Digital and Data-Driven Marketing

This report discusses on the strategies and the communication plan of the usage of Instagram stories in the process of marketing promotions and the budget plan have also been included.

Running head: DIGITAL AND DATA-DRIVEN MARKETING
DIGITAL AND DATA-DRIVEN MARKETING
Name of the Student
Name of the university
Author note

1DIGITAL AND DATA-DRIVEN MARKETING
Executive Summary
This report discusses on the strategies and the communication plan of the usage of Instagram
stories in the process of marketing promotions and the budget plan have also been included.
The paper deals with the campaign procedure and the plans related to the same and thereby
concluded by suggesting some recommendations on the same. The report mainly focuses on
the data which state the rate of popularity of Instagram and also includes a comparison of
Instagram with its contemporaries. The added features that have aided the purpose of
marketing have also been discussed. The key performance indicators have been included as
well in the paper along with a brief discussion on the various factors on which the campaign
depends.

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Table of Contents
Introduction................................................................................................................................4
Reasons for using Instagram stories in the marketing strategy..............................................4
Objectives of the report..............................................................................................................5
Overview of the Instagram Company........................................................................................5
Comparison of Instagram with its contemporaries related to marketing strategy.................6
Campaign plan for making use of Instagram stories in marketing strategy...............................7
Factors on which the campaign plan depends........................................................................7
The users............................................................................................................................7
Type of Content..................................................................................................................7
Engagement Rate...............................................................................................................8
Brands on Instagram..............................................................................................................8
Strategies for the campaign plan................................................................................................9
Communication Plan..................................................................................................................9
Key Performance Indicators.....................................................................................................10
Budget for the Campaign Plan.................................................................................................11
Data Strategy............................................................................................................................11
Target audience and business segments...............................................................................11
Type of business...................................................................................................................12
Size of the business..............................................................................................................13
Startup Statistics in UK........................................................................................................13

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Usefulness of using Instagram stories..................................................................................14
SWOT and PESTLE Analysis of Instagram Company............................................................14
Campaign Idea and the strategy...........................................................................................15
Test plans and learning plans...............................................................................................16
Conclusion................................................................................................................................17
Recommendations....................................................................................................................17
References................................................................................................................................19
Appendix I................................................................................................................................23
Appendix II..............................................................................................................................25
Appendix III.............................................................................................................................26
Appendix IV.............................................................................................................................28
Appendix V..............................................................................................................................29
Appendix VI.............................................................................................................................32
Appendix VII...........................................................................................................................36

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Introduction
Considering the digital world, the vital goal of marketing is getting access to a 360-
degree view of the customers along with the ability to meet the needs of the customers
because every individual customer is important for the success of the business. In this era of
digitization the customers are making use of more and more channels, switching in between
the devices while making a single transaction thus generating volumes of consumer data.
Digital and data driven marketing is a new and modernized way and with the increasing
numbers of the users using the social media network it serves as a perfect platform to
showcase the products and best place to promote new arrivals. Instagram stories has been
added as a new feature in Instagram application where the users are able to capture and post
images as well as video content in slideshow format and modifications can be made
according to the requirements or purpose. In this paper the topic of discussion is the
campaign plan that needs to be adopted to convert 25,000 small business advertisers on
Instagram to make use of the new feature that is Instagram stories for their product promotion
and reaching the target audience.
Reasons for using Instagram stories in the marketing strategy
There are many reasons for the Instagram stories being used as marketing strategy and
some of them as per the research done by Ashley and Tuten, (2015) are as follows:
1) The popularity of the feature and its effectiveness and the data as found form various
studies proves that the average time that the users spend on this platform since the new
feature was added is 28 minutes and one-third among the users watch the stories almost every
day (Heinze et al., 2016).

