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Integrated Marketing Communications

Transcript: Promotional Mix 1. Strength - Advertising - How well IICS promote their name. - Most effective ways to build their recognition. 2. Weaknesses - Personal Selling - Example, counselor Jian said “ Out of 10 students who see - us, and probably 2 to 3 people would sign up and enroll in INTI ”. - might leads to how the counselor interact with the public. 3. Opportunity- Public Relations - Example the list of events and workshops which mention previously. 4. Threat - Competitor who also doing in the same field - There are different colleges/ campuses in the same location. Accommodation & Facilities IMAGE Direct Marketing Public Relations Events Sales Promotion In INTI College Public Relations Group 2: Afnan, Annabelle, Kha Hui, Laura, Jia Yen Internet Internet School of Art & Design collab. Sheffield Hallam Uni, April 2013 Direct Marketing in INTI International College Subang Variety of Brochures catered for every course This product could make you looks younger! - Interview Ms.Liew Wai Kuang, the Marketing Director of IICS - 83% Advertising, 13% Sales Promotion & 4% Public Relations - Ads used call institutional or corporate advertising. - Focus more on establishing a corporate identity. - To let customer remember their name. - Scholarship - PTPTN Loan - Early Bird Registration -Financial aid DISCOVERY DAY April 2013 Press Launches 4% of total expenditure Personality Career Choice Integrated Marketing Communications Conclusion 3. Education Offering Scholarship Fees Rebate/ Discount Financial Aid Personal Selling 4. 3I Principle innovation, internationalisation, individualisation INTI EYES DISCOVER Public Relations Junior Dragon's Den Challenge Sample front cover for Business course brochure - Is a paid form of communication. - Message conveyed thru many different kinds of mass media. - Used out -of -home advertising ( OOH ). Websites Brochure Course Details Sales Promotion is a direct inducement that offers an extra value or incentive for the product to the sales force to create an immediate sale. Education fairs Exhibitions Brochures INTI EDGE FESTIVAL Feb 2013 Really? Give me one! Back Cover with Contact Details is where businesses use people (“sales force”) to sell the product after meeting face-to-face with the customer. PERSONAL SELLING The End Sales Promotions Prestigious Collaboration Universities Hotel Management Degree co. Blue Mountain International Hotel Management School, November 2013 SWOT Analysis Personal Selling In INTI International College Subang Advertising Direct Marketing Succeed with INTI Advertising 2. Multi-event Eg: Pre-U day, Open Day, Info Day Early birds event (Discount) Education Fair Sales Promotion 1. 16 committee members 8 education counselor 8 partner school counselor Including 2 heads and 1 sales director Introduction is a system of marketing by which organizations communicate directly with target customers to generate a response or transactions. Professional management that identifies public interest, and executes prog. of action to earn public understanding and acceptance of their brand Integrated Marketing Communications

Integrated marketing communications

Transcript: Integrated marketing communications w/ DEADpool What is IMC? Source: pg 22 Figure 1.5 Tina le Using Intregrated Marketing Communications (IMC) can present enough information for a product, in this case the Deadpool movie, to the audience to recieve the message and create awareness early on. Advertising, etc Coordinating Communication Strategies Program Evaluation Marketing Objective • Promoting Deadpool the movie Work Cited Baxter, Joseph. "Deadpool PG-13 Petition Gets Response from Ryan Reynolds." Den of Geek. 19 Jan. 2016. Web. 15 Feb. 2016. <http://www.denofgeek.us/movies/deadpool/252119/deadpool-pg-13-petition-gets-response-from-ryan-reynolds>. Randolph, Grace. "20th Century Fox, Please Release a PG-13 Version of Deadpool IN ADDITION to R Rated Cut." Change. 19 Jan. 2016. Web. 13 Feb. 2016. Wilcox, Dennis L., Glen T. Cameron, and Bryan H. Reber. Some Theoretical Perspectives. 11th ed. New Jersey: Pearson Education, 2015. Print. Deadpool Official Facebook Page #Deadpool search on Twitter Ryan Reynolds is cool

