Consultancy Project: Royal Mail Digital Marketing Strategy
Roman H.
Consultancy Project for the British Royal Mail
The project took part in 2017 and was mediated via Leeds University. My team and I aimed to counter contemporary performance issues of the Royal Mail in the Uk by providing a more modern and digital Marketing Strategy including a communications plan under the slogan 'Post Tech - Post Men'.
Budget Plan
In order to be appliccable for a variety of situations we opted for a percentage based budget plan instead of raw numbers.
Action Plan
We devised an action plan overing a time frame of 60 weeks, rotating between different months. Linkedin Campaings i.e. would take place in January, March, April and July whereas SEO covered the entire year and Youtube advertising bridged some gaps by being active during January, February, April and May. Specific media channels were attributed to specific months. We optimized these rotations based on internal data from Royal Mail (direct marketing reach, and general digital Marketing databases. SEO is also were most of the marketing budget went in 73000 £ of almost 100000 £ of total budget.
Branded merchandise for lead generation
We also created branded usb sticks and other gooddies that would over customers either practical value or promotional prices in return for lead generation that would be utilized for remarketing via e-mail and other channnels.
Customer Journey - Media Mix
We also illustrated how our marketing mix was to be implemented on different stages of the marketing mix.
Strategy Communication
We documented each step in a 20 page document and put an emphasis on transparency and clarity.
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Posted Jul 4, 2024
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