BUS201Assignment Marketing Plan, Part 4Assignment Market.docxrobert345678
BUS201
Assignment: Marketing Plan, Part 4
Assignment: Marketing Plan, Part 4
Due Friday Dec 09 by 11:59pm
Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments.
When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan should be complete. You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor.
Marketing Mix (Four Ps)
Product Strategy
Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider:
What level of quality and consistency does the offering have?
How many features does it have and can they be removed or added?
How well does your product or service deliver what the customer values? How can it improve?
What improvements would help your offering compete more effectively?
Pricing Strategy
How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:
How sensitive are your customers to changes in price?
What revenue will you need to break even and achieve profitability?
What does the price say about your product in terms of value, quality, prestige, etc.?
Place: Distribution Strategy
What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:
What are the best distribution channels and methods for you to use, and why?
Will you have a retail outlet and if so, where will it be located?
In what geographic area(s) will your product/service be available?
Promotion: Integrated Marketing Communications Strategy
Use the template below to layout your design for a marketing campaign aimed at your target segment.
Approach
How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.
Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the us.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Visual Communication Planner: Communication made easyGabriele Carboni
Please refer to the v 3.0 slides.
Communication strategy doesn’t have to be complicated. Analyse, outline & create a visual plan of your web communication strategy with our free download
Presentation power hour 14 how to drive customers to your website TheoRuby
“How do I get customers to visit my website?” is the most common question we are asked by SMEs, so each action below is designed take you through the entire process from start to finish:
Setup | Learn how to set up intelligent tracking tools (Google Analytics, Console & CRMs)
Understand | Discover customer touchpoints and how to stand out from the crowd
Prepare | Ensure all marketing channels/lead magnets are consistent and in-line with core values
Attract | Create a compelling story that offers real value to the target audience
Nurture | Build long-lasting relationships and repeat customers
Review | Monitor results and adjust campaigns to maximise effectiveness
Building Effective Social Media Strategies - Customer Experience event, Enige...3seven9
What do you do once you have your social strategy in place? How do you make it effective and how do you measure your progress and the customer experience you have delivered?
David Wood heads up New Business at Design and Marketing agency 3seven9. This presentation took place at a Customer Experience event, hosted by Enigen CRM on 24/04/13. It covers the all-important topic of how to create an effective social media strategy that gives you ROI, the problems that you may face along the way and how content marketing is becoming a game changer.
3seven9 are a design and marketing agency. We have been creating innovative web solutions and interactive marketing campaigns since 1995. We work across multi-sectors, in B2B and B2C markets and we're proud of what we do. Meeting your business needs is not good enough. We want to do so in a manner that pushes creative boundaries and explores new technology, getting underneath the needs of your customer to make your presence work not only for you, but also for them.
When you come to us with a challenge, we will work with you to uncover which combination of our services will integrate to meet your business needs and project expectations. Each project is afforded the same strategic approach, swift delivery but with highly flexible deliverables.
Specialties
Website design, Web applications, Integrated social strategy, SEO, PPC, Email marketing, Responsive sites, Social segmentation reports, Brand design, Content platforms, Integrated marketing, Multichannel marketing, Print collateral, Brand design, Content marketing
ZGB - The Role of Generative AI in Government transformation.pdfSaeed Al Dhaheri
This keynote was presented during the the 7th edition of the UAE Hackathon 2024. It highlights the role of AI and Generative AI in addressing government transformation to achieve zero government bureaucracy
Russian anarchist and anti-war movement in the third year of full-scale warAntti Rautiainen
Anarchist group ANA Regensburg hosted my online-presentation on 16th of May 2024, in which I discussed tactics of anti-war activism in Russia, and reasons why the anti-war movement has not been able to make an impact to change the course of events yet. Cases of anarchists repressed for anti-war activities are presented, as well as strategies of support for political prisoners, and modest successes in supporting their struggles.
Thumbnail picture is by MediaZona, you may read their report on anti-war arson attacks in Russia here: https://en.zona.media/article/2022/10/13/burn-map
Links:
Autonomous Action
http://Avtonom.org
Anarchist Black Cross Moscow
http://Avtonom.org/abc
Solidarity Zone
https://t.me/solidarity_zone
Memorial
https://memopzk.org/, https://t.me/pzk_memorial
OVD-Info
https://en.ovdinfo.org/antiwar-ovd-info-guide
RosUznik
https://rosuznik.org/
Uznik Online
http://uznikonline.tilda.ws/
Russian Reader
https://therussianreader.com/
ABC Irkutsk
https://abc38.noblogs.org/
Send mail to prisoners from abroad:
http://Prisonmail.online
YouTube: https://youtu.be/c5nSOdU48O8
Spotify: https://podcasters.spotify.com/pod/show/libertarianlifecoach/episodes/Russian-anarchist-and-anti-war-movement-in-the-third-year-of-full-scale-war-e2k8ai4
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Canadian Immigration Tracker March 2024 - Key SlidesAndrew Griffith
Highlights
Permanent Residents decrease along with percentage of TR2PR decline to 52 percent of all Permanent Residents.
