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Planning Campaigns (2111)

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Module Title: Planning Campaigns (2111) July 2021

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Table of Content
NO Content Page
Cover page 1
Table of content 2
TASK 1 Briefing Paper
(A) Organisation’s background information 3
1.1 Organisation Name 3
1.2 Products and services range 4
1.3 Stakeholders 4
1.4 Key customer segment: 4

1.5 Theme chosen 4

(B) The benefits of taking structured approach to planning 5
1.6 The component of a campaign plan 5
1.7 Creative brief 6
1.8 External agencies in supporting campaigns 7

(C) The influence of internal and external environment 7

1.9 The Micro Internal Environment 7
1.10 The Macro External Environment 10
TASK 2 - Campaign Plan 11
(A) Describe the content for your campaign , detailing 11
2.1 Key issues arising from the analysis carried out in task 1 11
2.2 Objectives for the campaign 12
2.3 The required change in behaviour that the campaign is designed to achieve 12
2.4 Key message for the campaign 13
(B) Prepare a detailed campaign plan that include 14
2.5 ALL media to be used, including both online and offline tools 14
2.6 How elements of the plan will be integrated 15
2.7 Resources required for each campaign element 16
2.8 an implementation plan showing timing 18
2.9 How management and other staff will be engaged in the plan 20
TASK 3 - Report 21
Executive summary 21
Recommend the methods and metrics that will be used to monitor and evaluate the
campaign activities presented in TASK 2 highlights the benefits to the organisation of this
(A) approach 21

Discuss how to ensure that the evaluation of the campaign’s effectiveness could inform the
(B) successful planning and implementation of future campaign 23

References 25

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Title: A briefing paper for campaign process

Author job role: Marketing Specialist, 29 June 2021
Subject matter: campaign process

(B) Organisation’s background information

1.1 Organisation Name:

O.TWO.O Sudan Branch

● Organisation information:
O.TWO.O Sudan branch is one of the brand branches located in Khartoum, Sudan.
The O.TWO.O mother company is a manufacturer & trading company in Guangzhou, China,
specialized in the manufacturing of a wide variety of cosmetics products.

● Type of Organisation O.TWO.O is a private for-profit makeup company.

● Organisation size O.TWO.O Sudan Branch was launched in 2013, it is SMEs it has 250
employees and our revenue is more than two million dollars for 2020

1.2 Products and services range :

O.TWO.O brand produces a variety of makeup products including this below
Catalogue Products

Face Makeup O.TWO.O Foundation, O.TWO.O Loose Power, ROSE Primer, BB Cream

Lip Makeup 2 IN 1 matte & Glossy, O.TWO.O Focal Point lipstick, VELVET Matt

Eye Makeup 2 IN 1 Mascara, Eyebrow gel

Palettes "GO TRAVEL" eyeshadow palettes collection ( NEW PRODUCT ), Shiny eyeshadow

Table (1:1) O.TWO.O Products Range

● Customer base:
O.TWO.O Sudan Branch is a ( B2C) it is focused on young female lives in Khartoum, women
that care about their beauty and they use makeup daily.

● Main Competitors in the SUDAN market

Total annual revenue in the makeup industry is about 7,000,000
FACTORY Name Market share (%) in 2020 Annual revenue

African Beauty 36% 2,520,000$

O.TWO.O 32% 2,240,000$

Golden Rose 22% 1,540,,000$

Foromar 10% 700,000$

Table (1.2) Main Competitors

3

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1.3 Stakeholders

● Key Internal Stakeholders are members of the O.TWO.O Sudan Branch. The following are
these stakeholders:-
Managers have a significant ability to influence company operations and make decisions, they
have an extremely high interest in what O.TWO.O Sudan Branch is doing, employees on the
other hand have high interest and low power.
● Key Connected Stakeholders, also called primary stakeholders, are those that have an
economic or contractual relationship with the company Sudan branch: O.TWO.O shareholders
have high power and they show a huge interest in what we are doing while Customers, Supplier,
and Retailer these groups have little power and they show a huge interest in what we are doing
(Academy, 2021)
● Key External Stakeholders or secondary stakeholders are those who are not directly
connected to O.TWO.O Sudan Branch These stakeholders will have an interest in our activities
or they might be impacted by the O.TWO.O’'s activities in some way, These are involving :
National Council for Drugs and Poisons, Ministry of Commerce ( Governmental body ), animal
rights protection organisation “cruelty-free” (pressure group), Makeup blogger and beauty
influencers.