5DIGITAL AND DATA-DRIVEN MARKETING
2) As per the research done by Järvinen and Karjaluoto, (2015), studies show that the 20% of
the stories which are posted by the businesses produce a result that is direct interaction with
the users.
3) More than 10,000 followers on Instagram, unlocks some additional features that include
posting link with the stories and thus the customers can access the link directly (Ryan, 2016).
4) The live Instagram stories is an emerging trend and the consumers are attracted to the live
streams and the events, host sessions can be steamed live that will attract the customers
(Chaffey and Ellis-Chadwick, 2019).
Objectives of the report
The main aim of this following portfolio is as follows:
1) To find Marketing Mix strategies for almost 25,000 companies to make use of the
Instagram stories as their advertising medium.
2) To provide instances in support of the marketing strategies those include Instagram stories.
3) To show how Instagram stories can serve as a powerful tool in creating good content and
enhancing the growth of the business.
Overview of the Instagram Company
Instagram Incorporation is the developer of Instagram, which is a mobile application
that is Web-based and allows its users to share pictures or video, upload the posts applying
various available filters. It is also linked to the users Facebook, Twitter and Flicker profiles.
The firm aid its users to view, like and comment on various posts that are shared by the
friends in their profile. The application is compatible with Windows Phone devices, Android
and Apple iOS and started its function in the year 2010. The headquarters of this company is

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in San Francisco, California and it operates as a subsidiary company of Facebook, Inc. The
users of the application can share their posts publicly or with their followers those who had
been previously approved. Users can search for their friends and browse profiles and tag their
friends in different posts. Many features have been added since its development and recently
it has added the feature of “CloseFriends” that enables the user to keep the stories private. As
per the research done by Agam, (2017), it has been showed that 50% of the engagements of a
post uploaded in Instagram happen within 72 minutes of the publication of the post and 95%
within a week. The usage of the Instagram posts thus prove to be a powerful tool in case of
advertising and promoting businesses and new ideas related to the same. Instagram has
proved itself to be one among the best social networking sites especially for the marketers
and the advertisers owing to the huge number of users approximately counting to 800 million
and form these 500 million being active on daily basis. It addresses audience that is wider
than that of Twitter and Snapchat combined together and a growing number of audiences
with every passing day. As per the research done by Manikonda et al., (2015), more than 70%
of the businesses in US have started using Instagram as their business platform considering it
as their primary social media network in case of marketing. It can be well understood from
the fact that at present 7 out of 10 hash tags have been branded already.
Comparison of Instagram with its contemporaries related to marketing strategy
Social media has been an important platform for marketing of various brands owing
to their popularity and growing number of users. The trend started form the early 21st century
and gained pace with applications such as Facebook and Twitter. As per the research done by
Latiff and Safiee, (2015), it was in the year 2010 that Instagram made its mark in this sphere
by providing the unique way to the marketers for staying in touch with customers by making
use of pictures and catchy captions gained their trust. At present Instagram has become a
trend worldwide and it targets almost all sections of society thereby making itself a platform

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that is favoured by the marketers to promote their products. As per the research done by Ting
et al., (2015), due to the increasing number of users and the craze it created made Facebook,
the social media giant to acquire it and convert it in proper way to a platform that proved
effective for the small scale companies mainly to bring in growth in their businesses. Since
then it has been a significant platform for the companies to make business communications.
As per the research done by Vásquez and Escamilla, (2014), Instagram has made it to the
marketing world by its interactive media such as images, videos and stories bearing catchy
captions that attract the customers to the brand and provides the facility to the wide range of
audience to give their valuable feedback and comments. These characteristics and growing
number of users has made it a powerful marketing tool and it has surpassed its
contemporaries.
Campaign plan for making use of Instagram stories in marketing strategy
Factors on which the campaign plan depends
The users
As per the research done by Burns, (2016), it is approximately 79.98% of the
Instagram accounts that are personal while 17.7% are generally private and the remaining
2.3% are the account of the business organizations. The growth in the number of the profiles
of businesses over the past few years and the noticed increase is almost 66% from the month
of July to that of November in the year 2017. As per research done by De, Cauberghe and
Hudders, (2017), with the added insights and Ads available for the Business profiles, this
recorded count is being predicted to increase even more thereby acting as a powerful tool in
the sphere of marketing.

