report of proposal for promotional campaign€¦ · web viewthis report will present a proposal of...

HAPPEN

Report of proposal for promotional campaign

Client: Happen

Ana Maria Fuentes DiazStudent Number: n9345345

Tutor: Harleigh Reimer

October, 2015

Ana Maria Fuentes Diaz n9345345

Executive Summary

This report will present a proposal of a promotional campaign for Happen. In order to

be able to determine the objectives for the campaign primary data was collected,

which showed that 100% of respondents have not heard or used Happen in the past.

Research using secondary data found out that the main competitors of Happen are

Facebook, Google docs and Linked in as they provide consumers with some of the

services that Happen has to offer.

The target market for Happen is men and woman, between the ages of 18-28 years,

university students and young professionals, living in Australia. They are

characterized by Roy Morgan’s Young Optimism value segment (n.d., para. 1).Due

to the unique benefits that Happen offer to the target market, the selected message

strategy for the campaign is a Unique Selling Proposition (USP) strategy. The unique

benefit that Happen has to offer will be highlighted by using the brand positioning

statement “Happen, where organising gets exciting”.

In the short term, the objective is to create awareness of Happen. Since awareness

is hard to measure, it was established a secondary objective, for Happen to have

50,000 new users by February 2016. This secondary objective will establish if the

primary objective was achieved.

In order to achieve the objectives, the campaign will use two types of Integrated

Marketing communications (IMC); Guerrilla Marketing and advertisements on

Facebook. For Guerrilla Marketing, the selected tool was ambient marketing as it

aims to surprise the consumer by placing advertisements in places that consumers

do not expect them (Ashwin 2006, p. 5).Even though Facebook was considered a

competitor, it will also be used as one of the IMC tools as Facebook advertisements

help to create online recommendations, which increase purchase intentions (Smock,

Ellison, Lampe & Wohn, 2011 cited by Dehghani & Tumer 2015, p. 598).

In regards to budget, $1500 will be allocated to the Guerrilla Marketing and the other

$1500 will be used for the campaign on Facebook.

1


Contents1. Client proposal and objectives solved..............................................................................3

2. SWOTA, PESTE & Competitors..............................................................................................3

2.1 PESTE Analysis................................................................................................................3

2.2 SWOT..............................................................................................................................6

2.3 Competitors....................................................................................................................7

3. Target Audience................................................................................................................... 7

4. Brand Image......................................................................................................................... 8

5. Positioning Strategy..............................................................................................................8

6. Marketing Communication Strategy.....................................................................................9

6.1 Campaign Objectives......................................................................................................9

6.2 Message Strategy...........................................................................................................9

6.3 IMC Tactical Strategy......................................................................................................9

7. Campaign Implementation.................................................................................................10

7.1 Guerrilla Marketing Campaign......................................................................................10

7.2 Facebook Campaign.....................................................................................................11

7.3 GANNT Chart................................................................................................................11

8. Budget................................................................................................................................ 12

9. Campaign Evaluation..........................................................................................................13

10. Marketing Materials.........................................................................................................13

10.1 Stickers for Guerrilla Marketing Campaign.................................................................14

10.1.1 Example of sticker 1.............................................................................................14

10.1.2 Example of sticker 2.............................................................................................15

10.2 Flyer............................................................................................................................16

10.3 Facebook advertisement............................................................................................17

References..............................................................................................................................18

Appendices.............................................................................................................................22

Appendix A.........................................................................................................................22

Appendix B......................................................................................................................... 22

2


1. Client proposal and objectives solvedIn house research (see appendix A) showed there is not any brand awareness in

that 100% of respondents have not heard or used Happen in the past. Therefore,

two short term objectives were stablished; to create positive brand awareness and to

have more user sign ups (these will be specified in coming sections). Other long

term objectives of the client may include having companies to advertise on Happen

in order to receive revenue. However, the campaign will be focused on achieving the

two short term objectives; creating awareness and getting consumers to sign up.

This is because if consumers start using Happen, advertisers and institutions will

probably be interested in using the platform to reach their clients. Additionally, the

budget for the campaign is limited and therefore the long term objectives would not

be immediately reachable.

In order to achieve the objectives, the team will propose an Integrated Marketing

Communications (IMC) campaign, using Facebook and Guerrilla Marketing. IMC is

defined by Kliatchko (2015, p. 8) as the concept and process of strategically

managing audience focused, channel centred, and results driven brand

communication programmes over time. Thus, the use of IMC is appropriate to

achieve the objectives as it makes brand messages more relevant, effective and

sensitive.

