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Integrated Marketing Communication Plan

Integrated Marketing Communication Plan

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  • Assessing the State of Spanish-Language and Latino-oriented Media falls into this categoryMarket share for small conferences has doubled in the past decade, making small meetings the fastest growing sector. In terms of conference topics, Medical Science, Technology and Science are the three most popular, with technology being the fastest growing sector.
  • the Free Press’ National Conference for Media Reform, the country’s largest conference devoted to media, technology and democracy issues.Also included each year are a number of Latino-focused topics such as the digital divide and the media’s impact on immigrant rights. Hispanicize “Latino trendsetters and newsmakers in social media, marketing, entertainment and innovation
  • Social, trade, and academic associations, such as the Latino Media Center fall under the International Non-Governmental Meetings category.
  • academics, specifically individuals currently pursuing a master’s or doctoral degree and professors.People that fall into these categories are typically above the age of 21.
  • academics, specifically individuals currently pursuing a master’s or doctoral degree and professors.
  • In general people that will present research at the conference will possess a high degree of motivation as well as a drive to succeed. They are forward thinking individuals with the goal of improving the future of Latino-oriented and Spanish-speaking media. They come from mostly patriarchal cultures that are collectivistic in nature. They value family, appearance, and have a sense of honor, dignity and pride (Clutter and Nieto, 1999).
  • Looking at the socioeconomic status of people in the primary market, these are middle to upper class individuals with enough resources to afford a higher education in their home country, who likely have financial support from their institutions, and who have availability to travel expenses associated with an international research conference. Regarding media habits these individuals read academic journals and publications, trade magazines such as the Hispanic Business Journal, and newsletters.
  • Demographically the secondary market for people attending this conference is comprised of professionals from the media and business sectors such as management and marketing. These professions are targeted for their interest in the research done by academics mentioned in the primary market.
  • academics, specifically individuals currently pursuing a master’s or doctoral degree and professors.
  • From a psychographic and socioeconomic standpoint the secondary market is again more or less identical to the primary market.
  • Two out of the three conferences previously held had poor turnout with fewer than 35 attendees. There is great room for improvement as far as getting the word out and making it worthwhile for people to make the trip to Texas.Low budget - . All funding necessary to host this event must be raised by the organizers. Student turnover - These students graduate and ample time and effort is allotted to retrain new students on a yearly basisInconsistent schedule -Not sticking with a consistent schedule and organizing the conference every year and a half, attendees and presenters alike might view it as an unreliable conference or have already made other plans to attend a different event. historically low attendance rate and geographic location of this conference
  • Other conference datesTravel delays due to storms in other parts of the U.SThe 6th Annual Hispanic Digital and Print Media Conference is scheduled for September 20th, 2012 in New York City and the Society for Cinema and & Media Studies Annual Conference is scheduled for March 6th through March 10th, 2013 in Chicago, Illinois. Also the Berlin International Film Festival is scheduled for February 2013, which might draw some of the same people El Centro is targeting. QuiltCon, the TRVA Austin RV Expo, and the AE Regional Science Festival, with an estimated attendance of 23,000 people (Austin Convention Center, 2013). While these conferences all cover distinctly different topics, being scheduled during the same weekend might lead to a shortage of flights and hotel rooms in the Austin metropolitan area.
  • Other conference datesTravel delays due to storms in other parts of the U.SThe 6th Annual Hispanic Digital and Print Media Conference is scheduled for September 20th, 2012 in New York City and the Society for Cinema and & Media Studies Annual Conference is scheduled for March 6th through March 10th, 2013 in Chicago, Illinois. Also the Berlin International Film Festival is scheduled for February 2013, which might draw some of the same people El Centro is targeting. QuiltCon, the TRVA Austin RV Expo, and the AE Regional Science Festival, with an estimated attendance of 23,000 people (Austin Convention Center, 2013). While these conferences all cover distinctly different topics, being scheduled during the same weekend might lead to a shortage of flights and hotel rooms in the Austin metropolitan area.

