ARTS & NATURE MARKETING PROJECT OF SHEFFIELDYang yux.docx

ARTS & NATURE
MARKETING PROJECT OF SHEFFIELD
Yang yuxuan(b8047004) Li zedong(b8035381)
Hu xujia(b8047009) Yan Qihan(b8047013) Liang
yaoztu(b8047027)
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1
Microsoft Office 用户 (Office) -
Our company is a professional marketing agency with a lot
successful experience in different marketing area. The company
was found in 1998 and since then we are always be the first
choice of many big company.
About our company
Company

ibaotu.com
Our company is a professional marketing agency with a lot of
was founded in 1998 and since then we are always the first
choice of many big companies.
2
Control & budget of objects.
Baker
The design of the marketing objects
William
The idea of the hook
Jason
Collection of data and information
Frank
The design of the marketing objects
Allen
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02
03
04
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Members
Thanks these members for their contributions

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There are 5 people in our team: Baker, he is responsible for the
control & budget of our objects. Frank, he is responsible for the
collection of data and information that we can use. William and
Allen are responsible for the design of the marketing objects.
And then Jason, he is responsible for the idea of the “hook” .
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Introduction
Situation Analysis
Marketing Communication Objectives
Marketing Communication Strategy
CONTENTS
Marketing Communication Tactics
Action
Control
Reference
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3
7
5
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6
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for this presentation, we will introduce our awesome ideas to
make Sheffield a more popular place. Here is the content, we
will talk about the situation of Sheffield, marketing
communication objectives, marketing communication steategy
and tactics. And the last part is action and control.
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02
Situation Analysis
This part will complete situation analysis of Sheffield.
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W
T
O
S
Lesser culture connotation
WEAKNESSES

1. Development of economy
2. Change in ideology of society
OPPORTUNITIES
Strong tourism competitors around Sheffield, for example
Nottingham and Leeds
THREATS
1. Good geographic position.
2. Strong art atmosphere
STRENGTHES
SWOT
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In this part I will complete Situation Analysis of Sheffield by
mainly using SWOT analysi
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As a tourism city, one recent survey placed Sheffield 26th in a
table of the best UK tourist city.
Tourism City
Sheffield lies in the most southerly part of Yorkshire, it is the
meeting point of five rivers.
Rivers
Sheffield is build on the top of seven mountains.
Mountains

Analysis
Nature advantages
26th
5
7
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First, for the strength, As a tourism city, one recent survey
placed Sheffield 26th in a table of the best UK tourist city.
Sheffield lies in the most south part of Yorkshire, it is the
meeting point of five rivers and the top of seven mountains, so
Sheffield could appreciate excellent natural scenery.
7
Heaven 17
Roisin Murphy
Analysis
Arts advantages
Because strong artistic atmosphere Sheffield has more
possibilities on art creation in the future.
About the developing tourism of Sheffield, it related to
development of economy and change on ideology of society.

With the development of economy, people not satisfied by
demand of basic life needs and more life demands appear.
This also is performance of transformation on ideology of
society. People have more spiritual needs, such as artistic
pursuit. People is happy to spend money on there spiritual needs
and regard it as self-achievement.
Strong artistic atmosphere
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Sheffield also has relatively strong art deposits, Sheffield
cultivates many musical artists in different areas like Roisin
Murphy and Cabaret Voltaire. Magazines like The guardian says
Sheffield consistently produced many gifted artists with
significant influence on the whole art area. And for
opportunity,with the development of economy, people cannot be
satisfied with the demand of basic life needs Under this
situation，more life demands appeared. This ais also a
performance of transformation on ideology of society. People
have more spiritual needs, such as artistic pursuit. People are
happy to spend money on there spiritual needs and regard it as
self-achievement.
8
Nottingham own more cultural connotation about building,
religion, literary. Visitors could find more cultural experience
because religion and literary closely related to mind of visitors.
At the same time Nottingham also have more strong modern
nightlife culture. This is what Sheffield not have. Nottingham
and Leeds could attract visitors who interested in religion,
building, trees and literary, etc. In addition good night life
culture will attract more young visitors came to here. But
Sheffield just attract visitors who interested in art and nature.

Comparison
Compare with other cities： Nottingham and Leeds
Nottingham
Leeds
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About the threats and weakness, the most representative
competitors of Sheffield is tourism city near Sheffield, such as
Nottingham and Leeds.
So compare with tourism city near Sheffield like Nottingham,
Sheffield has less advantage on tourism competition. It is not
like Nottingham owns more cultural connotation about building,
At the same time Nottingham also has more strong modern
culture. This is what Sheffield not have. Nottingham and Leeds
could attract visitors who interested in religion, building, trees
and literary, etc. But Sheffield just attract visitors who
interested in art and nature.
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03

Marketing Communication Objectives
Under such a great competitiveness，Sheffield has to stand out
and make itself at a high position of the tourist map in the
United Kingdom.
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Then, I will talk about the marketing communication
objectives. Under such a great competitiveness, Sheffield has to
stand out and make itself at a high position of the tourist map in
the United Kingdom.
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The number of tourists
Economic growth
The Internet and social media

Objectives
40 % 12 months
30 % 12 months
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In order to reach that goal, the most important thing for
Sheffield is to attract more tourists. With more tourists in the
city, Sheffield will get more attention and higher reputation. In
that case, our plan is to make sure the popularity of Sheffield on
the Internet and social media increases at least 40 % after 12
months and the number of tourists increases at least 30% after
12 months. As for economic growth, though it is not that easy to
make huge changes in such a short time, we can still drive
economic growth up by increasing thepopularity and number of
tourists. We believe that the economic growth may not have a
huge change right now, but as time goes by, the change will be
very impressive.
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Marketing Communication Strategy
We have done a lot of researches about the most unique
attraction point of Sheffield.

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In order to achieve those
goals, we alsoneed marketing communication strategy. We have
done a lot of researches about the most unique attraction point
of Sheffield.
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Condition
Sheffield lies in the most southern part of Yorkshire. The whole
city is built on the top of seven mountains and it is also the
meeting point of five rivers. It has a wonderful geographical
location.
“ Unique geography environment ”
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Just like Frank said in the analysis of Sheffield, this city has a
lot of natural wild fields and different types of art. Sheffield
lies in the most southern part of Yorkshire. The whole city is
built on the top of seven mountains and is also the meeting
point of five rivers. It has a wonderful geographical location.
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Condition
“ A city of arts ”
Talking about art, the guardian also says Sheffield is a city of
creativity.
Many gifted artists with great influence in the art area grew up
here.
Sheffield is a cradle for those creative artists.
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Talking about art, Many gifted artists with great influence in
the art area grew up here. Sheffield is a cradle for those creative
artists.
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The paradise
of
ARTS & NATURE
Artists gather
and

communication
Hook
“ HOOK ”
Enjoy, Protect
the
environment
Power will be produced by those hydropower stations which are
built on the five rivers.
Sheffield has a lot of art streets and museums, those place could
be a perfect place for artists to gather together.
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According to this, the main point of our plan is to combine
these two amazing points. We plan to repack these two features
and make it whole as a hook—GREEN&ART FESTIVAL, the
city will be promoted like a natural dream land for artists and
art lover, music festivals and art exhibitions all will be hold in
places which is close to nature. The idea is telling people that
the nature is also the art from the great mother of earth, that
will also encourage people to protect the environment, Image
an environment-friendly music festival will be hold in a
beautiful nature park. Such awesome experience could be hard
to forget.
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Teenagers and the aged
Love arts and nature
For example: Sherrie
Sherrie is a 35 years old woman who work as a cashier in a

small shop with not much income, Sherrie is a person who loves
environment, loves music and she also wants to breathe some
fresh air during her holidays.
According to that, Sheffield would be a good place for Sherrie
to go and have fun with, it can be a perfect place for Sherrie to
spent her weekend and holiday.
Target audience
B2C
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So in that case, the range of our target audience would be huge,
both teenagers and old people will be the target as long as they
love arts and nature, but our target audience majorly will be
those who loves great nature and want to find a place to listen
some music enjoy some art works. That’s a big number of target
audience so we plan to use B2C. to make sure our product can
be accessed to most potential consumers. For example, Sherrie
is a 35 years old woman who work as a cashier in a small shop
with not much income, Sherrie is a person who loves
environment, loves music and she also wants to breathe some
fresh air during her holidays. According to that, Sheffield would

be a good place for Sherrie to go and have fun with.
Now here is the question: How can we make sure that target
audience like Sherrie can receive the information
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05
Marketing Communication Tactics
Under such a great competitiveness，Sheffield has to stand out
and make itself at a high position of the tourist map in the
United Kingdom.
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We will need some tactics to help us
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TV
Magazine
Social media

Tools
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From our research, we know the best type of communication
tool is those most visible media in everyday life like advertising
on TV, magazine and social media.
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TV Advertisement
Choices
Channel 4
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For TV commercial，those are probably the most effect way to
make our audience notice, but those are also the most cost
method to promote.
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Magazine
Choices