2. SWOTA, PESTE & Competitors

2.1 PESTE Analysis

Table 1 will present a summary of external issues/trends that could affect Happen.

Table 1

Environment Trends/issues Implications for the product

Political / Legal Defamation through social

media in Australia has

been increasing.

According to Slater and

Users of Happen may use

the website to damage the

good reputation of other

people. Happen should be

3



Gordon law firm, almost

half of the enquiries

received in the last

financial year are related

to defamation through

social media.1

aware of this type of

issues as this might create

negative brand awareness

for Happen. Additionally,

this may result in legal

issues for the company.

Economic In the last few months,

majority of revenue of

Facebook came from

advertising. Mobile ad

revenue accounts for 72%

of Facebook’s total

revenue.2

In the one hand, Happen

could potentially earn

revenue by allowing

companies to advertise

through Happen. On the

other hand, it will be

challenging for Happen to

succeed.

Social / culture

/ demographic

Facebook has become a

way of communication

between consumers as it

allows consumers to post

their opinions of a product

(positive or

negative)3.These opinions

are usually considered

more trustworthy than

retailer’s product

information and therefore

are critical force in

influencing consumers’

Negative reviews of

Happen posted on

Facebook or other online

websites could damage

the brand and decrease

the number of sign-ups.

1 (Carter 2015, para. 3)2 (Richter 2015, para. 1).3 (Guo et al.,2015)

4



purchasing decision.4

Facebook has become the

most important website for

business to consumer

communication and can

be used as a Marketing

communication tool.5

Facebook can be used as

a marketing tool to

promote happen.

Technological According to Macho

(president of Mobile BIS),

communication via mobile

devices is likely to have a

positive impact on

business performance

during the next decade.6

Additionally, consumers

are using mobile devices

not only to communicate

but also to search for

product information and

potential sales.7 As a

consequence, businesses

are using mobile

marketing (marketing

This gives Happen

another source of revenue

by allowing advertisers to

use Happen’s app to

reach their clients.

4 (Chang, Rhodes & Lok, 2013)

5 (Guo et al., 2015).

6 (Anonymous, 2008).7 (Varshney & Joy, 2015).

5



communications through

mobile) as a tool to reach

consumers (e.g. mobile

applications).8

EnvironmentResearch shows that

young people value the

ability to choose to share

private information online.9

Up to this point majority of

things that users do on

Happen is private. In that

way, this will help Happen

to appeal its target market.

2.2 SWOT

Table 2 below will present a summary of strengths, weaknesses, threats and

opportunities for Happen.

Table 2

Strength Weakness

Unique benefit offered to

consumers (i.e. entertainment,

work/study and social life in one

platform).

Providing consumers with a

solution for their current

consumption needs

Some features of the website still

need to be polished.

Getting companies to advertise in

Happen can be challenging.

Opportunity Threats

Earn revenue from advertisers. Competitors such as Facebook

8 (ibid).9 (Australian Government n.d.).

6


Earn revenue from educational

organizations.

own big part of the market (61%).

New in the market – could fail to

succeed.

Defamation in social media can

affect Happen.

2.3 Competitors

In the market of social media Facebook owns 61% of Market share (Lardinois 2015,

para. 2) and has more than 2.2 billion users (Jafarkarimi, Sim, Saadatdoost, & Hee,

2015, p. 465). Google owns 22% of the market share and LinkedIn owns 2%.

Different from Happen, Facebook, Linked In and Google Docs do not offer

consumers the opportunity to organise all the aspects of their life (i.e. study/work

documents, food, entertainment and other life projects) in one platform. However,

they have been identified as competitors for Happen as they offer online

communication, which Happen also offer. Additionally, consumers using these

brands might be reluctant to change as they already have stablished relations

through these online networks.

Furthermore, Happen is an innovative product as none of the competitors in the

market give the option to consumers to have all the aspects of their life (i.e.

study/work, social life, entertainment, personal projects and fitness goals) in one

platform. Therefore, Happen could be affected by other firms who might soon enter

the market with similar or improved products (Grewal et al., 2015, p. 291).

3. Target AudienceThe target market for Happen is men and woman, between the ages of 18-28 years,

university students and young professionals, living in Australia.

