Unit 2: Developing a Marketing Campaign
Activity 1:
Prepare a rationale for a marketing campaign for Team Ocuppola to develop brand
awareness of its esports team.
This should include:
● marketing aims and objectives
● research data on the market, to include:
○ an analysis of your research, using appropriate tools
○ target market
○ size, structure and trends
○ competition
● an evaluation of the reliability and validity of the information researched
● a justification for your rationale.
Remember:
The owners of the team are considering two main options for building awareness of their
brand:
1. Direct marketing activity targeting potential sponsors; or
2. Promoted posts on social media aimed at increasing the number of followers for the
team.
Total for Activity 1 = 34 marks)
[start your report here]
Esports is when professional players compete in multiplayer computer games in front of an
audience and for the chance to win prize money. Ocuppola is an esports team that has been
established for 5 years and they are planning to enter more international competitions in
2021 and will be competing in Europe and Asia. they currently have won quite a few
tournaments and their team members have 1000 subscribers on Twitch, they also have
brand sponsorships with three businesses. However their brand awareness is not as good
as they want it to be. They have hired me to develop a rationale, justify the rationale and
produce a marketing campaign that will increase their brand awareness and allow them to
compete in more international competitions.
,Marketing aims and objectives:
To help achieve the aim of this marketing campaign I will be using SMART objectives which
stand for specific, measurable, achievable, realistic and time bound to make sure that the
objectives will help achieve the aim.
Aim: To increase brand awareness
Objective:
● Hire a brand designer off of toptal.com who will redesign brand logos, symbols and
banners. This is to be completed by 15th May 2021 (1.5 months)
I have chosen this objective because to achieve the aim of increasing brand awareness
Ocuppola first needs to have a strong brand so that the customers will remember it and
become loyal to it. Toptal.com is a professional freelancer website that brand designers can
be hired off of. The logos, symbols and banners will be designed so that they stick out and
are easily recognisable to help increase brand awareness. The designer will work directly
with Ocuppola which allows this objective to be measured and any improvements can be
made easily. I have chosen the time frame of 1.5 months because there will need to be
reversions to the logos, symbols and banners to make sure that they are suitable. Without
this objective it would be significantly harder to achieve the aim because without a strong
brand, brand awareness will be impossible as the brand needs to catch the attention of
potential customers.
Objective:
● Purchase the fully managed advanced Facebook package from Social Media Results
Driven Marketing (SMRDM). To be completed by 31st May 2021 (2 months)
I have chosen this objective because it will help to increase the brand awareness of
Ocuppola by growing a Facebook account and engaging more users. The advanced
package includes an account manager from the SMRDM who will fully control the Facebook
account making 7 unique posts per week and answering any messages. This engages the
target audience and attracts other potential customers to the social account as the posts are
relevant and frequent, this will then increase the brand awareness. This would also create a
brand personality because the account manager would reply to messages and interact with
potential customers. By getting more sponsors it can give Ocuppola a competitive
advantage. The company will also send detailed monthly reports to Ocuppola to measure
the success and growth of the Facebook account which makes it easy to see if any
improvements need to be made. This is to be completed by the 31st May 2021 because the
Facebook account will need to be created and set up as a business account, and also the 7
posts per week need to be planned so that they are consistent and therefore a 2 month
deadline is reasonable.
Objective:
, ● To get 2 more sponsors from gaming related businesses who will supply gaming
equipment to Ocuppola, they will be contacted through direct mail. This is to be
completed by October 1st 2021 (6 months)
I chose this objective because the more sponsors an esports team has, the more money
they will make and the more successful they are. Sponsorships are one of the best ways to
increase brand awareness in the Esports market because it will give Ocuppola the customer
base of the business sponsoring them which increases their brand awareness and even
sales. This will also increase Ocuppola’s reputation as if they are backed by other well
known big businesses potential customers will trust them more. They will be contacted
through direct mail as this is professional and the owners of Ocuppola wanted me to use this
marketing strategy. The deadline of 6 months is reasonable and realistic because there are
lots of legal requirements and negotiations that take place in order for sponsorships to go
through and therefore a 6 month time frame is enough for this objective to be achieved in.