March asylum claim data not issued as of May 27 (unusually late). Irregular arrivals remain very small.
Study permit applications experiencing sharp decrease as a result of announced caps over 50 percent compared to February.
Citizenship numbers remain stable.
Slide 3 has the overall numbers and change.
This session provides a comprehensive overview of the latest updates to the Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards (commonly known as the Uniform Guidance) outlined in the 2 CFR 200.
With a focus on the 2024 revisions issued by the Office of Management and Budget (OMB), participants will gain insight into the key changes affecting federal grant recipients. The session will delve into critical regulatory updates, providing attendees with the knowledge and tools necessary to navigate and comply with the evolving landscape of federal grant management.
Learning Objectives:
- Understand the rationale behind the 2024 updates to the Uniform Guidance outlined in 2 CFR 200, and their implications for federal grant recipients.
- Identify the key changes and revisions introduced by the Office of Management and Budget (OMB) in the 2024 edition of 2 CFR 200.
- Gain proficiency in applying the updated regulations to ensure compliance with federal grant requirements and avoid potential audit findings.
- Develop strategies for effectively implementing the new guidelines within the grant management processes of their respective organizations, fostering efficiency and accountability in federal grant administration.
What is the point of small housing associations.pptxPaul Smith
Given the small scale of housing associations and their relative high cost per home what is the point of them and how do we justify their continued existance
Up the Ratios Bylaws - a Comprehensive Process of Our Organizationuptheratios
Up the Ratios is a non-profit organization dedicated to bridging the gap in STEM education for underprivileged students by providing free, high-quality learning opportunities in robotics and other STEM fields. Our mission is to empower the next generation of innovators, thinkers, and problem-solvers by offering a range of educational programs that foster curiosity, creativity, and critical thinking.
At Up the Ratios, we believe that every student, regardless of their socio-economic background, should have access to the tools and knowledge needed to succeed in today's technology-driven world. To achieve this, we host a variety of free classes, workshops, summer camps, and live lectures tailored to students from underserved communities. Our programs are designed to be engaging and hands-on, allowing students to explore the exciting world of robotics and STEM through practical, real-world applications.
Our free classes cover fundamental concepts in robotics, coding, and engineering, providing students with a strong foundation in these critical areas. Through our interactive workshops, students can dive deeper into specific topics, working on projects that challenge them to apply what they've learned and think creatively. Our summer camps offer an immersive experience where students can collaborate on larger projects, develop their teamwork skills, and gain confidence in their abilities.
In addition to our local programs, Up the Ratios is committed to making a global impact. We take donations of new and gently used robotics parts, which we then distribute to students and educational institutions in other countries. These donations help ensure that young learners worldwide have the resources they need to explore and excel in STEM fields. By supporting education in this way, we aim to nurture a global community of future leaders and innovators.
Our live lectures feature guest speakers from various STEM disciplines, including engineers, scientists, and industry professionals who share their knowledge and experiences with our students. These lectures provide valuable insights into potential career paths and inspire students to pursue their passions in STEM.
Up the Ratios relies on the generosity of donors and volunteers to continue our work. Contributions of time, expertise, and financial support are crucial to sustaining our programs and expanding our reach. Whether you're an individual passionate about education, a professional in the STEM field, or a company looking to give back to the community, there are many ways to get involved and make a difference.
We are proud of the positive impact we've had on the lives of countless students, many of whom have gone on to pursue higher education and careers in STEM. By providing these young minds with the tools and opportunities they need to succeed, we are not only changing their futures but also contributing to the advancement of technology and innovation on a broader scale.
A process server is a authorized person for delivering legal documents, such as summons, complaints, subpoenas, and other court papers, to peoples involved in legal proceedings.
2. If your entity needs…
To strengthen the brand of the organization
To attract your target audience with right expectations
To improve your conversion rate
8. WHY SYNERGY?
• It is not just up to front-office operations (GIP/ GCDP) to
design the whole programme plan.
