What promotional or engagement strategies will you use?

Learning Goal: I’m working on a marketing multi-part question and need an explanation and answer to help me learn.Promotion: Integrated Marketing Communications StrategyUse the template below to layout your design for a marketing campaign aimed at your target segment.ApproachHow will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site, and targeted digital advertising) and convince peers they should attend.GoalIn consideration of your previous analysis, you need to identify at least one goal for the campaign.Describe the target segment for your campaign.
What is the goal you want to achieve with the campaign?
What is your call to action?
Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)
Example:Audience: HR professionals who are casual and power-users of Chumber systems
Increase event registration by 20% by the start date of the annual user conference.
Call to action: Register online today.
MessagesIdentify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align to reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.Example:Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
Proof Point: Veteran attendees return year after year because it recharges their skills, knowledge and professional networks.
Call to Action: Register online today.
Promotional Mix and IMC ToolsIdentify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.Example:Digital MarketingWeb site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media
Direct MarketingEmail marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct an email campaign with the target audience list to generate awareness, interest, desire to attend a conference.
Sales Promotion + Digital MarketingContest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day
Sales AlignmentAt what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?Measurement (KPIs—Key Performance Indicators)How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.Examples of KPIs:Total sales/revenue
New/incremental sales
Number of qualified leads generated
Net Promoter Score
Web site unique visitors
Number of registrations/sign-ups
Impressions – views of content
CTR – click-through rate
Engagement – comments, likes, shares, page views, video views
Followers – social media (Facebook, Twitter, LinkedIn, YouTube)
BudgetBudget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.ItemPurposeCost EstimateExample: White paper authored by a technical writerLayout business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry$500.00Item #1 Item #2 Item #3 Item #4 Add additional rows as needed.Estimated campaign impact: [insert]Action PlanOutline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.TimingActivity TypeBrief DescriptionAudienceOwnerToday’s DateExample:Web site UpdateAdd new key messages that fit repositioning strategy and audience focusTech company hiring managersJim HillDate Date Date Date Date Launch Date Add additional rows as needed.Risk FactorsContingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.Executive SummaryDo this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:Company DescriptionBriefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.Target SegmentIdentify and briefly describe your target segment.Competitive AdvantageExplain your organization’s competitive advantage.Positioning StatementProvide the positioning statement your marketing plan will apply.Marketing Plan ObjectivesList the objectives of the marketing plan: What will it accomplish? Be as specific as possible: an anticipated increase in sales, profits, market share, etc.Please use APA format and in text citations throughout the response. I asked my teacher how long the responses should be per answer and this was her response “Remember… Brevity is more. Sufficient words to answer the question, but fluff has no place in this MP. Business-like. I do not count words, I review for substance. Think about how you would write a report for your boss. Short. Sweet, Thorough. Accurate. In-text cited and Referenced (if need). I am not concerned that anything you submit will be too long or too sort. Goldilocks Zone. Make sense?. I will be attaching the part of the marketing plan that has already been completed. Please read it as it will help with responding to the questions above along with your research. Thanks!

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