LT3031N PR and Marketing for Events
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Marketing and Communication Plan
Met Connect 2013
Marketing and Communication plan
May 2012
Content
Title page 2 Content 3 Executive summary 4 Situational analysis 5 Positioning - Target - Segmentation 6 Objectives 6 Key messages 7 Event concept 8 Marketing strategies and tactics 9 Budget 19 Timeline 20 Appendix A SWOT and PESTEL analysis 22 Appendix B Positioning 27 Appendix C Target segmentation 28 Appendix D The Big Chill House 31
References 34
Executive summary
MetConnect is an annual end of year celebration for students in Event Management degrees (including sports, Hospitality, fashion, media, music) at London Metropolitan University. The event takes place at the end of the academic year to mark the start of the summer break for first and second year students, and the entry in the workplace for third year students. Hence, MetConnect also attracts professional’s representatives to transform this end of year celebration into a networking event. However, the disappointment of MetConnect 2011 to attract a significant amount of attendees, especially professionals, first and second year students, coupled with confusion towards the brand identity of the event, generated the cancellation of MetConnect 2012. Therefore, the main challenge for the students organising MetConnect 2013 will be to reinforce the professional value of MetConnect and attract more students by raising the awareness of the event, despite MetConnet 2011 having introduced confusion around the brand image resulting in poor attendance. Consequently, the £2000 budget allocated to market MetConnect 2013 will be spend entirely in below the line advertising, including 60% in offline marketing and 40% in online marketing. The strategies and tactics recommended will start as early as November 2012 and will continue up to three weeks after conclusion of the event in order to evaluate the success of MetConnect 2013.
Situational analysis
Diagnostic from the SWOT and PEST analysis (see appendix A)
MetConnect event is the chance for all students in Event Management degrees to interact with influential professionals due to the strong network of London Met whilst combining this with an end of year celebration. Whilst first and second year students will have the opportunity to gain knowledge and tips about Event management and related degrees, third year students may find through MetConnect the opportunity to meet their new employers. Indeed, MetConnect is the perfect event for industry representatives to chat face to face with pending graduates and find the individuals missing from their business.
However, the lack of interests and knowledge of students for networking events such as Metconnect, coupled with a lack of time from the industry representatives may affect the success of the event due to an insufficient amount of attendees. Furthermore, the significant absence of professionals attending MetConnect 2011 and misleading image of the event due to a late communication campaign may only reinforce an unsuccessful outcome.
Nevertheless, within the current economic context, successful employment is increasingly difficult and the crowded market of applicants may support the concept of the event. Also, adding to this the development of new communication tools favouring a strongest promotion of MetConnect, can suggest a positive result for MetConnect 2013. But this will only be achievable if appropriate marketing and communication strategy is employed, using suitable medium and following a strict timeline.
Problem to resolve
How to reinforce the professional value of MetConnect and attract more students by raising the awareness of the event, despite MetConnet 2011 having introduced confusion around the brand image resulting in poor attendance?
