BSc BMP4004: Enterprise Cars Digital Marketing Communications Campaign

This portfolio presents a digital marketing communications campaign designed for Enterprise Rent-A-Car, focusing on promoting their services through various digital channels. The campaign utilizes the AIDA model (Awareness, Interest, Desire, Action) and incorporates platforms like Facebook, Instagram, Twitter, YouTube, and the company website. Each communication channel is strategically employed to create awareness, generate interest, stimulate desire, and drive action among potential customers. The portfolio includes examples of digital communications such as social media posts and website content. A reflective summary discusses the importance of digital marketing tools and their application in achieving campaign objectives, highlighting the use of mobile access, expansion capabilities, interactivity, and affordability in contemporary marketing. Examples from Tesco, Marks & Spencer, and Dove are used to illustrate the broader application of digital marketing strategies.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
Name:
ID:
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Contents
Introduction 3
Campaign objectives 3
Measurement of success 3
Campaign plan 4
Communication 1: Facebook 4
Communication 2: Instagram 5
Communication 3: Twitter 5
Communication 4: YouTube 5
Communication 5: Website 6
Reflection on Campaign 6
Conclusion 9
References 10
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Introduction
Marketing can be defined as the activity of buying and selling of products and
services within or outside the domestic boundaries of the country. Buying and selling
of products at the desired price is not an easy task and involves various issues which
are required to be solved by the marketers in order to maximize their profitability
(Costello, 2020). Enterprise Rent-A-Car is an organization in UK that arranges and
gives cars on rent to the citizens. People who want the car for a short duration are
able to hire from this entity. This report contains the objectives, success
measurement, campaign plans and the role played by social sites in making it a
success.
Campaign objectives
Every entity works to achieve certain goals and objectives. Several market
campaigns are organized by companies to popularize the organization as well as the
products and services rendered by the same (Silver, 2019). Enterprise Rent-A-Car
organized campaigns to make people know about the services they provide. Some
other objectives are as follows: Identifying Needs – The prime goal of the campaign organized by Enterprise
Rent-A-Car was to identify the needs of their customers so that they can
serve them better. Popularize – For any entity to be successful, it is important that the people
are aware about the organization and its working (Bargenda, 2019).
Enterprise Rent-A-Car displays cars and banners in the campaigns in order to
do so. Increase in Services Rendered – The interest so created will help Enterprise
Rent-A-Car to enhance the services rendered by them.
 Interest and Desire – When Enterprise Rent-A-Car is popular among the
people, it creates an interest and desire among them to use the services
provided by the entity.
Measurement of success
When the goals and objectives are achieved by the entity within a reasonable
time, the enterprise is considered to be quite successful. Enterprise Rent-A-Car is a
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small entity yet a successful one. The entity measures its success with the help of
following measures:
 Enterprise Rent-A-Car set small short term goals and achieve the same. The
entity compares the time in which it completed the goal with the previous one
and helps in measuring progress.
 Success of campaigns and other events organized by the entity help to
measure the success.
 Success of accounts on social media such as Twitter, Facebook, Instagram,
etc., helps in measuring success. The more people are engaged, the more
chances are there for the business of being successful.
Campaign plan
Plan can be defined as a detailed proposal which is designed in such a
manner so as to achieve the desired goal or objective. Planning is very important
and helpful in achieving the aim. Achievement of goal is a process which contains
various steps and planning is one among them (Amjad, Rani and Sa'atar, 2020).
Enterprise Rent-A-Car designs a campaign plan in such a manner which helps the
entity to achieve the objectives such as raising of funds. These campaigns enables
them to attract customers and enhance their profits to make their organization
successful. Such campaigns can be set up on online platforms too to create a large
audience (Egbuna and Et. Al., 2018). In order to make these campaigns successful,
entity need to develop plans for the same.
Communication 1: Facebook Awareness – Facebook helps Enterprise Rent-A-Car to make people aware
about the services they render. Enterprise Rent-A-Car uses the stories feature
of Facebook to do so. Interest – Enterprise Rent-A-Car makes sure that the stories featured are
attractive and appealing to create the interest of people in trying services. Desire – When the interest turns into a want to try the service then it is known
as desire. Enterprise Rent-A-Car, with the help of stories feature of Facebook,
induce customers to try their services by delivering the qualities about the
same.
