An insight intoAn insight into Marketing CommunicationMarketing Communication

By Swati S. Mahajan

Marketing Communication is any kind of communication for internal or external audiences in a prevalent media for promotion of brand and /or its services which conveys the vision and objectives of the organization.

WHAT’S MARKETING COMMUNICATION?

TO SIMPLIFY

Marketing Communication is an integral part of Sales & Marketing dept. which provides Assistance and Support to the Branches to meet the Business Targets

WHAT WE DO? Advertising (Print & Electronic Media) Branding Printing of promotional material Public Relations Website Management

STRATEGIC ADVERTISNG IN PRINT MEDIA

As a part of monthly exercise, all our Branches get monthly Branch Walk-in & Out-stationed Seminars adsHere media planning & budgeting is an important aspect of our functioning.

BRAND ADVERTISING IN PRINT MEDIA

Off-late we’ve had our brand presence on occasions / festivals like Durga Puja Utsav (Kolkata), Gurupurab/ Baisakhi (Punjab), Onam / Vishukkani(Kerala), Ugaadi (Karnataka) Ganesh Chaturthi & Guddi Pahwa (Maharashtra) Canada Day (Nationally & Internationally) Independence Day & Republic Day (Nationally)

ADVERTISING WITH A BRANDING MIX IN MAGAZINES & JOURNALS

Our regular Advertising as well as Editorial in magazines like India Today, Simply Punjabi, Aspire & Outlook, Career 360 degree (few of the highly read English weeklies across India) has given us excellent brand recognition nationally.

Besides this our participation in Khaleej Times & Gulf News Special Reports on product countries like Canada & Australia has given us a unique brand equity.

We have a regular presence in business Journals of CII Communiqué, PHD CCI Bulletin, FIEO News, ASSOCHAM News etc.

Strategic ads in Souvenirs & Journals of various Trade & Professional Associations like Indian Medical Association, Federation of Hotel & Restaurant Asso. of India , Indian Dental Association, Trained Nurses Asso. of India etc.

WWICS PLANS TO GO ON ELECTRONIC MEDIA

Although we are ON AIR in various Private FM stations in Punjab, but we have plans to go nationally on FM Radio (on 98.3 Radio Mirchi, 92.7 Big FM & 94.3 My FM) since Radio has become a very popular medium among the youth in the recent past.

Also In the endeavour to reach out to our target audience nationally, we also intend to go on TV. We wish to reach out to the TG of 18+ age group, preferably well read people, with some work / business experience, who are looking for the right opportunity abroad, we plan to tap that segment on News Channels to begin with.

Later on we may go on GECs like Zee, Star, Sony, Colors , et al.

NEW BRANDING TOOLS RULING THE MARKET

Branding means creating a name in the market. Outdoor media: OOH (Out Of Home medium)

We have initiated with Outdoor campaigns across Punjab. Rest of India in yet to be plann. We may embark an outdoor advertising campaign by taking up

Hoardings Unipoles Bus shelters Local & Interstate Bus branding

Soon we would be sizzling your cityscape as well with numerous hoardings.

MARKETING & PROMOTIONAL MATERIAL

Promotional material is created with an aim to provide verbal as well as written information required while dealing with the walk-ins as well as the clients aspiring to immigration to Canada, Australia, UK, Europe, US & New Zealand .

Our promotional material /collaterals include:

Corporate Brochure Product Leaflets / Fanfolders Product Booklets /Qualifying Booklets Promotional Mailers Training Manuals for Employees Training Manuals for Clients at different stages

PUBLIC RELATIONS

PR is a significant marketing tools. WWICS should always be in a positive news. A news coverage is as good as advertising promotion.

WWICS often grabs the opportunity of being in print media by being the first in sharing important information wrt significant changes in immigration policies & sharing opportunities for our prospects.

We’ve been getting good media coverage during CMD Seminar We also plan for optimum mileage during special events we organize

for Help Age India, on our Anniversary Celebrations, Women’s Day, Canada day Celebrations, etc.

Here I would like to request you to keep us updated about agitated client havoc, some agitated clients if files a complaint and moves to the court, they may also approach media for negative publicity. If we are aware of this in advance, we may take some remedial measures well in time rather than running from pillar to post after a negative news on deficient services by WWICS comes in media.

WEBSITE ENHANCEMENT

Website or a Portal is a 24-hours-a-day, seven-days-a-week promotion machine and Internet is one of the most effective marketing tools available today.

Ever since we initiated to update our the website & post articles on our blog, our website’s ranking has improved. We have focused on our Search Engine Optimization and grabbed the no. 1 position in immigration rel searches in Google.

IT in conjunction with Mktg. Communication dept. has almost revamped our website. Your valuable inputs to improvise it further can make a lot of difference.

We are also taking care of the Social Media Optimization to promote our Brand. We would be advertising on Google ad besides some of the most popular Social Networking site like Facebook, Orkut, Linkedin, YouTube, etc. We have endeavoured to use internet optimally to promote WWICS as a brand not only across India but across the world.

SOME AREA WHERE WE NEED COLLECTIVE ATTENTION FOR OPTIMUM RESULTS

Right planning & timely communication of marketing plans for get fruitful results

Regular feedback from regarding new marketing / branding concepts so that we may get things going.

As far as PR is concerned, we expect regular inputs on special activities at the branches which may be newsworthy & could be covered by print media. If initiated at HO and planned in advance, our PR agency can create good media hype.

All the employees MUST go through the collaterals made for the clients and QAs so that you may comprehend the details in a better way while responding to the QA/client’s query.

THANKYOU