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Develop a marketing communications campaign against Scottish Independence for Better


Together.

B e t t e r T o g e t h e r

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Table of Contents
Situation Analysis .............................................................................................. 3
Referendum and Better Together ............................................................................................................ 3
The Vote and Current Campaigns ........................................................................................................... 3
Marketing Mix ..................................................................................................................................................... 4
The Wider Macro Environment .................................................................................................................. 4
Political Impacts ................................................................................................................................................ 4
Environmental Impacts ................................................................................................................................. 5
Social Impacts ................................................................................................................................................... 5
Technological Impacts .................................................................................................................................. 5
Legal Impacts ..................................................................................................................................................... 5
Economic Impacts ........................................................................................................................................... 5
SWOT Analysis .................................................................................................................................................. 6
Better Together Objectives .............................................................................. 6
Strategic Analysis .............................................................................................. 7
Audience Segmentation ................................................................................................................................ 7
Demographics .................................................................................................................................................... 7
Psychographics ................................................................................................................................................. 7
Targeting ............................................................................................................................................................... 8
Positioning ............................................................................................................................................................ 8
Proposal Campaign Tactics ............................................................................. 9
The Marketing Message ............................................................................................................................. 10
Putting the Campaign into Action ................................................................. 10
Measuring the Campaign Success ................................................................ 10
References ........................................................................................................... 11
Bibliography ......................................................................................................... 13

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Situation Analysis
Referendum and Better Together
Scotland is facing a historic moment in its history; the referendum vote is due
to take place on 18th September 2014 deciding if Scotland should become
independent from the United Kingdom or not. Better Together is a pro-union,
cross-party campaign against Scottish independence involving Lib-Dems,
Labour and Conservatives in this political historic event.
Currently, Better Together holds three agencies to market their campaign.
Republic Media acts as a media planner and buyer, Zeitgeist is its main
marketing communication agency and Blue State Digital is overseeing its
digital marketing communications. This document will outline research of the
audience and propose a new marketing communications campaign.

The Vote and Current Campaigns


The vote is offered to everyone over the age of 16 who retains residence in
Scotland, this excludes 800,000 Scots who live in other parts of the UK
(Black 2013). The main objective for the marketing for all campaigns involved
is to inform the audience of all angles of the referendum and the impact it will
have on the Scottish people, for or against.
The vote will ask the Scottish people Should Scotland be an independent
country? Yes or No (Sturgeon 2013). On the 25th May 2012 the YES
campaign was launched standing for pro-independence, Better Togethers
main competitor. YES are using marketing techniques to change opinion,
whilst Better Together are giving information to the audience but believe
together is better; Andrew Black (2013) reports Its likely that other campaign
groups will spring up as the campaign goes on. According to current polling
data by the British Social Attitudes support for independence has tended to
oscillate between about a quarter and a third (Black 2013).
Better Together have an advantage to YES due to it backing for no change in
Scotland, YES have to work hard to get people to change their opinion; after
all no one likes change. Better Together are currently selling facts and the
social norm as it USP, whilst also revealing the repercussions for choosing
independence. The YES campaign has been hindered in dishonestly since its
launch, according to Raikes
(no date). However, as seen
in Figure 1 (The Porridge
2013), Better Togethers
recent advertising campaign
has caused a stir amongst
audiences with its tagline
Remember, its the week
after 9/11! since coining the
phrase unforgettable (The
Porridge 2013).

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The main use of marketing currently conducted is by Blue State Digital with
the use of the Better Together website and Social Media pages, allowing a
more personal response to the campaign, this will continue in the proposal
campaign, as it has receive successful reviews for both YES and Better
Together campaigns.

Marketing Mix
To conclude, Figure 2 outlines the current marketing mix.

The Wider Macro Environment


Political Impacts
An independent body will oversee all campaign groups involved due to the
political nature of the vote. The Electoral Commission outlines it role with the
marketing campaigns for the Scottish referendum:
2.3 The Electoral Commission is an independent body established by the
Political Parties, Elections and Referendums Act 2000 (PPERA). We
regulate party and election finance and set standards for well-run
elections and electoral registration in the UK. We have statutory
responsibilities in relation to elections, and referendums held under the
provisions of PPERA. These responsibilities include: promoting public

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awareness of elections and how to participate in them; giving guidance
on, and setting standards for electoral registration and electoral
administration; reporting on the administration of elections and
referendums; giving guidance to candidates, agents, political parties and
referendum campaigners; and regulating and reporting on election and
referendum funding and spending.