 Action – It is the last step where the customers can contact to the entity with
the help of Facebook messenger.
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Communication 2: Instagram Awareness – Instagram is one of the most famous social media platform and
its reel feature is in trend. Enterprise Rent-A-Car uses this feature for creating
awareness among the users. Interest – Reels can be created in various attractive ways to appeal the eyes
of customers and create their interest to try the service. Desire – When the reels of using the service, its qualities and the
appreciation by customers is being made, such reels help entity to create a
desire to use the services among the consumers.
 Action – Public help contact with the entity through the messaging feature of
Instagram.
Communication 3: Twitter Awareness – Twitter is the most renowned social media platform. Enterprise
Rent-A-Car uses the platform to make tweets which help company to reach a
number of consumers. Interest – Positive reaction on the tweets help entity to develop the interest of
people. Desire – Qualities of the services help entity to create desire among people to
try the services.
 Action – The comments and appraisals influence users to try the services
rendered by the company.
Communication 4: YouTube Awareness – Promotions with the help of YouTube help the entity to create
awareness among the users. YouTube shorts, videos and V logs help to
spread awareness about the services. Interest – Attractive advertisements between the videos help to develop the
interest of users in the services. Desire – Shorts and V logs are helpful in developing the desire and curiosity
among people for the rendered services.
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 Action – Enterprise Rent-A-Car has a YouTube channel where it uploads the
videos and the users can get in touch with the entity through the comment
section.
Communication 5: Website Awareness – Making website is one of the best ways to utilize the technology
to its maximum. Enterprise Rent-A-Car has its own website for the promotion
and advertisement of its services. Interest – Websites help to state the qualities of a services in a better way
and help develop the interest. Desire – Attractive advertisements over websites help people to appeal the
eyes of customers so that it creates a desire to use their services.
 Action – Enterprise Rent-A-Car can connect with customers with the help of
these websites.
Reflection on Campaign
Campaigns are very important for any organization and plays a great role in
making people aware of their products and services. Enterprise Rent-A-Car is an
organization which gives cars on rent when people want the vehicles for a short
duration. The organization has a range of cars to satisfy the needs of every type of
customers. The range of cars help the entity to make the business successful as it
helped in satisfying the needs of a number of consumers (Thrassou and Et. Al.,
2020). The variety helped the organization satisfy a every type of need of every type
of customers. All this was made possible with the help of advertisements and
promotions made by the entity. Enterprise Rent-A-Car set up various campaigns to
make people aware of the services they provide so that more and more customers
could be attracted. Cars were displayed to give an idea to the customers which
vehicles will be provided to them and their condition (Mohylevska and Et. Al., 2018).
For instance, if the model is latest, if there is any dent or not, etc.
Not only the offline campaigns, the entity also organized campaigns on social
media platforms such as Instagram, Facebook, Twitter, YouTube, etc. These social
media platforms helped entity to connect to a million people within minutes and
influence them to use their services (Ahmad, 2018). Website of Enterprise Rent-A-
Car plays a major role in increasing their customer base and reputation in the
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market. This increases their market share which helps the entity to achieve their
objectives. Digital marketing is one of the best ways to enhance the customer base.
Every organization is trying to maximize the use of technology (Iredale, 2020).
Enterprise Rent-A-Car also, with the help the digitization, resolves the issues in
contemporary marketing. Digital tools are used to do so because of various reasons,
some of which are discussed below: Mobile Access – Access to mobiles is quite common now-a-days and has
become a habit of the citizens. They are dependent on mobile for small things
too. Enterprise Rent-A-Car looked down to it as an opportunity and set up
their business online too to increase their customer base. Expansion – Social media platforms are helpful in easily spreading the news.
Enterprise Rent-A-Car has expand their business to maximize their profits.
These platforms helped the entity to reach a million of people and make them
aware of the services they provide. This helps to attract customers and
expand their business. Interactivity – Digital tools enable organizations to directly contact with their
customers. This helps Enterprise Rent-A-Car to know and understand the
needs of consumers in a much better way. This will help them to serve them
with the services of their choice to make the business successful.