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Same as magazine, its also effect in attracting audience quickly
in very short time.
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Choices
Social media
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Comparing with that, social media will be much cheaper than
TV commercial and magazine. For instance, like google ad and
facebook ad, we only have to pay like at most $1 to $2 per
click. However, old people still prefer to watch
television nowadays, and people who interested in nature prefer
to watch magazines. So our plan is to make commercials on TV
and magazine, like channel 4 and BBC country file magazine
first. Because it can maximize the public
awareness, and only take a small part of budge. Then we foucs
on social media such as instergram, google and facebook. We
can also have some free lottery on it, youtube will be also a
good choose to upload videos on to attract costumers. That is
sure can attract a bunch of teenager audience. And then, if the
start is perfect, we will continually put out TV commercials to

attract more old people audience.
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06
Action
The 3-day environment friendly art-music festival will be held
the following April in Sheffield's most famous nature park.
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January, February, March
Advertising
Campaign
Art
Exhibition
Nature
Concert
Enjoy the beautiful
natural scenery
of Sheffield
Plan

Environment friendly art-music festival
April
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the first 3 months: January, February, March, a quick
advertising campaign will be implemented. In order to
maximize the public awareness in 3 months, we will put
commercials on some TV channels，BBC country file magazine
and social media. And then a 3-day environmental-friendly
Green & ART festival will be held in the following April in
Sheffield's most famous nature park. The reason we put the
event in April is that Sheffield's natural landscape reaches the
most fresh and comfortable point for customers to enjoy in
April. On the first day of the event, we will hold an art
exhibition featuring amost of the excellent local works of art
from Sheffield. The next day, we are going to have a big nature
concert, we will have some local famous singers to perform. On
the third day, we will arrange professional guides to guide the
tourists to enjoy the beautiful natural scenery of Sheffield.
Video for all events will be posted on social media later, and
even lives on youtube and other social media.
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07
Budget & Control
However, due to the limited budget, we have to carefully plan
the required funds in every part of the festival.

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Budget
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Because of Sheffield's outstanding natural landscape , we will
not spend too much money on site layout and utilities, around £
80,000 will be enough for equipment(£40,000), employees,
security (£10,000) and artists that we will invite(£30,000), we
also can recruit some volunteers from universities around
Sheffield, that can save us a lot money. About the promotion,
Channel 4 will be a perfect choose for us to put our commercial
on, its cheaper than some major channel but with the same
effect. According to the advertising cost in previous years, a 30-
second slot on daytime TV on Channel 4 can cost between
£1,000 to £2,000, we will ask for at least 3 times commercial in
one week, so for three months it will be £72,000 in total. For
magazine, we choose BBC Countryfile magazine because it can
attract more people who loves nature, we decide to put our
commercial on the front page to maxmaize our public awareness
and the cost for front page is £4,150 for one month, it will be
(£4,150*3=£12,450) in total, so in that case, we still will have

£115,550 left. To compare with traditional promoted way, the
cost of commercial on social media is way much cheaper. For
instance, like google ad and facebook ad, we only have to pay
like at most $1 to $2 per click, and if we want to put videos of
event on youtube, that will be even free and we even can make
some money from that.money we left will be enough to adjust
the cost for social media
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Control
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And for control, the number of online view for these social
media will be the measurement. we have to spend those money
according to the number of online participants and both positive
and negative sentiments for Sheffield, that will be a important
measurement for use to control, as well as the number of
magazines that was sold. Those result will show the popularity
of Sheffield or the number of visitors will possibly increase. As
long as we do everthing right, the whole project will be perfect.
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08
Reference

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Reference
Naylor, T. (2019). The alt city guide to Sheffield. Retrieved
from https://www.theguardian.com/travel/2017/feb/10/sheffield-
alternative-city-guide-music-culture-food-drink
Aland, M. (2019). Local & National TV Advertising Costs &
How to Advertise 2017. Retrieved from
https://fitsmallbusiness.com/tv-advertising/
SMITH, P. (2019). MARKETING COMMUNICATIONS. [S.l.]:
chapter 1
Dearsley, B. (2019). 14 Top-Rated Tourist Attractions in
Sheffield, England | PlanetWare. Retrieved from
https://www.planetware.com/tourist-attractions-/sheffield-eng-
sy-sh.htm
Fill, C. (2011). Essentials of Marketing Communications.
Harlow, United Kingdom: Pearson Education Limited.
Naylor, T. (2017, Feb 10). The alt city guide to Sheffield.
Retrieved from
https://www.theguardian.com/travel/2017/feb/10/sheffield-
alternative-city-guide-music-culture-food-drink
Culture Nottingham. (2017). Culture Of Nottingham. Retrieved
from https://www.yatra.com/international-

tourism/nottingham/culture
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Reference
Directory, I., Rolex, T., Guide, W., Robertson, E., & Talks, T.
(2019). Róisín Murphy | The Talks. Retrieved from http://the-
talks.com/interview/roisin-murphy/
Music Detail - fanart.tv. (2019). Retrieved from
https://fanart.tv/artist/439a29ad-f4ef-4857-a7cd-
3d4a551056c8/cabaret-voltaire/
Róisín Murphy interview: ‘I am a drag queen’. (2019).
Retrieved from https://www.timeout.com/london/music/roisin-
murphy-interview-i-am-a-drag-queen
7 Tips for Improving Your Phone's Battery Life. (2019).
Retrieved from https://www.lifewire.com/how-to-improve-your-
cell-phone-battery-life-2377721
Sheffield -. (2019). Retrieved from
https://tramlines.org.uk/sheffield/

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Thanks for listening
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Lecture/ 1 IMC Intro - BB.ppt
Welcome
Lecture 1: An Introduction to Integrated Marketing
Communications (IMC)

Lecture 1:
Introduction to Integrated Marketing Communications
Todays’ Lecture Outline
Aims of the module
Defining Integrated Marketing Communications (IMC)
The drivers for IMC
Implementing IMC in practice
The module assessment
Aims of the module
- To understand what is IMC
To be able to plan, develop and justify a relevant IMC
strategy
To be able to plan, justify and design IMC tactical activities
responding to a real-life briefOnline and mobile content
marketing, advertising, Public RelationsBusiness to Consumer
and Business to Business
Acquire professional skills for IMC in practice
An introduction to contemporary Integrated Marketing

Communications (IMC)
Module Teaching Schedule
The taught element
Lectures offer a flavour of what the IMC communications
environment looks like
Seminars encourage you to apply theories of IMC in practice
Consultancy sessions share your work in progress
Independent working outside the classroom
You are expected to read around the topic; Textbooks, current
industry articles, marketing journals
Core texts can be accessed through the library.
Ongoing individual work and group work
Module Blackboard site
Familiarise yourself with it…
What is Marketing Communications?

"Marketing communications is a management process through
which an organisation enters into dialogue with its various
audiences." Fill 2011
“The means by which a supplier of goods, services, values
and/or ideas represents itself to its target audience with the goal
of stimulating dialogue, leading to better commercial or other
relationships”.
Egan, 2015, p.4
“Marketing communications is an audience centred activity,
designed to engage audiences and promote conversations." Fill
& Turnbull, 2016, p.20
Source: Based on Schramm (1955) and Shannon and Weaver
(1962)
In Fill and Turnbull, 2016, p41
Linear model of communications
Influencer model of communication

Fill, C. 2011 (in Fill, C 2016, p.47)
message source
Opinion leaders
Target Audience 1
Target Audience 2
opinion formers
Interactional model of communications
Fill, C. 2011 (in Fill, C 2016, p.49)
Definitional developments over time….Not one consensus …
So what is Integrated Marketing Communications?
Integrated communications = using all communications tools in
a unified way to create synergy (Semenik, 2002)
"One spirit, one voice, one look" (Kliatchko, 2005)
This fails to consider some factors such as consumer orientation
(i.e. their needs) measurability, cost effectiveness (Kitchen &
Schultz 1999)
It should account for internal as well as external
communications (Berry, 1995, Kliatchko, 2005)
(Source: Egan, 2015 p294)

So what is Integrated Marketing Communications?
"IMC is a strategic business practice used to plan, develop,
execute and evaluate co-ordinated, measurable, persuasive
brand communications programmes over time with consumers,
customers, prospects and other targeted relevant external and
internal audiences"
Source: Schultz and Schultz, 1998
in Egan, 2015 p.295
An award winning example of IMC in practice
Source: World Advertising Research Centre (WARC) 2015
Scroll down

So what are the drivers for IMC?
Failing to plan, is planning to fail….
Planning Integrated marketing communications
Source: PR Smith’s SOSTAC® Model (in Cook, P.R. & Zook,
Z, 2016. p.6)
Module Assessment = 100% coursework
References and further reading
Books Fill, C. (2011) Essentials of Marketing Communications.
Chapter 2, Introduction to the process of communications, p.40-
Chapter 5 Integration and Planning p.115 – 127 Egan, J. (2015)
Marketing Communications. Chapter 15 Integrated Marketing
Communications p.294-304 Fill and Turnbull (2016) Marketing
Communications. Definitions of IMC p.336 Smith, P., & Zook,

Z. (2016). Marketing communications : Offline and online
integration, engagement and analytics. SOSTAC plan, p.6 Fill,
C. (2011) Essentials of Marketing Communications, Chapter 5,
Drivers for IMC, p117.
Market Research World Advertising Research Centre (WARC)
How IRN-BRU owned Glasgow. 2015
Journal articles Kliatchko, J. (2005). Towards a new definition
of integrated marketing communications (IMC). International
Journal of Advertising, 24(1), 7-34. Kliatchko, J. (2009). IMC
20 Years After: A Second Look at IMC Definitions.
International Journal Of Integrated Marketing Communications,
1(2), 7-12. Lucia, P., del Barrio-Garcia, S., & Kitchen, P. J.
(2012). How Integrated Marketing Communications works? A
theoretical review and analysis of its main drivers and effects.
Journal of Marketing Communications , 25 (1), 313-348.

