2. Unit 9 Assignment 3
P5, M3, D2

3. Designing a promotional campaign
When a business designs a promotional campaign, they will have to consider a number of factors:
The campaign brief
Selection of content
The promotional plan
Campaign tactics

4. Campaign briefs
Objectives
Target audience
Budget

5. Selection of content What is the promotional message? e.g.
Product features
Product performance
Benefits
Quality
Reliability

6. Developing a promotion plan
Objectives
Choosing promotion mix
Integration into wider marketing mix
Timing
Frequency
Cost
Media mix
Use of internet

7. Campaign tactics Selection of appropriate media;
Selection or design of suitable promotional materials/images
Theme – e.g. colour, impact, visibility, style, pace, other sensory dimensions
Use of focus groups before launch?

8. D2
You should now evaluate Ngong Ping’s current promotional campaign, using actual examples throughout:
The campaign brief – did they choose the right objectives and target audience?
Selection of content – what was their message? Did they get it across well?
The promotional plan – which decisions were successful? Which weren’t? Justify your answers.
Campaign tactics – which decisions were successful? Which weren’t? Justify your answers.
How could the campaign have been improved? Justify your answer.

9. P5 Your task is to now design a new promotional campaign for either:
Ngong Ping 360 as an organisation
One specific product of theirs
You will deliver this as a pitch, including designs of the promotional materials you will recommend

10. Your presentation must include:
The campaign brief
Selection of content
The promotional plan
Campaign tactics
Actual designs for your promotional materials

11. M3
Your promotional plan should be suitable for both the organization and the target audience.
You should therefore be able to fully justify why you have made the choices you have made in your promotional campaign. Prepare a rationale to deliver as part of your presentation that justifies all of the choices that you have made in your campaign.