The target market is characterized by Roy Morgan’s Young Optimism value

segment. They are technologically savvy, up to date with new technologies and

active social media users. They “are conscious of the image they project and want to

make the right one. Long term thinkers, they are busy planning careers, attending

university and thinking about the future. The mindset tends to be associated with

7


people who want to experience all life has to offer: travel, a career, friends, and

family” (Roy Morgan, n.d., para. 1). As organized planners this segment will be

interested in Happen as they will be able to collate all their ideas, plans and

memories in one easily accessible location. As in house research showed, there is

not any brand awareness with this segment so they do not have predisposed

perceptions.

4. Brand ImageBrand image is defined by Anselmsson, Bondesson & Johansson (2014, p.4) as the

associations and beliefs that the customer has regarding the brand and these are

created by all the encounters that the consumer has with the brand (Rindell &

Iglesias 2014, p. 756.). However, due to the fact that Happen is new in the market

consumers have not had encounters with the brand yet, so they do not have a brand

image of Happen. In that way, the present campaign will be the first encounter of

consumers with the brand and it will build towards the creation of a positive brand

image in consumers’ mind by highlighting the unique benefits that Happen has to

offer to consumers.

5. Positioning StrategyIn house research showed that 82% (see appendix B) of the target market finds it

difficult to organize their life and would like a platform that helps them organise

different aspects of their life. Therefore, Happen will be positioned with respect to the

brand benefits. Being more specific, it will appeal to the functional needs of

consumers. It will try to provide solutions to consumers’ current consumption needs

by promoting the benefits of the brand that will give a solution to the customer

consumption related problems (Chitty, Luck, Barker, Valos & Shimp 2014, p.107).

Brand positioning statement as follows:

To all the young optimists out there wanting to organise their life in an easy and

exciting way, “Happen, where organising gets exciting”.

8


6. Marketing Communication Strategy

6.1 Campaign Objectives

1. To create positive awareness of Happen. Since awareness is hard to measure,

the team stablished a second objective, which may be helpful to know if the first

objective was achieved.

2. To have 50,000 new users of Happen by February 2016.

6.2 Message Strategy

Different from competitors, Happen gives the opportunity to consumers to organize

all the different elements of their life (i.e. study/work documents, food, entertainment

and other life projects) using only one platform. Therefore the selected message

strategy is a Unique Selling Proposition (USP) strategy, which makes a claim based

on a characteristic of the brand that is unique or superior (Chitty et al. 2014, p. 163).

The main advantage of this strategy is that it gives the consumer specific and

differentiated reasons to choose the advertised brand over competitors (Chitty 2012,

p. 138). Additionally, it gives the target market emotional and rational reasons to use

the brand (Pickton & Broderick 2005, p. 160). This means that using this strategy will

help to achieve the objectives.

6.3 IMC Tactical Strategy

In order to achieve the objectives, the campaign will use two types of Marketing

communications; Guerrilla Marketing and advertisements on Facebook.

Guerrilla marketing uses unconventional marketing tactics and aims to attract the

maximum attention of consumers and diffusion of the advertisement at the minimum

cost by evoking a surprise effect (Ashwin 2006, p. 5). Specifically, ambient marketing

will be used as it aims to surprise the consumer by placing advertisements in places

that consumers do not expect them (ibid). For this campaign, stickers promoting

Happen will be placed on the floor. The unusual location and unexpected execution

will attract consumer’s attention as they want to find a cognitive explanation (Hutter

2015, p.33). As a result, consumers will respond to the advertisement at various

levels including, affective (attitude toward the brand) and conative (purchase

intention or in the case of Happen, new users) (Hutter 2015, p.35).

9


Additionally, four main characteristics of ambient advertisement – creativity,

unexpectedness, engagement and subtlety -- make it incongruent with the

advertising schema of consumers (Jurca & Madberger 2015, p.60). This

incongruence stimulates cognitive efforts in the consumers’ mind and attribute by

attribute of the message is evaluated by the consumer (ibid). The fact that the

consumer evaluates the advertisement makes it effective type and increases brand

awareness (first objective of the campaign) Jurca and Madberger (2015, p. 62).

Even though Facebook was considered a competitor, it will be used as a

communication tool as it allows for a highly targeted campaign. This means it will be

easier to reach the target market.

Consumers purchase intention is increased when the product/ service is

recommended by other consumers (Schiffman & Kanuk, 2009 cited by Dehghani &

Tumer 2015, p. 598).When marketers advertise on Facebook consumers have the

opportunity to like and share the advertisement, which could be seen as an online

recommendation by other consumers (Dehghani and Tummer, 2015, p. 597).

