Executive Summary
Find include a Marketing Communication plan for Madam Tussaud’s! What is an Communication plan Why it is important to have an Communication plan. When should you write a communication plan. Which person should get involved? It will include the objectives of the communication plan, an assessment of the characteristics of the product or service and their suitability for each of the four promotions and types of media. At the end there are some recommendations of evaluate a
Communication plan. Table of Contents
Introduction 3
Methodology 3
Results & Findings 3
COMMUNICATIONS PLAN 3
Document History 4
Purpose 4
Project Description 5
Communication Objectives 5
Interested Party 5
Project Management and Admin 6
Advisory Board 6
Technical 6
Business 7
Information Required 7
Information Required Continued 8
Workflow process 8
Product 10
Target Market 12
Promotion 12
Objective of the Communication Plan 13
Assessment of the characteristics of the product or service and their suitability for each of the four types of media. 13
Advertising 14
Sales Promotion 14
Criteria by which the results of the Communication Plan can be measured 17
Limitations of the research 19
Conclusion 19
Recommendations 19
Appendices 20
Bibliography 21
Introduction
Madam Tussauds is a Wax figure exhibition with very famous wax figures, from singers, world leaders, person you always want to meet. Experience the glitter world of fame at Madam Tussauds Wax cabaret. They are currently eight Madame Tussauds attractions across the globe and the ninth will be open in spring 2009 in Hollywood.
Methodology
Primary data from my own experience (face to face)
Secondary data collected from the internet, books, library and hand outs.
Results & Findings
COMMUNICATIONS PLAN Project name Madam Tussauds Release Draft/Final 09.11.2008
Date:12.11.2008
Author: xxxxx
Project
Director: xxxx
Project
Champion: Mike Tussauds
Accountable Body: Tafe Document History
Document Location This document is only valid on the day it was printed.
The source of the document is:
Corianda = anja’s PC Revision History
Revision date Author Summary of Changes New Version
30.11.08 xxxx
Distribution This document has been distributed to:
Name Title Date of Issue Version xxxxx Master 12.11.08 first
Purpose
Communication Plans are necessary for complex, major or high risk projects.
To define all parties with an interest in the project and the means and frequency of communication between them and the project. The Project Director owns this plan with the Project Manager, to ensure all necessary communication is issued out to relevant parties. Project Description
Briefly describe why the project is being undertaken.
This communication plan is created, to role out a new limited collection of Boxing stars with Madam Tussaud’s
Communication Objectives
The primary goal is to ensure that all individuals involved in the project understand the overall vision and aims, how and when changes will be implemented, to enable staff participation as required.
This requires clear presentation and articulation of the vision and key messages, as well as specific requirements (e.g. training and process changes) as these are developed.
List the projects communication objectives. For example:
Objectives summary:
Equal information flow between the 9 locations
Awareness – of new collection of boxing stars in there best fight.
Form September until December
Wold wide role out at the same time - in all nine Cabarets
Communication will be reliable, consistent, timely, open, straightforward, jargon-fee and customized wherever possible to the specific needs of target audiences.
Interested Party
All individuals noted in this document are related to the Madam Tussauds project with access details in the College’s Active Directory.
This will be broken down into four areas:
1. Project Management and Admin of all 9 locations
2. Advisory Board (includes Stakeholders)
3. Technical of all 9 locations
4. Business of all 9 locations
Project Management and Admin
Contacts falling within this area are:
(insert name) (insert project title) For example:
Mike Tussauds Project Champion (Project Board member)
Greg Baker Project Director (Project Board member)
Karl Heinz Mueller Senior Supplier (Project Board member)
Anja Fuhrmann – Dockhorn Project Manager
Erika Mueller Project Board Secretary
Advisory Board
Contacts falling within this area are:
(insert name) (insert project title) For example:
Marc Weidler Project Champion
Ina Riedel Project Director
Wolfgang Wenzel Senior Representative (Project Board Member)
Jens Grab Pro Rector (Research)
Morris Hiller Principal
Nina Pankratz Communications
Technical
Contacts falling within this area are:
(insert name) (insert project title) For example:
Georg Faust Architect
Lars Handschuh Designer
Amanda Ring Business Systems Analyst
Olaf Tau Developer
Eric Grab Platform, Back-ups & DR
Elli Blut Networks, firewalls, load balancing
Adam Haudruff Security
Business
Contacts falling within this area are:
(insert name) (insert project title) For example:
Irena Merz Data Contact
Ann Control Business Analysis
Dirk Verteiler User Co-ordinator
Information Required
The information detailed below is generic in nature, the Project Director and Project Manager will take decisions on the detail provided to individuals.
