HAND BACK DATE: Group contextual analysis –27th March 2017
Individual campaign plan – 12th June 2017

Learning outcomes and pass attainment level for this assignment:

Learning outcomes:

On successful completion of this module students will be to:

1. Create and present a fully justified, viable marketing communications campaign in response to a given marketing scenario

2. Assess and select the most feasible marketing communications method(s) applicable to a given business scenario

Under the Standard University Assessment Regulations (SUAR5) students have two opportunities to be assessed and to pass this module. If a student has not achieved a
pass in this module after the resit in August 2017, no further opportunities are available and the student will be withdraw from the course.

Where a student submits first attempt at an assessment up to two hours after the published deadline the mark that will be awarded will be reduced by 10%.Where a
student submits first attempt at an assessment between two hours and 5 working days after the published deadline the maximum mark available will be 40%. Work submitted
more than 5 working days after the published deadline will not be marked and the student will be deemed to have failed an attempt at the assessment

Students need an overall mark of 40% to pass this module.

Doodle Parcel Service

Overview

With British consumers spending more than £60 billion online each year, online retailing continues to change shopping behaviours however, it is no longer acceptable to
face the disappointment of a “sorry- we missed you card” when you get home. Now both purely online and mixed channel retailers rely on an effective delivery services
as part of its customer proposition. Click and collect, whereby online orders are picked up from a physical location rather than delivered to the purchaser’s home, is
becoming an increasingly fundamental part of the e-commerce offer.

Recent research carried out by retail marketing agency Live & Breathe showed that almost one in five (18.93%) of shoppers said click and collect changed the way they
shopped in 2015. Natalie Berg, Global Research Director at Planet Retail commented: “Click & collect is poised for explosive growth in the UK. Shoppers are already
accustomed to browsing and transacting on their own terms – choice in fulfilment is the final piece to the puzzle. Within the next three years, we’re expecting more
than three-quarters of online shoppers to collect their own items.Two of the biggest barriers to buying online are cost of delivery and inconvenient delivery times,
making click & collect an increasingly attractive option for both shoppers and retailers. Fulfilment is poised to be the next big battleground in retail.”

However, given these trends Planet Retail warns that retailers are not doing enough to cater to this shifting shopping pattern. Only two-thirds of the top 50
retailers currently offer the service and what’s more, only 14% offer more than one collection option (i.e. instore collection, locker, third party stores

Backed by substantiate investment, Doddle’s is one of the fast growing click and collect services. With the direct cost to retailers of failed first-time delivery over
a billion dollars per year in the UK alone, Tim Robinson, Doddle chief executive, says it “represents a huge opportunity to help his firm deliver rapid growth both
nationally and internationally over the coming years”

“We’ve seen growth in so many areas for example employers are becoming increasingly unhappy about their mailrooms being clogged up by personal packages and are
clamping down on the practice.We’ve got data from one building in Canary Wharf during the Christmas period which showed that 80 per cent of parcels in the mailroom
were personal deliveries, even in October it was 50 per cent.”

The company opened its first parcel shop at Waterloo station but has grown in short period of time, and now has a network of more than 45 stores,which can accept over
40,000 deliveries per day. The company has a strong focus innovation, continuing to seek ways to expand its operations. A few of its recent developments have
included

• A partnership with myHermes ParcelShop whereby 10 Doddle stores in London, Manchester, Birmingham, Brighton, Norwich and Glasgow joined the 4,500-strong
myHermes Parcelshop network offering customers additional click & collect locations, as well as drop off points for online shopping returns. Doddle’s remaining
locations are expected to be added to the network.

• Holiday-makers and business travellers can now click-and-collect foreign currency thanks to a new partnership between City Forex and Doddle. Using 11 of
Doddle’s conveniently located in and around London’s major train stations,user of the servicecan collect currency on-the-go, with a free, same day pick-up service.

