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Question:

Discuss about the Media Campaign.
 
 

Answer:

Introduction

Woolworths is the leading supermarket chain in Australia, held by Woolworths Limited and competing only with Wesfarmers. The company was set up in 1924, opening the first store in Imperial Arcade, Sydney(Woolworths Supermarket 2017).Their first advertising campaign put forward the message that Woolworths was needed by every city and everyone to get good things at a cheap price. Woolworths stands at number 2 in the top 2000 Australian companies, generating most of its income from supermarkets and grocery stores. It is also Australia’s biggest employer, employing 20500 people in Australia(Woolworths Ltd - Retail 2016). The company has decided to launch a new service of theirs, using the latest advancements in technologies for the benefit of the deprived people of the community –offer customised social media training to the poor people so that the can contribute something worthwhile to the society.

Image 1. Logo of Woolworths

Source: (Woolworths Supermarket 2017)

SWOT Analysis



Strengths

·         Market leader in Australian retail sector

·         Enjoys leadership position

·         Market position helps in exploiting the market potential with the help of technological and human resources

·         Wise application of resources is owed to the macro environmental factors

·         External factors have aided Woolworths in reducing its carbon footprint and discovering cost effective ways of reducing wastage(Woolworths Limited - Corporate Responsibility Report 2015).

Weaknesses

·         Macro environmental factors weakened Woolworth’s growth strategy in dominating Australian retail market

·         Australian government restricted Woolworths move to keep higher prices for its products in union with Coles

·         Higher growth levels are weakened by governmental restrictions

 

Opportunities

·         Australia retail industry has good growth potential

·         Computerisationand advancement in lifestyles and supply chains have influenced the abilities of retailers and increased their opportunities for growth

·         Woolworths is aiming to embrace advancements by adopting multi-option retailing strategy to cope with fluctuating customer needs

Threats

·         The threat of high level of competition from Wesfarmers and Coles

·         Huge amounts of government interventionshave the potential to hinder Woolworthsgrowth in the Australian retail industry

Table 1. SWOT Analysis of Woolworths

Source: (As created by author)

Aims and Objectives

The essential aim of this campaign planning is to introduce a durable and extensive open unveiling of Woolworths Social Media Tutor and to create beginning target market mindfulness, association and acquirement.

 

Objectives:

  • Establish the existence of the new service on social media
  • Publication of novel content
  • With the help of meaningful discussion, draw in community members and retain them

Statement of Communication Problems

Australia has a large number of people who are still unaware of the many things that social media has gifted to the society. Keeping in mind their corporate social responsibilities, Woolworths has decided to launch this training program so that more and more people can become employment literate and use their talents and the social media knowledge to gain or contribute something useful to the society. There is always the risk of social media disaster that can hamper performance and productivity of any firm. Most of the workers are unaware of the firm’s internal social network, leading to losing sight and productivity(Meister 2012).

Stakeholder/Key Target Market

Individuals are beginning to recoup candidly from the downturn of the economy and positive thinking is on the ascent. There is by all accounts to a greater degree an ability to put resources into individual and expert change since the downturn of the economy. Details indicate under 16% of organizations are outsourcing any part of their social media marketing, however social media advertisers are on the ascent (Scott 2015). Guardians and teachers are starting to exchange and investigate the dangers and potential outcomes for understudies with respect to online notoriety administration. These patterns make a promotion of business experts who call for getting up to hustle rapidly on social media, and a promotion of grown-ups who are being practical in hunting out arrangements down their absence of information encompassing their high schooler's utilization of social media. Social media has formally settled its authenticity as a marketing field through cutting edge measurements and positive insights that have been exceedingly advertised and talked about (Scott 2015). 

