The Live Marketing Communications Campaign - Assignment Example

THE LIVE MARKETING COMMUNICATIONS CAMPAIGN PROJECT By Submission The Live Marketing Communications Campaign Project Executive Summary Marketing communication remains to be a key element for necessitating continued growth in a firm. This paper focuses on a graphic design company, Creative Orange, which seeks to establish into an alternative market. An overview of the industry is provided in terms of growth, both in the current times, and future prospects. This follows an analysis of the opportunities and issues arising in the target market. The second part looks at the objectives that apply with the proposed marketing communication plan. The marketing communication strategy applies from the perspectives of the four marketing mix elements of product, pricing, place and promotion. Subsequently, the plan provides for a tactics and action program that looks at the various programs in application, the budget requirements, and the control procedure necessary for monitoring on the progress of the initiative. The use of a Gantt chart seeks to address the issue of project undertaking in terms of the time expenditure and planning for various activities. Introduction This paper focuses on Creative Orange graphic studio, which intends to establish its operations in Bay, San Francisco, California. The need for an effective marketing communication approach seeks to address the marketing situation at the company. In this view, the use of the SOSTAC model becomes essential in the development of a marketing communication campaign that reflects the situation at Creative Orange (bsamarketing.com nd, p.3). This follows a systematic methodology that looks at the situational viewpoint of the company, set objectives, the applied strategies, tactical approach, the course of action, and provides for a control plan showing the progress of suggested plan. The study provides a clear overview of the possible marketing strategies to employ while enhancing on the communication of proposed plan. Situational Analysis Creative Orange falls within the graphic design sector due to related products and services defining its operations. In the U.S, the key challenge to the growth of this industry rests with the issue of recession. In this case, past statistics point to a decline in the overall consumption, leading to reduced profitability. The period between 2008 and 2013 shows an annual growth in revenue of 0.2 %. The appendices section shows this statistics in terms of revenue in U.S billion dollars. Nonetheless, future prospects show a revival of the sector in the next five years (ibisworld.com 2014, np). Income levels stand to experience an upward pressure, which translates to enhanced performance for concerned business organizations. Creative Orange stands to gain immensely from this future trend. The graphic designers sector in the U.S. depicts the mature stage as pertains to its life cycle, with a projected annual growth of 0.3% in the next decade in terms of value addition (ibisworld.com 2014, np). The industry faces other challenges related to promotion for products and services. In this view, involved firms have continued to rely heavily on advertising agencies in order to cut down on related costs (ibisworld.com 2014, np). Thus, the expenditure on marketing depicts a low in the overall industry. On the other hand, this presents an opportunity for participating firms in terms of product or service diversification. With great focus directed to service provision, firms within the sector stand to improve on performance, as well as profitability. Further, the integration of information technology, such as the use of online platforms, seeks to foster growth in this industry. The case of Creative Orange shows a firm having great experience in the provision of graphic design products and services. The company deals with the provision of various services including design, web development, app development, viral marketing communication, event branding and communication, and brand development (creative orange, 2014, np). In view of the graphic designer sector in the U.S, the key services provided include organizational and corporate services in imaging. This translates to 30% of the total service provision within the sector (hoovers.com 2014, np). Others include the advertising of creative services, website design, publication design, and commercial illustration design. The proportion of service offering in the industry appears in the appendices section. For Creative Orange, the range of services offered puts the company at the forefront as pertains to its competitive ability in the market (creative orange, 2014, np). Additionally, the industry shows a growing trend towards the provision of more services as opposed to the sole production of images. In term of competition, the sector points to a variety of small firms with regional presence. Only a few large business organizations exist in this industry, which fail to show monopoly power. For improved performance, individual firms within this sector focus highly on three key areas: delivery of projects on a timely basis; steady production activities; and accuracy in bidding (hoovers.com 2014, np). The economies of scale enjoyed by large firms include enhanced marketing and sales strategies, diversification on service provision, de4libery of complex initiatives and capability for managing heavy contracts. Conversely, small firms stand to gain competitiveness through quick adoption of current market trends and specialization in terms of market of products (hoovers.com 2014, np). Objectives Creative Orange focuses on achieving niche market segmentation within the U.S graphic designers sector. In this case, the company strives at making a significant market presence in its area of establishment, California. The business mission of Creative Orange rests with the need to provide its products and services to this new market while maintaining an appropriate marketing position. The company