Create a marketing communication plan to promote Hull City of Culture, with a view to increase Hull’s visitor numbers and to improve Hull’s attractiveness as a visitor destination. Conduct market research (both primary & secondary data collection). Select a target audience and identify positioning. Apply the marketing communication theories. Establish the differences between objectives, strategies and tactics.
Use SOSTAC planning process to describe
SITUATIONAL ANALYSIS: Where are we now?
-A general understanding of UK domestic tourism.
-A review of Hull’s performance as a visitor destination.
-Comparison with key competitors.
-Strengths and weaknesses.
-Communication mix strategies
-Segmentation (demographics, VALS, behavioral) target markets and positioning.
-Hull’s visitors (customers).
-Hull’s competitors.
-SWOT.
-PESTEL.
OBJECTIVES: Where do we want to go?
-Provide 2-3 objectives in bullet point form; that focuses on communication objectives, and supported by situation analysis.
STRATEGY: How do we get there?
-What target markets are chosen?
-What is the positioning strategy?
-What is your “BIG IDEA” in driving the tactics (communication tools) towards fulfilling the objectives e.g. both online and offline communication tools should be used to communicate the message that our ice cream brand is both luxurious and down-to-earth choice of communication tools sequence of usage / integration
-Must use a model (e.g. AIDA) to support the communication objectives that underpin the strategy.
-Provide justifications.
-ABC Model of Attitudes
-Hierarchy of Affects Model
TACTICS: How do we implement the strategy?
-Which communication tools (advertising, sponsorship, etc.) will be used?
-How are they going to be used?
-What messages will they communicate?
-Is there consistent across different tools and messages?
-Which tools to use depends on communication objectives (informing, persuading, reminding)
ACTION: Who is going to do what?
-Who is going to do what?
-When are they going to do it? Use Gantt chart to plan and monitor action
-What is the resource allocation for the task?
CONTROL: Measure, monitor, review and rethink; link back to objectives.
-Do action performance measurements relate to objectives?
-What are the key performance measures? e.g. brand awareness, website effectiveness?
-How often will measures be reviewed? e.g. underwhelming reception of product placement?
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