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B e t t e r T o g e t h e r

BUSM2043-002-11000230 Word Count: 2521 Develop a marketing communications campaign against Scottish Independence for Better Together.

08 Fall

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Table of Contents Situation Analysis .............................................................................................. 3 Referendum and Better Together ............................................................................................................ 3 The Vote and Current Campaigns ........................................................................................................... 3 Marketing Mix ..................................................................................................................................................... 4 The Wider Macro Environment .................................................................................................................. 4

Political Impacts ................................................................................................................................................ 4 Environmental Impacts ................................................................................................................................. 5 Social Impacts ................................................................................................................................................... 5 Technological Impacts .................................................................................................................................. 5 Legal Impacts ..................................................................................................................................................... 5 Economic Impacts ........................................................................................................................................... 5

SWOT Analysis .................................................................................................................................................. 6 Better Together Objectives .............................................................................. 6 Strategic Analysis .............................................................................................. 7 Audience Segmentation ................................................................................................................................ 7

Demographics .................................................................................................................................................... 7 Psychographics ................................................................................................................................................. 7

Targeting ............................................................................................................................................................... 8 Positioning ............................................................................................................................................................ 8 Proposal Campaign Tactics ............................................................................. 9 The Marketing Message ............................................................................................................................. 10 Putting the Campaign into Action ................................................................. 10 Measuring the Campaign Success ................................................................ 10 References ........................................................................................................... 11 Bibliography ......................................................................................................... 13

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Situation Analysis Referendum and Better Together Scotland is facing a historic moment in its history; the referendum vote is due to take place on 18th September 2014 deciding if Scotland should become independent from the United Kingdom or not. Better Together is a pro-union, cross-party campaign against Scottish independence involving Lib-Dems, Labour and Conservatives in this political historic event. Currently, Better Together holds three agencies to market their campaign. Republic Media acts as a media planner and buyer, Zeitgeist is its main marketing communication agency and Blue State Digital is overseeing its digital marketing communications. This document will outline research of the audience and propose a new marketing communications campaign.

The Vote and Current Campaigns The vote is offered to everyone over the age of 16 who retains residence in Scotland, this excludes 800,000 Scots who live in other parts of the UK (Black 2013). The main objective for the marketing for all campaigns involved is to inform the audience of all angles of the referendum and the impact it will have on the Scottish people, for or against. The vote will ask the Scottish people Should Scotland be an independent country? Yes or No (Sturgeon 2013). On the 25th May 2012 the YES campaign was launched standing for pro-independence, Better Togethers main competitor. YES are using marketing techniques to change opinion, whilst Better Together are giving information to the audience but believe together is better; Andrew Black (2013) reports Its likely that other campaign groups will spring up as the campaign goes on. According to current polling data by the British Social Attitudes support for independence has tended to oscillate between about a quarter and a third (Black 2013). Better Together have an advantage to YES due to it backing for no change in Scotland, YES have to work hard to get people to change their opinion; after all no one likes change. Better Together are currently selling facts and the social norm as it USP, whilst also revealing the repercussions for choosing independence. The YES campaign has been hindered in dishonestly since its launch, according to Raikes (no date). However, as seen in Figure 1 (The Porridge 2013), Better Togethers recent advertising campaign has caused a stir amongst audiences with its tagline Remember, its the week after 9/11! since coining the phrase unforgettable (The Porridge 2013).

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The main use of marketing currently conducted is by Blue State Digital with the use of the Better Together website and Social Media pages, allowing a more personal response to the campaign, this will continue in the proposal campaign, as it has receive successful reviews for both YES and Better Together campaigns.

Marketing Mix To conclude, Figure 2 outlines the current marketing mix.

The Wider Macro Environment

Political Impacts An independent body will oversee all campaign groups involved due to the political nature of the vote. The Electoral Commission outlines it role with the marketing campaigns for the Scottish referendum:

2.3 The Electoral Commission is an independent body established by the Political Parties, Elections and Referendums Act 2000 (PPERA). We regulate party and election finance and set standards for well-run elections and electoral registration in the UK. We have statutory responsibilities in relation to elections, and referendums held under the provisions of PPERA. These responsibilities include: promoting public

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awareness of elections and how to participate in them; giving guidance on, and setting standards for electoral registration and electoral administration; reporting on the administration of elections and referendums; giving guidance to candidates, agents, political parties and referendum campaigners; and regulating and reporting on election and referendum funding and spending.

Electoral Commission (2012: p.11)

Environmental Impacts Pro-union websites are promoting the opportunity independence will bring for a more sustainable economic Scotland and suggesting the UK Government wont give us control of Crown Estate revenues, denying local communities the benefits of our renewable potential (National Collective 2012).

