Task 2: 2500 word Marketing Communication tool evaluation report

So compare with tourism city near Sheffield like Nottingham, Sheffield has less advanture on tourism competition. It not like 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.

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. In order to reach that goal, the most important thing that Sheffield needs to do is to attract more tourists. However, under the provision that not add significant additional tourist numbers to the city and the surrounding area, we will concentrate more on attract visitors interested in the content of our development plans and projects. With more tourists in the city, Sheffield will get more attention and higher reputation by others. In that case, our plan is to make sure the popularity of Sheffield on the Internet and other social media will increase at least 40 % after 12 months and we can guarantee the number of tourists will increase at least 30% after 12 months. As for economic growth, although it is not that easy to make great changes in such short time, we can still drive economic growth up through the increase of popularity and number of tourists. We believe that the growth of the economy may not look big right now, but as time goes by, the change will be very impressive.

In order to achieve those goals, we have done a lot of researches about the most unique attraction point of Sheffield. Just like what we said in the analysis of Sheffield, this city is like the natural wild field and also the gathering of different types of arts. About the city's natural landscape and geographical location, Sheffield lies in the most southerly part of Yorkshire, the whole city is built on the top of seven mountains and it is also the meeting point of five rivers: the Don, the Loxley, the Porter Brook, the Rivelin, and the Sheaf. And also, this is actually where the name of Sheffield comes from. The whole city is built on a big beautiful wild field. Talking about arts, the guardian says Sheffield is a city of creativity. The city has consistently produced many gifted artists with significant influence for the whole art area, especially musical artists like Cabaret Voltaire and Roisin Murphy. And it is still a cradle for those creative artists with ambition.

According to this, the main point of our plan is to combine these two amazing points, build a paradise for not just artists, but also those people who loves art, music, and the big nature. We plan to repack these two features and make it whole as a hook, 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, all those events will be hold with the minimum cost of electricity. All of those power will be produced by those hydropower stations which are built on the five rivers. So in Sheffield, that will be wonderful for people to protect the environment, feel the beautiful nature and experience the world of arts at the same time. Image an environment-friendly music festival will be hold in the nature park. When enjoy beautiful music, your body is feeling the fresh air from the mother nature. Such awesome experience could be hard to forget. And Sheffield will be a dream land for artists who seeking for some inspirations, there are a lot of art streets and museums in Sheffield, those place could be a perfect place for artists to gather together. 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, 15-70 will be the perfect range of our target customers. For example, Sherrie is a 45 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.

Now here is the question: How can we make sure our target audience like Sherrie can receive the information? We consider about the range of the age of our target audience is wide, so the best type of communication tool is those most visible media in everyday life like advertising on TV, radio and social media. For TV commercial and radio，those are probably the most effect way to make our audience notice, but those are also the most cost method to promote. In that case, social media will be much cheaper than TV commercial and radio advertising. According to Fit Small Business, for local TV advertising, the cost will be $200 to $1500 per 30 second ad and $500 to $8,000 per week for radio advertising, comparing with that, 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. But in order to attract more old people, we can’t just put all of our money on social media. Nowadays, old people still prefer to watch television and listen to radio. So our plan is to make commercials on social media first since its way cheaper than ads on tv, such as instergram, google and facebook. We can also have some free lottery on it. For example, we can give some free ticket away when there is any art festival is hold in Sheffield. That is sure can attract a bunch of teenager audience. And then, if the start is perfect, we will put out TV commercials to attract more old people audience.

In our plan, the first 3 month: 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 and BBC country file magazine. The 3-day environment friendly art-music festival will be held 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 a fresh and comfortable point for customers in April. On the first day of the event, we will hold an art exhibition featuring all the excellent local works of art from Sheffield. The next day, we are going to have a big nature concert. 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, but due to limited funding, we are unable to broadcast live. The main criteria for evaluating the success of this activity include but are not limited to the customer flow, ticket sales volume, souvenir sales volume and video network clicks within three days of the activity.

However, due to the limited budget, we have to carefully plan the required funds in every part of the festival. Because of Sheffield's outstanding natural landscape and advanced hydropower level, we will not spend too much money on site layout and utilities, around £ 80,000 will be enough for equipment, employees and artists that we will invite, we also can recruit some volunteers from universities around Sheffield, We will invite the outstanding student singers from the university of Sheffield to perform, and we also have to invite some security personnel to be responsible for the security issues during this activity. 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, and the cost of ad on BBC Countryfile magazine is half page- £2,000, full page-£3,500 and for front page is £4,150 for one month, we suggest to go for front page in order to max the public awarness. So for the maximized budget for TV will be (£2,000*3*12=£72,000), for magazine will be (£4,150*3=£12,450), so in that case, we will have £115,550 left. To compare with this, 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, money we left will be enough to adjust the cost for social media, it is flexible.