Digital Marketing Communications Campaign Portfolio and Reflective Summary

This report discusses the integrated marketing communication strategy used by Enterprise rent-a-car to promote their brand and products. It covers the AIDA model, campaign objectives, measurement of success, campaign plan, and communication tools such as Facebook, Instagram, Twitter, YouTube, and website. The report also reflects on the challenges and achievements of the campaign.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
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Contents
Introduction 1
AIDA Model p
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p
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Introduction
Integration marketing communication is the process which refers to integrating the all
methods for doing the brand promotion and promoting their particular product and services
for the target customers (Blakeman, 2018). It is the multi- disciplinary fields which combine
the traditional and new and digital marketing strategy within the large context for the
company aim. In this report Enterprise rent-a-car is a company which provide rent car for the
customers and it was founded in 1957 and they operate their business in 10,000 branches
international, so they need to promote their brand by using social media platforms and define
the refection of their camping s and researcher.
AIDA Model
This models is related to the marketing framework which is used by the company to
market their product and services widely to attract the large number of customers, along with
company can scale the AIDA model for various needs such as e-newsletters, copy writing
and many more (Juska, 2021). They breakdown the customer purchase process into four
stages which are given below:
 Attentions- The main target of the Enterprise rent- a-car company is attracting the
large number of audience and try to create awareness of their brand, they can use
good pick up lines when the writing the emails subject line or article headlines. They
can ask the questions to encourage the response of the customers.
 Interest- The main motive of company is drive the interest by connecting with their
readers, they need to assure that the are able to attract the audience and create the
attention, so thy need to write properly and carefully which is like by the customer it
is the great way to connect with their readers. Company need to focus that they
demonstrating the deep understanding of their customers.
 Desire- It helps to generate the desire by explaining what they get out of it. Company
need to tell them that what they offer to their customers and what benefits they can
give and how they will make their life easier they have to mention this thing to
increase their credibility and they have to highlights their uniqueness.
 Actions- Lastly move their refer to take actions, they want to assure that it reduce the
frictions for offering the value-adds and outline the clear new steps the each to follow.
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Campaign objectives
The main objectives of campaigns is attract the large number of customers that helps to
increase their productivity and sales (Twum and Yalley, 2021). Camping helps to measure
the success of the company and the have some common goals such as increasing the revenue,
improving the brand image, generating leads, engaging the abidance, making sales and many
more, establish the goals support the company to crate batter visions, along with campaigns
helps to know the demand of their products. Along with campaign need huge investment but
helps them to build the good relation between the customers.
Measurement of success
If Entrepreneur rent-a-car company want to measure their success, then KPI ( Key
performance indicators) is the best methods, it helps to measure the vale and demonstrate that
how effectively company achieve their key business goals. KPI is a indicators which helps
the company to measure their outcomes and make their strategy accordingly. Although they
can also conduct online survey to measure their success and it takes less time to compare
other technique or tools. Along with they can analyses or compare their previous year sales
and profit.
Campaign plan
The main plan of campaign is attract the large number of customers and provide information
which is related to their product and services by using different techniques and tools to
market their products (Mohamad Nizam, 2022). Entrepreneur rent-a-car company need to set
camping plan for doing the short-term integrates communication plans which helps to
generate the sales and build the brand image. The main purpose of this camping is engage
large number of audience. Along with they can sue social media platform to promote their
brand and introduce their product and services.
Communication 1: Facebook
Facebook is a grate platform to connect with their customers and promote their brand,
Entrepreneur rent-a-car company use this site to attract the customer by posting their
incorporate videos or post. It is the online social networking websites where they can create
their profiles to share the information which is related to their products and services.
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Communication 2: Instagram
Instagram is very popular now a days mostly youngsters are using this app, it is the photo and
video sharing social media application, Entrepreneur rent-a-car use this app to promote their
product and services, they can make short videos and post on Instagram and it doesn't require
huge investment (Rėklaitis and Pilelienė, 2019).
Communication 3: Twitter
Twitter is very useful tools, company can use this platform to increasing their sales, improve
their customer service and boost their brand. They can provide daily updates to their
customers and also take opinion to what changes they require to develop their products.
Communication 4: YouTube
YouTube is the second largest search engine,and they can allow the marketers to present their
content to attract the customers (Ganjre, 2019). They can create videos and uploading them
on you tube to promote their brand or products which helps to gain more exposure. Along
with it helps the company to boost their traffic and customer base.
Communication 5: Website
Online website is a grate platform to promote their company, it can provide many facilities
such as online presence 24/7 and helps to sell their product and services-to their customers at
any time, customer are able to book rent-a-car online along with business website support the
company to reflect their identity (Loura, 2018).
