Advertising Campaign for Marketing Degree - Case Study Example

 Advertising Campaign for Marketing Degree Table of Contents 1.0 Agency Philosophy………………………………………………………..3 2.0 Executive Summary……………………………………………………….3 3.0 Review of Marketing Plan………………………………………………...4 3.1 Industry Background………………………………………………4 3.2 Company Snapshot……………………….………………………..4 3.3 Competitive Review……………………………………………….4 3.4 SWOT Analysis……………………………………………………5 4.0 Marketing Goals…………………………………………………………..6 5.0 Target Market/ Target Audience………………………………………….6 5.1 Final Years of Secondary Schooling………………………………7 5.2 Not or Minimal Pursued Post Secondary Education………………7 5.3 University Graduates………………………………………………7 6.0 Campaign Strategies………………………………………………………8 7.0 Advertising Media Recommended………………………………………..8 7.1 Final Year Secondary Students…………………………………….8 7.2 Not or Minimal Pursued Post Secondary Education…….…………9 7.3 University Graduates……………………………….………………9 8.0 Advertising Campaign Flowchart……………….………………………..10 9.0 Budget Summary………………………………………………………….11 10.0 Conclusion……………………………………………………………….11 11.0 TV Storyboard…………………………………………………………...12 12.0 Bibliography……………………………………………………………..15 1.0 Agency Philosophy Adopt Agency is uniquely located to provide the best technology accompanied by appropriate opportunity to present their services and products to global audience of varying fields and divergent requirements. Our agency is able to produce many types of media that suites varied requirements (Petley 2003). Thus, all strategies that are utilized main aim is to improve ROI for our clients. Moreover, our strategy is strategically designed to benefit the advertiser through the provision of meaningful and relevant placements maximizing budgets allocated. 2.0 Executive Summary Advertising is an important aspect that ensures that any organization can present their products to appropriate target markets. Thus, industry background helps to understand the requirements of the marketing program and illustrates the capabilities and strengths that can be used by Adopt Agency are accomplishing this crucial task. Due to competition, appropriate strategies and well-defined objectives should be in place to ensure that all complications are addressed at hand. Thus, UniSA portfolio indicates that internal resources can easily accommodate the requirements of marketing degree but negated by salience nature that the institution utilizes. However, the entire market is segmented into three groups that will be addressed different through objective formulation and strategies that will be used. The strategies that will be used will ensure that the awareness rate increases by 100% while application will increase by 15%. Moreover, there is an indicative time frame that the campaign will be carried out accompanied by appropriate estimates of the campaign. Nevertheless, there is also an illustration of a TV storyboard that will be used in developing the media component. 3.0 Review of Marketing Plan 3.1 Industry Background Due to the current increase of competition that is brought about by globalization, companies and institution should employ appropriate strategies that ensure that they survive through the turbulent markets. This can be achieved through utilizing appropriate measures such as marketing indicated by advertising campaigns (Weinreich 2001). 3.2 Company Snapshot Adopt Agency is independent Australian advertising agency, which began operation in 1992 and it has branches in Adelaide, Melbourne, Sydney and Queensland. It was established by indigenous and young ex-multinational professionals whose main aim is in youth advertising, a factor that is illustrated by the age of the employees. Some of the departments that are within the Adopt Agency are creative, account management, creative services, research planners and media planners. Due to the capability and capacity of Adopt Agency, it has seen its revenues and market share improve, a factor that can be illustrated by the awards and recognitions that we have received. These awards shows include New York Festivals and Clio Awards. 3.3 Competitive Review In the advertisement industry, competition is a factor that cannot be placed aside. Different companies posses’ different capabilities and strategies that aim to fulfil the requirements of their philosophies, vision and aim. Thus, some companies that we usually compete with and to some extent are the Martins Integrated, Hamilton G Heading Advertising and ADCORP Australia. Martins Integrated is one of our major competitor offering services raging from branding, to advertising capabilities using 3D. Hamilton G Heading Company, another competitor offers services that range from market research to customer loyalty services. 3.4 SWOT Analysis In any company that requires assistance in advertisement, some conditions shape the way that the organization offers its services and products to their consumers. However, due to competition, understating environmental factors is paramount in developing appropriate and outstanding advertising campaign (Avery 2000). Strengths It is modern, has rich history and flexible in its operation Diversified services that are offered UniSA has defined philosophy, vision and aims Weaknesses Undedicated strategies in selling the marketing degree Opportunities It is the only university in South Australia offering marketing courses Increase in number of students completing secondary school and the awareness of importance of university accreditation in development of career Appropriate staff is available to assist in administering the course and help in the marketing campaign Threats Decline in number of students pursuing marketing related courses Increased competition due to globalization e.g. online studies and new colleges offering specified courses in marketing e.g. only advertising 4.0 Marketing Goals Marketing goals are the paramount outcome of any advertising campaign and should be understood and brought into consideration when the marketing program is formulated and implemented. The aim of the marketing campaign is to ensure that the awareness of UniSA’s marketing degree is increased by 100% by the end of twelve months. Moreover, the marketing campaign should ensure that applications of marketing degree in the institution are increased by 15% for the periods between 2008 and 2010. Consequently, the philosophy and aim of the institution should be maintained in the marketing program e.g. GPA should be maintained to the current levels. 