Detailed Marketing Communication Strategy Report for Xpand Foundation

This report provides a comprehensive analysis of Xpand Foundation's marketing communication strategy, focusing on its approach to raising awareness about carbon emissions. The report begins with an executive summary that outlines the key findings and objectives. It then delves into the core of the strategy, examining the customer path scenarios using the 5A model (Awareness, Appeal, Ask, Act, Advocate) to understand customer touchpoints and communication channels. The report also details the company's marketing communication plan, differentiating between push and pull strategies, and exploring content marketing tactics, content distribution, and content amplification methods. Furthermore, the report discusses digital, local, and global marketing trends, concluding with a summary of the key insights and recommendations for Xpand Foundation's future marketing efforts. The analysis incorporates relevant academic literature to support the discussion of marketing principles and their application to the case study.