La Trobe University

Bundoora campus

Subject Code and Title: MKT1002 – Integrated Marketing Communications

Title: “IMC Promotional Tool Mix – Recommendations Report on Rebel Sport”

Tutor’s name: Dr Elaine Plant

Word counts: 2000 (max)

Student name: Nguyen Dinh Phong (Andrew)

Student id: 21751590

Executive Summary

This report presents a comprehensive Integrated Marketing Communication (IMC) campaign

strategy for Rebel Sport, a leading Australian sporting goods retailer. The campaign aims to
strengthen brand loyalty, attract new customers, and drive sales by leveraging a synergistic
blend of traditional and digital media channels.

The proposed IMC strategy incorporates a detailed analysis of Rebel Sport's target market,
competitive landscape, and current marketing efforts. Key recommendations include a robust
digital and social media presence, innovative out-of-home advertising, targeted direct
marketing, strategic sales promotions, and effective public relations initiatives. By integrating
these elements, Rebel Sport can create a cohesive and impactful brand message, ultimately
driving business growth.

Table of Content

1. Executive Summary
1. Introduction
2. Current Use of Promotional Tools
3. IMC Campaign Strategy and Recommendations
4. Theoretical Justification
5. Evaluation of Campaign Effectiveness
6. Conclusion
7. References
8. Appendices
 1. Current Use of Promotional Tools

The current review of the Rebel Sport promotional strategy shows that great strengths are
made in the digital areas of promotions while the use of traditional media and live in-store
experiences are relatively limited. In terms of execution this approach successfully targets
and engages with younger technological advanced audiences but can somewhat lack in
effectiveness with older generations or those who rely on ‘touch and feel’ experience of the
product. Rebel Sport also works with its target market on the new relevant social media like
Instagram, TikTok, and Facebook often publishing new products, fitness exercises, and the
collaboration with influencers materials. This approach complies with the present trends in
the digital marketing area and would find understanding with the younger, physically oriented
customer base (Smith & Taylor, 2023).

Strengths and Weaknesses:

Strengths: A major advantage for Rebel Sport is its established and aggressive online and
social media marketing strategy as social media continues to play a bigger role in brand
awareness and customer relations. This way, Rebel Sport has established a rich community of
Internet influencers and engaged users with the help of hashtags and challenges. The brand
also has its e-commerce site that offers personalized shopping again which is quite effective
in increasing customers’ satisfaction and their loyalty. As observed from the insights of the
industry, personalization in digital marketing has been estimated to impact the conversion
rates by 20 percent (Johnson, 2022).

Weaknesses: While Rebel Sport’s marketing effort is largely digital, the sparing use of
traditional media hampers the target market’s inclusion of the older population who spends
less time on social media platforms. Also, Rebel Sport has scope for improving its In-Store
and Experiential marketing since these factors are highly significant for establishing a unique
brand connection and strengthening the brand sentiments. Other competitors like Decathlon
make use of in-store promotion and occasion-specific selling approach to the customers, a
strategy Rebel Sport uses not frequently as found on their promotional mix (Anderson, 2021).

Opportunities: It is for this reason that Rebel Sport could affect the extension of its
promotional mix to traditional media and experiential events. Thus, such a balanced strategy
would bring Rebel Sport even greater coverage and strengthen its position in the target
market as a reliable retailer for sportspeople of all ages.
In summary, Rebel Sport’s digital marketing approach is well-developed but lacks a
comprehensive integration with traditional and experiential promotional channels. To build a
stronger, multi-generational appeal, Rebel Sport should consider adopting a more diversified
IMC strategy that balances digital innovation with established media formats and customer-
centered experiences.

2. IMC Campaign Strategy and Recommendations

The “Train for Tomorrow” is a political campaign which looks to encourage Australians to
increase their physical activity levels. This campaign fits Rebel Sport’s purpose of helping
people improve their health through exercise and fitness in a way that strengthens the brand
as an active community contributor to long-term health. The campaign will use six
promotional tools to create a cohesive and impactful message:

Digital and Social Media:

Strategy: Rebel Sport will create a #TrainForTomorrow content on Instagram, TikTok, and
Facebook which will include weekly posts and challenges, live fitness sessions, and highlight
customers. The campaign will work with fitness influencers to expand the campaign’s
outreach and provide it with access to various niches of fitness populations.

Implementation: There will be create-posts supported by the likes of influencers and users
with creative works. By participating in the UGC and specific fitness challenges, customers
are invited to share their fitness transformations and related content with Rebel Sport
hashtags – this helps to build a community.

