marketing€¦ · the purpose of the workshop is to support participants in developing marketing...

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MarketingCommunications and Media Planning

Boost Training and Consulting

Anaz Salim

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OutlineTRAINING COURSE INTRODUCTION

The primary goal of a marketing communications and media plan is to create and build an integrated journey for

communicating a company’s promotional messages using different channels and methodologies including: advertising, PR,

direct marketing, sales promotion, etc. This plan should outline each of the promotional tools with timelines and cost analysis.

During this learning experience, we will make great use of time by empowering and training the marketing team at the same

time as creating and enhancing their marketing strategy and plan. Through using world class techniques and proven tools,

Boost will work with the team to create a more powerful and deliverable marketing communication strategy and Media Plan.

The purpose of the workshop is to support participants in developing marketing communications strategies and tactical plans

with supporting messaging plans that address the different stage of communications with prospects and customers alike and

at each stage of their customer journey.

This experience will also allow learners to explore diverse strategies in pre, during and post launch of a marketing campaign

as well as taking advantage of the social media platforms available nowadays for marketing and media events. In addition,

Internal and External resource requirement will be identified to support the execution of plans.

Training Methodology

The Learning Experience is designed to be interactive and participatory, and includes various learning tools to enable the

participants to operate effectively and efficiently in a multifunctional environment The course will use lectures and

presentations, exercises, experiential and exposure to real world problems and policy choices confronting delegates

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OutlineTRAINING COURSE OBJECTIVES

At the end of the training course, participants will be able to:

✓ Understand the different marketing communications activities companies execute

✓ Describe a range of media and methods available to marketers

✓ Assess the current promotional capabilities and resources of the organization - both internal and external - use of

integrated marketing communications tools, media and channels.

✓ Review the supporting marketing communications functions, practices and processes (such as:

✓ database management, CRM, brand management, media planning/buying, etc.)

✓ Develop a clearly thought out Communications Audit

✓ Discover the marketing communications planning and digital marketing best practices, to ensure the optimizing Business

Growth and business development opportunities

✓ Assess the current marketing communications strategies, plans and tactics - what is working, what isn't from a lead

generation, revenue generation and awareness perspective

✓ Review and validate the target market and audience segments

✓ Review and develop personas and contact matrix definitions

✓ Review and develop marketing communications strategies

✓ Develop marketing communications coverage plan (on and offline activities, programs)

✓ Develop content map and marketing collateral plans

✓ Develop message plan and calendar

✓ Develop circulations plans and media/list purchasing strategies

✓ Apply marketing communications planning and digital marketing best practices, to ensure the optimizing Business Growth

and business development opportunities

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OutlineTRAINING COURSE CURRICULUM

Day One

Introduction

An overview of the marketing mix

✓ Welcome Presentation

✓ The role of promotion in marketing

✓ The elements of the promotion mix

✓ Advertising

✓ Personal selling

✓ Public relations

✓ Sales promotion

✓ Promotion mix strategies across the Product Life Cycle (PLC)

Assess the current

✓ Situation Audit

✓ Customer Persona Profiling

✓ Customer Journey Planning

Purchase decision-making process

✓ Emergence of the need, consideration, evaluation, purchase and post-purchase experience

✓ Psychological, cultural and social factors

✓ What causes consumers to take part in the purchase process and level of engagement

✓ What risks they face knowingly, how they receive and process the information

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Outline✓ At what scale the S1 and S2 decision-making processes are applied and to what results they lead

✓ How the decision making is influenced by the environment and heuristics

✓ Why the post-purchase experience is important and how it affects the future purchase decision-making

Day One – Activities

• Welcome to Marketing – Presentation

The team will enjoy a presentation about current marketing trends, national and international best practices. This will include

Traditional marketing, business development, digital marketing and social media will be covered

The participants will be divided into teams where they will compete and cooperate during the below workshops with the guidance

and support of our expert facilitator :

• Situation Audit - Workshop

Teams will work together to create a SWOT Analysis based on the current marketing and the performance of the business

business, competitor activity, trends in the market, customer needs and research.This will also set the context for the three days

• Customer Personas – Workshop

Teams will work together to create relevant customer persona for the demographic of the most important customer, focusing on

their behavior, expectations, needs, and value to the business

• Customer Journeys - Workshop

Teams will work together and use the customer persona developed before to build a customer journey which focuses on the

three main phases of marketing: Awareness, Conversion, Retention

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OutlineDay Two

Summary of Day One – Presentation

Marketing Communication Strategy

✓ Goals and budget of marketing communication

✓ Link between the goals of marketing and marketing communication.