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Type of Content
Considering the social media platforms prevalent for the marketing promotions and
advertisements Instagram has taken the platform and has proved its potential in the marketing
sphere. As per the research done by Lee et al., (2015), the Instagram stories are a hit since
they have been added to the application and studies have showed that approximately 300
million of the people all around the world make use of the Instagram stories and among this
one-third of the stories that come under the purview of most viewed are of the businesses.
Engagement Rate
The engagement rate is important in this case as it is a crucial factor in the scenario
above that is converting 25,000 small businesses basically Instagram advertisers into those
using the Instagram story feature as their marketing campaign. The rate of engagement can be
easily calculated by the number of the likes and the comments made by the user divided by
the number of the followers and this rate can serve as a good source for the marketers to
know about the radar of their marketing promotions.
Brands on Instagram
The brands on Instagram are as follows and the following data is based on the
Iconosquare Brand Index and this study reflects some of the popular practices for the various
brands on Instagram. As per the research done by Carah and Shaul, (2016), brands on this
platform range from beauty products to food products and the number of users it connects is a
factor that is essential for it to be the marketing tool. In order to convert the 25,000 small
scale businesses into making use of the Instagram stories these businesses should be made
realized of the existing brand marketing being done by the other brands and the features of
the applications that are being used for this purpose. The brands on Instagram mainly make
use of the ads that generally come up when the users browse through and thus marketing their

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products but the disadvantage in this case is that some users just swipe past the ads even
before seeing the content and it that case it loses a view and the purpose it was developed for
goes in vain.
Strategies for the campaign plan
The strategies that can be inculcated in order to make Instagram stories as a six month
campaign plan are as follows:
1) The small businesses should be made aware of the pros of the usage of Instagram stories
and how it is different from the other features that are made use of as a part of marketing
strategy.
2) The difference in between the advertisement that pop up and the stories must be well
explained so that the small businesses get convinced to take it up as their marketing tool.
3) The campaign will get successful if promoted well and this requires proper and organized
way of sessions that can be conducted in order to aid the campaign.
4) The small businesses selected for the above said transformation can be sorted from the
various other firms and thereby considered for the purpose.
5) As it is a social media initiative the strategies should be made according to the target
audience and the different brands and products that that are being marketed or promoted.
6) The campaign needs to utilize the feature of Instagram stories itself in the process such that
the small businesses get an idea how effective it is and get convinced to use the same as their
marketing strategy.

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Communication Plan
A proper communication plan addresses its stakeholders and in the above case the
stakeholders are the small business head and the management personnel who are leading the
campaign. The staffs of the small businesses are also a part of this and the marketing leads
and the organizers. The campaign proceedings should be made known to the stakeholders at
all the levels of the work and this requires frequent communication among the stakeholders.
The meetings should be held every week and the management heads must be kept informed
of the proceedings.
Key Performance Indicators
The key performance indicators of incorporating Instagram stories in the marketing
strategy are as follows:
1) Clicks and likes- The clicks are a significant performance indicator as they reflect the
number of users getting connected with the stories being posted and likes signify that the
story has been appreciated by the audience.
2) Shares and Comment- The influence of the stories on the audience can be realized by the
shares and the comments on the same. The stories on Instagram can be shared in individual
chats and if someone takes the heed to share it that means the story has been successful to
connect to that person (Dwivedi, Kapoor and Chen, 2015).
3) Brand Mention and profile visits- Tags or the mentioning of brands inform that the it is
being talked off in the social media platform and the number of profile visits prove that the
stories have influenced the users to do the same (Järvinen and Karjaluoto, 2015).

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4) Active Followers- An active follower is someone who logs in and contacts with the
content of the small businesses within a time span of the last 30 days and thus is a key
performance indicator.

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Budget for the Campaign Plan
Categories
Creation of Content
Management of Content
License for the Content
Cost of Human Resources
Advertising Cost
Cost of Promotions
Agency Fees / Retainer
Licenses of Software
Graphic Design Cost
Cost of Video Production
Total
Amount to be
spent(pounds)
10,000
5000
5000
25,000
50,000
50,000
3000
3000
2000
2000
155,000
Data Strategy
Target audience and business segments
The first stage in the section of data strategy is to select the target audience for the
project. The primary motive of this project is to include 25,000 businesses into using
Instagram stories as a media for the promotion of the business. The primary target of this
study will be the small-scale organisations, which are trying their level best to emerge and
evolve in the present market. Often these kinds of small businesses are focussed on
publishing advertisements over the social media for the promotion of their organisations
(Jones, Borgman & Ulusoy, 2015). However making them to use Instagram stories instead of
being Instagram advertisers will boost the level of relationship that could be built between the
customers and the organisations (Martinus & Chaniago, 2017). Advertisements are not
among the much-attended ones (Kuisma, 2015). Now-a-days many social sites and video
publishing sites are providing their customers with premium membership through which they
can stream or surf or scroll over the news feed without the involvement of any advertisements
(Moriguchi, Xiong & Luo, 2016). Ads disrupt the activity of the user and that does not feel

