What am I trying to do…

In brief, my project will outline the most effective and efficient way to market a product abroad. More specifically, i will be analysing the most effective pathways for marketing a training product for travel professionals in countries including; New Zealand, England, Canada and India. This analysis will include identifying political, economic, social, technological, legal and environmental factors that may influence successful marketing in these nations. My project will also outline the importance of understanding these driving and restrictive forces, and will highlight the necessary application of a situational analysis.

One of the greatest problems with marketing abroad is understanding different cultures and consequently, the most appropriate marketing methods for a specific region. I wish to provide advice to the Langley Group regarding how best to promote and market its product; Passport to the World in the countries mentioned above.

Making changes

I had my first meeting with my supervisor yesterday, and it proved to be both interesting and informative. I was having reservations about the feasibility of my strategy. Marketing/Publicising a product in four different countries without direct and informed contacts in those countries would be an incredibly difficult path… as i suspected. So my supervisor, Philippa Brear, and i discussed related yet more realistic approaches to my project.

I think the best approach that arose out of our discussion, would be to construct a ‘universal’ model for a campaign to launch Passport to the World, with an attached situational analyses and communication advice for marketing to the suggested key countries; England, India, New Zealand and Canada.

Therefore, my project should consist of a flexible plan for launching Passport to the World, with a PESTLE analysis of the four countries. PESTLE is an acronym for Political, Economic, Social, Technological, Legal and Environmental factors involved in analysing a market situation. This may also be accompanied by a SWOT analysis, Strengths, Weaknesses, Opportunities and Threats. Hopefully, through this new approach i will be able to add a greater level of depth and sophistication to my project, while also broadening my career prospects. I am eager to study public relations on a global level, and this will be an exciting and feasible first step.

Methodologies for ‘going global’ strategy

 

The effective execution of this communications plan will depend upon a range of research methodologies to ensure accuracy and relevance. Before this campaign begins to take shape, one must conduct research into similar communication campaigns to determine successful and unsuccessful strategies. One cannot design a campaign without a firm understanding of the composition of a campaign, a range of methods for how the tactics would be implemented, and what strategies to avoid. This research would involve analysis of existing data in online environments or through direct reporting from organisations that have implemented campaigns with similar objectives to those of Training People Worldwide.

 

Important preliminary questions for a public relations campaign need to be considered. These questions include:

• What is the problem, issue or opportunity? 
• What type of information is required? 
• How will the results of the research be applied? 
• What specific public (or publics) need to be researched? 
• How will the research data be collected, analysed, reported? 
• How much will it cost?

Formal research methods that may be employed in the development of this strategy include;

• Surveys, for example; mail questionnaires, telephone surveys, personal interviews, omnibus surveys, and Web/e-mail surveys
• Experiments

Informal research methods that may be employed in the development of this strategy include:

• analysis of organisational materials;
• personal contacts;
• news articles and media monitoring;
• regional and national poll results;
• data from other similar or interested trade groups;
• library research;
• online databases;
• analysis of letters and telephone calls to the organisation;
• focus groups and in-depth interviews;
• copy testing of planned materials or events;
• communication audits.

Ethical risk

As part of honours, for any project that involves working with people, it is a requirement to submit an ethics approval form. I understand that in some cases research methods can become quite unethical, particularly when dealing with children or implementing methods of deception. I imagine, though, that such research is more prevalent in studies of a psychological nature, rather than within the field of communication.

When looking at the guidelines for the ethics application form, i didn’t feel that it is particularly necessary for me to complete one. However, i am working with real people and an established organisation, so i do understand that there are risks involved, particularly when dealing with sensitive information. Given this is really my only ethical concern, i suppose my project would be considered as Risk Level 1, that is the level of lowest risk. If i use photographs in my project or any form of sound recording, the ethics committee will probably change the risk level rating to Risk Level 2. Risk Level 3 is the highest risk, and would apply to publication of information about individuals, working with children or using deception.

I am near completion of the form, though it has not been a lengthy task for me. I will be submitting the form in early June for review so that then i can proceed with research such as focus groups, interviews and questionnaires for my project.

