Executive summary - purpose of finding a solution to the problem of...

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Executive summary This report, in the form of the Marketing Communication plan, has been written with the purpose of finding a solution to the problem of launching X, a new event management company targeting individuals, into the Dutch market. It was essential to analyse the external as well as internal environment of the company to answer the central question.The findings of the research have shown that X, with its wide range of workshops, arrangements and events, has the potential to become a successful events organiser since there is a demand for this type of service among the target audience. Additionally, recent trends are favourable as people want to gather to relax and have fun in a professionally organised way. However, the events market is very competitive and to distinguish itself from two main competitors, the company had to create a strong brand identity.The target audience on which X will focus , consists of the middle to upper income professionals (on average exceeding € 30 000 per capita on a yearly basis) with a Dutch as well as an international background, in the 25-45 and above age range, living in The Hague and leading busy , active family and social lives. They are divided into three segments.Young and single professionals in their 20’s and 30’s, without any personal commitments, very active socially, in their free time oriented towards fun, excitement and pleasure. They are potential clients for bachelor and birthday parties.Married couples and partners living together with children, leading successful career lives, preferably with two incomes, paying attention to comfort and well-organized free time spent in a family circle. This is the main segment the company will focus on, suitable for most of the activities X offers such as birthday, communion and christening parties, weddings, baby showers, anniversaries and theme parties.Seniors still socially active with a relatively high pension to organize an event such as a jubilee or birthday party. 2 / 6

Among its target audience, X should position itself based on a client-oriented approach that gives priority to the customers wishes and needs and enables them to take an active role in the process of organising the event. Moreover, the company should be seen as a professional specialist with a passion for events. All this is emphasised through the company’s slogan, Events with passion. Just the way you wish. X’s unique selling proposition would be ‘’Your wishes and needs are our priority. Make the most of it now’’. This message will be sent out during the promotional campaign.The company’s business objective is to become the preferred event management company of the clients in a targeted region within 36 months. The marketing communication objective has been formulated by combining the marketing and communication objectives and is as follow; To create 30% brand preference among the X target groups within 24 months after the promotional campaign has been launched.To achieve its goals the three marketing communication strategies will be implemented , such as; Create a brand personality for the company Generate some favourable word-of-mouth in the pre-launch phase Launch of the X These strategies need to be supported by the following marketing communication tools; Pre-launch phase; website, brand identity, direct marketing, buzz marketing, Word-of- Mouth Launch; event, free publicity, direct marketing, search engine marketing, internet advertising Post-launch; evaluation form, direct e-mail with brochure and newsletter 3 / 6

After a period of time the effectiveness of the campaign will be measured in order to find out how effective the programme has been and if it can be improved. To evaluate the campaign the use of the following means of measurement will be applied.Survey Booking sheets Counting visits on the website Panel discussion 4 / 6