Lecture/ 2 Situation Analysis.pptx
Where are we now?
Welcome
Lecture 2: Situation Analysis
Lecture 2: Situational Analysis
What is Situation Analysis?
Communication Audit
Customer Analysis & Insight
Tools for Situational Analysis
Internal & External Situation
Analysis
SWOT & PEST analysis
Source: Smith & Zook (2016)

Integrated marketing communications planning
Situation
"...where are you now, including the market, channels,
segments, target markets, trends, competition, market share,
position, current and previous campaigns, strengths and
weaknesses, unique selling propositions (USPs), features and
benefits of the brand and the organisation"
- Smith (2011, p.191)
Situational Analysis
Reviewing performance (e.g. sales, market share, profitability)
Comparisons with:
Previous years/periods
Competitors
Focus on communication, including:
Performance
Target markets
Positioning
Example: KIA

Communication Audit
Snapshot of the organisation’s current communication capacity
& performance
Formal or Informal
Evaluative & Formative
Applied to specific
project or whole organisation
Carried out in-house or
by external expert/agency
Communications Audit
Adapted from: Egan (2015) and Duncan & Moriarty (1997)
Macro- and Micro- Environment Audits
Communications Strategy Audit
Communications Organisation Audit
Communications System Audit

Communications Productivity Audit
Communication Audit Cycle
Adapted from: Egan (2015) and Fill (2009)
Select research method
Evaluate past communications
Query customers & community

Query internal stake-holders
Define area(s) for audit
Conduct SWOT
Compile commun-ication plan
Competitor Bench-marking

Comparison of Potential Audit MethodsMethodTime
(Approx.)CostInformation YieldInterviews30-60 mins.
(each)Moderate (time to conduct; analysis)Qualitative; In-depth
DataFocus Groups1-2 hours (each)Moderate (dependent on
number)Qualitative; In-depth DataSurveys20-30 mins.
(each)ModerateStandardised DataObservationVariableExpensive
(time)Process FlowCritical Incident Analysis20-30 mins.
(each)InexpensiveSpecific Examples of Practice/Process
FlowNetwork Analysis20-30 mins (each)Expensive (analysis;
software)Process Flow/ Interaction and IntegrationDocument
ReviewNoneExpensive (time)Material; Message Evaluation
Customer Analysis & Insight
Customer Analysis (what do we know about our customers?)
Who are they?
Why are they choosing us?
How do they interact with us?
Segmentation & Targeting
Are we segmenting our customers? Yes – are we doing this in
the most effective way?
Are we targeting the right customers?
Is our communication mix appropriate for our target
audience(s)?
Source: Fill (2009)

Situation Analysis: Stakeholder Mapping
POWER
INTEREST
Keep Satisfied
Manage Closely
Monitor
Stakeholder Map
Keep Informed

Stakeholder Mapping: UK Government
I
N
F
L
U
E
NC
E
INTEREST
Source: UK Cabinet Office (2014)
Situational Analysis: Tools
SWOT*
PEST*
* must be relevant to communications
...in communication terms!
Situation Analysis

Internal Analysis
Strengths
Weaknesses
External Analysis
Opportunities
Threats

Communications PEST
...in communication terms!
Communications PEST
Political
Economic
Social
Technological

References and Further Reading
Duncan, T. and Moriarty, S. (1997) Driving Brand Value: Using
Inte- grated Marketing to Manage Profitable Stakeholder
Relationships. McGraw-Hill.
Egan, J. (2015). Marketing Communications, Thomson.
(Chapter 5).
Fill, C. (2009). Marketing Communications: Integrity,
Communities and Content, (5th ed.). Prentice Hall (p.27-30;
310-311).
Prentice Hall. (Chapter 1)
Keller, K. L. (2009). Building strong brands in a modern
marketing communications environment. Journal of Marketing
Communications, 15(2-3), p.139-155.
Murphy, B., Murphy, A., Woodall, S., & O’Hare, R. (1999). The
stakeholder relationship audit: measuring the effectiveness of
integrated marketing communications. Integrated Marketing
Communications Research Journal, 5(1), 9-12.
Smith, P. R. & Zook, Z. E. (2016), Marketing Communications:
offline and online integration, engagement and analytics. (6th
ed.), Kogan Page.
Integrating Offline and Online with Social Media. Kogan Page.
UK Cabinet Office (2014). Stakeholder Map [online]. Available
at: http://communication.cabinetoffice.gov.uk/ic-space/wp-
content/uploads/2014/01/Stakeholder-map.pdf
Lecture/ 3 Objectives and Budgets.ppt

Welcome
Lecture 3: Setting Objectives and Budgets
Lecture 3:
Setting Objectives and budgets
The relationship between business objectives, marketing
objectives and marketing communications objectives
Why set SMART objectives?
How academic models can help in setting Marketing
Communications objectives
Establishing budgets

Z, 2016. p.6)
Where do we want to get to?
Integrated Marketing Communications Planning
PR Smith and Zook (2016) p.277
Marketing Objectives
To increase sales of product x by 10% over the next 12 months
To increase market share by 5% over the next 12 months
To increase profitability by 10% over the next 2 years

(Source, Smith & Zook, 2016)
Marketing Communications
Objectives
So what is the role of marketing communications?
To change peoples perceptionsTo create or build awareness
among a target audienceTo position/reposition a product or a
serviceTo influence the target audienceTo generate sales
(volume/revenue)To improve customer retention /repeat
businessTo improve customer satisfactionTo launch/re-launch a
product or service
Why set marketing communications objectives?
A guide for decision making
Focus for the organisation
Provide direction for future activity
Means of communication and co-ordination
Marketing agency and the client are aligned
Provides a benchmark
Performance can be measured more accurately

Success or failure can be evaluated
(Source: Fill & Turnbull. (2016) p.187)
Setting Marketing communications
objectives: Response Hierarchy models
Interest
Comprehension
Abridged version: Source: Egan, J. (2015)
p.42KNOWLEDGEFEELINGMOTIVATION→ ACTIONAIDA
(Strong 1925)
Awareness
Interest
Desire
ActionAttention DesireActionDAGMAR
(Colley, 1961)
Defining
Advertising
Goals for
Measuring
Advertising
ResultsAwareness
ConvictionPurchaseCOGNITIVEAFFECTIVECONATIVE
Marketing Communications Objectives

Keep your message in mindDifferentiateRemindInformPersuade
Think of a key communications message for one of these
brands, using relevant elements of DRIP
(Bowersox and Morash, 1989 in Fill 2011, p12)
Hard objectivesSales Market share gainsPrice
sensitivityCustomer loyaltyPenetrationProfit
Soft objectives
Brand awareness
Image
These soft objectives (if achieved) are not reliable predictors of
consumer behaviour or hard effects (sales of profit gains)
BUT...
They impact upon the underlying long term patterns of
consumer feelings, thoughts and associations about brands.
Source: IPA Databank: Models of Marketing Effectiveness
overview (2008)
*
Marketing Communications objectives examplesTo increase
awareness from 35% to 50% within 8 weeks of the campaign

launch amongst 25-45 year old ABC1 women
To reposition Guinness from an unfashionable, older mans
drink, to a fashionable young person's drink over two years
amongst all 25 - 45 year old male drinkers
To position the service as the friendliest on the market within a
12 month period amongst 70% of budget hotel users
(Adapted from Smith & Zook (2016) p. 277)
Watch this video...
What do you think were the communications objectives?
Objectives
1. Ensure people knew HOW to perform the new technique.
2. Remove the fear and instil the confidence to act
3. Register mass awareness of the new 'Hands-only CPR'
technique at a national level.
4. Save Lives.
British Heart Foundation: Vinnie Jones, Stayin' Alive and
Hands Free CPR
Source: IPA (UK), Gold, IPA Effectiveness Awards, 2014
Downloaded from warc.com

Objectives
1. Ensure people knew HOW to perform the new technique.
X % will be able to perform the CPR technique by X date
2. Remove the fear and instil the confidence to act
X% will confident at performing the CPR technique by X date
3. Register mass awareness of the new 'Hands-only CPR'
technique at a national level.
X% will be aware of the hands-only CPR campaign by X date
4. Save Lives.
An % increase or X number of additional lives will be saved
from X year to X year
British Heart Foundation: Vinnie Jones, Stayin' Alive and
Hands Free CPR
Source: IPA (UK), Gold, IPA Effectiveness Awards, 2014
Downloaded from warc.com
Media Objectives and Strategy:

Essential questions
What target audience should be reached by the media?
What is the message the advertising wishes to convey?
To what geographic market(s) should the message be directed?
How far into the target audience can the advertising reach?
Given budgetary constraints?
(Source: Yeshin (2006) Advertising.
The importance of media Strategy p.333)
*
Media Objectives and Strategy:
Essential questions
With what frequency should the message reach the target
audience during the campaign period?
At what times should the message reach the target audience?
Are there any day, time or seasonality issues
What type of media provides the best match between the
intended market and the target audience?
(Source: Yeshin (2006) Advertising.
The importance of media Strategy p.333)