Social Impacts As highlighted previously, many Scottish born will not be eligible to vote in the 2014 referendum. As a result, 400,000 people from the other areas of Britain, currently living in Scotland will get the opportunity to vote (Black 2013). This seems to be the fairest way to proceed, however, it can have a dramatic impact on the outcome, as many British born are more likely to be pro-union. Furthermore, the vote could cause communities to divide as a result of individuals promoting heavily within small communities in Scotland.

Technological Impacts Each campaign needs funding from its supporters; these donations are used to help to promote the campaign, the paying of wages, buying advertising space, and paying for transport to get to conventions etc. The development of interactive websites has allowed for easier and more trusted campaign donations, as it stands Better Togethers total donations currently stand at 1,118,451 (Carrell 2013c).

Legal Impacts Ten months after the Better Together campaign was launched, the bill to change the age requirements to vote was passed. The Scottish Independence Referendum (Franchise) Bill: Equality Impact Assessment, outlined other votes that have taken place whereby, 16-17 year olds have been eligible to vote and worked successfully. The bill has been passed resulting in eligibility for 16-17 year olds to vote, moreover ensuring that data on young people is treated sensitively (The Scottish Government 2013c).

Economic Impacts The outcome of the referendum will have an impact on the Scottish economy if the majority vote yes for independence. The UK GDP has grew by 0.3% in the first three months of 2013, which is in favour for the Better Together campaign as there is no way to know if an independent Scotland economy will have the opportunity to beat this or return to a recession (BBC 2013).

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SWOT Analysis

Better Together Objectives Better Togethers specific objective is for the outcome of the referendum to be Scotland remaining apart of the UK, currently being monitored by polling data; this data can help measure Better Togethers campaign impact. The date of the referendum has been set to 18th September 2014 giving Better Togethers campaign a specific call to action, to vote on that day. With only one outcome out of two choices, Better Together have a 50% chance of getting their desired outcome however, polling data and campaign impact will give Better Together a higher chance. Cognitive Objective: Better Together want the people of Scotland to know being apart of the UK is the best possible choice for our future. Better Together (2013a) suggest on their website You will find expert opinion and analysis we wont always agree with every statistic or argument that independent experts offer, but we will try to give you as much information as you need.

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Affective Objective: Better Together and YES campaign want everyone eligible to vote to feel apart of the biggest decision in our history (Better Together 2013a). Conative Objective: Ultimately Better Together desires everyone to vote in favour of Scotland remaining apart of the UK, In a referendum everyones vote will count and everyones voice needs to be heard. We will speak up, very loudly and very clearly, for the millions who believe we are Better Together (Better Together 2013a).

Strategic Analysis Audience Segmentation

Demographics Currently, 5.2 million people live in Scotland, 48% women and 52% men. The Scottish Government (2011) has subdivided the population into three age brackets, two of them eligible to vote, 16-64year olds making up 66% of the population and 17% 65+. Figure 4 (The Scottish Government 2012b) exhibits the Scottish population social economic status in gender categories. The three most popular statuses for men are self-employed, full-time employment and permanently retired from work, whilst majority of women are either in full-time employment, part-time employment, or permanently retired from work.

Psychographics

Lifestyle and Personality Analysis Taylor Nelson produced a framework called Monitor dividing the UK population into three categories with sub categories. At the time of this framework was published the UK included Scotland therefore the following illustrates the lifestyle and personality of the Better Together campaign audience:

1) Sustenance-driven- motived by material security a. The aimless young unemployed and elderly drifters b. Survivors traditionally minded working-class c. Belongers conservative family-oriented

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2) Out-directed motived by the desire of status a. Belongers b. Conspicuous consumers

3) Inner-directed a. Social resisters caring and often doctrinaire b. Experimentalists hedonistic and individualistic c. Self-explores less doctrinaire than social resisters and less

materialistic than experimentalists Wilson and Gilligan (2005: p. 344)

Behavioural Analysis Figure 5 (adapted from Percy and Rosenbaum-Elliot 2012) demonstrates the behavioural sequence model applied to the Better Together campaign audience. The voters will make an independent decision to be involved and to physically vote, in their home, ultimately voting at a polling station, however, they all can be influenced in many different methods, all affected by marketing up until the point of the physical vote.

