CAREER CLUSTER Marketing CAREER PATHWAY Marketing Management INSTRUCTIONAL AREA Promotion MARKETING MANAGEMENT SERIES EVENT PARTICIPANT INSTRUCTIONS PROCEDURES 1. The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation. 2. You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge). 3. You will be evaluated on how well you meet the performance indicators of this event. 4. Turn in all your notes and event materials when you have completed the role-play. PERFORMANCE INDICATORS 1. Explain the nature of a promotional plan. 2. Explain the role of promotion as a marketing function. 3. Explain the types of promotion. 4. Explain types of advertising media. 5. Describe word-of-mouth channels used to communicate with targeted audiences.
EVENT SITUATION You are to assume the role of marketing director for the Westside Business Association, a non-profit group. The Westside Business Association is a group of businesses located on the Westside of Barnesville in its second year of existence. The President of Westside Business Association (judge) has asked you to promote their upcoming Westside Community block party. Barnesville is a community of 45,000 people with the main shopping district located on the eastside of town near the interstate. The main shopping district includes restaurants, retail stores, discount stores, movie theatres, and other popular destinations. The Westside Business Association is a group of local business owners located on the Westside. These businesses on the Westside consist of restaurants, mini shopping malls, and discount stores. The Westside Business Association has developed a community block party to be held in a local park on the Westside of Barnesville. The community block party consists of family games, food, live music, fireworks, and a family atmosphere. The goal is to create exposure for the Westside Businesses located in Barnesville. The second annual Westside Block Party is in 6 months and it s your job to promote the event to the community of Barnesville. The president of the Westside Business Association has asked you to develop a promotional campaign for the Westside Business Association Block Party. The event was a moderate success in its first year, but needs more exposure to increase attendance. Your plan must include a description of activities to reach community members. The president (judge) has asked that your plan include strategies for developing an effective promotional plan. You will present your promotional plan and strategies to the president of Westside Business Association (judge) in a role-play to take place in the president s (judge s) office. The president (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have explained your plan of action and answered the president s (judge s) questions, the president of Westside Business Association (judge) will conclude the role-play by thanking you for your work. 2
JUDGE S INSTRUCTIONS DIRECTIONS, PROCEDURES AND JUDGE S ROLE In preparation for this event, you should review the following information with your event manager and other judges: 1. Procedures 2. Performance Indicators 3. Event Situation 4. Judge Role-play Characterization Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant. 5. Judge s Evaluation Instructions 6. Judge s Evaluation Form Please use a critical and consistent eye in rating each participant. 3
JUDGE ROLE-PLAY CHARACTERIZATION You are to assume the role of the President for the Westside Business Association, a non-profit group. The Westside Business Association is a group of businesses located on the Westside of Barnesville in its second year of existence. The Marketing Director (Student) of Westside Business Association has been asked by you to promote their upcoming Westside Community block party. Barnesville is a community of 45,000 people with the main shopping district located on the eastside near the interstate. The shopping district includes restaurants, retail stores, discount stores, and other popular destinations. The Westside Business Association is a group of local business owners located on the Westside. These businesses on the Westside consist of restaurants, mini shopping malls, and discount stores. The Westside Business Association has developed a community block party to be held in a local park on the Westside of Barnesville. The community block party consists of family games, food, live music, fireworks, and a family atmosphere. The goal is to create exposure for the Westside Businesses located in Barnesville. The second annual Westside Block Party is in 6 months and it s your job to promote the event to the community of Barnesville. The president of the Westside Business Association has asked you to develop a promotional campaign for the Westside Business Association Block Party. The event was a moderate success in its first year, but needs more exposure to increase attendance. You have asked the Marketing Director to develop a plan. The plan must include a description of activities to reach community members. You (Judge) have asked that their plan include strategies for developing an effective promotional plan. The Marketing Director will present their promotional plan and strategies to you, the president of Westside Business Association (judge) in a role-play format. The meeting will take place in the president s (judge s) office. You (judge) will begin the role-play by greeting the Marketing Director and asking to hear their promotional plan. After the student has explained their plan of action and answered your questions, the president of Westside Business Association (judge) will conclude the role-play by thanking them for their work. 4
Judges Questions to Ask: Why did you choose those promotional strategies? (Possible solution) I chose to use these promotional strategies because, taking our target market into consideration, they will have the most exposure to promotions such as a billboard near local restaurants. How will you measure the success of your promotional plan? (Possible solution) We can measure the success of the promotional plan by having an online survey asking people how they heard of the Westside Business Association Block Party. As an incentive to get people to take they survey, they will be entered into a drawing to win gift cards to the Westside Businesses.. What is our main target market and why for this event? (Possible solution) Our main target market is families within the Barnesville community because they will be the customers of the Westside businesses and will be the most interested in the block party. 5
Evaluation Form Information JUDGE S EVALUATION INSTRUCTIONS The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event. Evaluation Form Interpretation The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency. Level of Evaluation Exceeds Expectations Meets Expectations Below Expectations Little/No Value Interpretation Level Participant demonstrated the performance indicator in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this performance indicator. Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89 th percentile of business personnel performing this performance indicator. Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69 th percentile of business personnel performing this performance indicator. Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49 th percentile of business personnel performing this performance indicator. 6
MARKETING MANAGEMENT SERIES, 2014 JUDGE S EVALUATION FORM DISTRICT EVENT Participant: I.D. Number: INSTRUCTIONAL AREA: Promotion Did the participant: Little/No Value Below Expectations Meets Expectations Exceeds Expectations Judged Score PERFORMANCE INDICATORS 1. 2. Explain the nature of a promotional plan. Explain the role of promotion as a marketing function 0-1-2-3-4-5 6-7-8-9 10-11-12-13 14-15-16 0-1-2-3-4-5 6-7-8-9 10-11-12-13 14-15-16 3. Explain the types of promotion 0-1-2-3-4-5 6-7-8-9 10-11-12-13 14-15-16 4. Explain types of advertising media 0-1-2-3-4-5 6-7-8-9 10-11-12-13 14-15-16 5. 6. 7. Describe word-of-mouth channels used to communicate with targeted audiences Reason effectively, use systems thinking, make judgments and decisions, and solve problems? Overall impression and responses to the judge s questions 0-1-2-3-4-5 6-7-8-9 10-11-12-13 14-15-16 0-1-2-3 4-5-6 7-8 9-10 0-1-2-3 4-5-6 7-8 9-10 TOTAL SCORE 7