Marketing Communication Report: The Social Cup's Promotional Campaign

This report provides an in-depth analysis of The Social Cup's marketing communication strategies, focusing on the promotional campaign for its hamper range. The report begins with an executive summary and table of contents, followed by an introduction outlining the report's objectives. A detailed budget analysis reveals the company's financial position, highlighting expense allocation. The message strategy section explores key messages, advertising objectives, target audience, product description, and major selling ideas. The report also covers advertising appeals, execution, and supportive information, including a creative advertisement. A comprehensive media plan discusses media mix, coverage, reach, frequency, and scheduling. The report concludes with an evaluation of the marketing plan, summarizing key findings and offering insights into how the company can improve its promotional efforts and increase brand reputation. Appendices include the budget sheet and schedule.

Running head: MARKETING COMMUNICATION
Marketing communication
Name of Student
Name of University
Author Note

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Executive Summary
The report is based on the promotional campaign and the effectiveness it has on the success
of a company. The purpose of the report is to investigate the promotional strategy adopted by
The Social Cup. The budget approach of the company is analysed that highlights that the
company has more expense than income. Key messages are communicated with the
customers in order to improve the promotion of hamper range. An advertisement is created
that can help in attracting the customers. The use of the vehicle such as social media and
product giveaway can help in the bringing about the uniqueness of the promotional campaign.
These are scheduled in a way so that the financial stability is maintained in the organisation.
In conclusion, it can be said that such tactics can help in the spread of the hamper range of
The Social Cup all over Australia and help to increase the reputation of the company in the
future.

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Table of Contents
1. Introduction.........................................................................................................................4
2. Budget.................................................................................................................................4
3. Message Strategy................................................................................................................5
3.1 Key messages...................................................................................................................5
3.2 Source...............................................................................................................................5
3.3 Advertising objectives......................................................................................................5
3.4 Target audience................................................................................................................6
3.5 Product description...........................................................................................................6
3.6 Major selling idea.............................................................................................................6
3.7 Advertising appeal............................................................................................................7
3.8 Advertising execution.......................................................................................................7
3.9 Supportive information................................................................................................7
3.10 Advertising creative.....................................................................................................8
4. Median Plan........................................................................................................................9
4.1 Medium.............................................................................................................................9
4.2 Media mix and vehicles.............................................................................................10
4.3 Coverage....................................................................................................................10
4.4 Reach and frequency......................................................................................................10
4.5 Scheduling......................................................................................................................11
5. Evaluation.........................................................................................................................11
6. Conclusion........................................................................................................................12
Appendices...............................................................................................................................13
Appendix 1: Budget..............................................................................................................13
Appendix 2: Schedule...........................................................................................................13
Reference..................................................................................................................................14

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1. Introduction
The report is based on the strategies that are adopted by The Social Cup in order to
strengthen the promotional campaign of a product. The product that needs to be promoted is
the hamper range of the company comprising of tea and coffee. The report focuses on the
budget approach that the organisation undertakes in order to maintain its financial position.
The message strategy adopted by the company and the sources through which this
communication can be addressed. The report provides creative advertisements that help in the
promotion of the product. The media plan that can be included in this organisation is
discussed. The communication channels, geographical area of coverage, appropriate
scheduling is discussed in this report. An evaluation of the marketing plan is provided in
order to cover an in-depth research about the ways by which The Social Cup can implement
its marketing practice. The key points of the discussion are also summarised to give a
comprehensive detail about the promotional method.
2. Budget
Budget is prepared by an organisation in order to understand the financial position.
Preparation of a proper budgeting plan helps an organisation to evaluate the expenses and the
incomes in a financial year (Chen, Lin and Zhou 2013, p.64). Based on this evaluation, an
organisation can predict the future course of action that may be required for the betterment of
the organisation. In the case of The Social Cup, the managers need to evaluate the budget
based on the income and expense of the company. After analysing the budget, it can be seen
that the expense is comparatively more in the packaging of products. This is mainly because
of the fact that in order to attract customers, a proper packaging is required. However, the
income of the company is good due to the reputation it holds in the markets of Australia
(Thesocialcup.com.au 2017). In the light of this statement, it can be said that the company
adopts a bottom up budget approach. According to Maksim, Aleksei and Mikhail (2015,
p.304), the bottom up approach allows the middle managers and immediate supervisors to
formulate the budget sheet. These budgets are deemed to be accurate and prove to have a
positive impact on the employees. The budget sheet of The Social Cup constitutes the total
expense that is incurred by the company. It has been seen that the actual expense is more in
the company than the estimated expense (Refer to Appendix 1 for the budget sheet).

