Ryan Lightfoot

I have offered my client a simple promotional package and the content of this package will be the outline for the marketing strategy. I have generated some ideas for marketing my client’s business. All vary a great deal from one another but will serve for the same overall purpose, promoting the business.

These ideas (the content of the promotional package) are as follows;

 

• A digital viral advertisement

• Animated banner - .gif

• Leaflet

• And social network maintenance (creating display and banner images that fit the specified dimensions and upload them to the specific social networking websites e.g. Facebook and Twitter)

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The viral advert will be the most time consuming as it will be created entirely digitally, using Adobe’s software, Photoshop and After Effects (and then Premiere Pro to edit sound). With this in mind I have devised a simple timeline to follow that will keep me on track of work. The timeline is structured around the viral advert but I have included reminders that will inform me to also be continuing supporting paperwork and to complete the remaining content of the promotional package. It also includes points to receive feedback from my client which will leave enough time for any changes needed to be made (to the advert, banner, leaflet or/and social network maintenance).

The timeline can be viewed in the Pre-Production tab or alternatively you can use this shortcut I have supplied here.  -

 

In terms of budget for completing the promotional package, it is quite simple and very cheap. Bellow is a table that shows the timeline of the time span, Oct – May, it will take me to complete the work and in which month’s money will be needed and for what reason(s). As you can see in the Market Research table the budget, overall, is £0 meaning all research will be constructed for free. In the Marketing Communications table there are only a few areas that will cost, these are, E-media (viral video) which I have set a £20 budget for the purchase of an audio track (plus license) and Online advertising which I have set a £48 budget that will cover the highest cost (for a month) of advertising the viral video on Facebook. My client’s original choice was to advertise using GoogleAds but has contemplated this decision because he believes he will have more luck reaching his target audience using Facebook Advertising. This is because, I informed him, that Facebook Advertising has a unique way of targeting the target audience you specify using, keywords, age and gender (more detail in Social Media Platform Distribution Strategy tab). The e-media (viral video) has been added to March because it is at this point that the video should be near its completion and research for music to overlay will begin, therefor meaning the money will be there ready for purchase the chosen track by the end of the month. Online Advertising will be the last thing to pay for because the viral video needs to be completed before it can be launched. This is why the online advertising section is right at the end of the timeline in May.