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

Media Selected & Schedule

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

Blocking Chart

  January February MarchBathroom Billboards                        

Door Hangers                        

Facebook Adverts                        

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

Thank you for your time!

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