focuses on maintaining its KISS philosophy, which translates to ‘keep it simple, silly’. In this view, the company intends to continue in its delivery of high-end and quality provision of design services and products (creativeorangte.ca 2014, np). In terms of business objectives, Creative Orange seeks to establish market presence through service diversification. A view of its products portfolio depicts the company as a large firm that stands to gain from a variety of economies of scale as existing in the U.S industry. The goals of Creative Orange include meeting sales revenues at an annual growth rate above the projected industry estimates at 0.2%. However, the company focuses on achieving a growth rate of 10% per year. Products and services require greater innovation, as well as variety in order to cater for different needs and expectations in the market (creativeorangte.ca 2014, np). Thus, the firm seeks to add into its line of product offerings through creative diversification. In view of marketing objectives, Creative Orange seeks to develop such strategies that will address the specific needs of its niche market. Here, the firm focuses on introducing improved quality for its products and services in continuation of its value of quality (creativeorangte.ca 2014, np). Further, creativity and innovation stands to be a key strength for the firm with which it strives to apply in development of its products. In this case, Creative Orange applies a competitive strategy that aims at positioning the firm at a favorable position in the new market. Effective communication becomes an essential requirement for the company in order to allow for improved customer relationships, as well as satisfaction. With such fostered relationships, the company directs great attention to attracting a considerable number of customers for its product offerings. Marketing communication strategies as adopted in this company focus on four key areas including creation of brand awareness, knowledge for customers, sales, and attracting and retaining customers. In terms of customer retention, Creative Orange seeks to develop such programs that reward loyal clients (McQuerrey 2014, np). In this view, the firm acknowledges the involvement of customers in their operations through creation of new and quality products. The use of various media platforms will ensure that referrals focus on prospective clients. Customer relationships highly develop through such initiatives. Additionally, the marketing communication goals focus on providing the necessary knowledge to customers and other s6takeholders, such as suppliers of materials (McQuerrey 2014, np). In this view, information on products and services stand to be important as a form of creating greater product recognition. Effective communication ensures the promotion of products and services provided by Creative Orange. Thus, sales targets set by the company portray an upward scale with such approach. Customers become more involved in the business operations, translating to increased purchase of product offerings. Brand awareness remains to be a key focus of Creative Orange as the firm strives to maintain a significant positioning in the market (McQuerrey 2014, np). Through communication of products and services, the firm focuses on reinforcing the image of its brand. Usually, customers will associate the level of communication with the brand image of a company. In this view, the communication strategies employed by Creative Orange seek to create positive image in its customers. SECTION 2 PARTS B Marketing Communication Strategy Product strategy The communication strategy employed by this firm for its products and services focuses on the specific attributes and features that portray their variety. In this sense, the firm relies in its core values of quality provision and creativity (McQuerrey 2014, np). The products depict a sense of need to customers, with the aim of communication resting with the need to create increased awareness for the product. The product features incorporated within the communication approach provide data on the variety of products and services on offer. Additionally, information on the benefits accruing from the use of the products remains to be essential for the company as it seeks to attract customers, as well as create brand recognition. Pricing strategy In view of the pricing approach, the marketing communication strategy employed focuses on providing customers with the best choice from among various alternatives. The pricing approach corresponds to that of the market, and mainly to the nature production (bsamarketing.com nd, p.4). In this view, the communication approach addresses such issues as benefits of using the product, the scope of application of products and complementary service provision along with product offerings. The pricing communication also provides the range of products for the variety of products on offer. The use of emails to prospective customers and business profiles stand to be the key means of communicating the issue of pricing. Place/ distribution strategy The distribution strategy focuses on providing data in relation to the means of delivery for products and services. In this view, Creative Orange seeks to portray the partnering suppliers and distributors existing in the region of operation. Related communication on distribution provides for the advantages realized with the use of particular means of distribution (bsamarketing.com nd, p.5). Further, the customers acquire knowledge on the effectiveness of distribution. With this data, customers become part of the operational process of the organization. This requires provision of data offering an overview of the various activities employed by the firm in order to make timely delivery or availability of various product and services in the firm. Promotion strategy In terms of promotion of products and services, the communication approach employed by the firm addresses the cost-effectiveness, as well as the scope of application of chosen means