✓ Goals of sales vs behavioral goals

✓ Methods for setting the budget of marketing communications:

o Marginal analysis,

o Share from sales,

o Competitive parity,

o SOV and SOM methods

✓ Method of objectives and goals

✓ Inertial and arbitrary allocation

✓ Method of accessibility

Value of brand for the consumer

✓ Origin and development

✓ Objective and subjective meaning of the brand

✓ Analysis of methods for developing the brand through the aspects of information processing and decision-making of

consumers

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OutlineHow does the marketing communication work

✓ Models of consistent purchase process

✓ Models of changing attitudes in the conditions of high and low consumer motivation

✓ Low-focus marketing communication and hidden change of attitudes.

✓ Mere exposure effect

✓ The concepts of distinction and salience of the brand

✓ Advertising as a signal of a status

✓ Marketing communication in marketing of relationships

Planning and implementing of marketing communication

✓ Advertising and application of semiotics in marketing

✓ Discussion of specific cases and practical use of semiotic analysis (work in groups).

✓ Mass communication channels

✓ Frequency of communication, attention, recall, reproduction and forgetting of information, noise of the channel, annoyance,

confusion of the brand, multichannel campaigns

✓ Digital communications

✓ Logics of communication: performance – searching and purchasing goods / services, brand / display – dissemination of

messages of the brand, social – forging relationships; processing digital communication data (segmenting and tracking:

target of one, search engines, RTB).

✓ Major functions and possibilities of public relations; theoretical models; strategic and tactical goals

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OutlineMarketing communication best practices

✓ How to manage marketing communications to achieve the best results?

✓ What are the stages, players and responsibilities in marketing communications process?

✓ Best practices: case studies on effective campaigns

✓ What can we learn from global good practices?

✓ What is characteristic of the efficiency award winning campaigns?

Day Two Activities

• Content Marketing Planning - Workshop

Teams will work together, using the Rule of Thirds model, to create a compelling and engaging content strategy that meets the

needs of the business at the same time as providing great value to the target customer. This may also include internal

communications as well was external customer communications, as appropriate.

• Semiotic Analysis - Discussion

Teams will discuss together some specific cases and practical use of semiotic analysis in marketing communication and

advertising events

• Marketing Key Performance Indicators - Workshop

By the end of the 2nd day, Teams will work together to understand what marketing success looks like and how this translates

into key performance indicators that will help the business achieve the marketing objectives.

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OutlineDay Three

Summary of Day Two

Media planning strategy

✓ Terms of media planning

✓ GRP, TRP, TGI, (effective) reach, (effective) frequency, interaction, conversion, CPP, RTB, etc.

Media planning goals

✓ Setting up goals

✓ linking with marketing goals, consumer purchase decisions, market segmentation and target groups, approaches to

advertising performance.

Media planning process

✓ Participants in the process

✓ Their responsibilities

✓ Media planning stages

Characteristics of the media

✓ Media audience research

✓ TV, press, radio and internet audience research, its purpose, indicators, methodology, limitations

The media in UAE

✓ Ownership and types

✓ Major media business groups and media companies

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OutlineAudience of the media in UAE and Middle East

✓ Feedback on advertising

✓ Quantitative indicators of media audience

✓ Motives and peculiarities of media use and trends

Planning and efficiency of advertising campaigns

✓ Planning of TV, radio, press, outdoor and indoor advertising campaigns

Types and peculiarities of channels

✓ Planning indicators and technology,

✓ Purchase of time and space,

✓ Optimization of the reach and frequency,

✓ Approaches and settings of effective frequency Planning of digital media campaigns

✓ Know more about Advertising display,

✓ Understand Performance,

✓ Using Social media,

✓ Purchase of time and space,

✓ Optimize Key Planning

Efficiency of advertising campaigns in the media and its measurement

✓ Interdependency between Sov and Som

✓ Efficiency of purchasing advertising time and space,

✓ “Soft” efficiency indicators: popularity, recall, fondness and engagement

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OutlineDay Three Activities

Develop Objectives - Workshop

Based on what was developed in day one and two, Teams will set SMART marketing communications objectives. The objectives

will be on the long and short term, financial and experiential to ensure a balance of value to both the customer and the business.

Develop Strategic Goals (Three years) - Workshop

Teams will establish SMART and strategic marketing goals for the coming three years, while ensuring the alignment to business

objectives.

Develop tactical goals (One year) - Workshop

Teams will build tactical goals based on the strategic marketing goals in order to deliver value to the business and the customer

on this year

Create an Action Plan (Monthly) - Workshop

From the tactical marketing goals, teams will create a measurable monthly action plan for marketing this year and assign owners

to the actions. This activity will be closely aligned to the target customer persona and the customer journey from day one. Here

teams will explore budget and resource requirements.

Marketing Dashboard and Balanced Scorecard - Workshop Measurement and reporting is essential evidence for a successful

marketing communications plan, so teams will work together to create a dashboard and scorecard, including the key performance

indicators from day two. Here teams will understand the best methods of sharing the outputs with the management and the

business.

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Thank You

marketing€¦ · the purpose of the workshop is to support participants in developing marketing...

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