This marketing plan is for Sinead Black, a wedding singer from Donegal. Recent market research shows an increase in weddings and shorter engagement periods in Ireland. The plan aims to rebrand Sinead from a country singer to a professional wedding singer. Key publics were identified as couples aged 20-50 in the North West region. Market research including surveys and competitor analysis was conducted. The marketing mix of product, price, place and promotion tactics will be used. Three action plans will launch the new branding from January to May 2016 and will be evaluated. The budget outlines costs for events in the plans. The appendices include SWOT, PEST and market research analyses to inform the strategy.

1. Submission date: 28th April 2015
Kim Harley L00048519
Sinead Black L00098809
Aaron Gillespie L00099580
Sharon Campbell L00045717
15
Sinead Black
Wedding Singer
Applied Marketing Assignment
Lecturer: Paul McGukin

2. 2
Tableof Contents
Situation Analysis......................................................................................................................................... 3
Strategy........................................................................................................................................................ 4
Publics of Sinead Black Wedding Singer....................................................................................................... 4
Target Markets:......................................................................................................................................... 4
Key Publics:............................................................................................................................................... 4
Market Research.......................................................................................................................................... 5
Survey Results........................................................................................................................................... 6
Competitor Analysis................................................................................................................................... 7
Marketing mix.............................................................................................................................................. 7
Product ..................................................................................................................................................... 7
Price.......................................................................................................................................................... 8
Place ......................................................................................................................................................... 8
Promotion................................................................................................................................................. 8
People......................................................................................................................................................10
Physical environment................................................................................................................................10
Process.....................................................................................................................................................10
Goals and objectives...................................................................................................................................11
Tactics.........................................................................................................................................................11
Action Plan 1 ............................................................................................................................................13
Action plan 2 ............................................................................................................................................15
Action plan 3 ............................................................................................................................................17
Budget.........................................................................................................................................................19
Evaluation...................................................................................................................................................20
Appendices .................................................................................................................................................21
SWOT Analysis..........................................................................................................................................21
PEST Analysis............................................................................................................................................22
Diagram of time-frame proposed..............................................................................................................22
Market research........................................................................................................................................23
Sinead Black Wedding Singer Survey.........................................................................................................25
Example of how social media can be filtered to reach target market ..........................................................26
Detailed budget.........................................................................................................................................27
Event 1..................................................................................................................................................27
Event 2..................................................................................................................................................28
Event 3..................................................................................................................................................29
Budget Summary...................................................................................................................................30

3. 3
We were assigned as a group to develop a marketing plan on a business of our choice. As a group we
chose Sinead Black Wedding Singer. Outlined below is a marketing strategyand a detailed plan in order
to achieve it.
Situation Analysis
In the past year there has been an increase in couples getting married. The most recent census of
Ireland survey results show that there has been a 550% rise in people getting re-married. Another
survey carried out by www.mrs2be.ie suggests that the engagement period is getting shorter as couples
only take between 13-18 months to get married following their engagement. Wedding budgets have
been cut, however the average spending on church music in Ireland is still high costing on average
around €415. Sinead Black is a wedding singer from Donegal. She is well known locally as a country
singer with a loyal fan base around Donegal and has recently branched into the wedding industry.
Sinead is however missing out on potential business due to the public’s perception of her as a country
singer.
Sinead is currently at a disadvantage as she is finishing a degree in LYIT therefore her time is restricted
due to her college commitments. Sinead completes her course in May of this year and can apply her
skills and knowledge acquired from college to her business in the year 2016. Sinead is also at a
disadvantage as she has limited funds. The aim is to re-brand her as a wedding singer and publicly
portray that Sinead’s music is both suitable and of a professional standard for future client’s wedding
ceremonies whilst sticking to a budget.
A PEST and SWOT analysis was carried out on Sinead Black’s business giving a clear concept of where
she is today and her potential for the future. Carrying out these exercises has highlighted the factors
that may affect Sinead’s business in both the competitive and macro environment. There has been a
slight increase in wedding performers within the North West area, though none are at a professional
level and each have a unique selling point different to Sinead’s which is later discussed in the
competitor analysis. It was discovered that Sinead has many strengths such as her educated background
in music, her small following locally, her ability to adapt to any requests and her confidence. However,
Sinead has weaknesses which will need to be addressed such as financial limitations, incorrect
perception of her musical versatility, and others which are highlighted alongside her opportunities and
threats in the SWOT and PEST analysis that is included in the appendix.

