Firebird Events Ltd: Developing a Marketing Communication Plan

This report presents a comprehensive marketing communication plan for Firebird Events Ltd, a UK-based company, focusing on a music festival in London. The plan includes a situational analysis using SWOT to assess the event's internal and external environment, followed by the application of the STP model to define the target audience and positioning strategies. Marketing objectives are outlined, emphasizing market expansion and brand value. The report also details the marketing communication mix, including advertising, direct marketing, public relations, sales promotion, and personal selling. A promotional campaign leveraging social media and both online and offline tools is proposed to achieve the defined marketing objectives, aiming for a successful event and enhanced brand recognition. Desklib provides access to similar solved assignments for students.

Marketing
communication plan

EXECUTIVE SUMMARY
It is summarised that this report includes a marketing communication plan of an event
sector organisation. Within this report, an event is going to be organised in Firebird Events
which is a UK-based company. Along with it, marketing communication plan will also be
conducted in this portfolio. SWOT Analysis will be considered of the respective organisation and
along with STP model will be discussed in order to develop marketing objectives and internal
environment. In present portfolio, the overall marketing objectives are going to be discussed with
an overview of marketing communication mix. Furthermore, promotional campaign will be
performed in order to achieve the goals of marketing.

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction to event....................................................................................................................1
Situational analysis......................................................................................................................1
Positioning and identification of targeted audience.....................................................................2
Marketing objectives....................................................................................................................3
Marketing communication mix....................................................................................................3
Promotional campaign.................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing communication plan is a tool that helps a company in promoting products and
services to the targeted audiences by describing features and benefits of the goods and services.
The strategy of marketing communication provides assistance to company in the process of
innovation within the market and also helps in overcoming the marketing complexities
(Adong, 2018). Within the existing report, the chosen event organisation is Firebird Events Ltd.
of UK that deals in parties, weddings, conferences and many more activities
(Firebird events
services, 2021). In this present portfolio, marketing communication plan is going to be
considered with the overall objectives of the respected event organisation. Further, SWOT
Analysis of the event is conducted to analyse its internal environment. An overview of
marketing communication mix will also be discussed in this report along with a promotional
campaign.
Introduction to event
Firebird Event Ltd. is a UK based company dealing in offering services like parties and
events, conferences and awards, weddings, team building, virtual conferences and meetings,
virtual team building and virtual activities in London
(Firebird events information, 2021). This
company has majorly organised professional corporate events, weddings and party planning and
team buildings. In this present project, this company is going to organise a music festive which
will be held in London in Islington. This event will be having the capacity of 2000 people and
along with it security measures will be taken in case of any mishappening. In order to organise
this event, the main focus is on the youths of Islington and top 5 artists of UK will be invited to
perform the event.
Situational analysis
The situational analysis is defined as SWOT Analysis which is a tool to analyse the
internal environment of event. For organising above explained event, it is important to
understand the internal as well as external factors that impacts the functioning of event (Beede,
2020). Internal factors include strengths and weaknesses and external factor includes
opportunities and threats for the event. The SWOT Analysis for the Music Festive is explained as
under:
Strengths:
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 Security system: Within the event, security system will be there to deal in case of any
mishappening. This system will help the people those are present in that event in
determining the crimes and thefts.
 Location: It plays a significant role in achieving the success of any organisation. The
music festive will be held in Islington, London which is easily approachable to the people
(Dahiya and Gayatri, 2018). Transportation facilities are also available at this location so
it will be helpful for public in attending the event.
Weaknesses:
 Space management: It might become a weakness for the event to manage the space as this
fest is having the capacity of lot of people. So when a large number of people will gather
together then management of space might be improper.
 Expensive: As this event involves highly updated technologies, music systems, artists
which will make it expensive. It will be a weakness for the event as it would involve
more funds.
Opportunities:
 Future expansion: By organising music festive, the public of UK will be attracted towards
this event and it will help in expanding this type of events in future period also.
 Builds brand value: The success of this event will help the company in building its brand
value within the UK and across the world.
Threats:
 Crowd disaster: It will be a threat for the company if the event is not properly organised
because of crowd disaster (Fontaine, 2018). Like occurrence of any natural disaster
within the ongoing event such as earthquake, flood and storms, etc. will lead to crowd
disaster.
Positioning and identification of targeted audience
STP model helps in determining the positioning and identification of targeted audience as
it is an absolute key to serve a market in a successful manner. STP includes three elements that
are described as follows:
Segmentation:
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It is defined as dividing the target market into various segments on the basis of several
components like demographic, geographic, etc. But in the case of this present event, there will be
no market segment as it is purely a music event.