Integrated Marketing Communications

Transcript: What is a Marketing Strategy? What are the advantages and disadvantages of integrated marketing communications? Definition: When the imparting of information by speaking writing, or some other medium fails There are several different reason for communication failure: - Implication - Distortion - Disruption - Confusion - Agreement/ Disagreement - Understanding/ misunderstanding - Personal transformation . Elements of implications: - Metacommunication - Assumption - Search for a common ground Elements for Distortion • Bias • Miscalculation • Psuedo-communication Elements of disruption: • Unmanageable circumstance • Relational instability • Conversational irregularities Elements of confusion: • Confusion • Ambiguity • Vagueness Elements of disagreement: • Relational ties • Commonality of perspectives • Quality of interaction Elements of understanding • Recognition of intent • Working through problematic concern Elements of personal transformation • Receptivity to change Thanks for watching! The first step to formulate a plan to find out what the target customer are looking for Efficient supply of goods. Products are encouraged by design and style of product Trade show promotions to encourage retailer demand. Main causes of communication failure The Northwestern School of Journalism defines : “IMC is a strategic marketing process specifically designed to ensure that all messaging and communications strategies are unified across all channels and are centered around the customer.” Advantages and Disadvantages Dated (1954) One-way communication Passive audience Listening or not listening The Pickton and Broderick’s 4 Cs (Integrated Marketing Communications) are: * Coherence * Consistency * Continuity * Complementary Push Strategy Criticise the Communication Process Model Criticism Pull Strategy Types References Schramm's Model What is the difference between Push and Pull strategy? Mass media promotion and advertisement Sales discounts and promotions Demand is created by the customers. What is an Integrated Marketing Communication? Push Strategy Pushing products onto people Pull Strategy Encourage customers to come to the product Integrated Marketing Communications -Blythe, J., 2014, Principles and Practice of Marketing, 3rd edition, p.61-234 - Communication Theory, 2016 http://communicationtheory.org/osgood-schramm-model-of-communication/, Accessed 01/12/16 - Potent, 2016, https://www.portent.com/blog/internet-marketing/raining-marketing-importance-integrated-marketing-communications.htm, Accessed, 28/11/16

