paper edited

User Generated

wjnyy14

Business Finance

Description

I just need this paper edited. I need it ran through Grammarly and checked for plargiarism as well. I don't need the content changed unless you feel some finishing touches are needed.

Unformatted Attachment Preview

1 Week 5 – Cottonwood Gulch Team B MKT/571 11/14/17 Susan Olsen 2 Branding strategies and Marketing communication plans are important aspects to effectively market any business. Branding strategy can be defined as Long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market. This portion of the Cotton Wood Gulch project will examine five important aspects and describe how Cotton Wood Gulch can most effectively utilize them in marketing services. Maintaining Brand Image Maintaining a brand image will help Cottonwood Gulch display a professional identity, produce an authentic picture of who they are, provide a clear message about the Gulch and what it stands for, offer a clear internal direction for staff to maintain alliance of the Gulch’s core values and organizational position, and make new and existing material easier to create, due to the templates already created (Perilli, 2016). To accomplish this, Cottonwood Gulch should create a brand guide that provides staff, marketing consultants, freelancers, and product production the specific details of the consistent brand image. The brand guide should include expectations for the website, newsletters, trek logs, postcards, emails, business cards, presentation slides, videos, social media, packaging and labels, uniforms, fonts, colors, and signage, so all media carries the same theme. Promotions Promotions are extremely important to marketing strategy. Cotton Wood Gulch can implore different promotional strategies in order to successfully market the services and gain more 3 clients. Promotional mix methods may be utilized by Cotton Wood Gulch to achieve positive results. The first promotional method that Cotton Wood Gulch can utilize is a sales promotion. A sales promotion can take many forms such as offering coupons or discounts. For Cotton Wood Gulch, this method would be useful if the company provided a discounted rate for new clients if they sign up by a particular date. The second promotional method that will provide the most value to Cotton Wood Gulch is personal selling. With personal selling, a sales representative would meet one on one with the perspective client. This allows a personal interaction and a good rapport to be established. The third promotional method that Cotton Wood Gulch could see success with is a sponsorship. With a sponsorship, Cotton Wood Gulch could chose different schools in its target market demographic and pay them a small percentage of sales produced by the school. The final promotional method that will provide the most success for Cotton Wood Gulch and their goals is social media. Avenues such as Facebook and Twitter may be utilized to keep the company alive with potential clients. Social media is a great method because the basics are free. More than one billion people are active on Facebook and this avenue will provide huge success regarding promotions. Advertising Strategy and Objectives The avenues for Cottonwood Gulch’s advertising strategy include social media, publications, web site, word of mouth, and adjoining/border New Mexico states. The slogan or “catchy phrase” proposed to appear on advertising will read “Not a camp, a taste of hardships. A standard of camping, which will be a satisfaction to ourselves.” The incorporation of founder, 4 Hillis Howie’s words into the presentation of the Cottonwood Gulch to potential consumers is a must. Presenting Cottonwood Gulch as Hillis and current director Kris Salsbury view the Gulch is inspiring and honest. Publications for advertising include but are not limited to airline magazines, school publications, college publications, vacation magazines, and brochures. The objectives of marketing plan for Cottonwood Gulch 2017-2018, are to reach potential Trekkers through alumni collaboration. The initial plan is to send brochures to Cottonwood Gulch’s alumni with office space and reach as many potential Trekkers as possible, whom alumni can influence to attend by relating first hand experiences; develop marketing goals based on true understanding and value of cottonwood Gulch programs and Trek content; pair search words on internet with geology, science, and paleontology; and offer Treks to publicists who will write and publish articles about Cottonwood Gulch. Media Strategy Media strategy in marketing is the process of how to deliver the message to consumers or niche markets. Designing the communication requires answering three questions: what message do we want to say, how do we want to say it, and who should say it (Kotler & Keller, 2016). Additionally, Cottonwood Gulch marketers need to find the most cost-effective method to deliver the message to their targeted audience. All stakeholders need to be part of a media discussion, the brand, account management, and planning. A survey conducted by the research team revealed that trekkers found out about Cottonwood Gulch from Alumni and or the internet. The team listed to what former trekker had to say and came up with the following recommendations: 5 • Blogs – hiring a professional to write – the product (blog) can be published on the Cottonwood website and Facebook page. May get published in mainstream media. • Recruiting via Alumni using the Alumni News Letter – refer a friend discount. Recruit Alumni to widen the circle of influence, such as former trekker, now Senator Martin Heinrich's endorsement. • Print and mail flyers to High Schools and Colleges within the targeted market for posting on bulletin boards. • Last-but-not-least, use of social media platforms is inexpensive and reaches the widest audience, i.e., Facebook, Pinterest, YouTube. Pull and Push Strategies • Pull strategy brings customers to the organization to ask questions that lead to many variations. To put in another way, the customers already are aware of the merchandise through word of mouth, stores, social media, websites, and blogs, customers know about the organization and what they offer. The customers need specifics to support their purchase. In using a pull strategy, the customer calls the organization; the customer sends a suggestion card and the customer emails the organization with questions. • When implementing a push strategy, the consumers are less involved and need a bit more attention in marketing. Dogramatzis (2012) stated, “When using a push strategy, a manufacturer transmits direct information to the consumer, in an effort to raise awareness, interest, trial, usage, or loyalty” (p.75). Push strategy 6 encompasses calling the customer, sending emails and sending direct mail. Creating product awareness by forming a brand position that truthfully emulates the company and product, and by bringing on what the outcome promises, will make the organization well-known. • Given these points, Cottonwood Gulch has been using the pull strategy. Based on the marketing research using Survey monkey and phone interviews, Cottonwood Gulch customers are already aware of the organization by word of mouth. Conclusion The five elements of the Product, Place, Promotion, and Price strategies are important for Cottonwood Gulch’s success. Without a detailed plan, time and resources could result in loss of revenue, sales, and customers. To steer Cottonwood Gulch in a productive direction, using the provided strategies will not only help target its energy and money to the right consumer, it will also help sustain a brand that is enjoyed and followed for many years to come. 7 References Dogramatzis, D. (2012). Biomarketing strategy and tactics 101: Part III of III. Journal Of Commercial Biotechnology, 18(4), 75-86. Retrieved from https://content.ebscohost.com/ContentServer.app Kotler, P. T.., & Keller, K. L.(2016). Marketing Management 15th Edition. Boston: Pearson Education, Inc. The Marketing Mix. (n.d.). Retrieved November 10, 2017, from http://www.learnmarketing.net/promotion.htm Perilli, R. M. (2016). 5 steps for making your brand identity more consistent. From Entrepreneur Web site: https://www.entrepreneur.com/article/281523
Purchase answer to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Explanation & Answer

