Momna Younis UNIT 9 -P5
P5 Design a promotional campaign for a given product/ service to meet the
needs of a given campaign/creative brief.
Introduction- In this pass criteria, I will use the given scenario from the given brief. I will explain the
name, type, and date of the designed campaign. Then, I will state the main purpose or goal of this
marketing campaign which includes the end outcome which is supposed to gain from this campaign.
After this, I will provide an explanation for promotional mix for this campaign. I will consist of the key
message of this campaign, materials or resources needed and the chronology and timing of the required
moves of this campaign. In the end, I will conclude and reference my work.
The scenario:
Campaign brief: You have a friend who is setting up a sandwich and snack bar to provide lunches for
workers at a local industrial estate and you have agreed to design a promotional campaign. It was
requested that you design a promotional campaign, present the promotional materials, promotional plan,
with timings and costs, and a rationale for all decisions made in developing the campaign Additional
information - Your friend is aiming to target a similar number of men and women. He has an available
budget of £50,000 for a three-month pre-launch promotion.
Campaign Name: Eat and enjoy
Planned launch date: 20/03/2020 by 21/04/2021.
Purpose and objective of the promotional campaign
The business is a sandwich and snack bar that caters to the needs of local workers.
They need to advertise itself in order to capture more people's attention and draw
attention to their product and business. For a three-month pre-launch promotion,
he has a price range of £50,000. I would advise them to promote their merchandise and company
through social media. It is completely free to use social media.
This will help them gain free publicity for their product. I believe they should also distribute leaflets and
posters to nearby areas and households. This will raise product awareness, and the individual will almost
certainly notice the company's name and goods.
The identity of the promotional marketing campaign would be “Just eat and enjoy”. I assume this is an
appropriate title due to the fact people enjoy eating in their free time.
Objectives- The goal is that the employer wants to create recognition of their merchandise and gain new
customers. They will do this by using advertising and marketing their merchandise on social media and
giving out leaflets and posters, which will assist to make bigger recognition of their product and acquire
new customers. This will be done within three months.
, Momna Younis UNIT 9 -P5
The SMART objectives set for this promotional campaign are :
Specific – increase the income and make the product recognition to the focused target audience
(young and adults’ people) by means of advertising.
Measurable – Response to the feedback on Social media, Surveys, Questionnaires from the
audience.
Achievable – Interaction with the live audience with the medium of live sessions on Instagram,
Facebook, and YouTube.
Relevant – tags, Hashtags, movies for the smartphone make it realistic.
Time-Bound – begin date of the marketing campaign will be 20/03/2021 and runs for two
months.
Target audience - The goal market is men and women aged 16-35 with center income. These are the
people they will be targeting due to the fact sometimes they do not have time to make food to bring to
work.
The goal market is man and women aged 16-35 with middle income. These are the people they will be
concentrated on due to the fact now and again they do not have time to make meals to bring to work.
Most people from the age of 16-35 use social media and they like trying new products. They are
additionally most likely to read the leaflets and posters.
Segmentation target market
Demographics ( Who they are )
Age 16-35
income £18,000- £26.000
Types of jobs, experience, family Students, staff, employee in office, single,
married, children
Psychographic (how they think)
Education GSCE,A levels, currently students
Decision making Not key decision maker
Like/dislikes social class, lifestyle, personality Technology user, Eating takeaways, restaurants,
socializing
Lower class
Friendly
Behavioral (what they do)
Media Consumption Internet use , social media use
Habits & skills attitude to product Shops at local fast foods and takeaways
Loyalty status etc. Buys affordable products
Geographic’s (where they live)
Location Town city centre Birmingham, Smethwick ,
Climate ,population density Busy area