The information distributed may be split by type:
Project Management
Technical & System
Industry
Marketing & Press Releases (end deliverable)
Information Required ContinuedNotes:
Business users will receive documentation relevant to their role and the system in question
Marketing & Press release information is considered important to the project in terms of gaining College support and ensuring smooth delivery. In order to create effect communication the following questions should be considered when writing this type of communication:
Workflow process
The Madam Tussauds project is a marketing role out of a new collection of boxing champions, which should be in progress in 4 month times.
The role out could improve the awareness and could create more visitors
The role out is very important, the marketing mix and promotion plan is in consideration (please feel free to see the first version attached)
It is important to the company; because it is the first role out for all 9 locations at the same time. However, the details and feedback of the plan should be monitored form all invited member of the communication plan. Please stay in the time frame. The benefits could be very clear in numbers during the period.
Everything will stay the same – it will be a add on showroom – interactive – with new models and a real box fight – where the visitors is invited to act.
My role is to monitor and implement the communication plan, if you have any questions please don’t hesitate to contact me.
It will get kicked off at the 01.12.2008, will run for 6 month, until 30.04.2009, gets over into a marketing plan und this should be rolled out at last until the 30.07.2009. so that the project can take place at the beginning of September 2009.
There will be my whole team evolved and if I am not present please, talk to Anka Binder, she will be in charge.
The bigger loser exhibition will be over at the 01.07.2009, so there is no special running.
Please let me know your thoughts before meeting, in written, so that everybody can be prepared to discuss. Thanks.
First version of the Marketing plan:
Interview’s (face to face – feedback from visitors)
Focus group (classroom)
Research the area
Demographics
Lifestyle
Money per household
Etc..
Geographic’s
Where are the most filled area with higher income
How many children life in your area
Etc
SWOT Analyst
Strength
Weakness
Opportunities
Treat
Product
WAX figures
Set up
Surrounding
Location (London, Berlin, Hong Kong, Amsterdam, etc.)
Madam Tussauds shop & gift shop
Souvenir
Pictures
Cameras
Refreshments & Snacks
Bits and pieces
Benefits
Emotional satisfaction
Thoughts between the customer and the figures
Enjoyment
Interaction
Momentum
Augmented product/service
Interaction with the Wax figure and the person
Pictures
Memories
Fun
Jokes
Great unforgettable time
Image
Exordium
Fun
Existing
Cool
Must have been there
Positioning
Unique
Fancy
Extravagant
Involving / un involving
A bit of both
Involving
In memories of each person
Thoughts
Experience
Wishes
Imaginations
Un involving
It’s dead material
No movements
Target Market
Geographic
World wide
Demographic
All people over 5 years of age (accompanied by an adult) to 99 (if mobile)
Psychographic
People who would like to interact with wax
People who would like to meet famous people in wax
People who like to have fun, entertainment with wax figures
Behavioral
Being in London – being to Madam Tussauds
Promotion
Promotional objective and why?
What you get
Unforgettable time
Emotional excitement
All benefits
What you can take
Experian’s
Photos
Memorabilia
A model of your hand
Gift
What you have during the visit
Fun
Great time
Meet the person how like the most
Meet the person you cant touch in real but by Madam Tussaud’s
Objective of the Communication Plan
The communication plan gives the day-to-day work a focus
Where are we, what’s going on, what we have changed during the process
Help to sets priorities
What do we have to do first – get the information out at the new boxing models or shell we make a research what kind of subject have more impact?
Provide you with a sense of order and control
Help get the chief staff executive and staff to support the program or project
Protect against last-minute, seat of the pants demands from staff and members
Prevent from feeling overwhelmed, offering instead peach of mind for the project manager.
With a communication plan there is an decreased risk that Madam Tussaud’s will lead the communication process rather then react to it. Ad hoc, reactive communication often devalues the corporate and community reputation of Madam Tussaud’s project, programs and services and dilutes the corporate messages the organisation wishes to achieve.
Assessment of the characteristics of the product or service and their suitability for each of the four types of media.