• In March 2016, Doddle Neighbour was launched, expanding the the reach of Doddle’s existing stores in train stations, shopping centres and universities through
Neighbours; with individuals and businesses earning an income by providing Doddle’s parcel services to their local community from their homes or premises.
Marketing Communication Activities.
Doddle utilises a variety of marketing communication activities to support its services. For example in August 2015, it launched astudent competition in conjunction
with the opening of six new university campus-based stores around the UK. To enter the competition, students were required to sign up to Doddle before 31 October 2015
and they would automatically be entered into the draw to win £9,000, the equivalent of one year’s tuition.
PR has been used extensively, especially in support of new store openings. When opening its first store in London Waterloo station, the first two people through the
store were TOWIE stars, Joey Essex and Sam Faiers and when expanded its services it mounted a nationwide outdoor campaign designed to drive understanding of the
service, implementing poster sites in and around 27 of the UK’s busiest station, including Waterloo, Victoria and Cannon Street.
Assessment Brief

By the summer of 2017, Doddle wants to expand its Doddle Neighbour to the following 10 locations in the UK.

Bristol
Birmingham
Cardiff
Edinburgh
Glasgow
Milton Keynes
Northampton
Nottingham
Oxford
Swansea

It wants to use a variety of marketing communications tools to manage a national campaign to support this rollout

Tim Robinson, Doddle CEO, commented: “Doddle Neighbourformalises the concept of taking in parcels for your neighbours, something thousands of Brits do every day across
the UK. The difference is Doddle is going to pay them to do it.Doddle is about making it easy to send and receive parcels and Doddle Neighbour is the next frontier in
this mission. Neighbour is about bringing Doddle services to local communities, taking parcels the final metre, not just the final mile, so that customers can send and
receive parcels at a time and place that’s most convenient for them.”

You have been appointed as the marketing communications agency to develop an integrated marketing communications campaign for Doddleto help them launch this extension
of its Neighbour service. There are no additional costs for using the service, with a Doddle Neighbour compensated for each parcel they handle, and extra incentives
for signing up new customers or recruiting new Neighbours. The aim for the rollout is to increase deliveries by 20% in each area.

This assessment requires you to submit the following two elements outlined below and overleaf. These two separately assessed elements for this module will be combined
to give you a final individual mark for this module. They are:

– Group campaign contextual analysis (30% of the overall mark)
– Individual integrated campaign plan (70% of the overall mark)

A detailed marking scheme is available and students are advised to use this scheme as guidance on the scope of work required. All students must ensure that each
element is submitted by the required deadline in the specified format.

Total budget available for the campaign is £500,000.

(Please note that this is a fictional case study based on the real organisation Doddle)
Assessed Element 1 – Group campaign contextual analysis (30% of overall mark)

Hand in date: 20th February 2017

All written reports should be submitted online via the course Moodle site,no later than 12pm on the required hand in date, adhering to standard Business School hand in
procedures.

Assessment Brief

One of the key tasks prior to planning a communication campaign is an evaluation of the target audience(s) and market conditions. Any agency managing a campaign will
undertake significant researchto find and identify consumer insight, which is needed when developing a new campaign.It will highlight what the target audiences are
feeling, thinking and doing and what truly matters to them. This insight can then be used to design a campaign that will be well received by the consumer and meet the
client’s needs.

To produce these insights, analysis of both secondary and primary research is needed. One method of compiling this is a contextual analysis. The purpose of
completing a context analysis is to “determine and understand the key market and communications drivers which are likely to influence (or are already influencing) a
brand (or organisation) and either help or hinder its progress towards meeting its long term objectives.” (Fill 2016, pp172).

In groups (minimum of three, maximum of five) you must undertake your own primary and secondary research and compile a contextual analysis for Doddle Neighbour
Campaign, summarisingthe key issues that you have identified using the four variables of a contextual analysis. As part of your analysis you must conclude with what
you deem to be the most significant piece of insight that you will use when creating your own campaign.

Your analysis can be presented in any format but it must not exceed 2000 words (there is no minimum word count and no appendices are permitted with the exception of
references). Your assessment will be judged based on the quality and range of material used to undertake the research, as well as the quality of insight drawn from
research.
Assessed Element 2 – Individual integrated campaign plan (70% of the overall mark)

Hand in date: 8th May 2017

All written reports should be submitted online via the course moodle site no later than 12pm on the required hand in date, adhering to standard Business School hand in
procedures.

