JIMS, Rohini Sector-5 Workshop on Designing Marketing Campaigns led by Senior Manager - Marketing Rahul Raheja from Columbia Pacific Communities! for PGDM Batch (2022-24) students on 12th Aug 2023.
Columbia Pacific Communities, India's premier senior living community operator, is reshaping senior living with its presence across South India.
The workshop focussed on developing effective marketing campaigns for which one should know which campaign is suitable- Brand marketing campaign or product/performance marketing campaign.
There are some important aspects one needs to keep in mind before designing a campaign:
1. Objectives: Boost awareness, increase demand, product positioning and establishing TOM (Top of the Market) recall.
Now this can be achieved by increasing- brand saliency, brand consideration with the purpose of creating an intent to try and buy.
2. Geographical Segmentation: Tailor campaigns to resonate with local culture, ensuring deeper market penetration.
If a company goes for regional specific communication then it ensures: better connect, effective translation of offers and messages.
3. Defining Target Audiences: Differentiate primary and secondary (influencing audience), considering factors like age, location, and income. This approach not only focuses on consumer but also the influencer.
5. Audience Segmentation: Division of audience based on geographics, demographics, psychographics, and behavior.
6. Brand Value/Purpose: It is very important to know that why the brand exists. Understand why and how consumers remember, choose, and perceive your brand, inspired by examples like Ariel and Tata Tea Jaago Re campaign.
It is very important to add consumer centric values in a brand marketing campaign.
7. Creative Messaging: Understand consumer insights, thoughts, and creative ideas from reviews and feedback. One can gather insights through- focussed group discussion, user generated content and surveys. With the example of CEAT tyres campaign- "The game called Road" we were able to understand what insights one must look into and how should it be presented creatively.
8. Media Vehicle: Understand the budget constraints and effectively choose cost-effective and targeted channels (social media, billboards, influencers, etc.) based on TA. The media channel also depends upon the message that needs to be delivered.
9. Measuring Success with KPIs: Track brand awareness, consideration, saliency, intention, NPS, and TOM for brand marketing. For product marketing, measure leads, CPA, ROAS, open rate, CTR, user traffic and old vs new users.
10. Call-to-Action (CTA): Focuses on- what action do you want your TA to take after consuming your advertisement.
11. Celebrity Impact: Explore celebrity endorsements for enhancing brand value, creating brand persona, developing brand connect and increasing affinity with TG.
After this the participants were supposed to design 1 brand campaign and 1 product campaign for columbia pacific communities.
Brand campaign was for World Senior Citizens Day specifically and its objectives were: increasing brand awareness, brand saliency and website visits, for which budget was 10-12 lakhs.
Product campaign was focused on Serene Amara project and it's objectives were: increasing customer visitation to project and increasing sales and booking, for which budget was 5-6 lakhs.
Brand purpose was positive ageing and with that information every group had to design the marketing campaign.
It was an interesting task and every group had some or the other idea on how to approach the campaign.
Mr. Rahul Raheja visited each group to understand their ideas and thought process and gave useful insights regarding the same.
After that, Mr. Raheja, showed the marketing campaigns designed by their team and linked it to all the aspects that we studied before.
Overall it was an insightful and thought provoking workshop where flow of ideas created an atmosphere of great learning.