Week 3 – Assignment Task

SUSANNE LORRAINE HARFORD.

Complete the following task in your online journal.

KEY MESSAGES Review the brief for the scenario you have selected.·       1. List the key stakeholders (internal and external) for the EVENT·       2. What is one key message regarding the BUSINESS relevant to the event that would relate to all major stakeholder groups?··       3. What is one key message regarding the EVENT relevant to the primary external stakeholder groups?·       4. What is one key message regarding the EVENT relevant to internal stakeholders?

Week 3 – Assignment Task

SUSANNE LORRAINE HARFORD.

In order to avoid information overload some form of

marketing information system is required which will

ensure that decision makers get the information they

need when they need it (Masterman & Woods, 2006,

1. 34).

Porter (1986) maintains that the only three strategic

alternatives available … to fit within the corporate and

marketing strategies of the organisation… are ‘cost

leadership’, ‘differentiation’ or ‘focus’… A strategy of

focus requires specialization in one area (Masterman

& Woods, 2006, p. 64).

1. List the key stakeholders (internal and external) for the Event

To deal with the instruction in the first quote, above, required “some sort of marketing information system” (Masterman & Woods, 2006). So first, this Week 3 Assignment task creates the foundation of a

pre-determined set of actions that differentiate

your product from its competitors in terms that

are positive and personally relevant to your key

target audiences (Masterman & Woods, 2006, p. 57).

In order to identify the key stakeholders of this task I relied upon these quotes:

Primary stakeholders are those individuals or groups without

whose support the event would cease to exist. These are

employees, volunteers, sponsors, suppliers, spectators,

attendees and participants (Masterman & Woods, 2006, p. 18).

Key Stakeholders

Internal:

• Seniors Council of WA Management

• Perth City
  • Murray Street Mall Management
    • Seniors Expo liaison office/ers

• Other Internal Stakeholders, including:
  • Staff
  • Consultants
    • Insurers
    • Risk analyis
    • Caterers
    • Printer
    • Merchandiser-groups
  • Current sponsor/s

External:

• Each spectator/atttendee/participant
• WA Government
  • Department of Transport – bus, trains
• WA Mass media
  • News
  • Magazines for seniors
• Trade Press – local, national & international
• WA Events Calendar
  • VIP – work together with Seniors Council

& Murray St Mall

decide the year-season/date/specific-area of Mall

THE next part of this TASK

Having identified the key stakeholders any key message needs a “starting point” (Masterman & Woods, 2006, p. 57), or essential foundation from which to develop. This is the “positioning statement”. These authors also say:

The communications role is to change existing attitudes to

the product through the use of new imagery, information

and comparisons (Masterman & Woods, 2006, p. 66).

As a 68 year-old, born and bred West Australian (a ‘baby boomer’ PR and communications student) I belong to a most privileged ‘senior’ group – I’m an Australian. Along with many other WA ‘seniors’ I enjoy a great climate, an open and rich life-environment, where it is possible for ‘seniors’ to easily relate to all types of people, all ages, walks of life, cultures and society.

To Nature as well as to the life of the city, an environment where it is possible for ‘seniors’ to contribute in various ways . To know, feel, that still, at the end of our lives, we still have value, and meaning, to our society (Harford, 2015).

This client/task is fictional, so I propose a positioning statement that will encourage the BUSINESS, internal, and external key stakeholders of this event, one that provides them a forum. So, here goes: my birthplace is Fremantle, and I’m now 68, and, during my life I’ve observed – and experienced – how well Perth did for 3 of my gorgeous grandparents, numerous and often ettcentric aunts and uncles—- and my darling mother, during their last years. It seems to me that seniors the world over are looking for a Perth”. It’s a quailty environment.

Perth is aleady a great brand. Perth has “personality” as Masterman and Woods (2006) say, a brand “inextricably linked with image, perception and attitude”… the customers’s perception of all the tangible and intangible aspects of the product” (pp. 70, 71). Also, like most of my cohort, I feel like an ‘individual’, so I listened closely to:

Segmentation strategy is one-to-one or micromarketing

which involves adapting aspects of the marketing mix for

each individual customer, ie. market segments of one…

a company that produces bespoke or customized products

or services is following one-to-one marketing although the

initial marketing communications may still involve mass

media (Masterman & Woods, 2006, pp. 64, 65).

And here’s my positioning statement:

“Perth is one perfect environment.

For any senior – from anywhere in the world”

(Harford, 2015).

 

 

 

 

 

 

 

MY 3 KEY MESSAGES:

Using this positioning statement foundation, I developed key messages for business, internal and external stakeholders and – ‘individuals’ cohort.

2. My key message about BUSINESS relevant to the event that would relate to all major stakeholder groups is:

 

“Let’s NOW Look at Life Differently!”

3. 3. My key message regarding the EVENT relevant to the primary external stakeholder groups is:

 

“Find Out NOW-HOW to Live Life!”

 

4. My key message regarding the EVENT relevant to internal stakeholders is:

 

“NOW PERTH – is the PLACE to Live Life!”

 

Reference

ECU BB PRN2124 OFF-CAMPUS, S2, 2015, Week 3 Lecture and Activities notes.

Harford, S. (2015). 68 year-old West Australian citizen.

Masterman, G. and Wood, E. H. (2006). Innovative Marketing Communication, Strategies for the

events industry. Oxford: Elsevier Butterworth Heinemann.

END