 Affordability – These tools are affordable and cheaper for both the entity as
well as the consumers. Online advertisements are quite cheaper and are not
much time consuming too. On the other hand, direct contact with the entity
help consumers to save their time of commutation and the price they have to
pay to the intermediaries.
The digital tools chosen by the entity, Enterprise Rent-A-Car help it to expand
their business operations. Above are some of the other reasons behind the usage of
these digital tools (Karaoglan, 2021). There is no harm in using tools rather it
benefits the entity by increasing its customer base. Regular usage of the technology
by the people served as an opportunity for the entity. Some examples of how the
technology help different entities are illustrated below:
Tesco is a renowned and the largest supermarket of the country, United
Kingdom. The organization serves its customers with a range of products and is
quite a famous grocery store. The entity has used social platforms to expand their
business by establishing stores online so that customers can place orders by sitting
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at home only. The entity also provide the facility of home delivery which helped the
customers to save their time and the entity expand their business as this is a very
useful service for the consumers. Creating TikTok videos is one of the best
techniques used by Tesco.
Marks & Spenser deals in latest fashion products. Posting pictures on social
media, reviews of people, opening accounts on platforms such as Amazon, etc.,
helps the entity to attract customers. Videos of flaunting of dresses are one of the
best ways to attract customers.
Another illustration to be discussed is of the entity, Dove. It is a famous UK
based company which deals in products of soaps, conditioners and shampoos.
Social platforms help the entity to reach millions of people within minutes and
connect to them directly to enhance their sales by accepting the orders placed by
them.
Thus, from the above illustrations it is clear that almost every entity uses
technology to expand their business and enhance their productivity. Enterprise Rent-
A-Car has taken the right decision by choosing these platforms for the promotion and
advertisements which proved to be beneficial.
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Conclusion
From the above report, it has been concluded that marketing is quite a tough
job which not only includes selling and buying of goods and services but also
involves promotion and advertisement of the same. An entity works to achieve the
goals aspired and to gain reputation in the market. Profitability is another reason for
which the entity works hard enough to make the business successful. Campaigns
are one of the best ways to make people aware of the business in which the entity
deals. These campaigns could also be held on online platforms too.
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References
Ahmad, N., 2018. Toward advancing debates on Islamic marketing: a renewed
perspective. Journal of Islamic Marketing.
Amjad, T., Rani, S. H. B. A. and Sa'atar, S. B., 2020. Entrepreneurship development
and pedagogical gaps in entrepreneurial marketing education. The
International Journal of Management Education, 18(2), p.100379.
Bargenda, A., 2019. Branding: Aesthetics. Building Brand Value Through Art and
Architecture. In Contemporary Issues in Branding (pp. 99-115). Routledge.
Costello, G. J., 2020. Contemporary Issues for Design and Innovation Studies. In The
Teaching of Design and Innovation (pp. 131-154). Springer, Cham.
Egbuna, C. and Et. Al., 2018. Phytochemistry: Volume 2: Pharmacognosy,
Nanomedicine, and Contemporary Issues. CRC Press.
Iredale, S., 2020. Why is there a lack of digital marketing client-agency trust? An
inductive thematic analysis of the contemporary challenges facing client-
agency trust relationships (Doctoral dissertation, University of Salford).
Karaoglan, S., 2021. The challenges of the turkish music-entertainment industry
during the Covid-19 pandemic. Contemporary Issues with Multidisciplinary
Perspectives on Social Science, pp.305-316.
Mohylevska, O. and Et. Al., 2018. MARKETING MANAGEMENT BY FOREIGN
ECONOMIC ACTIVITY OF AN INDUSTRIAL ENTERPRISES. In Global
challenges of contemporary issues (pp. 142-145).
Silver, I., 2019. Seeing Social Problems: The Hidden Stories Behind Contemporary
Issues. SAGE Publications.
Thrassou, A. and Et. Al., 2020. Editorial Introduction: The Changing Opportunities
and Challenges of SMEs in Contemporary Business. The Changing Role of
SMEs in Global Business, pp.1-13.
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