Marketing Communications – Developing effective promotional campaigns

Develop campaigns that have the market pulling to your products or services

Overall aim of the course:

To provide delegates with a structure and process in order that they can develop and implement their own integrated marketing promotional campaigns.

Delegates attending this will be able to:

  • Identify how integrated marketing communication will help their organisation
  • Identify different marketing communications strategies to meet the business objectives
  • Conduct a marketing communications audit, develop a marketing communications plan
  • Adopt different tactics to promote a company and its services
  • Develop a marketing communications plan to ensure budgets are maximised and resources are not wasted
  • Develop key messages for the different audiences, using relevant media to promote the messages
  • Monitor and evaluate the campaign

Course Content:

  • What is marketing? What is marketing communication?
  • Where are you now? – Audit marketing communications activity
    • Who are your customers? What influences their decisions?
    • How is the competition communicating in the market place? How will you compare?
    • Understand effectiveness of previous promotional activities
  • What is it you want to achieve? – Establishing your strategy, setting achievable objectives
  • Developing a marketing communications plan for success
    • Identify consistent, key messages
    • Which channel should you use? Integrated campaigns
    • AIDA approach – Attention, Interest, Desire, Action
    • Consider the promotional methods available – what should you do, when?
  • Advertising, Public Relations, Digital Marketing, Direct Marketing, Events and sponsorship, Selling
  • Customer Care, Internal communication
  • Budgets, Resources
  • Planning for a crisis, Handling negative messages
  • How will you ensure your campaign is a success – Test
  • Monitoring and control, Re-evaluate and implement


1/2/3 days depending on the level of detail required especially with regards to each promotional tactic, templates to be delivered, role-play exercises

NOTE some of the promotional tactics are also available as stand alone courses to give delegates more in-depth practical training support as relevant, for example public relations and digital marketing.

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If you believe your organisation needs help fulfilling its potential then I urge you to contact us for an initial FREE consultation, where I hope you will find our approach is refreshing and practical.

— Tim Stimpson