On top of this as the sponsors will be supplying all of the gaming equipment that Ocuppola
will need, it will keep their costs low meaning that they will become more profitable.
Marketing research and analysis:
Market Size:
Market size can be measured in two different ways; the first way is through total revenue.
From the secondary quantitative research conducted I have found that the global market
revenue for esports was $950.3m in 2019, which is an increase of $44.3m compared to
2018. However from 2019 to 2020 revenue actually decreased by $7.2m due to the global
pandemic where there were big restrictions on esports events. There is a CAGR (compound
annual growth rate) of 15.5% from the years 2018 and 2023 meaning that by 2023 the
market size will reach $1.6bn. For market size in units/output, the viewership of esports was
495m viewers in 2020 which is a 24% increase from 2018 and this number is predicted to
grow to 646m by 2023. Overall the impact of this data is very positive for Ocuppola because
it shows that the market is growing rapidly in revenue which means that Ocuppola can
achieve a higher amount of revenue and profit in the future. On top of this the viewership is
also increasing which will increase the brand awareness of Ocuppola because there are
more potential customers in the market and more people watching esports.
Market share:
There was no secondary data to show the market share by esports teams in the market so
instead I have found out the market share of revenue source in the esports market. From
this data it is clear that making a profit is highly dependent on sponsorship as this accounts
for $580m of the $950.3m global revenue (61.5% share). Following this media rights have a
share of 17.2% and this is the sale of the right to stream esports events online, publisher
fees have a 11.5% share, merchandise and tickets have a 5.5% share and digital and
streaming have a combined share of 4.4%. The impact on Ocuppola is positive because as
they already have sponsors it is likely that their revenue is high already and this will help
them to get more sponsors in the future which will increase their profit and brand awareness.
Market structure:
Activity 1:
Prepare a rationale for a marketing campaign for Team Ocuppola to develop brand
awareness of its esports team.
This should include:
● marketing aims and objectives
● research data on the market, to include:
○ an analysis of your research, using appropriate tools
○ target market
○ size, structure and trends
○ competition
● an evaluation of the reliability and validity of the information researched
● a justification for your rationale.
Remember:
The owners of the team are considering two main options for building awareness of their
brand:
1. Direct marketing activity targeting potential sponsors; or
2. Promoted posts on social media aimed at increasing the number of followers for the
team.
Total for Activity 1 = 34 marks)
[start your report here]
Esports is when professional players compete in multiplayer computer games in front of an
audience and for the chance to win prize money. Ocuppola is an esports team that has been
established for 5 years and they are planning to enter more international competitions in
2021 and will be competing in Europe and Asia. they currently have won quite a few
tournaments and their team members have 1000 subscribers on Twitch, they also have
brand sponsorships with three businesses. However their brand awareness is not as good
as they want it to be. They have hired me to develop a rationale, justify the rationale and
produce a marketing campaign that will increase their brand awareness and allow them to
compete in more international competitions.
,Marketing aims and objectives:
To help achieve the aim of this marketing campaign I will be using SMART objectives which
stand for specific, measurable, achievable, realistic and time bound to make sure that the
objectives will help achieve the aim.
Aim: To increase brand awareness
Objective:
● Hire a brand designer off of toptal.com who will redesign brand logos, symbols and
banners. This is to be completed by 15th May 2021 (1.5 months)
I have chosen this objective because to achieve the aim of increasing brand awareness
Ocuppola first needs to have a strong brand so that the customers will remember it and
become loyal to it. Toptal.com is a professional freelancer website that brand designers can
be hired off of. The logos, symbols and banners will be designed so that they stick out and
are easily recognisable to help increase brand awareness. The designer will work directly
with Ocuppola which allows this objective to be measured and any improvements can be
made easily. I have chosen the time frame of 1.5 months because there will need to be
reversions to the logos, symbols and banners to make sure that they are suitable. Without
this objective it would be significantly harder to achieve the aim because without a strong
brand, brand awareness will be impossible as the brand needs to catch the attention of
potential customers.