 

Target Markets 

  1. Teachers/Parents/Counsellors of high school scholars 
  2. Solopreneurs  

Demographic statistics 

  1. Mothers, age 42-56, school taught
  2. Teachers/Mentors, females, age 35-47, school taught
  3. Realtors/Brokers, females, age 40-55, some school, Makers and Belongers Realtors/Brokers, guys, age 37-45, some school

Key Messages

The message of the campaign must concentrate on adjust and validity. Woolworths Social Media Tutor informs the person that they could ace social media for their own or trade requirements. The Woolworths Social Media Tutor brand and administration is exceedingly separated from social media marketing associations and similarly with social media instruction administrations. The brand goes up against an enjoyable and undaunting approach that goes about as a worker to come underneath the person and raise them in information and prominence. The instructive tactic is diverse in that it is learning-based and not outfitted in the direction of huge classroom settings. This approach permits the person to pick up information and ability much more quickly at the same time as investing less energy and cash on doing as such (Riff, Lacy and Fico 2014). The perfect group around Woolworths Social Media Tutor would be one where alumni of the communally launched educational programs would proceed with their education background by offering to guests and different understudies on the social systems administration destinations and keep on interacting via the blog. It would be a group with mutual benefits of learning, preparation to filter aptitudes, coordinated effort and moral duty regarding social advancement. Woolworths Social Media Tutor will offer accreditations for fruition of different phases of substance and might collaborate with a reciprocal social media administration to present and advance more affirmations (Tuten and Solomon 2014). 

Campaign Strategy

As a different website would be created, social media would be utilized to mix up fervour and buzz concerning the dispatch of the organization. In the beginning the social system records of the organization would be utilized to blend up buzz with their own and expert associations on these destinations, welcoming them to get in on the expectation and impart to their own systems. Once the website is open and the official dispatch has started, the social media would be utilized to pull in new clients by drawing them into the webpage with proper substance. New substance would be included each Monday and each Thursday for the main quarter. From that point onward, the substance posting procedure would be re-examined. The webpage would be improved for social media sharing and client commitment (would be a blog-based website) (Vergeer, Hermans and Sams, 2013).

Campaign Tactics

Toward the starting Woolworths Social Media Tutor would give rebates, refunds and other non-fiscal motivators for guests to distribute the site and its substance on their system, for assemblying recommendations and for providing composed tributes of their utilization of the coaching administration. The greater part of the material would be ensured utilizing trade best practices and with trade name and patent laws, however for a national advisor the substance would be uninhibitedly united and added to the business puddle of information and exchange. Past the main year, social media had develop to end up distinctly the premise of the marketing arrangement rather than a part of it. There can be a forecast coaching administrations incorporating into new social media stages in an active and common way (Gibson 2015).

 

Campaign Limitations

This social media campaigns was intended to build the online perceivability of Woolworths Social Media Tutor among the web clients. Showcasing through social media has an array of advantages. Nonetheless, the hindrances of social media campaigns and the things to keep an eye out for are,

Content

Any social media campaign is reliant on substance posted on the web. On the off chance that one doesn't redesign the substance or post content that is exhausting and not educational, they will lose their reliable client base.

Reaction

Intelligent correspondence is the key imperative of a campaign on social media. In the event that one neglects to react to the inquiries and questions posted by their intended interest group, then their clients will feel overlooked. Subsequently, they will lose the goodwill.

Methods

It is critical to keep pace with the advancing innovation, applications and programming utilized as a part of social media to make the social media campaigns important and current.

Gantt chart

Timeline

Task

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Week 9

Week 10

Company information collection

 

 

 

 

 

 

 

 

 

 

Problem identification

 

 

 

 

 

 

 

 

 

 

Deciding on aims and objectives

 

 

 

 

 

 

 

 

 

 

Deciding on key messages

 

 

 

 

 

 

 

 

 

 

Deciding on target market

 

 

 

 

 

 

 

 

 

 

Campaign strategy

 

 

 

 

 

 

 

 

 

 

Campaign tactics

 

 

 

 

 

 

 

 

 

 

Evaluation

 

 

 

 

 

 

 

 

 

 

Conclusion

 

 

 

 

 

 

 

 

 

 

Submission

 

 

 

 

 

 

 

 

 

 

Table 2. Timeline

Source: (As created by author)

Evaluation

Evaluating the objectives would be the final act to analyse all aspects of them, including:

  • Purposes behind seeking after the objective;
  • Expected outcomes or results and measures of achievement;
  • Arrangement with the association's vision, mission, values, standards, methodologies, and objectives;
  • Potential partners or others that might be affected;
  • Assets or capacities required, needed, and accessible; and
  • Conceivable barricades that may emerge en route.