Electoral Commission (2012: p.11)


Environmental Impacts
Pro-union websites are promoting the opportunity independence will bring for
a more sustainable economic Scotland and suggesting the UK Government
wont give us control of Crown Estate revenues, denying local communities
the benefits of our renewable potential (National Collective 2012).
Social Impacts
As highlighted previously, many Scottish born will not be eligible to vote in the
2014 referendum. As a result, 400,000 people from the other areas of Britain,
currently living in Scotland will get the opportunity to vote (Black 2013). This
seems to be the fairest way to proceed, however, it can have a dramatic
impact on the outcome, as many British born are more likely to be pro-union.
Furthermore, the vote could cause communities to divide as a result of
individuals promoting heavily within small communities in Scotland.
Technological Impacts
Each campaign needs funding from its supporters; these donations are used
to help to promote the campaign, the paying of wages, buying advertising
space, and paying for transport to get to conventions etc. The development of
interactive websites has allowed for easier and more trusted campaign
donations, as it stands Better Togethers total donations currently stand at
1,118,451 (Carrell 2013c).
Legal Impacts
Ten months after the Better Together campaign was launched, the bill to
change the age requirements to vote was passed. The Scottish Independence
Referendum (Franchise) Bill: Equality Impact Assessment, outlined other
votes that have taken place whereby, 16-17 year olds have been eligible to
vote and worked successfully. The bill has been passed resulting in eligibility
for 16-17 year olds to vote, moreover ensuring that data on young people is
treated sensitively (The Scottish Government 2013c).
Economic Impacts
The outcome of the referendum will have an impact on the Scottish economy
if the majority vote yes for independence. The UK GDP has grew by 0.3% in
the first three months of 2013, which is in favour for the Better Together
campaign as there is no way to know if an independent Scotland economy will
have the opportunity to beat this or return to a recession (BBC 2013).

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SWOT Analysis

Better Together Objectives


Better Togethers specific objective is for the outcome of the referendum to be
Scotland remaining apart of the UK, currently being monitored by polling data;
this data can help measure Better Togethers campaign impact. The date of
the referendum has been set to 18th September 2014 giving Better
Togethers campaign a specific call to action, to vote on that day. With only
one outcome out of two choices, Better Together have a 50% chance of
getting their desired outcome however, polling data and campaign impact will
give Better Together a higher chance.
Cognitive Objective: Better Together want the people of Scotland to know
being apart of the UK is the best possible choice for our future. Better
Together (2013a) suggest on their website You will find expert opinion and
analysis we wont always agree with every statistic or argument that
independent experts offer, but we will try to give you as much information as
you need.

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Affective Objective: Better Together and YES campaign want everyone
eligible to vote to feel apart of the biggest decision in our history (Better
Together 2013a).
Conative Objective: Ultimately Better Together desires everyone to vote in
favour of Scotland remaining apart of the UK, In a referendum everyones
vote will count and everyones voice needs to be heard. We will speak up,
very loudly and very clearly, for the millions who believe we are Better
Together (Better Together 2013a).

Strategic Analysis
Audience Segmentation
Demographics
Currently, 5.2 million people live in Scotland, 48% women and 52% men. The
Scottish Government (2011) has subdivided the population into three age
brackets, two of them eligible to vote, 16-64year olds making up 66% of the
population and 17% 65+. Figure 4 (The Scottish Government 2012b) exhibits
the Scottish population social economic status in gender categories. The
three most popular statuses for men are self-employed, full-time employment
and permanently retired from work, whilst majority of women are either in fulltime employment, part-time employment, or permanently retired from work.

Psychographics
Lifestyle and Personality Analysis
Taylor Nelson produced a framework called Monitor dividing the UK
population into three categories with sub categories. At the time of this
framework was published the UK included Scotland therefore the following
illustrates the lifestyle and personality of the Better Together campaign
audience:
1) Sustenance-driven- motived by material security
a. The aimless young unemployed and elderly drifters
b. Survivors traditionally minded working-class
c. Belongers conservative family-oriented

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2) Out-directed motived by the desire of status
a. Belongers
b. Conspicuous consumers
3) Inner-directed
a. Social resisters caring and often doctrinaire
b. Experimentalists hedonistic and individualistic
c. Self-explores less doctrinaire than social resisters and less
materialistic than experimentalists
Wilson and Gilligan (2005: p. 344)
Behavioural Analysis
Figure 5 (adapted from Percy and Rosenbaum-Elliot 2012) demonstrates the
behavioural sequence model applied to the Better Together campaign
audience. The voters will make an independent decision to be involved and to
physically vote, in their home, ultimately voting at a polling station, however,
they all can be influenced in many different methods, all affected by marketing
up until the point of the physical vote.

Targeting
The wide reach of audience for the referendum requires a lot of money to
target them all successfully. The proposed campaign will target two key
demographics; disabled or long term condition in Scotland households making
up 33% of the population and households who have young children making
24% of the population (Parenting Across Scotland no date and NHS Health
Scotland 2010). According to Taylor Nelsons Monitor framework, this
demographic would be classed as Survivors, Belongers and Conspicuous
consumers (Wilson and Gilligan 2005). They will be deeply affected if
independence is the outcome, due to the changes in the UK free schooling
system and NHS, most probably revealing an interest in the wider economic
debate currently taking place.

