The Role of External Agencies in Campaign Planning

1. Campaign planning
2. Communication agencies
• Why hire one?
• What’s their role?
• Structure
• Ensuring a fruitful relationship

1. Marketing and marketers critical today. - work of marketer is to ensure that brand stands out.
2. Campaign/communication a critical brand building tool.

Introduction

The Business environment/ market place is changing:

1. Competition
• Direct – e.g., Direct competition is a situation in which two or more businesses offer
products or services that are essentially the same; as such, the businesses are
competing for the same potential market Indirect
• Indirect - when two or more businesses offer different products or services and compete for
the same market to satisfy the same customer need.
2. Media
• Traditional
• Digital
3. Consumer
• Powerful
• Busy
• Confused

Characteristics for strong brands:

1. High awareness
2. High usage
3. High shelf-market

Strong brands -Benefits to owner:

1. Better negotiating terms.

2. They are easier to sale.
3. Longevity in the market.

Benefits to consumer:
Building brands – working with partners is critical.

1. Advertising agencies
2. Research agencies
3. PR agencies
4. The media
5. The trade
6. Digital agencies
7. Brand agencies etc

Campaign Planning

Campaign = Communication: Planning is a systematic approach, roadmap to achieve a set target.

It answers the following:

1. Which product are we selling?

2. Why are we advertising/ challenges etc?
3. What is our objective?
4. How are we going to measure?

Components of the Campaign Plan

1. Introduction
2. Situational analysis – business environment
✓ PESTEL
✓ CATEGORY/SECTOR
✓ COMPETITION
3. Product – USP
4. Campaign objectives
5. Target audience
6. Budget
7. Responsibilities and timeline.

Difference between a symptom and problem in marketing

Planning Campaigns Assignment

+ Task 1 (30 marks)

Entails the campaign process – campaign components:

✓ Knowledgeable on the SOSTAC Framework, and how to use it.

✓ It looks at the creative brief, components of creative brief (each component)
✓ Importance each component plays in the campaign and how we use it.
 + Task 2 (50 marks)b

Refer to the Chris Phils marketing framework

+ Task 3

Evaluating the campaign plan.

1. Importance of measuring a campaign plan/ your campaign plan.

Zuku - acquisition new customer segment

- customer retention and brand loyalty (loyalty schemes)

- sustaining brand reputation: either focus on company reputation or product reputation