Rationale: With digital technologies, consumers of Rebel Sport can be interactively and
directly addressed, brand association is possible and viral marketing can be activated. This
approach is in line with knowledge that user activity boosts brand loyalty and increases
audience reach independently (Kotler & Keller, 2022).

Traditional Media:

Strategy: Target marketing will further be administrated through Televisions adverts during
key sporting events and Magazine adverts in key sporting newspapers and magazines. This is
a tradition media strategy that targets especially the older generation who seldom use social
media platforms.
Implementation: The targeted television and print advertisements will tell the inspiring stories
of people who went through the trials and tribulations of reaching their fitness objectives as
seen by both the target consumer and the experienced sportsman.

Rationale: Offline media is a mass media people trust and makes them credible especially the
low internet users. Also, Rebel Sport’s TV ads placed during sports events bring the brand
closer to the popular appropriate content (Belch & Belch, 2021).

Direct Marketing:

Strategy: Use a form of email marketing that will only send out emails to loyal customers and
offers them coupons, early access to the next sale, or any members only news.

Implementation: The customers will be receiving e-mails containing details of products that
they have bought, offers that related with their purchase and VIP invitations to occasions.

Rationale: Direct marketing personalizes the dialogue, which is known to increase customer
loyalty since people prefer to do business with those they think care about them. This strategy
can assist in raising the retention level and therefore brand affiliation (Smith et al., 2023).

Sales Promotion:

Strategy: Pop-up sales/Offers with online as well as offline offers. Loyalty program and
specific sales promotions for the users with the availability of the specific goods in the store
will also persuade the customers.

Implementation: Use a form of publicity to make customers aware that there is a limited time
offer of different products at Rebel Sport’s website, app, and physical stores. For more
clarification, the following figure is a presentation of how the compensation models and
incentives to customer loyalty will look like There will be extra rebates to the loyalty card
holders to encourage them to buy regularly.

Rationale: Sales promotions concern short-term selling with an emphasis on reacting and
encouraging customers to purchase more in that particular period, important for increasing
the quarterly sales. It can be best applied in the retail business, which depends on the season
because the movement of goods will differ each year (Brown and Jones, 2022).

Personal Selling:
Strategy: Educate the staff of stores as ‘personal trainers’ who make advice on products based
on fitness of clients.

Implementation: Enhancements to staff expertise will include training to increase awareness

of Rebel Sport products and how best to match customers with the most suitable products.

Rationale: On the other hand, personal selling helps create a closer relationship with
customers due to a planned approach in product selling. According to research data, personal
selling enhances customer’s satisfaction and is likely to enhance the chances of a purchase
(Kotler & Keller, 2022).

Public Relations:

Strategy: Engage with local sports events, schools and community activities. These
partnerships will be further seen in their press releases, and in coverage on Rebel Sport’s
social media platforms.

Implementation: Sponsor events either with local organisations and/or schools to get
publicity, a good name for the firm and community relations.

Rationale: Community partnerships enhance brand reputation and visibility, fostering a

positive image that aligns with Rebel Sport’s mission. PR campaigns are instrumental in
building trust and credibility within local markets (Anderson & Marks, 2023).

3. Theoretical Justification

The most important or rather fundamental aspect of the proposed IMC campaign is its
theoretical underpinnings which are annexed to well-developed IMC theories, thereby giving
a structured and integrated approach to conveying Rebel Sport’s brand message.

The Hierarchy of Effects Model depicts a process where awareness creates interest and the
resultant need culture interest, desire thus resulting in action (Belch & Belch, 2021). Shots
fired! Rebel Sport’s digital and social media messages are focused upon the achieving cut-
through and sparking intrigue in target demographic of young, digital-savvy consumers. This
leads to interest as the UGC and influencer collaborations present users’ fitness journeys
which appeal to consumer’s motivation to improve self-image. This model opines that it is
possible to take customers through this hierarchy to make them have a better loyalty towards
the brand since each step carves a relationship.
In the same ways, the AIDA Model (Attention, Interest, Desire, Action) also fits well with
Rebel Sport’s plans. Its interactive strategy guarantees that various demographics come
across Rebel Sport’s message and develop initial engagement and passion. Direct marketing
and sales promoters remain suitable for action stage, which encourages the clients to make
the purchase or participate in-store (Smith et al., 2023).

Furthermore, we get the understanding of the various services and consumer loyalty
programs from the Social Exchange Theory. Social Exchange Theory suggests that
consumers will Turn to brands or focus on those brands they feel are offering value to them in
return (Kotler & Keller, 2022). By offering its customer’s special discounts coupled with the
formation of a loyalty program, Rebel Sport creates a win-win situation for both the business
and its clientele.

