The Strategic Communication Plan for an Investment Bank in UAE

Question: Discuss about the Strategic Communication Plan for an Investment Bank in UAE. Answer: Strategic communication plan for an Investment Bank in UAE Aim of marketing campaign: To create brand awareness within the financial community To position the firm in the local and regional market of UAE Target group of people: Energy investment banks and other financial organizations in financial market The business partners in the field of investment banking Regional and local market challenges and opportunities: Challenges: Understanding customers wants and demands across various segments: The marketing campaign should address the demand of the consumers and thus, understanding the perspective of the target group of people might be challenging (Mahoney 2013). Shortened feedback between the local and the global: At times gaining instant feedback becomes challenging. Without proper feedback, the success or the failure of the campaign is not ascertained. Internal coordination of marketing activities: For successful marketing campaign, internal communication is indeed important. However, it times, it happens that due to diversity in the internal environment, the communication does not take place properly. Opportunities: Global-Local alignment: In the recent era of globalization, the opportunity of coming up with various marketing ideas is high. Local people can also align with global ideas. Streamline content access: The impact and relevance of social media is high in the recent perspective. Thus, using these media to reach out the target group is easier (Austin and Pinkleton 2015). Adoption of global systems: Local people are adapting global systems and are becoming used to the global system. Thus, any innovative and new approaches towards marketing can be easily accepted. Recommended communication strategy: Digital marketing: Marketing by the means of content marketing; focusing on search engine optimizer (SEO). Email newsletter: It is expected that the business partners and the target group of people shall be communicated directly by sending emails to them (Barwick et al. 2014). Mobile friendly website: Mobile phones have become friendly device for all and thus, it is recommended that the website of the company shall be made user friendly that can be used by all. Recommended vehicles and tactical mix: Marketing communication vehicles: Direct mail program Publicity events like marathons, calendar shoot, thanks giving parade and such other events Written materials like annual reports, brochures, business cards, catalogs, flyers, letterhead stationery and other (Smith 2013). Promotional give-away items like T-shirts, memo pads, mouse pads, mugs and other such items. Tactical mix of the campaign: Facebook advertisement: Local events sponsorship: Email marketing Recommended key media: Digital media like the social media platforms like Facebook, Twitter Mass media platforms like business magazines, newspaper advertisements, hoardings References: Austin, E.W. and Pinkleton, B.E., 2015.Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns(Vol. 10). Routledge. Barwick, M., Phipps, D., Myers, G., Johnny, M. and Coriandoli, R., 2014. Knowledge translation and strategic communications: Unpacking differences and similarities for scholarly and research communications.Scholarly and Research Communication,5(3). Mahoney, J.S., 2013.Strategic communication: Principles and practice. Oxford University Press. Smith, R.D., 2013.Strategic planning for public relations. Routledge.