...INTEGRATED MARKETING COMMUNICATIONS PLAN Kathrine M. Decker I St. Bonaventure University Promotions and Marketing for Public Relations Contents 3 Executive Summary 5 Situation Analysis 11 Market Research 13 SWOT Analysis 17 Overall IMC Strategy 18 IMC Objectives 19 Marketing Strategy 21 Target Audiences 23 Creative Brief 24 Corporate Identity 28 Public Relations Campaign 36 Online Initiatives 46 Advertising Initiatives 50 Campaign Timeline 51 Campaign Budget and ROI 53 Evaluation 55 Conclusion 56 Appendices Contents Promotions and Marketing for Public Relations Executive Summary Trading Post Community Care Center is a nonprofit organization in Springville, New York. It relies entirely on the time and dedication of volunteers and the contributions of donors to serve the community. Trading Post offers an array of services, the most prominent being a clothing exchange program and food pantry. Its primary competition includes other organizations in the community that vie for donations and volunteers, most commonly churches, hospitals, and schools. Trading Post served more than 18,000 clients and acquired 7,500 volunteer hours in 2009, but overall awareness is low. Research determined that most of its services had less than 50 percent awareness in the community. Trading Post is not recognized as a separate entity from its parent organization...
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...Ernesto Castro Intro to marketing communications MW 4:30pm MKTG-4233 Sec001-1320 Product name: Morph Ernesto Castro Intro to marketing communications MW 4:30pm MKTG-4233 Sec001-1320 Product name: Morph 1. Executive Summary The world’s fully flexible phone. Morph is a cellphone concept created by Nokia. Morph is a “bridge between highly advanced technologies and their potential benefits to end-users.” Some of features this new technology included: •Newly-enabled flexible and transparent materials blend more seamlessly with the way we live. •Devices become self-cleaning and self-preserving. •Transparent electronics offering an entirely new aesthetic dimension •Built-in solar absorption might charge a device, while batteries become smaller, longer lasting and faster to charge. •Integrated sensors might allow us to learn more about the environment around us, empowering us to make better choices. The main target audience for this concept is for the innovators and early adopters. By having this group test the product, we’ll be able to decide if the product needs to be changed or if we have green light to mass produce. Promotions will mostly be targeted to those two groups and it’ll be done in such way that will have the greatest impact. Popular channels of communications will definitely be used to capture the most attention which will also include that of other groups like early majority. 1. Situation Analysis Environmental Scan Introducing...
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...Family Diner Marketing Communications Plan Dawn G. Smith Grantham University BA330: Marketing Communications Angela Au December 1, 2015 Family Diner Communication Plan Executive Summary The Family Diner’s mission is to ensure that no family goes hungry, that each and every family has an enjoyable dining experience and the food served is of the finest quality to help build strong healthy families in the community. Along that line the Family Diner is committed to buying locally grown produce supporting the farm to fork movement in the area, providing an atmosphere that promotes family togetherness and that each family member leaves the diner feeling full and satisfied. The Family Diner’s staff supports the diner’s mission by greeting each customer as they are part of the family, supporting the homey atmosphere and treating each customer as if they never left the comfort of their own dining room. The Family Diner was founded by the Smith family in the early 1950’s and has been located in the same spot off of Route 66 ever since. The original owners have since passed away and left the diner to relatives. The relatives have never owned a diner before; however, they are keeping all of the former employees which consists of one cook who has been with the diner The Family Diner was acquired by the new owners due to a death in the family. Even though the new owners have no formal training in the restaurant business...