5.0 Target Market/ Target Audience To ensure that the marketing program is successful, the marketing team should ensure that they understand the market. This can be achieved through segmenting the market into appropriate groups that the marketing campaign can be utilized (Weinreich 2001). Thus, the audience will be divided into three targeted groups with different strategies during campaigning time. These target groups are the final years of secondary schooling; People who did not attended or never attended post-secondary education and university graduates. 5.1 Final Years of Secondary Schooling This is the most important group that should be maximized. Most students at this level are not fully development or do not understand future career goals. Thus, the marketing program should ensure that they maximize the confusion exhibited by these students through elaborating the benefits that are associated with pursuing a course in marketing and the benefits that are offered by UniSA School of business. This can be achieved through visiting these institutions, and educating them on the benefits of marketing degree. Moreover, at the same time, the marketing team should inform the students on the basic requirements of pursuing the marketing degree with future benefits associated with completing marketing degree. 5.2 Not or Minimal Pursued Post Secondary Education This is another important group of targeted market. This is composed of those students who completed the secondary school education and either did not purse further education or pursed minor post secondary education. These group may included those students who are working in private or home businesses, employed in low level income positions or are looking for jobs with minimal educational requirements. 5.3 University Graduates These are the students who have graduated or taking courses in degree level. In most instances, these graduates require marketing skills to ensure that they succeed in accomplishing their requirements and goals of their organizations. These individuals may come from managerial level of organizations and a suitable course timetable should be development that ensures that they balance between their careers and educational requirements. 6.0 Campaign Strategies The strategies that will be used will be based on the requirements of each target audience. Hence, in the case of the final year secondary students’ direct communication is appropriate since they can exchange direct communications. In the case of post secondary cases, media outlets and direct mailing will improve ensure that these market is accessed. University graduates can be reached through collaborating with institutions and organizations through strategies as media and visiting these organisations and elaborating to the staff benefits associated with advancing marketing based degree. 7.0 Advertising Media Recommended 7.1 Final Year Secondary Students Objective To achieve an application rate of 7% To increase awareness by 50% of marketing degree associated with UniSA Strategy Increase the number of visits to secondary schools Advertise in magazines and newspapers that are used by secondary based students Advertise in media that is associated with secondary students and all categories of educational disciplines 7.2 Not or Minimal Pursued Post Secondary Education Objective To achieve an application of rate of 5% To increase awareness by 30% To improve on conviction and knowledge of marketing degree Strategy Increase the number of visits to colleges and self-employed enterprises Advertise in educational magazines and journal Advertise in media at a schedule that deals with self-employment media schedules and competition shows 7.3 University Graduates Objective Increase the number of applicants by 7% Increase the level of awareness and conviction by 50% Strategy Visit different organizations selling the marketing degree course Attend and market in corporate meetings and other come together by organizations Advertise in corporate magazines, marketing magazines and journal and other media outlets associated with corporate businesses 8.0 Advertising Campaign Flowchart Month 2009 Week TV Magazines/ Newspapers Visits Radio Billboards Flyers Jan 1 2 3 4 Feb 1 2 3 4 Mar 1 2 3 4 Apr 1 2 3 4 May 1 2 3 4 Jun 1 2 3 4 Jul 1 2 3 4 Aug 1 2 3 4 Sept 1 2 3 4 Oct 1 2 3 4 Nov 1 2 3 4 Dec 1 2 3 4 9.0 Budget Summary Type of Expenditure Cost in $ Percentage Media Type TV 35,000 17.5 Magazines & Newspapers 15,000 7.5 Radio 30,000 15 Billboards 10,000 5 Flyers 5,000 2.5 Visits 20,000 10 Funds Reserved for Publicity (signed up) 15,000 7.5 Market Research 10,000 5 Public Relations 5,000 2.5 Operational Cost (15% of Budget Estimate) 30,000 15 Other Expenses 25,000 12.5 Total Expenses 200,000 100 10.0 Conclusion An advertising campaign is an important component that will help in marketing the product and ensuring that the right market is addressed. Utilization of this marketing campaign by UniSA will improve the position of their marketing degree and increase the awareness of the degree. This will be accomplished within the amount of budget that is allocated. 11.0 TV Storyboard 12.0 Bibliography Avery, J 2000, Advertising Campaign Planning: Developing an Advertising-based Marketing Plan, 3rd Ed. Copy Workshop, London. Information on Martin Integrated, Harnessing the power of integration, viewed 10 May 2009, Information on Hamilton G Heading, Hamilton G Heading Advertising, viewed 9 May 2009, Information on University of South Africa, Marketing Degree, viewed 11 May 2009, Ogilvy, D 2007, Ogilvy on Advertising, Prion Publishers, New York. Petley, J 2003, Advertising, Black Rabbit Books, London. Sutherland, M & Sylvester, A 2000, Advertising and the Mind of the Consumer: What Works, What Doesn’t and Why, 2nd Ed. Allen & Unwin Publishers, New York Weinreich, L 2001, 11 Steps to Brand Heaven: the Ultimate Guide to Buying an Advertising Campaign, Kogan Page Publishers, New York. . Read More