Lead and Manage Organizational Change: Fast Track Advertising Campaign

This report examines the development of an advertising campaign for Fast Track Couriers, a courier service operating in Sydney for 15 years. The report is divided into three tasks. Task 1 defines the campaign objectives, considering the organization's background, strategic goals of expansion, and human resource objectives, to identify opportunities and requirements for change. Task 2 focuses on preparing an advertising budget of $8 million, allocating funds across television, social media, radio, and newspapers, with justifications for each allocation based on target audience and media effectiveness. Task 3 develops an advertising schedule to reach the target audience effectively. The report aims to help the General Manager of Fast Track Couriers Pvt Ltd identify opportunities and requirements for change in the next financial year, considering market research, customer analysis, and employee motivation. The report provides a comprehensive analysis of the advertising campaign, offering insights into budget allocation, scheduling, and the strategic goals of the organization.

Running head: LEAD AND MANAGE ORGANIZATIONAL CHANGE
Lead and Manage Organizational Change
Name of the Student
Name of the Institute
Author Note

2LEAD AND MANAGE ORGANIZATIONAL CHANGE
Executive Summary
The report is aimed to look into the development of advertising campaign through the
preparation of 3 tasks. The first task would consider defining the campaign objectives to see how
the objectives would be met through clearly citing the background of the organization. Then
consider the factors which affect consumer behavior, followed by complying with the legal rules
and regulations that should be adhered to. The second task requires considering the preparation
of advertising budget which is required for the accomplishment of each objective, through
assessment of resource requirements, then assessing the resources required for the kind of media
options, creative and production services. This would be followed by relevant justifications for
the allocation of resources to each and every component the advertising campaign and make sure
that they are sufficient to achieve the primary objectives of the campaign. Then, the need to
ensure that the fully allocated budget meets requirements of the advertising brief. The budget
would be prepared by looking into the target audience, recognizing their age group, if they have
children and whether they live in the suburbs or in the city. This would be followed by analyzing
the customer profile with the kind of business the organization is in. Task 3 would require to
finalize the schedule of advertising, where a brief overview of the organization would be given,
the background would be provided and objective would be discussed. The organization
considered for the report is Fast Track Couriers Pvt Ltd.

3LEAD AND MANAGE ORGANIZATIONAL CHANGE
Table of Contents
Task 1: Define Campaign Objectives..............................................................................................4
Introduction..................................................................................................................................4
Background..................................................................................................................................5
Objectives....................................................................................................................................6
References....................................................................................................................................7
Task 2 – Preparation of advertising budget.....................................................................................8
Introduction..................................................................................................................................8
Background..................................................................................................................................9
Objectives..................................................................................................................................10
Budget........................................................................................................................................11
References..................................................................................................................................12
Task 3 – Developing an Advertising Schedule..............................................................................13
Introduction................................................................................................................................13
Background................................................................................................................................13
Objectives..................................................................................................................................14
Advertising Schedule for a 12 month period.............................................................................15
References..................................................................................................................................16
Cost Benefit Analysis....................................................................................................................17

4LEAD AND MANAGE ORGANIZATIONAL CHANGE
Task 1: Define Campaign Objectives
Introduction
Fast Track Couriers is a courier organization and the length of time the organization has
spent in the market is evident from the fact that they have been operating within Sydney for the
last 15 years. The business of Fast Track is just like any other courier service agency, related to
delivering of medium to large size parcels across the metropolitan city. This task aims to take
into consideration the objectives behind the creation of an advertising campaign and see how the
objectives would be met by creating an advertising campaign.
The strategic goals of the organization are of expansion of business in the metropolitan
area so that package deliveries ranging from medium to small help in increasing market share by
a fair margin, thus helping them to develop an coherent approach to distribution management,
utilize technologies like PDA devices and GPS and finally inspire and maintain a united and
well-motivated workforce. A fleet of trucks would require to get expanded by 8 trucks within the
financial year (Moriarty et al. 2014). There are certain human resource goals which would be
required to consider through bringing forth developments in a professional manner to achieve the
goals and promote perfect understanding of organization’s strategic goals in the first 3 months of
the financial year, get rid of the problems of industrial relations in the financial year and also
carry out negotiations with the different parties.
This task would co-relate the objectives of the organization with the advertising
campaign and citing the importance of advertising campaign. An advertising campaign is
prepared mainly to make people aware of the organizational goals and to make everyone aware
of how they are going ahead in order to achieve those goals.

