Report on
Undertake Marketing Activities
Examine the situation and decide on a plan of action
The owner of a new animal training school, which uses a special new technique and claims to be able to teach dogs to read, has contacted the advertising agency. The agency has to devise a marketing strategy for the animal training school.
Clearly describe the goals that you have set.
The short-term goal of the new training school is to expand from its small premises on the outskirts of Brisbane to a nationally recognized company with many schools in all the major cities and large provincial towns.
The long-term goal of the school is to expand, over a 10 year period, from its base in Australia into America.
How you would allocate roles and responsibilities to individual members of your team?
The individual members of team shall be given roles and responsibilities based on their work experience and job related capabilities. Online marketing specialists shall be promoting the training school on social media websites such as Facebook and Twitter and search engines such as Google and Bing. Sales team shall be responsible for the sales promotion and customer acquisition activities through promotional phone calls and emails. Brand managers shall be responsible for creating branding strategy for the training school including the brand tag line for advertisements. The advertising team shall be responsible for the creation and delivery of advertisements.
What resources will you require (including team members)?
Online Marketing Specialists, Brand Managers, Sales Team and Advertising Team, monetary budget, publishers, digital properties (website and social media profiles).
Realistic timelines for your campaign
Describe how you will obtain budget figures and relate actual costs to the budget?
Budget figures shall be obtained by analyzing the projected sales and then ascertaining a fixed proportion of projected sales to marketing efforts. The initial budget shall be a fixed amount based on financial scope of the company. Actual costs shall be related to budget so as to ensure that only those promotional activities are undertaken that are within budget.
Compile and include an agenda for the inaugural team meeting
An agenda for the inaugural team meeting shall include the following:
- A company introduction
- Short term and long term goals of the company
- Strategic plan to achieve the short term and long term goals
- Targets for each team member
- Monitoring of the performance of team members
- Review of performance after every three months
- Feedback and Inputs
The promotional activities that should be planned include social media marketing, email marketing, search engine marketing and customer acquisition activities offline. Online marketing activities such as social media marketing and search engine marketing and email marketing are highly effective promotional media. Traditional media such as television and newspapers may not be appropriate.
Detail why, in your opinion, they would not be appropriate.
Traditional media such as television and newspapers may not be appropriate as they are costly and may not be as effective as online media.
Describe how you intend to set up relationships with relevant groups and what groups would be targeted.
The relevant groups with which relationships shall be established include pet organizations and pet care groups. The pet caring and pet loving groups shall be targeted.
What networks will be used to assist in the promotion?
Social media networks and online advertising networks shall be used to assist in promotions.
What is brainstorming and why it can be useful?
Brainstorming is an exhaustive discussion session between team members to generate ideas on a topic. It can be useful as it will help to generate new ideas for promotions.