4. 4
Strategy
Our team will develop a Marketingstrategy by undertaking a complete name and identification change
and will reinforce the branding of this company. These objectives will enhance the company’s
awareness and also increase bookings annually for Sinead Black Wedding Singer. Using all possible
aspects from the re-launch of this company will produce positive results on the business such as, gaining
Sinead Black a strong position within the market and assist her to become the first market leader inthis
industry within the North West region.
The Marketingteam propose to begin implementing these strategies beginning in the year 2016. From
previous experience, a two week lead up to the re-launch is appropriate to include in the time-frame. It
allows extra planning and research before applying any of the changes stated above. The re-launch itself
will begin in mid-January and conclude in mid-May. This time-frame will also include a two week period
after the re-launch to improve any elements and new techniques, but also to evaluate the success of the
launch. The time-frame can be seen in the appendix.
Publics of Sinead Black Wedding Singer
Having identified Sinead’s key publics we have segmented the market and selected a target market. The
team also became aware of external publics and intend to develop Sinead’s business relationships with
them.
Target Markets:
• Female
• Newly engaged couples
• Couples aged between 20-50 years of age
• Located within the North West region
Key Publics:
• Priests, Vicars, Registrars
• Entertainment/Event Managers/Wedding co–coordinators
• Local Media
• Businesses relating to the wedding industry

5. 5
Market Research
The group carried out casual, secondary and primary research which provided conclusions that indicate
Sinead is not well known as a wedding singer and that there is a niche in the market for a professional
wedding singer service. Following our research, no professional wedding singer that matches Sinead’s
criteria could be sourced within Donegal and the surrounding counties. From the research undertaken
the group have learned that there is an opportunity for Sinead to expand into potential new markets
such as civil ceremonies, wedding receptions and civil partnerships.
The Market Research methods that were carried out on behalf of Sinead Black were firstly casual
research, talking to previous clients, peers and people involved in the industry. This research gave an
idea of what people already know about the client and outlined their perception of Sinead Black.
Secondary research looked at information on websites. An online survey was carried out by Mrs2b.ie.
They surveyed 2,276 brides and grooms and the results show that:
 Over 20% of couples surveyed spend 4 to 7 hours on wedding websites including social media.
 Between one in four couples do not get married in a church.
 62% of couples used a hotel for their wedding reception.
 30% of couples got engaged in December.
From the above research we know that:
 Social medial is a successful tool and is an inexpensive way to reach Sinead Black’s target market.
 1 in 4 couples are availing of civil ceremonies; Sinead needs to enter this market by providing a
service which facilitates this change in society.
 With a high percentage of 62% couples choosing a hotel for their venue, moving forward Sinead
should include her services in hotels packages and offer a percentage of each sale to the hotel.
This will be good publicity and increase Sinead’s bookings.
 January is a good month to start the campaign as the couples will be starting to plan their
wedding after the Christmas engagement (Mrs2b.ie 2015). We have included information on this
survey in the appendixes.

6. 6
SurveyResults
The primary research was gathered by the marketing team, surveying women between the ages of 20-
50 and collected from different geographical locations throughout Co. Donegal. The findings are as
follows:
Question 1: Are you from the Northwest?
Out of 100 women surveyed 94% were from the North West of Ireland.
Question 2: Are you aware of Sinead Black as a wedding singer?
Out of 100 couples surveyed 7% were aware of Sinead Black Wedding Singer.
Question 3: Can you suggest another professional wedding singer?
Out of 100 couples surveyed 22% knew of another professional wedding singer.
Question 4: How much would you be willing to pay for a professional wedding singer?
Out of 100 couples surveyed:
 72% said they would be willing to pay €150 to €200
 25% said they would be willing to pay €100 to €150
 3% said they would be willing to pay €50 to €100
Question 5: In your opinion what is the most common age that people are getting married today?
Out of 100 couples surveyed:
 14% said 18 to 24 years of age was the most common
 74% said 25 to 34 years of age was the most common
 11% said 35 to 44 years of age was the most common
 1% said 44+ years of age was the most common
Question 6: How would you source a wedding singer?
Out of 100 couples surveyed:
 45% searched online
 12% sourced a singer at a wedding Fair
 10% sourced through a wedding planner
 28% used personal recommendations from friends

7. 7
 5% used other sources.
Competitor Analysis
As part of the market research a competitor analysis examining all possible competitors within
the current market was completed. From the findings, many local competitors, such as; Deirdre
McLaughlin, Maria McCormack and Donna Taggart were discovered and researched by the
marketing team. Each opposition had their own individual style and selling point.
Deirdre McLaughlin has a haunting voice, Maria McCormack plays guitar and delivers a husky
style during her vocal performance, and finally Donna Taggart would be the most similar to
Sinead Black providing a sweeter toned voice. However, Donna has a limited repertoire of songs
and does not accept requests and is located in Omagh. Sinead provides a large repertoire of
songs for all clients. She accepts any requests that are within reason of the rules of the venues
such as churches.
Marketing mix
Sinead’s marketing mix is comprised of the following components; product, price, place and promotion.
A further analysis on the services marketing mix has identified three additional components; people,
physical environment and process. The findings will help the marketing team create tactical action steps
and adjust the strategy whilst taking into account changes in the marketing environment.
Product
Sinead’s business falls within the service industry therefore making her products mainly intangible.
However small elements of tangible products are offered by the business, for example CD’s and
merchandise. Sinead Black is a young aspiring wedding singer, offering her unique voice to enhance the
atmosphere on your special day. You can select your wedding day music from her large repertoire of
songs. Sinead can also accommodate individual requests or learn new material, which may be distinctive
to you and will give special guidance on all aspects of music planning prior to your wedding ceremony.
These core dimensions of the service are meeting the core needs of the buyer. As outlined above, an
augmented level of service is offered through her outstanding customer service. Sinead’s unique selling
point of offering an accommodating and supportive service to all clients indicates a growth in her
potential product level. Sinead’s service can be classified as speciality goods or services. Sinead’s service
has unique characteristics. This is a non-recurring service type therefore allows the business to charge
premium pricing at a competitive rate.

