Task 2: 2500 word Marketing Communication tool evaluation report

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ARTS & NATURE

MARKETING PROJECT OF SHEFFIELD

Yang yuxuan(b8047004) Li zedong(b8035381)

Hu xujia(b8047009) Yan Qihan(b8047013) Liang yaoztu(b8047027)

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Microsoft Office 用户 (Office) -

Our company is a professional marketing agency with a lot successful experience in different marketing area. The company was found in 1998 and since then we are always be the first choice of many big company.

About our company

Company

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Our company is a professional marketing agency with a lot of successful experience in different marketing area. The company was founded in 1998 and since then we are always the first choice of many big companies.

Control & budget of objects.

Baker

The design of the marketing objects

William

The idea of the hook

Jason

Collection of data and information

Frank

The design of the marketing objects

Allen

Members

Thanks these members for their contributions

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There are 5 people in our team: Baker, he is responsible for the control & budget of our objects. Frank, he is responsible for the collection of data and information that we can use. William and Allen are responsible for the design of the marketing objects. And then Jason, he is responsible for the idea of the “hook” .

Introduction

Situation Analysis

Marketing Communication Objectives

Marketing Communication Strategy

CONTENTS

Marketing Communication Tactics

Action

Control

Reference

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for this presentation, we will introduce our awesome ideas to make Sheffield a more popular place. Here is the content, we will talk about the situation of Sheffield, marketing communication objectives, marketing communication steategy and tactics. And the last part is action and control.

Situation Analysis

This part will complete situation analysis of Sheffield.

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Lesser culture connotation

WEAKNESSES

1. Development of economy 2. Change in ideology of society

OPPORTUNITIES

Strong tourism competitors around Sheffield, for example Nottingham and Leeds

THREATS

1. Good geographic position. 2. Strong art atmosphere

STRENGTHES

SWOT

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In this part I will complete Situation Analysis of Sheffield by mainly using SWOT analysi

As a tourism city, one recent survey placed Sheffield 26th in a table of the best UK tourist city.

Tourism City

Sheffield lies in the most southerly part of Yorkshire, it is the meeting point of five rivers.

Rivers

Sheffield is build on the top of seven mountains.

Mountains

Analysis

Nature advantages

26th

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First, for the strength, As a tourism city, one recent survey placed Sheffield 26th in a table of the best UK tourist city. Sheffield lies in the most south part of Yorkshire, it is the meeting point of five rivers and the top of seven mountains, so Sheffield could appreciate excellent natural scenery.

Heaven 17

Roisin Murphy

Analysis

Arts advantages

Because strong artistic atmosphere Sheffield has more possibilities on art creation in the future.

About the developing tourism of Sheffield, it related to development of economy and change on ideology of society. With the development of economy, people not satisfied by demand of basic life needs and more life demands appear.

This also is performance of transformation on ideology of society. People have more spiritual needs, such as artistic pursuit. People is happy to spend money on there spiritual needs and regard it as self-achievement.

Strong artistic atmosphere

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Sheffield also has relatively strong art deposits, Sheffield cultivates many musical artists in different areas like Roisin Murphy and Cabaret Voltaire. Magazines like The guardian says Sheffield consistently produced many gifted artists with significant influence on the whole art area. And for opportunity,with the development of economy, people cannot be satisfied with the demand of basic life needs Under this situation，more life demands appeared. This ais also a performance of transformation on ideology of society. People have more spiritual needs, such as artistic pursuit. People are happy to spend money on there spiritual needs and regard it as self-achievement.

Nottingham own more cultural connotation about building, religion, literary. Visitors could find more cultural experience because religion and literary closely related to mind of visitors. At the same time Nottingham also have more strong modern nightlife culture. This is what Sheffield not have. Nottingham and Leeds could attract visitors who interested in religion, building, trees and literary, etc. In addition good night life culture will attract more young visitors came to here. But Sheffield just attract visitors who interested in art and nature.

Comparison

Compare with other cities： Nottingham and Leeds

Nottingham

Leeds

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About the threats and weakness, the most representative competitors of Sheffield is tourism city near Sheffield, such as Nottingham and Leeds.

So compare with tourism city near Sheffield like Nottingham, Sheffield has less advantage on tourism competition. It is not like Nottingham owns more cultural connotation about building, religion, literary. Visitors could find more cultural experience because religion and literary closely related to mind of visitors. At the same time Nottingham also has more strong modern culture. This is what Sheffield not have. Nottingham and Leeds could attract visitors who interested in religion, building, trees and literary, etc. But Sheffield just attract visitors who interested in art and nature.

Marketing Communication Objectives

Under such a great competitiveness，Sheffield has to stand out and make itself at a high position of the tourist map in the United Kingdom.

