Integrated Marketing Communications
Plan
Presented By:
Professor Donna Wertalik
Will Chang, Cort Highfield,
Matt Renton & Ashley Bunce
Who We Are
Our Mission: “We aim to make one man’s vision visible to
others”
Our Members: Cort Highfield, Will Chang, Ashley Bunce
and Matt Renton
What We Will Cover
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 Who Is Our Client
Where They Came From- The Past
Where They Want to Go- Future
 SWOT Analysis
 Consumer Objectives
Distribution Channel Objectives
Business-to-Business Objectives
 Budget
 Summary
 Questions??
Goal: Showcase what we can do for Plaid Avenger and how we are
different
Who Is Our Client
The Plaid Avenger
“ Don’t Just Hear the News, Understand the News”
“ A Unique Educational Experience”
“International Geography Crime Fighter… fighting for a
creative learning experience”
Mission Statement: “Educating the country through an
entertaining textbook that students can relate to.”
The Plaid Crew:
John Boyer- Joboyer@vt.edu
Katie Pritchard- Kpritcha@vt.edu
Where They Came From
Evaluation of Client
oJohn Boyer always felt that textbooks for World Regions were
too expensive for students and so he never had a textbook for his
classes. So he created his own.
o The Plaid Avenger character is an extension and tool that John
Boyer uses to make his product unique and teach the news in a
comical and educational way.
oSince the books release the textbook has been used by twelve
professors across the nation and also recently in the Libya
where protestors have used characters from the textbook.
Where They Want To Go
As we can see from past cases, there is major potential for
Plaid Avenger to create a whole new revolution of textbooks
and education.
True Vision Solutions plans to take the vision and
mission of Plaid Avenger through different
marketing strategies geared toward national
awareness, expansion, and funding.
Two Year Goals: Widely watched podcast show, Textbook adoption in 200+
universities, monthly comic book on current events, and be on TED Talks
Five Year Goals: High School and Junior High editions of the Textbook,
nation wide TV show, Professional keynote speaker at Conferences. Create a new
version of the book that is a humorous non-fiction
Executive Summary
 Target Audience– Students (18-24); Young, newer
Professors
Objectives– Brand Awareness, Generate Demand & Create
Positive Response and Interaction
Strategy– Spread Brand Awareness Across the Nation
oEmphasis on Cause-Related
oCampus Rep. Program
oSponsorships/ Partnership
oAdvertising, Events, Direct Marketing
Executive Summery
 Target Audience– Students (18-24); Young, newer
Professors
Strategy: Spread Brand Awareness Across the Nation
oEmphasis on Cause-Related
oCampus Rep. Program
oSponsorships/ Partnership
oAdvertising, Events, Direct Marketing
S.W.O.T Analysis
Strengths: John Boyer offers a different way to learn through a unique
textbook and a fictional character called the Plaid Avenger.
•The Plaid has a lot of extensions that consumers can use like online podcasts, comics,
and chat room office hours.
•Unique idea that combines crime fighting, comedy, and world education
•Strong brand image here at VT that can be expanded to rest of the world. EX: Libyan
protestors used Plaid characters.
•First one to make a textbook like the Plaid Avenger that has an interesting
entertainment twist.
Weaknesses: The Plaid Avenger like other brands has weaknesses that
need to be addressed.
•Weak brand awareness outside of the Virginia Tech campus with the exception of 12
campuses
•Needs to break out of just being a one trick pony and move textbook online.
•Better product marketing.
•More market research to find out if the brand can fit the market.
•Expensive textbook.
S.W.O.T Analysis cont’d
Opportunities: Plaid Avenger has created its own genre of teaching in
the world of education.
oOur opportunities are almost endless in the idea that it has created a fresh new market
for education with no other concepts or products like it in its field.
oPossibility to be sponsored by a large charity organization that it can partner with.
oIconic Comic Book Character that strengthens the textbook being sold and can be used
to fuel interest in events and promotions.
oMove into the published book segment, a non-fiction humorous novel.
•Threats: The Plaid Avenger has to be able to tackle the external
environment to be successful.
•A weak economy can discourage consumers from buying an expensive textbook.
•New concept might not be adopted by the education community since old habits die
hard.
•As a small brand, publishing companies have the power to dictate how the book is
created.
•A majority of other textbooks have already moved online to take advantage of that
consumer base.
