Reference no: EM132975167

The Marino Conference Centre - Tasks summarising

Task 1- Plan Promotional activities for a marketing campaign

Strategic goal/Operational objective is - Marino Enterprises wants to be running the centre at 65% occupancy rate within 12 months.
a/ Meeting discussion - (Role play)

The meeting to discuss promotional activities also identified that the website for Marino Conference was outdated and not attractive to customers.
• Potential target consumers - High -end weddings, Corporate businesses, Expos, Conference groups, Event Management organizations
• Promotional Budget - $ 80,000 for this financial year
• Timeline to implement the promotional activities - 1month- 3 months
• Required resources - Marino Enterprises marketing manager/team, Outsource to consultants such as Web designer, SEO (search engine optimization) expert
• Objectives - increase the sales of the conference rooms
• Policies: Marino Enterprises - Marketing and Promotions Policy
• Procedures: Marino Enterprises - Style Guide
b/ Write your briefing report (

USE the MARINO ENTERPRISE STYLE GUIDE
Conduct an internet RESEARCH to plan your promotional activities. (Reference your sources) The following points need to be included in your report:
• A brief outline of the planning process you will follow to organize your promotional activities, from start to finish:
o what and why you are promoting (objectives of promotional activities)
o what your goals are
o who your potential target customers are
o what activities will be used to promote your conference rooms
o how much your budget is
o other resources needed
o timeframe

• Assess how the following promotional activities could be used to support the promotional objectives, including at least one pro (+) and one con (-) of each opinion. See slide of useful websites!
o Advertising -radio, TV, newspapers
o Social media marketing
o Special events / launches and networking events
o Web pages
o Direct marketing

• Identify at least four business networks that could be helpful in building business. Outline how they could be beneficial to the business.
• Choose three promotional activities that you think Marino Conference Centre should undertake. Include your reasons for identifying the activities as suitable.
• For the promotional activities you have chosen, document a specific objective for each. What should be achieved by the activity? Your objective must follow the SMART principles. (Specific-Measurable- Achievable - Relevant -Timeframe)
Specify how the Conference Centre capacity will be increased by your chosen promotional activities. Read and use the given instructions in Task3 when you specify your SMART targets such as engagement and conversion metrics...
• Outline how your promotional activities will meet the Marino Enterprises Marketing Policy and relevant legislations.

c/ Action plan - A template is sent to you!!
Develop an action plan using the template provided to set out how your recommended promotional activities will be actioned. Ensure your plan is developed with the resources budget and timelines.

Task 2 - Implement Promotional activities - Write 7 briefs - (emails/letters/documents) + Promotional material (for example: brochure)

Select one of your promotional activities from Task 1 to implement. Write three briefs according to the requirements below. The briefs should be formatted according to the Marino Style Guide. Your letters must be professionally written!!

Part A - Write 3 emails/letters/documents + promotional material
1/ Make contact in writing with your internal resources (your staff). Write an email to your staff and ask them to implement/create a promotional activity. For example: advertisement, brochure, sales bundle. In this task you need to write a letter and create a promotional activity too. For example, if it's a print advertisement then a copy of the ad, or it's a radio advertisement then script should be provided, if it is a sales advertisement a brochure needs to be done, etc. YOUR AIM IS TO INCREASE THE SALES OF THE MARINO CONFERENCE CENTRE!!
Excellent promotion is that in which you are able to attain your customer attention on a particular item. The foundation of promotion is that your item price and different offers are completely defined so they are easily understandable for the purchaser. The objectives we attain from marketing is that people get awareness about the product using different medium such as newspaper, media, radio etc
The purpose of this communication is to prepare them for the task including the budget and timeline that have been allocated to them in the action plan and gain agreement for their involvement.
2/ Contact (email) one of the external contractors that you want to engage for that expertise for example, a web designer or social media expert. The purpose of this communication is to request their services, in the form of a quote, for the tasks that have been allocated to that type of expertise. You need to include:

• An induction to the company ( when/ where was established, service you offer, target customers)
• Current website (+ & --) then brief outline of your ideas and key messages that you want to convey (aims /vision for the new website)
• the strategic goal and promotional objectives- set in Task 1
• Outline the relevant Marketing Policy requirements that they must comply with- set in Task1
• Budget available

3/ Make contact (email) with a business network that you have identified in Task1. Enquire some information you are not familiar and request some assistance on your topic. For example, ask a social media expert how to create a Facebook advertisement or ask the Australian Marketing Institution a question related to legislation/regulations. The letter must be professionally written!
Part B - Write 4 emails/ letters/documents
You have received three quotes for website development (read the script in your assessment)
1. Select the consultant that you will work with for the development of website. Write a letter to your trainer (COE of the company) and explain why you have or have not selected each consultant. (Explain the timeframe, budget, quality, reputation, etc)
2. Write a brief letter to each of the consultants (3 emails) letting them know if they have been successful or not with an explanation as to why.

Task 3 - Promotional activities review report ( 1-2 pages)

a/ Develop a report on the outcomes of the promotional activities conducted, including an evaluation of the outcomes and issues arising as identified in your assessment. USE the MARINO ENTERPRISE STYLE GUIDE (sent to you)
Your report should include:
• Summary of the case study information - use graphs or tables to show the information
• An evaluation of the impact of the promotional activities - strategic goal was to increase the function room sales by 65% within 12 months
• Report on costs and timelines
• Review the planning process
• Recommendations for improvement to the website and future promotional activities.

• Provide at least two recommendations for website improvement and at least two new ideas for future promotion (other than what you have already got in Task1) and explain how these activities will help to achieve the goals and objectives.

Attachment:- marketing campaign.rar