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like a desirable way to promote the activities of the company. Instead the user will be
annoyed with the sudden disruption and would try to skip the ad if possible (van Dam & van
Reijmersdal, 2019). Thus, the ads over the social media such as Instagram will not prove to
be a better way of promotion. Rather the stories will be viewed by the followers with the
purpose to watch for their activities and the stories will be viewed willingly and proper
attention will be received by the posts that will be posted by the organisations (Bozkurt,
2018).
Especially, the targeted audience and segment for the project are the small-scale
business. Being specific, the segments are the start up restaurants, cafes, gift shops including
the initiatives dealing with selling of tees and men and women accessories. In addition to it,
there are start ups taking place in the market who serves as an online platform for food
delivery and other services with household and technical services too. Hence, these are the
targeted audience who will play the primary role in this portfolio and upon them the plans
and designs will be implemented.
Type of business
Businesses are of many types based on the respective aspects. There is a lot of
miscommunication between an organisation and a company (Burger, 2018). A company can
be termed as an organisation but the reverse is not true (Yaman et al., 2017). In a comparison
of agencies and client organisations, the type of business that has been selected for the
portfolio is oriented with client organisation. Agency on the other hand is a company that
serves as a mediator between two organisations or an individual and an organisation (French,
2015). Though, start ups in the form of agencies are also getting established but as they do
not handle the business directly and just serves as a contacting media between two

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organisations or between an individual and an organisation, they are excluded from being
considered for the portfolio (Mišković, Marković & Đurić, 2016).
Size of the business
The standard number of employees in a small scale business lies within 100 to 1500
(Rahman, Chowdhury & Sarkar, 2015). The organisations that were taken under account
were having an average number of employees of 125. Various businesses ranging from online
household services to lending someone a pet for a few days for its maintenance while the
owners remain absent for a few days are the novel ideas that are emerging gradually and all
of these services are all of “no employee” standard. Rather, people are freelancing and
earning for themselves through digital media.
Startup Statistics in UK
Studies by Chris Rhodes (2018), revealed that 96% of the businesses in UK is
comprised by micro businesses that have 0-9 employees in their organisation. The study also
stated that in the year 2018, the annual turnover in UK is being contributed by micro
organisations and SMEs by more than 50%. Though, such businesses account for majority of
the annual turnover but these micro organisations and SMEs do not account for much
employment. In the year 2018, 33% employment has been accounted due to these SMEs and
micro organisations (Shehata, Salhin & El-Helaly, 2017). If reports were seen for the past
years till date then it is being revealed that with time the percentage of death of the businesses
is increasing at a slower rate which will be definitely harmful for the economic situation of
the respective countries. However, with the advent of different social media sites the
advancement of the small business is taking place at a rapid rate as people are nowadays are
being more indulged into the social media. Hence, using such platforms for the marketing and
promotion of the business will be always a suitable idea.

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Usefulness of using Instagram stories
Advertisements have been always an important form of marketing and promotion of
the services or products that is being provided by the company. From early days, different
forms have been adopted for better advertising of the company to attract as much customers
and clients it can. With time, this form of advertising received a lot of modification and in the
present days, advertisements are made as a part of surfing over the internet or scrolling the
feeds of a social media website or application. However, while intending to view a post or
videos, abrupt interference of the ads are not desirable at all and users do want to skip the part
as much as possible. Hence, if being specific then the Instagram stories will definitely wipe
away these limitations. This is because when a user will click on one of the companies
promotional stories then he/she will opt to view for that particular content of the company
that the user follows. The posts by the companies will be viewed by only those who are
interested in the particular product or services that are being provided by the organisation. No
undesirable interference will be done by the ads of the organisations and the promotions will
be done effectively.
SWOT and PESTLE Analysis of Instagram Company
Strength
The biggest strength of Instagram company is the
community and the related value proposition.
Weakness
Instagram’s web traffic being self controlled is its
biggest weakness.
Opportunities
Instagram is still in a stage where it is being
defined as the firm is testing monetization and
traffic circulation features and thus those joining
the platform will get the advantages as they can
study the engagement patterns and associated
Threat
Like any other social media platform, the
ecosystem of Instagram is also changing and its
becoming competitive and now when the
company has an open ads API which allows task
scheduling and publishes content.

