ALR103 Introduction To Public Relations

Implementation

Strategy

The goal of the concierge services is to increase their customer base. Moreover, the organization also wants to increase the male customers as the ration of women to men customers is 90:10. Therefore, it is important to devise a strategy which attracts diversified customers towards the service and increase the service awareness. The current strategy of the organization should also focus on building brand awareness.

In the present a PR or marketing campaign is developed wherein the customers are targeted through the combination of broadcast media, online channels and networking. In order to increase the brand awareness, the organization should also focus on creating social media presence. Firstly, the company should focus on developing its social media website and maintaining it with current content and updates. It will raise the brand awareness for the company and its services. Along with it, the company should use the methods of broadcast media for the promotion. The advertisement of the organization can be conducted on leading newspapers and business magazines. It will increase the awareness of the customers for the services. As the organization is focusing the executives and the business managers, it can also promote itself by sponsoring or participating in the industrial events. The PR executives of the company should promote the services of the organization in these events. The focus of the company should be on promoting the high-skilled services and staff of the organization. Although the company charges higher than the traditional housekeepers and maid services, it provides exceptional and skilled services to the students.

Tactics

The company can use effective communication strategy to increase their customer base. It can use the following tactics to increase the customer base:

• Use of Referral Technique: The Company will use the referral method in which the exiting customers of the company will be provided discounts and referral bonus if they refer the organization to their friends and families. As the company is focusing to increase the male customers, it can give special discounts to the customers who refer their male friends.
• Email Marketing: In order to increase the brand and the service awareness, the company can use the email marketing as it is commonly used by the professionals and the executives for communication purposes. Therefore, email marketing can be used for the marketing.
• Industrial Publications: As the target customer of the company is the executives and the managers in senior positions, as they do not have time to engage in personal works, the company should advertise themselves in industrial events and industrial publications and press.

Timeline

The communication plan is developed for two months. The implementation time of the communication plan is estimated according to the communication tactics of the organization. In the present, four marketing tactics are used, referral method, email marketing, participation in industrial events and advertisement in publications and magazines. The timeline and budget of the event is discussed below: