Marketing Communications Report. Communications Strategy with Budget and Timings Plan E-Book

Luke Gipson

• Herausgeber: GRIN Verlag
• Sprache: Englisch

Veröffentlichungsjahr: 2015

Beschreibung

Project Report from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1st Class / 77%, University of Kent (Kent Business School), course: Business Administration (Marketing), language: English, abstract: The Saga Group is the UK’s leading provider of products and services targeted to people aged 50 and above. These include insurance, personal finance, the 7th most read paid for magazine in the UK (Press Gazette, 2013) and holidays. Saga Holidays is exploring a loyalty scheme proposal and the report provides a concept and comprehensive communications plan. The report provides a contextual analysis of the UK travel industry and outlines that Saga offers holidays which are focused on value and quality. This is supported with a perception map which highlights how there are a number of competitors within the all-inclusive segment. Following this is a SWOT analysis outlining the internal capabilities and the external options of Saga Holidays. Based on primary research with 50 respondents and secondary sources the segmentation of the target customers has identified 3 groups who the loyalty scheme should be targeted at. The Saga One loyalty card rewards the customer with what they want. Saga One is a customer focused loyalty scheme offering exclusivity, experiences and most importantly simplicity. The strategy suggested is over a 12-month period and in total has 6 objectives that it will seek to achieve by applying the DRIP framework and pull strategies. Based on the strategic analysis the communications mix uses a combination of above and below the line methods. The scheme will be communicated using Sagas well-established channels and advertising, the report presents pre tested concepts in Appendix P. The Saga One loyalty scheme has three key themes of Exclusivity, Experience and Simplicity, these fit into the ‘Wow’ trend of loyalty. The key segments are targeted using a combination of Internet, Advertising and Public Relations to provide the most effective coverage within the budget set. Finally the report provides a full budget and Gantt chart for the 12 months of communicating the loyalty scheme. In order to use the time effectively, the majority of activities are ‘dip’ related in order to keep customers aware of the loyalty scheme and what it represents.

Leseprobe

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Contents

1. Executive Summary

2. Report Outline

3. Analysis of the UK Travel Market

3.1 – The UK Tourism Market

3.2 – Value and Volume of UK Travel Market

3.3 – Overview of Saga Holidays

3.4 – Perception Map of UK Travel Market

3.5 - Advertising Spending

3.6 – SWOT Analysis of Saga Holidays

4. Segmentation and Target Segments

4.1 – Primary Research Methodology

4.2 – Demographic

4.3 – Psychographic

4.4 – Geographic

4.5 – Targeting and Positioning

5. Saga Loyalty Scheme Proposal

5.1 – Influences

5.2 – Loyalty Scheme Outline

5.3 – USP

5.4 – Branding

6. Objectives

6.1 Corporate objectives

6.2 Marketing objectives

6.3 Marketing communication objectives

7. Communications Strategy

7.1 DRIP Elements of marketing communications

7.2 Positioning

7.3 The 3P’s of marketing communications strategy

7.4 The importance of Internet Strategies

7.5 Strategic Balance

8. Communications Mix

8.1 – Loyalty Trends

8.2 – Communication Overview

8.3 - Communication Methods

8.4 – Internet

8.5 – Advertising

8.6 – Public Relations/Radio

9. Budget Outline

9.1 Budget Outline

10. Scheduling

11. Control of campaign

11.1 – Recommendations based on Pre-test

11.2 – Effectiveness Indicators

11.3 – Objectives Evaluation

References

Appendices

1. Executive Summary

The Saga Group is the UK’s leading provider of products and services targeted to people aged 50 and above. These include insurance, personal finance, the 7th most read paid for magazine in the UK (Press Gazette, 2013) and holidays. Saga Holidays is exploring a loyalty scheme proposal and the report provides a concept and comprehensive communications plan.

The report provides a contextual analysis of the UK travel industry and outlines that Saga offers holidays which are focused on value and quality. This is supported with a perception map which highlights how there are a number of competitors within the all-inclusive segment. Following this is a SWOT analysis outlining the internal capabilities and the external options of Saga Holidays. Based on primary research with 50 respondents and secondary sources the segmentation of the target customers has identified 3 groups who the loyalty scheme should be targeted at.

The Saga One loyalty card rewards the customer with what they want. Saga One is a customer focused loyalty scheme offering exclusivity, experiences and most importantly simplicity. The strategy suggested is over a 12-month period and in total has 6 objectives that it will seek to achieve by applying the DRIP framework and pull strategies. Based on the strategic analysis the communications mix uses a combination of above and below the line methods. The scheme will be communicated using Sagas well-established channels and advertising, the report presents pre tested concepts in Appendix P.

The Saga One loyalty scheme has three key themes of Exclusivity, Experience and Simplicity, these fit into the ‘Wow’ trend of loyalty. The key segments are targeted using a combination of Internet, Advertising and Public Relations to provide the most effective coverage within the budget set.

Finally the report provides a full budget and Gantt chart for the 12 months of communicating the loyalty scheme. In order to use the time effectively, the majority of activities are ‘dip’ related in order to keep customers aware of the loyalty scheme and what it represents.

2. Report Outline