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Marketing Communications Agency Pitch

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by

Stuart Thomson

on 6 March 2015

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Transcript of Marketing Communications Agency Pitch

Context Analysis
Campaign Objectives
• Rank in the top 10 for UK hotspots for
conferences within 12 months of the campaign launch.
• Rank in the top 10 for UK leisure breaks within 12 months of the campaign launch.
• Rank in the top 3 for sporting events in the UK within 12 months of the campaign launch.
• Rank in the top 3 for other events in the UK within 12 months of the campaign launch.

Stakeholder Analysis
Councilors
Local Business Owners
Sheffield Residents
Target Market
People living outside of Sheffield
that enjoy city breaks, people that attend sporting/major
events, and groups/communities/businesses that host
wide-ranging conferences.
Communications
Strategy

Communication
Objectives
Objective 1
Objective 2
Strategy
Push - B2B
Pull - B2C
Profile - PR
Perceptual Maps
Cost/Perceived Quality -
Major UK Cities
Number of activities/Ease of transport -
Major UK Cities
Media Selection
Conference Space
Online
Newspapers
Radio
Opportunity To See
Cost
Opportunity To See
Cost Per Thousand
Opportunity To See
Cost Per Thousand
Opportunity To See
Cost Per Thousand
City Breaks
Online
Radio
Flyers
Sporting Events
Online
Radio
Other Events
Social Media
Online
Posters
Push
Pull
Profile
Local Hotels
Restaurants
Local Conference Spaces
Public Relations
AIDA - Awareness > Interest > Desire > Action
Celebrity Endorsement
Budget Allocation
The message
"Sheffield isn't just a city you visit; it's a city you experience"
Across a variety of platforms
Mendelow - Power/Interest Matrix
2,000,000 x 2 = 4,000,000
£800/(2,000,000/1000) = £0.40
500,000 x 2 = 1,000,000
£236/(500,000/1000) = £0.47
30,000 x 1 = 30,000
£250/(30,000/1000) = £8.30
To increase the awareness of the availability of conference spaces, city break opportunities and the wide variety of sporting and other major events as soon as the campaign launches
To change the current perception of the number of activities to do in Sheffield, by advertising events and activities live as part of the campaign media output
Conference Spaces
City Breaks
Sporting Events
Other events
30%
30%
15%
25%
Local
Regional
Opportunity To See
Cost Per Thousand
242,000 x 14 = 3,388,000
£500/(3,388,000/1000) = £0.15
Opportunity To See
Cost Per Thousand
332,000 x 14 = 4,648,000
£2500/(4,648,000/1000) = £0.54
Opportunity To See
Cost Per Thousand
1,019,000 x 14 = 14,266,000
£2500/(14,266,000/1000) = £0.18
Print Costs
100,000 - £2,385
Leaflets
Locations
Travel agents
Transport Links
Opportunity To See
Cost Per Thousand
891,000 x 14 = 12,747,000
£2500/(12,747,000/1000) = £0.20
Opportunity To See
Cost Per Thousand
464,000 x 14 = 6,496,000
£1000/(6,496,000/1000) = £0.16
Print Costs
100,000 = £2,386
Distribution Locations
Sporting Venues
Transport Links
Universities
Tourist Hotspots
Billboards & Posters
Cost of billboard in City Centre = £230
Cost of bus shelter in City Centre = £150
Each major event will be advertised 3 times leading up to it
£150 x 3 = £450
£230 x 3 = £690
Over 200 searches a day for keywords related to conference space hire in Yorkshire/Sheffield
Estimated traffic is 20 clicks per day at a cost of £0.10 per click
Opportunity to see
Cost
Google averages 120 searches a day for keywords related to city breaks in Yorkshire
Cost-per-click is £0.25 and the average clicks per day is 11
Opportunity to see
Cost
Google averages 260 searches a day for keywords related to sporting events in Yorkshire/Sheffield
Cost-per-click is £0.55 and the average clicks per day is 30
Opportunity to see
Cost
Google averages 410 searches a day for keywords related to major events in Sheffield
Cost-per-click is £1.05 for certain keywords and the average clicks per day is 50
£100,000
per event
Full transcript