– ELENI PANOU –
DIGITAL MARKETING
CAMPAIGN PROPOSAL
INSTITUTE OF DIRECT & DIGI TAL MA R K ETING
ASSI G N MEN T 1
DI G I TAL M A R K E TING DIPLOMA 20 1 4
C e r t i f i c a t e A s s i g n m e n t C o v e r S h e e t
I n s t r u c t i o n s : C o v e r s h e e t t o b e c o m p l e t e d a n d a t t a c h e d t o t h e f r o n t o f y o u r a s s i g n m e n t . Y o u r s u b m i s s i o n
s h o u l d b e b e t w e e n 3 0 0 0 – 4 0 0 0 w o r d s , ( i n c l u d i n g a p p e n d i c e s ) a n d m u s t b e t y p e d a n d s e c u r e l y f a s t e n e d
i . e . p l a s t i c f o l d e r , s p i r a l b o u n d e t c . Y o u r b u d g e t a n d a n y r e f e r e n c e s a r e n o t t o b e i n c l u d e d i n t h e w o r d
c o u n t .
P l e a s e n o t e t h a t a n y t h i n g o v e r 4 0 0 0 w o r d s w i l l b e r e t u r n e d t o y o u u n m a r k e d .
P l e a s e f o r w a r d 1 c o p y b y a s e c u r e m e t h o d t o t h e a d d r e s s b e l o w a n d e m a i l a c o p y t o
q u a l i f i c a t i o n s @ t h e i d m . c o m . W e r e c o m m e n d y o u o b t a i n a p r o o f o f p o s t a g e a s i n s u r a n c e a g a i n s t a n y i s s u e s
t h a t m a y o c c u r w i t h t h e d e l i v e r y o f y o u r a s s i g n m e n t , b e a r i n g i n m i n d t h a t w e u s e t h e p o s t m a r k a s t h e
s u b m i s s i o n d a t e .
Q u a l i f i c a t i o n s D e p t
T h e I n s t i t u t e o f D i r e c t a n d D i g i t a l M a r k e t i n g
1 P a r k R o a d
T e d d i n g t o n , M i d d l e s e x
T W 1 1 0 A R
C a n d i d a t e N a m e :
Q u a l i f i c a t i o n T i t l e :
T i t l e o f A s s i g n m e n t :
T u t o r :
D e c l a r a t i o n : I d e c l a r e t h a t t h e a t t a c h e d w o r k i s m y o w n , a n d t h e m a t e r i a l c o n t a i n e d t h e r e i n h a s n o t
b e e n u s e d i n a n y o t h e r s u b m i s s i o n f o r a n I D M q u a l i f i c a t i o n . I g i v e p e r m i s s i o n f o r m y w o r k t o b e
r e v i e w e d b y t h e b u s i n e s s f e a t u r e d i n t h e c a s e s t u d y .
S i g n e d : D a t e : W o r d C o u n t :
T u t o r ’ s R e m a r k s
M a r k ( % )
gkg
WHEEL TO WIN
G K G S T R AT E G I C A N A LY S I S A N D
M A R K E T I N G P L A N
WHEEL TO WIN
CONTENTS
1. EXECUTIVE SUMMARY…………..………..………..…………………..………..………..………………2
2. EXTERNAL ANALYSIS…..………..…………………..………..………..……………..………………….3
3. INTERNAL ANALYSIS…..………..………..…………………..………..………..…………………..…….4
4. SWOT ANALYSIS………………………..………..………..…………………..………..…………..……….5
5. TARGET AUDIENCE………….………..………..………..…………………..…………….………..……..6
6. THE OBJECTIVES…………..………..………..………..…………………..………..………..…………….7
7. DATABASE…….…………………..………..………..…………………..………..……………….…..………7
8. THE CAMPAIGN…….………..…………………..………..………..…………………..…………..………..8
9. TACTICS & ACTIONS…………..………..………..………..………………………….………..………….8
10. WEBSITE RECOMMENDATIONS………………..………..…………………..……………….…....12
11. CONTROL…..………..…………………..………..………..…………………..…………..……………….13
12. APPENDICES…………….………..…………………..………..………..…………………..………..……14
WHEEL TO WIN GKG STRATEGIC ANALYSIS AND MARKETING PLAN
1. EXECUTIVE SUMMARY
GKG is a small charity organisation that is helping disabled children by providing special sports
wheelchairs to take part in events all over the world including 2014 Glasgow Commonwealth
Games, 2014 Sochi Winter Paralympics, 2016 Rio Summer Paralympics and many more. It is the
only charity in the UK that offers such a positive sporting focus in support of children with
disabilities.
GKG’s main source of income comes from marathon runners who attract sponsorship. However,
competition for the limited number of places that charities can buy for runners is getting tougher in