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MARKETING COMMUNICATIONS PLAN29 MARCH 2016
Home Street Home
29 MARCH 2016
TABLE OF CONTENT
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TARGET MARKET
ENVIRONMENTAL SCAN
COMMUNICATION TOOLS
PERFORMANCE MEASUREMENT
29 MARCH 2016
TARGET MARKET
STUDENTS
LOCALS INTERNATIONAL COMMUNITYINTEREST
29 MARCH 2016
TARGET MARKETWHY STUDENTS?
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MORE TIME ON THEIR HANDS
EAGER TO EXPLORE THE CITY
EXPERIENCE THINGS DIFFERENTLY
QUICK TO REACH
29 MARCH 2016
ENVIRONMENTAL SCANMACROECONOMIC FACTORS
P: Topical issue (government initiatives)
E: Increasing unemployment
S: Rough sleepers on the rise
T: Strong receptiveness of online marketing
L: No legal barriers for hiring rough sleepers
E: Weather
COMMUNICATION TOOLS
Media PR
Direct Marketing Sales Promotion
1. Social Media2. Website3. Student Newspaper
1. Celebrity Endorsement (via Snapchat)
1. Posters2. Email newsletter
1. Email newsletter
COMMUNICATION TOOLSWHY SOCIAL MEDIA?
COMMUNICATION TOOLSWHICH SOCIAL MEDIA TOOLS?
COMMUNICATION TOOLSMEDIA: YOUTUBE
Night On The Street: Youth Helping the Homeless
UnseenLondon
Action Items √ Driving Thought Leadership√ Brand awareness and engagement√ Viral sharing
Key Metrics • Views, Shares and Likes• Subscriptions and/or Follows• Engagement and comments • Referring traffic • Page ranking on key terms
from video-sharing sites
COMMUNICATION TOOLSMEDIA: FACEBOOK
Action Items √ Updates of news on homeless issues√ Creating events (eg World Homeless Day)√ Organise viral fundraising campaign√ Collaborations with charities
Key Metrics • Page follows and likes• Likes, shares, comments • Referring traffic (through event invitation)• Event views, participation and response• Facebook Insights
COMMUNICATION TOOLSMEDIA: INSTAGRAM
Action Items √ Tour Guide profiling (stories)√ Curate User-Generated Content
Key Metrics • Likes, Comments, Followers• Mentions• Growth of hashtags• Engagement per post • Clickthroughs on URLs
COMMUNICATION TOOLSMEDIA: STUDENT NEWSPAPER
Action Items √ Article written by a guide√ Storytelling
Key Metrics • Comments• Sharing• URL click through
COMMUNICATION TOOLSMEDIA: WEBSITE
Action Items √ Tour guide profiling √ Link website to all other communication channels√ Content marketing
Key Metrics • Online traffic• Referral traffic • Page rankings on search engines • Product purchasing and lead generation
COMMUNICATION TOOLSCELEBRITY ENDORSEMENT: SNAPCHAT
Action Items √ Celebrity engagement with rough sleepers or tour guides
Key Metrics • Amount editorial coverage achieved• Evaluation of audiences reached• Audience reception: Open & screenshot rates, follows, snap replies • Changes in audience behaviour
COMMUNICATION TOOLSDIRECT MARKETING: POSTERS
Action Items √ Choice of artwork√ Choice of London tour areas
Key Metrics • QR codes• Clickthrough on website URL
Add a little bit of body text
COMMUNICATION TOOLSDIRECT MARKETING & SALES PROMOTION: EMAIL
Action Items √ Loyalty programs
Key Metrics • RFM Model• Clickthrough rate• Conversion rate• Bounce rate• List growth rate• Email sharing/forwarding rate• Overall ROI
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UNSEEN LONDON EXPLORE MEDIA HOMECONTACT
WINTER HIGHLIGHTS
LONDON BRIDGE
SHOREDITCH BRIXTON
COMMUNICATION PLANBRIEF TIMELINE
JanFeb
MarApr
MayJun
JulAug
SepOct
NovDec
Posters & Flyers
Student Newspaper
Snapchat YouTube
Student Newspaper
Instagram / Facebook / Email
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