Marketing Communication Plan and Strategies for Consultancy Firm

This report provides a comprehensive analysis of marketing communication strategies, focusing on the consultancy firm Tibbetlan. It begins with an introduction to marketing communication and its importance, followed by an examination of integrated marketing communication (IMC) and its advantages, including brand recognition, enhanced consumer experiences, and cost savings. The report also assesses the roles and characteristics of paid advertising, public relations, and direct marketing within the marketing mix. Furthermore, it details the development of a marketing communication plan, including situational analysis, objective setting, strategy formulation (inbound and relationship marketing), marketing communication mix, scheduling, budgeting, implementation, and monitoring. The report emphasizes the coordination of the communication plan with promotional tools and outlines procedures for monitoring progress and achieving the plan's objectives. The document concludes with a discussion of the importance of monitoring, control, and corrective actions to ensure the effectiveness of the marketing communication efforts.

Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 .........................................................................................................................................1
Covered in PPT............................................................................................................................1
TASK 2............................................................................................................................................1
TASK 3............................................................................................................................................4
Covered in PPT............................................................................................................................4
TASK 4............................................................................................................................................4
Development of communication plan related to marketing strategies.........................................4
Ensure the plan coordinates with promotional tools....................................................................5
Procedures to monitor progress with achievement of the plan....................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing communication is a fundamental section which involves sharing important as
well as meaningful information about organisational products or services with the use of
promotion tools (Christopher and Peck, 2012). It helps in spreading awareness related to
company products at market place in order to increase sales in effective along with efficient
manner. For understanding marketing communication, Tibbetlan is selected. The chosen
business is a medium sized organisation as well as provides consultancy services. It has recently
set up new team members for the purpose of focusing towards marketing communication. This
report includes principles of marketing communication, information related to integrated
marketing communication as well as use of digital media for marketing. It further includes
integrated marketing communication plan, coordination of plan with promotional tools along
with procedures for monitoring progress with achievement of the plan.
TASK 1
Covered in PPT
TASK 2
Analysis of advantages of integrated marketing communication
Integrated marketing communication is a concept which is used for integrating or
linking various promotional tools or techniques in order to deliver messages or information in
effective as well as efficient manner. It help[s in promoting brand awareness as well as
enhancing relationships with targetted audiences. Following advantages are analysed of
integrated marketing communication for Tibbetlan:
Brand Recognition: Integrated marketing communication helps in representing
organisational image in the competitive market. Effectively building as well as carefully linking
tools helps in providing crystal clear messages to end consumers which results in recognition of
organisational brands.
Consumer experiences: Such communication provides advantages to understand the
perception of consumers towards organisational products or services. IMC helps Tibbetlan to
understand the perception of its clients towards the services which they provide to them on
daily basis. Such aspects enhances consumer experiences by integrating various promotional
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tools.
Saves costs: integrating tools as well as messages helps in conserving resources,
reducing wastages as well as time (Eagleman, 2013). It further helps in modifying messages and
communicating the same to audiences. Thus, within less time period messages can be
communicated to multiple people which results in reducing time spent, maximising marketing
budgets as well as saving costs along with efforts of selected business.
Assessment of role and characteristics of paid advertising
Paid advertising is same as advertising where companies have to pay for displaying
advertisements at particular space. Prices are settled through process of bidding between space
owners and marketing companies.
Characteristics of paid advertising
 High price tags are associated with paid advertising.
 It provides platform to Tibbetlan in order to broadcast brands as well as messages across
the boundaries of particular region or country by using banners.
 It is a kind of paid communication.
 Benefits companies to deliver messages or information to diversified audiences.
Role of paid advertising.
 Paid advertising plays a role of making announcements related to products, services or
brands.
 It is used for enhancing brand awareness in competitive market place.
 It plays a role of increasing sales by attracting and satisfying needs or requirements of
consumers and retaining them for longer time period.
 Paid advertising helps Tibbetlan to establish effective relationships between
organisations and audiences by exchanging messages or informations.
Analysis of role or place of public relation in marketing
Public relation is a promotional tool in marketing which is used as strategic
communication process for the purpose of building effective relationships between general
public and businesses.
Role of public relations in marketing
 Public relation plays significant role of amplifying messages with the help of press
coverage.