8. 8
Price
As outlined in our primary and secondary research, we now know that couples spend €415 on average
for their wedding ceremony music in Ireland. Our survey proves that couples are willing to pay €150-
€200 in the North West region. However as a marketing team we have come to a conclusion that these
results may not be accurate. When completing surveys, surveyors generally choose the middle price as
they don’t want to appear cheap selecting the lower price and they don’t want to pay the highest price
offered. As this service is of a seasonal nature, the marketing team have suggested following the terms
of premium pricing. This high pricing will reflect the quality of the service and the exclusiveness offered
to the consumer. Sinead’s service also offers special event pricing. This is mainly offered at wedding
fayres and on social media websites and again is link to promotion. Sinead’s price is measured mainly by
cost plus pricing. Travelling is the main cost associated with the service and is greatly considered when
implementing the final cost. We also suggest that Sinead Black Wedding Singer has the potential to
introduce bundle pricing e.g. create a package to sing at both the wedding ceremony and at the drinks
reception.
Place
The main marketing channel within Sinead Black’s business is the internet. Sinead uses social media
websites to sell directly to consumers. The current advancements in technology have allowed Sinead to
create a Face-book like page and select her exact target market when promoting certain posts, photos
etc. An example of this is included in the appendices. This social media platform facilitates the flow of
information about the services and products offered. This channel also gives potential buyers an
opportunity to ask for advice in relation to the service. Another appropriate location is wedding fayres
particularly within the North West region. These fairs give the business an opportunity to physically
demonstrate the service which they offer, and they also allow Sinead to develop her relationship with
potential clients. In relation to cost social media is a free successful way to position Sinead in the
market. Using social media to promote and advertise,reduces costs enabling Sinead to use other
advertising means such as participating at wedding fares. Sinead has developed her own distribution
system in the business. There is no middle-man involved therefore she has full control of all distribution
channels and costs. The aim as a marketing team is to enter Sinead into new markets and distribution
channels, establishing a professional position within the market and then evaluating the effectiveness of
all channels involved.
Promotion
There are several promotional options available to Sinead’s business.

9. 9
Advertising
In the market plan, all print media excluding a Press Release was eliminated. Instead the marketing
team used all aspects of Social Media to advertise & promote Sinead’s new branding & re-identification
change. This choice was supported by our market research which proved that social media was the most
popular choice used by Sinead’s target market. It also creates a green image for the business. Whilst
using a cost free method of advertising.
Personal selling
Personal selling is an opportunity to interact and build a rapport with potential customers. Sinead’s main
personal selling method is attending wedding fayres. They allow her to educate potential customers and
answer any questions they may have. This interpersonal communication increases the potential of
bookings. This technique is also used on all Sinead’s social media platforms allowing interaction with the
target market on a personal level.
Sales and promotion
Promotional campaigns must be planned correctly otherwise they could be unsuccessful and too costly
for the business. From previous experience the marketing team know that the methods of distribution
used, value and timing of discount offers is crucial. The team suggest that Sinead introduces instant
point-of-purchase discounts when attending wedding fayres and other promotional venues. These
discounts produce a higher redemption rate and are a successful way to confirm bookings and increase
sales.
Public Relations
This final element of promotion involves a variety of aspects. The two main tactics which have been
planned for Sinead’s campaign are a public relation charity event to launch Sinead’s new single and a
press release in connection with the event. As the event is charitable, it meets the media regulations
and is therefore newsworthy and will also save the journalist time looking for articles to include in their
paper. The press release will be published before the event and therefore will act as an advertisement
for the event. Small elements of Public Relations are also planned within Sinead black’s online tactics.
The Marketing team plan to design and promote an online brochure and a business card for Sinead’s
business which will be accessible to everyone online especially her target market. It is crucial that Sinead
keeps professional contact with all her key publics. The online brochure will be emailed to each hotel co-
ordinator within the North-west. This is a great way of building business relationships and promoting
bookings. The marketing team advise that after this campaign, Sinead uses all sources of digital and
audio media from this campaign to create an advertisement. This advertisement could be promoted
online and introduced to other channels such as TV.