1.4 Key customer segment :

The latest population statistics for Sudan is (44,900,121) (Worldometer, 2021)The estimated
size of Key customer segment is around 8% of the total population which is 3,592,000 woman

Figure (1.1 ) Key Customer Segment

1.5 Theme chosen the chosen theme is Build Brand Reputation

O.TWO.O Sudan Branch is one of the best makeup brands in Sudan, which motivates the
board of directors to invest in the newest product to position it in the market.

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The Analysis

(B) The benefits of taking structured approach to planning

1.6 The component of a campaign plan

Campaign planning is the most important part to achieve the desired outcome from a campaign.
using an integrated communication plan company will identify effective channels and
touchpoints relevant to key customer segments.
The purpose of any Marketing Communications campaign Planning is to reach the target
audience, any well-planned communication campaign should consist of goals, objectives,
strategy, and tactics, and the most common frameworks used when it is come to structure a
campaign plan are APIC and SOSTAC, (commentator, 2021) in this campaign plan, we are
going to use SOSTAC which is a marketing framework developed by PR Smith, that helps
marketers to design a structured approach to developing a campaign plan, SOSTAC ® stands
for: (commentator.com, 2021)
● Situation Analysis: This part of the process involves analyzing external and internal elements
that may impact our campaign, including analysis of the market, competitor, stakeholder,
internal and external environment, Using SWOT and PEST analysis. (commentator, 2021)
● Objective: marketing communications objectives should be SMART. It stands for Specific,
Measurable, Attainable, Realistic, Timely. and aligned to the organizational objective (Schrader,
2021).
● Strategy: is to create an integrated communication mix that positions the new product, where it
wants to be.
● Tactics: describe which tools will help the c
● company to reach my target audiences to deliver the message effectively and efficiently,
including marketing communications channels, media plan, and the marketing communication
mix.
● Action: is a detailed plan of tactics including identifying the activities and who should handle
them to deliver the strategy.
● Control The metrics company will use to measure the campaign success such as ( CPC, ROI,
ROMI)

Some additional benefit of using marketing campaign plan is:

● help marketers to set SMART objectives, realistic and clear goals

● define and prepare a strategy that helps to achieve these goals
● help to implement the strategy to action by details in the tactics and actions
● improve the way of measure campaign success
● give marketer overview of all elements, resources need to consider when start build the
camping

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1.7 Creative brief

” (CIM Marketing Expert) defines it as “A creative brief is a document that explains the
background of a project and your objectives for it to the creative team, agency, or designer
who’ll be working on it. You will need to give as much detail as possible to maximize the creative
team’s ability to create something meaningful.

A creative brief should include the project’s purpose, executive summary, marketing
communication objective, communication strategy, target audience, product history, competitor,
unique selling proposition, user value proposition, messaging, tone, timing, budget, and other
key information. (Bump, 2021)
Usually, a creative brief is the first step when developing the project, it will help a creative team
better understand a project from the start and maybe present it to the key stakeholders.
some additional creative brief benefits:

● empower the creative team to produce an effective and efficient communications mix
● to help the internal and/or external team understand the brand, the vision, the organization,
and the product.
● The final product will be higher quality
● identify the campaign messages and give the team a clear understanding of the audience.
● Explain expectations, time, and budget

1.8 External agencies in supporting campaigns

A marketing agency is an external company that partners with an internal team to identify and
implement strategic marketing initiatives to help the business achieve its objective (Jet, 2021).
External agencies provide a range of marketing services like design, animations & video
production, digital marketing, and even some small agencies connect you with influencers. Full
marketing agencies provide services for both digital and traditional marketing.
After writing the creative brief, the Next step is to decide whether to use external agencies or
just assign the project to the internal creative team, here are many factors by which we will
make this decision:
● Internal human resources size and skills
● Budget
● Time and deadlines
● Communication project size according to the creative brief

Hiring an external agency is a great idea because a marketing agency is typically made up of a
team of experts within their respective fields of marketing. We are going to need to hire an
external agency if there is an internal resource shortage to meet the project size and deadline.
External agencies pros are listed below
● Creativity: External agencies are very creative because it’s their experts
● Hiring an external agency frees up time and human resources and they will even cut
media buying expenses
● Guaranteed success

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Planning Campaigns(2111) - Build Brand Reputation Membership Number 40080344

(C) The influence of internal and external environment

1.9 The Micro Internal Environment

● Organizational type, mission, Vision :

O.TWO.O Sudan branch is a commercial brand focused on B2C.
O.TWO.O's mission is to produce a convenient at an affordable price and deliver it in the best
manner to meet customer expectations, while the company objective is to increase brand
awareness in one key market by 7% in 2021

● O.TWO.O culture, scale:

The makeup industry is changing frequently that is why O.TWO.O is a customer-oriented
organization focused on trends and customer needs.
The board of directors tends to delegate authority and adopt a decentralized structure to
manage the branches. In the context of this campaign manager has permission to make
decisions about the budget.