Targeting The wide reach of audience for the referendum requires a lot of money to target them all successfully. The proposed campaign will target two key demographics; disabled or long term condition in Scotland households making up 33% of the population and households who have young children making 24% of the population (Parenting Across Scotland no date and NHS Health Scotland 2010). According to Taylor Nelsons Monitor framework, this demographic would be classed as Survivors, Belongers and Conspicuous consumers (Wilson and Gilligan 2005). They will be deeply affected if independence is the outcome, due to the changes in the UK free schooling system and NHS, most probably revealing an interest in the wider economic debate currently taking place.

Positioning Percy and Rosenbaum-Elliot (2012: p.147) suggest the market actually defines itself by how the consumers see the market. The referendum is a

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new experience for Scotland, being hallmarked as a once in a lifetime opportunity, therefore much of our market, unless heavily involved with politics, do not understand the implications from either side. Working in our favour Better Together are selling the same, the norm; as a result making it more relatable. We need to promote the facts and the negative impact the YES campaign will bring to Scotland, resulting in the non-existence of the NHS and free schooling system as we know it, ultimately the unknown. The proposal campaign will promote security with our target audience segments.

Proposal Campaign Tactics Overby and Barth (2006: p.469) found that there was more evidence that radio ads enhance the democratic experience rather than detract from it. The campaign proposal will utilise Radio as one of its main platforms, this is due to the ability to target successfully; the campaign will focus on a higher frequency during the school run, in term times on radio stations like Real Radio and Radio Clyde. Outdoor, PR and Online will also be utilised as main marketing communications platforms due to their ability to target successfully, however, these tactics also have the ability to reach wider than the target demographics. TV and Direct Mail will work as a supporting tactics, although TV has a high impact rating, the television will also be crowded with political broadcasts, a high frequency on TV may confuse the audience; as discussed with Helen Hogan (2013) a residence of Scotland says perhaps what I considered adverts were political broadcasts. Direct Mail, TV and Online will have the ability to reach those who are less abled to leave their home on a frequent bases as well as families who spend a lot of in the home, especially with the British weather. Outdoor and PR will hold the role of brand recall, focusing on reminding consumers of the marketing message. PR has the ability to allow the audience to communicate with Better Together representatives on a personal level. According to Percy and Rosenbaum-Elliot (2012: p.186) this political referendum holds a negative informational motivation with a low involvement

as seen in Figure 6 (adapted from Percy and Rosenbaum-Elliot); with low-involvement decisions, to initiate a positive brand attitude, the target audience needs only to pay attention to the message and learn something positive about the brand, resulting in all media types being appropriate.

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The Marketing Message The proposed campaign will target to the less abled and households with children that will promote two messages emphasised on the NHS and free school system. The first creative will focus around a tagline that reads They teach you at school two heads are better than one; were Better Together, selling a sense of security and the logic behind staying reunited with the ability to reach a wider audience. The second campaign is a proposal of TV campaign that can be adapted for all marketing communication tactics; we see a couple on their wedding day, the line reads we made a vow, in sickness and in health, phasing to two NHS nurses saying to help make our nation a better place, followed by a blank screen reading were Better Together. The emotional impact of the adverts will appeal to the audiences need for security, remaining relatable, in comparison to the more dramatic current use of marketing techniques (9/11 campaign).

Putting the Campaign into Action The campaign will run from quarterly 1 through to quarterly 3 2014, focusing on three bursts. A high frequency of all marketing communications will be utilised in January-February, as January is a month of uncertainty, many households are suffering from low funds due to the Christmas period and New Year, spending more time at home and evaluating the previous year and planning the year to come. The second burst will commence in May 2014, as the summer begins people tend to be more positive, brand recall tactics will focus at this time with a large amount of the budget for this period being used for Outdoor adverts and PR events. The largest burst with the highest frequency and all tactics being utilised will run from July to September, the homestretch to the vote. The Scottish population will pay more attention at this time they make their decision for what outcome they will vote for.

Measuring the Campaign Success Utilising a wide range of marketing communication tactics over a long period of time will give our campaign the ability to monitor and adapt the campaign. Firstly, the measuring polling data will give us the direct response we are receiving for our campaign. However, each tactic gives the ability to measure the response. The TV adverts can be calculated using opportunity to see by our target audience and monitored by the gross rating point system, we will aim to reach low with a high frequency due to our low involvement, informational motivation (Percy and Rosenbaum-Elliot 2012). Radio advertising can be measured similarly with opportunity to hear. The use of online communications will be measured by clicks as Kuisma et al. (2010) suggests The effectives of online ads [is] usually been measured by click-through rates. Donations on the Better Together website will also act as a good indicator to the impact our marketing campaign is having with our audience. Focus groups will be conducted to measure the impact of the Outdoor and Press advertising, as well as PR events, resulting in personal opinions from the target audience. Finally, Direct Mail will be monitored by a call to action, measured by response rates.

