Part - Critical evaluation of anintegrated marketing communications proposal

1.

The appropriateness of the campaign objectives(Evaluate the objectives set, the appropriateness for the brief and the proposed approach to evaluation of the campaign.)

2.The targeting strategy(Are the proposed target segments identifiable, substantial, accessible, stable and actionable? Is the selection of target segments aligned with the campaign objectives?)

3.The positioning strategy(What positioning strategy is being proposed and how does this fulfil the demands of the brief?)

4.The media strategy(What media is utilised, how is this media utilised and how appropriate is this to meet the objectives?)

5.The mix of marketing communication tools(Examine the mix of tools selected and evaluate the mix against the objectives set.)

6.The degree of integration in the campaign(How does the proposal attempt to integrate the tools and with what level of success to achieve the campaign objectives?)

7.The campaign execution and evaluation strategy(How likely is the creative execution going to achieve the objectives set and satisfy the positioning strategy?)

BRIEF:

Context and background

Much has happened on the McGregor estate over the last few months. The Spey Castle Cookery School has now fully opened, and it is receiving very positive feedback from guests. Despite some very impressive proposals from marketing communications agencies, no work was commissioned, and a focus on building a web and social media presence was undertaken instead.

The estate is developing a respectable social media and web profile with followers from around the world. A two-month trial of meat-free cookery courses has commenced and is proving to be very popular with lone independent UK based travellers aged 18-25. The social media 'buzz' around sustainable consumption activities, which the cookery school has harnessed, is also being used to encourage all parts of the estate to introduce changes to reduce packaging and single-use plastics.

The adoption of sustainability procurement policies has, however, met some resistance from suppliers. Historically the estate has sought to source locally, and preference was given to SME suppliers where possible. Unfortunately, several of these suppliers were unable to meet the new sustainability procurement requirements. The contracts instead went to larger, often multi-national providers. This has been further compounded by the introduction of a new computerised procurement system, which smaller suppliers lacked the resources or capability to use.

The 'authentically Scottish' quality mark initiative did not progress because secondary research revealed that there are already several similar quality marks in existence, either dormant or currently available. However, this has not hindered McGregor Holdings' prominent use of Scottish imagery and values in all its communications. This traditional image has been modernised by incorporating a very strong eco-tourism message, drawing upon the sense of environmental guardianship that the estate embraces. When Felicity Gordon, the McGregor Holdings Marketing Manager, tries to explain the dimensions of the brand in meetings, she talks of the McGregor brand encapsulating 'a pristine site where nature and Scottish culture converge under the sensitive custodianship of the Laird and Lady McGregor'. Visitors are invited to be guests of the Laird and Lady and to share their love of the estate and discover the joy it offers.

From informal guest feedback, this 'benevolent' and 'values' laden image of the brand differs from the image guests have of the estate. This feedback suggests that they perceive the estate, or rather more precisely, Spey Castle, to be a convenient and tranquil stop-off point, where guests can pause and relax whilst enjoying a broader tour of the Scottish Highlands. Felicity is aware of the nature of this disconnect but believes that with time (and effective marketing communications), the less instrumental view of the estate will succeed. She is also aware that the increasing number of visitors to the estate and the Oakland Camping and Caravan Park is in danger of threatening the brand image that she is trying to project. Local community groups have expressed concern about the volume of traffic, especially in peak season.

In addition to all of this, Felicity knows that the sustainability developments on the estate are not being matched by those at Oakland Camping and Caravan Park. Guests of the camping and caravan park have complained about the quality of the facilities available on-site. Basic amenities (e.g. toilets and showers) are not always working, the limited catering is not vegan friendly, and some of the oil-powered generators can be noisy in damp weather conditions. Last year, one guest wrote on TripAdvisor that it reminded them of "a run-down 1970s campsite, just without Sid James". This characterisation is perhaps a little unfair, but in recent years, the number of guests who return to stay at Oakland Camping and Caravan Park within 24 months has dropped significantly.