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...Integrated Marketing Communication Plan Nike Running Shoes I. Background Nike Incorporated, the leading innovator in athletic apparel and accessories, traces its roots to the University of Oregon track and field team of the early 1950’s. The team’s coach was determined to give his athletes a competitive advantage by always finding the newest and most efficient gear, and began designing and producing sneakers with very limited resources. After twenty-one years of creative turmoil and a superficial, lean order-by-order manufacturing system, the Nike brand was finally formally launched in 1971. Eugene Oregon remains the home of the Nike brand and the corporation’s headquarters. Understanding that a distinctive, easily recognizable logo was necessary to build the company’s sales and bond with its customers, the company tried various logos throughout the years. In 1980 the company settled on the final Nike, Inc. logo, referred to as the swoosh, and recognized around the world as the mark of the quality Nike brand. As Nike’s newest advertising agency, our firm will be focusing our efforts toward improving the sustainable competitive advantage of Nike Running shoes. II. Buyer Behavior Nike Inc. currently represents thirty percent of the athletic apparel and accessories industry. The market is comprised of professional athletes, amateur athletes, those devoted to personal fitness, and trendy young adults continuously seeking the latest fashion trends and social recognition....
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...UNIVERSITY-NAIROBI CAMPUS SCHOOL OF BUSINESS AND ECONOMICS COURSE TITLE: MARKETING MANAGEMENT COURSE CODE: MBAD LECTURER: BETSY SINDANI NAME: OMBASA ERIC OMINGO REG.NO: CBM12/10183/15 TASK: ASSIGNMENT DATE:29TH OCTOBER 2015 SIGN:____________________ [pic] KISII UNIVERSITY The University Marketing Plan OCTOBER 2015 Table of Contents Table of Contents i Executive Summary 2 History and Background 3 Vision & Mission 3 CORE VALUES 3 SWOT ANALYSIS 3 FOUNDATIONAL MARKETING OBJECTIVES 5 MARKETING GOALS AND STRATEGIES 6 Goal 1: Maintain Strong Enrollment 6 Goal 2: Continue to Grow Kisii University’s Academic Reputation 6 Goal 3: Strengthen and Broaden Brand Awareness 7 Goal 4: Maintain Brand Consistency 8 GOAL 5: Extend the reach and depth of the university by developing strategic programs and collaborations. 8 Summary 9 Executive Summary At Kisii University, the marketing process is a logical extension of the marketing planning process. Marketing encompasses the continuum from making decisions about which academic programs will be offered to providing those programs at a place and rate students are willing and able to access them. The marketing plan of the University outlines critical marketing strategies and the communication methods used to assist in accomplishing institutional objectives. Information...
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...Marketing IMC and Customer Satisfaction The purpose of this paper is to expand on our previous business plan and marketing strategies for our hypothetical business venture. In this paper, I will provide a comprehensive examination of the goals and objectives of our marketing plan and discuss how the performance of the marketing plan can be measured. In addition, this assessment will discuss how additional promotional strategies such as “word of mouth” and automated messaging can benefit the company. This paper will compare several non-traditional promotional techniques and compare them with some conventional marketing strategies to evaluate their potential strengths and weaknesses. This examination will also discuss how to handle potential problems that may arise due to miscommunication and fluctuating customer expectations of our products and services. Our final marketing plan will incorporate all of these factors, which will help us create policies and procedures that will help the firm avoid potential conflict with customers and maximize growth and revenues. As discussed in our previous papers, we are assuming that we are operating a tutoring company in which we send our tutors to our clients’ homes to help them prepare for a variety of academic related examinations. Our professionally trained tutors work closely with our clients and their families to help them with organization, test preparation, and general study skill techniques. The product that we are selling...
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...maQuestion 2 Marketing Communication Plan for Kiara Designs By [Your Name] [Instructor’s Name] [Institution’s Name] [Institution’s State] [Date] Report Overview This report serves as a digital communication plan for a fictional fashion retailing brand named, Kiara Designs. This plan will help marketers achieving organizational goals of Kiara based on information at hand regarding online marketing and shopping trends in Pakistan. Throughout this report, it is made sure that the digital marketing goals suggested to the brand are: | Smart | Specific | Measureable | Attainment | Realistic | Timely Company Details Established back in 2013, the brand Kiara Designs fall under the category of Apparel/Lifestyle Brands. Its primary products include clothes, bags, phone pouches, shoes and other related items. Each creation at Kiara is a piece of art, inspired by the desire to introduce Pakistani crafts to the upscale local and international market. The key collections are for women who aspire to be different from the crowd. The organization manufactures items related to apparel category. All our items are hand crafted, hence providing job to underprivileged women in Pakistan. Kiara’s Brand Standing Analysis of Kiara Designs as a brand depicts the company has following mission vision and values: Mission To promote Women Empowerment & "Made in Pakistan" globally Vision Fashion with a cause, as every dress we sell can help change a woman's life. Kiara...
