International university of tourism assignment front cover
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Ibragimov Jalol task media campaign brief gr them 120
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“SILK ROAD” INTERNATIONAL UNIVERSITY OF TOURISM ASSIGNMENT FRONT COVER
Student statement I hereby declare that this assignment is my own work and any use of materials from other sources have been referenced accordingly. Student signature: Jalol Ibragimov Date:01.06.2021 Tutor statement I hereby confirm that to the best of my knowledge this assignment is the student's own work and he/she has not collaborated in the production of this assignment with any other person. I also confirm that I have a record of this student's progress tutorial/s. Tutor signature: ………………………………… Date: Intentionally left blank Media Campaign Brief Campaign name (Project title): “Khiva welcomes You again!” 1.Short background of the company and product and/or service you offer.
2. Campaign overview: Reasons and objectives for this marketing brief. What’s the purpose of the marketing brief? What are you trying to accomplish? Tone and Image: Funny and casual, or formal, what do target audiences believe before your nonprofit communicates with them, what tone and imagery will be most effective, specific visual goals. The objective of the campaign is to demonstrate and deliver a message to potential travelers that the city of Khiva and Khorezm region of Uzbekistan are again open and safe to travel. The purpose of marketing brief is to organize a credible notification/message to potential travelers. It should be professionally created so that there be quality and reliability that assure it is safe and enjoyable to visit Khiva again. It needs to be formal to display that the local specialists take their responsibilities seriously, however it should also possess fun characteristics demonstrating that travel destination has not lost its charming character. Our message should be clear, sound confident and look creative as the target audience is well - educated middle class international travelers. 3. Communication objectives. What are you trying to communicate? What’s the message? Are there important points that you want to use in the copy of the marketing initiative? Prioritize the top features and/or facts about the program, service or organization you’re marketing, and its value to target audiences. Outline how it compares to the competition. What’s the one sentence that summarizes its unique value? I am trying to communicate that Khiva can be as enjoyable as before even with the current times specific conditions. Message will deliver clear information how convenient our city can be for traveling. The unique position of Khiva is that the city itself is a museum in the open air, so travelers do not need to be indoors unless they want to. Certainly, the indoor museums are functioning too, however, anyone wishing to rather remain outdoors in the fresh air, can easily do so. Besides, there are a good number of restaurants/cafes that are serving guests outdoors. So Khiva’s unique value is compact location of its sites/attractions that enable to see them on foot being outdoors without the need to mobilize by vehicles! Compare to competitive destinations this city is usually less crowded, no cars around the walking areas and is usually peaceful. 4. Target market. Who are you targeting? Are there multiple segments? Who should the message be written for? Audience: Who are they, what do they care about? Target market is foreign travelers who could potentially travel in the near future. Presently, many people may want to feel safe and still get unforgettable and enjoyable travel experiences. Significant part our target market is senior people. The messages we deliver should be clear, easily understandable. Our segment of travelers may need a good balance of convenience and experience and seek value for money. Therefore, professional and detailed approach are needed. 5. Execution plan. How do you hope to execute the plan? Do you have marketing vehicles in mind that you would like to use or are you open? The execution plan is first to establish special Campaign Board that consists of representatives of local businesses and it will have a coordinator. This Board will be the center of coordination of the activities and partnership with involved organizations. The Board will be responsible for the quality of messages delivered to the public/customers. We prefer to use internet website, social media, brochures, posters, interviews, writing articles for newspapers. However, our plan is not to just load the potential travelers with information, we plan to provoke attention and get response from their side so that it be interactive. Our Board will have a hotline internet or telephone contact for any interested person that would have chance to easily reach us with any questions. 6. Deliverables Needed. Based on your objectives, communication needs, target market and execution plan what deliverables will you need? Will you need email copy, printed materials, and/or report on mailing? Materials we are preparing will be distributed online as well as physically via our partners abroad. We would like to create a special web page dedicated to the campaign with 7/24 online access and call-back possibility. The plan is to provide continuous updated information about the situation and the changes that may take place in the city. We also want to publish brochures to distribute through the foreign partners. We want them to have high quality and carry essential data. As one of the main channels for communication we are planning to use emails. Languages are important too: We strive to publish materials in several languages: English, Spanish, French, Dutch, German, Polish, Italian, Russian, Japanese. We will use professional translators and interpreters for this job. 7. Mandatories. Are there mandatories that have to be included such as “call to action” or disclaimers? What about your logo, telephone number, website address or social media links? Mandatories are those things that your deliverables must contain. We would like provide special web page address in all materials creating accurate access to information. Besides we request to show the name of the city in larger script. Also we provide the logo of the city as well as the contact details of our Board. The time when we talk about concrete cases like hotels or restaurants we prefer to give their contact details too as it may broaden our communication path with potential travelers and provide transparency. 8. Timeline considerations. What’s your timeline look like? How soon will you need to launch the marketing initiative? How soon will you need the deliverables in order to route and get improved in time for launch? Our goal is to get noticeable number of travelers in 2022. We understand it will depend on how will be pandemic situation around the world. However, if we start the campaign in September, three months after we may expect to see some initial results; travelers in low Winter season, in the end of current and the beginning of next year. We are planning to launch it on September 1st. We would like to get deliverables example copies ready for July 15th and after checkup and approval, get materials ready for 1st of August. So our timeframe is 9 months: Preparation from June 1 to August 10 Launch and operation from September 1 to March 1 9. Tracking and goals. What are your goals for the initiative and how will you track the success of the campaign? How will you monitor these efforts and what does success look like? Be specific, remember this is what you will come back to later to determine whether the initiative worked or not. Our goal is to attract and bring 5000-7000 foreign travelers as a result our campaign. We are planning to monitor how many response emails we get. We plan to create easy channels to communicate such as FB messenger WhatsApp or Telegram. Assigned team members will be responsible for communication to keep track of all responses we get. All requests and questions will be learnt in detail and report to Campaign Board every week on Thursday and Board members will monitor the ongoing process and work with relevant specialists and vendors. If we plan to bring 5000 - 7000 foreign travelers through this campaign, then we need to be able to process successfully about 40 enquiries a day for the duration of 180 days (6 months). This means 1200 enquiries a month. And if we achieve 70% satisfaction in the form of individual positive responses and expressions during our pre-trip communication then we may consider we have performed (have been performing) good. If we achieve 80% or higher level, then we may assume our communication has demonstrated (has been demonstrating) excellent organizational performance. Certainly we will not take for granted that every positive response will materialize but may help us to forecast the future outcome. We will establish online channel among travel managers to regularly monitor the situation, it might be weekly process. 10. Budget. What budget considerations need to be taken into account? How much money do you have to spend? This will determine marketing vehicles that are considered for execution. Our campaign is orientated for the foreign market thus it may be different from what we would do for the local market. However, we have raised $20.000 budget for the campaign and other $10.000 have been agreed with new entrants. Estimated revenue from the campaign is $500.000 and with net profit around $50.000 - $70.000. Nevertheless, this income will automatically be distributed among venues and organizations. The Board members who carry out extra duties are subject to payment as well and it will be agreed in the council among the companies. As for the internet and printed publications our budget is $ 14000 (Necessary changes possible) Below provide prices for some materials planned for our campaign:
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