A programme of modernisation has commenced, and it is expected to be completed within 12 months. The modernisation will include:

• A new contemporary-styled shower and toilet block that will feature a ground source heat pump, solar power, rainwater capture and eco-friendly septic tank system.
• Waste recycling facilities.
• Site-wide Wi-Fi access.
• A new reception block, featuring a small convenience shop, bistro and games room.

Social media post

Some members of the local community have taken to social media to share their concerns about the impact of tourists visiting Spey Castle and staying at Oakland Camping and Caravan Park. An example of one such social media post is provided below.

• Post by:Don Sheriff
• Posted :Yesterday

Can't see the green valley for the smog!

I really dread this time of year. The sheer number of visitors to the region is becoming unbearable. The roads are clogged with tourists, there are touring caravans and coaches everywhere. Getting anywhere fast is impossible. This morning I was stuck for 40 mins in a queue of cars trying to turn into Spey Castle. Yesterday, we had to contend with a tourist with an oversize caravan attempting a three-point turn after they missed the entrance to the Oakland camping and caravan park! Being stuck in traffic is obviously not fun and a waste of my time, but I do worry about the toxic exhaust fumes being emitted from all of those car exhausts sitting in queues.

We are lucky to live in an area of outstanding natural beauty. I sincerely applaud the recent push for eco-tourism and I get that we need to preserve this beauty for future generations. The problem however is right here and right now. Let's start seriously thinking about the health and wellbeing of residents and their children.

I know tourism is supposed to bring valuable income to the region and provides jobs, but we do need to ask at what cost? What say you local residents? What say you local councillors? What say you local tourist attractions?

Integrated marketing communications proposal

Spey Castle and Oakland Camping and Caravan Park proactively market each other and, although they are separate legal and brand entities, they often share the same customers. It is also well known locally that Laird and Lady McGregor are the majority shareholders in the park, and their image is occasionally used in publicity.

At the Laird's request, Felicity is currently working with Oakland Camping and Caravan Park to help them with their marketing communications. To support her with these increased responsibilities, she has recently appointed a marketing assistant.

The Laird has asked Felicity for a campaign to commence once the development work has been completed that encourages former Oakland Camping and Caravan Park customers to revisit and witness the transformation. The campaign needs to draw out the synergies between Spey Castle estate and the Oakland Camping and Caravan Park. The campaign also needs to reassure the local community of the benefits of having tourism attractions and accommodation in the region.

Felicity approached an Edinburgh-based communications agency, explaining that the budget is 'modest'. The agency has produced the following initial proposal to gauge Felicity's views on the ideas.

CREATIVE INTEGRATED MARKETING COMMUNICATIONS INITIAL PROPOSAL

Awaiting client approval

For the attention ofFelicity Gordon, Marketing Manager

Client:Oakland Camping and Caravan Park and McGregor Holdings

Brands:Oakland Camping and Caravan Park and Spey Castle

Agency:HGhOU Communications

Campaign objectives

1. To encourage the target audience(s) to view a close and positive (locational and values based) relationship between the attraction (Spey Castle) and the accommodation (Oakland Camping and Caravan Park).
2. To increase the number of people who stay at Oakland Camping and Caravan Park and visit Spey Castle by 15% within 12 months.
3. To increase the proportion of guests who return to Oakland Camping and Caravan Park within 24 months by 5%.

Brand identity

Spey Castle enjoys an established reputation in the UK and in several international markets. This presents an opportunity to refine the established Spey Castle brand identity and situate Oakland Camping and Caravan Park as complementary to this.

The Spey Castle brand is presented to be:

Physique

A seemingly unbounded site were the calm waters of the loch meet the banks of the estate, within which the castle and wildlife are silhouetted against the warming Scottish sky.

Personality

Modern and open in outlook, proud of its Scottish heritage and mindful of the future. Critical tones: deep green, light blue and amber to reflect nature and the ancestral colours of the family. Font style: Pier Sans (a modern, human, slightly off geometric typeface).