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References BBC (25th April 2013) Economy tracker: GDP. BBC News [Online] Available from: http://www.bbc.co.uk/news/10613201 [Accessed 8th May 2013]. Better Together (2013a) About [Online] Available from: http://bettertogether.net/pages/about [Accessed 8th May 2013]. Black, A. (22nd March 2013) Q&A: Scottish independence referendum. BBC Scotland [Online] Available from: http://www.bbc.co.uk/news/uk-scotland-13326310 [Accessed 8th May 2013]. Carrell, S. (8th April 2013c) Better Together first to declare donors, and ignores Scotland only challenge. The Guardian [Online] Available from: http://www.guardian.co.uk/politics/scottish-independence-blog/2013/apr/08/scottish-independence-campaign-funding [Accessed 8th May 2013]. Hogan, H. (2013) Email conversation with Helen Hogan, 3rd May. Kuisma, J., Simola, J., Uusitalo, L., and Oorni, A. (2010) The Effects of Animation and Format on the Perception and Memory of Online Advertising. Journal of Interactive Marketing [Online] 24 (4), 269-283. Available from: Science Direct [Accessed 8th May 2013]. National Collective (2012) Scotlands Referendum: Environment [Online] Available from: http://nationalcollective.com/scotlandsreferendum/environment/ [Accessed 8th May 2013]. NHS Health Scotland (2010) Disability Health issues and access to health services [Online] Available from: http://www.healthscotland.com/equalities/disability/health.aspx [Accessed 8th May 2013]. Overby, L., M., and Barth, J. (2005) Radio Advertising in American Political Campaigns: The Persistence, Importance and Effects of Narrowcasting. American Politics Research [Online] 34 (4), 451-478 Available from: SAGE Premier 2013 [Accessed 8th May 2013]. Parenting Across Scotland (no date) Facts about families in Scotland [Online] Available from: http://www.parentingacrossscotland.org/policy--research/facts-about-families-in-scotland.aspx#3 [Accessed 8th May 2013]. Percy, L., and Rosenbaum-Elliot, R. (2012) Strategic Advertising Management. 4th edition. Oxford, UK, Oxford University Press. Raikes, G. (no date) YES Scotland Independence campaign lies [Online] Available from: http://www.britainfirst.org/news/yes-scotland-campaign-lies/ [Accessed 8th May 2013]. Strugeon, N. (2013) Scotlands Referendum [Online] Available from: http://www.scotreferendum.com [Accessed 8th May 2013].

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The Scottish Government (2013c) Scottish Independence Referendum (Franchise) Bill: Equality Impact Assessment. Referendum Franchise Bill EQIA 2013 p.2 [Online] Available from: http://www.scotland.gov.uk/Publications/2013/04/3294/2 [Accessed 8th May 2013]. Wilson, R. M. S., and Gilligan, C. (2005) Strategic Marketing Management. 3rd edition [e-book] Oxford, UK, Elsevier Butterworth-Heinmann [Available from: MyiLibrary [Accessed 8th May 2013].

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CIPR Scotland Admin (6th February 2013) After the Conference: Four Steps to Online Success. CIPR Scotland [Online] Available from: http://ciprscotland.wordpress.com/2013/02/page/2/ [Accessed 8th May 2013]. Cramb, A. (25th June 2012) Scottish anti-independence campaign, Better Together launches today. The Telegraph [Online] Available from: http://www.telegraph.co.uk/news/uknews/scotland/scottish-politics/9353395/Scottish-anti-independence-campaign-Better-Together-launches-today.html [Accessed 8th May 2013]. Dailrecord (21st March 2013) Data of destiny: Scots to vote on independence referendum on Thursday September 18, 2014. Daily Record [Online] Available from: http://www.dailyrecord.co.uk/news/scottish-news/day-destiny-scots-vote-independence-1776750 [Accessed 8th May 2013]. Electoral Commission (2012) The Scottish referendum: response to consultations [Online] Available from: http://www.electoralcommission.org.uk/__data/assets/pdf_file/0011/146927/The-Scottish-referendum-Response-to-consultations.pdf [Accessed 8th May 2013]. Glenday, J. (25th June 2012) Alistair Darling launches Better Together anti-independence campaign. The Drum [Online] Available from: http://www.thedrum.com/news/2012/06/25/alistair-darling-launches-better-together-anti-independence-campaign [Accessed 8th May 2013]. Kuisma, J., Simola, J., Uusitalo, L., and Oorni, A. (2010) The Effects of Animation and Format on the Perception and Memory of Online Advertising. Journal of Interactive Marketing [Online] 24 (4), 269-283 Available from: Science Direct [Accessed 8th May 2013]. Lepitak, S. (16th January 2013) Zeitgeist, Republic of Media and Blue State Digital confirmed as marketing agencies behind Better Together. The Drum [Online] Available from: http://www.thedrum.com/news/2013/01/16/zeitgeist-media-republic-and-blue-state-digital-confirmed-marketing-agencies-behind [Accessed 8th May 2013]. Martin, C. (28th April 2013) What is the medias role in the independence referendum debate? NesnetScotland [Online] Available from: http://newsnetscotland.com/index.php/scottish-opinion/7279-what-is-the-medias-role-in-the-independence-referendum-debate [Accessed 8th May 2013]. My Mutterings (2013) High Visibility YES Campaign [Online] Available from: http://my.mutterings.co.uk/politics/high-visibility-yes-campaign [Accessed 8th May 2013]. National Collective (2012) Scotlands Referendum: Environment [Online] Available from: http://nationalcollective.com/scotlandsreferendum/environment/ [Accessed 8th May 2013]. Overby, L., M., and Barth, J. (2005) Radio Advertising in American Political Campaigns: The Persistence, Importance and Effects of Narrowcasting. American Politics Research [Online] 34 (4), 451-478 Available from: SAGE Premier 2013 [Accessed 8th May 2013].

