Marketing and PR are two of the most important features to help develop any brand to promote and maintain their public image is this in turn will hopefully increase sales. Marketing focuses on not only what the customers needs but also their want . This segment of the industry will plan all the promotion techniques needed to create a public image where PR can step in to remain it. Public Relations works with the connection between the public and the company. PR is often needed when this connection is broken as they will work to repair this relationship. The creative industry heavily relies on marketing and PR as promotion for any work that has been created in the creative industry as promotion is the key to selling any creative work. To build a brand marketing and PR can also be used strongly to create an identity for example Mcdonalds has bounced back time after tim with its issues that is then covered through TV ad campaigns and a mixture of public relations.
I have been set the task to create my own marketing and PR company to deal with a company that has recently faced a downfall whether this be within the marketing or PR side of the company. The company that I have created is Eagles Management a small but well known Marketing company. I have chosen to deal with a company that has recently gone through both a PR and marketing issue this company is Tesco. A recent scandal within Tesco's accounting has thrown the company into disrepair as their accountant has not only lost the company their money but has also lead to the distrust of their customers. The accountant in question over predicted the companies profits leading them to spend more then they actually had available causing big losses of thousands of pounds. They have also created more losses through the lack of trust from their customers and other buisnesses as their shares have decreased in value. To explain this problem to Eagles marketing a creative brief was created.
The creative brief had to be created to follow the key definition of a brief meaning that it had to be written from the clients perspective in this case Tesco. The clear written document must outline the issue whilst providing basic background information. When responding to a brief it is important for the marketing company to understand the creative requirements needed by the client. In this case it is the promotion of their newly developed range and to create a sense of community that is connected to the company. To further these ideas and the information given in the brief the marketing company they would ask further for further details from the briefs creator. This communication would also allow Eagles to establish why they have created this new range and the reasoning behind it. The information given in the brief can only be furthered in two ways eaither through asking questions or by carrying out research. In Eagles managements case extensive research was carried out into many of the aspects needed to build a marketing strategy and plan. This was started by looking at the current situation analysis, this is done by looking into the world around the company and most importantly the economic environment at the moment allowing me to see the potential customers for the client. The next step of research carried out was a look into the pre existing marketing mix allowing me to see the companies marketing as it stands. This was featured in the marketing plan as the product, promotion, place and price where established and needed to be bookmarked within the creation of the new campaign.
Once all of this background research had been established it allowed me to create a selection of creative solutions to the companies problems. The creative solution I had created needed to have a realistic possibility of happening meaning that I had to gather evidence proving that the campaign would appeal to the companies target market and will create the reaction needed. To do this a focus group of possible customers had to be arranged to gather their thoughts and opinions. These thoughts would not only be about the future campaign but also about Tesco. The focus group research that I gathered pointed out two main objectives. The first being that they wanted a possible celebrity endorsement similar to any of their competitors. The second was that they wanted a service for the community that could possibly taken over by the community. From this research the campaign was adjusted to fit what these prospective customers could want. This then allowed me to create my marketing strategy.
The marketing strategy outlines my campaign in basic detail. It states clearly to the client what the Eagles wants to do with the campaign and the company including all small and long term goals. This was done in response to the creative brief so it addresses what the client wants directly. In my marketing strategy I have outlined the main objectives of the campaign which are to raise sales, improve PR and to establish community spirit. These goals have to be similar to what the company is looking for. I found all of my information from the creative brief for the marketing strategy. The goals and ideas are extended into my marketing plan. In my marketing plan the whole campaign has been planned and scheduled. The plan has a full analysis of the campaign and the customers and world that it will take part in. It provides a full explanation of all the marketing companies issues and how they will be addressed.
To publicise the campaign the company have chosen to use the best of free promotion by using the print media by releasing press releases about the upcoming events. To do this a press release was needed that outlined the campaign and the events that may be happening. This information including background details and exclusives will be sent to the national press at first who will have the chance to write small articles such as the one featured as my created products. This will not give them a big outreach of customers so the release will also be sent to smaller local community newspapers that will keep in with what the clients wanted. This will also allow the printed poster to be used in press in conjunction with the articles as it is the only released photo as the event has not taken place.
Overall, This assignment has been challenging as the struggle to find real information that predicted what I needed to fit the campaign was hard. In the end the created elements was full of detail with a full explanation on the objectives of each document where addressed. If I was to do this assignment differently I think I would look into time management as the amount of work in the detail that I wanted to achieve was the hardest task and led to some of my work not to be completed to the best of my ability. I think that by managing the time frame differently I could have accomplished more. This assignment has prepared me for any large assignments within university that may have to be in the same amount of detail.
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