Therefore, another advantage of using Facebook as a communication tool is the

creation of online recommendations, which increase purchase intentions (Smock,

Ellison, Lampe & Wohn, 2011 cited by Dehghani & Tumer 2015, p. 598). Similarly,

Facebook will help to develop word of mouth, which can enhance brand image and

brand awareness (Dehghani & Tumer 2015, p. 596).

7. Campaign Implementation

7.1 Guerrilla Marketing Campaign

According to Brisbane City Council (2014), around 170,000 students, employees and

visitors pass through the city centre, where Queen Street Mall is located.

Additionally, almost one in five adults uses public transport as their principal way of

transportation from study or work (ABS, 2008). Queensland University of Technology

(QUT) has 31,193 full time students who go to the campus on a regular basis (QUT,

n.d.). Therefore, implementing the Guerrilla Marketing campaign around QUT,

train/bus stations and Queen Street mall will help to reach the target market.

Specifically, stickers promoting Happen (see examples in section 10) will be placed

10


on the side walk coming from QUT, Gardens Point and Central Station; directing

people to a kiosk in the centre of Queens Street Mall. The kiosk will have four IPad

for consumers to sign up and volunteers will provide them with flyers (see examples

in section 10) with essential information about Happen.

7.2 Facebook Campaign

Advertisements on Facebook are forecasted to be on for four weeks. However, this

period could be longer or shorter as Facebook will charge depending on the

interactions that consumers have with the advertisement (i.e. cost per

click).Therefore, advertisements will be placed on Facebook on the 2nd of November

to ensure they are still on during the exhibition of Happen in the Web Summit.

7.3 GANNT Chart

The GANTT chart below outline the specific tasks that need to be done for the

implementation of the campaign and the dates in which the marketing tactics will be

on.

GANNT Chart

Tasks 26/10/

2015

27/10/

2015

28/10/2015

and 29/10

30/10/20

15

31/11/2015

to

4/11/2015

2/11/2015

to

30/11/2015

Purchase of

Facebook

space

Print out

flyers, stickers

and leaflets.

Design and

installation of

Kiosk.

11


Tasks 26/10/

2015

27/10/

2015

28/10/2015

and 29/10

30/10/20

15

31/11/2015

to

4/11/2015

2/11/2015

to

30/11/2015

Put stickers on

the floor.

Guerrilla

Marketing

campaign ON

Facebook

campaign ON

8. BudgetTable 3 below shows a summary of the costs of the campaign. However, it does not

take into account possible charges for placing the kiosk on Queen Street Mall.

Table 3

Facebook Guerrilla Marketing

$1500 for advertisement

on Facebook for

approximately four weeks.

- Marquee for kiosk : Approximately

$125.10

- Tables for kiosk : 4 tables at

$12.50 each = $5011

- Ipads : 4 Ipads at $39 per day =

$156 x 5 days = $78012

- Volunteers for kiosk: Free

- Flyer: $60 for 500.

107(Tents4Events n.d.).

118(Tents4Events n.d.).129(iPadForms n.d.).

12


Facebook Guerrilla Marketing

- Stickers : $413 for 20013

Total Cost= $1500 Total cost = $ 1428 for five days.

9. Campaign Evaluation Table 4 below shows how the objectives will be evaluated.

Table 4

Campaign Objective Evaluation Metric Rationale & Cost1. To create positive

awareness of

Happen.

Since awareness is

hard to measure, the

team stablished a

second objective,

which will be helpful to

know if the first

objective was

achieved.

No extra costs to

measure the

achievement of this

objective.

2. To have 50,000

new users of

Happen by

February 2016.

This will be measured

with the platform itself.

No extra costs to

measure the

achievement of this

objective.

10. Marketing MaterialsColours in the stickers and flyers were carefully selected. The colour of the font is

red as it will attract the involuntary attention of consumers (Kauppinen-Raisanen,

2014, p. 665). Similarly, the background is blue as this is the main colour of the web

site and it is associated with quality (Kauppinen-Raisanen, 2014, p. 668).

1310(Kegan n.d.).

13


10.1 Stickers for Guerrilla Marketing Campaign

10.1.1 Example of sticker 1

14


10.1.2 Example of sticker 2

15


10.2 Flyer

16


10.3 Facebook advertisement

17


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Appendices

Appendix A

Appendix B

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