Distinction Essay Unit 2 Developing a Marketing Campaign
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Course
Unit 2 - Developing a Marketing Campaign
Institution
PEARSON (PEARSON)
Distinction level essay example for Unit 2 Developing a Marketing Campaign. All of the example essays I achieved Distinction in which helped me achieve D*D* overall
SMART objective: 20% increase in Instagram followers in the next month on the TO Instagram
page. This will increase their following and increase awareness of the brand because more followers
will repost and promote their team on their own social media, gradually meeting their overall
objective of building brand awareness and growing the enterprise.
SMART objective: Recruit 10 more members into the team within the next 3 weeks. This will
increase the amount of players available for tournaments, so if a player is unable to play because
they are sick, they will always have someone to replace them in the moment, gaining an advantage
over teams that do not have substitutes available on their team.
SMART objective: Increase viewers for Call of Duty by 20% in the next 2 months. Occupola will
increase the amount of viewers by advertising more on social media platforms such as Instagram
and Facebook, if there are more viewers on their stream then revenue will increase, which will lead
to high profit margins being met. Which could be reinvested for expansion and growing the business.
More viewers mean more followers on social media as well and these followers reposting Occupola
on their timeline to their followers, which will help accomplish generating more brand awareness for
the business.
SMART objective: Increase by 30% the amount of monthly listeners on TO’s podcast in the next
month. Their podcast consists of enthusiastic gamers talking about current news regarding video
games played at esports every week. Increasing monthly listeners means that more revenue will be
generated, and brand awareness will increase, gradually contributing to meeting their overall
objective and allowing high profit margins to be met.
MARKET RESEARCH: (LINK BACK TO OBJECTIVES ALL THE TIME AND RELIABILITY/VALIDITY)
Esports is a lively and diversified sector at the cutting edge of audience engagement and technology,
and it is one of the most inventive and fast-growing areas in the worldwide screen industry. Esports
straddle the creative industries, live events, broadcast media, technology, and more, and are
constructed on top of the intellectual property of a video game. There are many different esports
that are played such as Rainbow Six Siege, League of Legends, Overwatch, Fortnite etc.
The esports sector has grown at an annual average rate of 8.5% between 2016 and 2019 and
supported over 1,200 jobs in 2019, representing under 8% of the global market. A large global
esports tournament could bring in 238 full-time equivalents (FTEs) and £12 million in GVA to the UK
economy. Esports is popular across various different countries. As a result, esports tournaments,
leagues, and events draw large crowds from around the world. The 2019 Fortnite World Cup, for
example, included a $30 million prize pool and was held at Arthur Ashe Stadium in New York. The
final was watched by an estimated 2.3 million people on Twitch and YouTube. This highlights the
popularity of esports and how it is growing in popularity, the market will get more competitive
because more people are gaining an interest in playing and watching esports, this will mean that
TO’s objective of increasing viewers for Call of Duty by 20% in the next 2 months will be easier to
achieve and increased brand awareness.
, Furthermore, there is a predicted 495 million total global esports audience in 2020, indicating that
this will continue to grow which will make it easier for TO meet their objective of increasing viewers
for COD by 20% in the next 2 months, this is because if there are more viewers than there will be
more of a range in what the viewers will want to watch. Moreover, esports fans are very dedicated
to gaming and the teams they support. The League of Legends Championship sold out the 15,000-
seat Staples Centre in Los Angeles in twelve minutes in 2016, while the International Dota 2
Championship sold out the 40,000-seat World Cup Stadium in Seoul while generating a 27-million-
strong online viewership. The Intel Extreme Masters tournament in Poland drew 173,000 spectators
over two weekends earlier this year. This demonstrates the dedication of spectators and esports
fans as they will go out their way to support their team as best as they can.
Moreover, the esports market has had a big economic impact on the UK. It generated an estimated
1,214 FTEs in 2018 and owns approximately 15% of the market, In 2019, the 18 leading companies
and organisations in the UK's esports services business directly employed 328 FTEs and generated
£47 million in direct GVA. In 2019, the esports services business provided 915 FTEs of employment
and £84.4 million in GVA for the UK economy, including indirect and induced economic
consequences. Highlighting the overall positive impact, it has on the UK economy.
Streaming is an important aspect to esports, especially as certain esports teams are known on
certain streaming platforms such as Cloud9 on Twitch. In 2019, esports traffic accounted for 30 FTEs
of employment and £4.3 million in direct GVA at these streaming platforms in the UK. In 2019, the
esports traffic created 72 FTEs of employment and £7 million in GVA for the UK economy, including
indirect and induced economic consequences. The data highlights that if TO can start to get big on a
certain streaming platform like Twitch this will increase brand awareness by a significant impact.
Target market:
The esports market mainly predominantly consists of males. 21–35-year-olds make up 63% of the
market and women represent 31% and are also most likely to be 21-35 years old In this age group,
the general trend in media use toward non-linear formats is much greater, and Video on Demand
and short-form offers are considerably more popular. Furthermore, the bulk of eSports contests are
streamed on Twitch, YouTube Gaming, and Mixer. Not to mention the emergence of new platforms
like Google Stadia. Advertisers can use these channels and non-linear offers to reach this target
group, which is more likely to respond positively to advertising than older age groups. Brands must,
however, reconsider their previous strategies and engage this target group in a more unique,
targeted manner. In addition, supporters of esports, like fans of other sports, clearly identify strongly
with teams and players. Advertisers can take advantage of this high level of emotional connection to
effectively sell their own product or brand. Individual teams or players, for example, might be used
at events to lure huge numbers to the stands.
Validity and Reliability:
The data I have gathered is reliable because I have obtained it from professional esports websites
such as Ukie. The websites I use post competitions and updates associated with esports
tournaments which allowed me to make an informed decision on whether to use these websites for
my research or not. In addition, I determined the reliability of my resources for research as I saw a
lot of it across multiple websites, for statistics in the market data section I obtained it because I saw
it across more than 3 websites which increases the validity of my research even further and ensures
that it is not unreliable and not factual. However, some websites I used were not proper esports
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