Assessment 2: Marketing Plan

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Assessment 2: Marketing Plan
PROJECT BRIEF
Woodfordia Inc. – Producers of the Woodford folk Festival is our client for
this trimester.
Your team can start by generally familiarising yourselves with the organisation and festival:
Woodfordia Inc. Website – https://woodfordia.org/

WOODFORD FOLK FESTIVAL


Woodford Folk Festival website: https://woodfordfolkfestival.com/
Woodford Folk Festival Facebook: https://www.facebook.com/woodfordfolkfestival/
Woodford Folk Festival Instagram: https://www.instagram.com/woodfordfolkfestival/
Woodford Folk Festival Twitter: https://twitter.com/search?q=woodfordfolkfestival
Woodford Folk Festival YouTube: https://www.youtube.com/user/woodfordfolkfestival
Our marketing problem to resolve in the marketing report will be to: –
(1) Identify ways in which Woodford Folk Festival can increase interstate visitors to the
festival over the next 3 years (2020/21, 2021/22 & 2022/2023) to increase WFF and
Queensland tourism economic benefits.
(2) Identify, describe and quantify TWO potential target market segments. Select one of the
market segments for detailed planning
(3) Create a marketing plan (supported by WFF information provided, marketing theory and
other information gathered from secondary sources) to attract the selected target market
segment.
(4) The marketing budget for this campaign will be a maximum of $65,000 comprised of
$25,000 for 2021/22, $20,000 for 2022/23 and $20,000 for 2023/24. The 3-year
marketing plan MUST show an overall financial return on investment to Woodfordia Inc.
over the 3-year period. It is expected that, by the end of 2023/24 the marketing costs
incurred of $65,000 will be recouped through ticket sales and that at least an annual
additional $25,000 in Box Office or other revenue will be gained as a result of the
marketing plan (overall increase in revenue of at least $75,000 over the three-year
period).
(5) All marketing proposals can include draft examples of any proposed creative content as
an appendix e.g. YouTube, storyboard, mock-up of any print media etc.
FOR CLARIFICATION OF ADDITIONAL INFORMATION EMAIL YOUR LECTURER –
DO NOT CONTACT Woodfordia Inc. DIRECTLY.
Please note that this is only intended as a basic
example of a marketing plan layout and the
contents may vary depending on the
requirements of the authors and the particular
content they wish to include
Assessment 2: Marketing Plan
EXEMPLAR TEMPLATE
Cover Page
Report Title: Marketing Plan to significantly increase Interstate Visitors to
Woodford Folk Festival in a Post-Covid 19 Era
Student Name (s) and Numbers:
Subject Assessment: Marketing Management (LB5202) – TASK 2 – SP23 – 2020
Date Submitted:
Submitted to: Gregory Trotman
Word Count:
………………………………………………………………………………………………………………………………………………………
Executive Summary
………………………………………………………………………………………………………………………………………………………
Contents Page
………………………………………………………………………………………………………………………………………………………
1. Introduction
2. ELEMENT ONE – GOAL SETTING
2.1 Mission Statements
2.2 Interstate Visitor Goals
Make the
cover page
attractive.
In an Executive Summary you should state what the report is about
and your major findings and recommendations.
Write this last – no
more than ½ page
Formal Report Introduction contains (1.1) The subject of the report and who
commissioned the report (1.2) any limitations in research or gaps in
knowledge that the reader should be aware of when relying on the report
(1.3) the scope of the report summarising what the report covers and how
the information was gathered (e.g. secondary sources only)
No more than 1/2
page
Includes mission statements available for Woodfordia Inc. and
Woodford Folk Festival
Includes specific corporate goals relating to the commissioning of this
report (Interstate Visitor growth)
Refer to the separate Sample Contents Page for the report structure
Assessment 2: Marketing Plan
3. ELEMENT TWO – Situation review of current WFF and Interstate Visitor market
3.1 Current Interstate Visitor market segments and marketing strategies
3.2 SWOT analysis
3.4 Competitive positioning analysis
4. ELEMENT THREE – Strategy formulation and target market segmentation
4.1 Marketing Objectives and target market segment(s)
4.1.1 Specific Objectives (SMART) for marketing to interstate market segments
4.1.2 Potential Interstate Visitor Target Market segments
4.1.2 Selected Interstate Visitor Target Market segment (description, justification)
4.2 Three Year Marketing Plan Mix for attracting Interstate Visitors
4.2.1 Product
4.2.2 Price
4.2.3 Promotion (attach copies of any proposed promotional material drafts as an appendix)
4.2.4 Place
4.2.5 People
4.2.6 Process
4.2.7 Physical Evidence
4.3 Three Year Marketing Plan Activity Schedule (GANTT chart)
5. ELEMENT FOUR – Resource allocation and monitoring
5.1 Budget
5.2 Non-financial Resource Implications
5.3 Monitoring and Reviewing
6 Conclusions
INCLUDE BRAND
POSITIONING MAP
Critical section –
the description in
4.1.2 must be as
specific and
comprehensive as
possible
Critical section –
you must provide
details and justify
why this works for
Market Segment
(4.1.2)
Need to include estimated income,
expenditure and net results (as a
budget table) PLUS likely cash-flow over
the 3 years.
Need to include mention of any other
resource implications (e.g. existing staff
and facilities etc.)
Need to include how you are going to make sure the plan is
on track and put in place and a time when it should be
reviewed and updated. Metrics to measure success?
The conclusion allows you to summarise what you have
achieved in the marketing plan – it should be short and
succinct (all information should be already mentioned in the
body of the report)
Assessment 2: Marketing Plan
7. Recommendations
Reference List
Appendices
NOTE:
REFERENCES:
Should be in APA7 format. List should be in alphabetical order. Should use a combination of academic
articles, marketing theory, industry sources and media articles. Expectation that you will include a
minimum of 7 references, at least 3 of which will be academic.
Note: all work that is not yours must have an in-text citation (in the body of the report) and an associated
full reference (in this concluding References section)
APPENDICES: Each appendix should have a numbered title that aligns with what you included in the body
of the report. Remember that core information MUST be in the body of the plan – appendices are for
additional supporting information only.
SMART recommendation(s) based on
the previously stated findings of the
report.
Use APA 7 referencing style (Including
DOI’s)
Note: you must also use in-text citations
Remember –Only put in the appendices
those items that are too big for the
Report Body. E.g. you might have a
Budget Summary in the Report Body
that then refers to the Full Budget in
Appendix X

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