BMM5562 Marketing Communications Plan: Cause Marketing for Brands

This presentation provides a comprehensive marketing communications plan focused on cause marketing for a selected brand. It includes a brand audit outlining the purpose, mission, values, target audience, and market position of the brand. The presentation proposes a cause campaign aligned with a chosen charity, emphasizing its relation to the brand's corporate social responsibility (CSR) and belief-led buying. It identifies the target audience and stakeholders through persona profiles and details a media mix plan based on audience media behavior, reach, and frequency. The plan also covers conversion goals, marketing communications mix, market analysis, media objectives, campaign management proposals, and a production schedule. Essential research sources on brand and cause marketing are referenced to support the plan's strategies.

Cover slide – Team name-
logo / MC plan brand title
and campaign logo

Team introduction – names / roles

60 second cause marketing campaign pitch – overview of
rationale – ‘SELL IT TO US’
 A marketing campaign pitch permits
the company to have new marketing
thoughts for the product in an artistic
way with the aim of keeping the
customers satisfied and happy which
will directly affect the brand image
of the company in the market.

Slide 4: Brand audit – purpose / mission / values / target
audience / market position – competitive advantage
 Purpose- The main purpose of Tesco is to serve the customers and community better in order to
make a better planet.
 Mission- The mission of the chosen company is to be the best for its customers and also to make
better profits. The mission of the company is to provide the best quality products and experience to
its customers with the help of various products of the company.
 Values- The value is to move forward in faith and keeping its promises in order to make
commitments with the customers. The main value is to be free from any type of discrimination for
all, respect for other people, and come together as a team in the market in order to shape a better
future to make the planet greener.

Slide 5: Cause campaign proposal / associated charity (if applying) issues
and relation to your brand – a reference to CSR and belief-led buying
Tesco Campaign Proposal
‘SELL IT TO US’
 Marketing helps in widening the market
by bringing the attraction of the
customers as it will bring more
opportunities and possibilities of selling
of products. That is why this campaign
proposal outlines the plan and a way to
find the path towards the results.

MC Target audience and stakeholders – visualise with persona profiles?
Media Mix plan
 It refers to the combination of various communication channels which are used for the purpose of
advertising of the company.
Conversion goals
 Under this, the new audience will be motivated and encouraged to buy the products so that they
can be converted into customers.

Marketing Communications Mix plan
There are several components of marketing communication which are explained below-
 Advertising- Advertising can be defined as a method under which the amount is paid for the sake
of spreading awareness about the customers regarding the goods and services of the organization
to eradicate the social issues. That can be done with the help of various modes such as television,
radio, print media, online websites, content marketing, and many others. It is considered to be the
most widely used method of the communication mix that can be communicated in an easy manner
to cover the target audience of the market.

Media Mix plan – built on audience media behaviour / reach and frequency
Market Analysis
 Under this step, the chosen company can find out the target audience on the different factors such
as gender, income, occupation, age, and many others. This analysis will save the cost in order to
choose the best media option available for the advertisement.
Setting up Media objectives
 The company makes sure about the objective and goal so that message can be circulated to
maximum customers aiming to fulfill the social cause.

Campaign management proposals
Production schedule
 It is defined as a plan which further
helps in dividing all the production
activities, for example, investment,
labor, procuring input goods for a
specific time period in a proper
sequential manner which is explained
below-

Reference-links to essential research sources on brand and
cause – Not text book theory
 Shaw, C., 2018. The Campaign Plan. In The Campaign Manager (pp. 341-347). Routledge.
 Folta, S.C., Koch-Weser, S., Tanskey, L.A., Economos, C.D., Must, A., Whitney, C., Wright, C.M.
and Goldberg, J.P., 2018. Branding a school-based campaign combining healthy eating and eco-
friendliness. Journal of nutrition education and behavior, 50(2), pp.180-189.
 Van Esler, M., 2021. In plain sight: Online TV Interfaces as branding. Television & New
Media, 22(7), pp.727-742.
 Xu, M., Wang, P., Sun, S., Gao, L., Sun, L., Zhang, L., Zhang, J., Wang, S. and Liang, X., 2020.
Smart strategies to overcome tumor hypoxia toward the enhancement of cancer
therapy. Nanoscale, 12(42), pp.21519-21533.
 Polido, A., Pires, S.M., Rodrigues, C. and Teles, F., 2019. Sustainable development discourse in
smart specialization strategies. Journal of Cleaner Production, 240, p.118224.