Culture

Exemplified by the Gaelic word 'cram' to signify care, responsibility and family. Relaxed and welcoming, guests of Spey Castle are encouraged to join the Laird and Lady in embracing the sustainability ethos of the estate and believing that they too are custodians of the flora and fauna.

Self image

Customers are treated as guests and fellow custodians; they come to the brand to escape, to find peace and relaxation and continue their search for harmony with nature through their senses.

Reflection

Guests are given space to develop knowledge of their earthly surroundings and cultivate their skills and tastes.

Relationship

As guests of Spey Castle and Oakland Camping and Caravan Park, an informal invitation to roam, discover, care and reflect is always there.

The Oakland Camping and Caravan Park brand is to be presented to possess the following additional characteristics:

Physique

Modern, clean, lots of space.

Personality

As above, but with tighter focus on Laird and Lady McGregor and their legacy in the region.

Target audience

• UK residents account for the majority of visits to Scotland, however these visits tend to be shorter and involve lower spend than international visitors (profiles of visitors can be found on the Visit Scotland webpages and the details will be presented in the final proposal).
• Three target audiences (TAs) are proposed:
• TA1Residents and companies located within 60 miles of Spey Castle and Oakland Camping and Caravan Park.
• TA2Visitors from the UK. Looking for a quality experience and interested in natural beauty, historical highlights and enjoying local culture. High reliance on social media for visit-planning and booking. Are likely to incorporate the visit as part of a wider Highlands tour.
• TA3Individuals who have previously stayed at Oakland Camping and Caravan Park within the last 5 years.

Marketing communications mix

Advertising (TA1):A one page advertorial in a Scottish newspaper. This is to appear a month before the start of the tourism season and to feature a Sales Promotion (TA1).

Sales Promotion (TA1):An invitation to attend a Castle Spey open day free of charge with a complementary hot drink and voucher for a discounted cookery class. Online advance booking will be required to capture profiles.

Sales Promotion (TA2 and TA3):Guests who book a two-night stay at Oakland Camping and Caravan Park receive a personalised 50% discount on the entry fee for the grounds of Spey Castle, and a voucher for a discounted cookery class.

Digital (TA1, TA2, TA3):We are aware that the existing Spey Castle and Oakland Camping and Caravan Park web domains are being re-developed in-house. The above brand characteristics should inform this development work and HGhOU Communications will work with the in-house team to improve search engine optimisation and refine tone of voice, image selection and social media integration.

Facebook, Twitter and Instagram remain the key social media platforms for the target demographic. Guests of Spey Castle and Oakland Camping and Caravan Park will be encouraged to share their images and experiences on social media and TripAdvisor. HGhOU Communications will work closely with the Spey Castle team to ensure social media and TripAdvisor content is optimised to improve rankings and increase followers.

Direct Marketing (TA3):A personalised postcard, featuring an image of Laird and Lady McGregor in front of Spey Castle. The postcard is to appear to be written by the couple and it is a personalised invitation to revisit the new look Oakland Camping and Caravan Park.

Key message

The focus for all communications is:

• the voice, image and personal invitation from Laird and Lady McGregor
• the proximity of Spey Castle and Oakland Camping and Caravan Park, and
• the sustainability values the two brands share.

Evaluation

The client is responsible for monitoring and capturing data on local web-traffic, bookings and sales. HGhOU Communications will work with the client to ensure direct marketing and sales promotion are incorporated into the sales booking data.

HGhOU Communications will provide summary reports for:

• Print advertising. In addition to readership data, the market research team will also interview attendees at the Open Day. An exit survey will also be undertaken.
• Direct Marketing. Click-throughs, bookings and attendance. A short follow up online survey will be undertaken with those who take up the offers.
• Social media monitoring. Impressions, total engagements, detail expands, likes, profile clicks and retweets etc.
• Sales promotion. Conversion of the sales promotion to booking and subsequent attendance.