Budgeting
Identifies relative costs of promotional activity
Maintains management discipline
Provides necessary resources over a time period
Sets parameters and guides action
Allocates responsibility
Facilitates cross functional co-ordination
Potentially a motivational framework
Crucial to managerial control and review
Budget setting
Top down (% sales or profit) combined
with estimates of the coming year
divided between communications tools
advertising, PR, Digital etc
Competitive-parity (match competitor spend)
Keeping check on competitors
May not reflect corporate objectives
Can quash creativity and differentiation
Bottom up (prediction based on revenue and costs over several
years)
Allocated against specific objectives
Reliance on quality data analysis
Historic - what did we do last year? Plus or minus a bit...
(Solomon et al. (2013)

*
http://expenditurereport.warc.com/
Assignment Task 1
Sheffield City Council have given you £280,000 to spend over
the next 12 months
to raise the tourism profile of Sheffield
TV advertising.....
http://www.itvmedia.co.uk/files/2514/5675/1084/ITV_Spot_Cos
ts_-_2016.pdf
For example Magazine or Digital Media advertising.....
http://www.immediate.co.uk/brands/bbc-good-food-
magazine/#advertising

References and further reading
Books Fill, C. (2011) Essentials of Marketing Communications.
Marketing Communications Objectives, p105-108Egan, J.
(2015) Marketing Communications. Chapter 5 Marketing
Communications Planning. p100-113Fill and Turnbull (2016)
Marketing Communications. Chapter 6. Marketing
Communications objectives and positioning.Smith, P., & Zook,
Z. (2016). Chapter 10. The Marketing Communications Plan,
p.276 ObjectivesSolomon et al Marketing Real People Real
Decisions 2nd ed (2013. Harlow, Pearson)
Market Research/ Case StudiesWorld Advertising Research
Centre (WARC) British Heart Foundation: Vinnie Jones, Stayin'
Alive and Hands Free CPRWorld Advertising Research Centre
(WARC) (2014) Premier Inn: Changing the face of budget
hotelsBRAD British Rate and Data
(Note: You will need the User Name: Sheffieldh Password:
Brad)

*
*
*
Lecture/ 4 Strategy FINAL.pptx
How will you get there?
Welcome
Lecture 4: Strategy
1

Lecture 4: Strategy
Strategy: How do we get there?
Setting a meaningful strategy
Segmentation & Targeting
Positioning
Positioning & the
Marketing Mix
Push and Pull Strategies
Strategic Approaches
Engagement Strategy
Tactics: Details of the Strategy – The Integrated Marketing
Communication Mix
2
Z, 2016. p.6)
3
Fill (2009)
“Strategy is about the means, speed and methods by which
organisations adapt to and influence their environments”
(Fill 2009, p.290)

4
Setting a meaningful strategy...
Aligning your strategy with your
objectives...ObjectivesSubstantiation (informed by situation
analysis or insight)Strategy
(to achieve goals)KPIs
(critical success factors)Acquire 50,000 new online customers
in the next 12 months at an average cost per acquisition of £30
with an average profitability of 5%Growth forecast based on
current sales of 40,000 sales per year, but with incremental
sales arising from new affiliate programme and SEO
development.Start affiliate marketing programme and improve
SEO. Existing media mix based on pay-per-click (PPC) and
display advertising supported by offline mediaOverall cost per
acquisition for online sales.
e.g. Increase in the number and % of sales.Increase the average
order value of online sales to £42 per customer in the next 18
monthsGrowth estimate based on current average order value of
£35 plus model suggesting a 20% increase in the next 12
monthsUse of new merchandising system to show users related
‘next best products’ for different product categories& of site
visitors responding to merchandising/cross-selling messages
Source: Chaffery (2016)
5
Who is the target audience?
Positioning:
Understanding the organisations’ offering
“The way in which people interpret messages and frame objects
in their mind” (Fill, 2009, p.293)
Marketing Communications Strategy

6
Segmentation
Adapted from Pickton & Broderick (2005)
7
Demographics
Age; Sex; Lifestage; Income; Occupation; Education; Religion;
Ethnic Origin; Nationality
Geographics
Postcode; City/Town/Village/Rural; Coast or Inland; Region;
Country or Continent; Population; Climate
Psychographics
Values; Attitudes; Motivations; Interest; Opinions; Hobbies
(Lifestyle); Personality
Behavioural

Benefits Sought; Purchase Occasion; Purchase Behaviour;
Usage; Perceptions & Beliefs
Mass Marketing versus Target Marketing
Targeting – which segment(s) of the market do we wish to focus
on.
Targeting
8
Reinforcing your core proposition
Define your unique value proposition
Define your key messages for different audiences
Positioning
9

Providing differential value to customers through varying the
marketing mix.
Positioning & the Marketing Mix
10
Push and Pull Strategy
11
Strategy as:
Plan
Ploy
Pattern
Position
Perspective
Strategic Approaches
Source: Mintzberg, Quinn & Ghoshal (1995) in Pickton &
Broderick (2005, p. 426)
12
Generic
Pre-emptive
Unique Selling Proposition
Brand Image

Positioning
Resonance
Affective
Informational
Strategy Approaches (continued)
Source: Patti & Frazer (1988); Pickton & Broderick (2005)
13
To make the consumer aware
To inform the consumer
To educate the consumer
To excite the consumer
To action the consumer to buy
To change the consumer’s perceptions to buy
To improve the consumer’s loyalty
To get the consumer to buy
To keep the consumer happy
To reward the consumer
To stimulate
To get the consumer to respond
To make/fulfil a promise
To match competition
To beat the competition
Marketing Communications Strategies
Source: Pickton & Broderick (2005, p.418)
14
Engagement Strategy

Adapted from: Chaffery (2016)
Awareness
Purchase
Emotional
Rational
15
Entertain
Inspire
Educate
Convince
Integrated Marketing Communications Mix
Source: Egan (2015, p.19)
16

The Communication Strategy...
...should be:
Customer- not method or media-orientated.
Geared to the communication needs of the target audience.
DRIP can be used to suggest the strategy being pursued.
Fill (2009)
17
Differentiate
Reinforce
Inform
Persuade
References and Further Reading
Blythe, J., & Dawsonera. (2012). Chapter 4 – Segmentation,
Targeting & Positioning, Essentials of marketing (5th ed.).
Harlow: Pearson, p.74-81; 82-82.
Chaffey, D. (2016). How to integrate objectives and strategy
when creating a marketing plan. [online]. Available

at:http://www.smartinsights.com/goal-setting-evaluation/goals-
kpis/integrated-online-marketing-strategy-a-tool-for-
integrating/
Dijkstra, M., Buijtels, H. E., & Van Raaij, W. F. (2005).
Separate and joint effects of medium type on consumer
responses: a comparison of television, print, and the Internet.
Journal of Business Research, 58(3), 377-386.
(Chapter 5).
Fill, C. (2009). Marketing Communications: Interactivity,
Communications and Content. (5th ed.). Paperback, Prentice
Hall.
Prentice Hall. (Chapter 4)
Lane Keller, K. (2001). Mastering the marketing
communications mix: Micro and macro perspectives on
integrated marketing communication programs.
Mintzberg, H., Quinn, J. B. & Ghoshal, S. (1995). The Strategy
Process (European Ed.), Prentice Hall
Patti, C. H., & Frazer, C. F. (1988). Advertising: A Decision
Making Approach. Dryden Press.
Pickton, D. & Broderick, A. (2005). Integrated Marketing
Communications (2nd ed.), Prentice Hall
18
Lecture/ 5 Advertising and Direct Marketing.pptx
Marketing Communications Tactics
Welcome
Lecture 5: Advertising & Direct Marketing

Lecture 5: Advertising & Direct Marketing
What is Advertising?
Advertising Media
Why Advertise?
Benefits & Challenges of Advertising
Advertising Strategy
Emotional vs. Rational Advertising
Viral Marketing
What is Direct Marketing?
Evolution Direct Marketing
Direct Mail
Z, 2016. p.6)
3
Adapted from: Egan (2015, p.19)
The Overlapping Nature of Marketing Communications Tools
4
What is Advertising?