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 It helps in improving brand image by successfully implementing strategies with the help
effective of marketing plan.
Place of public relation in marketing
Public relation encompasses various marketing activities related to making
announcements, sponsorships, managing award programs, delivering modified messages to
audiences, management of crisis, engaging people through websites and many more. Thus, a
substantial place is maintained of public relations in marketing.
Assessment of role and requirement of direct marketing
Direct marketing is a type promotional method in which information related to products,
services or brand of any organisation are directly presented to consumer without the use of
middlemen. Under such marketing, specific audiences are targetted in order to improve sales
results as well as setting realistic goals.
Role of direct marketing
 Direct marketing is used for promoting products or services to existing along with
potential customers (Jefkins, 2012).
 It plays a role at Tibbetlan to build meaningful relationships with clients as well as
generating new sales opportunities by upgrading loyalty marketing strategies.
 Tibbetlan uses email marketing strategy for delivering information to millions of clients
as well as educating customers along with new team members i9n order to attract and
retain maximum proportion of market share.
Requirement of direct marketing
Direct marketing is required to eliminate middlemen advertising as well as saving costs,
time and efforts of team members of Tibbetlan. Direct marketing encompasses tools such as E
mail, internet marketing, catalogs, kiosk marketing, telemarketing and so on. All such tools
helps in delivering modified messages within short time period to targeted audiences and
provides advantages of enhancing awareness of team members or clients.
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TASK 3
Covered in PPT
TASK 4
Development of communication plan related to marketing strategies
Marketing communication plan is a overall plan which is used for communicating
marketing messages to targetted audiences. It encompasses strategies, competitive analysis,
tactics and so on. Communication plan which related to marketing strategies of Tibbetlan
includes following steps:
Situational analysis: it is the first stage where situations or circumstances are carefully
analysed. Tibbetlan managers carefully understands the internal environment as well as external
environment situations by using SWOT analysis. Such analysis helps in identifying
organisational strengths, weaknesses, available opportunities and threats in effective manner
(Lea-Greenwood, 2013). The managers of the company should also use PESTLE analysis in
order to carefully analyse situations based on political factors, economic factors, social factors,
technological factors, legislative factors and environmental factors along with their impacts that
can result in hampering opportunities.
Marketing communication objectives: The next step is to set objectives or vision. After
analysing the external and internal environment, Tibbetlan managers sets clear goals and
objectives related to marketing communication. Such as selected company is planning to expand
its market share. Its objective is to maintain global image and achieving continuous growth of
business.
Marketing communication strategies: When the vision or objectives are set, next task
is to formulate marketing communication strategies in order to achieve objectives in effective
along with efficient manner. Following are marketing communicating strategies framed by
Tibbetlan members:
Inbound marketing strategy: Such strategy is used for attracting audiences with the help
of certain techniques by using right content. Team members of selected business uses strategies
related to webinar, blogs, infographics and so on to communicate the information related to
services being offered.
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Relationship marketing strategies: This strategy is used for the purpose of building
relationships with new consumers and converting them into potential customers. Tibbetlan team
members applies this strategy to improve relationships with existing clients and make new
customers with warmth, loyalty and trust.
Marketing communication mix: These are the channels or promotional tools which
helps in reaching to potential customers. There are various methods such as online advertising,
content marketing, sponsorships and so on which helps in communicating to right person at right
time period. Marketing team members of chosen firm determines the combination of marketing
mix by taking effective decisions related to mediums used for communicating with potential
people. The managers of Tibbetlan should understand elements of marketing mix such as
product, price, place and promotion in order to set strategies and implement the same to provide
information to end users.
Scheduling and budgeting: Budgeting is used for anticipating expenses and incomes for
future by considering present financial statements. Scheduling is related with arranging as well
as determining events as per the work plan. Tibetlan team members mutually schedules work
activities to be performed on appropriate time period as well as prepare projections about future
expenses and incomes. By analysing previous year or budget of other companies that operates
their business in same industry, the managers should prepare budgets and allocate funds to
different departments.