10. 10
People
Sinead solely represents her business; therefore her reputation, personality and image are all factors
which influence consumers’ judgement on the service offered. This element of the service marketing
mix can be linked back to personal selling within promotion.People buy from people they like therefore
effective customer service is vital and how Sinead handles a customer can be the difference in retaining
or losing a potential booking. At present, customer service can be on the telephone, face to face or
using the internet. Sinead has the appropriate skills, attitude and service knowledge in order to deliver a
quality service. Resulting in customer satisfaction and increasing sales.
Physical environment
This element of the marketing mix relates to the image that Sinead portrays of herself to potential
consumers. By rebranding & completing this re-identification change Sinead is creating a fresh, young
yet professional look. This image reflects a high standard of quality and expectance of Sinead’s services.
This is further enhanced through all social media platforms and when present at wedding fayres
advertising the service. Ambience is a main feature within Sinead’s physical environment. The music
which she produces directly to potential consumers and also the colours and text used on brochures,
her business card and banners all have a positive effect on her sales. One disadvantage within Sinead’s
physical environment is the quality of her consultation room. The marketing team suggest that Sinead
improves the ambience within this room by introducing a bright fresh colour of paint, comfortable chairs
and offer refreshments on arrival. Combining these elements with her existing environment will
promote a professional quality of service.
Process
Thiselementlooksatthe systemusedtodeliverSinead’sservice.The marketingteamhave evaluatedall
processeswithinSineadBlack’sbusiness.Asoutlinedinthe actionsplans,Sineadhastoconducta lotof recording
bothaudioand video.Thereforethe marketingteamwill findthe bestqualityof recordingavailable that
correspondswithSinead’sbudget.Thiswill advance the technological processandaddvalue andqualitytoher
service.Anotheressential processhighlightedinSinead’sbusinessisthe processof bookingherservice.
Thisprocesshas many stages;it beginsbycreatingawarenessof the service,followedbyacceptance of the
service.Thenaconsultationisheldand a bookingfee paymentis received.Thefinalstage involvesthe deliveryof
the service tothe customer.Each stage holdsthe same value toboththe customerand the businesstherefore it
isimportantto conveya highqualityof service throughouteachstage inordertoestablisha successful process
withinSinead’sbusiness.

11. 11
Goals and objectives
1. To increase awareness of the service provided by Sinead Black Wedding Singer and encourage bookings
within the North West of Ireland.
Objectives
• Attend wedding fairs to create awareness and create networking opportunities
• Use various advertising opportunities such as online blogs, newspaper and radio
2. To launch an online platform promoting Sinead Black as an artist, allowing interaction with the public
leading to the potential of creating a loyal fan base
Objectives
• Launching an online presence through social media
• Creating interactive content for subscribers to like, share and follow Sinead Black whilst also creating a
platform for high standard of performance delivered by Sinead Black
3. To obtain employment for Sinead Black as a wedding singer
Objectives
• By increasing bookings annually from 3 ceremonies to 10 ceremonies
• Co-operating the business with wedding co-ordinators in order to increase employment opportunities
• Expand into new markets for further employment opportunities i.e. religious occasions
Tactics
As a Marketing team, it has been discovered from previous clients that in order to successfully complete
a re-identification and re-launch of any business an action plan must be introduced. It allows the public

12. 12
relations company to implement all tactics and stay within the time-frame given. An action plan also
gives the client a better understanding of what is being proposed. Below, there are threeaction plans
outlining a breakdown of the lead-up to and the planned events beginning in the year 2016. It also
highlights any obstacles which may occur and a solution to resolve them.

13. 13
Action Plan 1
DevelopmentGoal:To increase awarenessof the service providedbySineadBlackWedding
Singer.
Date: Action steps Obstacles/solutions
4th
January Discusstype of image that wouldsuit
the re-launchi.e.vintage theme,
plain,non – country theme andpastel
colours.
May be hard to remove countrylook
goodideato researchand have sample
imagesforSineadtoview.
6th
January Decide ona date andvenue forthe
photoshoot.
Financial limitationswilllimitvenue
choice.Shoparoundlocally.
7th
January Booka photographer. Financial disadvantagelimitsthe
choice of a photographer–findbest
deal.Promote photographer(offering
thema promotional deal).
11th
January
Discussclotheschoice andstylingthat
correspondswiththe agreedimage.
Limitedbudget,use existingsourcesof
clothes.
12th
January
Invite onlinebloggertophotoshoot
event.
May be apprehensive –offer
promotioninreturn.
14th
January
Bookmake-upartist. Needtobe available locally,deliver
correct theme of makeup,expensive –
prepare a sample toprovide to
makeupartistand findthe bestpriced
artist.
15th
January Complete photoshoot. Time,unorganisedhardtoknow what
youwant. Pre-planall shots,clothes,
how many shotsyouneedetc.create
strict timeframe.
21st
January Prepare designof popupstand and
orderposterto be printed.
Money,quality,needitquick(for
weddingfairs) -source areliable
printingcompany,shoparound.
25th
January
Researchandevaluate all upcoming
weddingfairsandchoose whichto
attend.
Will limitnumberof fairsdue tocost
constraints,evaluate andrequestbest
price fromthe venue. Choose top4-5
venuesatvariouslocationswithin
Donegal whilststickingtoyourbudget.
17th
January
AttendweddingfairatThe Silver
Tassie Hotel.
Hard to attract attentiondue tosimilar
competitors.Displayappropriate pop-
up stand,engage andinteractwith
clients.