of promotion. Creative Orange applies a communication approach that provides data on the benefits accruing from the use of particular promotion means. The use of sales promotions, direct marketing and online platforms offer the best alternatives for marketing of products and services for this firm (McQuerrey 2014, np). Creative strategy A creative approach applies with this company as it strives to foster the marketing approach. The communication strategy occurring for Creative Orange entails the provision of data on the available skills and expertise existing within the firm with a view of the workforce. The management, as well as IT systems in use stands clear from provided information. This seeks to ensure that the concerned stakeholders acquire the right information on the company in terms of capabilities, thus, strengthening on the overall image of the firm. Cost effectiveness and convenience The communication strategies employed by Creative Orange depict the issue of cost-effectiveness and convenience. In this case, the firm utilizes the use of effective communication pertaining to cost-effective measures applied for all aspects of the marketing mix (product, place, price and promotion). This data also avails in timely occasions, thus, easily retrievable by concerned parties, mainly customers. Convenience arises as a necessary measure as pertains to the communication of the overall firm to the outside world including customers and other stakeholders. The use of various media sources and other promotion means becomes important as the firm strives to achieve a competitive edge in the new market (bsamarketing.com nd, p.4). SECTION 2 PARTS C  Tactics and Action Programs Communication tools Various tools exist for application of the marketing initiative. For Creative Orange, the various means include the use of emails to prospective customers, internet or online platforms through the firm’s website, the use of social media sources such as face book, and newsletters. Others include the use of workshops and seminars, direct mails and product branding features such as graphic designs and logos. Application of communication tools The above tools apply in different ways for the various marketing aspects considered for the marketing objectives. In this view, the firm focuses on using product features with the aim of providing product-related information to customer. Further, this seeks to encourage customer retention through offering valuable data. In the case of Creative Orange, the use of logos, color schemes and graphic design stand to be effective in the creation of brand awareness. As pertains to the creation of customer retention and referrals, the firm should make better use of emails, direct mails and social media to communicate with customers. These arise as suitable platforms for enhancing relationships with customers, as well as addressing their particular needs. Learning outcomes relate to the scope of generation and application of available knowledge on the company and its product offerings. In this view, the use of newsletters, firm’s website and workshops becomes essential in the provision of relevant data on company products and services in addition to the general sector. As pertains to sales, various means apply including product launches, expansion and new product development. In this case, Creative Orange would employ the use of emails with a view of providing data on upcoming sales and associated offers. This may occur through product catalogs in the firm’s website. The table providing a summary of the communication tools applied for the identified marketing communication goals appears in the appendices section. Budget and Gantt chart The marketing plan provides for an overview of the various activities in terms of a budget table and a Gantt chart that shows the estimated time schedules for the various activities. The appendix shows the estimates for resource requirements as well as the time plan for full implementation of the marketing communications initiative, as in table 3 and table 2 respectively. Controls Various recommendations apply for Creative Orange as measures for monitoring on the progress of the proposed marketing communication initiative (bsamarketing.com nd, p.8). Change becomes inevitable for this firm, and its management should be the key focus of the company. In this view, the commitment of the workforce should replicate from the top management. As a new market, the firm ought to focus on learning the cultural diversity in order to satisfy the specific needs and expectations of the customers. This should replicate within the organizational culture, with such approaches as new employees who are U.S. nationals. Further, the firm should ensure effective that communication applies for all aspects of consideration as pertains to the marketing communication objectives. With a focus on customers in terms of retention and referrals, the company stands to benefit from enhanced performance, even in the new market. SECTION 2 PARTS D  A reflective evaluation of research Application of Kolb’s model of experiential learning theory Kolb’s model of experiential learning theory requires that all four categorized elements incorporate within a learning individual. The four viewpoints include the processes of converging, diverging, assimilating and accommodating (Chiong 2011, np). On a convergent view, the use of the marketing communication plan becomes effective in application to the case o Creative Orange. The SOSTAC model allows me to provide a systematic process of analysis as relates to the issue at hand. The application of the model (SOSTAC) on the case of Creative Orange provides for a clear evaluation the new market for the company. With this data, the firm stands at a greater position to achieve its business objectives. This also provides me, through an assimilative and divergent approach, for a course of action as pertains to the implementation of the marketing communication campaign. The Gantt chart provides for the list of activities