Information
AI Chat

This is a Premium Document. Some documents on Studocu are Premium. Upgrade to Premium to unlock it.

AMB299 Assessment 1 Draft marketing communication plan Semester 1 2022

Assessment 1 - draft marketing communication plan. Received a high 5

Course

Marketing Communication (AMB299)

83 Documents

Students shared 83 documents in this course

University

Queensland University of Technology

Academic year: 2022/2023

Uploaded by:

Anonymous Student

This document has been uploaded by a student, just like you, who decided to remain anonymous.

Queensland University of Technology

Comments

Please sign in or register to post comments.

Preview text

Draft Marketing Communication Campaign Plan

Potter’s Pizza

1 Introduction

This report aims to transform the original Potter’s Pizza marketing campaign into a more

effective one. To achieve this, the original proposal was judged against multiple industry

awards criteria in conjunction with scholarly articles. The stakeholders, objectives and

strategy were transformed to improve the potential outcome for Potter’s Pizza. Finally based

on the transformation of the campaign, specific tactics were created in order to meet the

objectives of Potter’s Pizza.

2 Judge the Campaign

2 Client Brief

Score: 4

The client brief was clear and demonstrated a clear understanding of the business’s needs.

The criteria from the PRIA Golden Target Awards (2021), states that the brief must outline

the communications challenge, including the organisations goals and objectives, particularly

how the campaign is expected to contribute to achieving said outcomes. In line with Potter’s

Pizzas communication challenge, paragraph one of the client brief mentions how Potter’s

Pizza is perceived as a big business, rather than a collection of small, locally owned

franchisees. The second paragraph explains how the organisation wishes to shift public

perception and create awareness, defining their cognitive and affective opportunity.

Although only mentioning some of the criteria from PRIA, the brief lacked how the campaign

was to contribute to achieving in these goals. As mentioned in the final paragraph of the

brief, the organisation is facing many challenges, however, there is not much context given

surrounding these other challenges.

of the target market. Both target audiences that Potter’s Pizza are attempting to market to,

are clearly defined in this analysis, with research provided to support the decision of

choosing these demographics. For example, researching that Millennials are civic minded

provides an opportunity for Potter’s Pizza to target that characteristic of this generation

throughout the marketing process, and aligns with potter’s Pizza’s goals to be recognised as

a conglomeration of smaller businesses, rather than a large corporation. Whilst there is

evidence to support decisions made throughout the marketing campaign, the target

audience analysis is weakened by the fact that although in the executive summary,

Instagram is mentioned as a tool that will be implemented throughout the campaign, there

is no evidence to show that either target market engage with the platform.

2 Goal and Objectives

Score: 2-

The objectives outlined are vague and do not fulfil the SMARTT requirements. According to

Solan (2017), implementing SMARTT objectives ensures that the business’ goals are clearly

defined, making it easier for them to be actioned. SMARTT goals are specific, measurable,

attainable, realistic, time bound and targeted. The two objectives proposed in the campaign

do not meet this criterion, as neither are time bound and both are vague. The second

objective is to increase social reach by 50%, which is not measurable as social reach is too

broad and unspecific.

2 Strategy

Score: 3-

The strategy was clear and supports the campaigns objectives of engaging and maintaining

the attention, with key messages relating to the specific target markets, however the

campaign lacks the degree to which the strategy is differentiated from the tactics. According

to the Mumbrella Awards criteria (2022), the macro strategy must differentiate from the

tactics and focus on the larger organisation goal. In order for a strategy to be effective it

must be clear in what the organisation is aiming for and align to objectives (PRIA, 2021). In

the final paragraph of the strategy overview, the goals outlined by Potter’s Pizza are

addressed, as the strategy describes how by putting this plan into action, Potter’s Pizza will

gain awareness of their small business franchisees. Whilst the strategy aligns with the goals

of Potter’s Pizza, mentioning Urban List as the media outlet in which the media release will

be published on should be mentioned in the tactics of the campaign, where it can be

discussed extensively.

