Unseen London - Marketing Communications Plan
Transcript of Unseen London - Marketing Communications Plan
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MARKETING COMMUNICATIONS PLAN29 MARCH 2016
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29 MARCH 2016
TABLE OF CONTENT
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TARGET MARKET
ENVIRONMENTAL SCAN
COMMUNICATION TOOLS
PERFORMANCE MEASUREMENT
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29 MARCH 2016
TARGET MARKET
STUDENTS
LOCALS INTERNATIONAL COMMUNITYINTEREST
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29 MARCH 2016
TARGET MARKETWHY STUDENTS?
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MORE TIME ON THEIR HANDS
EAGER TO EXPLORE THE CITY
EXPERIENCE THINGS DIFFERENTLY
QUICK TO REACH
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29 MARCH 2016
ENVIRONMENTAL SCANMACROECONOMIC FACTORS
P: Topical issue (government initiatives)
E: Increasing unemployment
S: Rough sleepers on the rise
T: Strong receptiveness of online marketing
L: No legal barriers for hiring rough sleepers
E: Weather
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COMMUNICATION TOOLS
Media PR
Direct Marketing Sales Promotion
1. Social Media2. Website3. Student Newspaper
1. Celebrity Endorsement (via Snapchat)
1. Posters2. Email newsletter
1. Email newsletter
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COMMUNICATION TOOLSWHY SOCIAL MEDIA?
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COMMUNICATION TOOLSWHICH SOCIAL MEDIA TOOLS?
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COMMUNICATION TOOLSMEDIA: YOUTUBE
Night On The Street: Youth Helping the Homeless
UnseenLondon
Action Items √ Driving Thought Leadership√ Brand awareness and engagement√ Viral sharing
Key Metrics • Views, Shares and Likes• Subscriptions and/or Follows• Engagement and comments • Referring traffic • Page ranking on key terms
from video-sharing sites
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COMMUNICATION TOOLSMEDIA: FACEBOOK
Action Items √ Updates of news on homeless issues√ Creating events (eg World Homeless Day)√ Organise viral fundraising campaign√ Collaborations with charities
Key Metrics • Page follows and likes• Likes, shares, comments • Referring traffic (through event invitation)• Event views, participation and response• Facebook Insights
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COMMUNICATION TOOLSMEDIA: INSTAGRAM
Action Items √ Tour Guide profiling (stories)√ Curate User-Generated Content
Key Metrics • Likes, Comments, Followers• Mentions• Growth of hashtags• Engagement per post • Clickthroughs on URLs
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COMMUNICATION TOOLSMEDIA: STUDENT NEWSPAPER
Action Items √ Article written by a guide√ Storytelling
Key Metrics • Comments• Sharing• URL click through
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COMMUNICATION TOOLSMEDIA: WEBSITE
Action Items √ Tour guide profiling √ Link website to all other communication channels√ Content marketing
Key Metrics • Online traffic• Referral traffic • Page rankings on search engines • Product purchasing and lead generation
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COMMUNICATION TOOLSCELEBRITY ENDORSEMENT: SNAPCHAT
Action Items √ Celebrity engagement with rough sleepers or tour guides
Key Metrics • Amount editorial coverage achieved• Evaluation of audiences reached• Audience reception: Open & screenshot rates, follows, snap replies • Changes in audience behaviour
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COMMUNICATION TOOLSDIRECT MARKETING: POSTERS
Action Items √ Choice of artwork√ Choice of London tour areas
Key Metrics • QR codes• Clickthrough on website URL
Add a little bit of body text
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COMMUNICATION TOOLSDIRECT MARKETING & SALES PROMOTION: EMAIL
Action Items √ Loyalty programs
Key Metrics • RFM Model• Clickthrough rate• Conversion rate• Bounce rate• List growth rate• Email sharing/forwarding rate• Overall ROI
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UNSEEN LONDON EXPLORE MEDIA HOMECONTACT
WINTER HIGHLIGHTS
LONDON BRIDGE
SHOREDITCH BRIXTON
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COMMUNICATION PLANBRIEF TIMELINE
JanFeb
MarApr
MayJun
JulAug
SepOct
NovDec
Posters & Flyers
Student Newspaper
Snapchat YouTube
Student Newspaper
Instagram / Facebook / Email
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