integrated marketing communications plan clare venner | dave madeley | rachel hayden |nicholas braun
TRANSCRIPT
Integrated Marketing Communications Plan
Clare Venner | Dave Madeley | Rachel Hayden |Nicholas Braun
Table of Contents Key Benefits Statement
Tone, Style, Image, Theme
Media NOT Selected
Media Selected Facebook Advertising
Bathroom Billboards
Door Hangers & Design
Blocking Chart
Promotional activities Public Relations, Event Marketing/Sponsorship, Sales Promotion
Social Media
Additional Recommendations
References
Key Benefits Statement
“Local financial services made easy for your protection and
guaranteed assurance for your family.”
“Local” portrays the idea of a company that is close and trustworthy
“Protection” and “guaranteed” give the idea of safety, security and
comfort
“Assurance” is used to give confidence to customers that Goddyn &
Associates is the best choice for their financial needs
Tone, Style, Image, Theme
Unique
Minimal clutter
Less competition, more eyes on
the product
Unavoidable
Minor fear appeal
“Are you financially ready for
retirement?”
Optimistic future
Media NOT Selected… Television, Radio
High cost, Low ROMI
Newspaper
High exposure, high clutter
“Money Letters”
Great for guerilla marketing
Same cost as door hangers, less creative
Airport Advertising
High cost, wrong demographic
Aberdeen Mall
Wrong demographic
Facebook Advertising $450 - $5/day allocated towards
advertisement
Reach = 30,000+ people in 25-
50 age demographic
Shows up in newsfeed
Filter advertising to your target
market
Quick link to Facebook page OR
Website
Bathroom Billboards - InSite Advertising $1320 – 11 Resto-Bar Billboards @ $15/per
board weekly
Reach = 135,000+ Impressions / 500
Billboards = 270 Impressions per board
weekly
Eye level and attention grabbing
79% of people read indoor Ads
Resto-bars: Restaurants & Bars Boston Pizza
Rock and Firkin Pub
Duffy’s Pub
On The Rock Pub
McCracken Station Pub
Rayleigh Restaurant and Pub
Door Hangers
$1189.12 for 5000 Prints + Distribution
$409/ Printing from printingpeach.ca + $119/
Design & 4 revisions + $600 Labour + Taxes
Guaranteed Reach of 5000 households
Unique memorable design
Customer is forced to interact with the
advertisement
1% response rate = potential 50 new
clients
Door Hanger Design Goddyn & Associates Tree Symbol
Front of Door Hanger must have:
“Hook” i.e. Are you ready for Retirement?
Call-to-Action i.e. “Call now for a FREE
initial consultation” or “Get a consultation
and be entered to win *insert prize*”
Goddyn & Associates Logo and QR code
Back of Door Hanger must have:
Benefits and Services
Ways to contact i.e. Phone Number
Links to Website & Facebook Page
Promotional Activities
Public Relations
Press Release advertising new marketing direction
“Celebrating 18 Successful Years with Kamloops!”
Event Marketing/Sponsorship
Kamloops Storm Hockey & Putting for Pink
Theatres, Symphonies, Kamloops Ribfest, Kamloops Film Fest
Sales Promotion
Referral Programs, Contests, Sweepstakes to earn credit towards loan
Social Media Hiring an administrative
assistant to keep social
media pages relevant
Improving Facebook Page
“Facebook for Business”
Social Media Camp
$399 or $299 Early Bird
Registration
35 Workshops + Networking
Additional Recommendations
Look for local producer for door hangers
Focus both your door hangers & bathroom billboards in a one area of town
Guerilla Marketing Tactic
Recommendation: Aberdeen area.
Billboards: Boston Pizza, Duffy’s Pub, On the Rocks
Revisit newspaper potential
Hire creative firm for creative strategy
Rename website URL for consistency
Goddynandassociates.com
For ANY advertising you are doing, reference Facebook & the Goddyn &
Associates website
References
http://www.engage121.com/wp-content/uploads/2013/05/FBAds_newsfeed_BLOG5.3.12.png
http://puttingforepink.weebly.com/uploads/1/5/0/0/15008498/5997140.png
http://cdn.socialmediaexaminer.com/wp-content/uploads/2013/07/dh-social-media-buttons-istock-image-25015338.jpg
eMarketer. Millenials’ social shares don’t stop with the post [Internet]. 2014 Oct 24 [cited 2014 Nov 10]; Available from: http://www.emarketer.com/Article/Millennials-Social-Shares-Dont-Stop-with-Post/1011360#sthash.tLeaSFJX.dpuf
Facebook Newsroom. Company info. Facebook [Internet]. 2014 [cited 2014 Nov 21]; Available from: http://newsroom.fb.com/company-info/
Belch G, Belch M, & Guolla M. Advertising and promotion: An integrated marketing communications perspective. 5th ed. Boston, Massachusetts, United States: Irwin/McGraw-Hill; 2014.
Storm Hockey. Sponsors. Kamloops Storm Junior Hockey Club [Internet]. 2014 [cited 2014 Nov 20]; Available from http://www.kamloopsstormhockey.com/leagues/custom_page.cfm?clientID=4520&leagueID=15054&pageid=6730
Putting Fore Pink. Sponsors. [Internet] 2014 [cited 2014 Nov 22]; Available from http://puttingforepink.weebly.com/sponsors.html
References
Putting Fore Pink. Sponsors. [Internet] 2013 [cited 2014 Nov 22]; Available from http://puttingforepink.weebly.com/sponsors1.html
Five Secrets to Door Hanger Marketing. [Internet] (n.d.). [Cited 2014, November 6] Available from http://www.psprint.com/resources/door-hanger-marketing-secrets
Effective Promotional Door Hangers [Internet] 2013, April 4. [Cited 2014, November 6] Available from http://blog.uprinting.com/uprinting-design-how-to-series-effective-promotional-door-hangers/
Effectiveness of Insite Advertising [Internet] 2014, January 1. [Cited 2014, November 12] Available from http://www.insiteadvertising.ca/effective.html
Advertising Rates [Internet] 2013, January 1. [Cited 2014, November 16] Available from http://www.kamloopsthisweek.com/wp-content/uploads/2013/10/Rate-Card-2013-Ray.pdf
Census Agglomeration of Kamloops British Columbia [Internet] 2012, October 21. [Cited 2014, November 6] Available from http://www12.statcan.gc.ca/census-recensement/2011/as-sa/fogs-spg/Facts-cma-eng.cfm?LANG=Eng&GK=CMA&GC=925
The Importance of Colour Choice in Marketing [Internet] [Cited 2014, November 18] Available from http://stealthblog.net/infographic-the-importance-of-color-choice-in-marketing