Strategic Communication Planning for Profit-Making Organizations

This paper discusses the use of social media campaigns as a strategic communication plan for profit-making organizations. It explores the operations, benefits, targeted audience, and objectives of the campaign.

Running head: STRATEGIC COMMUNICATION PLANNING 1
Strategic communication planning
Name
Institution

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Abstract
The term paper presented is about strategic communication plans used by the management body
of a profit-making organization to meet its marketing objectives. The identified communication
campaign which best fit most of the profit-making organizations is social media campaign.
Social media as one of the strategic communication plans has been preferred by most of the
managers and the marketing team from the various organization based on the changing
technology. One advantage of the campaign to the marketing department is that it reaches out to
a large number of users.
The paper further explores the campaign operations that are the activities involved in the whole
process of the social media campaign. Benefits related to the campaign, targeted audience and
the objectives of the chosen marketing campaign is comprised in the paper presented.

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Social media communication campaign
Introduction
The term social media campaign can be defined as a business coordinated effort in
marketing to reinforce their brand, services and type of products they offer to the market by
using latest social media platforms like Facebook, internet ads and other platforms. The social
media campaign is strategically focused with a measurable outcome thus impacts the
organization and influences the market trend on certain products. It lures many customers to
prefer certain products in the market thus following their marketing campaign since social media
platforms have got diversify users thus helps to promote the brand name (Castillo Mejilla,
Benedith Calero & Álvarez Salgado, 2015).
The previous similar campaign which was used by the organization to create awareness
about their products to the market was through product promotions and physical advertisement
by use of brand ambassadors.
Coca-Cola Company is one of the leading processing industry in the world market as it
produces soft drinks beverages to the market. In an attempt to reach out to a large number of
audience in the market, the management body and marketing department came up with social
media communication campaign strategies to promote their products in the market. The idea is
based on the large number of social media users which keeps growing daily due to technological
advancement.

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The reason for choosing social media campaign for marketing the company’s products and
services was triggered by different factors like increasing brand awareness in the market, to
improve search engine and ranking of the product, better customer satisfaction and the cost
involved. The identified reasons are discussed as follows in the context.
Increasing brand awareness. Social media campaign strategies in marketing the produced
company products and services aim at reaching out to a large number of audience thus helps to
increase brand awareness in the global market. Creating brand awareness is advantageous to the
marketing department of the organization in terms of sales volume as it attracts many customers
to prefer their products and services hence increases the sales volume which in return contributes
to the profitability of the firm (Đokić, 2016).
Enhances customer satisfaction. Social media campaign strategies in marketing will
enhance customer satisfaction due to technological update communication channel where
customer’s needs, queries and suggestions are responded to. This improves customer’s
satisfaction since the organization will focus on the suggestions and product designs made by the
customers thus shifts their production according to the taste and preference of their customers.
Therefore, attracts more customers to their products and keep the existing ones. Through
customers’ satisfaction, the company will be able to compete effectively in the competitive
global market (Fatmah, 2019).
Improve search engine ranking. This applies to the rating of the product by the users based
on their satisfaction level. Well-satisfied user will positively rank the product hence attracts the
attention of other users due to their positive. Search engines will enable social media users to
easily trace the website of the company to easily find the products information like prices,
quality and other services which are being offered by the same organization (Garcia, 2017).

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Cost-effective. One of the reasons for choosing social media campaign as a communication
strategy is due to its relatively low cost as compared to other marketing activities like roadshows
which are very costly to the management. The organization will not invest a lot of resources in a
social media campaign since it is technologically updated thus the use of ads and websites hence
no additional cost associated by the identified communication campaign (Jianzhong, 2015).
Objectives of the campaign
One of the main objectives of the campaign was to improve the relationship between the
customers and the organization. These objectives will help marketing and production department
to identify and work according to the taste and preferences of the customers (Kaska, Sławiński &
Świercz, 2017).
To increase the sales volumes of the company’s products and services was the second
objective of the campaign. Sales volume of the products will be achieved through creating
product awareness in the market by use of the identified campaign that is social media platforms.
With the increase in the sales volume, the profitability objective will be achieved as it is a
function of the sales volume (Klychova, et al., 2019).
The overarching message of the campaign
The overarching message of the campaign used in communication and marketing by the
organization is to create product awareness to the members of the public. Creation of public
awareness about the products and services the organization offers to the market concerned both
customers and competitors in the market.

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Operations of the campaign
Target audience
The targeted audience by the identified communication campaign thus according to the
set organizational marketing plan are the youths and middle age population since they often
access the internet to check on the trending issues in the market. Social media platforms are
believed to reach a large number of people that is the youth and middle-aged population since
they form part of the e-commerce business (Matsui, 2019).
Another group targeted by the campaign are the investors and shareholders. This is made
possible by the use of social media platforms like Facebook and tweeter as they can get
information about the organization they intend to invest in or partner with through such
platforms. The organization will be able to identify potential shareholders and investors who are
willing to partner with them by checking at their profiles and biographies (Matsuno, 2017,
September).
Effectiveness of the campaign
The factor for the success of the campaign that is social media communication strategies
have been identified as the access updated technological devices within the organization and the
quality of the product and services offered to the market.
Access to a large number of social media users enhanced the effectiveness of the campaign
in that the organization was able to reach out to many people in the market thus help in branding
the products and services offered. Due to a large number of audience, the organization was able
to attract more customers to their products which in return boosted the sales volume of the
company’s products and services (Mohamed, 2018).

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Use of updated communication technological facilitated the success of the campaign since
social media communication campaigns require updated technological devices for promotion and
marketing activities to effectively interact with the Facebook users by responding to their
inquiries and suggestion about the quality and design of the products offered to the market
(Silitonga & Alifahmi, 2017).
Persuasion strategies and tactics
In the implementation of the campaign strategies applied by the organization in the market,
communication has been identified as conducting promotional activities to the new customers in
the market like offering price discount to the customer. With price discount offered, most of the
social media users will be persuaded to prefer such products thus attracting more of the social
media users to prefer the company’s products (Szubert & Żemła, 2019).
Another tactic applied in the persuasion of social media use more Facebook by the
organization was to reward frequent users of the social media who are creating jam to the
organization’s website. Through rewarding frequent users, more users will prefer the products
due to the positive ratings by other clients who are satisfied with the products and services
(Vorobiev, 2018).
Evaluation of the campaign
Evaluation of the campaign is based on the impact of the campaign on the organization,
influence the social media users and also the cost-effectiveness of the campaign. Based on the
cost associated with the campaign, social media campaign required fewer resources to start and
manage since most of the work was done online which is less costly as compared to other
campaign programs (Zealand, 2016).

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The campaign impacted the operations of the organization positively in terms of the sales
volume. Due to a large number of customer turn out, the sales volume of the manufactured
products and other services offered by the organization increased with good percentage as
compared to the previous sales record.
To ensure the effectiveness of the campaign by the organization, the management should
hire qualified and technologically updated staffs to effectively handle and interact with the social
media users on behalf of the organization.

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