Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Marketing Communications Plan

No description
by

Trang Nguyen

on 22 August 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Marketing Communications Plan

Marketing Communications Plan
Introduction
Table of Content
Louhi Net Oy
Project communications
Research question
Theory
Marketing communications planning framework (Chris Fill, 2009)
Introduction
Theory framework
Qualitative research
Marketing communications plan
Recommendations
Conclusion
Louhi Net Oy

Niko Kultalahti
Hien Le
Trang Nguyen
Laura Peltonen

"What kind of strategic marketing communications plan Louhi needs?"
1. How well Louhi is able to communicate the key message to the target audience?
2. How to improve the communications as a strategic tool?
3. Recommendations to implement and evaluate marketing communications plan?
Qualitative Analysis
Data Collection
Data Analysis
Findings
Successes
Challenges
Challenges
Privacy issues
One-sided opinions
Open to personal feelings
Face-to-face interview
Louhi’s employees (3), 16 Nov 2012
Louhi’s customer (Solita Oy) - 18 Nov 2012
Cooperation with Ari Luoma
Successful usage of phone & email
Effective feedback channels
50% of customers come through recommendations
Facebook not really active
Communications in crisis
Responsibilities & instructions not clearly defined
Automation system
Marketing Communications Plan
Context Analysis
Business Context
Young IT company
25 employees
Large customer base
Main competitors
Nebula
Planeetta
Customer Context
3 different segments
Different cooperation between segments
Focus on SMEs & individual customers
Internal Context
No marketing department
Marketing jobs carried by existing employees
Financial plan for marketing communications
External Context
Stakeholders:
customers
employees
owners
Importance of stakeholders in:
creating message
delivering message
receiving message
MarCom Objectives
MarCom Strategy
Media mix
Scheduling
Resources
Evaluation & Measurement
Characteristics of Good Objectives
Customer-oriented
Specific
Measurable
Objective Suggestions for Louhi
Raise brand awareness
Enhance brand image
Cohesive and effective communications with customers
Attract new customers
Sales increase
Positioning
Target audience
Pull strategy
Human Resource
2-4 employees assigned
No specialized marketing people
1 person responsible for the efficiency of MC operations
Financial Resource
5000 €/ month
2000 € for Google search engine marketing
Recommendations
Clear instructions for problem situations
Service operation model
Recommendations for communication tools
Monitor communication on the individual level
Marketing communications calendar
Evaluation
Conclusion
Meet Louhi’s requirements
Media mix
Marketing communication calendar
Research
Louhi’s perception
Customer’s expectations
Offer solutions
Recommendations from research & MC plan
Creative work
Maija Kankkunen
Ari Luoma
Project Group
Project Communication
(Louhi Net Oy)
(thesis writer)
(Contact person: Niko)
Get to know data
Focus the analysis
Categorize the information
Identify patterns / connections
Interpretation - Bring it all together
Achievable
Challenging
Time-defined
Consistent
Use
Quality
Supporting Services
SMEs
Individual customers
Influencing end-user customers
SMS
Intranet
Creative work
Facebook
Current Situation
Recommendations
Facebook:
Not regularly updated
Not interesting

Customers:
Negative comments
Seem to ignore Louhi staffs’ posts
no marketing values
Active in engaging customers:
post discounts, offers
use photos, questions

Encourage all employees
use Facebook to communicate with customers

Planned by executive managers
Recommendations
Main methods to communicate in service failure

Not all customers value SMS
--> some consider them as spamming
Ask for confirmation if customers want to receive SMS

Consider SMS as a means of advertising
Current Situation
Recommendations
Increase automation through intranet
Put a visible link to Support page
Organize online training if possible

Avoid technical jargons
--> adjust to non-IT users
Word
of
mouth
Story-
telling
Encourage employees --> brand ambassadors
Ask for referrals from customers
Participate in meet-ups
Ideas suggestions:
brand origin
future direction
Encourage active participation
internal staffs
customers
Actively use media mix
Thank you for listening
Use
Quality
Supporting Services
Objective-based
Finance
Media mix
Online Communications Evaluation
Other Evaluation Methods
Page views, CTR (web)
Feedback & complaints
Number of new fans, likes, comments & shares per post (Facebook)
Pre-testing / post-testing
Sales generated
Case company
Full transcript