14. 14
Date: Action steps Obstacles/solutions
20th
January Discusspossible songchoicesforanew
single release.
Hard to findnew,unknownmaterial
Solution:Source a songwriterto
produce new material.
22nd
January Meetto reviewsongchoicesandselect
a song whichsuitsa weddingceremony
and that can be usedto reach the
outlinedtargetmarket.
Disagreementorincorrectsongchoice
may hinderthe deliverytothe right
target marketandcreate little
awareness.Seekprofessional advice
fromsoundproducers,editsongto
suitetc.
24th
January AttendweddingfairatHarvey’sPoint
Hotel.
Competitionwill be presentandmay
affectclient’sinterestinSineadBlack.
Highlightunique sellingpointandoffer
promotion.
25th
January Seeksuitable musicianforrecordingof
single.
Expense andavailabilitywillbe limited
due to budget.Use existingsources.
26th
January Bookrecordingstudiotosuitall parties
involved.
Difficulttoco-ordinate all parties
involvedanddifficulttoaccess
recordingstudiowithinourtime-
frame.Discussavailabilitywithall
partiesandbookstudioinadvance
29th
January Bookhair and makeupstylist. If singerisnot lookingprofessional,a
wastedphotographicopportunityin
the studiowill occur.Schedule suitable
time formakeupinadvance
29th
January Bookphotographerforday of recording. May be expensive.Source bestvalue
for bestquality
1st
February Complete all preparationinrelationto
the outline of instrumentsandvocals
the song.
Notbeingfullypreparedmayprolong
time inthe studiotherefore will
increase cost.Meetwithmusicianand
practise song.
8th
February Day of recordinginstudio. Problemsmayarise andtime maybe
wasted.Create atime frame for the
day andensure contingencyplanisin
place.

15. 15
Action plan 2
DevelopmentGoal: To launch an online platform promoting Sinead Black as an artist,
allowing interaction with the public leading to the potential of creating a loyal fan base.
Date: Action steps Obstacles/solutions
11th
February
Researchsocial mediaplatforms
choose the requiredone tosuitthis
businessanditsmarket.
Successful social mediawebsitesmay
be new to the client.Provide linksto
online tutorials.
15th
February
Setup Face-booklike page asa
weddingartistandseta target of
followerstoreachby the endof
timeframe proposed.
Time consumingandwill notbe
supportedunlessithasinteresting
information/visual.Prepare a
positioningstatementandprofessional
information beforehand.
16th
February
Choose andeditphotoswithphoto
shopto uploadto Face-bookpage.
The wrong photomay portraywrong
companyvisiontopotential clients.
Listentoadvice and suggestionsfrom
fellow employeesandpublicrelations
company.
19th
February
Beginemail campaignaskingall
studentsandaddressestohelp
promote newface bookpage.
Email may be lookedatas spam mail
therefore state clearlythe subjectand
include aworkinglinktoFacebookthe
page.
22nd
February Start an advertisementcampaignon
the SineadBlackFace-bookpage by
introducingalike andshare
competition.
Followersmaynotinteract.Use
capturingimagestoshare andprovide a
realisticyetexcitingprize forthe
winner.
24th
February Designanonline brochure.Email the
brochure to all weddingcoordinators
ineach hotel withinthe NorthWest
region.
Weddingcoordinatorswillnotrespond
or have time to include youintheir
promotions.Offerthemapercentage
for eachsale youreceive viatheir
business.
26th
February
Set-upanInstagramand Twitter
account to interactwithmore
followers.
May be difficultandtime consumingfor
the clienttokeepupto date withall
sites.Set-upaHootsuite account which
allowsthe usertouploada photoor
statusto all websitesatonce bylinking
themtogether.
29th
February
Include all eventsonsocial media
and invite followerstoattend.
There may be a missedopportunityto
publicise event.Advertise all event
informationclearly.

16. 16
2nd
march Keepupto date withall messages
receivedfrompotential clientsonall
sites.
Time-consumingtask,if clientsdonot
receive aquickresponse theylose
interest.Setaside anhoureachday to
facilitate all requests

17. 17
Action plan 3 DevelopmentGoal: To obtain employment for Sinead Black as a wedding
singer.
Date: Action steps Obstacles/solutions
7th
March Plana storyboardand theme forthe
videoshoot.
May take some time toget ideasdown
on paperbut will save time andmoney
on the day.
10th
March Decide ona date andlocationsfor
the videoshoot. Make quickvisitsto
locationschosenandnote anyideas
or problemsthatare visible.
Local knowledgeishelpful whenlooking
for the quickestroute possible toshoot
locations.Thisplanningwill save time
and money.Ensure tocheckthe
weatherforecastandhave a
contingencyplaninplace.
14th
March Call and price local videographers
and bookfor a day of filming.
Findthe bestdeal.Ensure theyare
willingtotravel andhave discussed
transportfor the day. Promote
videographer(offeringthema
promotiondeal).
17th
March Discussclotheschoice andstyling
that correspondswiththe agreed
image.Contacthair andmakeup
stylistandbookfor the agreeddate.
Limitedbudget,use existingsourcesof
clothes.Ensure tocheckthe weather
forecastand dressaccordingly.Hairand
makeupare expensive,askfora
discountandofferto promote them
throughsocial mediaprovidingthem
withfree advertisement.
25th
March Meetwithvideographertoeditand
choose scenesforthe video.
Verytime consumingsoagree tomeet
on a day that youcan assignyour time
to the task.
28th
March Create You-Tube account. Thiswill enable youtouploadthe
finishedproducttopromote andgain
followers.
31st
March Planthe event.Choose asuitable
venue alongwithartistsandspecial
gueststo playonthe night.
Keepyouroptionsopen.Havingawell-
equippedvenue will attractbothguests
and bandsalike.
4th
April Contact venuesandgetprices.Book
the bestoption.
Researchlocal eventsandchoose adate
that doesn’tcoincide withotherevents.
5th
April Contact andbook artists. Needtobe available locallyandfind
bestpriced artist.May have optionto
letnew upcomingbandsplayfree of
charge whichwill promote them.