4. Evaluation of Campaign Effectiveness

For the purpose of evaluating the effectiveness of the “Train for Tomorrow” campaign, both,
the use of numbers, as well as nominal measures in digital and traditional media will be used.
The following evaluation criteria align with Rebel Sport’s objectives to increase brand
engagement, sales, and community involvement:

Reach and Engagement:

Digital Metrics: Monitor the audience of #TrainForTomorrow and engagement rate of the set
posts, as well as the number of times the hashtag #TrainForTomorrow was used. The KPI we
have is number of impressions, likes, shares, comment, and followers gained. Using monthly
reports of these parameters will be useful to determine the Internet visibility and viral
characteristics of the campaign.

Traditional Metrics: Employ Nielsen ratings in the assessment of the TV ad frequency

coverage during sports events. The objective is a minimum 5 percent uplift in TV ad reach for
the same period, as evidence that target group who relies heavily on traditional media is more
visible during the campaign period.

Sales Conversion and Revenue:

Monitor the sales and apply this to online and actual stores to check for the flow of categories
of products during the campaign. The sales and revenue goal is 10% in sales in three months
for products indicated in social media, marketing emails and windows.

Driving conversion rates from e-mail marketing will be used to measure the success of direct
marketing activities with a conversion rate goal of 15 percent for excluded promotional e-
mails (Smith & Taylor, 2023).

Customer Feedback and Satisfaction:

Survey shoppers with personal printed receipts and provided collected feedback in-store to
measure shoppers’ satisfaction of the personal recommendations made by the trained staff.
The example of surveys can help assess the(customer awareness of the “Train for Tomorrow”
theme and find out the weaknesses of Rebel Sport’s service.

As an indicator, use Net Promoter Score (NPS) that should be raised by at least 5 points in the
course of the campaign. More NPS scores will, therefore, show improved customer
satisfaction and loyalty(Kotler & Keller, 2022).

Community Engagement:

Track attendance and participation in Rebel Sport-sponsored local events, such as fitness
challenges and community workshops. Increased participation will demonstrate the
campaign’s effectiveness in fostering community relationships and brand goodwill.

Brand Perception and Awareness:

Conduct pre- and post-campaign surveys to assess changes in brand perception. Brand
awareness should increase by at least 10%, with a stronger association between Rebel Sport
and fitness support.

Conclusion

The “Train for Tomorrow” campaign outline encodes an integrative IMC plan capable of
creating a new image for Rebel Sport as the leading promoter of healthy and active lifestyle
in Australia. With the help of both digital and traditional advertisement along with the use of
direct promotion tools, Rebel Sport can reach many different groups of consumers including
young fit and active generations as well as the older consumers interested in quality sport
products and activities.
In integrating the web, Taleo, bettersites and the other aspects of the campaign, one can see
that while the campaign exploits the Hierarchy of Effects and AIDA models, this is not
careless; Rebel Sport thus captures not only attention but also loyalty. The conceptual
framework, especially with respect to the theoretical framework, shows that Social Exchange
Theory is important to the campaign, with specific attention to reciprocal value as manifested
in the delivery of tailored promotions and incentives and community-oriented events that are
valuable to customers.

The plan presented to evaluate engagement, sale, and customer satisfaction will help to
measure and improve the success of the campaign significantly in the case of Rebel Sport.
Through the ‘Train for Tomorrow’ campaign, Rebel Sport is well placed to attain its objective
of enhanced brand awareness, better customer connections, as well as longevity of sales
growth that will shore up Rebel Sport’s competitive advantage in Australia sports
merchandise sector.
References List :

Anderson, M., & Marks, J. (2023). Marketing strategies in sports retail: Reaching diverse
audiences. Journal of Marketing, 38(4), 45-58.

Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing
communications perspective (11th ed.). McGraw-Hill.

Brown, R., & Jones, T. (2022). The role of sales promotion in retail marketing: Short-term
gains and long-term loyalty. Journal of Retail Management, 27(3), 159-172.

Johnson, P. (2022). Digital marketing trends in 2023: User engagement and personalized
experiences. Digital Insights, 14(2), 35-47.

Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson Education.

Smith, T., & Taylor, P. (2023). Consumer behavior in a digital world: A comprehensive
analysis. Routledge.

Smith, T., Marks, J., & Nguyen, K. (2023). Email marketing and conversion optimization:
Best practices for digital retail. Journal of Digital Marketing, 12(5), 97-112.