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Then, I will talk about the marketing communication objectives. Under such a great competitiveness, Sheffield has to stand out and make itself at a high position of the tourist map in the United Kingdom.

The number of tourists

Economic growth

The Internet and social media

Objectives

40 % 12 months

30 % 12 months

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In order to reach that goal, the most important thing for Sheffield is to attract more tourists. With more tourists in the city, Sheffield will get more attention and higher reputation. In that case, our plan is to make sure the popularity of Sheffield on the Internet and social media increases at least 40 % after 12 months and the number of tourists increases at least 30% after 12 months. As for economic growth, though it is not that easy to make huge changes in such a short time, we can still drive economic growth up by increasing thepopularity and number of tourists. We believe that the economic growth may not have a huge change right now, but as time goes by, the change will be very impressive.

Marketing Communication Strategy

We have done a lot of researches about the most unique attraction point of Sheffield.

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In order to achieve those goals, we alsoneed marketing communication strategy. We have done a lot of researches about the most unique attraction point of Sheffield.

Condition

Sheffield lies in the most southern part of Yorkshire. The whole city is built on the top of seven mountains and it is also the meeting point of five rivers. It has a wonderful geographical location.

“ Unique geography environment ”

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Just like Frank said in the analysis of Sheffield, this city has a lot of natural wild fields and different types of art. Sheffield lies in the most southern part of Yorkshire. The whole city is built on the top of seven mountains and is also the meeting point of five rivers. It has a wonderful geographical location.

Condition

“ A city of arts ”

Talking about art, the guardian also says Sheffield is a city of creativity.

Many gifted artists with great influence in the art area grew up here.

Sheffield is a cradle for those creative artists.

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Talking about art, Many gifted artists with great influence in the art area grew up here. Sheffield is a cradle for those creative artists.

The paradise

ARTS & NATURE

Artists gather

and

communication

Hook

“ HOOK ”

Enjoy, Protect

the

environment

Power will be produced by those hydropower stations which are built on the five rivers.

Sheffield has a lot of art streets and museums, those place could be a perfect place for artists to gather together.

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According to this, the main point of our plan is to combine these two amazing points. We plan to repack these two features and make it whole as a hook—GREEN&ART FESTIVAL, the city will be promoted like a natural dream land for artists and art lover, music festivals and art exhibitions all will be hold in places which is close to nature. The idea is telling people that the nature is also the art from the great mother of earth, that will also encourage people to protect the environment, Image an environment-friendly music festival will be hold in a beautiful nature park. Such awesome experience could be hard to forget.

Teenagers and the aged

Love arts and nature

For example: Sherrie

Sherrie is a 35 years old woman who work as a cashier in a small shop with not much income, Sherrie is a person who loves environment, loves music and she also wants to breathe some fresh air during her holidays.

According to that, Sheffield would be a good place for Sherrie to go and have fun with, it can be a perfect place for Sherrie to spent her weekend and holiday.

Target audience

B2C

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So in that case, the range of our target audience would be huge, both teenagers and old people will be the target as long as they love arts and nature, but our target audience majorly will be those who loves great nature and want to find a place to listen some music enjoy some art works. That’s a big number of target audience so we plan to use B2C. to make sure our product can be accessed to most potential consumers. For example, Sherrie is a 35 years old woman who work as a cashier in a small shop with not much income, Sherrie is a person who loves environment, loves music and she also wants to breathe some fresh air during her holidays. According to that, Sheffield would be a good place for Sherrie to go and have fun with.

Now here is the question: How can we make sure that target audience like Sherrie can receive the information

Marketing Communication Tactics

Under such a great competitiveness，Sheffield has to stand out and make itself at a high position of the tourist map in the United Kingdom.

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We will need some tactics to help us

Magazine

Social media

Tools

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From our research, we know the best type of communication tool is those most visible media in everyday life like advertising on TV, magazine and social media.

TV Advertisement

Choices

Channel 4

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For TV commercial，those are probably the most effect way to make our audience notice, but those are also the most cost method to promote.

Magazine

Choices

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Same as magazine, its also effect in attracting audience quickly in very short time.

Choices

Social media

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Comparing with that, social media will be much cheaper than TV commercial and magazine. For instance, like google ad and facebook ad, we only have to pay like at most $1 to $2 per click. However, old people still prefer to watch television nowadays, and people who interested in nature prefer to watch magazines. So our plan is to make commercials on TV and magazine, like channel 4 and BBC country file magazine first. Because it can maximize the public awareness, and only take a small part of budge. Then we foucs on social media such as instergram, google and facebook. We can also have some free lottery on it, youtube will be also a good choose to upload videos on to attract costumers. That is sure can attract a bunch of teenager audience. And then, if the start is perfect, we will continually put out TV commercials to attract more old people audience.