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...CMO of a large company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership role within the firm with a number of required functions in order to accomplish the objectives related to marketing department that include: increase the level of sales, enhance the image of the brand, improve the understanding of the customers behavior. Key Functions 1. Analyze the key trends of the industry in which the company is operating in order to perfectly comprehend the behavior of the clients/customers as well as the future performance 2. Coordinate and deal with several areas included in the marketing department such as product development, sales management, corporate communication 3. Create strong relationship and interact with different areas of the company to ensure that the marketing strategic plan will be reached 4. Improve the customer retention Required skills 1. Experience with high tech marketing software 2. Persuasive and self-confident in order to maintain the loyalty of the existing clients/customers 3. Experience in leading teams with strict deadlines 4. Advanced graduate studies specialized in marketing 5. Results oriented and analytical skills 6. Flexible and be able to change the direction from creative to analytical tasks 7. Track record of implementing and growing new business CMO of a startup company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership...
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...1.0 QUESTION 1 1.1 PESTEL Model The first marketing perspective action that could have been taken by Levi’s is implementing the PESTEL model. PESTEL model can be look as a market research analysis which views and group macro-environmental factors as a whole group picture and it is purposely for the manager to make decision for the organization. PESTEL can also let the manger to see the current market status, business position, and the opportunities of growing products and business. There are six factors that are grouped in the PESTEL model, the first factors is political factor which is considers about the terms and change and activities of the government. For example, government has increased the tax rate, thus the manger will make adjustment by increase current price of the year due to maintain current amount of profit. The second factor is the economic factor which looks into the current economy situation, such as inflation or recession and the exchange and interest rate. Manager will invest in more machinery or other investments when the interest rate is low. The third factor is the sociological factor which looks into the current needs and culture of the social. For instant, the demand of skinny jeans among the youngsters have increased, Levi’s will design and produce this kind of jeans. The next factor is the technological factor which deals with the affect changes or growth of technology of Levi’s. This factor should be consider seriously by Levi’s, because the...
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...Unit no-BSBMKG510B E-MARKETING PLAN AND COMMUNICATIONS ASSESSMENT TASK – 1 [pic] Table of contents • Summary • Objectives and purpose • Meet objective of bounce fitness business plan • Value proposition • E-marketing tools and their costs • Meeting Strategic needs • Action plan schedule and budget estimates, monitoring and evaluation • Ethical Legal Requirement • References Summary Bounce fitness is organisation who is related to the innovative wellness programmes and strategies which is organised for the people, so that they would be able to keep them fit and become healthy. Bounce fitness began in 2001 in cairns, Queensland. After that they expand their business and open their centres in Brisbane, Sydney and Melbourne as well. In addition to organise fitness facilities, they basically work on creation and implementation to the wellness programmes. They make more and more customers and increases their sales every quarter. Normally, they try to increase their sales 10% every year. Also they try to provide they long term wellness programs to the customers with the flexible class timings. Current scenario of the organisation At present company has no of centres all around the Australia with so many of health and wellness programs. Marketing is the important part...
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...Marketing Business Plan Marketing Management 9-2-13 Truly Fit will be a community fitness center intended to help residents of Wellsville, New York and the surrounding communities to practice strength and conditioning programs to improve their health and better their lifestyles. It is intended for people of all shapes and sizes, from the highly specialized body builder to the elderly trying to maintain use of crucial muscles that may weaken with age. This fitness center is, by design, broad, general and inclusive. We will not specialize in one particular wellness routine or program, we will generalize in order to welcome all people. Athletic improvement in sports, achieving personal goals, and weight loss are just a few of the goals that may be achieved through a membership at Truly Fit. Truly Fit will be the only fitness facility in the area that is truly dedicated to engaging in the health and fitness needs of our community. This will be done through providing the highest quality equipment, constantly keeping our staff up to date on certifications, providing the highest quality equipment, constantly keeping convenient hours and a fun, social and friendly atmosphere. This is a new service to the area; therefore, it is in the introductory stage of the product life-cycle. Since the service is very new, an integrated market plan will help promote growth in members at the facility. Through marketing, sales of memberships will begin the growth portion of the...