18. 18
7th
April Contact videographerandarrange to
previewthe videobeforefinalising
it.
Thiswill allow foranychangesto be
made before payingforthe finished
product.
11th
April UploadvideotoYou-Tube,Face-
bookand Twitter.
Ensure to include relevantdetailssuch
as artistsname,songtitle,hashtags
and workinglinks,makingiteasierfor
the target marketto findandfollow
SineadBlack.
12th
April Contact a local charityasking
permissiontohostaneventinaidof
theircharityand requesta
representative tobe presentonthe
night.
Make sure the charity isregistered.
Ensure all relevantpaperworkis
available andcompletedbefore
advertisingthe eventcampaign.
13th
April Designanonline posterforthe
charityeventandpost to all social
mediasites.
Ensure the correct informationis
included,highlightingthatitisa charity
eventandentryfee isdonationsonly.
15th
April Contact the musicproducerto
prepare copiesof the single tobe
soldat the event.
Askfor the bestprice possible asa
percentage of the saleswill alsobe
donatedtothe chosencharity.
19th
April Create eventonFace-bookand
invite followerstoattend
Ensure relevantinformationisdelivered
to attract the correct market.
22nd
April Prepare the pressrelease Get the pressrelease writtenup
ensuringall relevantinformationison
paperand proof read.Contact local
mediafora price on the pressrelease.
28th
April Sendthe pressrelease tolocal paper
of choice.
Ensure to selecta newspaperthat
supportsthe purpose of plannedevent
locally.Thiswill reachcorrectaudience.
4th
May Make courtesyphone call tothe
charityrepresentative,artists and
journalist.
Importantconfirmationcall ensuring
everyone attendsonthe night.
7th
May Call to venue andensure all
equipmentandfacilitatesare in
place.
Thisis veryimportantasany
discrepancieswill be resolvedbefore
the night.
11th
May Arrange to hire a van forthe night
priorto the event.
To collectall equipment,postersand
cd’s.
13th
May Prepare a checklistand loadvan
withgear.
Double checkthatall equipment
necessaryisplacedinthe van.

19. 19
Budget
A budget of €3000 has been provided to complete this re-launch and identification change of Sinead
Black Wedding Singer. A detailed estimated budget break-down has been included in the appendix
which links back to all tactics and is segmented by each event. The main estimated costs include
recording both audio and video and completing photo shoots. The Marketing team have reduced the
estimated costs of promotion and advertisement due to the use of social media, planning a press
release and using Sinead’s student disadvantage to their advantage.
14th
May Call to venue withvanandprepare
room forthe event.Complete afinal
soundcheck.
Thiswill give acouple of hoursbefore
guestsarrive andmake sure everything
isin orderto avoidany setbacks.
14th
May Holdcharity eventtonight. Planand delegate jobsforeachaspect
of the evente.g.cdsalesassistant,door
staff.Thiswill ensure all donationsare
monitored.
15th
May Evaluationconsultation. Clientandpublicrelationsteammeetto
evaluate andshare opinionsonall
tactics completed.
18th
May Future progressionconsultation. Clientandpublicrelationsteammeetto
schedule meetingsforpotential clients,
weddingcoordinatorsandlocal media.
Potential eventswill alsobe discussed.

20. 20
Evaluation
From completing Sinead’s situation analysis at the beginning of this report, it was clear to see that the
singer was relatively unknown in comparison to her rivals and Sinead’s key publics have the incorrect
perception of her services. One major disadvantage within this business is financial restrictions, and this
was one obstacle that was taken into consideration when creating a budget.
A time-scale for the marketing campaign was designed beginning in January 2016 and ending mid- May
2016.
A detailed outline of all proposed tactics was constructed by the marketing team and are based around
4 major stages:
 Completing a photoshoot to re-brand Sinead Black wedding singer
 Establishing an online presence via social media websites
 Releasing a single with a corresponding video for charity
 Organising a publicity charity event, completing a press release to publicise the event.
From previous clients, the group suggested that these four tactics are sufficient to promote all aspects
that are intended to complete this re-identification and re-imaging process within the time-scale given.
Goals will be reached if all action steps suggested are implemented. The marketing team have also
highlighted any obstacles and provided a solution to the client therefore the team are prepared for any
unforeseen eventualities that may occur.

