Individual Integrated Campaign Plan
Fill Marketing Communication Planning Framework
You are required to produce a campaign plan for Resorts Word, Birmingham Autumn Weekend Break campaign in line with the assessment brief. You will present your plan as a written document using Fill’s Marketing Communications Planning Framework (MCPF). It must be of a professional standard and detail your recommendations in response to the brief. There is no set format in terms of presentation and marks will be awarded to students who adopt a highly professional and creative approach appropriate for a marketing communications agency. Your plan should include all elements of the MCPF and be presented in a logical manner using the framework. When devising your plan, credit will be given to the structure, presentation and ideas demonstrated but it is also vital that all recommendations are fully justified, using appropriate theory and practice based evidence, to show how and why they will achieve your campaign objectives.
Introduction
The aim of marketing communications is producing favorable results (Baines and Fill 128). Marketing communication is a broad term, which can be viewed and understood in many dimensions. However, the primary objective is to make a product and service or an event known to the targeted market. Like every project, marketing communication must also be planned carefully. When planning marketing communication, one crucial thing to be considered is about the ethical norms which entail giving the fact guided by legal and other regulatory deterrents of promotional tools. Ethical issues stand out, especially when designing the message that is delivered to target audience (Young and Aitken 2007). This remains a unique requirement for treatment of vulnerable groups in promotion campaigns.
RESORTS WORLD: Marketing Communication Planning Framework
Resorts World is the first and largest integrated resort in the Philippines. It is a one-stop, non-stop entertainment and leisure destination that features gaming thrills, world-class entertainment, unique events, and exciting lifestyle options.
The base of a marketing communication plan is to define problems and opportunities. At some point, the problems need to be addressed and improved, and the opportunities need to be exploited (Gronroos 100). The primary purpose of this analysis is to examine, determine and understand communication drivers, that are likely to have an impact on the brand or services of a company.Target market in a business plan is highly appreciated, their needs, attitudes, motivation and decision-making characteristics being valuable information for the success of the program.
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Context Analysis
In this case study, context analysis is divided into two parts, internal and external constraints. Internal factors include company and product analysis while external factors concentrate on the target audience, on analysing competitors and introducing environmental facts. The Birmingham Autumn Weekend Break is made for the demonstration of festival events, performance of arts, entertainments, and showing of cultural activities like dances and running of horses to the locals and tourists expected to tour Birmingham City (Aerica, Sri, and Cole). The company must ensure that all its services are deliverable to the target audience to secure its reputation.
