Integrated Marketing Communications Project - Tiffany & Co.

Integrated Marketing Communications
Work Sample (Abridged)
MKTG 530 Class Project
Management of Marketing Communications
Eller College of Management
The University of Arizona
Abhay Kulkarni

Tiffany & Co. Marketing Campaign
All the More Reason.

Overview
Problem Statement

Sales are down 35% since 2007 at Tiffany & Co.
Tiffany website traffic has dropped by 18% in last 3 months.

Campaign Goal
The goal of the “All the More Reason” campaign is to increase traffic to Tiffany stores and website.
Integrated Marketing Campaign
The campaign will reach the target customer through the news media, social media, print media, online television and product placements.
Timeline
The campaign’s timeline extends between October 2009 and May 2010 with peak activity around the Holiday Season and Valentine’s Day.
Budget and Metrics
The estimated cost for this campaign is $7.3 Million. The impact of the campaign will be measured through membership, traffic, number of customer visits to stores and so on.

The Goal

Target Consumer
Demographics
Psychographics
Usage Behavior
Consumption Constellation
The Affluent
Age: 25-54 Yrs
Contented
Physically Active
Spending 33%
College Graduate or above
Image Conscious
Use Internet
Eat Out
Risk Takers
Travel
68% married
Shop more
25% of All US Adults
52% Central and Northeast USA
Influencers
Interested in Charity
Upgrade Continuously

Campaign Strategy
“All the More Reason” to buy Tiffany!
Customer

News Media
News articles in online channels that focus on the value of Tiffany jewelry with Tiffany Ad close by to direct reader to website
For example, it might look like this…

News Media
News articles in online channels that focus on the value of Tiffany jewelry with Tiffany Ad close by to direct reader to website
Or like this…

News Media
Plugs in news programs…

Social Media
Online “Tiffany Club” for customers to blog, play and download games, take quizzes etc.
Games, Quizzes etc. on Facebook Official Page
Twitter updates on events

Print Media
Sample Ad
Ads in magazines that the target demographic read

Online Television
All the More Reason.
Ads on online shows

Product Placement
Product placement in shows

Timeline
Peaking during Holiday Season and Valentine’s Day

Budget

Evaluation Metrics

Thank you!