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Percy, L., and Rosenbaum-Elliot, R. (2012) Strategic Advertising Management. 4th edition. Oxford, UK, Oxford University Press. Raikes, G. (no date) YES Scotland Independence campaign lies [Online] Available from: http://www.britainfirst.org/news/yes-scotland-campaign-lies/ [Accessed 8th May 2013]. Republic of Media (2012) Better Together media account [Online] Available from: http://www.republicofmedia.co.uk/index.php/news/view/republic-of-media-appointed-to-better-together-media-account [Accessed 8th May 2013]. Scotland (no date) Population of Scotland [Online] Available from: http://www.scotland.org/about-scotland/the-scottish-people/population-of-scotland [Accessed 8th May 2013]. Scott-lodge (2013) Better Togethers SMS Campaign [Online] Available from: http://www.scott-lodge.com/blog/index.asp?id=26 [Accessed 8th May 2013]. Strugeon, N. (2013) Scotlands Referendum [Online] Available from: http://www.scotreferendum.com [Accessed 8th May 2013]. Taylor, B. (25th June 2012) Scottish independence: Alistair Darling warns of no way back. BBC Scotland [Online] Available from: http://www.bbc.co.uk/news/uk-scotland-scotland-politics-18572750 [Accessed 8th May 2013]. The Porridge (2013) Better Together launch Remember, its the week after 9/11! advertising campaign [Online] Available from: http://theporridge.co.uk/post/46237479371/better-together-launch-remember-its-the-week-after [Accessed 8th May 2013]. The Scottish Government (2011) Summary: Demographics [Online] Available from: http://www.scotland.gov.uk/Topics/People/Equality/Equalities/PopulationMigration [Accessed 8th May 2013]. The Scottish Government (2012a) Your Scotland, Your Referendum: An Analysis of Consultation Responses. Independence Referendum Consultation Analysis Oct 2012 p.15 [Online] Available from: http://www.scotland.gov.uk/Publications/2012/10/3849/15 [Accessed 8th May 2013]. The Scottish Government (2012b) Scotlands People Annual Report: Results from 2011 Scottish Household Survey. Scotlands People 2011 p.5 [Online] Available from: http://www.scotland.gov.uk/Publications/2012/08/5277/5 [Accessed 8th May 2013]. The Scottish Government (2013a) Constitutional Reform [Online] Available from: http://www.scotland.gov.uk/Topics/constitution [Accessed 8th May 2013]. The Scottish Government (2013b) Economic Growth [Online] Available from: http://www.scotland.gov.uk/About/Performance/scotPerforms/purpose/economicgrowth [Accessed 8th May 2013].

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The Scottish Government (2013c) Scottish Independence Referendum (Franchise) Bill: Equality Impact Assessment. Referendum Franchise Bill EQIA 2013 p.2 [Online] Available from: http://www.scotland.gov.uk/Publications/2013/04/3294/2 [Accessed 8th May 2013]. Wilson, R. M. S., and Gilligan, C. (2005) Strategic Marketing Management. 3rd edition [e-book] Oxford, UK, Elsevier Butterworth-Heinmann [Available from: MyiLibrary [Accessed 8th May 2013].