Running head: INTRODUCTION AND BUSINESS PLANNING 1

Assignment Case Packet: Introduction and Business Planning

Tania Ayala, Shania Rhaburn, Britney Bowers, Hodenaida Garcia, Tyrell Green

University of Belize

Integrated Marketing Communication (MKTG4035)

Lecturer: Ms. Raisa Pipersburgh

September 18th, 2022

Table of Content
INTRODUCTION AND BUSINESS PLANNING 2

1. ABSTRACT............................................................................................................................2

2. WESTERN DAIRIES PLAN OF ACTION.........................................................................3

3. CUSTOMER TOUCH-POINT MAP...................................................................................4

4. MARKETING CHANNELS.................................................................................................5

5. INTERNAL MARKETING AND BRANDING..................................................................6

6. CONTENT FORMAT...........................................................................................................7

7. THE MARKETING CAMPAIGN GOALS.........................................................................8

8. THE MARKETING CAMPAIGN MEASUREMENT.......................................................9

9. REFERENCES.....................................................................................................................10
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1. ABSTRACT

This paper examines …

Keywords: strategic planning, management, human resource

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2. PLAN OF ACTION
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3. CUSTOMER TOUCH-POINT MAP

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4. MARKETING CHANNELS
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5. INTERNAL MARKETING AND BRANDING

Internal marketing aims to create relationships between management and employees and
between functions. Management is responsible for training and motivating employees, and they
must also persuade them to support the marketing strategy actively. This implies that Aquatic
Premium Purified must understand the importance of supporting staff, enabling them to handle
internal customer relationships successfully. Thus, to provide superior product quality, Aquatic
management should embark on an internal marketing strategy. Furthermore, the business'
employees must be made aware that they work for a great company they must be proud of. If
employees do not believe in the job and the business, customers will soon perceive this attitude.
Considering this issue, an internal marketing strategy was structured for Aquatic Premium
Purified Water. It was based on an approach that supports a culture that aims to ensure that every
employee can continue to reach their full potential and achieve their goals and that core values
are at the forefront (Kunsman, 2022).

Strategy Objective
  Enhance communication across layers of management and promote two-way
communication to make sure that feedback is tracked correctly and handled;
 Establish a culture of transparency, courtesy, integrity, and respect for all employees at
Aquatic Water;
 Improve staff morale, organizational citizenship behavior, and identification with the
organization.

Implementation
The strategy will be delivered through:
 Awareness-raising campaigns and events for staff;
 The values and behavior statement should be included in all practices, policies, and
procedures to reinforce the strategy's ethos; and 
 Communicating this strategy to the employees and seeking active participation in
implementing it through communication and engagement 
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Underpinning Structures 
           The strategy will be supported by the following: 
 Effective leadership – senior managers setting the bar high and fostering a sense of
belonging among all stakeholders.

Measuring Employee Engagement 

  The following will be used to gauge the strategy's effectiveness: 
 Increased staff response/satisfaction rates on surveys 
 Establishment and implementation of structured change management processes 
 Successful contribution and reward schemes celebrating, e.g., exceptional activity or long
service.

Expected Outcomes 
 Aquatic Water will nurture a culture of valuing staff, recognizing contributions fairly, and
developing the team. This will help meet the company's aims.
 Employees will feel more personally fulfilled due to enhanced communication and
greater understanding regarding their contributions to the company's strategic goals.
 Improved collaboration and knowledge sharing across the business, leading to increased
innovations. 

Theme: Communication and Consistency

Goals Actions

 Promote open, timely and  Clear management commitment to

transparent communication to communicate changes in a timely manner
staff
 Seek and incorporate staff feedback where
staff can share their contributions and receive
 Make information available in acknowledgement from their peers
an accessible format
 Draw up a calendar of events when staff can
 Provide innovative approaches come together in an informal setting to share
for staff to showcase work/ experiences
achievements and build a sense
of community
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Theme: Feedback and Acting on Recommendations

Goals Actions

 Foster and support greater  Launch staff suggestion boxes and

employee voice in decision incorporate with other means of collecting
making staff feedback

 Propose a staff forum to support staff

 Demonstrate a commitment to engagement and consultation
valuing and acting on staff
feedback
 Operate a staff survey once every 6 months
with a commitment to increase response rates
and improve on measures of staff wellbeing
and engagement

 Provide monthly updates on staff feedback

and actions being taken by management
Employee Engagement Action Plan

Table 1. Action Plan of Aquatic Premium Purified Water

Content Format

Today, buyers and customers live in an age of information abundance. As a result, they
are more inundated by marketing messages than ever. Hence, many marketers are challenged by
attention scarcity, the concept that the more messages the customer is forced to filter out, the
more difficult they become to reach (Marchi, 2022). Thus, content marketing can be beneficial.
Done right, content marketing can help Aquatic Premium Purified Water elevate its brand above
those thousands of marketing messages and become the fuel for customer engagement. It can be
the offer in the email campaigns, the link the business share on social, and the silver bullet the
sales team uses to close a deal. Content marketing comes in more than one form, and the chosen
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form depends on many factors. Here is a basic overview of the types of content Aquatic can
consider are:
 Billboard Video - To launch and maintain a successful video content marketing strategy
that will grow Aquatic, the business needs to provide a video geared toward potential
customers at the awareness, deliberation, and decision stages of the buyer’s journey. The
video will allow Aquatic to introduce themselves and answer questions prospects
typically ask about the products Aquatic offers. The billboard video can also include
customer and employee testimonials reinforcing a customer’s decision to call the
business. In addition, it is essential to generate promotional content, support text, and
graphic content to allow customers to engage with the business smoothly.

Figure 1. Digital Billboard Surface

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 Digital Magazine - A great magazine is a classic format for capturing readers’ attention
and can be a valuable part of Aquatic content marketing strategy. The business can build
articles and visuals around the beverage industry or products to entertain and inspire
potential customers. Moreover, creating connections between the content and the
company is a critical element of successful content marketing, and it could not be more
straightforward with digital publishing. Thus, readers can provide external links for a
seamless transition between enjoying Aquatic’s publication and visiting the business’s
site.
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
Figure 2. Digital Magazine Cover Template

 Social Media Post - social media can be used by Aquatic to develop a brand voice or
personality, pushing compelling content to different platforms to increase brand
awareness and differentiate the business from its competitors. Pushing the content to
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social media platforms is a method for Aquatic to meet new customers on their terms and
feed them the kind of content they are looking for. Nevertheless, Aquatic's major goal in
disseminating information via social media can be to increase consumer engagement with
businesses by focusing on the material itself. Social media content marketing is crucial in
attracting customers to continue interacting with brands by effectively delivering
information to them.

Figure 3. Facebook Post Template

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6. CONTENT FORMAT
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7. THE MARKETING CAMPAIGN GOALS

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8. THE MARKETING CAMPAIGN MEASUREMENT

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9. REFERENCES

Kunsman, T. (2022, March 11). Internal Marketing: Why your company should prioritize it.
EveryoneSocial. Retrieved September 17, 2022, from
https://everyonesocial.com/blog/internal-marketing/

Marchi, C. (2022, August 2). Content marketing and why does it matter for businesses. Mirabel
Marketing Manager. Retrieved September 17, 2022, from
https://www.mirabelsmarketingmanager.com/blog/what-is-content-marketing-and-why-is-
it-important/