• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21
  22. 22
    22
  23. 23
    23
  24. 24
    24
  25. 25
    25
  26. 26
    26
  27. 27
    27

Elizabeth I portraits

Extracts from this document...

Introduction

1. Introduction There is no doubt that the health and fitness sector is about to enter one of the most exciting periods with the NHS and social care markets opening up. Furthermore, increased emphasis on personal responsibility for one's own health combined with an extremely challenging economic climate which may see waiting lists for physiotherapy get longer means that there will be huge opportunities to reach an ever widening market and audiences. For APPI, good communications and marketing will be essential to make the most of the opportunities available and stand out in what is an incredibly crowded and competitive market place. Freshwater Healthcare is a healthcare specialist with over 17 years' of marketing and communications experience working within the health and social care and has a thorough understanding of the ever changing challenges it faces. Whether our clients are launching innovative products and services or aim to become recognised as experts in their field, we have enabled them to achieve their aims and provided them with an excellent return on their investment in marketing and communications. Combining our healthcare expertise with the lessons and techniques from commercial PR, and providing marcomms, PR and communications support to a diverse range of clients, we believe we are well placed to deliver and implement an effective Marketing and Communications Strategy to raise APPI's and Glenn and Elisa Withers' profile in the media and beyond. We would be delighted to work with you on this project and support you in your bid to put APPI on the map. Our understanding of the brief Freshwater has been asked to put together a media relations proposal for a one year term to raise the personal profile of Glenn Withers and Elisa Withers while raising the profile of the three Pilates Art Physiotherapy clinics to consumer and professional audiences. Additionally, we have been invited to consider how we could offer strategic marketing advice to develop the APPI brand and sub-brands. ...read more.

Middle

is something that customers ask for by name ... is the name used by customers when talking about the product/service with other people ... is when people think of the name rather than the product/service ... is something which has developed a personality of its own, beyond the product/service itself ... is something that people would pay a premium for under that and no other name. b. What are our sub-brands? Beyond APPI's core brand offering - that it trains fully qualified physiotherapists - there is currently remarkably little sub-branding. Sub-brands are products with the same fundamental mission as the "mother brand", but a slightly different personality, to reach a new target audience and/or charge a price premium. Sub-brands are often created to appeal to specific audiences - but its important to consider how the brand and sub-brand support each other. For example, the sub-brand can feed off the core brand by 'borrowing' its brand values (quality, excellence etc.). But its existence should not dilute the strength of the core brand - it should 'give something back'. Sub-brands tend to work best when they trip off the tongue or act as a first name and a surname. (Successful examples include: Johnson's Baby, Ford Fiesta, BigMac and the Apple ranges i-Pod, i-Phone, i-Pad.) As we can see from the competitor analysis, successful competitors have developed a range of sub-brands and a number of USPs to sell their brand to their audiences. It is therefore crucial that we explore the best way in which to package and sell the APPI brand, developing a number of sub-brands, USPs and, essentially, concepts market it to a wide range of audiences if we are to compete successfully with other companies in the market. We should consider, for example, what are the core brand values we wish to promote across our business - and which are unique to the sub-brands? ...read more.

Conclusion

FINALLY... Social media Social media can be a very useful tool in supporting all the above activity to help reach as wide an audience as possible and lock in key messages but it does require active management. Freshwater recommends that some elements of social media are built in to the campaign, such as monitoring what is being said across the online community and setting up threads and forums on sites such as Mumsnet (targeting mums and mums to be), consumer online magazines and other related sites to ensure that APPI and its spokespeople have a voice and ongoing presence. 4. Our consultancy rates In order to deliver value for money and ensure sufficient capacity, work would be undertaken at the most appropriate level of seniority so that senior input is used when required. The sample below illustrates costings - these could be graded up or down depending on how much APPI wants to spend. Workstream 1 Activity Days Cost Aims and objectives branding strategy session 0.5 day �770 (AD) Writing up strategy and recommendations 2 days �1,540 (AD) Total cost (exc VAT) �2,310 Workstream 2 Activity Days Cost Stage 1: Scoping 5 days �770 x 2(AD) and �560 x 3 = �3,850 Stage 2: Developing collateral 12 days �770 x 12 (AD) = �9,240 Stage 3: Media relations (1 activity per month or 10 activities per year) * Campaigns Interviewing spokespeople/case studies Writing press release and issuing Selling in * Developing feature packages Interviewing case studies/spokespeople Writing feature and selling in to targeted press * Events Writing press release/invite and issuing Selling in * Responding to topical issues Writing and issuing response * Exploring opportunities for sponsorship/competitions 4 days each 5 days 3 days 0.5 day 5 days �560 x 4 (AE) = �2,240 �770 x 3 (AD) = �3,850 �560 x 3 (AE) = �1,680 �1050 x 0.5 = �525 (DD) �1050 x 5 = �5,250 (DD) ?? ?? ?? ?? 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE History Projects section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE History Projects essays

  1. did 'Bloody Mary' deserve her title?

    Other Tudor monarchs used harsh punishments and execution for petty crime was commonplace; you would be hung if you were caught stealing a loaf of bread. In addition to this, famine and disease were out of her control. And many mocked Mary for being infertile, even though they were circumstances beyond her.

  2. Who was a better leader, Joseph Smith or Brigham Young?

    men was sent out to march against the Mormons, who fled to Salt Lake City. This worked very well and the army ended up not reaching Salt Lake City. Then the Mountain Meadow Massacre took place. As 140 emigrants were heading for California, they passed Utah.

  1. The Rebecca Riots

    This is showing that the police force was not even able to control the mobs, and offered someone who can do the job a reward. This supports the evidence from the victim as previously mentioned, "the constables were unable to stop the mob".

  2. Explain the features of the New Deal.

    This was because of the unemployment rate and the extreme poverty at this time. By 1932 1/4 of the working population was unemployed and 1/3 of the population were members of families in which breadwinner was unemployed= increasing poverty. This confirmed that the American economy had "ceased to function" and American society was "crumbling".

  1. The object of this coursework is to gather information and data, on how woman ...

    The sources that I gathered were very important to my enquiry and my conclusion. However, as my sources were secondary data, it means that my outcome is not very reliable.

  2. Improvements in Public Health

    This was named laissez faire. This is French for do little or nothing. It was there duty to make laws and deal with wars, but not to 'babysit' the community. At the end of the 19th century, the city life was improving little by little.

  1. Elizabeth I: How successfully did she tackle the problems of her reign?

    In the latter half of her reign, Elizabeth was threatened by the King of Spain, Philip II. When Mary Queen of Scots was beheaded on Elizabeth?s order, Phillip II was pushed over the edge. He decided to send his Armada of a hundred and thirty ships to invade England, hoping to restore Catholicism there.

  2. History of Medicine Revision Notes.

    A mild form of smallpox was scratched into the persons bloodstream, they were then kept in a warm room until the symptoms disappeared BUT, many people still died from inoculation but it led to vaccination. Edward JENNER (individuals): He understood the importance of scientific observation and experimenting from studying under John Hunter (a famous surgeon).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work