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THE CLIENT BRIEF VISIT MEXICO Visit Mexico campaign is managed by…
THE CLIENT BRIEF
VISIT MEXICO
Visit Mexico campaign is managed by the Mexican Secretary of Tourism. The campaign’s main aim is to raise awareness of Mexico as an exciting tourist destination. Visit Mexico targets consumers in a number of countries, but mainly focuses on the USA and the UK.
The campaign is an example of destination marketing which is a marketing approach in the travel industry that involves promoting a specific location and its benefits instead of the product or service that a company offers. Visit Mexico campaign has run for a number of years and many countries have been targeted.
Visit Mexico’s main objectives:
to work with travel agencies and media outlets to promote tourism to Mexico.
To execute campaigns targeted at consumers to promote tourism to Mexico
Visit Mexico received £200,000 to make and execute direct and digital marketing campaign in the UK. The main aim of the campaign is to increase awareness of Mexico as a safe, culturally rich, adventurous destination to British consumers and to increase the number of visitors to Mexico from the UK. The campaign will run in the UK.
Make a Direct and Digital Marketing Strategy Plan to address the objectives/aims as listed in the Client Brief above.
When preparing this strategy, please follow the PASTA framework of marketing planning.
Problem Definition – Which goal does the client want to achieve? What issues are involved? What strategic objectives underlie the development of a plan?
Analysis – analyze the market and the environment of the organisation. This consists of both internal and external analysis.
– Internal: What is the organisation? Who does what? What is the organization’s volume of sales, customers, calls and web traffic? What are the company’s strengths?
External: How many consumers use the product? What is the market size? Who are the customers or users? What interest groups are important? What is the consumer behavior? What does the decision-making process regarding the product look like? Who are the competitors
Strategy – consists of four modules: target group, objectives, proposition, and positioning
– Target Group: Which consumer segment is important? How is the target group defined? What are the advantages the target group is looking for? What is important to the product (service) for the target group? What are the communications tools and channels they are looking at?
– Objectives: What should the campaign achieve? Marketing/communications objectives can be broadly divided into three categories: “Reach” goals, “Process” goals and “Effectiveness” goals.
– Positioning: creation of a distinctive position relative to the competitors in the perception of the consumer. When an organization wants to determine positioning, it is important to have done a good competitive analysis. An organization can choose an informational Positioning focusing on the functional attributes and benefits of the product: the product is the best solution, or the price is most favorable, or the delivery terms are the best. There can also be choice of a transformational Positioning.
– Proposition: a central message and values. The Proposition is the aggregate offer which can be separated into product, price, distribution (which channel?) and the communicative value of the offer. The value Proposition is shaped by the visible and invisible benefits to the consumer.
Tactics – What communication tools and devices (channels) are used to achieve the goal?
The channels are the traditional channels such as print (newspapers and magazines) and television, augmented by digital devices (desktop, laptop, tablet and especially smartphone with internet access).
The tools are the traditional instruments such as advertising, sales promotions (brand activation[1]), direct mail and retail promotion, augmented by typical Internet tools such as the website, the app, email-marketing, bannering and mobile marketing.
The techniques are specific and unique to the internet, such as search engine marketing (traceability), behavioral targeting (communications offering based on the behavior of the user), and affiliate marketing (“sellers” are rewarded based on units sold)
Actions – This step is about creating a schedule, determining a budget and designating people.
Time: Making a timetable
Money: How can the budget be used? Which channels must be chosen for exposure?
People: Who has the expertise to design a tool? Is the developing outsourced?
Executive Summary
What is Visit Mexico? Describe the company.
Introduction
Give a summary of the key issues that the client is facing, describe the problem, and give an overview of market and product (service) analysis, competitors analysis and consumer analysis.
Strategy
This part is the ‘heart’ of the proposed direct and digital marketing plan. State your SMART Objectives (3 objectives are required), and propose detailed direct and digital marketing tactics that will meet your SMART objectives and can be executed within the stated budget and timeline.
SMART Objectives should be based on the general aim of the campaign stated in the Client Brief.
Make the following:
A critical evaluation of Visit Mexico website (SEO and user Experience)
Action
This part of the plan should list the key metrics for ongoing measurement together with plans for monitoring and analysis to ensure that the KPIs are met. Usually, it is advisable to have at least one metric per objective.
How much will it cost to execute the communication plan? (Itemised budget breakdown with supporting rationale)
Timeline of the proposed tactics.