...to describe or draw attention to (a product, service, or event)
in a public medium in order to promote sales or attendance
(Oxford Dictionary, 2016)
Any paid form of non-personal communication of ideas or
products in the prime media (Jobber, 2004)
Advertising presents the most persuasive possible selling
message to the right prospects for the product or service at the
lowest possible cost (Institute of Practitioners in Advertising)
Advertising is any communication, usually paid-for, specifically
intended to inform and/or influence one or more people.
(Advertising Association, 2016)
“I do not regard advertising as entertainment or an art form, but
as a medium or information. When I write an advertisement, I
don’t want you to tell me that you find it creative. I want you to
find it so interesting that you buy the product.
- David Ogilvy (Ogilvy & Mather Advertising Agency)
”
7
Advertising Media
Newspaper
Magazine

Radio
Television
Outdoor
Online
Direct Mail
Product Placement

Why Advertise?
Create Awareness
Stimulate Trial
Position Products / Services
Correct Misconceptions
Remind & Reinforce
Sales Support
8
Advertising: The Benefits & Challenges
Adapted from Kotler & Armstrong (2012)
9
Benefits
Public Legitimacy
Pervasiveness

Challenges
Impersonality
Credibility
Amplified Expression
Cost per 1,000 metrics
Cost Threshold
Mass Media Fragmentation

Advertising Strategy
Target Audience Analysis
Adapted from Dahlen, Lange & Smith (2010) and Kotler &
Armstrong (2012)
Evaluation
10
Advertising Objectives
Budget
Creative Brief
Creative Platform

Using emotions in advertising...
Source: Dahlen, Lange & Smith (2010)
Increase Energy
Decrease Energy
Positive
Negative
Anger
Fear
Dissatisfaction
Frustration
Excitement
Joy
Surprise
Attraction
Embarrassment
Shame
Grief
Boredom
Satisfaction
Relaxation
Calm
Nostalgia
11
What emotions do these adverts make you feel?
12

Rational vs. Emotional
13
Rational Vs. Emotional
14
15
Effective advertising should...
extend from the marketing strategy
take the consumer’s perspective & appeal to the target audience
remain persuasive & credible
find a unique way to break through the clutter
never overpromise & under deliver
Adapted from Terence Shimp and David Ogilvy
16
Viral Advertising

Forms: Email, video, advertisement, corporate message(s), jokes
and games.
Why?: Widespread reach and low cost.
Disadvantage: If it doesn’t work it could leave the brand owner
with a lack of control over their brand.
A technique that uses pre-existing social networks to produce
increases in brand awareness, centered around an idea that
spreads rapidly.
17
Examples of Viral Advertising
18
Measuring Adverting Effectiveness
When testing is done:
Pre-test and Post-test
Where to test:
Laboratory tests vs. Field tests
Cost Per Thousand
Day After Recall (Recall Surveys)
Recognition
Simulated Sales
Attitude Scale
Reach, frequency and gross rating points

Adapted from Egan (2015); Nielsen (2016)
19
What is Direct Marketing?
Direct one-to-one connections with carefully targeted individual
consumers to both obtain an immediate response and cultivate
lasting customer relationships (Kotler & Armstrong, 2012)
The focus of marketing communications activity on promotional
mix ingredients that directly contact target customers.
(Dibb & Simkin, 2001)
Examples of Direct Marketing
21
Direct Marketing
Direct Mail
Tele-marketing
Email Marketing
Direct Selling

Catalogue Selling
Text/Multimedia Message
What is Direct Mail?
“Personally addressed advertising material that is delivered
through the postal system”
(Fill, 2010)
22

Direct Mail
Letters
Cata-logues
Price Lists
Brochures
Leaflets/Booklets
Circulars
Flyers
Coupons
News-letters
Cards
Samples

The Evolution of Direct Marketing...
Early 1900s
1950s & 1960s
Present Day
Door-to-door selling and limited direct mail
Extensive use of direct mail and introduction of telemarketing
e-commerce and IT applications
Source: Egan (2015)
23
Direct Marketing...
Adapted from Kotler & Armstrong (2012)
24
Strengths
Individual Targeting
Personalisation
Weaknesses
Resistance

Poor Initial Response Rate
Relationship formation & maintenance
Measurement of Short-Term Effectiveness
Time
What is Direct Mail?
“Personally addressed advertising material that is delivered

through the postal system” (Fill, 2009)
25
Measuring Direct Mail Effectiveness
Example Metrics:
Gross Response Rates
Conversion Rates (e.g. order rate)
Cost per Response
Incremental Sales
Example Measurements:
Direct Mail-specific or personalised URL in the campaign
Unique offer codes or activation cues
QR codes or social media addresses
26
References
Advertising Association (2016), What is advertising? [online].
Available at: http://www.adassoc.org.uk/publications/what-is-
advertising/
Dahlén, M., Lange, F., & Smith, T. (2010). Marketing
communications: a brand narrative approach. John Wiley &
Sons.
Dibb, S., & Simkin, L. (2001). Market segmentation: diagnosing
and treating the barriers. Industrial Marketing Management,
30(8), 609-625.
(Chapter 9 – Advertising; Chapter 13 – Direct Marketing)
Fill, C. (2009). Marketing Communications: Integrity,
Communities and Content, (5th ed.). Prentice Hall.

Prentice Hall. (Chapter 9 & 11)
Heath, R., Brandt, D., & Nairn, A. (2006). Brand relationships:
Strengthened by emotion, weakened by attention. Journal of
advertising research, 46(4), 410-419.Institute of Practitioners in
Advertising (2016)
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice
of marketing (No. 7th). McGraw-Hill Higher Education.
(Chapter 13)
Kotler, P. and Armstrong, G. (2012). Principles of Marketing.
McGill. (Chapter 15 – Advertising and Public Relations)
Nielsen (2016). Advertising Effectiveness – What’s Working?
What’s not? [online].
http://www.nielsen.com/us/en/solutions/advertising-
effectiveness.html
Oxford Dictionary (2016). Definition of Advertising [online[.
Available at:
https://en.oxforddictionaries.com/definition/advertisement
offline and online integration, engagement and analytics. (6th
ed.), Kogan Page.
27
Lecture/ 6 Tactics - PR media sponsorship endorsements.pptx
Welcome
Lecture 6: IMC Tactics
Public relations and Sponsorship

Lecture 6: IMC Tactics
Public Relations (PR) and Sponsorship
Defining PR and sponsorship
Setting PR and sponsorship objectives
Identifying tools and techniques for PR and sponsorship
Measuring PR and sponsorship success
Z, 2016. p.6)

What is Public Relations (PR)?
"Public Relations is about reputation - the result of what you
do, what you say and what others say about you.
Public Relations is the discipline which looks after reputation,
with the aim of earning understanding and support and
influencing opinion and behaviour. It is the planned and
sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics".
(Chartered Institute of Public Relations, 2016)
4
What is Public Relations (PR)?
"Public Relations is about reputation - the result of what you
do, what you say and what others say about you.
Public Relations is the discipline which looks after reputation,
with the aim of earning understanding and support and
influencing opinion and behaviour. It is the planned and
sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics"
(Chartered Institute of Public Relations, 2016)
PUBLICS – A term favoured by the public relations profession,

referring to the many target audiences that communications may
be focussed towards.
(Pickton & Broderick, 2005)
5
6
What's the difference between
Advertising and PR?
Advertising aims to persuade in order to sell
PR aims to inform in order to educate
PR forms part of an organisation's communications strategy.

Source: http.//prexamples.com
Boundaries are more blurred...
7
Setting Objectives for PR in an IMC campaign
PR aims to provide visibility for the organisation
Deliver coordinated activities to support the marketing
communications objectives (established earlier in the IMC plan)
To change attitudes/build awareness /change perceptions
Develop and enhance the relationship various audiences have
with the organisation
(Source: Fill & Turnbull (2016, p.399))

8
Watch the video....enjoy the creativeness, but whilst you do
please note down how the success of the campaigns was
measured
9
Measuring PR success
in an IMC campaign
How many did you spot?
Coverage in the media
(e.g. titles/ number of articles etc)
Increase in sales
(%/value/ volume)
Increase in sales
(%/Value/Volume)
Increase in online brand mentions
%/ number of new visitors
Sign ups
(e.g. newsletters/blogs)
Donations to charity
Sign ups
(e.g. newsletters/blogs)
Industry awards
Calls to the press office
Views on You tube
% awareness
Increase in twitter followers/posts
10

PR methods and techniques
in the context of IMC
Range of methods is immense
Different permutations to communicate effectively with
different audiences
Above the line and below the line* to achieve publicity
Source: Fill (2011) Chapter 10
*Jobber (2013)
11
Above the Line PR methods and techniques
Press (editorial and 'advertorial')
Radio (editorial)
Television (editorial & product placement)
Posters
Outdoor & Transport
Cinema (product placement)
Internet ('social/viral marketing)
12
Through/Below the Line PR

methods and techniques
Exhibitions and Trade Fairs
Presentations, speeches, interviews
Seminars and Conferences
Printed Literature/Direct Mail
Facility Visits
Video & Website
Sponsorship & Donations
Events & Hospitality
Word of Mouth
Social Networking
Created Medium e.g. Goodyear's Blimp
PR Strengths
Credibility
Visibility
Reach
Cost
Stretch
Investment
Detail
Pro & Reactive
Campaign Integration
PR Limitations
Lack of control
Accuracy
Noise & Clutter
Not exclusive for long
Evaluation can be difficult
Legal Constraints - libel and slander

PR Budgeting
15
Sponsorship
16
Source:http://www.bbc.co.uk/news/business-38003752
17
Definition of Sponsorship
"Within a marketing strategy sponsorship is essentially a
commercial based activity wherein access to the target audience
of one party is made accessible to another in return for finance,
services or resources".
Source: Egan (2015) p.232

Types of sponsorship
1. Your organisation pays to sponsors an event, team,
programme, or online site. In return you receive visibility and
extension of brand recognition and positive association
or
2. Your product or service is endorsed and sponsored by partner
organisation or person
Setting objectives of Sponsorship in an IMC campaign
Raise visibility of the organisation
with particular audience
Suggest to audiences an association
between the sponsor and sponsored
organisation
Allow target audiences to perceive the
sponsor indirectly without the negative effects of persuasive
mass media
Use alongside other communications tools to increase
efficiencies and effectiveness
To provide exclusivity / barrier to entry for competitors
(Source: Fill (2011), p.265

20
Sponsorship : Selection Criteria
Your sponsors must...
fit with communications objectives and target segments
integrate across your campaign
involve manageable risk
offer promotional & platform opportunities
build on past record
offer exclusivity, rather than over- commercialisation and
'clutter'
21
22
23

Ambush strategies
If you can't afford to sponsor the main activity
sponsor media coverage instead
or a sub-category with heavy promotion
or an individual athlete & advertise with them during their
event
or
- run a parallel advertising campaign at the same time as the
official sponsor is leveraging their investment
Ambush campaigns
24
Measuring Sponsorship success
in an IMC campaign
Most common method = a media audit
Calculate sponsorship exposure in terms of:
Advertising costs
Advertising awareness
Image and brand surveys amongst the target audience
Difficult to separate sponsorship from advertising, promotion,
PR and other marketing communications tools.
Where does one element begin and end?
It can be hard to gauge the true value of sponsorship.

