Unit 9 – Creative Product Promotion
Task 4
Design a promotional campaign for a given product/service to meet the needs of
a given campaign/creative brief.
Taylor Wimpey’s Campaign
Taylor Wimpey is a housebuilding business based in the UK.
Objectives:
Specific - Hire more sales office employees so that the sales office can be open for 7
days a week.
Measurable - Improve staff communication with clients within the next 2 months.
Attainable - Taylor Wimpey should meet at least a net income of £400 million by the
end of this year.
Realistic - Increase the amount of housebuilding supplies by 20% within the next 8
months.
Timely - Introduce staff training days which start from the 1st of July 2016 to 4th
December 2016 in which all employees are required to attend.
Target Market:
The target market of Taylor Wimpey is those individuals whom are in need of high-quality
homes to live in. This could specifically be the local residents in where Taylor Wimpey
operates in as they are the very people who would most likely take an interest in the business.
It could be middle classed families as their prices are suitable, fair and affordable towards
them. Their target market also consists of the local council simply because Taylor Wimpey
needs to interest the local council with the building work that they want to fulfil in order to
gain permission to start the building work. In order to capture the attention of their target
market and send a message out, Taylor Wimpey has to have a certain choice of media. The
choice of media Taylor Wimpey uses most of all is the internet; more specifically – emailing.
Taylor Wimpey use emails as a way to send promotional content to their target market such
as emails about their recent huge developments and future planned developments as well as
special offers available to new customers. Furthermore, Taylor Wimpey uses print ads such
as newspaper advertising in order to bring in new customers to their business. Newspaper
advertising is an efficient choice of media as it reaches a large number of people, especially
adults whom are aged 40+. The promotional campaign of Taylor Wimpey should only use up
to a maximum of 35% of the profits. This is because a good profit ratio is needed and if the
costs of the choice of media are high, Taylor Wimpey would be making low profits due to
most of the money being spent on media.
Description of product provided:
Product – The end products are the buildings provided by Taylor Wimpey to their customers.
The customers of Taylor Wimpey want the product to be of high quality so that they can be
used comfortably without the worry of anything falling apart.
Task 4
Design a promotional campaign for a given product/service to meet the needs of
a given campaign/creative brief.
Taylor Wimpey’s Campaign
Taylor Wimpey is a housebuilding business based in the UK.
Objectives:
Specific - Hire more sales office employees so that the sales office can be open for 7
days a week.
Measurable - Improve staff communication with clients within the next 2 months.
Attainable - Taylor Wimpey should meet at least a net income of £400 million by the
end of this year.
Realistic - Increase the amount of housebuilding supplies by 20% within the next 8
months.
Timely - Introduce staff training days which start from the 1st of July 2016 to 4th
December 2016 in which all employees are required to attend.
Target Market:
The target market of Taylor Wimpey is those individuals whom are in need of high-quality
homes to live in. This could specifically be the local residents in where Taylor Wimpey
operates in as they are the very people who would most likely take an interest in the business.
It could be middle classed families as their prices are suitable, fair and affordable towards
them. Their target market also consists of the local council simply because Taylor Wimpey
needs to interest the local council with the building work that they want to fulfil in order to
gain permission to start the building work. In order to capture the attention of their target
market and send a message out, Taylor Wimpey has to have a certain choice of media. The
choice of media Taylor Wimpey uses most of all is the internet; more specifically – emailing.
Taylor Wimpey use emails as a way to send promotional content to their target market such
as emails about their recent huge developments and future planned developments as well as
special offers available to new customers. Furthermore, Taylor Wimpey uses print ads such
as newspaper advertising in order to bring in new customers to their business. Newspaper
advertising is an efficient choice of media as it reaches a large number of people, especially
adults whom are aged 40+. The promotional campaign of Taylor Wimpey should only use up
to a maximum of 35% of the profits. This is because a good profit ratio is needed and if the
costs of the choice of media are high, Taylor Wimpey would be making low profits due to
most of the money being spent on media.
Description of product provided:
Product – The end products are the buildings provided by Taylor Wimpey to their customers.
The customers of Taylor Wimpey want the product to be of high quality so that they can be
used comfortably without the worry of anything falling apart.