and periods for implementation of the research study, showing the accommodating strategy that I adopted. The appendices section provides for the diagrammatic representation of the Kolb’s experiential learning theory model as in figure 3. Research methodology I approached my assignment using a combination of qualitative and quantitative methods in conducting the research. I employed both primary and secondary data in investigating the study, whereby the main source of secondary data applies with use of internet and literature sources from journals and books. These provide for an overview of the marketing communication plan approach, enabling its application to the business case. The research depicts a variety of descriptive data, which generally provides for a reflective evaluation of the provided case from extensive data occurring for the whole sector. In this case, several errors and omissions arise, including the individual firm’s statistics of performance. This research enlightened me in discovering some of the errors I had made while performing it. For instance, I was very poor in time management, as I would spend so much time on one issue more than it was necessary, and as such, this delayed the overall completion of my research work. However, given another opportunity, I would undertake better time management practices, use appropriate data collection skills and techniques, as well as, control the research methodology. Through this research, I explored various unknown characteristics about myself and developed a future sense of direction for my career in the future. This would assist me in placing the company in its new market through estimated growth calculations, in terms of revenue and profits, evidence that the research gives me an opportunity to be a better learner in the field of marketing and communication. Time management The management of time arises with the use of the Gantt chart, which provides for the list of tasks along with the estimated periods for their execution. I also have interest in the provision of a timely approach that applies to a business case as provided by Creative Orange. Management of activities The use of the Gantt chart allows for the control and co-ordination of tasks. Several individuals become involved in the overall research process. The differences in skills and capabilities depicted with the workforce provides for a clear process of organization. Delegation of duties and responsibilities allows for an enhanced process of data retrieval and analysis. Personal reflection From my personal view, the review process mainly entails a convergent approach of data collection and analysis. Thus, the use of theories and other relevant data, including statistical and descriptive data, depicts me as a convergent thinker or learner. Application of portfolio The gathered data forms the basis for further research into the issue at hand, as well as similar situations provided with other business cases. The use of surveys and interviews occurs as a possible initiative in the future. It enables me to acquire a platform of applying the analytical skills in real business situations that may direct to a career path. Conclusion Creative Orange stands to gain a lot from the application of the marketing communication plan. With a new business environment, the firm should focus on such strategies aimed at ensuring an appropriate market positioning. In this view, the firm’s focus goes towards ensuring effective communication approaches for all levels of the marketing mix elements including product, pricing, promotion and lace or distribution. With a projected growing sector, Creative Orange stands at a better position if it remains focused on offering customer value through variety and quality. Being an already established firm, Creative Orange stands to gain from existing economies of scale existing for large companies in the U.S. graphic designers industry. Appendices Figure 1. Revenue Growth in U.S Graphic Design Sector: 2008-2013 Figure 2. Proportion of service provision in the U.S graphic designers industry Figure 3. Kolb’s learning styles Source: (Chiong 2011, np) Table 1. Gantt chart showing the estimated periods for proposed marketing plan Activity May1 June30 July20 Aug15 Sep 15 Oct 20 Nov 30 Situational analysis Objectives formulation Design Action programs Implementation Project Control and monitoring Source: http://www.gantt.com/ Table 2. Application of communication tools for marketing communication objectives Marketing Communication Goals Communication Tools Learning for business stakeholders newsletters, firm’s website and workshops Sales and revenue growth product launch, website, emails and NPD Customer retention and referrals emails, direct mails and social media Brand awareness logos, color schemes and graphic design Table 3. Budget estimates for project Resource requirement Cost Labor $ 1900 Research materials $ 800 Transport $ 540 Education and learning $ 1060 Miscellaneous $ 1600 TOTAL $ 5900 Reference List bsamarketing.com, nd, Developing a Marketing Communication Plan Using The SOSTAC Model, Retrieved from http://hospitalitybusinesscoach.weebly.com/uploads/1/2/0/7/120786/12.13.38_sostac.pdf Chiong, S. Spring 2011, Kolb’s Learning Styles Model and Experiential Learning Theory. Retrieved from http://etec.ctlt.ubc.ca/510wiki/Kolb%27s_Learning_Styles_Model_and_Experiential_Learning_Theory Creative Orange. Inc. 2014. Creative Orange: The Design Studio. Retrieved from http://www.creativeorange.in/services.html Gantt.Com. 2012, What Is a Gantt chart? Retrieved from http://www.gantt.com hoovers.com, 2014. Graphic Design Services Report Summary. Retrieved from http://www.hoovers.com/industry-facts.graphic-design-services.1888.html ibisworld.com. 2014. Graphic Designers in the U.S: Market Research Report, Retrieved from http://www.ibisworld.com/industry/default.aspx?indid=1412 McQuerrey, L. Marketing Communication Objectives. Retrieved from http://smallbusiness.chron.com/marketing-communication-objectives-61476.html Read More