"In spite of the problems with evaluation and notwithstanding
the element of risk involved, sponsorship is seen as a medium
with considerable brand building potential"
(Egan 2015, p.42)
Our company is a professional marketing agency with a lot
was found in 1998 and since then we are always be the first
choice of many big company. There are 5 people in our team:
baker, he is responsible for the control & budget of our objects.
Lixiangze, he is responsible for the collection of data and
information that we can use. Willim, he and Allen here are
responsible for the design of the marketing objects. And then
Jason, response for the idea of the “hook” .
In this part I will complete Situation Analysis of Sheffield.
As a tourism city, one recent survey placed Sheffield 26th in a
table of the best UK tourist city. Sheffield lies in the most
southerly part of Yorkshire, it is the meeting point of five
rivers.In addition Sheffield is build on the top of seven
mountains, so Sheffield could appreciate excellent natural
scenery. Sheffield also have relatively strong art deposits,
Sheffield cultivate many musical artists in different areas like
Roisin Murphy. The guardian says Sheffield consistently
produced many gifted artists with significant influence for the
whole art area. Because strong artistic atmosphere Sheffield has
more possibilities on art creation in the future. About the
developing tourism of Sheffield, it related to development of
economy and change on ideology of society. With the
development of economy, people not satisfied by demand of
basic life needs and more life demands appear. This also is
performance of transformation on ideology of society. People
have more spiritual needs, such as artistic pursuit. People is

happy to spend money on there spiritual needs and regard it as
self-achievement. The most representative competitors of
Sheffield is tourism city near Sheffield, for example
Nottingham and Leeds.
So compare with tourism city near Sheffield like Nottingham,
Sheffield has less advanture on tourism competition. It not like
Nottingham own more cultural connotation about building,
At the same time Nottingham also have more strong modern
nightlife culture. This is what Sheffield not have. Nottingham
and Leeds could attract visitors who interested in religion,
building, trees and literary, etc. In addition good night life
culture will attract more young visitors came to here. But
Sheffield just attract visitors who interested in art and nature.
Under such a great competitiveness，Sheffield has to stand
out and make itself at a high position of the tourist map in the
United Kingdom. In order to reach that goal, the most important
thing that Sheffield needs to do is to attract more tourists.
However, under the provision that not add significant additional
tourist numbers to the city and the surrounding area, we will
concentrate more on attract visitors interested in the content of
our development plans and projects. With more tourists in the
city, Sheffield will get more attention and higher reputation by
others. In that case, our plan is to make sure the popularity of
Sheffield on the Internet and other social media will increase at
least 40 % after 12 months and we can guarantee the number of
tourists will increase at least 30% after 12 months. As for
economic growth, although it is not that easy to make great
changes in such short time, we can still drive economic growth
up through the increase of popularity and number of tourists.
We believe that the growth of the economy may not look big
right now, but as time goes by, the change will be very
impressive.
In order to achieve those goals, we have done a lot of
researches about the most unique attraction point of Sheffield.

Just like what we said in the analysis of Sheffield, this city is
like the natural wild field and also the gathering of different
types of arts. About the city's natural landscape and
geographical location, Sheffield lies in the most southerly part
of Yorkshire, the whole city is built on the top of seven
mountains and it is also the meeting point of five rivers: the
Don, the Loxley, the Porter Brook, the Rivelin, and the Sheaf.
And also, this is actually where the name of Sheffield comes
from. The whole city is built on a big beautiful wild field.
Talking about arts, the guardian says Sheffield is a city of
creativity. The city has consistently produced many gifted
artists with significant influence for the whole art area,
especially musical artists like Cabaret Voltaire and Roisin
Murphy. And it is still a cradle for those creative artists with
ambition.
According to this, the main point of our plan is to combine
these two amazing points, build a paradise for not just artists,
but also those people who loves art, music, and the big nature.
We plan to repack these two features and make it whole as a
hook, the city will be promoted like a natural dream land for
artists and art lover, music festivals and art exhibitions all will
be hold in places which is close to nature. The idea is telling
people that the nature is also the art from the great mother of
earth, that will also encourage people to protect the
environment, all those events will be hold with the minimum
cost of electricity. All of those power will be produced by those
hydropower stations which are built on the five rivers. So in
Sheffield, that will be wonderful for people to protect the
environment, feel the beautiful nature and experience the world
of arts at the same time. Image an environment-friendly music
festival will be hold in the nature park. When enjoy beautiful
music, your body is feeling the fresh air from the mother nature.
Such awesome experience could be hard to forget. And
Sheffield will be a dream land for artists who seeking for some
inspirations, there are a lot of art streets and museums in
Sheffield, those place could be a perfect place for artists to

gather together. So in that case, the range of our target audience
would be huge, both teenagers and old people will be the target
as long as they love arts and nature, 15-70 will be the perfect
range of our target customers. For example, Sherrie is a 45
years old woman who work as a cashier in a small shop with not
much income, Sherrie is a person who loves environment, loves
music and she also wants to breathe some fresh air during her
holidays. According to that, Sheffield would be a good place for
Sherrie to go and have fun with, it can be a perfect place for
Sherrie to spent her weekend and holiday.
Now here is the question: How can we make sure our target
audience like Sherrie can receive the information? We consider
about the range of the age of our target audience is wide, so the
best type of communication tool is those most visible media in
everyday life like advertising on TV, radio and social media.
For TV commercial and radio，those are probably the most
effect way to make our audience notice, but those are also the
most cost method to promote. In that case, social media will be
much cheaper than TV commercial and radio advertising.
According to Fit Small Business, for local TV advertising, the
cost will be $200 to $1500 per 30 second ad and $500 to $8,000
per week for radio advertising, comparing with that, the cost of
commercial on social media is way much cheaper. For instance,
like google ad and facebook ad, we only have to pay like at
most $1 to $2 per click. But in order to attract more old people,
we can’t just put all of our money on social media. Nowadays,
old people still prefer to watch television and listen to radio. So
our plan is to make commercials on social media first since its
way cheaper than ads on tv, such as instergram, google and
facebook. We can also have some free lottery on it. For
example, we can give some free ticket away when there is any
art festival is hold in Sheffield. That is sure can attract a bunch
of teenager audience. And then, if the start is perfect, we will
put out TV commercials to attract more old people audience.
In our plan, the first 3 month: January, February, March, a
quick advertising campaign will be implemented. In order to

maximize the public awareness in 3 months, we will put
commercials on some TV channels and BBC country file
magazine. The 3-day environment friendly art-music festival
will be held the following April in Sheffield's most famous
nature park. The reason we put the event in April is that
Sheffield's natural landscape reaches a fresh and comfortable
point for customers in April. On the first day of the event, we
will hold an art exhibition featuring all the excellent local
works of art from Sheffield. The next day, we are going to have
a big nature concert. On the third day, we will arrange
professional guides to guide the tourists to enjoy the beautiful
natural scenery of Sheffield. Video for all events will be posted
on social media later, but due to limited funding, we are unable
to broadcast live. The main criteria for evaluating the success of
this activity include but are not limited to the customer flow,
ticket sales volume, souvenir sales volume and video network
clicks within three days of the activity.
However, due to the limited budget, we have to carefully plan
the required funds in every part of the festival. Because of
Sheffield's outstanding natural landscape and advanced
hydropower level, we will not spend too much money on site
layout and utilities, around £ 80,000 will be enough for
equipment, employees and artists that we will invite, we also
can recruit some volunteers from universities around Sheffield,
We will invite the outstanding student singers from the
university of Sheffield to perform, and we also have to invite
some security personnel to be responsible for the security issues
during this activity. According to the advertising cost in
previous years, a 30-second slot on daytime TV on Channel 4
can cost between £1,000 to £2,000, we will ask for at least 3
times commercial in one week, and the cost of ad on BBC
Countryfile magazine is half page- £2,000, full page-£3,500 and
for front page is £4,150 for one month, we suggest to go for
front page in order to max the public awarness. So for the
maximized budget for TV will be (£2,000*3*12=£72,000), for
magazine will be (£4,150*3=£12,450), so in that case, we will

have £115,550 left. To compare with this, the cost of
commercial on social media is way much cheaper. For instance,
like google ad and facebook ad, we only have to pay like at
most $1 to $2 per click, money we left will be enough to adjust
the cost for social media, it is flexible.
17
Assessment requirements
Task 1 Course work Group task (40% in total)
An outline integrated marketing communications plan pitch
presentation
A 15 minute pitch presentation recommending and justifying an
outline integrated marketing
communications plan to raise the tourist profile of Sheffield.
Your brief
In groups of 4 or 5, you will form your own marketing
communications agency.
Sheffield City Council have recently announced that they are
looking for a marketing communications
agency to help them to change perceptions and raise the tourism
profile of Sheffield, increasing visitor
numbers to the region and therefore benefiting the local
economy.