You are required to produce a campaign plan for Doddle Neighbour National Rollout campaign in line with the assessment brief. You will present your plan as a written
document using Fill’s Marketing Communications Planning Framework (MCPF). It must be of a professional standard and detail your recommendations in response to the
brief. There is no set format in terms of presentation and marks will be awarded to students who adopt a highly professional and creative approachappropriate for a
marketing communications agency. Your plan should includeall elements of the MCPF and be presented in a logical manner using the framework. When devising your plan,
credit will be given to the structure, presentation and ideas demonstrated but it is also vital that all recommendations are fully justified to show how and why they
will achieve your campaign objectives.

Your plan can be presented in any format but it must not exceed 3000 words (there is no minimum word count and no appendices are permitted with the exception of
references). It is not a mandatory requirement to produce any creative executions of your ideas, however you can include any creative mock-ups of your ideas if you
feel it to be valuable to the presentation of your campaign plan.

MKT5007 Marketing Communications Project 2015/16 – Marking Scheme

Group Members

First Upper Second
Lower Second Third Fail
Element 1

Group
Contextual
Analysis

(30%) Research Evidence of wider reading and thorough research. Robust and comprehensive range of appropriate (academic and trade) sources used in the final
report. All were deemed valid and all referenced correctly. Good selection of academic and trade sources used. Evidence of appropriate reading and reasonable
amounts of research undertaken. All sources referenced correctly. Good range of resources used although not all deemed appropriate and or valid.

Most sources used were referenced correctly Some attempt to gather data, however sources used were either limited and or lacked suitability.

There was an attempt to reference but there were a number of formatting errors Very limited or irrelevantsources used, with very little evidence of robust research
undertaken

Weak or no attempt to reference correctly
Analysis and Insight Robust and insightful analysis of the data and information gathered. Insights produced were relevant to case study and provided an
exceptional viewpoint of the communication issues
A detailed analysis of the research leading to a reasonable number of substantiated insights. Some attempt to analyse the data, however lacked depth and
therefore lacked the critical approach needed to produce usable communication insights. Limited analysis resulting in the presentation of information gathered,
rather than insights. Consequently key issues affecting the campaign were not identified.
Noanalysis with no real relevant insights established.

Presentation Excellent presentation (no proofing errors, clear structure, professionally formatted).
Good presentation with only minor proofing errors Overall the analysis is presentable with only a few proofing errors. Poor formatting, with
significant number of errors
Unprofessional presentation with a significant number of errors
Mark Awarded
First Upper Second
Lower Second Third Fail
Element 2

Individual Campaign Plan

70%
Creativity Highly creative, commercially viable concept, which was succinctly and professionally expressed
Creative campaign concept that was well expressed

Limited creativity shown, however campaign concept was well expressed Limited creativity, poorly expressed idea Poor creative concepts considered
inappropriate
Presentation An articulate, professional document that was free from errors.All material referenced correctly
A well-produced, well-structured document that was free from errors.All material referenced however some errors in formatting Adequate presentation, however
there were some proofing errors and the referencing was incomplete.
Poor presentation with many spelling and grammatical errors.Weak referencing.
Poor presentation with significant grammatical and spelling errors No referencing
Campaign Plan
Exceptional application of concepts with all elements of MCPF covered in sufficient detail.

The structure was logical, with each section clearly developing on from the previous one in order to produce a robust and viable plan.
Most elements of MCPF covered in reasonable amount of detail. Some sections were a little disparate, thus plan was fragmented in approach.
A logically structured plan however weak application of concepts meant that some of the requested elements were not covered in sufficient detail.
Evidence of understanding the MCPF, however lacked depth of explanation and or had an illogical structure, thus making it hard to see how plan would support the case
study.
Poor structure and most requested elements not covered in sufficient detail
Communication tools Innovative approach and use of communication tools. It was clear what the campaign messages were and how the recommended tools would
support the delivery of these messages.
Reasonable consideration for the tools used with some attempt to integrate recommendations. Valid tools used but lack of application to case study and or
lack of application of concepts meant it was unclear why and how used to support campaign. Minimal integration of concepts and limited communications tools used.
It was not evident how they would deliver the campaign messages. Weak understanding of communication tools shown with an over reliance on one main tool to
support the campaign.
Reasoning Well thought out recommendations that were wholly suitable given market, customers and business aims. Well substantiated with clear reasoning
Well explained recommendations but not deemed wholly suitable given case study and or limited reasoning provided Limited evidence why campaign recommendations
have been made Very limited reasoning for ideas. No evidence of any reasoning for ideas

Mark Award