● Product Portfolios

"GOTRAVEL"
O.TWO.0FocalPoint| 2IN1matte
eyeshadowpalettes ROSEPrimer
lipstick &Glossy
collection(NEW)

Shiny
VELVETMattlipstick
eyeshadow
MarketGrowthRate

QuestionMarks Stars

O.TWO.0Loose 2IN1
Eyebrowgel
Power Mascara

O.TWO.0
BBCream Foundation

Dogs CashCows

RelativeMarketShare

Figure (1.2 ) BCG Matrix

Using BCG Matrix to analyze all company Product Portfolios, the "GO TRAVEL" has a
high-growth market and low share market ( Question mark) because the collection is a very new
product in the market.

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● Analysis Stakeholder

Using the Mendelow stakeholder matrix we analyze our stakeholder groups based on how much
they influence the campaign and how interested they are in our campaign (Academy, 2021).

NationalCouncilfor Director Marketing

AnimalRight Drugsandpoisons Manager
Protections
Organzation MakeupArtist&
MakeupBlogger Financial HR
Manager Manager
Influence

MakeupInfluences

Keepsatisfied Activelyengaged

Emolpyees Key
Customers

LocalCommunity
Suppliers Retailers

Monitor Keepinformed

Interest/Availability

Figure (1:3) Analysis Stakeholders

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● Competitors analysis

all makeup products are import goods, there is no makeup manufacturer in Sudan, that due to
high competition environment

Brand Strength weaknesses

African Beauty well-known makeup brand products tend to be more expensive than
have the highest market share other makeup brands

GOLDEN ROSE 17 years experience in the Sudan market poor customer care due to damage to their
the company strategy is to follow trends reputation

Foromar the small brand focus on market trend a poor inventory management
have a loyal customer products out of stock
They do not have a website to sell their
products

Table (1:3) Competitors Analysis

● SWOT Analysis

Strengths Weaknesses

● The new product has a low market share

● well trained staff ● luck in the distribution channel, it is only on
● financial resources that could help to reach branch
the objective
● O.TWO. have a good inventory management
● High-quality products

Opportunities Threats

● The growth market ● The competitor has a higher share of voice

● changing in the industry may help to develop ● Because of inflation, our pricing strategy may
non-existing products be changed

Table (1:4) SWOT Analysis

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1.10 The Macro External Environment

A PEST is a framework used to analyze and monitor macro-environmental factors that have an
impact on a company (Academy, 2021)

Political Economic Social Technological

changing in Import and has a significant there are a group of perspective change their
Export regulations and impact, In 2019 the people who believes behaviour and started
tax policy may affect the average inflation rate that beauty is nature, making purchases online
availability of a product in Sudan amounted encourage women to and this will positively
which may impact the to about 50.99 % embrace their natural impact the campaign
campaign negatively compared to the beauty, and don't use
previous year this for colourful makeup
sure will affect price products, these groups
and campaign may damage part of
budget strategy this campaign
(Statista, 2021)

Table (1:5) PEST Framework

Recommendations: using SWOT analysis to convert the company opportunity to strengths and
using these strangers to release the threats

10

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Planning Campaign in Action

(A) Describe the content for your campaign, detailing

2.1 Key issues arising from the analysis carried out in Analysis

in situational analysis, we analysed competitors, by using a positioning map will analyse them in
terms of their position to see where they positioned themselves(Patel, 2021)

the main Competitor ( African Beauty ) have a high price which is not affordable to a customer,
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on the other hand (GOLDEN ROSE ) their product not convenient to use and they have poor
customer care, The third competitor Foromar they do not have a website to sell their product
which is a big issue to the customer. while the customer needs a product that is easy to use,
affordable, and available to buy online and offline.

O.TWO.O Sudan branch is customer-focused consider the needs of the customer in the first
place that is why the brand chose Convenience and price factors to used in the positioning map
plot where O.TWO.O Sudan Branch position in the minds of the target audience and where
competitors sit against these two factors in a positioning map