You are an ambitious, local, marketing communications agency
interested in adding a high profile local
government campaign to your portfolio. You will be pitching
for the business against other local agencies
and the process will be highly competitive. You really want to
win this account with Sheffield City Council as
you are passionate about your city and the surrounding area and
would like to encourage other people to
visit and spread the word! Your presentation should be both
persuasive and engaging.
Sheffield City Council has confirmed that the allocated
marketing communications budget is £280,000 in
total but that staff costs are excluded. The council are fully
aware that this is a relatively small budget
compared with other UK cities tourism budgets, however it is
funded by tax payers and the council has a
responsibility to ensure that the budget is spent as effectively as
possible.
Sheffield City council have asked your agency to produce an
outline integrated marketing communications
plan for the next 12 months marketing communications
activities. This outline plan should provide a solid
foundation from which to promote Sheffield as a tourism
destination in the future, it must leave a legacy
beyond the 12 months of the plan. They have requested that
each agency provide the outline integrated
marketing communications plan as a pitch presentation.
Your plan must offer something new, a new angle or 'hook' to
encourage people to visit Sheffield from
beyond the surrounding area. Promoting existing events in the
Sheffield (e.g. the Tramlines festival or the
World Snooker championships) is not what the council are

looking for, this activity happens already and will
not add significant additional tourist numbers to the city and the
surrounding area.
Continued overleaf….
18
To assist each agency Sheffield City Council have provided
further instructions on the
elements they expect to see in your outline integrated marketing
plan pitch presentation.
(Adapted from the SOSTAC® Planning model, P.R.Smith,
2014).
1.0 Introduction
A brief introduction to your marketing communications agency,
the team and their responsibilities, previous
experience

2.0 Situation Analysis
(Where are we now?)
What are current perceptions of Sheffield and the surrounding
area? How many people currently visit the
city/surrounding area? How does this compare against other
tourist destinations in the UK?
3.0 Marketing Objectives
(What does your plan aim to achieve?)
Based on your situational analysis, what do you want to happen
as a result of your proposed plan?
Include three appropriate SMART objectives.
4.0 Marketing Communications Strategy
(How will you get there?)
What is your angle or ‘hook’ to encourage people to visit the
city?
Who is your proposed target audience (B2C, B2B or both?)
How will your proposed plan leave a legacy for the future?
5.0 Marketing Communications Tactics
(What is the detailed marketing communications mix you
propose?)
With the limited budget, which marketing communications tools
do you recommend to ensure you maximise
the budget and ensure your proposed target audience receive
your message? Justify your choices.
Advertising, public relations/ media relations/celebrity
endorsements, sponsorship, direct marketing,
personal selling, sales promotions, exhibitions, mobile or digital
communications, social media
Illustrate some examples of how this will be executed (e.g.
adverts, storyboards, social media page) to help
the audience to visualise your proposals

6.0 Action
(What will happen and when?)
For the next 12 months provide a schedule of what activity will
happen and when
7.0 Control
(How will the success of the plan be measured?)
How will the budget be allocated?
Have you included SMART objectives for each of your
recommended marketing communications tools?
(E.g. awareness, likes, follows, bookings and so on)
8.0 References
An APA referenced list of all sources of supporting data you
have cited throughout your presentation.
19
The pitch presentation
Your marketing communications agency will be allocated a slot
in a meeting with Sheffield City Council to
pitch your response to the brief to produce a 12 month outline
integrated marketing communications plan to
raise the tourist profile of Sheffield.

Each agency will have only 15 minutes (strictly timed) to
present their proposals with 5 minutes questions
at the end, where Sheffield City Council may want to clarify
some of the points made.
You will be going head to head in the meeting against the other
local agencies who are pitching for the
business, so you must produce a pitch presentation that is clear
and concise, as well as persuasive and
attention grabbing. You need to convince the council that you
have understood and can handle the brief
you have been given. This is a tall order in only 15 minutes, but
this is not uncommon when pitching to
clients for new business.
With a limited marketing communications budget of only
£280,000 (excluding staff costs) you will need to
have a clear ‘hook’ to draw a specific target audience into
Sheffield from outside the region and aim to
change their perceptions of the city and the surrounding area
and importantly, to leave a legacy for the
future.
Submission guidance and deadlines
The pitch presentation will take place in your seminar in the w/c
8 April 2019
Your agency’s presentation and debrief slot will be allocated in
advance of this seminar to ensure the
smooth running of the session. All agencies will be presenting
in front of each other.
Each agency should bring 2 printed copies of the presentation
with notes pages. The notes will include any
supporting information justifying your agency's decisions. As
you are also required to individually submit

your assessment electronically (see below), the recommendation
is that you use the notes pages in
Powerpoint so you only have to upload one document to the
submission point and Turnitin.
Each member of the agency must attend the pitch presentation
(unless there are extenuating
circumstances approved by Student Support) although not every
member has to present. It is down to each
agency to determine the equitable allocation of work across the
pitch presentation.
A compulsory process of peer assessment will be applied in the
group task reflecting on the contribution of
individual group members over the duration of the preparation
for the pitch presentation completion. Each
member of the group must submit a completed individual peer
review form alongside the printed copy of
the presentation. The peer review form is available
electronically on Blackboard under Assessment Task 1.
Please note you should talk to your tutor prior to the seminar if
you are planning to mark down a team
member's mark. You will be asked to attach evidence to support
claims for any changes in individual marks
(for example meeting minutes or copies of emails). Without this
evidence your group's mark may be
delayed. The tutor and module leader's decision is final.
For detailed guidance on the peer review process, please refer to
the next page of this module guide.
Electronic Submission
Please note that in addition to each group bringing along printed

copies of the slides and notes to the
seminar, each student must submit an exact copy of the group
presentation including notes as well as an
individual peer assessment form electronically to Blackboard
and once through Turnitin before the
deadline of Wednesday 10 April 2019, 3.30pm. If you have a
Friday afternoon seminar please ensure
you submit your work electronically before the above deadline.
Whilst the physical copies will be marked by tutors, it will also
be available electronically if required for
internal moderation and external examination.
20
Working in Groups and Peer Review
Marketing Communications and working in an agency
environment is challenging and a percentage of the
module mark comes from group work. Working as part of a
team takes place in much of modern business
and is recognised as a key skill. It is also an integral part of the
employability thread that runs through the
Business School. Just as in real life, you have to pull together
to complete the project on time and to the
best of your ability.
Working in groups does not always progress smoothly and so
you will be managing the downs as well as
the ups! I hope that difficulties and differences are resolved as
part of the process of working together in
groups. Any early problems MUST be brought to your seminar
tutors' attention immediately. Complaints

about group members that are brought up at the end of the
module are too late to be acted upon. Once the
project and peer group assessment forms are submitted the
assessment process will stand. The module
leader will be the final arbiter.
The work you undertake in seminars contributes directly to the
project and consequently, you must attend
seminars to work with your peers. Tutors will be monitoring
attendance and contribution. If you do not
attend seminars you may not be contributing to the project
outside of seminars. If you do not have good
reason for this behaviour you risk receiving a zero for the group
work element of the assessment. If you
need to talk to a student adviser for personal reasons book an
appointment at SHIP and talk it through.
The Process
For the group work task each member will submit a completed
peer group assessment form reflecting on
the contribution made by each group member, including
themselves. Any student giving a colleague a low
score on the peer group assessment must clearly justify their
actions with supporting comments.
This should not attempt to measure their colleagues’ level of
academic ability but should assess their
contribution in terms of reliability, attendance, initiative and
overall commitment to the achievement of the
task. Each team member’s individual score will be summed.
Should one member’s total score fall
significantly below the rest it will be compared with the average
score for the rest of the group.
How it compares will result in modification to their mark as

follows:
Score is 90% and above of group average No adjustment to
mark
Score is between 80% & 89% of group avg. Reduce mark by 5%
points
Score is between 70% & 79% of group avg. Reduce mark by
10% points
Score is less than 70% of group average Reduce mark by 20%
points
The usual rounding of decimals to whole numbers applies (0.5
and above will be rounded up and below 0.5 will be
rounded down).
Groups should make every attempt to resolve any internal
difficulties. However, any major problems
encountered should be brought to the attention of the seminar
tutor as soon as they occur.
The following examples show the total peer group scores
achieved by each group member and how this
would affect their mark on work assessed at 60%
Brown 151 White 112 Small 141 Dodds 147
Jones 152 Winsor 87 Johnson 115 Harris 122
Smith 148 Preston 97 Phillips 148 Finch 148
Grey 135 Holmes 108 Maitland 104 Leigh 96
Stokes 149 Aaker 150 Walsh 150
1 Anne Grey scores 90% of average of rest of group. No
adjustment to her mark.
2 Carol Winsor scores 82% of average of rest of group. Her
mark reduces by 5% points to 55%.