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3. Message Strategy
3.1 Key messages
In the bid for the promotion of a product or an organisation, generation of a key
message is important (Blut et al. 2015, p.226). The message generated by the organisation
needs to reach the public and ensure that the people understand the message. The aim of the
message that is delivered is to attract customers to the hamper range. In this regard, the key
message that needs to be incorporated is the price, quality and availability of the product. In
the case of The Social Cup, the key message for attracting the customer needs to include the
quality and the quantity that are provided in the hamper range pack. The message needs to be
strong in order to make the customers believe in the product and help it to gain maximum
buyers. The message also needs to provide the availability of the product along with its price.
Thus, this can help The Social Cup to generate more buyers of the product.
3.2 Source
According to Ju and Park (2015, p.546), communication is an important aspect for the
success of an organisation. Without proper communication technique, it can be difficult for
an organisation to maintain collaboration among the members and maintain customer
satisfaction. In the case of communicating with customers, it is necessary that the managers
of an organisation approach the interests of the customers. This can be done via social media,
press or print media. This can help in attracting the customers and gain feedback from them
in order to improve the organisation In the case of The Social Cup, it is necessary that the
advertisements have a proper source. The source of communication for the advertisements in
this regard needs to be the social media and billboards. This can help in attracting the
customers and provide them with an idea of the quantity of the product. In order to make the
advertisement even more attractive, The Social Cup can take the assistance of a popular face
of the country.
3.3 Advertising objectives
In order to make an effective communication, it is necessary that an organisation
formulate communication objectives. As stated by Greene (2013, p.12), communication with
an entity needs to be done keeping in mind the purpose of the message that is delivered.
Communication of a message needs to be clear and need to create awareness among the
employees and deliver knowledge. In the case of communicating with customers, it is
necessary that the objectives of communication remain brief and to the point. The Social Cup

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needs to create an image in the mind of the customers through the advertisement. The
objective of the advertisement is to impart knowledge in the mind of the customers about the
new product, its quality and price. The image that the advertisement may present needs to be
such that customers are attracted instantly to the product.
3.4 Target audience
Every organisation needs to have a customer base that forms the target of the
company. These customers are the intended source from where income can be generated. In
this regard, the companies need to segregate and target these people in order to succeed in the
business (Fraering and Minor, 2013, p.334). As stated earlier, the target audience of The
Social Cup are the people that love to provide gifts to others. The company targets start up
shops as well as individuals with a taste for coffee and gifting it as well. Household people
are also targeted in order to improve the range of sale of the product. In this regard, the
advertisement set up by the company need to target these people.
3.5 Product description
In order to address the customers via the advertisements, identification of the product
and service attribute is important. The product attribute defines the tangible and the intangible
nature of the business. According to Cheek, Ferguson and Tanner (2013, p.11), the service
attributes include the people that are being addressed and the people that need to be
communicated with in case of emergency. In the case of The Social Cup, the company need
to address the characteristic of the hamper range. The characteristics include both tangible
and intangible aspects such as the quality, quantity and price of the product. The method to
purchase the product and the ways by which the customers can enquire about the product
needs to be clearly stated in the advertisement. This can help in reaching the customers and
attract the people for purchasing these products. Thus, these attributes can help The Social
Cup to reach the target market and establish a competitive advantage in the market.
3.6 Major selling idea
McCroskey (2015, p.56) stated that one of the important criteria of communication is
the fact that a proper idea needs to be maintained in order to attract customers. These ideas
need to be communicated in a correct manner in order to sell a product in an effective
manner. In this regard, it can be said that the main theme or the central idea of the promotion
of the product needs to be communicated with the target audience. The target audience needs
to understand the type of products that are sold in the market and accordingly purchase the

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product. In the case of The Social Cup, the main theme that needs to be included in the
advertisement is the satisfaction that the people may get after the consumption of the brand.
This needs to be quoted in a way so that the people can be attracted and tempted to purchase
and consume the product. This can help in the proper promotion of the product and an
effective use of the advertisement campaign.
3.7 Advertising appeal
Rationality in advertising refers to the facts that are needed to be presented. The
information need to be authentic and specific detail about a particular product is also needed
to be included in order to attract the customers. This includes tangible as well as intangible
sources of information (Kim and Ferguson 2014, p.22). The use and application of the
product can be displayed in the advertisement in order to provide a pictorial description to the
customers. In this regard, The Social Cup needs to be creative while designing the
advertisements. The rationale that is needed to be maintained by the organisation includes a
pictorial representation about the hamper range of its products. Target audience needs to be
displayed and the assistance of a popular celebrity in the country needs to be approached in
order to make the product more attractive (Gaiardelli et al., 2014, p.507). Apart from these,
information related to price and quantity is the essential facts that need to be included. Thus,
maintaining these can help in addressing the rationality of the advertisement.
3.8 Advertising execution
In order to develop a suitable advertising for the promotion of a product, it is
necessary that an organisation maintain a specific rationale. Ridley et al. (2013, p.78) stated
that a specific rationale could help in providing more focus on the advertisement. It can make
the advertisement comprehensive yet knowledgeable about the particular product. The focus
needs to be on the most important feature of the product that may help in attracting the
customers. In the case of The Social Cup, the organisation needs to focus more on the
quantity of the product. Based on the quantity provided in the hamper range, the price can be
determined. Thus, the rationale that needs to be adopted by the company can help in
satisfying the customers in a proper manner.
3.9 Supportive information
According to Tiago and Veríssimo (2014, p.703), an organisation needs to include
various types of information while designing an advertisement. This includes the important as
well as the less important or significant information. This supportive information can provide

