Assignment: Promotional campaign report (2500 words) 40% -Due Week 10 - Monday 12 September by 11pm Length: 2500 words (excluding letter of transmittal, executive summary, table of contents, list of references and appendix) Description
As the Marketing Manager for an existing Destination Marketing Organisation (DMO) or for an existing hospitality enterprise of your choice, write a promotional campaign report addressed to the management team for approval of a conceptual idea and expenditure, with the following sections:
a) A relatively brief overview of your selected DMO or hospitality enterprise, presenting its main attributes such as size, turnover, visitation numbers, occupancy rates and similar data that contextualises the report.
b) Determine a suitable promotional campaign strategy for your chosen DMO or enterprise; provide a clear rationale based on academic sources for this choice of strategy. Preferably focus on one element of the promotion mix, and only briefly describe links to other potential elements of the promotion mix your campaign would be a part of.
c) Establish target market(s) for the specific promotional campaign you are developing; include rationale based on detailed market research, and academic literature for their selection.
d) Depending on where your DMO/enterprise is situated in its business cycle, determine the communication objective(s) of your promotional campaign. Substantiate your claims with reliable data or arguments to prove this point.
e) Identify the competition - what regions enterprises are predominately competing for the same/similar target markets - back up this data with research and statistical data.
f) Outline what types of communication channels you suggest should be used for this campaign and the duration of your campaign. Be specific - give detailed examples so that your readers can grasp how this promotional campaign will be communicated.
g) Explain, with detailed rationale, how the results of the campaign will be measured. Establish suitable Key Performance Indicators (KPIs) that can be tracked and used to prove the success of your promotional campaign.
Content
- Clear, but brief, discussion of selected DMO or hospitality establishment
- Ability to outline an appropriate promotional campaign strategy with clear rationale (using supporting academic theory and refeernces)
- Ability to identify target markets based on market research (reference research)
- Clear outline of communication objectives
- Ability to identify and explain primary competitors
- Ability to identify, with clear rationale, the suitable communication channel(s) to adopt
- SMART (Specific, Measurable, Achievable, Relevant and Timely) KPIs (Key Performance Indicators) for proposed campaign
- Development of realistic budget for proposed campaign
- Sufficient supporting information (Tables, graphs, photos, marketing collateral which can be included in the appendix)
References
- Ability to apply theoretical concepts to a specific situation, choice of relevant research (cite at least 5 academic references)
- Accurate and consistent in-text referencing and reference list according to Harvard 2003 (Author-date) referencing style.
h) Provide a brief, but realistic, budget for your promotional campaign. This requires you to do some external research to find out costs, for example, for printing posters and fliers, or how much advertisements cost in print, online or visual media sources - depending on the campaign you develop.
* Your report should be supported by academic theory throughout and at least 5 academic references should be cited in this assignment.
Note: This assignment is to be presented as a marketing report inclusive of the following sections:
- Letter of transmittal
- Executive Summary
- Table of Contents
- Introduction
- Body (comprising headings that reflect the assignment task)
- Conclusion
- Reference list
- Appendix.