MARKETING COMMUNICATIONS PLAN29 MARCH 2016

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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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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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