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BUSM2043-002-11000230
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BUSM2043-002-11000230
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
.........................................................................................................
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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.
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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.
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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.
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SWOT Analysis
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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.
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References
BBC (25th April 2013) Economy tracker: GDP. BBC News [Online] Available
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Better Together (2013a) About [Online] Available from:
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Black, A. (22nd March 2013) Q&A: Scottish independence referendum. BBC
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Carrell, S. (8th April 2013c) Better Together first to declare donors, and
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May 2013].
Hogan, H. (2013) Email conversation with Helen Hogan, 3rd May.
Kuisma, J., Simola, J., Uusitalo, L., and Oorni, A. (2010) The Effects of
Animation and Format on the Perception and Memory of Online Advertising.
Journal of Interactive Marketing [Online] 24 (4), 269-283. Available from:
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National Collective (2012) Scotlands Referendum: Environment [Online]
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NHS Health Scotland (2010) Disability Health issues and access to health
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Overby, L., M., and Barth, J. (2005) Radio Advertising in American Political
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Parenting Across Scotland (no date) Facts about families in Scotland [Online]
Available from: http://www.parentingacrossscotland.org/policy--research/factsabout-families-in-scotland.aspx#3 [Accessed 8th May 2013].
Percy, L., and Rosenbaum-Elliot, R. (2012) Strategic Advertising
Management. 4th edition. Oxford, UK, Oxford University Press.
Raikes, G. (no date) YES Scotland Independence campaign lies [Online]
Available from: http://www.britainfirst.org/news/yes-scotland-campaign-lies/
[Accessed 8th May 2013].
Strugeon, N. (2013) Scotlands Referendum [Online] Available from:
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The Scottish Government (2013c) Scottish Independence Referendum
(Franchise) Bill: Equality Impact Assessment. Referendum Franchise Bill
EQIA 2013 p.2 [Online] Available from:
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14
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from: MyiLibrary [Accessed 8th May 2013].
16