MCOM4040 - Addison Lee's Marketing Communication Plan, Autumn 2017

This report outlines a communication plan for Addison Lee, focusing on marketing strategies to increase business by 3% by targeting a younger demographic. It examines the promotional mix theory and its application in selecting the appropriate marketing channels and identifying the target audience. The plan utilizes direct selling as the chosen channel and emphasizes a key message of being the best hiring service provider in the UK. The AIDA marketing theory is applied to explain the promotion and key message, focusing on attracting attention, generating interest, creating desire, and prompting action. Feedback collection methods are also described to gauge the effectiveness of the services provided. This document is available on Desklib, a platform offering a range of study tools and resources for students.

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Communication Plan
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Introduction
In this research it will examine on the communication plan of Addison Lee organization.
Additionally, the research will provide a visual illustration of a poster which is provided by texts
and images on the communication plan.
Part one
Communication plan:

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Part two
1. Explanation of promotional mix theory.
The promotion mix is amongst the fourthly Ps of the marketing mix. It consist of the public
relations, advertising, sales promotion in addition to the personal selling. In marketing the
promotional mix theory describes the blend of the promotional variables which are chosen by the
marketers in order to keep the company reach their goals (Eisenhauer and Clark, 2016). This has
been regarded as the subset of the marketing mix. It is believed that there is certainly an optimal
way for allocating the budgets for the numerous elements within the promotional mix in order to
achieve best marketing results, and the challenge for the marketers would be to highlight the
right mix of them.
How promotional mix theory was used to decide selection.
Addison Lee used the promotional mix theory in opt for the selection via identifying the target
market. The segment of individual which needs and would benefit from the product or the
services is the target market (Eisenhauer and Clark, 2016). The usage of the promotional mix
helps recognize the individual’s attitudes along with the behaviors which help to design the best
message and select the right way to reach them.
Description of target audience and response sought.
The target audience that the organization is intending to market is the younger generation
which are aged between 16-25 years of age. This group of individual wants the best hire
services and at the same time cheap. The organization has sought this group of individuals
since the number of the younger individuals is high. When the organization target these
individuals they will be able to tape a large market share in UK.

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2. Outline of chosen channel and justification.
The channel which the organization will utilize is the direct selling. This method entails
marketing of the services directly to the consumers, in any particular location away from the
retail premises. This channel is effective is most effective since it entails through face to face
manner either where the products are demonstrated to the persons or to the group. This
marketing channel has set the practices which is necessary to delivery of the services to the
consumers. The organization will be able to reach the end user through utilizing more than
one channel. Additionally, they will be able to reach the consumer through the direct market
such as use of the website which will help reach the consumers.
3. Communication key message.
The communication key message highlights all the services down the road the organization is
executing in their communication plan. The communication plan helps the organization to
stay on track and make sure they are communicating the right things to the right individual.
The messages permeate all communications to enable the organization to attract a lot of the
attention from the decision makers (Reid etl., 2015). The key message communicate what the
organization is doing and why they are doing that. Additionally, it communicate what would
be different and fit all the objectives. The key message for the organization is to be the best
hiring service provider in UK (Nazari, 2016). The company intends to provide various hiring
services as well as promotion to the younger individuals.
4. Use of AIDA marketing theory to explain promotion and key message.
AIDA stands for Attention, Interest, Desire and Action.
Attention

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This is also regarded as the awareness. It is assumed that individuals would find the services
as interesting as the customer does (Lando, 2014). To attract the attention of the customer,
the best approach would be disruption. This technique jars the consumers in playing the
attention.
Interest
When the organization has the attention of the customers, it is important to keep it. The
organization can get information across through provision of the promotion to the customers.
Desire
When the organization has grabbed the customer attention and they have kept it is important
to create their desire.
The organization has provided the key message which is relevant to the prospect of what the
organization desires to undertake.
Action
In case the consumers are at this point with Addison Lee there is one job that is required to
be done and that is closing the sale (Haynes, 2015). The organization at this point has
demonstrated the services to the clients and convinced them as well as provided the best
promotion facilities to them such as off peak fare.
5. Explanation how feedback will be collected.
Addison Lee will utilize reach out directly to collect the feedback. When the organization
provides the services to the customers they could ask them to rate their services to enable them
gauge the level of the services they are providing to the clients (Haynes, 2015).

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Conclusion
In this research it has provided the communication plan for Addison Lee organization. The
organization intends to grow the car services to the business by 3% through targeting the
younger demographic.

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References
Eisenhauer, B.M. and Clark, S., 2016. MCCCF Intern Communication Plan.
Haynes, K.R., 2015. River City Tile Company: External Communication Plan. MacEwan
University Student eJournal, 2(1).
Lando, A.L., 2014. The critical role of crisis communication plan in corporations' crises
preparedness and management. Global Media Journal, 7(1), p.5.
Nazari, A., 2016. Developing a Social Media Communication Plan. In Strategic Integration of
Social Media into Project Management Practice (pp. 194-217). IGI Global.
Reid, S.B., MacDonald, C.P., Alrick, D.M., Veneziano, D., Koon, L., Pryor, D. and Ginn, D.,
2015. Communication Plan for Windblown Dust (No. FHWA‐AZ‐15‐723).