An Exemplar Response for Unit 2 Marketing Campaign AF6 & AF7 which is Budget and Timescale. Examiner tips and structure. AF6 &AF7 for the case study Shine Beauty. All other AFs are available. This Exemplar response has been written by a qualified business lecturer and private tutor. This element ...
Shine Beauty
AF6&7 [12 Marks]
Budget and Timescale
20 Minutes spent on this section (AF6/7 Analysis Tool)
I have included all 3 tools (SWOT/PESTLE/PRODUCT LIFE CYCLE). In the exam you will need
to create at least 2 analysis tools.
BUDGET:
The initial marketing budget for Shine Beauty is set at £50,000 and the campaign will run for
a duration of 6 months.
Media Selected:
Budget Allocated = £50,000
I would advise for Shine Beauty to use traditional methods of marketing 95% of her
customer base is within Cheshire and her salon location too, it means she can target her
market more specifically.
Firstly, I would recommend Radio Advertisements to promote the business and any
upcoming salon events. This is because it will reach a large and wider audience of potential
salon clients, we will run 30-second radio ads on Cheshire Smooth, focusing on the morning
(7.00am to- 10:00 am) slot, but also a limited test on the drivetime (4.00pm – 7.00 pm) slot.
The overall campaign will use 4 different ads and will run for 3 months whilst the events are
being held. We will run ads for 2 weeks a few days before each series of events. The ads will
feature Dr Shine inviting people to join her at an event near them, with a call to action that
includes a text number to use to get booking information. We will measure lead generation
for each ad.
We will negotiate a discount on the published advertising rates at Cheshire Smooth in return
for Dr Shine appearing as a guest on one of their popular radio shows.
Ad preparation costs x 4 ad formats = 4 x £250 = £1,000
Ad plays: Morning slot: 400 plays at £25 per play = £10,000. Drivetime slot: 125 plays at £32
per play = £4,000
Total cost: Ad prep £1,000 + ad plays: £14,000 = £15,000
Another element of the campaign will be to design brochures.
Brochures will be sent out in two phases in months 1&2. We will target post codes within 15
miles of Shine salons which match socio-economic profiles most likely to contain potential
beauty salon customers. Each brochure will feature high quality descriptions of Shine Beauty
services, including innovative and premium treatments, and customer testimonials.
Photography will focus on Dr Shine working with her staff, use of hi-tech equipment, and an
invitation to attend an event. A trackable QR code will be used to point clients to a
dedicated landing page on the Shine Beauty website.
Copy writing, photography and design: £1,500
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