Positioning
Percy and Rosenbaum-Elliot (2012: p.147) suggest the market actually
defines itself by how the consumers see the market. The referendum is a
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new experience for Scotland, being hallmarked as a once in a lifetime
opportunity, therefore much of our market, unless heavily involved with
politics, do not understand the implications from either side. Working in our
favour Better Together are selling the same, the norm; as a result making it
more relatable. We need to promote the facts and the negative impact the
YES campaign will bring to Scotland, resulting in the non-existence of the
NHS and free schooling system as we know it, ultimately the unknown. The
proposal campaign will promote security with our target audience segments.

Proposal Campaign Tactics


Overby and Barth (2006: p.469) found that there was more evidence that
radio ads enhance the democratic experience rather than detract from it. The
campaign proposal will utilise Radio as one of its main platforms, this is due to
the ability to target successfully; the campaign will focus on a higher
frequency during the school run, in term times on radio stations like Real
Radio and Radio Clyde.
Outdoor, PR and Online will also be utilised as main marketing
communications platforms due to their ability to target successfully, however,
these tactics also have the ability to reach wider than the target
demographics. TV and Direct Mail will work as a supporting tactics, although
TV has a high impact rating, the television will also be crowded with political
broadcasts, a high frequency on TV may confuse the audience; as discussed
with Helen Hogan (2013) a residence of Scotland says perhaps what I
considered adverts were political broadcasts.
Direct Mail, TV and Online will have the ability to reach those who are less
abled to leave their home on a frequent bases as well as families who spend
a lot of in the home, especially with the British weather. Outdoor and PR will
hold the role of brand recall, focusing on reminding consumers of the
marketing message. PR has the ability to allow the audience to communicate
with Better Together representatives on a personal level.
According to Percy and Rosenbaum-Elliot (2012: p.186) this political
referendum holds a negative informational motivation with a low involvement
as seen in Figure 6
(adapted from Percy and
Rosenbaum-Elliot); with
low-involvement
decisions, to initiate a
positive brand attitude,
the target audience
needs only to pay
attention to the message
and learn something
positive about the brand,
resulting in all media
types being appropriate.

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The Marketing Message


The proposed campaign will target to the less abled and households with
children that will promote two messages emphasised on the NHS and free
school system. The first creative will focus around a tagline that reads They
teach you at school two heads are better than one; were Better Together,
selling a sense of security and the logic behind staying reunited with the ability
to reach a wider audience. The second campaign is a proposal of TV
campaign that can be adapted for all marketing communication tactics; we
see a couple on their wedding day, the line reads we made a vow, in
sickness and in health, phasing to two NHS nurses saying to help make our
nation a better place, followed by a blank screen reading were Better
Together. The emotional impact of the adverts will appeal to the audiences
need for security, remaining relatable, in comparison to the more dramatic
current use of marketing techniques (9/11 campaign).

Putting the Campaign into Action


The campaign will run from quarterly 1 through to quarterly 3 2014, focusing
on three bursts. A high frequency of all marketing communications will be
utilised in January-February, as January is a month of uncertainty, many
households are suffering from low funds due to the Christmas period and New
Year, spending more time at home and evaluating the previous year and
planning the year to come. The second burst will commence in May 2014, as
the summer begins people tend to be more positive, brand recall tactics will
focus at this time with a large amount of the budget for this period being used
for Outdoor adverts and PR events. The largest burst with the highest
frequency and all tactics being utilised will run from July to September, the
homestretch to the vote. The Scottish population will pay more attention at
this time they make their decision for what outcome they will vote for.

Measuring the Campaign Success


Utilising a wide range of marketing communication tactics over a long period
of time will give our campaign the ability to monitor and adapt the campaign.
Firstly, the measuring polling data will give us the direct response we are
receiving for our campaign. However, each tactic gives the ability to measure
the response. The TV adverts can be calculated using opportunity to see by
our target audience and monitored by the gross rating point system, we will
aim to reach low with a high frequency due to our low involvement,
informational motivation (Percy and Rosenbaum-Elliot 2012). Radio
advertising can be measured similarly with opportunity to hear. The use of
online communications will be measured by clicks as Kuisma et al. (2010)
suggests The effectives of online ads [is] usually been measured by clickthrough rates. Donations on the Better Together website will also act as a
good indicator to the impact our marketing campaign is having with our
audience. Focus groups will be conducted to measure the impact of the
Outdoor and Press advertising, as well as PR events, resulting in personal
opinions from the target audience. Finally, Direct Mail will be monitored by a
call to action, measured by response rates.

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