Promotional Campaign Report For DMO

Subject: Marketing
TOPIC

“Business Event Sydney requires the marketing team to promote the new helipads on selected rooftop of a Sydneys’ hotels for transfers to Airport and near regions such as Blue Mountains and Hunter Valley”

Textbook
“Kotler, P, Bowen, J &Makens, J 2006, Marketing for Hospitality & Tourism, 4th edn, Prentice-Hall, Upper Saddle River, NJ”
Length:2000 words?
Design and develop a new tourism or hospitality promotional campaign.
As the Marketing Manager for an existing Destination Marketing Organisation (DMO) or for an existing hospitality enterprise of your choice, write a promotional campaign report addressed to the management team for approval of conceptual idea and expenditure, with the following sections.
Overview of the proposed marketing strategy
. a) A relatively brief discussion on your selected DMO or hospitality enterprise, presenting its main attributes such as size, turnover, visitation numbers, occupancy rates and similar data that contextualises the report.
. b) Determine a suitable promotional campaign strategy for your chosen DMO or enterprise; provide a clear rationale based on academic sources for this choice of strategy.
. c) identify the target market(s) selected (include rationale for their selection), with a detailed primary segment profile
. d) identified competition; develop competitive and positioning strategies versus your identified competition (e.g. using a positioning map as in Kotler et al.)
. e) identify the channels of distribution to be used, how you plan to work with them and or manage them, giving a clear rationale and application of theory.
Promotional campaign and communications mix
The integrated communication campaign using all elements of the promotional mix:
. f) Depending on where your DMO/enterprise is situated in its business cycle, ?determine the communication objective(s) of your promotional campaign.
. g) a detailed description of the promotion mix that will be used (note: this is adverting, public relations, personal selling, direct marketing, and sales promotion) and media mix chosen (the medium for the communication). Justify and explain choices
. h) an explanation of the creative elements, how it will be integrated with the promotional mix (adverting, public relations, personal selling, direct marketing, and sales promotion) and work with the distribution channels
. i) explain, with detailed rationale, how the results of the campaign will be measured. Establish suitable Key Performance Indicators (KPIs) that can be tracked and used to prove the success of your promotional campaign
. j) provide a brief, but realistic, budget for your promotional campaign. This requires you to do some external research to find out costs, for example, for printing posters and fliers, or how much advertisements cost in print, online or visual media sources – depending on the campaign you develop.
For the promotional campaign develop examples of one of the following:
. a) a media release
. b) a print advertisement
. c) a direct mail letter
. d) a brochure
. e) a web page.
. Appropriate evaluation linked to objectives
. Ability to produce appropriate example of promotional material.
Marking criteria
Structure
. Development of a clear and appropriate executive summary, introduction, and conclusion
. Professional presentation and report structure using the specified font and layout instructions
. Visually appealing presentation suitable for a marketing report, paying attention to the aesthetics of the final assignment. ?
Content
. Clear, but brief, discussion of selected DMO or hospitality establishment
. Well defined appropriate target market(s) include rationale for their selection
. Ability to detail the identified appropriate competition
. Ability to prepare a competitive and positioning strategies versus your identified competition (e.g. using a positioning map as in Kotler et al.)
. Ability to identify, with clear rationale, the suitable communication channel(s) to adopt
. Ability to develop a realistic budget for proposed campaign
. Clear outline of communication aims and objectives (SMART, Specific, Measurable, Achievable, Relevant and Timely) KPIs (Key Performance Indicators) for proposed campaign
. Appropriate promotion/media mix chosen and rationale behind your choice of setting the mix
. Clear and appropriate explanation of the creative elements
• Appropriate evaluation linked to objectives
• Ability to produce appropriate example of promotional material.