5LEAD AND MANAGE ORGANIZATIONAL CHANGE
Background
Fast Track Couriers Pvt Ltd carries out the communication with the employees through
email for employees working in the main office premise through newsletter for drivers on a
monthly basis. The organization provides information related to the set of policies and
procedures through manuals that are kept in each of the trucks with driver manual (Novak-
Marcincin, Modrak and Okwiet 2012). The staff working in office can get all the information
through manuals kept in office premise. Drivers have always reacted negatively to any sort of
change and have resisted against the norm on previous occasions and even threatened to go on
strike.
The purpose of the advertising campaign objective would be to identify the opportunities
and requirements that need to be met for bringing in desired changes by looking into the strategic
goals, human resource goals and the operational goals. Advertising Campaign seeks to deliver
the right messages to the right set of customers (Parente and Strausbaugh-Hutchinson 2014).
They send out same messages by placing them in different types of media within the time
frames, which are fixed and defined specifically for each media. For this, the level of
competition which currently exists for Fast Track Couriers and the kind of opportunities that lie
for them for expansion would be taken into consideration. Being the change management
consultant, the advertising objectives would help the General Manager of Fast Track Couriers
Pvt Ltd ascertain the kind of opportunities that exist and the requirements for change in the next
financial year.

6LEAD AND MANAGE ORGANIZATIONAL CHANGE
Objectives
The objectives for the advertising campaign is to ascertain the opportunities which exist
for Fast Track Couriers Pvt Ltd and the need for change in the next financial year to meet those
requirements. The detailed objectives are mentioned below:
i) Fast Track has been operating in New South Wales since the last 15 years. So,
competition is bound to be there, so by carrying out proper market research of the
place where they can enter would help explore crucial opportunities.
ii) Before entering any new market segment, understanding the kind of customers
which exist in the region is important for any business to fetch the desired result.
iii) Analyze the income segment in which the customers belong (Tabriz 2016).
iv) Ascertain the age group of customers whom might help them expand their
business.
v) Head office employees are self-motivated, a change can be brought about in the
attitude of employees in other offices by giving them salary benefits, providing
them with insurance coverage and send out the message through the various
media outlets carrying the advertising message.

7LEAD AND MANAGE ORGANIZATIONAL CHANGE
References
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
2014. Advertising: Principles and practice. Pearson Australia.
Novak-Marcincin, J., Modrak, V. and Okwiet, B., 2012. Advertising Activity and its Importance
in Management on the Example OF SME's Enterprise. Romanian Statistical Review.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Tabriz, S., 2016. Business Plan of Rapido Deliveries.

8LEAD AND MANAGE ORGANIZATIONAL CHANGE
Task 2 – Preparation of advertising budget
Introduction
The purpose of this 2nd task is to prepare an advertising budget, which would be set up by Fast
Track Couriers for carrying out their advertising campaign in a successful manner. Advertising
Budget is the amount of money which an organization is willing to invest in different segments
of media to run the campaign (Nichols 2013).
Fast Track Couriers have been operating for the last fifteen years in Sydney and during
the time of establishment, certain policies and objectives were set up as usual. Now the company
intends to explore the opportunities which exist and the changes they need to bring about within
the organization. So the budget would be set up keeping in mind these objectives, which the
organization aims to achieve through the advertising campaign (Kireyev, Pauwels and Gupta
2016). Budget helps to keep a track of the expenses which a company is making in order to
frame the campaign and achieve the objectives through the campaign.
Budget for the advertising campaign by Fast Track Couriers would be ascertained
through the amount set aside from the actual budget for running the business. The important
thing for any organization would be to see that the budget ascertained do not exceed the expenses
incurred for carrying out the advertising campaign. Determining the right media would also
allow for determining the kind of expense they would have to incur.

9LEAD AND MANAGE ORGANIZATIONAL CHANGE
Background
The company, Fast Track Couriers Pvt Ltd has been carrying out their operations across
Sydney for the last 15 years and now they intend to look for opportunities, where they could seek
for expansion by targeting new customer segments and also wants to see if there is any need for
bringing in changes for the organization in the coming year (Moriarty et al.2014).
The management carries out their communications with the employees in head office
through emails and through printed newsletters for drivers. Necessary information related to
policies and procedures are sent out by way of manuals, which are kept in each of the trucks as
employee manuals. Now the management is considering to look for opportunities they can
explore in other regions and also take care of any change which needs to be brought about to
achieve their goal.
An advertising budget would depend on what kind of media would the company like to
use for the campaign, the cost of running an advertisement in each of the media by keeping in
mind the set amount and the amount they need to incur for carrying out any program or provide
incentive to motivate the drivers.

10LEAD AND MANAGE ORGANIZATIONAL CHANGE
Objectives
The objectives of the advertising budget which would be prepared by Fast Track Couriers Pty
Ltd:
i) To assess and be specific about the resources required for carrying the advertising campaign.
ii) Carry out an assessment of the resources required for the different media options where the
organization would run their advertisement.
iii) Determine the method of preparing the budget feasible for the organization, like Percentage
of Sales Method, Objective and Task Method or Affordable Method.
iv) Provide justification for the resources allocated for each aspect of the campaign and make
sure they are sufficient enough to fulfill the objectives (Reinartz and Saffert 2013).
v) Determine the target audience which Fast Track wants to reach out with their services for
ensuring increase in revenue
vi) All the related internal and external factors should be considered to take care of unforeseen
circumstances
vii) Certain amount should be set aside for development programs of the employees