Integrated Marketing Communications

Transcript: IMC Strategies Measurement and Analysis Crafting a Unified Message Identifying Target Audience Consistency in messaging across all platforms strengthens brand identity. A unified message enables customers to connect emotionally, enhancing brand recall and trust, essential for long-term relationships. Successful IMC begins with thoroughly understanding the target audience. This involves analyzing demographics, preferences, and behaviors to tailor messages that resonate, ensuring higher engagement and conversion rates. Timing and Coordination Selecting Communication Channels Setting Objectives Key Performance Indicators (KPIs) Effective IMC requires strategic timing and coordination of campaigns. Aligning message delivery with market trends and consumer behavior increases relevancy, ensuring the message hits the right target at the optimal time. Choosing the right channels is crucial for reaching the audience effectively. A mixture of digital, social media, print, and events ensures broader outreach and caters to different consumption habits. Objectives in IMC should be Specific, Measurable, Achievable, Relevant, and Time-bound (SMART). Clearly defined objectives guide strategy formulation and provide benchmarks for performance evaluation. KPIs are critical metrics that gauge the success of IMC strategies, encompassing traditional metrics like sales growth, brand awareness, and customer engagement rates. Choose KPIs that align with your objectives for effective tracking. Adjusting Strategies for Improvement Analyzing Results Regularly review and adjust IMC strategies based on analysis to enhance effectiveness. Flexibility in strategy allows organizations to respond to market changes and optimize customer engagement. Data analysis involves comparing results against established KPIs to identify trends, successes, and areas for improvement. Use tools like Google Analytics and social media insights to derive actionable insights. Integrated Marketing Communications Strategies for a Cohesive Brand Message Introduction to Integrated Marketing Communications Definition of IMC Integrated Marketing Communications (IMC) is a strategic approach designed to unify a company's marketing communications. IMC ensures all messaging and communication messages are consistent across all channels and audiences, aligning with overall business goals. Key Components of IMC Importance of IMC The main components of IMC include advertising, public relations, social media, and direct marketing. Together, they create a comprehensive strategy that aligns with organizational objectives and effectively reaches target audiences. IMC is crucial in today's competitive landscape, as it enhances brand recognition and creates a more engaging customer experience. A unified message across all platforms builds trust and credibility among consumers, ultimately leading to increased loyalty and sales. IMC vs. Traditional Marketing Unlike traditional marketing, which often uses isolated messaging channels, IMC integrates various strategies to deliver a unified brand message. This holistic approach not only improves customer engagement but also optimizes resource allocation. Essential Tools and Techniques in IMC Advertising Advertising encompasses paid promotions through various media channels, aiming to inform, persuade, and remind consumers about products or services. It is essential for creating brand awareness and acquiring new customers, leveraging formats such as TV, radio, print, and digital ads. Direct Marketing Direct Marketing targets consumers through personalized communications, including emails, brochures, and telemarketing. This approach allows brands to measure consumer response directly, making it easier to assess effectiveness and optimize campaigns. Public Relations Public Relations focuses on managing a brand's image and building relationships with various stakeholders. Effective PR strategies include media relations, crisis communication, and community outreach to cultivate trust and enhance brand reputation. Content Marketing Content Marketing involves creating valuable, relevant content to attract and engage a target audience. Strategies can include blogging, podcasts, and videos, positioning brands as industry leaders while providing consumers with informative material that builds trust. Social Media Social Media platforms are critical for driving engagement and fostering direct communication between brands and consumers. These platforms allow for real-time feedback and can amplify marketing messages through user sharing, making social media an invaluable tool in IMC.