3 Tony Maitland scores 75% of average of rest of group. His
mark reduces by 10% points to 50%.
Phil Johnson scores 86% of average of rest of group. His mark
reduces by 5% to 55%.
4 Mike Leigh scores 68% of average of rest of group. His mark
reduces by 20% points to 40%.
INTEGRATED MARKETING COMMUNICATIONS TASK 1:
An outline integrated marketing communications plan pitch
presentation
PEER GROUP ASSESSMENT: Each member of the group
should complete this peer assessment form for physical
submission to your seminar
tutor on the day of the presentation and electronic submission
via Blackboard by the submission deadline.
Mark each team member out of ten for each factor listed below.
Name of group member
(Insert your name
here)
Reliability, delivering on time, as

briefed
Attendance at group meetings
Using initiative and being an
active member of the group
Overall contribution to the
achievement of the task
TOTAL
/40 /40 /40 /40
/40
Note: Should you wish to mark a colleague down significantly
then you must clearly justify your actions with supporting
comments otherwise the peer
assessment may be discounted.
Comments / justification:
22

23
Integrated marketing communications Level 5: Group Task
(40% of the module)
Task 1: An outline integrated marketing communications plan
pitch presentation
Group names:
Assessment criteria Marks
available
Marks awarded
Feedback
Pitch content:
x A situational analysis that
demonstrates understanding of the
brief and current situation.
x Strategic marketing objectives based
on the opportunities arising from the
situational analysis.
x A marketing communications strategy
which includes a clear angle, defined
target audience and considers the
future legacy of the plan

x A marketing mix which includes
justified recommendations on the
marketing communications tools you
recommend to deliver the strategy.
x Implementation and control of the
proposed integrated marketing plan is
considered including a schedule of
activity, budget allocation and how the
success of the plan will be measured
against objectives.
60
Grade % =
Mark = (60 marks x grade %) =
Feedback:
Academic rigour:
x Suitable analysis using relevant IMC
theory, concepts and frameworks.
x Fluent use of appropriate marketing
terminology.
x Evidence of wide reading.
x References list
x APA referenced.

20 Grade % =
Feedback:
Presentation:
x Professional and cohesive delivery.
x Persuasive and engaging.
x Effective use of the time allocated.
x Clear and concise handouts provided.
20 Grade % =
Feedback:
Total marks available: 100 Mark out of 100 =
Tutor: Date: Mark: %
Please note: Individual marks on grade centre will take into
account any resulting peer assessment
adjustment
24
Grade Integrated marketing communications Level 5: Group
Task (40% of the module)
Task 1: An outline integrated marketing communications plan
pitch presentation

IMC Plan content Academic rigour Presentation
70%+
Excellent situational analysis and
understanding of the brief and sound
justification of proposed strategic
marketing objectives. Thorough
marketing strategy with justified
recommendations on angle/hook,
target audience and consideration of
the future legacy.
A coherent marketing mix
recommendation to deliver the
marketing communications strategy.
Excellent consideration of
implementation; timescales and
budget and success measurement
against objectives.
Excellent use of IMC theories
and frameworks to carry out
analysis. Evidence of wider
reading and research. Excellent
use of underpinning data.
Extremely professional and cohesive
presentation. Highly persuasive and
engaging content. Delivered on time
and demonstrating excellent use of
the time allocated. Professional
standard of handouts provided.
60-69%
Demonstrates a good understanding
of the brief and the current situation.

Good justification of the proposed
marketing objectives.
A clear and logical marketing
strategy with some justification of the
proposed angle/hook, target
audience and consideration of the
future legacy.
A marketing mix recommendation to
deliver the marketing
communications strategy with some
justification of the chosen tools.
Shows good consideration of
implementation; timescales and
budget and success measurement
against objectives.
Good use of IMC theories and
frameworks to carry out
analysis but patchy in areas.
Good evidence of reading.
Good use of underpinning data
but further research needed.
A clear and logical presentation.
Engaged with the audience and good
level of persuasion. Delivered on time
and demonstrating good use of the
time allocated.
Good quality handouts provided.
50-59%
Demonstrates a reasonable
understanding of the brief and the
current situation.
Some objectives address key issues
arising from situational analysis.

Marketing strategy is reasonably
descriptive with some consideration
of the proposed angle/hook, target
audience & future legacy.
Marketing mix recommendations
made but with limited justification of
the chosen tools,
Reasonable consideration of
implementation, timescales, budget
and success measurement against
objectives.
Satisfactory use of IMC theories
analysis but overly descriptive
in areas. Some evidence of
reading. Some reference to
data but further research
needed.
A reasonably structured presentation.
A sufficient level of engagement with
the audience and reasonably
persuasive. Delivered broadly on time
and demonstrating a reasonable use
of the time allocated. Clear handouts
provided.
40-49%
Demonstrates limited understanding
of the brief and the current situation.
Objectives that do not address key
issues arising from situational
analysis.

Marketing strategy demonstrates
limited consideration of the proposed
angle/hook, target audience & future
legacy.
Marketing mix recommendations are
made with limited rationale.
Limited consideration given to the
plan implications; timescales, budget
Limited use of IMC theories and
frameworks to carry out
analysis and work is descriptive.
Limited evidence of relevant
reading and research.
A basic presentation with an
insufficient level of engagement with
the audience. Delivered broadly on
time but time is not used effectively,
demonstrating poor preparation.
Basic handouts provided.
25
(Tutors will highlight comments which apply)
and success measurement against
objectives.

Below
40%
Little or no demonstration that the
brief and current situation is
understood.
Limited or no objectives and the
marketing strategy does not address
the key issues arising from the
situational analysis.
Marketing mix recommendations are
very basic with no rationale.
Poor or no consideration given of the
plan implications; timescales, budget
and success management against
objectives.
Little or no use of IMC theories
analysis. Work is mainly
descriptive. Little evidence of
relevant reading and research.
A muddled and unclear presentation,
neither engaging nor persuasive. Not
delivered on time, demonstrating
poor/no preparation. No/poor quality
handouts provided.

26
27
Assessment requirements
Task 2: Course work individual task (60% of the module)
A marketing communications tool evaluation report
You are a Marketing Assistant working in the agency that
submitted an integrated marketing
plan to Sheffield City Council to increase tourism to the city.
Your Account Director has asked you to produce a written
report which critically evaluates
one of the marketing communications tools that you included in
your outline integrated
marketing communications plan for Sheffield City Council. You
can choose one from the list
of tools below:
Advertising, public relations, sponsorship, direct marketing,
personal selling, sales
promotions, exhibitions, mobile or digital communications,
social media
This report should demonstrate your ability to investigate and
evaluate integrated marketing

communications academic concepts, theories and models as well
as current industry
perspectives and how this is applicable in practice as part of
your proposed integrated
marketing communications plan to raise the profile of Sheffield
as a tourism destination to
result in increased visitor numbers.
Your report should include:
x A clear introduction (what is your report about?)
x An understanding of how your chosen marketing tool is
defined in IMC
x A critical evaluation of your chosen marketing
communications tool’s strengths and
any associated weaknesses or limitations
x Recommendations on how the success of your chosen
marketing communications
tool should be measured.
x A critical evaluation of why having controls in place for your
chosen marketing
communications tool (i.e.) budgets and schedules) is important
to your client
(Sheffield city council)
x A conclusion: your justified recommendations for the future
development of the
chosen marketing tool (how could it evolve in the future to raise
visitor numbers to
Sheffield?)
x Appendices (please ensure all appendices are referenced in

your main report and
that key content is not buried in the appendices).
x References (please note this is not a bibliography, i.e.
everything you have read, but
a list of all the references you have cited in the report).
The report should be 2,500 words (+/-10%) excluding
appendices, diagrams and tables
and include a.
x Cover page which includes a report title, your full student
number, student ID and
seminar tutor name, total word count (this page is excluded
from word count)
x Contents page (this page is excluded from word count)
x Report style numbering system (e.g. Page 1 of X)
x Appendices when necessary (please do not bury content in the
appendix that is part
of the assessment criteria)
x Main headings to separate out key sections
x Sub-headings to separate out key sub-sections
x Bullet points for lists
28
x References list using the APA referencing system (excluded
from word count).
x Please note all sources must be properly referenced in the
references list using the

APA referencing system, the report must include citations.
Further information on
referencing is available on the Library Gateway and later in this
module guide. It is
not acceptable at this level of academic study to reference un-
trusted sources such
as Wikipedia, MarketingTeacher.com, QuickMBA.com, Tutor2u
or similar websites.
Submission guidance and deadlines
Your individual written report should be submitted
electronically through the submission point
under Assessment on the Integrated Marketing Communications
Blackboard site and
submitted once through Turnitin week by the deadline of
3.30pm on Monday 6 May 2019.
Note: All work that you submit should be typed.

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