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Integrated Marketing Communication Plan
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Integrated Marketing Communication Plan



Came up with an integrated marketing communication plan for a client’s brand and provide a recommended plan of action to deliver on their MarComm goals.

Came up with an integrated marketing communication plan for a client’s brand and provide a recommended plan of action to deliver on their MarComm goals.



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    Integrated Marketing Communication Plan Integrated Marketing Communication Plan Presentation Transcript

    • ShopMayuIntegrated Marketing Communication PlanTeam Innovation Nation10/11/12
    • Executive Summary• About ShopMayu• Current Scenario – Website analysis – Social media challenges• Additional Challenges• God Particle: Peruvian Elegance Exemplified• Big Idea: Wow (Phase I), Woo & Win (Phase II)• Conclusion
    • Current Scenario• Kate Robertson – CEO and Founder of ShopMayu• History behind ShopMayu (Peace Corps)• Target audience • Primary : Professional, working women from 30+ • Secondary: Men who may purchase for themselves or as gifts• Social Media in use:
    • Analysis and Challenges Where Visitors Click • Google Analytics – Google Ad-words (Does not exist) • September sales (abysmal) • YouTube Channel (Outdated) • Press Mentions (Missing)• Social Media -> One Voice (Consistency non-existent) • Website ineffectiveness
    • The Transformation God Particle 100% Alpaca  Peruvian Elegance Exemplified The Big Idea Wow, Woo & Win Phase I – Wow  Category Need & Brand AwarenessPhase II – Woo & Win  Brand Attitude, Brand Purchase Intention, Brand Purchase Facilitation
    • Phase I- WOW Tactics: Magazine AdFashion Bloggers Endorsement YouTube Video Commercial
    • Phase II – Woo & Win Tactics • Gamification – Design your Scarf – Your Alpaca Stylist• Facebook (Pay Per 1000 Impressions) • Twitter (Exclusive Twitter Handle) • Pinterest • YouTube testimonials • Online Magazines
    • Media Plan and Budget
    • Recommendations- Message• Play-up fashion quotient with Peruvian Elegance• Play-down social cause of Peruvian Knitters• Target businesswomen of the desired income• Link luxury to the brand and product• Use relevant women models who represent the same target audience
    • Recommendations- Strategy• Focus on Search Engine Optimization• Chalk out clear plans from October to February• Review the Website and its messaging – Focus on Creating the Category Need – Re-establish Brand Awareness and Attitude – Improve Website’s BPI and BPF
    • Recommendations- Tactics• Review web design for the future and make it more elegant - Change color scheme for all mediums to black and gold• Focus on Professional Chapter Events for women• Liaison with Fashion Bloggers and Online Magazines• Effective Video Commercials & Testimonials• Invest in Marketing budget beyond current income