21. 21
Appendices
SWOT Analysis
Strengths
 Talented young singer with a unique voice
 Educated background and experience of the music industry
 Currently completing a business degree
 Can learn new material and adapt to all clients requests
 Has an understanding of all religious needs
 Connections in the music industry
 Home studio
Weaknesses
 Cannot play the guitar
 Financial limitations
 Incorrect perception as a country singer rather than a wedding singer
 Not as much life experience
 Time limitations due to being a student
 Not producing fresh material often enough
Opportunities
 Ability to learn new instrument
 Availability of new markets due to central location
 Very versatile and can enter similar markets e.g. family events
 Create social media presence
 Use local services
 A new year provides an opportunity to produce a new single
Threats
 Seasonal work limits Sinead’s employment
 Competitors
 A niche market may not sustain full employment and may need to expand into other markets

22. 22
PEST Analysis
Political
 Same sex marriage referendum in May 2015 could expand Sinead’s target market
 Liable for taxes when registering Sinead Black as a business
 Adhering to all copyright laws
Economical
 General taxation issues
 Price conscious due to economic downturn
 Decrease in credit availability from banking institutions
 Limitations to access financial assistance due to occupation as a student
Socio-cultural
 Religious and lifestyle choices
 Aging community – Changes in ages of people getting married – both young and old.
 Religious authorities have a strong influence over business methods used
Technological
 Increase in use of social media
 Advancement in equipment for example PA system
 Easier methods of communication available through new technology
Diagram of time-frameproposed

23. 23
Market research

24. 24

25. 25
Sinead Black Wedding Singer Survey
1. Are you fromthe Northwest?
 Yes
 No
2. Are you awareof Sinead Black as a wedding singer?
 Yes
 No
3. Can you suggestanother professionalwedding singer?
______________________________________________
4. How much would you be willing to pay for a professionalwedding singer?
 €50 - €100
 €100 - €150
 €150 - €200
5. In your opinion whatis the most common age that people are getting married
today?
 18- 24
 25-34
 35-44
 44+
6. How would you sourcea wedding singer?
 Online
 Wedding fair
 Wedding planner
 Personal recommendations
 Other ______________________________________________
Have you any other suggestions for improving this service?
________________________________________________________________

26. 26
Example of how social media can be filtered to reach target market

27. 27
Detailed budget
Event 1
Event No 1 - Completing photshoot and attending Wedding Fayres
Date Tactic Expense Tactic cost Duration Duration cost Total day cost
01/01/2016 Image perception consultation NE €0.00 2 hours €20.00 €20.00
03/01/2016 Date and venue confirmation petrol to venue €5.00 1 hour €10.00 €15.00
05/01/2016 Book a photographer phonecall cost €0.50 10 minutes €1.67 €2.17
05/01/2016 Book a photographer photographer cost €150.00 20 minutes €3.34 €153.34
08/01/2016 Clothes choice consultation NE €0.00 30 minutes €5.01 €5.01
09/01/2016 Invite online blogger to photoshoot by email NE €0.00 10 minutes €1.67 €1.67
09/01/2016 Book make up artist phonecall cost €0.50 10 minutes €1.67 €2.17
09/01/2016 Book make up artist cost of make up artist €25.00 10 minutes €1.67 €26.67
10/01/2016 complete photoshoot includes planning photoshoot €0.00 2 hours €20.00 €20.00
11/01/2016 design and order pop upstand pop up stand cost €140.00 1 hour €10.00 €150.00
12/01/2016 Research and evaulate all wedding fayres internet cost and phone cost €7.50 1.30 hours €15.01 €22.51
17/01/2016 Attend wedding fayre at the Silver Tassie Hotel petrol cost €10.00 0 €0.00 €10.00
17/01/2016 Attend wedding fayre at the Silver Tassie Hotel stand expense €80.00 3 hours €30.00 €110.00
20/01/2016 Song choice consultation for new release internet costs and research €2.00 1 hour €10.00 €12.00
24/01/2016 Attend wedding fayre at Harveys Point Hotel petrol cost €20.00 0 €0.00 €20.00
24/01/2016 Attend wedding fayre at Harveys Point Hotel stand cost €120.00 3 hours €30.00 €150.00
25/01/2016 book suitable musician for single recording musican cost €50.00 20 minutes €3.34 €53.34
26/01/2016 book recording stuido studio day cost €300.00 10 minutes €1.67 €301.67
27/01/2016 book hair and makeup hair and makeup cost €50.00 5 minutes €0.84 €50.84
29/01/2016 book photogrpaher/videographer cost of photographer €120.00 10 minutes €1.60 €121.60
01/02/2016 complete all preparation for day for recording NE €0.00 1 hour €10.00 €10.00
08/02/2016 day of recording in studio NE €0.00 1.30 hours €15.01 €15.01
Public Relation time costs
Duration cost: Total costs €1,273.00
€10.00 per hour
€1.67 every 10 minutes
€0.167 per minute
*NE = No Expense
PR Time costs