Consumer Objective
Consumer Advertising:
oMarketing towards individuals ( target audiences) that can be
directly influenced by product benefits.
oTrying to effectively intersect the consumers path
Plan to Influence Consumers By:
o Cause Related Marketing Tactics
oWord of Mouth
oEvents- Created by Campus Reps
oSocial Media Marketing
oWebsite
oOutdoor Advertisements- Bus wraps
oNewspaper ads
oPrint ads
oScholarship
Dollar Donation
For Every Textbook sold, a dollar is donated:
oGiving consumers a purpose to buying the textbook
oMaking Consumers feel like they are making a difference
oIf 1500 students purchase his textbook, $1,500 dollars are
raised towards the cause
Potential Causes to donate to:
oRed Cross International
oTransparency International
oMicro-lending
oProject Esperanza
Will’s Symbol
Plaid Ambassadors
Campus Rep. Program-Nationwide
oBrand Ambassadors for Plaid Avenger
oA link to apply added to the website
o2-4 students on a campus
oExamples of programs: Victoria Secret Pink and TOMS
What They do:
Marketing, Events Planning and Public Relations for the
Brand
Spread awareness on their campus
What We Get Out of The
Create fundraisers
Program:
Implement marketing tactics
Campus Awareness and Interest
Plan Campus Events ( Panel and Dance Off)
What They Get Out Of The Program:
 Real Word Marketing Experience
Resume Booster
Marketing of World Issue Awareness
- For those interested in Geography, Politics, &
International Issues.
Fresh Ideas per University
Promotions and Word Of Mouth
Funding
Plaid Ambassadors
Campus Bus ADs
Scholarship Program
 Avenger Scholarship
oFunds Donated by Sponsor
oWinner chosen by essay contest
oLink on Website
oAnnual Scholarship (s)
Essay Contest:
oIn 1,000 words or less, discuss a situation in some country outside
the U.S. that is of international concern, and formulate ideas as to
how this situation might be solved. Scholarships will be given out to
those with the most creative (while being rational) and/or most
thorough solutions.
Distribution Channel Objective
Goals
oBrand Awareness within Distribution Channels
oCreate Strong Brand recognition and image
oEncourage Actions ( Purchase of textbook, donation, website visits)
Plan To Influence Distribution Channels By:
oWord Of Mouth
oPromotions
oDirect Mail- Emails and Flyers
oPlaid Ambassador Team
oBranch into Non-Fiction Market
oOnline Colleges
Online College Campuses
University of Phoenix
F0r-Profit Institution of Higher Learning with 420,700 undergraduates
and 78,000 graduate students.
oHas over 200 campuses worldwide
oOver 100 degree Programs
oIn over 40 states, D.C, Puerto Rico, Canada, Mexico, Chile and The
Netherlands
oUses eCampus software
 What Plaid Avenger Can Do:
oBecome a faculty member and create online course
oHave the a world regions class use the book
How this will benefit Plaid Avenger
oBrand Recognition and Awareness
oNew Distribution Channels
oStrong Encouragement for Purchase
Plaid Avenger- Humorous Non-Fiction Novel
Branch into the Novel Bookstore Market
Smaller in size, cheaper in price
Create a New Distribution Channel
Process to implement plan:
oWrite a version of the textbook that is geared towards the everyday consumer
lifestyle and people interested in learning more about world regions, different than
that of students and faculty (non-textbook)
oChoose a publisher ( Prices for publishing range from $600 and up)
oTeam up with an Book Agent
oRelease Book
oTour/ book signings
Business-to-Business Objective
Goals
oBrand Awareness within other Business, Universities, and
government organizations.
oCreate Strong Brand recognition and image
oEncourage Actions ( Purchase of textbook, donation, website visits)
Plan to Influence By:
oDirect Mail
oSocial networking
oPrint Ads
oSponsorships
oCause-Related Marketing
oPromotions
Sponsorship
 Partnership
oFund efforts ( scholarships, promotions, etc)
oWe donate a dollar per textbook to their cause
oCross-promote
oLogos on Website
oJoint Commercial
Potential Companies:
•Project Esperoniza- Helps the poor in the Dominican with the
community here at Tech. Great way to cross promote with both the
Dominican and Tech.
• GreaterGood.Org- Contribute to Children’s Literacy by donating
books or free plaid avenger comics!
• Red Cross International- Largest Humanitarian and
development network with millions of volunteers and the logo is
recognized world wide.
•Transparency International- Since the Plaid Avenger is a crime
fighter this company makes sense since they fight corruption.
•Phoenix University- Teaming up with their online capabilities
since they are the biggest online school.
Strategies
Strategic Corporate
Philanthropy- Strategic doesn’t take
a huge investment, customers
purchase more Plaid products, and it
creates internal marketing.
Corporate Social Responsibility:
Set up or join an philanthropy, doing
good with the least work.
Cause Related Marketing- Form a
strategic alliance with a non-profit
company to gain mutual benefits.
Partnership
Budget Part 1
Budget Part 2
Summary
Our aim is to help a visionary professor market his
educational tool
We plan to spread the brand’s reach by targeting
students, professors, and universities
 Key Points:
o Expand into the Online Educational Market
oCreate a Campus Rep Team across the nation at
a variety of Universities
oExpand brand across social Media Networks
oGain support from sponsor organizations and
create a partnership
Q&A
What Can We
Answer For YOU?