Integrated Marketing communications

Transcript: Enter the evoked set Personalised Increase the number of garments donated from 3,555,687 to 4,000,000 within 18 months. Visit all of their supplier’s factories at least twice a year. Increase the interaction with the number of workers by 25% to teach them about their rights and wages. In store 73% of global consumers will recommend companies with good CSR 93% of consumers want to see more of the products/services they use support CSR efforts 9/10 consumers say they would boycott if they learned of irresponsible behaviour Emotional appeal - Right side of brain Personal values of salvation and equality Rhythm to attract target audience Powerful message Social Media & Shock Display H & M (Hennes & Mauritz AB) set up by Erling Persson in 1946 in Switzerland. Well known fast-fashion clothing company. The second largest global clothing retailer. 3500 existing H&M stores, covering 55 countries. The design team also control the production, where facilities are used for horizontal. Fashion bloggers Boutique service Social media. Fashion show. Newsletter It's consumers are through a mobile marketing campaign that promote the latest collection. Social media Issues with H&M Dedicate 10 pages to CSR activity within the fashion industry Radio Create... Integrated Marketing communications Corporate Social Responsibility (CSR) The Objective: Ethical and affordable high fashion Target Audience: Women aged 18-30 Message Theme: Right brain advertisement, we care Support: Sustainable materials Constraints: Logo & legal constraints Feature our advertisement in high street fashion magazines Inspired by... “Too much overtime in factories” CSR is rarely promoted in store – Not effective YouTube May & June £15 for 1000 adverts each month. Posters September to December consistently Bus shelter posters (£400 pm) £629 per poster Magazines: March to December Pages in H&M magazine every month (£500pm) Other magazines once every 3 months (£49,500pm) Pulsating schedule/continuous schedule Radio January & February 7am, 8am & 5.30pm every other day. £200 for 10,000 listeners (average) Television February to April 6pm, 8pm & 9pm every day Social Media Facebook, Twitter & Instagram All year round Monthly update & competitions & promo £500pm Shock display March Saturday 12Th 2016 - S/S collection £3,000 Hierarchy of Effects Model H&M's Current CSR Magazines Tills CSR is an integration into a business model that is self- regulating of corporate. It could be a self-regulatory mechanism driving corporate to follow the law, ethical standards and international norms. Aims to encourage a positive impact on stakeholders and take responsibility for corporate actions. We aim to make H&M more corporately socially responsible Donate old clothes and receive 20% off Reduce/ manage working hours Increase fair wages for more countries Greater involvement in factories Employee benefits YouTube, Posters & Magazines . H&M's current competitors are: Forever21, Zara, Topshop, and GAP. Zara and H&M different strategies. Dramatically different pricing strategies. Aim to contact 150 Trusted source WOM Thinking, feeling, doing H&M Internal search Advertising Market and Competitors H&M Adjust to Changing Customer Needs Conative Cognitive Affective The Creative Brief Perceptual Map Objectives, goals and strategy Bus shelter Shock window display Time period and budget 7 Commitments Provide fashion for conscious customers Choose and reward responsible partners Be ethical Be climate smart Reduce, reuse, and recycle Use natural resources responsibly Strengthen communities Posters Means-end chain model Why is CSR important? Television & YouTube New CSR Radio & Television

