BMP4004: Digital Marketing Campaign Portfolio for Enterprise Cars

This portfolio presents a digital marketing campaign for Enterprise Cars, developed as part of the BMP4004 Contemporary Issues in Marketing module. The campaign focuses on promoting products and services through digital tools over a four-week period, with objectives including increasing sales, ...Read More

Title
22 November 2019
BMP 4004 Contemporary Issues in Marketing
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BMP4004
Introduction
• Digital communication is the method of promoting good and offerings
through use of digital methods or techniques.
• This includes the usage of tools and techniques like social media, blogs,
webpages etc.
• All these communicative methods have their own way of
communication and covers different target audience.

BMP4004
Campaign title: Promotion of products and
services through use of digital tools portfolio
Campaign objectives:
 To promote products and services for improving recognition in larger area
 To improve sales by 20% within next 4 weeks of time period
 To increase customer base by 10% within next 4 weeks of time period
 To gain competitive edge in market through attraction of new potential consumers
Campaign measures of success:
• To compare with benchmarks
• Through ascertainment of consumer feedbacks and survey
• Market analysis to ascertain views of competitors
• To compare sales figure of each week with similar time period of older months
• Through ascertainment of supplier’s feedback

BMP4004
Campaign plan
Communication tools Week 1 Week 2 Week 3 Week 4
Communication 1: Facebook Content post over
Facebook page of
Enterprise cars
related to products
offering
Tuesday June 1,
2021
Content post on
Facebook page of
Enterprise cars
about features,
safety, views of
suppliers and place
of offerings.
Monday June 7,
2021
Video post on the
Facebook page of
Enterprise cars with
celebrity about their
quality and
services.
Monday June 14,
2021
Information post on
Facebook page of
enterprise car about
pricing of different
models along with
discount and
special offers.
Monday June 21,
2021

BMP4004
Continue
Communication 2: Printed
Poster
Posters distributed to all
suppliers for further
dissemination of information
about offerings to consumers
and other associated parties.
Tuesday June 1, 2021
Posters distribution to all local
dealers to enterprise cars for
dissemination of information
about specific offers and
discounts.
Monday June 7, 2021
Distribution of posters along
with newspapers in all local
areas at national level to reach
consumers at direct level.
Monday June 14, 2021
Hiring of agency to promote
about the posters and their
distribution in between locals
who have courage and interest
in buying cars.
Monday June 21, 2021
Communication 3: Blog Articles Writing of blog on product
offerings and posted over all
Automobile sites.
Tuesday June 1, 2021
Writing of blog on special
features, safety, services and
quality to post on its own official
webpage.
Monday June 7, 2021
Writing of blog with the interview
of celebrity about the comfort of
cars and posted on all different
accessible websites.
Monday June 14, 2021
Writing of blog with consumer’s
feedbacks and quality data to
promote about the authenticity of
organisational image and posted
over original webpage of an
organisation.
Monday June 21, 2021

BMP4004
Continue
Communication 4:
Briefing Event
Event organise at
head office.
Tuesday June 1,
2021
Event organise at
dealer’s office.
Monday June 7,
2021
Public event with
media coverage.
Monday June 14,
2021
Event to introduce
new products along
with explanation
about their features.
Monday June 21,
2021
Communication 5:
Webpage
To introduce about
products at one click.
Tuesday June 1, 2021
Option to compare
products with each
other.
Monday June 7, 2021
Analysis of price and
offers.
Monday June 14,
2021
Online purchase and
selling.
Monday June 21,
2021

BMP4004
Communication 1: Facebook
• This is used to communicate with consumers whom are active on social
media platform like Facebook.
• The digital promotional campaign is of 4 weeks, where four different
strategies going to be used for building communication with consumers.
• These strategies are inspired of the AIDA model, where on weekly basis
focused to fulfil one criterion i.e. awareness, interest, desire and action.

BMP4004
Communication 2: Printed Poster
• This is second medium of communication under campaign to reach
towards local through offline mode.
• The major reason behind including of this method is to improve
knowledge of all associated parties along with locals about offerings
and their special features.
• This covers all suppliers, dealers and locals.

BMP4004
Communication 3: Blog Articles
• This is the third medium of communication under the campaign that
help in promotion of products and services of Enterprise cars along with
persuading the behaviour of consumers towards their offerings.
• This has main purpose of target the business audience whom are
engaging over blogs and wants detail information.

BMP4004
Communication 4: Briefing Event
• This is the fourth communication strategy under the campaign that has
the target audience of local with wide coverage area.
• This includes the usage of media coverage and events at all different
locations for the dissemination of information about offerings including
the new potential offerings.

BMP4004
Communication 5: Webpage
• This is the fifth and last communication method under the campaign for
the purpose of persuading behaviour of consumers and promoting
current offerings of an organisation.
• This includes the use of official webpage for the presentation of
different information for satisfaction of each different criterion of AIDA
model i.e. awareness, interest, desire and action.

BMP4004
Reflection on campaign
Facebook: There are different advantages of using Facebook within contemporary marketing including it
is a low cost marketing strategy
Twitter: This is an important tool of communication because it helps an organisation in easily promoting
of their brand within a marketplace and to customers.
Printed posters: This tool of the communication is also important for an organisation in promoting of its
products or services through marketing campaign
Briefing events: This is essential tool of communication that helps Enterprise Cars in communicating of
accurate information about their products and services to the customers
Webpage: This tool of communication is useful and beneficial for Enterprise Cars because it will help
them in attracting of larger customer within single time.

BMP4004
Conclusion
• It has been concluded from the overall presentation that there is huge contribution of
digital platforms and communications methods in promotion of products and services.
• The usage of promotional campaign of four weeks by Enterprise cars depicts that it is
effective in direction of covering all different target audience and disseminating
information among all that what are the offerings of an organisation and what special
features they carry.

BMP4004
References
Guggenmos, R. and Bennett, G.B., 2021. The effects of company image and communication platform
alignment on investor information processing. Available at SSRN 2650169.
Wijaya, A. and Sisca, E.C., Effectiveness and Challenges of Social Media Marketing. Management. 79(79).
p.8.
Gómez-Carrasco, P., Guillamón-Saorín, E. and Garcia Osma, B., 2021. Stakeholders versus firm
communication in social media: the case of Twitter and corporate social responsibility
information. European Accounting Review. 30(1). pp.31-62.
Deacon, D., Pickering, M., Murdock, G. and Golding, P., 2021. Researching communications: A practical
guide to methods in media and cultural analysis. Bloomsbury Publishing USA.