28. 28
Event 2
Event No 2- Establishing a social media presence
Date Tactic Expense Tactic cost Duration Duration cost Total day cost
11/02/2016 Research social media platofrms and choose best suited Internet cost €3.00 1 hour €10.00 €13.00
13/02/2016 Set up facebook like page Internet cost €3.00 1.30 hours €15.01 €18.01
16/02/2016 Choose and edit photos to upload to social media Editing costs €2.00 1 hour €10.00 €12.00
17/02/2016 Email campain to promote facebook page Internet cost €3.00 I hour €10.00 €13.00
20/02/0216 Begin advertising Campain on facebook Buy boosts for advertisment €2.00 30 minutes €5.01 €7.01
23/02/2016 Design an online brochure Design software €3.00 1 hour €10.00 €13.00
25/02/2016 Email online brochure to all coordanatiors Internet cost €3.00 1 €10.00 €13.00
28/02/2016 Setup a twitter and instagram account Internet cost €3.00 1.30 hours €15.01 €18.01
29/02/2016 Include all events on social media websites Internet cost €3.00 1 hour €10.00 €13.00
02/03/2016 keep up to date with all message received online from potential clientsRegular replies and updates €10.00 2 hours €20.00 €30.00
Public Relation time costs total costs €150.03
Duration cost:
€10.00 per hour
€1.67 every 10 minutes
€0.167 per minute
*NE = No Expense
PR Time costs

29. 29
Event 3
Event No 3 - Completing Video and holding Public relations event
Date Tactic Expense Tactic cost Duration Duration cost Total day cost
07/03/2016 Plan story board and theme for video shoot NE €0.00 2 hours €20.00 €20.00
10/03/2016 Confirm location and visit each shoot location Travel costs €30.00 3 hours €30.00 €60.00
14/03/2016 Book videographer Phonecall cost €0.50 10 minutes €1.67 €2.17
14/03/2016 Book videographer videogropaher cost €200.00 20 minutes €3.34 €203.34
17/03/2016 Book hair and makeup Phonecall cost €0.50 10 minutes €1.67 €2.17
17/03/2016 Book hair and makeup hair and makeup cost €50.00 10 minutes €1.67 €51.67
25/03/2016 Editing meeting with videographer editing costs €100.00 30 minutes €5.01 €105.01
28/03/2016 Create you-tube account internet costs €3.00 20 minutes €3.34 €6.34
31/03/2016 Plan Pulic relations event research costs €5.00 1 hour €10.00 €15.00
04/04/2016 conact venues and book best option phonecall costs €10.00 2 hours €20.00 €30.00
05/04/2016 contact and book artists sms costs €3.80 30 minutes €5.01 €8.81
07/04/2016 Final consultation with videogrpaher Travel cost to studio €5.00 1 hour €10.00 €15.00
11/04/2016 upload video to all social media sites internet costs €3.00 20 minutes €3.34 €6.34
12/04/2016 Make contact with local charity phonecall cost €0.50 10 minutes €1.67 €2.17
13/04/2016 Design an online brochure Design cost €20.00 1 hour €10.00 €30.00
15/04/2016 contact music producer and order copies of new single phonecall cost €1.00 20 minutes €3.34 €4.34
15/04/2016 contact music producer and order copies of new single production and delivery costs €150.00 0 €0.00 €150.00
19/04/2016 create event on facebook and invite followers to attend internet costs €3.00 2 hours €20.00 €23.00
22/04/2016 prepare press release editing costs €15.00 2 hours €20.00 €35.00
28/04/2016 send press release to local paper email costs €1.00 20 minutes €3.34 €4.34
04/05/2016 confirmation phonecall to all parties involved in event phonecall costs €5.00 30 minutes €5.01 €10.01
07/05/2016 pre check venue and all its facilitates travel costs €5.00 1 hour €10.00 €15.00
11/05/2016 Van hire for event research and phone call costs €4.00 10 minutes €1.67 €5.67
11/05/2016 Van hire for event rental cost €80.00 0 €0.00 €80.00
13/05/2016 prepare checklist and load gear into the van for event NE €0.00 1 hour €10.00 €10.00
14/05/2016 Hold charity event tonight venue and staff costs €200.00 3 hours €30.00 €230.00
15/05/2016 Evaluation consultation research and meeting costs €50.00 1.30 hours €15.05 €65.05
18/05/2016 future progession consultation resarch and meeting costs €50.00 2 hours €20.00 €70.00
Public Relation time costs
Duration cost:
€10.00 per hour Total costs €1,260.43
€1.67 every 10 minutes
€0.167 per minute
*NE = No Expense
PR Time costs

30. 30
Budget Summary
Budget Summary
Public relation team's time costs
Event one €192.50
Event two €115.03
Event Three €265.13
Total €572.66
Event expenses (excluding PR costs)
Event one €1,080.50
Event two €35.00
Event Three €995.30
Total €2,110.80
Addiontal Expenses
Total Administration cost €45.00
Extra Internet costs €30.00
Completion of survey costs (including time) €60.00
Total budget given €3,000.00
Total of budget spend €2,818.46
Balance €181.54
Evaulation of Budget
As shown above the most expensive event is Event 1 which invloves setting up the business.
Establishing a social media presence can be created with a small fraction of the budget and
yet effective.Set aside a small amount of the budget to ensure all costs are covered at the
end e.g. Additional expenses. follow your budget strictly and be prepared to rearrange
tactics to suit your budget.