• Back-Office Support Functions need to co-create and
provide input to the Programme Strategy with along with
Exchange Function.
• Having unified goals and purpose within the team is very
important.
9. Build strategies
together
Clear Common
Goals and
Tracking Metrics
Clear allocation of
responsibilities
Have (bi)weekly
meetings
Create a routine, track
and check
implementation and
results
Use your Backwards
plan to decide Sign up
and Apply goals
Also track KPIs as
Conversion Rate
Define responsibilities
based on conversion
flow
Define needs for oGIP
and build Marketing
strategies to support it
10. If you are a Tier 1 entity and you use GCTM you can try
to find different channels and messages to attract your
customer
To have some ideas how to do it, take a look in the next
slides
11. • Participate in PR Events to connect
with companies and students
13. • Create new Campaigns, invest in creative
message
What are the borders of your classroom?
Teach To Learn Campaign
14. • Create new Campaigns, invest in creative
message
• Participate in PR Events to connect
with companies and students
• Invest on Advertising
• Additional graphic materials
17. Your main Marketing/
Communications target is the
same as your ELD goal and
should therefore also be
tracked based on your
chosen segmented markets.
Have raising goals for each
sub-product.
Campaign should be customized
towards your specific target
audience.
Therefore understand their wants,
needs, interests and what
context they’re living in during the
time period when you wish to run
the campaign.
18. Answers to the questions...
• Which channels’ do our Targets
normally visit?
• How often do they go to these
places?
• What do they do there?
Answers to these types of questions
will help you clarify..
(1) Which Channel/ Places should you
focus on for your promotions? and,
(2) When is the best timing for you to
release your materials?
You will have a Main Message/ Tag-line that
captures and communicates the Unique Value
Proposition of your Programme to your Target
Audience. You will also have to further customize
how you package this according to each channel
you plan to utilize.
(1) Main Message: To come up with the general
theme and tagline for your campaign, you should
base this on what will be most attractive and
engaging to your Target Audience.
(2) Customized Messages for Channels: Your
general message should then be customized
according to each channel you will be using it in.
Especially for online social media, this will help
“optimize” engagement and drive stronger
influence.
For more marketing information about the GTCM check the Wiki A Guide To Marketing
19. Remember your RE goal for
different sub products and your
partners did in your planning
27. Common Oversights in defining your
Target Audience
Thinking your customer is the
same for all the products
Having an overview of your
customer that is too general
Not thinking the way
your customer does
For more marketing information about the Customer Flow check the Customer Research Wiki
28. STEP 1: IDENTIFY YOUR CUSTOMER
Build a Customer Profile Map
BACKGROUND
(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY
(When are they available?
For how long?)
INTERESTS/ NEEDS
(what motivates them in
everyday life?)
Informed by:
• OPS/ ORS analytics
• Trends in
backgrounds
• NPS Promoters
• Trends in
Top promoter
Reasons
• Comments
Responsible:
VP Exchange
•
This is your basic understanding
of your ideal customer
29. STEP 1: IDENTIFY YOUR CUSTOMER
Build a Customer Profile Map
BACKGROUND
Web Development
(or Other specific technical
programming skills)
LANGUAGE ABILITY
English – Intermediate to
Excellent
TIME AVAILABILITY
3 months starting April
INTERESTS/ NEEDS
- Aspiring Entrepreneur
- Wants to gain
professional learning
Informed by:
• OPS/ ORS analytics
• Trends in
backgrounds
• NPS Promoters
• Trends in
Top promoter
Reasons
• Comments
Responsible:
VP Exchange
Build a Customer Profile Map
31. At this point, you've already formed your first level
understanding of who your customer is!
Next, it's time to get a more in depth perspective!
32. STEP 2: UNDERSTAND HOW THEY THINK
Build a Customer Insights Map
• Based on your basic understanding conduct External Market Research
• Run surveys/ interviews/ assessments to understand:
• Where you’re customers are and when they are there?
• What they’re state of mind is at that touch point?
• What needs do they possess at that given point?
Main Responsible: VP Comms
33. 2. Customer Insight map
Timeline April
Context Wants to build his/ her own startup
Emotional Status
(What problems does
s/he need to solve?
Loves to experiment with new web
ideas, attracted to quirky humor,
obsessed with 9gag
Needs
(What problems does
s/he need to solve?)
I need to learn what it takes to run
my own company
Touchpoints
(Through which channels
can we reach him/her?)