A company or organization may use a range of different types of promotion to influence prospects including. In our case, because Madam Tussaud’s is “just” a non speaking product without any animation, etc… it is best to see the product how real it looks and get the visitors attention world wide. This will be the case with Advertising and Public relation to spread the word and some of the Sales Promotion actions, like special offers! There for I would recommend international TV channel, main focus could be in tourism – videos at airplane during landing in the city where a Madam Tussaud’s cabaret is,
Advertising
Advertising is paid non-personal presentation of ideas, goods or services. Jo E Kennedy defined advertising in 1905 as Salesmanship in Print. Now with more media his definition can be expanded to Salesmanship through the Media.
That would be the way to go with the Madam Tussaud’s promotion, because it is flexible to the product, you could show pictures of the Wax figures, show it in TV or talk about it in the radio.
Personal Selling (face to face)
Personal selling involves an oral presentation of a sales offer from one person to another.
This form of promotion I would not take on board – it will take to long to reach the target market und much to expensive – to do all over the world – if it would be a product which needs introduction and presentation on how it works it would be a different story. (for example a Bread slicing machine combination which you can by only in one Country!)
Sales Promotion
Sales promotion is any marketing activity other than advertising and personal selling that stimulates dealer or retailer effectiveness in stimulation buy in Sales promotion are generally of short duration and involve either
Special offers Yes absolutely great methode for Madam Tussaud’s. such as coupons, refunds, cash back and contests which would perfectly work out with Madam Tussaud’s new special attractions = boxing! The visitor will look for discount coupons. However – we should not over do it….
Special methods No, please read explanation below. such as free sample, exhibitions, point of purchase displays
Words for advertising: Win free prides reduced. I mean how needs free sample of WAX??? If it would be a product for leg waxing I totally would agree with a free sample but with Madam Tussaud’s??? Publicity & Public relations.
This is a form of non-personal sales stimulation caused by generating news about goods and services in the media. The news is not paid for directly and so the seller does not have control over the specific content or its placement. Yes – more then YES this is a great way to create word of mouth and get the new exhibition information world wide out!
The combination of Advertising, personal selling, sales promotion and publicity constitutes the promotional mix.
Advertising, Publicity and Sales Promotion tend to rely upon mass Communication through the media of Television, Radio, Newspapers, Magazines, Outdoor, Catalogues, Brochures and Point of Sales Displays and Internet. Mass communication tends to have low cost per contact accompanied by reduced ability to hold the attention and interest of prospects.
They are great methods and very suitable for Madam Tussaud’s new special Boxing Models:
TV, because it’s interactive – spooky will do the job for Madam Tussaud’s to spread the word around the world.
PR – unpaid advertising – not controllable, but perfect for the Madam Tussaud’s project – wide reach over the world possible.
Radio – not interactive but very reachable, cheaper then TV – that means more often possible at different times, creates more joyful impressions in the listeners heads to visit Madam Tussaud’s in the next city which they travel to.
Magazines – more expensive than news papers – but longer lasting and more people are reading a magazine the NP can create mystery, cross marketing with another brand. Particular Travel Magazins – what to do where (in which city)
Newspapers – greater reach then magazines & cheaper but not so long lasting only 1 or 2 people are reading it. Could have voucher inserted for the Madam Tussaud’s cabaret.
Direct mail most probably cheapest way but often unsuccessful i.e. 2 % return. Only a voucher or special family day invitation should be send out to members of the Madam Tussaud’s Club.
Sales Promotion covering all kinds of advertising
Internet & emails cheapest version of advertising – success rate 1 % though. It’s more a tool to inform existing costumers of what’s going on next – forward to a friend action, membership opportunities win a free family ticket. etc.
Publicity – bill boards poster … word of mouth – unpaid – uncontrollable – but very powerful
Travel Books – effective, reach of target market guaranteed
Airport news – news about wax figure arrivals of Madam Tussaud’s in X city
Billboards good branding – out door – you can make it BIG
Flyers – local area
Because we can reach the Taget market in a short time frame – which unlimited repeats (TV) or international radio stations for the international market or with domestic channels for the domestic market!
Where can you reach the target market:
At home
At work
During your free time
On the way from A to B
In the car
Train
Airplane’s
Ferries
At public places
Schools
Stations
Airport
Tourism Office
Clubs
RSL
Bowling club
Book club
Cinemas normally very advanced audience new tacks and ticks.
Restaurants & bars
Boxing schools – Boxing Gym’s
Trade shows
Tourism shows
Are there any other locations????? Please feel free to send your ideas through the communication plan to the project manager.
Criteria by which the results of the Communication Plan can be measured
Why should you measure the results of a Communication plan? There are two main reasons for conducting an evaluation:
To find out if we are on the right track or whether we need to adjust our course during the execution of the activity.