Attached.

Outline
APA cover page
Introduction
Maintaining brand image
Promotional strategies
Conclusion
References page


Running head: MARKETING

1

Week Five- Cottonwood Gulch
Team B
MKT/571
11/14/17
Susan Olsen

MARKETING

2

Branding strategies and Marketing communication plans are important aspects to
effectively market any business. Branding strategy can be defined as Long-term marketing
support for a brand, based on the definition of the characteristics of the target consumers.
Marketing communication is a fundamental and complex part of a company’s marketing efforts.
Loosely defined, Marketing Communication can be described as all the messages you deploy to
communicate with the market. This portion of the Cotton Wood Gulch project will examine five
important aspects that describe how Cotton Wood Gulch can most effectively utilize them in
marketing services.
Maintaining Brand Image
Maintaining a brand image will help Cottonwood Gulch display a professional identity,
produce an authentic picture of who they are, provide a clear message about the Gulch and what
it stands for, offer a clear internal direction for staff to maintain alliance of the Gulch’s core
values and organizational position, and make new and existing material easier to create, due to
the templates already created (Perilli, 2016). To accomplish this, Cottonwood Gulch should
create a brand guide that provides staff, marketing consultants, freelancers, and product
production the specific details of the consistent brand image. The brand guide should include
expectations for the website, newsletters, trek logs, postcards, emails, business cards,
presentation slides, videos, social media, packaging labels, uniforms, fo...


Anonymous
Awesome! Perfect study aid.

Studypool
4.7
Indeed
4.5
Sitejabber
4.4

Related Tags