2 Tactical Program & Timeline

Score: 2-

The tactics in the campaign are too vague, which do not support the overall goals

anticipated in the strategy. Whilst strategy is the broader concept of the marketing

campaign, tactics must be clearly defined as they are how the campaign will be carried out

and attain success for Potter’s Pizza (Smart Insights, 2017). There is little that aligns the

tactics to the objectives, where the tactics lack creativity and fail to engage the target

audience. Although a TikTok competition is discussed in the tactical program, it lacks

effectiveness as it is too vague. For media drops to be effective, they need to be well thought

out (Ragan, 2020).Little is said about how this campaign will positively impact the target

audience, therefore limiting the effectiveness of the proposed campaign.

3 Transform the Campaign

3 Stakeholders/Publics/Audiences

3.1 Gen Z

The primary target market for this campaign is Generation Z (9-24 years old). As this

generation is still fairly young, with majority living at home still, they hold a high influence on

household purchasing, such as what family dinners. For those old enough to possess

disposable income, it is reported that 23% of total spending money is on food (NCR, 2020).

Not only does Gen Z trust recommendations from their friends, but they also follow social

media influencers who they consider to be authentic and relatable. Statistics show that 63%

of Gen Z use TikTok weekly, 13% more than the previous year (Forrester, 2020). This shows

that TikTok is a suitable platform for engaging with this generation.

3.1 Millennials

Millennials (25-40) are the secondary market targeted in this campaign. Millennials have a

strong sense of community and like to feel connected to the products they buy (INC, 2017),

they are drawn to personalisation and customization, aspects which many small businesses

are able to provide.

Unlike Gen Z, 70% of Millennials choose Instagram as their main platform of social media

(Statistica, 2021), however millennials are spending plenty of time on social media, with

main reasons being to stay up to date with news and events and to research products to buy

(Marketing Charts, 2021).

3 Objectives

Potter’s Pizza’s primary goal is that of shifting the public’s perception of only being a big

corporation rather than a collection of smaller, locally owned franchises, a brand that

consumers can trust. To assess, three SMARTT objectives were implemented.

1. Increase Potter’s Pizza’s followers by 30% on Instagram and TikTok by the end of the

campaign

2. Advertise their franchises across social media platforms to generate increased sales,

by reaching out to various TikTok influencers asking to promote Potter’s Pizza, with

the end goal of doubling sales within six months.

3. Post at least twice a week on TikTok and Instagram for the entirety of the campaign

3 Strategy including Creative Idea, Key Messages, and Channel Strategy

A two-phase strategy will be implemented in order to target Gen Z and Millennials.

International Pizza Day, 9th of February, will be the launch of the 10-week campaign, ending

on the 19th of April. The first phase will place focus on Gen Z through earned and owned

media on TikTok. Prior to the launch of the campaign, Potter’s Pizza will create a TikTok

account. During the campaign, one influencer from each state will be asked to try Potter’s

Pizza and make a TikTok about the food and their experience.

The first week will show case influencer @Melbfoodieee as Potter’s Pizza was founded in

Melbourne, therefore paying homage to their roots. The second week will follow a local

4 TikTok Campaign

Week Date of release Describe image/video TikTok

1 Feb 9

Melb foodie will post a TikTok video on Potter’s Pizza in Melbourne

#ASliceOfPotters #VictorianFood #PottersPizza #PottersPizzaVIC #Melbfoodieee

2 Feb 16

Sequence 1: A day in the life of a Victorian franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessVIC

3 Feb 23

Anna Paul will post a TikTok video on Potter’s Pizza in Queensland

#ASliceOfPotters #QueenslandFood #PottersPizza #PottersPizzaQLD #AnnaPaul

4 Mar 2

Sequence 1: A day in the life of a Queensland franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessQLD

5 Mar 9

Bites With Lily will post a TikTok video on Potter’s Pizza in New South Wales

#ASliceOfPotters #NewSouthWalesFood #PottersPizza #PottersPizzaNSW #BitesWithLily

