Marketing Campaign and Planning for Gap 360 - Assignment Example

Currently, the database of Gap 360 contains information about 70,000 prospects, which is gathered from the lead generation mechanism of the business. In order to further enhance the performance of the database, a new system will be developed which will help indirect collection of data from the prospects. The refurbished database system will be beneficial as it will enable Gap 360 to retain its customer base for a longer period of time.

Moreover, the mediums selected to implement the marketing strategy are chosen on the basis of their ability to influence the target audience and reach the maximum geographic area. In order to take maximum advantage of the marketing campaign, the marketers of Gap 360 will participate in student and job fairs, educational trade shows and sporting events attracting large number of youth audience. During the participation in events, the marketers will be responsible to increase the knowledge of the students about the business and its services and educate them on how they can avail of the services.

Before implementing a marketing campaign, a pilot marketing campaign will be launched in order to determine the probable outcomes of the actual marketing plan. In this manner, it will also become easier for the marketers to determine the response rate that the actual marketing campaign should and will accomplish by the end of the marketing campaign. The tenure of the marketing campaign stretch from January 2014 to December 2016, but the budget mentioned is for the first year and additional budgetary requirements will be communicated to the senior management of Gap 360 on yearly basis.

As marketers, the aim of planning, developing, and executing the marketing campaign is to increase the knowledge of the target audience about the services and credibility of Gap 360. The secondary 

The aim of this marketing plan is to increase the demand for the services offered by Gap 360 and consequently the sales revenues of the business.