Integrated Marketing Communications Strategy
5.0 IMC Main Objectives
Launch new company website with link to
Facebook Page by July 1, 2015.
Increase Facebook impressions by 25%
from April 1, 2015 - October 1, 2015.
Increase detailing revenue by 10% from
May 1, 2015 - November 1, 2015.
Increase new customer base by 5% from
May 1, 2015 - November 1, 2015.
Increase brand awareness by 25% via
imprinted items displaying company logo
from May 1, 2015 - November 1, 2015.
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6.0 SWOT Analysis
2
Online Communications Strategy
7.0 Company Website
7.1 Company Facebook Page
3
Advertising Strategy
8.0 Business Signs
8.1 Car Door Magnets
555 Van Dyne Rd. Fond du Lac, WI 54937
(920) 933-9533 | (920) 251-2637
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8.2 Radio Advertising
Image Development Strategy
9.0 Company Logo
Old Logo:
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New Logo:
9.1 Company Business Cards
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9.2 Brand Impression Tools
Can Koozies
Temporary Tattoos
Pens
Nylon Frisbees
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Public Relations Strategy
10.0 Community Event Participation
Donation toward the North Fondy Fest 2015 annual raffle:
Car Care Package that includes a bucket of car maintenance items
and a $100 gift card for service at Cory’s Customs.
10.1 Customer Loyalty Card
Front
Back
Back
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IMC Budget
UNIT COST
TOTAL SIX
MONTH COST
300
$1.00
$300.00
PENSXPRESS
500
$.30
$150.00
NYLON FRISBEES
DISCOUNT
FAVORS
300
$.83
$249.00
TEMPORARY TATTOOS
HOPPER’S
1,000
$.14
$142.00
PUBLIC RELATIONS
VENDOR
UNIT COST
TOTAL SIX
MONTH COST
BUSINESS CARDS
VISTAPRINT
1,000
$.04
$42.00
LOYALTY PUNCH CARDS
VISTAPRINT
1,000
$.04
$42.00
EVENT SPONSORSHIP
N/A
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$200.00
$200.00
BRAND POSITIONING
VENDOR
UNIT COST
TOTAL SIX
MONTH COST
18x24 ALUMINUM LAWN
SIGN
SIGNAZON
5
$59.00
295.00
24X36 METAL
BUILDING SIGN
SIGNAZON
1
$110.00
$110.00
36X48 METAL
BUILDING SIGN
SIGNAZON
1
$224.00
$224.00
18X12 VEHICLE MAGNETS
SIGNAZON
10
$22.00
$220.00
MEDIA MARKETING
VENDOR
MONTHLY
COST
TOTAL SIX
MONTH COST
WEBSITE
WEBSITE
BUILDER
N/A
$3.00
$18.00
FACEBOOK
$5.00/BOOST
$80.00
$480
K107.1
2 ADS/WEEK
$88.00
528.00
BRAND IMPRESSIONS
VENDOR
CAN KOOZIES
HOPPER’S
PENS
FACEBOOK ADVERTISING
RADIO AD
QUANTITY
QUANTITY
QUANTITY
QUANTITY
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IMC Objective Evaluation
11.0 Online Communications
Customer response in all its varied forms will aid in gauging the impact of the newly
launched company website, and company Facebook page content. By surveying
customers online and in person, and receiving feedback and online commentary, they
can evaluate which campaigns have the greatest impact. Simple questions like "How
did you find out about our weekly sale?" can reveal which initiatives are reaching the
customer and which market segments are making purchases.
In terms of measuring page impressions, Facebook has made it incredibly easy to track
the activity. The company can view a highly sophisticated set of impression
measurement tools and gain insight at any time to see how many customers/users
viewed posted advertisements, down to the specific details of the user’s age, gender,
marital status, location, etc., allowing them to tailor their ad placement based on their
specific user demographics.
12.0 Sales Promotion
After doing three months of paid
ad promotion (boosting) on the
company Facebook page, we
were able to gain detailed page
insights.
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We obtained a lot of useful insight on the company Facebook page analytics that will aid
in predicting future Facebook page impressions.
Upon posting paid advertising on
Company Facebook Page
'Likes'
Cory’s Customs’ Facebook page,
500
and linking them to other group sites
450
400
and fan page, we were able to see
350
their page likes increase from 355 to
300
455 from February 1st to May 1st, an
250
February
March
April
May
increase of 25%.
The company can view
this information in real
time along with other
various page analytics
provided in their
Facebook ‘Activities’
section.
This valuable insight will be useful to which ad promotions are working/not working, in
order to tailor future ‘boosted’ promotions accordingly. Along with online mentions from
Cory’s Customs Facebook page and company website, we also propose running
regularly scheduled radio advertisements, customer loyalty and referral discounts, and
a large variety of brand impression promotional items displaying the new company logo.
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Results will be evaluated in reach metrics, which simply refers to the sheer amount of
customers, users, or local referrals reached from all forms of communication.
Clients at Cory’s Customers are already being asked how they heard about their
company.
By
recording
these results, it
will
help
to
measure which
form of public
relations
has
the highest reach results, and brings in the largest number of new customers. Many
customers visit Cory’s Customs due to positive feedback from their others, and also due
to the positive socially responsible nature of their business.
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13.0 Detailing Sales Increase
After becoming an administrator on the company Facebook page, a promotional ad for
Cory’s Customs full automotive detailing service was created and boosted. This was
the ad posted, and it
also displays how many
users were engaged
and viewed the
promotion.
According to the results,
a total of 753 people
were engaged, With 543
being organic, and 210
being a paid reach, with
even larger results after
sharing the post on
another Facebook
group page.
Upon posting the
promotion, and boosting it for just $1.00, Cory’s Customs received several message
and phone calls from users interested in this service and mentioning the advertisement.
This evaluation provides measurable proof that the ROI of paid Facebook
advertisements is an increase in Cory’s Customs auto detailing sales revenue.
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