To find out if we have achieved our original objectives and if the results have had an impact on the problem identified at the outset.
During the Communication plan process evaluation allows us:
Determine whether we are on track toward achieving the initial objectives.
Identify the major difficulties encountered and the corrective actions required.
At the end of the process evaluation allows us to:
Determine whether we have achieved our objectives and to what extent.
Assess the degree to which our activities have had the desired impact on the problem or the development initiative that we wanted to address.
Draw lessons from the experience, identify ways of improving performance, and make recommendations for future activities.
We can measure a Communication plan during the process
The Communication plan can be measured by a monthly report on work in progress
Formalized department reports for presentation at staff meetings
Periodic briefings of staff and department heads, etc…
And at the end of the process:
A year end summery for the annual report
Determine whether we have achieved our objectives and to what extent.
Assess the degree to which our activities have had the desired impact on the problem or the development initiative that we wanted to address.
Draw lessons from the experience, identify ways of improving performance, and make recommendations for future activities.
What is the purpose of evaluation and who will use the results?
Information produced from an evaluation can be useful to stakeholders of various kinds:
Those responsible for developing the communication strategy. This information is essential to the researchers or practitioners responsible for the communication activities, to the partners involved, and to the community groups involved, to help them along the way in completing their project, and to recognize, at the end of the activities, the results that have been achieved as well as the lessons that can be learned for the future.
Members of the community, in particular the authorities and technical services responsible for the areas addressed by the communication activities, to help them carry out their responsibilities more effectively.
Donors, whether these are local organizations or outside development agencies. Those who contribute to such activities need to know if their investment was worthwhile and if it has served its objective.
Public audience or the development community. Some of the information produced during evaluation can also be of interest to other local community groups, other potential development partners, and other potential donors. At the national level, it can serve to publicize results among other community groups, and to the population at large.
Limitations of the research
I missed the class of Greg – which I think was a real pity and it limited me by not get the personal information from him to implement them. If you would have been able to visit his class – this report would have more class information in it and so fore it would be more clear and understandable, because it would have all class information in it.
Conclusion
Madam Tussaud has changed tremendously from being a museum with old, dusty wax figures to a very excellent, exciting and unique place to be.
They have built a successful new image over the last years which is paying off. The growing numbers are telling us the story. Nevertheless – the market changes quickly and it is always necessary to move with the flow. Therefore it is important not to underestimate the importance of a communication plan. If all business parts are functioning satisfactorily i.e. role out, time frame, staff, location(s), building(s), wax figures as well as a strong profit result show that the business could run smoothly with special add on exhibitions like boxing!
Recommendations
For then next communication plan to discuss the future of the marketing mix.
Develop a marketing mix: Madam Tussauds
Product Now Future
Features Wax figures Mechanized figures, internet, voice, recognition response by voice and movement sound activation, participate in figure making
Have yourself made in wax
Service benefits Interaction – informal atmosphere, no distance to the models, touch them Take them home – in a digital form – a movie who shows you by going though,
Service intangibility Photography Continuous videos imaging, select your time frame, download copy, select video copies of interaction with figure.
Service perish ability International-internet pre paid group buy ticket, pre book with air ticket.
Domestic; internet pre paid club membership, Ticket price include in any BA flight or/and transit passengers through London airport – to animate the people not to stay at the airport only – spend more money in the city.
Heterogeneity Not there yet. Maximize heterogeneity
Product mix breadth Historical sporting world leaders Pope stars movies star Famous people at different ages, cartoon characters fantasy figures, Wax hand replicas,
Product mix depth ?
Lifecycle stage Maturity Maturity
Lifecycle extension Continuous lifecycle extensions, quality every 5 years Continuous lifecycle extensions, quality every 5 years
Brand Where wax works More then wax, living wax, the full wax
Packaging In a building Virtual hologram
Appendices
Implementation of a Communication plan Bibliography
Kotler Philip and Keller Kevin Lane; 2006; Marketing Management; 12 edition; Pearson – Prentice Hall; upper Saddle River, New Jersey 07458 Smith P.R., 2002, Marketing Communication, 3th edition, Bell & Bain Ltd Glasgow Great Britain. Cheverton Peter, 2006, Understanding Brands, Bell & Bain Ltd. Glasgow Great Britain. Allen Peter, 1977, Marketing Techniques for analysing and control, Latimer Trend & Company Ltd. Plymouth Great Britain.
Internet and hand outs
