Podcast

This is paid media, as Freedom Lend pays episode sponsorship to promote the company on these podcast vehicles.

The media schedule selected is pulsing due to seasonal peaks for refinancing, investments and tax time, where advertising surges to increase awareness close to consumer purchasing times and then continues weekly.

 

Social Media

Social Media is categorised as owned media as Freedom Lend can control when and what to post without any collaborative costs, aside from wage costs associated with their social media employee. The reach of consumers who will see the social media posts include their current social media following.

 

Engagement efforts to increase their followers alongside podcast advertising include consistently posting at a frequency of 3-5 times per week as identified in figure 1. This is necessary to establish a customer-to-brand relationship before, during and after a purchase especially as Freedom Lend focuses on customer service.

 

Their media scheduling is continuous due to their frequency of posting 3-5 times a week for the year in efforts to increase their social media following. This is because there are no seasonal impacts to continuously grow and increase engagement.

 

Raffle Promotion

The identified media scheduling is flighting, as there will only be promotional efforts sustained during the 10k giveaway with a frequency of twice a year for 3 months as indicated in figure 1.

 

The raffle will be promoted on their social media, website and podcast sponsorship episodes during the duration of the season which is paid and owned media. However, word-of-mouth and positive reviews gathered are earned media.

 

The reach of the raffle is through current clients and their referrals who are offered to write a review or refer-a-friend and duplicated reach is obtained through advertising efforts on podcasts and social media and website promotions.

 

IMC Element	Estimated Cost (weekly)		Estimated cost (monthly)	Estimated Cost (Jan - march), (June - July)	Estimated Cost (April - May), (August - December)	Total ($) Estimated Cost (2023)
Podcasts: She's on the money (1 Episode/week)   She's on the money (5 Episode/week)   My Millennial Money (1 Episode/week)   My Millennial Money (5 Episodes/week)	($628.2)       ($3141)       ($196.2)       ($981)	($2512.8)           ($12,564)             ($784.8)           ($3924)		-      ($69,102)       -       ($21,582)	($18,846)       -       ($5,886)       -	$115,416
Social Media (Facebook, Instagram, LinkedIn)	$-	$-		$-	$-	$-
Raffle Promotion					2 x $10,000	$20,000
Total				$90,684	$44,732	$135,416

 

Reference: https://www.freedomlend.com.au

 

Question 

1. Use a table to make a marketing strategy execution that communicates the message through Promotional appeals and techniques

- consist use of the concepts of automation to improve the efficiency and effectiveness of existing organisational processes. 

- consists of the organisation's business model, typically creating new capabilities that use emerging technologies or processes. with how much budget that it has been allocated to the strategy 

 

2. use a table to make a marketing implementation plan 

- consists of the aim of the strategy to the customer and how this will be applied to the consumer