https://www.youtube.com/watch?v=2X8Bd3-G6IU

Unit 9 Assignment 3 P5, M3, D2

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

Campaign briefs Objectives Target audience Budget

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

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

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?

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.

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

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

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.