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...marketing Appendix 1 Marketing Plan The Marketing Plan: An Introduction (pp A1–A2) As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch a new product or build sales for existing products. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies develop marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan Unlike a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation, a marketing plan has a more limited scope. It serves to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other departments within the organization. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, the finance department must arrange funding to cover the expenses, the human resources department must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout will vary from company to...
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...Marketing Strategy Template Research Team A HCS/490 March 14, 2014 Erika Johnson Marketing Strategy Template Research How do companies, facilities, or businesses promote and advertise? They use Marketing strategies. A marketing strategy is organization's plan that combines all of its marketing goals into one comprehensive plan. There are so many varieties of marketing and communication strategies available that are used within the industry to promote business. Marketing Strategies are used to streamlines product development, help determine optimal prices, increase company sales, and establishes effective distribution amongst the company. Within this short essay it will include the two marketing strategy templates as well as the communication, the components that make up a strategy plan, appropriate marketing use of the templates, and the similarities/differences of the marketing and communication strategy templates 2 Marketing Strategy Templates and 2 Communication When considering marketing and communication plans, it is important to remember that all plans are similar in nature. They produce a written document that will guide the organization towards a goal. Having the plan in writing allows people from different areas within the organization to understand the collective goal. Two specific plans that will be reviewed are a Dental Marketing Plan and a Pharmacy Marketing Plan. Both are similar but targeted at different areas of health care...
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...The Marketing Plan Handbook Written by Alexander Chernev In The Marketing Plan Handbook, Chernev explains the pieces of a marketing plan , breaking down the need, standard issues, and concerns with many of the plans that companies possess. He also gives a better understanding as the difference between a marketing plan and the strategic plan that many confuse are the same. Many issues fall into play when a company writes the document only by the standard requirements that are given, as an example the 50 page requirement. The main points of the book are focused that the simpler the plan, the better. The outline proposes emphasis on the marketing plan to be written simple and basic and focused on value-management. The finances, operations, technology, and organization should be focused. The plan is broken down into eight simple parts: executive summary, situation analysis, goal, strategy, tactics, implementation, control, and exhibits. He creates and easy to follow guide in which all marketing plans should possess with the need to know information, excluding the fillers. The book suggests there are three key principles in writing a marketing plan. The business strategy must outline and communicate these principles to a target audience. The plan must be first actionable. In this, it should include a development of action directed at obtaining a specific goal. This includes creating or modifying parts of the seven key marketing mix variables: product, service, brand, price, incentives...
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...me and my team to come up with a strategy of initiating this new beverage into the global marketplace and provide feedback of our strategic marketing plan back to him; resulting in downward communication commonly used within many corporations amongst upper and middle managers but “the best communicators explain the reasons behind their downward communications but also solicit communication from the employees they supervise.” (Robbins & Judge, 2011, p. 345) The communication channel I will use is texting due to the fact we need to come up with a strategy and implement it within a week; I would need to get everyone together ASAP; I think of texting as emailing but on a fly and when I’m in a hurry. To the conference room we go. While we are meeting I will be using the lateral form of oral communication because we are peers in the same group; yes I may be the leader; but my contributions are no more or less than anyone on this team. This presentation will be a part of the upward communication channel once we (the group) have successfully decided on how to implement this strategic marketing plan. In order to effectively engage the Vice President of Operations; we must have our boss’ undivided attention, explain what we believe would work the best and make sure that our agenda utilizes the boss’ attention quite well. The lateral communication channel is the best choice in this situation because our boss will have the feedback that he initially wanted. References Robbins, S.P....
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