A Marketing Communications Plan
Promoting Fair Trade and the Trade Justice Movement
Acknowledgements
I would first like to thank my knight in shining armor, Janos, for always being there for me and helping me through all of the hard times. Thank you for all of the neck rubs,going with me to the doctor, putting my computer in line, keeping a smile on my face and making me deliriously happy. You are my angel.
Thank you to my family, especially to my mom, for all of those long distance phone calls that always made me feel so much better. All of my successes are shared with you guys as they stem from you.
To William Ang’awa, one of my mentors, thank you for always making me smile and shake my head in amazement. You have been wonderful in making a very bad incidence easier to go through. You are one of the most creative people that I have ever had the pleasure to meet.
Thank you to all of my family and friends abroad. And especially to John in the U.K.
Your support has gotten me through this year. Knowing that there are people like you in the world makes me so happy to be alive.
Table of Contents
Acknowledgments Page 4
Table of Contents 5
List of Tables and Figures 8
Glossary of Terms 8
1.0 Communications Plan Overview 9
2.0 Current Situational Analysis 10
2.1 Introduction 10
2.2 Segmentation and the Target Market 10
2.3 Fair Trade and Cause-related Marketing 11
2.4 Tools in the Marketing Communications Mix 12
2.4.1 Advertising: Billboards 13
2.4.2 Advertising: Television 14
2.4.3 Advertising: Radio 15
2.4.4 New Media Marketing: Linking to Other Websites 16
2.4.5 New Media Marketing: Purchase of Database 17
3.0 Opportunities and Issues Analysis 18
4.0 Objectives 20
4.1 Overall Goal 20
4.2 Marketing Communications Objectives 20
4.3 The Target Audience 20
4.4 Marketing Communications Strategy 20
4.4.1 The Nature of the Product 20
4.4.2 The Marketing Mix 21
4.4.3 The Test Marketing/Marketing Research Stage 22
5.0 The Tactics and Action Program 23
5.1 Television Advertising 23
5.1.1 Television Advertising – Terrestrial, Regional 23
5.1.2 Television Advertising – Terrestrial National 23
5.1.3 Television – Satellite, National 23
5.2 Radio Advertising 24
5.2.1 Radio Advertising – Key Cities and Outer London 24
5.2.2 Radio Advertising – Inner London 24
5.3 Billboard Advertising 24
5.3.1 Advertising Outside / Street Furniture Media 26
5.4 New Media 26
5.4.1 Purchase of Domain Names (2) 26
5.4.2 Web Development and Design 26
5.4.3 Linking to Other Sites 26
5.4.4 Purchase of Database 27
5.4.5 Apple iTunes Music Campaign 27
5.5 Merchandise and Printed Promotional Materials 27
5.5.1 Wristbands 27
5.5.2 T-Shirt Campaign 27
5.5.3 Promotional Merchandise Bag 28#p#分页标题#e#
5.5.4 Leaflets 28
5.6 License, Broadcasting Rights 28
5.6.1 Fair Trade logo – License Package 28
5.6.2 Other Logos and License 28
5.6.3 Broadcast Rights – Music, Intellectual Property, etc. 28
5.7 Hire of Celebrities 29
5.8 Marketing Research, Public Relatio
ns, Personal Selling, Sales Promotion 29
5.8.1 Marketing Communications Agencies (Market Research) 29
5.8.2 Cool Hunters, Brand Development, Focus Groups 29
5.8.3 Tracking Studies 29
5.8.4 Provision for Negative Publicity 29
5.8.5 Press Releases 29
5.8.6 Personal Selling – Brand Development Manager 29
5.8.7 Personal Selling –Labour Costs – Cool Hunters Students 30
5.8.8 Personal Selling –Labour Costs – Cool Hunter Non-Students 30
5.8.9 Personal Selling –Labour Costs –Supervisors 30
5.9 Sales Promotion Road Show and Events 30
5.9.1 Sales Promotion Road Show Normal Size 30
5.9.2 Sales Promotion Road Show Stadium Size 30www.ukthesis.org
6.0 Budget 31
7.0 Gantt Chart Timeline for the Promotional Activities 31
8.0 Controls 32
9.0 Appendix Table of Content 34
Appendix 1, Bibliography 35
Books and Journal Articles 35
Websites and Online Resources 36
Other 37
Appendix 2, Tricks of the Trade 38
Appendix 3, Top 10 Climbers 40
Appendix 4, Budget 41
Appendix 5, Gantt Chart 42
List of Tables and Figures
Table 1: Implications For More Effective Use of Cause-related Alliances Page 12
Table 2: The Power of Integration in business communications 12
Table 3: Types of Advertising and CPM reached 13
Table 4: Outdoors Advertising’s Share Of Display Advertising1 13
Table 5: The Total Number of FTA UK Households (million), Q3 2002-Q4 2003 14
Table 6: Selected Leading Companies in the Home Viewing Market by Type of Activity, 2003 14
Table 7: Top 10 Radio Stations Ranked in Terms of Actual Listeners 15
Table 8: The Top 10 Web Parent Countries in the U.K. 2005 16
Table 9: Logo Poster Campaign Breakdown by Month and City 25
Table 10: Fair Players Poster Campaign Breakdown by Month and City 25
Table 11: Sales promotions Events: Dates and Locations Set 1 30
Table 12: Sales Promotions Events: Dates and Locations Set 2 31
Table 13: The Marketing Control Process 32
Table 14: Greatest Change in Number of Radio Listeners 40
Glossary of Terms
CPM – Cost per Million
CRM – Customer Relationship Management
FTA – Free to Air TV
MORI – Market and Opinion Research International
SWOT – Strengths, Weaknesses, Opportunities, Threats
