Summary
Summary - Unit 2 - Developing a Marketing Campaign
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This is a sample of BTEC Business Unit 2 - Research and Plan a Marketing Campaign. This is a distinction level sample. It has the exam structure and layout
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Team Ocuppola is an esports team that is based in the UK. Within the first five years of its
existence, it has won multiple competitions both in the UK and in Europe. The team has
been thinking about increasing their social media following, at the moment the members of
Team Ocuppola have over 1000 subscribers on Twitch. The team plans on expanding into
international competitions and are already planning on playing some events in Europe and
Asia. Currently, the team has three sponsorship deals from British businesses. One of their
revenue streams are the merchandise they sell at events and through an online shop on its
website.
To achieve the company’s aim of gaining brand awareness. To gain brand awareness, team
Ocuppola will have to go through the process of brand development- this is creating and
strengthening a brand through innovative new ideas
In order to gain this brand awareness, team Ocuppola will either have to: plan and organise
a direct marketing activity that will work at targeting potential sponsors or organise a
marketing activity promoting posts on social media, which will be aimed at increasing the
number of following of the team. Out of these two options, the chosen strategy will be
planning and organising a direct marketing activity that focuses on potential sponsors. This is
because a marketing activity focusing on sponsors is more direct and focused, as compared
to promoting posts on social media to attract more followers- this is a wider range. This
chosen marketing message will be to promote team Ocuppola as a great team to sponsor,
this will work at demonstrating why a sponsorship would be beneficial for both the team
and the sponsor- offering them a number of incentives.
Aims and Objectives
According to the brief, team Ocuppola’s main aim is to gain brand awareness. Currently,
their main sources of revenue are: advertising and sponsorships. The plan to attract
sponsors will greatly benefit the team, as they will be able to oversee an increase in profit
from its revenue stream- selling merchandise. To achieve this, Team Ocuppola will have to
continuously be consistent in their winnings. This is important as a team that has consistent
victories will attract sponsors, due to the fact that successful teams are more likely to
experience increased visibility, exposure and present a positive brand image. Additionally, a
positive brand image will create credibility and trust with both followers and sponsors. These
are key factors that attract sponsors to a business or an esports team.
A more personal aim for the company could be to increase fan base engagement and
loyalty to the team. This is a huge factor as fans offer the team with support mentally and
financially. With a loyal fan base, Team Ocuppola would have plenty of advertising and
possible increases in finance. Firstly, is due to the notion that loyal fans are very likely to
, support the teams they follow through both the good seasons and the bad seasons- where
they experience failures. This ensures that if the team undergoes a losing streak at any point,
they will not lose many fans. Secondly, loyal fans can take up the role of advertisers- this is
through promoting the team. They do this by buying merchandise, items sold and generally
word-of-mouth; loyal fans tend to speak about their favourite teams whether in sports or in
esports. To sum up, increasing engagement/loyalty of the fan base would be a great
personal aim for Team Ocuppola which will largely benefit for them and also play a part in
the process of gaining brand awareness.
Here are 3 SMART objectives of team Ocuppola:
1. Increase social media following across Instagram and TikTok by gaining over 400,000
new followers. This is to be achieved within a period of 5 months after the campaign
launches
First and foremost, for the 1st objective it will be done through: content calendars with
regular posts and content scheduled, collaborating with famous influencers and celebrities
involved in the esports world and setting up regular social media ads. For example, TikTok is
an app widely used by people in the current day and it brands can pay to get regularly
advertised. These factors will ensure more people are made aware of the business and will
be persuaded to follow it. This will benefit team Ocuppola as they benefit from creating a
larger fan base and attracting sponsors. In order to do this, team Ocuppola will need to
acquire the assistance of social media marketers/managers, content creators, help from its
partnerships and so on. According to the SMART objective above, this is all to be done within
the time frame of 5 months.
2. Achieve a 70% increase in views across team Ocuppola’s content across platforms
like: YouTube and Twitch, within the timeframe of 6 months; after the campaign
begins
Moving on to the 2nd objective, to increase views team Ocuppola will need to form
collaborations with other existing teams like: Team Endpoint or Team Dignitas. This will
expose fans of Team Dignitas/Endpoint to team Ocuppola achieving exposure and
introducing themselves to wider audience. This can also be done through the promotion of
livestreams and more high-quality content that captures the attention of its audience or
potential audience. This will help increase visibility of team Ocuppola as esports team and as
a brand- as mentioned before this will attract both fans and sponsors. Assistance will come
from the same team helping with social outreach. This is to be achieved within the span of 6
months.
3. Secure 5 sponsorship deals within a range of diverse industries ranging from: energy
drinks, gaming accessories and so on. This is to be achieved within the time frame of
7 months
Lastly in relation to the 3rd objective, team Ocuppola will need to: create sponsorship
proposals, identify the potential sponsors that it would fit in with the business and it will
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