Reflection on Campaign
This main objective of this campaign is to utilized all the above mention
communication tools, so that company can research to its potential customers and convey
them about the services and product offering. This advertising campaigns assist the company
and their employees to determine the most effective methods and techniques for promoting
their goods and services. This camping need to analyzing the processes whether they selling
product and services and advertise their brand offline or online. Before developing this
Campinas, they need to notice their resent company role in the market and decide accordingly
to make their campaign strategy (Widyana Febriyanti Raharja, 2021). Along with
Entrepreneur rent-a-car company need to requires the information of their target plan which
is beneficial to attracting the large number of customers and include the demographic and the
geographical locations. They need to assure the main purpose of the advertising campaign
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before planning the make it. They have to develop the SMART objectives for the campaigns.
They can conduct market research to create the awareness for the target market and provide
information about the services and products where they most likely to make their purchases.
After getting the information they can used to determining the suitable advertising medium.
Second thing they need to decide the time to launching the advertising the campaigns for
maximize their profitability and note the all necessary knowledge and information to
undertaking this campaigns. Along with the need to focus on that what tools and techniques
they use to promote their campaigns before they lunch.
Execution of marketing campaigns
After making the campaign plan now they have to execute the marketing campaigns which
involves the creations of measurable objectives for this campaigns, along with it enables the
Entrepreneur rent-a-car have to take decisions on that what promotional tools and techniques
they used to generate the maximum returns and assist the planning the campaigns to achieve
their objectives (Waters, Chen and Gomez-Barris, 2021). They need ensures that they avoid
unnecessary spending on inefficient advertising platforms. They have to focus that they
advertise the information into a clear and straightforward messages, so that customer are able
to understanding their objectives. Along with they can use social media platform to promote
their campaign, because social media platform is famous now a days and its does not need
huge investment to market their products. They can post videos and photos on social media
platform to attract the large the number of customers, along with they can hire celebrate and
famous You Tubers to who provide information related to their campaign and people are
more convenience this statement. Although they can provide many offers and discounts to
their users to evaluating the achieved by the movement.
Challenges of market campaigns
Entrepreneur rent-a-car have to faced difficulty to excess the customer data for observing the
coupled with the limited time to make the conservation. Along with they need to require the
active collaboration on their team to compete their task on time. They need focus on they are
not mentions those which heart the public emotions. After developing the creative marketing
campaign, they want to test the functionality of the innovative campaign and they face
problem to not getting the enough time to test the campaigns errors which they need to
correct. Although it face problem to create the brand- specific creative marketing platform for
across the channels they use (Bosah, 2022).
Achievements of the creative marketing advertisement
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Innovative marketing techniques helps the company to create the brand awareness and
promote the by products by using the high creative and innovative adverts to make more
acceptance among the customers. By using this campaign Entrepreneur rent-a-car are able to
expand their market share and increase their productivity. It is crucial for creating the
awareness of company brand or products which support the company to achieve their goals
effectively and efficiently. They create, Twitter, Instagram or Facebook accounts to promote
there campaigns and also use this platform to measure the success. They conduct online
survey to knowing the reviews or feedback of the customers. This survey support the
company to make their strategy planning.
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Conclusion
In this report it discuss the integrated marketing communication, it helps the company
to promote their brand and provide information which is related to the product and services.
Social media platform is very beneficial to adverting their brand and products and it does not
take huge investment. In this report it discuss the AIDA model, which is related to four stages
such as attention, interest, desire and actions all stages are necessary to attract the customers.
Along with it discuss that how social media platform helps the company to promote their
brand and how they measure their successes. An give the reflection of this integrate
marketing communication strategy.
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References
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a
digital world. Routledge.
Twum, K.K. and Yalley, A.A., 2021. Green Integrated Marketing Communication. In Green
Marketing in Emerging Markets (pp. 117-144). Palgrave Macmillan, Cham.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Organizacijø Vadyba: Sisteminiai Tyrimai, (81), pp.73-86.
Ganjre, K., 2019. A Study on Essence of Integrated Marketing Communication (IMC) for
Organisations in Indian Context. NOLEGEIN-Journal of Advertising and Brand
Management, 2(1), pp.1-9.
Widyana Febriyanti Raharja, W., 2021. Penerapan Integrated Marketing Communication
pada Produk XL PT Komunika Mitra Pratama Kantor Monjali (Doctoral dissertation,
Universitas Teknologi Yogyakarta).
Bosah, G., 2022. Green Integrated Marketing Communications. In Green Marketing in
Emerging Economies (pp. 19-41). Palgrave Macmillan, Cham.
Waters, R.D., Chen, Z.F. and Gomez-Barris, L., 2021. Rethinking Campaign Management to
Include a “SMART+ IE” Mindset. In Public Relations for Social Responsibility (pp. 137-
147). Emerald Publishing Limited.
Loura, I., 2018. 5Ps: A Conceptual Framework for Digital Marketing Campaign. ASBM
Journal of Management, 11(2), pp.65-77.
Mohamad Nizam, N.F., 2022. Creating awareness about pet dumping as one of animal abuse
through advertising campaign (Doctoral dissertation, Universiti Teknologi Mara, Melaka).
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