promotional campaign strategy proposal 2000words

IMPORTANT POINTERS TO TAKE NOTE FOR ESSAY

· Write the essay in an active tone (will be, will,).

· No need in-text citations or theories. ONLY BIBLIOGRAPHY is required (Start on a fresh page)

· 2000 word count

· Read the question carefully and refer to the PowerPoint slides and book

· Explain WHY when you reason out for each header. Justify and Rationalise

· Your TACTICS MUST gel with the STRATEGY

The below appended 9 headers are to be used:

· SITUATION ANALYSIS

· Use both SWOT/PEST analysis (no need to spell out or define, highlight key pointers – Identify Unique Selling Point)

· This part of Introduction – using SWOT & PEST to present your key research findings on the given scenario

· GOALS (for example, To restore image/ reputation so as to build confidence and trust and to increase visitors)

· OBJECTIVES

· Can be more than one

· TARGET MARKET

· Give demographics and psychographics

· Is it locals OR tourists?

· If locals – who is it, families, students, Senior citizens or corporates?

· If tourists – who is it? Asians or Europeans etc. (Singapore Tourism Board stats)

· STRATEGY

· How & What?

· KEY MESSAGES

· TACTICS/CHANNELS (for example for building trust:getting customers to pose on-board the capsule)

· TIMELINE – TABLE FORMAT (NOT included in word count of 2000 words)

· 6 months

For example:

TACTICS

September

OCTOBER

NOVEMBER

Wk 1

Wk2

Wk3

Wk4

Wk1

Wk2

Wk3

Wk4

Wk1

Wk2

Wk3

Wk4

Opening ceremony

x

Media Release

x

Launch

x

· 6 months’ timeline given, 1 month is 4weeks (Make full Use of the 6months)

· Just cross out the box as per column to indicate what is in tactics – for example you intend to hold opening ceremony in 3rd week of September, then media release got to be sent out 1 week before. Cross out the boxes accordingly.

· If media release is one of your tactic, then explain the angle.

· EVALUATION

· Media monitoring

· Surveys