Integrated Marketing Communications

Transcript: Minutes, money, measurement & conclusion To achieve RM150000 sales by Dec 2016. To increase sales by 30% based on the mid-year sales figure, by Dec 2016. To gain 10% of the market share for Bio-Energy drinks by Dec 2017. Money Tactics Marketing Plan for Ume Hawthorn Drinks Measurement Mode: distribute free sampling, flyers Places：KTM station, roadside near to main entrances, exits of the station Time: first weekdays (APRIL) from Monday to Friday Objectives Promotional Objectives What? KTM ticket How? Where? Rawang- Seremban Line Duration? 2 months (Jan- Feb 2016) Ngui Yiah Chyi To create brand awareness of Bio-Energy drinks among 30% working adults by Dec 2016. To educate 40% of the target market on the benefits of Bio-Energy drinks by Dec 2016. To create the brand image among 30% of the target market by Dec 2016. Ngui Yiah Chyi (8MK1) I13003700 Ng Hui Mei (8MK1) I13003541 Lee Shi Fong (8HR1) I13003512 Wong Bao Ling (8MK1) I12001253 Lim Vee Vian (8MK1) I12001251 Integrated Marketing communications Customers Reviews rate Customers review sites more easily to track the brand awareness such as reviews on Google, Yahoo, YouTube, etc. The number of visitors exposed to an advertisement reach means that an ad is exposed to more potential customer. Trade- Oriented Sales Promotion Trade Contest Sweepstakes Target Market Marketing Objectives Consumer Analysis Presenters Situational Analysis 4. Consumer Oriented Sales Promotion Sampling Sweepstakes Roadshow 5. Sponsorship Cause-related Marketing 6. Trade Oriented Sales Promotion Trade Contest 1. Positioning Strategy Position as the category of health drink 2. Message Strategy Slogan : 3. Creative Strategy Musical appeal: happy song+ fast tempo 4. Promotional Strategy advertising, public relation, sponsorship, point of purchase, trade-oriented and consumers-oriented sales promotion Lim Vee Vian Public Relations Blogger Tactics Roadshow What? iSihat magazine Size? Half page (horizontal) with full color Duration? 2months (March- April 2016) Minutes Who: sponsor to National Cancer Council Malaysia Reason: - to increase the sales of Hawthorn Juice while raising money - to increase brand awareness - to support for heart research Mode: RM0.50 will be donated from every bottle of Hawthorn Juice sold out Time: From February to May World Cancer Day (4 February) World Kidney Day (12 March) World Health Day (7 April) World AIDS Orphans Day (7 May) 1. Advertising Light Rail Transit (LRT) Magazine KTM Commuter 2. Public Relations Create Bloggers 3. POP Communications Point of Purchase Condition: reach the sales of 12,000 bottles and above Reason: push the sales of salesperson Time: four months start from January 2016 to April 2016 Prize: free trip to Krabi, Thailand for 3 days 2 nights in The Peace Laguna Resort & Spa What? Create blogger How? Post video and picture to the blog Duration? 6 months (Jan- June 2016 *every first week) Measurement SWOT Analysis Conclusion Ng Hui Mei Advertising LRT Strategy Magazine Consumer Oriented Sales Promotion Sampling Competitor Analysis KTM Money Lee Shi Fong Wong Bao Ling POP Communications Point of Purchase Structure of Presentation Situational Analysis Drink it. Feel it. Share it. Objectives Example of Flyer MKT 4225 INTEGRATED MARKETING COMMUNICATIONS What? POP displays Location? Mini market and grocery store, food store nearby KTM, LRT at KL, Negeri Sembilan Duration? 3 months (Jan, Feb, June 2016) The information above just as references. Tactics Condition: purchasing 3 bottles and above of juice Place: AEON Cheras Selatan Time: last week in January 2016 Advertisement for the Magazine Sponsorship Cause- Related Marketing Objective Target Market Strategy MARIGOLD F&N Fruit Tree Mode: - distributing flyers - free samples - emcee Place: AEON Cheras Selatan Time: last weekend in January 2016 What? LRT: 64 units handgrips Location? Kelana Jaya Line Duration? 3 months (Jan- March 2016) Interview Age range of 25-45 years old to discuss for a particular product or ideas by using 1-2 weeks’ time. Near Pavillion, Midvalley, KLCC which can understand the consumer behavior of Kuala Lumpur Questionnaire Likert scales questions and dichotomous questions. Sample size - 200 copies , conduct for 1 week distributed in Mid Valley, KL Sentral and Kajang KTM stations. Minutes Money Measurement Conclusion