Objective:
● Purchase the fully managed advanced Facebook package from Social Media Results
Driven Marketing (SMRDM). To be completed by 31st May 2021 (2 months)
I have chosen this objective because it will help to increase the brand awareness of
Ocuppola by growing a Facebook account and engaging more users. The advanced
package includes an account manager from the SMRDM who will fully control the Facebook
account making 7 unique posts per week and answering any messages. This engages the
target audience and attracts other potential customers to the social account as the posts are
relevant and frequent, this will then increase the brand awareness. This would also create a
brand personality because the account manager would reply to messages and interact with
potential customers. By getting more sponsors it can give Ocuppola a competitive
advantage. The company will also send detailed monthly reports to Ocuppola to measure
the success and growth of the Facebook account which makes it easy to see if any
improvements need to be made. This is to be completed by the 31st May 2021 because the
Facebook account will need to be created and set up as a business account, and also the 7
posts per week need to be planned so that they are consistent and therefore a 2 month
deadline is reasonable.
Objective:
, ● To get 2 more sponsors from gaming related businesses who will supply gaming
equipment to Ocuppola, they will be contacted through direct mail. This is to be
completed by October 1st 2021 (6 months)
I chose this objective because the more sponsors an esports team has, the more money
they will make and the more successful they are. Sponsorships are one of the best ways to
increase brand awareness in the Esports market because it will give Ocuppola the customer
base of the business sponsoring them which increases their brand awareness and even
sales. This will also increase Ocuppola’s reputation as if they are backed by other well
known big businesses potential customers will trust them more. They will be contacted
through direct mail as this is professional and the owners of Ocuppola wanted me to use this
marketing strategy. The deadline of 6 months is reasonable and realistic because there are
lots of legal requirements and negotiations that take place in order for sponsorships to go
through and therefore a 6 month time frame is enough for this objective to be achieved in.
On top of this as the sponsors will be supplying all of the gaming equipment that Ocuppola
will need, it will keep their costs low meaning that they will become more profitable.
Marketing research and analysis:
Market Size:
Market size can be measured in two different ways; the first way is through total revenue.
From the secondary quantitative research conducted I have found that the global market
revenue for esports was $950.3m in 2019, which is an increase of $44.3m compared to
2018. However from 2019 to 2020 revenue actually decreased by $7.2m due to the global
pandemic where there were big restrictions on esports events. There is a CAGR (compound
annual growth rate) of 15.5% from the years 2018 and 2023 meaning that by 2023 the
market size will reach $1.6bn. For market size in units/output, the viewership of esports was
495m viewers in 2020 which is a 24% increase from 2018 and this number is predicted to
grow to 646m by 2023. Overall the impact of this data is very positive for Ocuppola because
it shows that the market is growing rapidly in revenue which means that Ocuppola can
achieve a higher amount of revenue and profit in the future. On top of this the viewership is
also increasing which will increase the brand awareness of Ocuppola because there are
more potential customers in the market and more people watching esports.
Market share:
There was no secondary data to show the market share by esports teams in the market so
instead I have found out the market share of revenue source in the esports market. From
this data it is clear that making a profit is highly dependent on sponsorship as this accounts
for $580m of the $950.3m global revenue (61.5% share). Following this media rights have a
share of 17.2% and this is the sale of the right to stream esports events online, publisher
fees have a 11.5% share, merchandise and tickets have a 5.5% share and digital and
streaming have a combined share of 4.4%. The impact on Ocuppola is positive because as
they already have sponsors it is likely that their revenue is high already and this will help
them to get more sponsors in the future which will increase their profit and brand awareness.
Market structure:
