Section B: IMC Plan

1. Executive Summary
The report is about the integrated marketing communications plan for A. By applying the
diversities of communications platform, the report will promote the campaign aiming to
Target audience who living in Place using the Twist. The objectives of this campaign is to List
out the objectives.
Moreover, the main Slogan for this campaign to encourage customer/ assist customer to sth
The estimated budget for the entire campaign is around A to B with mainly invested on
which platform. The platform accounted for the largest amount of budget is C because D
2. Introduction
The following is an integrated marketing communication plan prepared for….It is the famous
retailer of…in Sydney. ….has current been experiencing some difficulties and need to
revitalise. This IMC plan delivers a framework for developing, implementing and evaluating
programs to support company obtain its objectives. This plans will implement 12 months
and concentrate on the geographic area of …The plan combines various elements of
promotional mix to create the synergy effect and maximise the touchpoints.
3. Situation analysis
Marketing Mix Analysis
Product

Company offers a range of…goods and services including

Price
Average price range of the product falls into
Place

It has … stores located in… and also has the online store

Promotion
Promotion has included

Company Analysis
Assessment of company’s IMC organization
… responsible for organizing promotional activities using … to help with creating, production
and placement their message
Review of company’s previous IMC programs
If their current campaign is ineffective? Why (1. Specific target market, 2. The previous
campaign is on A platform which might not have combination of other methods, 3. Lack of
uniqueness)
Assessment of company image
Well-known, perceived as… in terms of value and price
Financial status
Have they experienced any loss?
 Assessment of their product, packaging, labelling, brand image

SWOT Analysis
Strengths Weaknesses

Opportunities Threats
 

Customer Analysis
Their current audience, is there any potential factor from this customer in generating the
revenue

A is currently targeting mainly B customers. Therefore, most of its product or service designs
…A needs to redefine the new target market and implement an effective communication
plan to niche target market which is …
Competitor Analysis
There are.. competitors offering the same products and service in the marketplace
The major advantages of our competitors are

Company/ A B C
Indicators
Product
Price
Review

Environmental Analysis
Political analysis=> Any standards, regulations
Economic analysis=> Spending pattern, inflation
Sociocultural=> Lifestyle, culture, traditional beliefs, reference group
Technological analysis=>
Environmental analysis=> CSR for the sustainable environment
Legal analysis=>

Opportunity Analysis
Business opportunities refers to the market demand that is not satisfied, and the vacancies
left by existing competitors in the market. The demand foe G is predict as increasing the
future. Therefore, we can get more deals and profits by attracting more new target audience
to purchase our products

4. Objectives/ Budget/ Target Audience

Objectives
Sales Objectives
 Sales increase 40% at the end of the campaign
 The new promotional campaign will contribute to % in the sales revenue
Marketing objectives
 Gain 30% more customers within the target market
 Increase annual revenue
 Increase website traffic
 Gain new followers
 Increase the customer satisfaction measured by the reviews
 Decrease the churn rate by % in the end of the campaign
Communications objectives
 Brand recognition, brand attitude, brand retention
 To increase the brand awareness among 30% of the customer within 3-month
period
 Increase brand preference
Media objectives
 Reach 40% of target audience in 4 months
 Use new platform to increase the coverage of 80% of the target market after 6
months
 Increase the rating point
Budget
The plan applies the bottom-up approach starting with the objectives to focus on the main
objectives of the entire project.
The estimated budget for entire marketing campaign is Q. This amount is proportionally
allocated to list out the channels
The cost of a video made by an influencer is from $500 to $1000. There will be 5 videos
generated during the campaign
The cost of Facebook advertisements is around $0.7 per click. It has 14000 followers , the
clicked on Facebook’s ads would be clicked by at least 14000 people. This also similar to
Instagram with … followers
Google Display Network is measured by 0.58 per click and the average cost would be E for a
month.

Budget Table
Activities Cost per unit Estimated number Total cost
of units
Youtube
Facebook ads
Instagram ads

Target audience
The new target audience is A. Target audience profile: where they live, spending pattern,
habit, lifestyle.
Demographic: age, gender, education, income
Geographic:
Psychographic: interest, attitudes, values
Behavioural: medium. heavy users
5. Communication strategy
Message
The main message will be: ABCD focused on new target audience. Present the twist and
further explain why. Which component is comprised in this campaign?
There will be 2 set of images or videos relating to this campaign. First, the videos contains A
message. The last video conveys the message 2
Implementing emotive appeals to influence the target audience in their process of decision
making. We strongly believe the use of V will influence the customer in the spending habit/
behaviours towards our brand.