6 Mar 16

Sequence 1: A day in the life of a New South Wales franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessNSW

7 Mar 23

The Streets of Adelaide will post a TikTok video on Potter’s Pizza in Adelaide

#ASliceOfPotters #SouthAustralianFood #PottersPizza #PottersPizzaSA #TheStreetsOfAdelaide

8 Mar 30

Sequence 1: A day in the life of a South Australian franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessSA

9

Apr 6

Mr Hamchoi will post a TikTok video on Potter’s Pizza in Western Australia

#ASliceOfPotters #WesternAustraliaFood #PottersPizza #PottersPizzaWA #Mr_Hamochi

10 Apr 13

Sequence 1: A day in the life of a Western Australian franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessWA Ending Apr 19

---------------------- ----------------------------------------------- ------------------------------------------

4 Instagram Campaign

Week Date of release Describe image/video Instagram

1 Feb 9

Melb foodie will post a photo on their Instagram story on Potter’s Pizza in Melbourne

#ASliceOfPotters #VictorianFood #PottersPizza #PottersPizzaVIC #Melbfoodieee

2 Feb 16

Sequence 1: A day in the life of a Victorian franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessVIC

3 Feb 23

Anna will post a photo on their Instagram story on Potter’s Pizza in Queensland

#ASliceOfPotters #QueenslandFood #PottersPizza #PottersPizzaQLD #AnnaPaul

4 Mar 2

Sequence 1: A day in the life of a Queensland franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessQLD

5 Mar 9

Bites With Lily will post a photo on their Instagram story on Potter’s Pizza in New South Wales

#ASliceOfPotters #NewSouthWalesFood #PottersPizza #PottersPizzaNSW #BitesWithLily

6 Mar 16

Sequence 1: A day in the life of a New South Wales franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessNSW

7 Mar 23

The Streets of Adelaide will post a photo on their Instagram story on Potter’s Pizza in Adelaide

#ASliceOfPotters #SouthAustralianFood #PottersPizza #PottersPizzaSA #TheStreetsOfAdelaide

8 Mar 30

Sequence 1: A day in the life of a South Australian franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessSA

9

Apr 6

Mr Hamchoi will post a photo on their Instagram story on Potter’s Pizza in Western Australia

#ASliceOfPotters #WesternAustraliaFood #PottersPizza #PottersPizzaWA #Mr_Hamochi

10 Apr 13

Sequence 1: A day in the life of a Western Australian franchisee. Sequence 2: The backstory of why they opened a Potter’s Pizza

#ASliceOfPotters #YourLocalPotters #SmallBusinessAustralia #SmallBusinessWA Ending Apr 19

---------------------- ----------------------------------------------- ------------------------------------------

Segal, C. (2017). 10 Reasons Why Millennials Love Small Business and How You Can Win Their

Business. Inc; Inc. inc/cox-business/10-reasons-why-

millennials-love-small-business-and-how-you-can-win-their-business

Solan, M. (2017). Get SMART about your goals to stay focused and on track at any age -

Harvard Health. Harvard Health; Harvard Health.

health.harvard/blog/get-smart-about-your-goals-this-strategy-can-

help-you-stay-focused-and-on-track-at-any-age-

Strategy vs tactics for marketing - why the difference | Smart Insights. (2021). Smart Insights.

smartinsights/marketing-planning/marketing-strategy/marketing-

strategy-vs-tactics-difference/

Strategy Vs. Tactics from a Venture Capitalist. (1987). Harvard Business Review.

hbr/1987/11/strategy-vs-tactics-from-a-venture-capitalist

TikTok is the Reigning Champ Amongst Gen Z. (2021). Investis Digital.

investisdigital/blog/news/tiktok-gen-z

U. Gen Z and Millennials social media brands 2021 | Statista. (2021). Statista; Statista.

statista/statistics/1286815/united-states-social-media-brand-usage-

gen-z-millennials/

Was this document helpful?

Premium

This is a Premium Document. Some documents on Studocu are Premium. Upgrade to Premium to unlock it.