Tech websites, Start up
magazines, social media
36. MESSAGE
Your Messaging should be based on the answer to the question—
“Why should I buy into this specific opportunity?”
1. Customize a Value Proposition for each Issue
(Example: Teach to Learn)
1. List down the Key Benefits a customer will gain from the
opportunity under this specific issue ?
(ex. Gain personal development, make a difference in student’s lives)
2. What are the Reasons to believe/ Proof points for this issue?
(ex. Stories, testimonials, Impact of projects)
39. CHANNELS
1. With your Customer Profile Research, identify the Key
Channels which present ideal opportunities for you to
connect with your target audience
2. Can be online (ex. social media channels) or physical
channels (on campus, bus stops, youth events, etc.)
3. Determine KPI’s for each of these channels that clarify the
ROI of these channels for the marketing campaign
4. A Customer Journey Map can help!
41. Touchpoints Facebook Website
Mental Barrier I’m turned off by ads on social
media
I only have a 2 min attention span
Question What’s happening in the world? Where can I go? What can I do?
Motivation I want to experience something
worth sharing
I get to travel and make a
difference? Cool!
Activity I’m browsing my wall feed for
updates from my friends
I browse the homepage and I look
for “about” and “process”
Message/ Information Redefine yourself Basic Information on where you can
go, what you can do, how to apply
Reason to Believe Here’s a story that made a
difference!
Showcase direct impact of projects
Tactic Story of an EP teaching kids in
Latin America links to website
Basic + most engaging info, Call to
action visible on each info page
KPI # clicks to website # sign ups
STRANGER VISITOR
44. What is your end goal? Everything you do
from this point is to drive the end goal.
To send students abroad!
G T C M
Example
Goal: 300 EP’s raised. With a 50%
conversion rate — you will need 600
qualified leads.
Target: Senior University students in
English, International Relations, Business
looking to develop their language skills
Channel:
- Offline promotion: University (Events,
Classroom Talks, Booths, Newsletters)
- Print (3 Flyers for the 3 countries)
- Online Facebook & Website campaign
- Email Marketing for Follow Up & Nurture
Message: Teach abroad this Summer
and impact entire communities
through education. Develop yourself
while developing the potential of
others.
Keywords: Impact, Develop, Teach,
Educate,
To provide 300 senior university students who are graduating soon
on Global Talent Teaching Internships in India, Colombia, Brazil
this Summer for 3 months.
45. Example
Take a look what
AIESEC in Colombia
done: Speak to one
target audience
interested in IT
internship.
49. TIMELINE Jul Aug Sep Oct Nov Dec Jan
Team Preparation
Attract
Recruitment
Support EP & MA
RE & Follow up
Go deeper in the timeline for your LCs!
If you want to realize EPs on January RE peak, you should take care of the
steps before it, like attract that your LCVPs are executing.
It’s recommended that you manage a national timeline for your LCs, with
clear deadlines of application and so on.
51. Start with Team Preparation!
Team Selection
Trainings
Team Bulding
OGIP: Set right profile and define team start
date
TM: Define recruitment timeline considering
team start date
TM: AIESEC Induction
OGIP: Area training
OGIP: GTKEO, Integration, Team identity,
team values
Timeline: 1st Month
Duration: 2 weeks
52. Communication Plan
Stands and physical promotion
Virtual Channels Promotion
Timeline: 2nd Month
Duration: 4 weeks
Attract
September
Contact Lead
Select
Conversion Sign Up to Apply
Timeline: 3rd and 4th
Months
Duration: 8 weeks
Convert
October, November
What needs to happen in each month?
53. Communication Plan
Stands and physical promotion
Virtual Channels Promotion
Timeline: 3rd, 4th, 5th
Months
Duration: 10 weeks
Support EP & MA
October, November, December
Contact Lead
Select
Conversion Sign Up to Apply
Timeline: 3rd and 4th
Months
Duration: 8 weeks
RE & Follow up
January, February
54. Every month, make sure your LCs are following the timeline
As MCVP, you should take care of the implementation of the
strategies and the timeline!
MC VP Implementation Example:
If you want to attract people on September, you should consider
that you will delivery online trainings in August to prepare LCVPs
for run promotion in September
Create clear deadlines and be aware of it!
55. Aug Sep
W1 W2 W3 W4
Attract
Online
Training 1
Online Training 2
+ Create
Communication Plan
Newsletter To Engage
your Members
Marketing Campaign
IMPLEMENTATION TIMELINE EXAMPLE
(To attract people in September)
Make sure you and your LCVPs are prepared to run
marketing campaign before it happens!