Targeting:
This is a process of searching the most attractive segment among the segmentation stage
(Morthera, 2020). Within the event, the targeted field is age group as the event will be organised
for the youth generation that is generally in between 15 to 25 years.
Positioning:
It is the final stage of the STP model and concentrates on how customers view the
products or services as compared to competitors in order to gain competitive advantage. In
present music event, to capture more customers the event will provide online ticket services,
complementary T-shirts, advertisements on social media.
Marketing objectives
Marketing objectives are defined as those objectives that defines the end results of the
applied marketing strategy. Within Firebird Event Ltd., there are various marketing objectives
and are defined as under:
 To expand the market by 15% through organising the events twice in a year. It will help
in increasing the sales volume of the company.
 To explore the market locationally by 10% in major cities of UK to capture more
youngsters and providing them information and knowledge regarding the music industry
which enables the company in building its brand value in the market.
Marketing communication mix
This process refers to a strategy that is used to foster the goods and services to the
targeted-audience. It provides assistance to Firebird Event Ltd. in maintaining the relations with
the customers and also facilitates in offering the services and ideas associated with it to final
users (Muritala, 2021). There are several elements of marketing communication mix and some of
the are explained as below:
Advertising: It is the process in which customers are informed in a paid and indirect way about
the products and services describing their features and benefits through radio and television.
Public relation is the most popular way of advertising and it is beneficial for the respected
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company as the information related to the business services is easily communicated to the
targeted-audience by making a little effort on their role.
Direct marketing: It comprises of some perspectives of both personal selling as well as sales
promotion. Within the companies, mobile phones, e-mails, faxes are used to interact directly with
the potential customers without including third party (Raimundo, 2021). This is all possible
because of the updated technology. Direct marketing helps the Firebird Event Ltd. in capturing
the attraction of the target-audience through personal interaction.
Public relations: This process is sometimes similar to advertising as it involves messages
interacted through the medium of mass communication. The only difference between the public
relations and advertising is that the process of public relation does not includes any charges for
the space or time for messages. For the existing company social media is a great example of it
and another one is press conferences, newspaper advertisements, etc.
Sales promotion: It involves short-time incentives for the purpose of persuading the potential
customers to execute the buying of products and services. The company offers the tool of sales
promotion like discounts, buy-one-get-one-free schemes, rebates, coupons, paybacks and many
more to it customer for market expansion. It may also includes the provisions of incentives for
distributors and dealers which helps in moving the goods.
Personal selling: The process of personal selling is sometimes connected to direct marketing.
Within this element, suppliers of distribution channel use salespersons to foster the products and
services for resale to trade purchasers. In this process, salesman of Firebird Event Ltd. directly
interacts with their potential customers and explain the features and benefits of the services they
offer.
Promotional campaign
In order to attain the above defined objectives, Firebird Event Ltd. is performing a
promotional campaign in which the company is using promotion strategy of social media. With
the help of this strategy, the company is offering services like the people who are booking their
tickets online will get some discount on their tickets (Sun, 2021). Through social media, the
company is advertising the event and features and benefits associated with it. The company is
also using online and offline promotional tools such as publication in newspaper, audio
messages, advertisements through digital marketing. In order to capture more of the target base,
there will be printed t-shirts of the respective event that are to be attracted by youngsters. This
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will help the company in organising the event in a successful manner and also facilitates in
achieving the objectives of organisation.
CONCLUSION
From above explanation, it is concluded that marketing communication plan facilitates a
business to reach out to its customer-base in a specific period of time as well as maintains
relationships with customers. Within the report, there is a situational analysis of an event and
along with it STP model is also implemented on it. Furthermore, the concept of marketing
communication mix is also explained that describes several promotional tools to achieve the pre-
determined marketing objectives through a promotional campaign.
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REFERENCES
Books and Journals
Adong, B., 2018. Marketing plan for Lira University Library (LU).
Beede, P., 2020. Small-Scale Sports Event Marketing Using New Marketing Concepts and
Communication Tools. In Principles and Practices of Small-Scale Sport Event
Management (pp. 174-191). IGI Global.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: an empirical study in the Indian passenger car
market. Journal of Global Marketing. 31(2). pp.73-95.
Fontaine, F., 2018. Mise en place d'une nouvelle stratégie de marketing chez Saint-Gobain Pam
Belgium.
Morthera, C., 2020. UMN Crookston Students Complete Marketing Plan for H&S
Manufacturing.
Muritala, I., 2021. Integrated Marketing Communication and Brand Equity of Small Enterprises
in Kwara State (Doctoral dissertation, Kwara State University (Nigeria)).
Raimundo, M. F. C., 2021. Plano de Comunicação Integrada de Marketing para um mercado
alimentar da Auchan Retail Portugal (Doctoral dissertation).
Sun, Y., 2021. Research on Precision Marketing of Big Data in Small-and Medium-Sized E-
commerce Enterprises. In Modern Industrial IoT, Big Data and Supply Chain (pp. 121-
127). Springer, Singapore.
Online
Firebird events information, 2021[Online]Available
through:https://www.zoominfo.com/c/firebird-events-ltd/350780218
Firebird events services, 2021[Online]Available
through:https://www.linkedin.com/company/firebird-events-ltd
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