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useful knowledge to the customers in terms of enquiring about a product. In the case of The
Social Cup, the supporting information that the company need to provide is the contact
information of the company. This is significant in the way that it provides an opportunity to
directly deal with the customers without having to go through retail sectors. It is also
important in order to provide online assistance to the customers. The address of the company
needs to be given so that suppliers can visit them in the case of selling of products. Thus, this
information can help in the proper building of an advertisement. The comprehensive and
effective manner in which this information can be spread to the public depends upon the
designing of the advertisement.
3.10 Advertising creative
Advertisement 1:

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Advertisement 2:

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4. Median Plan
4.1 Medium
The medium of communication needs to be such that it reaches a large mass of
audience. In this regard, it can be said that communication channels need to incorporate a
specific rationale for helping in the promotion and advertising of a product (Tuten and
Solomon 2014, p.90). The medium used for communication needs to be such that it can
address a large mass of people by providing a proper and comprehensive message. In this
regard, the technique adopted by The Social Cup in terms of promotion is the advertising via
billboards and social media. Thus, the rationale for these medium needs to be such that it can

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attract the audience in an effective manner. The rationale for communication in terms of
advertising is the details of the product and pictures that can provide a short overview of the
hamper range. In terms of promotion technique, the rationale that can be used is the detailed
information of the product as well as the company. This can help in placing online orders
without difficulties.
4.2 Media mix and vehicles
The use of vehicles for the promotion of products is an important objective for an
organisation. The vehicles of promotion are also considered as the strategies adopted by
companies in order to promote the brand or product. These strategies include social media,
contests, charities and product giveaways. These strategies are designed for the
comprehensive promotion of a product and the ways by which it can be effective for an
organisation (Kerzner, 2013, p.89). The Social Cup needs to implement any one of the
vehicles for advertising and promotion. The most effective use of the vehicles can be the
utilisation of social media. This can help in reaching people all across the country. The
company for the promotional method already adopts these tactics. Product giveaways can
also be effective for attracting deals from cafes. Cafe managers can analyse the contents of
the hamper range before making investments on it. Thus, the use of these vehicles or
strategies can help in the promotion of the hamper range in the country.
4.3 Coverage
According to Moriarty et al. (2014, p.467), in order to promote a product in an
effective manner, organisations need to select a proper demography that can help in reaching
the customers quickly. The demography of a place needs to be analysed before making any
decisions regarding the sale of products or establishment of an organisation. This is important
to determine the profitability level of the company from the place of business. It also helps in
understanding the type of people that reside in the area. In this regard, it can be said that The
Social Cup needs to cover those areas that are interested in the purchase of hamper range.
The packaging of the product can be done based on the national emblem of the country. It can
also include pictures of the particular component that is being sold. The company can start by
promoting the range in the nearest location. This can help in determining the success of the
hamper range.

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4.4 Reach and frequency
The target market needs to understand the ways by which promotional vehicles can be
used for its benefits. The target market needs to be imparted with knowledge in order to
understand the ways by which the company can be reached. According to Kelley, Sheehan
and Jugenheimer (2015, p.88), the use of social media in the modern world is an easy-to-use
vehicle for sending messages to the company. This is because with the application of internet
and improvement of phones every person possesses the ability to maintain communication
via the social media. People can gain instant updates about the company and its new
products. Apart from this, The Social Cup involves itself in charitable trust and in the
promotion of the empowerment of women rights. Hence, the product giveaway technique can
also help as the vehicle used for promotion. Thus, using these processes, the target audience
of The Social Cup can receive feedbacks from the customers. This can help the company to
rectify any errors and implement different techniques if needed.
4.5 Scheduling
The scheduling of the vehicle needs to be done separately in order to understand the
impact it creates on the people. This is done in order to identify the tactics that are most
effective for the people. Błażewicz et al. (2013, p.34) stated that the scheduling is also done
as per the financial requirements of the organisation. This is because the promotional vehicles
require a considerable amount of finance that needs to be invested. Hence, because of this, it
is necessary that an organisation maintain its financial status before engaging in the
promotional activity. The Social Cup adopts the use of Facebook and Twitter as the social
media vehicle for promoting its hamper range. Hence, this can be used on a regular basis in
order to promote the product. The use of product giveaways can be done after the promotion
of new products. The time required for this cannot be easily determined as the launch of a
product is dependent upon the organisational policies and position (Refer to Appendix 2 for
schedule chart).
5. Evaluation
In order to ensure that an organisation can make the promotion and advertising
campaign effective, it is necessary for the managers of an organisation to develop appropriate
plans. These plans need to be executed keeping in mind the position of the organisation. The
overall effect can be determined depending upon the plan set up in the organisation
(Gangwar, Kumar and Rao 2013, p.94). The Social Cup needs to ensure that the plans