Action

The 3-day environment friendly art-music festival will be held the following April in Sheffield's most famous nature park.

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January, February, March

Advertising

Campaign

Art

Exhibition

Nature

Concert

Enjoy the beautiful

natural scenery

of Sheffield

Plan

Environment friendly art-music festival

April

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the first 3 months: January, February, March, a quick advertising campaign will be implemented. In order to maximize the public awareness in 3 months, we will put commercials on some TV channels，BBC country file magazine and social media. And then a 3-day environmental-friendly Green & ART festival will be held in the following April in Sheffield's most famous nature park. The reason we put the event in April is that Sheffield's natural landscape reaches the most fresh and comfortable point for customers to enjoy in April. On the first day of the event, we will hold an art exhibition featuring amost of the excellent local works of art from Sheffield. The next day, we are going to have a big nature concert, we will have some local famous singers to perform. On the third day, we will arrange professional guides to guide the tourists to enjoy the beautiful natural scenery of Sheffield. Video for all events will be posted on social media later, and even lives on youtube and other social media.

Budget & Control

However, due to the limited budget, we have to carefully plan the required funds in every part of the festival.

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Budget

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Because of Sheffield's outstanding natural landscape , we will not spend too much money on site layout and utilities, around £ 80,000 will be enough for equipment(£40,000), employees, security (£10,000) and artists that we will invite(£30,000), we also can recruit some volunteers from universities around Sheffield, that can save us a lot money. About the promotion, Channel 4 will be a perfect choose for us to put our commercial on, its cheaper than some major channel but with the same effect. According to the advertising cost in previous years, a 30-second slot on daytime TV on Channel 4 can cost between £1,000 to £2,000, we will ask for at least 3 times commercial in one week, so for three months it will be £72,000 in total. For magazine, we choose BBC Countryfile magazine because it can attract more people who loves nature, we decide to put our commercial on the front page to maxmaize our public awareness and the cost for front page is £4,150 for one month, it will be (£4,150*3=£12,450) in total, so in that case, we still will have £115,550 left. To compare with traditional promoted way, the cost of commercial on social media is way much cheaper. For instance, like google ad and facebook ad, we only have to pay like at most $1 to $2 per click, and if we want to put videos of event on youtube, that will be even free and we even can make some money from that.money we left will be enough to adjust the cost for social media

Control

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And for control, the number of online view for these social media will be the measurement. we have to spend those money according to the number of online participants and both positive and negative sentiments for Sheffield, that will be a important measurement for use to control, as well as the number of magazines that was sold. Those result will show the popularity of Sheffield or the number of visitors will possibly increase. As long as we do everthing right, the whole project will be perfect.

Reference

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Reference

Naylor, T. (2019). The alt city guide to Sheffield. Retrieved from https://www.theguardian.com/travel/2017/feb/10/sheffield-alternative-city-guide-music-culture-food-drink

Aland, M. (2019). Local & National TV Advertising Costs & How to Advertise 2017. Retrieved from https://fitsmallbusiness.com/tv-advertising/

SMITH, P. (2019). MARKETING COMMUNICATIONS. [S.l.]: chapter 1

Dearsley, B. (2019). 14 Top-Rated Tourist Attractions in Sheffield, England | PlanetWare. Retrieved from https://www.planetware.com/tourist-attractions-/sheffield-eng-sy-sh.htm

Fill, C. (2011). Essentials of Marketing Communications. Harlow, United Kingdom: Pearson Education Limited.

Naylor, T. (2017, Feb 10). The alt city guide to Sheffield. Retrieved from https://www.theguardian.com/travel/2017/feb/10/sheffield-alternative-city-guide-music-culture-food-drink

Culture Nottingham. (2017). Culture Of Nottingham. Retrieved from https://www.yatra.com/international-tourism/nottingham/culture

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Reference

Directory, I., Rolex, T., Guide, W., Robertson, E., & Talks, T. (2019). Róisín Murphy | The Talks. Retrieved from http://the-talks.com/interview/roisin-murphy/

Music Detail - fanart.tv. (2019). Retrieved from https://fanart.tv/artist/439a29ad-f4ef-4857-a7cd-3d4a551056c8/cabaret-voltaire/

Róisín Murphy interview: ‘I am a drag queen’. (2019). Retrieved from https://www.timeout.com/london/music/roisin-murphy-interview-i-am-a-drag-queen

7 Tips for Improving Your Phone's Battery Life. (2019). Retrieved from https://www.lifewire.com/how-to-improve-your-cell-phone-battery-life-2377721

Sheffield -. (2019). Retrieved from https://tramlines.org.uk/sheffield/

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Thanks for listening

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