Create a marketing communication plan to promote Hull City of Culture, with a view to increase Hull’s visitor numbers and to improve Hull’s attractiveness as a visitor destination. Conduct market research (both primary & secondary data collection). Select a target audience and identify positioning. Apply the marketing communication theories. Establish the differences between objectives, strategies and tactics.
Use SOSTAC planning process to describe
SITUATIONAL ANALYSIS: Where are we now?
-A general understanding of UK domestic tourism.
-A review of Hull’s performance as a visitor destination.
-Comparison with key competitors.
-Strengths and weaknesses.
-Communication mix strategies
-Segmentation (demographics, VALS, behavioral) target markets and positioning.
-Hull’s visitors (customers).
-Hull’s competitors.
-SWOT.
-PESTEL.
OBJECTIVES: Where do we want to go?
-Provide 2-3 objectives in bullet point form; that focuses on communication objectives, and supported by situation analysis.
STRATEGY: How do we get there?
-What target markets are chosen?
-What is the positioning strategy?
-What is your �BIG IDEA� in driving the tactics (�communication tools�) towards fulfilling the objectives e.g. �both online and offline communication tools should be used to communicate the message that our ice cream brand is both luxurious and down-to-earth choice of communication tools sequence of usage / integration
-Must use a model (e.g. AIDA) to support the communication objectives that underpin the strategy.
-Provide justifications.
-ABC Model of Attitudes
-Hierarchy of Affects Model
TACTICS: How do we implement the strategy?
-Which communication tools (advertising, sponsorship, etc.) will be used?
-How are they going to be used?
-What messages will they communicate?
-Is there consistent across different tools and messages?
-Which tools to use depends on communication objectives (informing, persuading, reminding)
ACTION: Who is going to do what?
-Who is going to do what?
-When are they going to do it? Use Gantt chart to plan and monitor action
-What is the resource allocation for the task?
CONTROL: Measure, monitor, review and rethink; link back to objectives.
-Do action performance measurements relate to objectives?
-What are the key performance measures? e.g. brand awareness, website effectiveness?
-How often will measures be reviewed? e.g. underwhelming reception of product placement?
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