Marketing Plan Example
Marketing Plan Example
MARKETING COMMUNICATIONS PLAN
EXECUTIVE SUMMARY
Acreditation UK operates as a client funded full cost recovery business. In 2004-05 and again in 2005-2006, the Scheme unusally experienced a surplus totalling of £38,633 as a result of a surge in applications to the Scheme in the latter half of the year. This fund has been forward accrued to 2006-07 and the Accreditation Scheme Board has requested that a costed plan be prepared, outlining an option for the use of these funds.
At the June 2006 meeting of the Executive Board, £15k of these surplus funds were earmarked for an inspection allocation software project leaving £23,633 for a marketing and communications project.
In light of the significant changes (outlined in the body of this plan) which have recently and will in the near future take place and which impact on the accredited and non-accredited UK ELT sector, this report sets out a comprehensive and strategic marketing and communications plan for the relaunch of the Accreditation UK offer in 2006-2008 using as budget the £23,633 accrued from 2005-06.
The proposed marketing and communications programme encompasses above, through and below the line media and includes a comprehensive timetable, budget and mechanisms for effectiveness monitoring.
PART 1: Marketing Plan
1. KEY TARGET MARKETS
1.1 The non-accredited UK ELT sector . Our main objective for marketing and communication should be to increase membership of the Scheme, focussing on the private sector and taking advantage of the interest created by the impending Home Office register, set to replace the current DfES register in early 2007. There may be as many as 1000 unaccredited ELT providers; however estimates suggest that only 300 of these are on the current DfES register.This segment of the market appears to be, from past research, predominantly smaller principal owned and managed operations. Specific segments to target include:
• private sector small
MARKETING COMMUNICATIONS PLAN
EXECUTIVE SUMMARY
Acreditation UK operates as a client funded full cost recovery business. In 2004-05 and again in 2005-2006, the Scheme unusally experienced a surplus totalling of £38,633 as a result of a surge in applications to the Scheme in the latter half of the year. This fund has been forward accrued to 2006-07 and the Accreditation Scheme Board has requested that a costed plan be prepared, outlining an option for the use of these funds.
At the June 2006 meeting of the Executive Board, £15k of these surplus funds were earmarked for an inspection allocation software project leaving £23,633 for a marketing and communications project.
In light of the significant changes (outlined in the body of this plan) which have recently and will in the near future take place and which impact on the accredited and non-accredited UK ELT sector, this report sets out a comprehensive and strategic marketing and communications plan for the relaunch of the Accreditation UK offer in 2006-2008 using as budget the £23,633 accrued from 2005-06.
The proposed marketing and communications programme encompasses above, through and below the line media and includes a comprehensive timetable, budget and mechanisms for effectiveness monitoring.
PART 1: Marketing Plan
1. KEY TARGET MARKETS
1.1 The non-accredited UK ELT sector . Our main objective for marketing and communication should be to increase membership of the Scheme, focussing on the private sector and taking advantage of the interest created by the impending Home Office register, set to replace the current DfES register in early 2007. There may be as many as 1000 unaccredited ELT providers; however estimates suggest that only 300 of these are on the current DfES register.This segment of the market appears to be, from past research, predominantly smaller principal owned and managed operations. Specific segments to target include:
• private sector small