Slogan:
This message will be encoded through symbols and images to help our target audience
better visualise and decode it appropriately. It will be sent all channels and integrated in all
parts of the media mix
Channels& Sources
Social media and print media can be considered as the effective methods to grab more
customer’s attention. Our brand can be maximise our touch point by having the exposure of
influencers on related platforms.
We emphasise on generating the ads via social media because our target audience mostly
use it to grab and share information which is highly beneficial to increase our brand
awareness. WOM and eWOM can attain by using this channel.
Increase the online presence is to encourage customers leave the comments and reviews on
website.
Nonpersonal channels- print and broadcast, internet
Personal channel-sales person

6. Creative Strategy
Message
Advertising appeals: Informational appeal or emotional appeal
Message strategy: New slogan
Ad appeal: the approach used in an ad message to attract attention or interest or influence
feelings

Type of message strategies: focus on a product or service, attribute that is distinctive and offers,
important benefits, positioning, brand image, affective, resonance, inherent drama

Should be better to put images to illustrate the campaign

Problem:…..This plans will improve…

Campaign theme: The tagline is….which convey the main message as…It succinctly express the
business’s positioning, relatable and catchy

Appeal:

A. Rational: focus on the customer’s need based on attributes

1. Features appeal
 2. Competitive appeal: make comparison
3. Favourable price appeal
B. Emotional appeal
Relate to social and psychological needs for purchasing a product, improve evaluations
of brand=> Transformational ads
Put the draft here

7. Media Planning
Media Mix
This campaign will combine different media to make the synergy effect. It will be the
combination these social media platforms such as Facebook, Instagram and other digital
platform such as Google ads.
To better reach out target market, 80% of the marketing budget will be contributed to digital
advertising. The remainder will be dedicated to …

Can use the pie chart to better illustrate that

Magazine: Monthly in…

Cinema, in-store media, promotional products: stickers, caps, t-shirt

Online

Target market and Geographic Coverage

 Our plan will be heavily concentrated on the new target market who living in the
specific areas
 To extend our coverage an minimise waste coverage=> Need to be specific

Scheduling

Campaign Timeline
Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec

Campaign
Planning
Campaign
Launch
Print Ads
Digital Ads

Re-
engagement

Reach versus frequency

It is believed that the % increase in the awareness and high reach because this is new
product combining with the promotional mix
Maximize frequency
Creative aspects and mood
The type of mood you need to create in relation to your product and which media vehicle
best expresses this mood
Flexibility
In the budget, an amount of…has been left for contingencies what will cover any sudden
changes or any extra purchase.
Budget consideration
The marketing budget if A for 12-month campaign will allow for our brand obtain the
objectives within the campaign period. The budget may vary in the digital platform due to
the clicks on the Facebooks and Instagram
8. Media Strategy
Advertising
(1) Broadcast, (2) print- traditional channels and (3) support media

Television, radio, magazines

Out-of-home advertising

Promotional products

Direct marketing
Direct mail, email, SMS marketing
Internet and Interactive media
Owned and paid
Website, blog, banner ads, paid
Rich media: online commercials- appear before…videos
Public relations
Proactive public relations: media release, community involvement (sponsor events)

Sales promotion
Franchise building sales promotions: loyalty programs, event marketing-Long-term brand
preference
Nonfranchise building sales promotions: samples, coupons

Personal selling
9. Campaign evaluation (test the message variables, media strategies, budget decision)
Presenting
 Before a campaign is run, we need to conduct a pre-test to predict customer reaction to the
campaign. About 10 people will take participate in the interview coming from different age
group and genders. We collect their demographic information and observe their reaction
after reading the message and watch our video. About 70% of those shows the positive
attitude and think it is relevant to them.
Post testing
 Measure the effectiveness of the campaign is based on sales
 After the campaign, online survey and offline survey will send to the target customer
group
 Do we attain the objectives? ROI, share, sales

Measuring effectiveness

Brand attitudes will be researched (advertising research)

Online: click-through rate, website traffic, repeat visitors

The number of weekly sales will be monitored to establish whether the sales objectives has
been achieved

10.Conclusion
In conclusion, this report has presented IMC strategy for the next year. In the light of situation
analysis and desire to revitalize, a list of objectives, target audience and communication strategy,
media strategy and campaign evaluation activities have been recommended. However, the
marketing environment should be continually monitored so that corrective action can be
undertaken if necessary, to ensure everlasting success of the proposed promotional activities
https://www.studocu.com/en-au/document/university-of-technology-sydney/integrated-marketing-
communications/summaries/imc-exam-plan-summary-integrated-marketing-
communications/6290395/view

Questions

1. To save time, for the products, other less important category, can we put in under the
dot points only instead of writing the whole paragraph?
2. And for the scheduling in the media planning, is that ok if I only put the table to illustrate
our idea without giving any explanation?
3. Can you tell me, which part in the IMC that I need to put a lot of effort into?

Appendix