Direction for Communication Strategy

After much consideration, and consultation with Sue Langley, i have established a focus for my strategy. To design a communications strategy for the Langley Group would be a massive task that may not be achievable, with any complexity, by the end of the year. Therefore, I will be focusing on developing a campaign to launch a new program, Passport to the World. This is an online training program for travel professionals, and is a part of Training People Worldwide.

Training People Worldwide is part of the Langley Group. However, the Langley Group does not use the ‘Langley Group’ as a trading name. This creates a divide that protects each branch of the business from other branches which may come under scrutiny. For example, if Training People Worldwide was to encounter legal difficulty, this would not effect Emotional Intelligence Worldwide, the other branch of the Langley Group.

Passport to the Worldwill already be launched and available for purchase in most Australian capital cities by the end of 2008. My strategy will be focused around taking the program offshore. Sue Langley has expressed interest in targeting English-speaking nations including England, New Zealand, Canada and India. If time and resources permits, i will consider including the US of America in the strategy, although this is unlikely.

Finding pathways

 

I am getting increasingly excited about developing my communications strategy for the Langley Group. I had a meeting last Wednesday with Sue Langley, Principal of the Langley Group, to discuss possible pathways for her organisation.

 

The Langley Group has three main operative branches; Emotional Intelligence, Training People and Passport to the World. I attended the Breakfast Launch in Melbourne on Thursday 3 April 2008 for the new program Passport to the World, which looks very promising.

 

I am currently contemplating the direction for my strategy, whether it should be company based, or program based (ie. just focusing on their new product, Passport to the World). My choice will largely depend on what will be feasible for completion within this year.

 

My other option is to focus on the Langley Group ‘going global’, which will be very interesting and highly beneficial for the organisation, if it is willing to expand substantially. This would involve more internal communications work, including recruitment and increases to existing employees’ workloads.

 

Honouring honours

 

I am starting to realise the impact that this year is going to have on my life. As previously discussed, many people say that an honours year is one of the hardest academic years of ones life, equivalent to VCE. Interestingly enough, I have recently accepted a promotion at work, which has increased my hours, duties and workload dramatically compared with my former position. I am also the Student Representative for Professional Communications honours students.

 

I have always been able to juggle numerous responsibilities, and I enjoy leading a busy life. Unfortunately this means that I have little time to myself which, as I get older, I am starting to understand the increasing importance of ‘mental space’. I am also starting to recognise what it is that so many others have been saying about honours. The honours year expects more of a student than a simple thesis or project. We maintain our blogs (which I quite enjoy) for two classes, create a documentary webpage for Transient Spaces, two essays for Communication Revolutions up to the total length of 6,000 words, completion of an approved ethics approval form, and a group wiki creation. More importantly, if one wants to graduate with first class honours, these things don’t just have to be done, but they have to be done well!

 

It is definitely going to be a very interesting year, and I’m sure I will have to endure many tests of emotional intelligence due to lack of sleep and my perfectionism.

 

Housekeeping

My first week of my honours year has definitely been interesting. We have fulfilled most of our housekeeping duties, including developing abstracts for our projects, finalising enrolments, organising security clearance and meeting fellow class members. I hope that now we can start to move into course material and gain a firmer understanding of how this year will progress.

I have been told that my life will become my honours project. I have been told that i will become so absorbed in the ideas i will be exploring, that my conversations will consist of little else. I have been told that there is a high probability i will be forced to quite my job, sleep at uni and that i will create such inner turmoil that i will acquire stress-related sickness.

So, one of my goals this year is to prove these theories wrong. I have always lived a hectic, yet well balanced life, and i believe that motivation and assertiveness combined with relaxation and enjoyment is the best formula for success. I am already feeling the pressure from my new job, and i feel that i may eventually have to cut back my hours. However, unfortunately one cannot afford to be without work while renting, paying bills and satisfying the need to eat. Therefore, the harsh reality is that I must push through, no matter how tough times may seem. I have never failed at anything, and i do not intend to start a pattern of defeat in what i feel will be a year filled with success.