Westminster

Communications Plan for Westminster International, Ltd.

Westminster International Ltd. will implement a communications plan to directly inform its target consumers of its new security scanner and explain how it can benefit them. This will improve the company’s brand equity by building a connection between the product and the customer. The process for developing an effective communications plan will be evaluated in this paper in addition to an evaluation of the advertising and promotion programs planned for the new scanners, and the technology trends that can assist with the marketing. The marketing communications strategies and differences for both the domestic and international markets will also be discussed.

Evaluation of Factors for Marketing Communications Plan

In the limited market of airport and mass transit security, Westminster must become familiar with its potential customers and develop a communications plan to communicate what the new scanner can do for them. The company will use direct marketing to build relationships with potential customers and explain the product in detail. An informed customer will be more comfortable with the product and more likely to purchase it. The company needs to directly market to the airports, mass transit facilities, government buildings, and other facilities that would benefit from have this advanced security technology.

With this small market, the message can be tailored to meet the customer’s needs such as delivery and setup. The first step is to advertise the new product to persuade the customers that it is superior to what they are currently using and the other scanners available in the market.

Evaluation of Advertising and Promotion Programs

Westminster has chosen to use a direct marketing campaign, meaning all advertising and promotions will flow directly to possible customers. Westminster will employ the use of online advertising through the company’s website as well as email to potential...