Integrated Marketing Communications

Transcript: Integrated Marketing Communications Eagle and Kitchen (2002) found that clients identified that staff were ill equipped and needed to develop new skills and expertise to work in this integrated manner. A survey in 1995 revealed that most managers lack expertise in IMC as well as agencies, evidenced by a proliferation of single discipline agencies. Toyota What does the literature say about the barriers to IMC? How should organizations overcome these barriers? What two examples would you give of brands that appear to be exemplars of IMC? Organizational structures Barrier 6 To overcome the implementation process requires proper planning, redefined scope of marketing communication, application of information technology and financial and strategic integration Extra consideration may have to be made during recruitment process Barrier 4 Barrier 5 • Holm (2006) suggested that the subjects taught to people involved with communications at a tactical level were quite different from those taught to staff operating at an operational level and consequently it was difficult for these two groups of people to find common ground and work together towards agreed goals • Rigid organizational structures often contain managers who protect their budgets and their power base, isolating communications, data, and even managers from each other • Internal power battles sometimes exist where managers resist having some of their decisions determined or even influenced by someone from another department Ill equipped staff Target Conclusion Barrier 3 Barrier 7 Exemplars Barriers to IMC ... and how they can be overcome...

Integrated Marketing Communications

Transcript: Biggest competitors in the greater Atlanta area are Presto Property Services, Engineered Restorations Inc., Chandlee and Sons Construction, and Atlanta Classic Stone Services include: leak repairs, water repellants, caulking & sealing, deck waterproofing, coatings & membranes, expansion joint systems, glass & frame restoration, concrete & masonry repairs, and pressure washing & window cleaning Property management companies, building engineers, building owners, consultants, and some general contractors such as Turner Construction, Choate Construction, etc. Structures: buildings, parking decks, exterior stairwells, planters, fountains, plazas, sidewalks, etc. Fields: commercial, industrial, retail, medical, schools, multi-family Office & Commercial Atlanta magazine: $700/quarter * 4 = $2800 per year BOMA Insight (Building Owners & Managers Association of Georgia)- hard copy and online: $800/quarter*4 = $3200 per year BOMA Membership Directory: $1250 per year once a year ABC (Association of Builders and Contractors): $800 per year for the directory ad Blue Book: $335/month * 12 = $4,020 per year Yellow Pages: $35/ month *12 = $420 per year The total cost for a year of print advertising in each of these publications is about $12,490 Sponsorships: 3 golf tournaments a year: CREW (Commercial Real Estate Women CMAA (Construction Management Association) BOMA Total cost is $1,500 for sponsorships, $1,500-$2,500 for food and beverages, and $1,000 for giveaways at the tournament Trade shows and Handouts: Booth is $2,500/ year and back drop changes are $800-$3,000 every 2-3 years Giveaways are $1,000 Marketing collateral (printed presentation folders, brochures, flyers, project overviews) cost $3,000- $5,000 a year Hosting the website cost $400/year Management of the website cost $2,400/year One time cost of proposed changes will cost and estimated $10,000-$15,000 Changes needed include: Search engine placement and frequency Web page organization, cleanliness, linearity More sophisticated photographs/colors Better wording of services to target commercial consumers Testimonials from customers Lists of industry and professional associations Clean up web page: www.everclearenterprises.com Update Facebook page: https://www.facebook.com/pages/Everclear-Enterprises/161342700556065 Start a linked-in page: Professional network is more appropriate for commercial target market Start a Twitter account Tweet before and after pictures of restoration/cleaning jobs Cost of Website and Proposed Changes transfitathens.net transfitblog.wordpress.com Old Budget Breakdown Graphs of Budget Breakdown: Background Information New Budget Breakdown Long term business goal: write a book IMC plan objective: to build brand awareness in the target market for Transfit, as well as Caroline by building presence online through blog, facebook, and website Hopes to gain credibility and awareness as an author/fitness and nutrition expert Transfit After 6 months: facebook: increase "like" count by 50% blog: increase subscriptions by 50% twitter: reach 300 followers pinterest: reach 300 followers Everclear Enterprises Budget Breakdown Social Media Twitter: "Tip of the Day", share blog posts, etc. Instagram: pictures of meals, clients exercising, etc. Pinterest: a "Transfit" account, pin things she likes or approves, pin own blog posts facebook: post more often, generate conversation Social Media Advertising Ads on facebook for blog Have blog posts appear on StumbleUpon Event Marketing Hand out water at local races (AthHalf, 5 and 10Ks) with logo and blog url on label Questions? Past Print Advertising and Costs Integrated Marketing Communications Project Transfit: Background Information Transform your body, mind, and spirit to a more ideal you! "... So glorify God with your body." - 1 Corinthians 6:20 Social Media Maintenance: Facebook: $2,080 Twitter: $2,080 Linkedin: $2,080 Improvements to the Website: $12,500 Traditional Media (Old total): $29,190 New Total: $47,930 New annual total after website improvements: $35,430 Past Advertising and Communication Attempts Comment frequently: respond to comments and comment on other blogs Include guest posts from other bloggers she follows Contests Ask questions, generate conversation Client transformation video Video diaries Show progress from start to finish (~6 months) Other Past Marketing and Communications Before Implementing Recommendations With Website Changes (one time charge) After Website Changes with Recommendations Duration: 6 months facebook Ads: pay per click 6 month budget of $200 $1.11/day StumbleUpon: pay for blog post to appear when users stumble 6 month budget of $200 $0.10 per visit Water bottles at AthHalf and one other race Budget of $100 per race $0.42/bottle 240 bottles Projected Outcomes and Measurements Print Advertising: $12,490 Sponsorships: $1,500 Food and Beverages: $2,000 Giveaways: $1,000 Trade shows: Booth: $2,500 Backdrop: $1,900 Giveaways: $1,000 Marketing Collateral: $4,000

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