11LEAD AND MANAGE ORGANIZATIONAL CHANGE
Budget
The expenditure on each component of the campaign against the budget provided
Budget for this campaign is $8 million dollar:
Channel Advantages Disadvantages Cost
Television Large Audience High Production Costs $3000000
Social Media High Engagment, Low
Cost
Time Specific $1000000
Radio Cost Effective Creates Distraction $2000000
Newspapers Large Audience Cluttering of Ads $2000000
Total - $8000000
Percentage allocation for each resource:
Channel Cost Percentage of the total budget
Television $3000000 37.5%
Social Media $1000000 12.5%
Radio $2000000 25%
Newspapers $2000000 25%
Total- $8000000

12LEAD AND MANAGE ORGANIZATIONAL CHANGE
References
Nichols, W., 2013. Advertising Analytics 2.0. Harvard Business Review, 91(3), pp.60-68.
Kireyev, P., Pauwels, K. and Gupta, S., 2016. Do display ads influence search? Attribution and
dynamics in online advertising. International Journal of Research in Marketing, 33(3), pp.475-
490.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
2014. Advertising: Principles and practice. Pearson Australia.
Reinartz, W. and Saffert, P., 2013. Creativity in advertising: When it works and when it
doesn’t. Harvard Business Review, 91(6), pp.106-111.

13LEAD AND MANAGE ORGANIZATIONAL CHANGE
Task 3 – Developing an Advertising Schedule
Introduction
The purpose of this 3rd Task is to develop an advertising schedule for Fast Track Couriers
who has been operating in Sydney for the last 15 years. The company wants to seek for
opportunities and bring in necessary changes within the organization as per requirement. The
tasks 1 and 2 have dealt with the objectives of advertising campaign and preparation of
advertising budget, through which a clear idea has been developed as to how the organization has
planned to launch the campaign through various mediums (Eldering et al. 2014).
Now, the requirement is to find a proper scheduling of the advertisement in different
mediums to find the right audience and send out the right message through them. Advertising
Schedule is a way of measuring how the advertisements would be run, for what duration and in
what time they run (Kodialam et al. 2012).
Background
Fast Track Couriers, the courier company has been operating in Sydney for the last 15
years and the management wants to seek for opportunities and also wants to ensure if any change
is required to achieve the organizational objectives (Napoli 2012). The first two tasks have
determined the objectives of the campaign and prepared the advertising budget, now the budget
prepared through allocation of specific amounts for each medium would be monitored to see
which medium performs the best.

14LEAD AND MANAGE ORGANIZATIONAL CHANGE
Objectives:
The objectives of advertising scheduling are as follows:
i) To get maximum out of the message, Fast Track Couriers is trying to convey to their
customers.
ii) Scheduling of advertisements helps in segregating the target customers as per the demands
(Kelley, Sheehan and Jugenheimer 2015).
iii) The areas where people are more engaged in reading newspapers, advertisements for those
regions would be covered through specific newspapers (Curd et al. 2017).
iv) Viewership of specific programs in televisions would help put the advertisements in between,
to attract maximum viewership and attention.
v) Social Media Channels can be appropriate medium for people of specific age groups, in
particular time duration to get the interest of the customers in Fast Track Pty Ltd courier’s
company’s advertisements (Van Datta and Poulin 2015).

15LEAD AND MANAGE ORGANIZATIONAL CHANGE
Advertising Schedule for a 12 month period :
Media Distribution Month Monitoring
1 2 3 4 5 6 7 8 9 10 11 12
Television Pictures and
Message
Customer
feedback
survey via
email
Social Media Pictures, Get Likes
and Shares
Radio Service Details
Newspapers Advertising
Message Pictures
with Tagline
References
Eldering, C.A., Flickinger, G.C., Schlack, J.A. and Blasko, J.P., Prime Research Alliance E.,
Inc., 2014. Queue based advertisement scheduling and sales. U.S. Patent 8,789,091.

16LEAD AND MANAGE ORGANIZATIONAL CHANGE
Kodialam, M.S., Lakshman, T.V. and Mukherjee, S., Alcatel Lucent, 2012. Advertisement
scheduling in a packet-based media-delivery system. U.S. Patent 8,250,600.
Napoli, P.M., 2012. Audience economics: Media institutions and the audience marketplace.
Columbia University Press.
Kelley, L., Sheehan, K. and Jugenheimer, D.W., 2015. Advertising media planning: a brand
management approach. Routledge.
Curd, I., Kilday, I. and Atkin, R., Iheartmedia Management Services, Inc., 2017. Maximizing
advertising performance. U.S. Patent 9,727,878.
Van Datta, G. and Poulin, M., Sony Computer Entertainment America Llc, 2015. Display of user
selected advertising content in a digital environment. U.S. Patent 9,129,301.

17LEAD AND MANAGE ORGANIZATIONAL CHANGE
Cost Benefit Analysis
Cost Benefit Analysis is a systematic approach of estimating the strengths and weaknesses of
alternative. This helps in determining options that provide the best approach to get benefits,
while trying to preserve savings.
The change which the organization is seeking will require expenses of $8 million dollars, as per
budget ascertained. The expenses would only be covered up if the company can target the right
customers who would be able to avail their services and provide them the desired revenue so as
to let them cover their costs.