Implementation: At this stage all the planning activities are put into action. All the
marketing strategies are executed and results are measured with standards set. Team members of
Tibbetlan implements all the formulated strategies in order to expand the business and achieve a
sustainable position at international marketplace (Lusch and Vargo, 2014). They communicates
with the targetted audiences and encourages them to make purchase decisions or accept the
services. Marketers of Tibbetlan should effectively implement all the set policies that results in
achieving beneficiary outcomes.
Monitoring and control: When the strategies are put into actions, results are measured
with set standards and if gap is found then it is controlled by making modifications in the
strategies, techniques or tactics. Team members performances are analysed with the help of
performance reports and further training is provided at Tibbetlan. All the activities must be
recorded in reports and the same must be submitted by managers of Tibbetlan to evaluate
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comparison between set standards outcomes and actual performance. Through such reports,
performances are monitored and activities must be controlled by providing development
programs.
Ensure the plan coordinates with promotional tools
Promotional tools which Tibetlam uses are face to face interactions, public relations,
direct marketing, paid advertising and so on. All these tools are helpful in implementing
marketing communication strategies in effective as well as efficient manner. Marketing
communication plan is coordinated in appropriate manner with promotional tools in order to
achieve objectives along with vision. Inbound marketing strategies are implemented with the
helps of promotional tools in order to attract maximum potential customers and expand business
in international market. Relationship marketing strategies coordinates with direct marketing as
well as public relation tools in order to maintain healthy relationships with audiences along with
competitors.
Procedures to monitor progress with achievement of the plan
Procedures to be followed by Tibbetlan to monitor progress with achievement of plan
includes followings steps:
Establishing standards along with methods: at the time of planning various standards
are set in order to get desired quality results (Reinold and Tropp, 2012). Along with standards
certain methods were also formulated and helps in entire communication plan as guidelines and
provides effective directions.
Measuring and monitoring performance: At such level the actual performances are
monitored and measured. In context to Tibbetlan team members, performances of internal along
with external team members are analysed and further performance reports are prepared and
evaluated.
Analysing gap: At this stage, actual performances are measured with standards sets and
gaps are analysed. If performance matches with stated standards then managers assumes that
everything is under controlled and communication plan is working towards progress of acheving
results.
Corrective actions: If any deviations in gaps are found then strategies are modified by
taking corrective actions. If gaps in performance reports are evaluated then managers prepare and
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implement training programs in order to improve skills or knowledge of team members in order
to eliminate the deviations and achieving objectives of the plan (Shin, 2013).
As per the above mentioned procedure it has been analysed that with the help of all the
above factors performances are monitored for the purpose of achieving plan. It will aid the
managers as well as leaders of the selected company in an effective manner.
CONCLUSION
From the above report it can be concluded that marketing communication plays
significant role in exchanging information or messages between organisation as well as potential
customers. Integrated marketing communication benefits in brand recognition, saving costs and
analysing customer experiences. Paid advertising plays a role of increasing sales by attracting as
well as satisfying needs or requirements of consumers and benefits in retaining them for longer
time period. Public relation plays role of amplifying messages and improving brand image with
the help of media coverage. Direct marketing helps in eliminating middlemen advertising as well
as saving costs, time and efforts of team members. Marketing communication plan includes
various stages and involves strategies, tactics, tools related to marketing. Various steps are taken
to monitor the activities in order to achieve organisational plans along with objectives.
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REFERENCES
Books and Journals:
Christopher, M. and Peck, H., 2012. Marketing logistics. Routledge.
Eagleman, A. N., 2013. Acceptance, motivations, and usage of social media as a marketing
communications tool amongst employees of sport national governing bodies. Sport
Management Review. 16(4). pp.488-497.
Jefkins, F., 2012. Modern marketing communications. Springer Science & Business Media.
Lea-Greenwood, G., 2013. Fashion marketing communications. John Wiley & Sons.
Lusch, R. F. and Vargo, S. L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Reinold, T. and Tropp, J., 2012. Integrated marketing communications: How can we measure its
effectiveness? Journal of marketing communications. 18(2). pp.113-132.
Shin, K. Y., 2013. The executor of integrated marketing communications strategy: Marcom
manager’s working model. Springer Science & Business Media.
Zook, Z. and Smith, P. R., 2016. Marketing communications: offline and online integration,
engagement and analytics. Kogan Page Publishers.
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