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trends
As per the PESTLE analysis the following can be concluded:
• Instagram serves as a platform for political parties.
• The public can openly share their political views on Instagram and connect with like-
minded people.
• Instagram is now worst 100 times the investment that was done on it initially.
• Socially it serves as a platform for all the generations.
• Instagram has a broad user base unlike any other social media platform.
Campaign Idea and the strategy
The conversion of the mentioned number of organisations into using Instagram stories
should be done using an effective plan and strategy. The first step of the campaign will be the
selection of such micro organisations and monitoring their mode of promotion and marketing.
Next step will be to assess the affectivity of their mode of promotion and how using
Instagram stories will be proven of higher priority with respect to their way of marketing.
Thereafter, creating sessions for making them aware of the situation and how they can boost
up their promotion and can make their marketing strategy more efficient by directly
interacting with the people and making them involved into the process. Moreover, campaigns
must be started for making such small owners aware of how social media can help them with
their promotion and for the advancement of their business.
After the initial phase of the plan, next will be implementation of the strategy and
planning of the budget for the implementation. Within the stipulated budget, the different

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phases of the plan have to be managed and proper expenses have to be estimated before the
implementation. The requirement of the sources has to be estimated before making the
budget. The requirement of the resources for the plan will be listed by the project manager.
After the listing is done, the project will be carried out by the experts under the supervision of
the project manager. The entire plan will implemented upon the group of organisations that
has been selected for the portfolio. After the completion of the project the overall impact of
the plan will be monitored by the experts, who will do the modifications needed for the lags
(if any) witnessed in the course of the project.
Test plans and learning plans
After the formulation of the strategy, the plan will be implemented in a test group that
will be selected from the overall sample space and a testing will be done. For a certain time
the plan will be monitored after being implemented. The effects over the group will be
justified as far the standards that have been set up before the start of the implementation.
After the results are out of the implementation, the learning outcomes would be put forward
and further work will be done on it to improve or add more features into it.

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Conclusion
From the above discussion it can be concluded that Instagram stories can be an
effective tool in the sphere of marketing and in order to convert 25,000 small businesses that
are currently Instagram advertisers to make use of the Instagram stories, the above stated
strategies can be used and in the current scenario the campaign will be successful only if it
gets promoted well and the process is carried out in a organized way. The study concludes
that the growing popularity of Instagram and the increasing number of users make it an apt
platform to showcase the business portfolio thereby ensuring the growth of the small
businesses. Among all the prevalent social media platforms Instagram has been chosen for
the purpose as for its rapidly growing followers and the frequently updated features that
support the purpose of marketing.
Recommendations
1) Campaign must be carried on in a planned and organized way and focus on the expected
results.
2) Updates and proceedings of the campaign must be conveyed well to the stakeholders of the
project.
3) The estimated costs need to be near to or equal to the actual costs to avoid disruptions in
the planned budget.
4) The plan to be implemented must be applicable for the selected businesses.
5) The target audience must be chosen wisely to get maximum results.
6) The key performance indicators play a vital role thus these should be considered regularly
to check the influence of the stories.

19DIGITAL AND DATA-DRIVEN MARKETING
7) The competitors of the Instagram stories must be researched on before proceeding with
any of the strategies.
8) The pros and cons of the feature in the marketing sector must be analyzed and then the
campaign be proceeded.

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Appendix I
Types of Marketing Strategies
The four Ps of marketing: product, price, place and promotion
The marketing mix can be divided into four groups of variables commonly known as the four
Ps:
1. Product: The goods and/or services offered by a company to its customers.
2. Price: The amount of money paid by customers to purchase the product.
3. Place (or distribution): The activities that make the product available to consumers.
4. Promotion: The activities that communicate the product’s features and benefits and
persuade customers to purchase the product.
The four Ps as the four Cs
The four Ps of the marketing mix can be reinterpreted as the four Cs. They put the customer’s
interests (the buyer) ahead of the marketer’s interests (the seller).
 Customer solutions, not products: Customers want to buy value or a solution to their
problems.
 Customer cost, not price: Customers want to know the total cost of acquiring, using
and disposing of a product.
 Convenience, not place: Customers want products and services to be as convenient to
purchase as possible.

