cheaper service providers that will become expensive in the long run due to expensive running costs or other higher risks. Gabbitas Education would revitalise, reposition and update itself or even innovate with new products and services to lead or follow customer trends. Yet, priority target segments will favour a unique and holistic selling proposition.
Parents, students, schools and teachers can be reached through a number of channels, both online and offline. The value chain of intermediaries will convey messages, increase visibility to customers and raise backing of key players in the education industry. Marketing communications activities for Gabbitas Education can comprise onsite and online promotion with an emphasis on brand experience and display advertising. Field marketing, organic search, email and mobile marketing are key channels for targeting pupils. The marketing strategy, along with its media buying plan, would need to be integrated across several channels to connect better with prospective customers. The delivery of an integrated marketing strategy will require the use of project management techniques to deliver each element of the promotional mix across various channels: direct and digital marketing; relationship management and social media; advertising, PR and media partnerships; dynamic web content, link-building and viral marketing.
Before we invest every last cent in social media, we need to be aware that ‘traditional online’ channels are by far the most influential.
Marketing communications activities for the educational consultancy services can comprise onsite and online promotion with an emphasis on brand experience and display advertising. Search engine optimasition and road show events are key promotional tools.
What key questions do you have for the agency?Do we require surveying further reference sources, e.g. previous ads, brochures, competitor ads?Do we need supplemental brief / info for a long format, social media, direct response, or new business pitch project?Do we need to define what must be in the communication, and what might be in the communication using the information on audience and market?Do we need to have a greater understanding of client requirements versus client preferences?How can we improve the representation of client's issues, concerns and wishes?
Creative messagesThe advertising and acquisition campaigns will need to be planned across a period of three years per category of product and services (see colour code) to avoid reiteration but ensure an optimal customer experience which would be monitored on a quarterly basis. The retention activities are then organised in line with the advertising. Each stream will follow a distinct story line with individual key messages tailored to specific target audiences and value propositions.Examples of key messages- The motto for the brand advertising could be: “Gabbitas Education: the global experts in British independent education”. - The value proposition for customer retention could be: “Gabbitas can offer a specialist service and individual guidance to you”.
What are the objecives? We want the recipients of the campaign to scan a QR code so they can access a micro site where they will be able to purchase the newly launched Epson AcuLaser CX37 laser printer or any other printers within the range. The advert should entice them to take advantage of the offers and discounts (see above). In the eventuality they don’t already own a smart phone and type a URL link, they will be able to enter a no obligation to buy competition to win one. They should feel that they receive the highest level of service and support, to match the renowned quality of Epson products; that is to be at the forefront of digital imaging technology
How would you expect the media to be split and what type of media, titles, online targeting would you expect to see on the plans?The task of the media planner is to deliver advertising messages through a selection of media that match the viewing and/or reading habits of the target audience at the lowest possible cost. Three set of decisions need to be made about the choice of media, vehicles and schedules. 1 - Choosing media, in combination with attempting to generate synergistic effects is far from easy (e.g. richness, social and utility issues). 2 - Selecting relevant vehicles to carry the message to the target need also to be combined. The medium is the message, as each medium message the recipient in different ways and so contributes to learning in different ways.The learning of past performance and industry indexes:Response index (1/2:122;1/2color:141;fullmono:171;fullcolor:200;inset: 1000)Response index (Mon:87; Tues:139; Wed:104;Thurs:99;Fri:116;Sat:58;Sun:90)Length/% all ad/response: (10’’/9%/42; 20’’/11%/65;30’’/59%/104;40-50’’/9%95;60’’/11%/213) 3 - The strength and weaknesses of each media and the characteristics of the target audience needs to be considered when deciding the optimal media mix. But how many GPRs are required to achieve a particular level of reach and what levels of frequency are really required to develop effective learning or awareness in the target audience?
Printers are perceived as a cost. Buyers are concerned about hidden costs from a cheaper service provider that will become expensive in the long run due to expensive maintenance costs or other higher risks. Thus the rational within the promotion mix to dedicate offers and promotional discounts. For instance, I justify a 15% competitive discount to prompt buyers who already possess a laser printer to switch brand.
The use of the balanced scorecard framework leverages linkage between performances at different stages: (1) financial levels, (2) customer perspective, (3) internal business process, and (4) innovation & learning angles. I can then look at evaluating pipeline performance in order to optimise each marketing channel. Therefore it simplifies new planning, forecasting and budgeting when and where necessary. - To survive: ensure revenue goals per category and geographical zone are achieved;- To succeed: repeat business, build brand equity and enhance marketing channel reach;- To prosper: augment customer experience and grab new business opportunities.Beyond setting and planning the strategy, leadership and managerial challenges would need to be addressed through regular meetings and monitoring of sales levels and marketing activities. Most importantly good communication would be a central point to ensure colleagues are fully briefed and familiar with campaign timelines and budgets which are monitored all the way through to the management team using KPIs that could include boosting qualified web traffic, number of books sold and conversion rates.
To sum-up, my priorities will be:Develop the overall marketing planning and budgeting;Build good working relationships with stakeholders;Agree on Sales and Marketing objectives, price policies and cost structure;Design and distribute all marketing deliverables on time;Evaluate pipeline performance and report to management team.Thank you for listening. And please feel free to ask questions.
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