Following steps needs to be taken to evaluate the goals and objectives:

  • Purposes behind seeking after this objective now and why do these reasons make a difference
  • Distinguish particular outcomes or results
  • Expect benefits for achieving goals
  • Success determination and inform others about the same
  • Aligning of the support, or propel the team's, department's, and additionally foundation's vision, mission, values, standards, methodologies, and objectives
In corporate life, SMART target setting is a champion among the best however then scarcest used contraptions for finishing destinations. When one has diagrammed structures of their wander, it's an extraordinary chance to set particular go-between destinations. With the SMART motivation, one can survey their goals. Sharp target setting in like manner makes straightforwardness all through the association. It illustrates the way goals showed up, and the criteria their affirmation will fit in with.

 

Conclusion:

By structuring a community-oriented blog webpage, and encouraging bona fide and drawing in dialog on social system destinations, Woolworths Social Media Tutor would be known as a trustworthy and congenial asset for figuring out how to relate social media in the client's close to home and business existence. After the primary year, the organization would grow to incorporate different guides and would proffer mentoring in different dialects, and also coaching essentially, day and night and through a conventional versatile application. The instructive substance on the site would be extended and polished for keeping education and accreditation, and an associate marketing system would be propelled. Utilizing examination and concurrent information, prospective social media arrangements would be produced to encourage more noteworthy market immersion, expanded longing for the administrations and to protect more business.

 

References:

Gibson, R.K., 2015. Party change, social media and the rise of ‘citizen-initiated’campaigning. Party politics, 21(2), pp.183-197.

Meister, J. 2012. Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/jeannemeister/2012/10/31/the-future-of-work-why-social-media-training-is-mandatory/#625033172cbf [Accessed 18 Feb. 2017].

Riff, D., Lacy, S. and Fico, F., 2014. Analyzing media messages: Using quantitative content analysis in research. Routledge.

Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.

Tuten, T.L. and Solomon, M.R., 2014. Social media marketing. Sage.

Vergeer, M., Hermans, L. and Sams, S., 2013. Online social networks and micro-blogging in political campaigning: The exploration of a new campaign tool and a new campaign style. Party Politics, 19(3), pp.477-501.

Woolworths Limited - Corporate Responsibility Report. 2015. [online] https://woolworthslimited2015.csr-report.com.au. Available at: https://woolworthslimited2015.csr-report.com.au/files/Woolworths_CSR_2015.pdf [Accessed 18 Feb. 2017].

Woolworths Ltd - Retail. 2016. [online] Ibisworld.com.au. Available at: https://www.ibisworld.com.au/enterprise/woolworths-ltd.html [Accessed 18 Feb. 2017].

Woolworths Supermarket - Buy Groceries Online. (2017). [online] Woolworths Online. Available at: https://www.woolworths.com.au/ [Accessed 18 Feb. 2017].

Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.

Burton, M.J., Miller, W.J. and Shea, D.M., 2015. Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management: The Strategies, Tactics, and Art of Political Campaign Management. ABC-CLIO.

Gulati, G.J. and Williams, C.B., 2013. Social media and campaign 2012: Developments and trends for Facebook adoption. Social Science Computer Review, 31(5), pp.577-588.

Jensen, M.J., 2017. Social media and political campaigning: changing terms of engagement?. The International Journal of Press/Politics, 22(1), pp.23-42.

Lilleker, D.G., Tenscher, J. and Št?tka, V., 2015. Towards hypermedia campaigning? Perceptions of new media's importance for campaigning by party strategists in comparative perspective. Information, Communication & Society, 18(7), pp.747-765.

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