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 Communication, not promotion: Customers want two-way communication with the
companies that make the product.
Marketing tools for the strategies
Each of the four Ps has its own tools to contribute to the marketing mix:
 Product: variety, quality, design, features, brand name, packaging, services
 Price: list price, discounts, allowance, payment period, credit terms
 Place: channels, coverage, assortments, locations, inventory, transportation, logistics
 Promotion: advertising, personal selling, sales promotion, public relations

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Appendix II
Marketing Strategies using Instagram Stories
1. Show what makes your brand fun and relatable
All marketers know that social media engagement is important. It is one of the best ways to
develop trust from prospects. In addition, the more they trust you, the more likely they are to
become loyal customers. While all social media platforms are great avenues for driving
audience engagement and ultimately sales, Instagram is on a completely different level. Of
the 700 million users on Instagram, 500 million users are active on a daily basis. Instagram
also excels in terms of engagement. 68% of users regularly engage with brands on Instagram
while only 32% of users regularly engage with brands on Facebook. Because features like
Instagram Stories make it easy for brands to show themselves in a fun and interesting light. It
is easier than ever to humanize a brand. Tarte Cosmetics does this well. The brand regularly
travels to exotic places for photo shoots of new products or company bonding trips. And
when they travel, they bring their followers along on the adventure. From showing products
that they’ve staged for shoots in Bora Bora to showing team members on a mother/daughter
retreat in Hawaii, Tarte uses Instagram Stories to give followers insight into what it means to
be a “Tartlet.”
2. Take advantage of Instagram Stories features to interact with your audience
Instagram Stories give marketers a variety of ways to facilitate easy interaction with users.
With features like geographical location tagging, hashtags, polls, gifs, stickers, and more,
growing your following and facilitating brand engagement is simple. You just need a little
creativity. Features like hashtags and geotagging make it easy for users to find you based on
location and interest.

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Appendix III
Overview of Instagram
Instagram is a popular social mobile app that is focused on sharing images and video. For
companies, you can share your day-to-day happenings and behind-the-scenes moments of
running your business. Instagram is mostly about sharing your own content although you can
“regram” or repost other people’s images as well.
Instagram now offers business profiles, and you can easily convert your current personal
account to business in Settings on the mobile app. Setting up a business profile is
advantageous for company’s because you can include a direct way for people to reach you by
adding your phone number, email, or location. You can also access analytics to better
measure your Instagram marketing results.
When you set up your business profile, Instagram pulls some information directly from your
company’s Facebook page – both should be linked. This includes your business profile
category so if you need to change it, do so in the Settings of your Facebook Page. Double
check your business profile Contact button to make sure you’re providing the best way for
people to contact your company.
Posting to Instagram
You have several options for posting to Instagram.
1. Uploading square, vertical or horizontal photos or “regramming” from other people’s
accounts.
2. Uploading videos or “regramming” from other people’s accounts. Videos can be up to
60 seconds.

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3. Creating and publishing photos or videos for Instagram Stories.
Here are some specific ways to strengthen your Instagram presence:
 Filling out of Bio
 Establishing Key Messages
 Coming up with a look
 Peeling back the curtain
 Uploading of one image at a time

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Appendix IV
Comparison of Instagram with its contemporaries related to marketing strategy
Instagram Marketing Strategy

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Appendix V
Types of communication plan
Mandatory
This includes any communication that is required by your organization. There is no reason to
worry about these or debate their value. If they are required just create them. Examples
include:
 Project Status Reports and status meetings
 Meetings with steering committee
 Required reports to shareholders or your Board of Directors
 Government required reports, safety reports, audit reports, etc.
This information is “pushed” (sent directly to) to recipients.
Communication Management Plan

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Informational
This is information that you make available to people, but they need to take the initiative to
access it. You put this information in a place that people can access and you tell them that it
is there. However, it is up to them to seek out and review the information. Examples include:
 Awareness building sessions that people are invited to attend (these are not meant as
training – just to build awareness of the project)
 Project deliverables placed in a common repository, directory, website or library that
people can access
 Frequently-asked questions (FAQ)
This is referred to as "pull" communication since it requires the reader to take the initiative to
review the information.
Marketing
These communication events are designed to build buy-in and enthusiasm for the project and
the solution you are delivering. This communication is especially important if your project is
going to change how people do their jobs. These types of projects are culture change
initiatives. Examples include:
 Project newsletters with positive marketing spin
 Traveling road shows to various locations to explain the project and benefits
 Testimonials that describe how the project deliverables provided value

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 Contests with prizes to build excitement
 A count down until live date
 Project memorabilia with project name or image portrayed, such as pins, pencils,
cups, T-shirts, etc.
This type of communication is “pushed” to the readers.

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Appendix VI
Key Performance Indicators (KPIs)
Types of Key Performance Indicators
Key Performance Indicator (KPI) Definition
A Key Performance Indicator is a measurable value that demonstrates how effectively a
company is achieving key business objectives. Organizations use KPIs at multiple levels to
evaluate their success at reaching targets. High-level KPIs may focus on the overall
performance of the business, while low-level KPIs may focus on processes in departments
such as sales, marketing, HR, support and others.

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As an example, let it be said the objective is to increase sales revenue this year. You’re going
to call this your Sales Growth KPI. Here is how you might define the KPI:
 To increase sales revenue by 20% this year
 Achieving this target will allow the business to become profitable
 Progress will be measured as an increase in revenue measured in dollars spent
 By hiring additional sales staff, by promoting existing customers to buy more product
 The Chief Sales Officer is responsible for this metric
 Revenue will have increased by 20% this year
 Will be reviewed on a monthly basis
Writing of clear objectives for KPI
A KPI needs to be intimately connected with a key business objective. Not just a business
objective or something that someone in your organization might happen to think is important.
It needs to be integral to the organization’s success.
Otherwise, you are aiming for a target that fails to address a business outcome. That means
that, at best, you are working towards a goal that has no impact for your organization. At
worst, it will result in your business wasting time, money and other resources that would have
best been directed elsewhere. The key takeaway is this: KPIs need to be more than just
arbitrary numbers. They need to express something strategic about what your organization is
trying to do. You can (or should be able to) learn a lot about a company’s business model just
by looking at their KPIs. Without writing out a clear objective, all of this will be lost.

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Sharing KPI with Stakeholders
KPI is useless if it doesn’t get communicated properly. How are your employees – the people
tasked with carrying out your vision for the organization – supposed to follow through on
your goals if they don’t know what they are? Or perhaps worse: Not sharing your KPI risks
alienating and frustrating your employees and other stakeholders who are unable to see the
direction in which your organization is heading.
However, sharing your KPIs with your stakeholders is one thing (though even this is
something that too many organizations fail to do). More than that, though, they need to be
communicated in the right away.
KPIs need context to be effective. This can only be accomplished if you explain not just what
you are measuring, but why you are measuring it. Otherwise, they are just numbers on a
screen that have no meaning to you or your employees.
Explain to your employees why you are measuring what you’re measuring. Answer questions
about why you have decided on one KPI over another. And most important of all? Listen.
KPIs are not infallible. Nor will they necessarily be obvious to all involved. Listening to your
employees will help you identify where your organization’s underlying goals are not being
communicated properly
Say you are getting many questions about why profit is not a KPI for your company. It is a
reasonable belief for your employees to have. Making money is, after all, an essential part of
what any business does. However, maybe revenue is not the be all and end all for your
organization at a given time. Maybe you are looking to make major investments into research
and development or are on a major acquisition spree. Getting many questions like this is a
sign you need to do a better job of communicating your KPIs and the strategic goals behind

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them. In addition, who knows the employees might even give you some ideas on how to
improve your KPIs.

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Appendix VII
Budget for the Campaign plan
Campaign Plan Components
Effective marketing campaign plans require several elements that, together, paint a complete
picture of what the marketing team will execute with their IMC tools. These include the
following:
 Promotional mix: identify the marketing communication methods to be used
 Resource and budget requirements: outline the funding and other resources needed
to execute the plan and explain how the plan will use the available budget
 Tactics: identify the specific marketing communication tools and tactics to be used,
as well as the target audience for each
 Timing: clarify when each tactical step needs to take place, in order to meet the
campaign objectives
 Ownership: identify which team or team member is responsible for executing each
step
 Measurement: select the metrics to be tracked in order to gauge the campaign’s
impact, and explain how the data will be captured
Different organizations use different formats for compiling all of this information into a
campaign plan. The sample frameworks below provide useful examples of the types of
planning frameworks used by marketing departments.

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Sample Budget for Marketing