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  • Assessing The State of Spanish-Language &Latino-Oriented Media International Conference IMC PLAN
  • Presented by:Where Ideas Take Off…
  • SITUATION ANALYSIS
  • Industry Overview• Small meetings and academic conferences • Targets audiences of 50-149 or 150-249 • Market share has doubled in the past decade • Fastest growing sector Number of Conferences 2010 2011 8,294 9,120Source: International Congress and Convention Association (ICCA)
  • Industry Overview• International conferences with target goals and audiences in line with those of the international conference Assessing the State of Spanish-Language and Latino-oriented Media: Hispanicize National Conference for Media Reform
  • Market Segmentation• Segments Meeting Audience purpose demographics Meeting Meeting size initiatorSource: International Congress and Convention Association (ICCA)
  • Market Segmentation• Segments Meeting Audience purpose demographics Meeting size Meeting initiatorSource: International Congress and Convention Association (ICCA)
  • Market Segmentation• Segments Corporate Meetings • Internal • External • In/External Meetings Association Meetings • International Governmental Meetings • International Non-Governmental MeetingsSource: International Congress and Convention Association (ICCA)
  • Market Segmentation• Segments Corporate Meetings • Internal • External • In/External Meetings Association Meetings • International Governmental Meetings • International Non-Governmental MeetingsSource: International Congress and Convention Association (ICCA)
  • Competitive Analysis • Competitive Advertising AnalysisThe Society for Cinema and Media StudiesOverall Creative Highlight locationStrategyExecution Recognizable landmarks in BostonStrategy and ChicagoTagline “Boston 2012” “Chicago 2013”Target Market includes scholars, students,Addressed media, and cinema professionalsKey Ad elements The images representing the hosting cities
  • Competitive Analysis • Competitive Advertising AnalysisPortada: “The Leading Source on Latin Marketing and Media”Overall Creative USP: provide extensive data andStrategy literature about Latino demographic.Execution Bullets, images of cities, logos ofStrategy sponsorsTagline “Latin America: Taking its central Place on the World Stage”Target Market target business and mediaAddressed professionals in the United States, Latin America, and SpainKey Ad elements names and logos of its partners on the flyers
  • Competitive Analysis • Competitive Advertising AnalysisHispanicizeOverall Creative USP: unique platform forStrategy endeavors, new products, and creative campaigns from and for Latinos.Execution Film-related imagesStrategyTagline “The Latino Filmmakers are coming!”Target Market Latino filmmakersAddressedKey Ad elements An overly dramatized “damsel in distress” implies humor and creativity.
  • Customer Analysis• Primary Market: Age > 21
  • Customer Analysis• Primary Market: GEOGRAPHICAL
  • Customer Analysis• Primary Market: • Psychographic profile
  • Customer Analysis• Primary Market: • Socioeconomic profile and media habits
  • Customer Analysis• Secondary Market: Age > 21
  • Customer Analysis• Secondary Market: GEOGRAPHICAL
  • Customer Analysis• Secondary Market: • Psychographic profile • Socioeconomic profile and media habits
  • SWOT Analysis Strengths Weaknesses Opportunities Threats
  • SWOT Analysis Strengths • Attendance (compared to UNT) • Experience • Relevant topics • Relatively Inexpensive Weaknesses • Resources • Access to facility Opportunities Threats
  • SWOT Analysis Strengths • Attendance • Experience • Relevant topics Weaknesses • Relatively Inexpensive • Resources • Access to facility Opportunities Threats
  • SWOT Analysis Weaknesses • Likeliness of poor turnout Strengths • Low budget • Attendance • Turnover of student • Experience • Relevant topics helpers • Relatively • Inconsistent schedule Inexpensive • Resources • Low attendance for this • Access to facility conference Opportunities Threats
  • SWOT Analysis Strengths Weaknesses •Attendance •Likeliness of poor •Experience turnout •Relevant topics •Low budget •Relatively Inexpensive •Turnover of student •Resources helpers •Access to facility •Inconsistent schedule •Low attendance for this conference Opportunities Threats
  • SWOT Analysis Strengths Weaknesses •Attendance •Likeliness of poor •Experience turnout •Relevant topics •Low budget •Relatively Inexpensive •Turnover of student •Resources helpers •Access to facility •Inconsistent schedule •Low attendance for this Opportunities conference • Hispanic Serving Institution (HSI) • Beautiful Texas Hill Country Threats • Weather conditions • Large Hispanic population • Economic factors may be less influential
  • SWOT Analysis Strengths Weaknesses • Attendance • Likeliness of poor turnout • Experience • Low budget • Relevant topics • Turnover of student helpers • Relatively Inexpensive • Inconsistent schedule • Resources • Low attendance for this • Access to facility conference Opportunities • Hispanic Serving Institution (HSI) • Beautiful Texas Hill Country • Weather conditions Threats • Large Hispanic population • Economic factors may be less influential
  • SWOT Analysis Strengths Weaknesses • Attendance • Likeliness of poor turnout • Experience • Low budget • Relevant topics • Turnover of student helpers • Relatively Inexpensive • Inconsistent schedule • Resources • Low attendance for this • Access to facility conference Threats Opportunities • Travel delays due to • Hispanic Serving Institution storms in other parts of (HSI) • Beautiful Texas Hill the U.S Country • Weather conditions • Related conference dates • • Large Hispanic population Unrelated conference • Economic factors may be less influential dates • World economy
  • SWOT Analysis Strengths Weaknesses • Attendance • Likeliness of poor turnout • Experience • Low budget • Relevant topics • Turnover of student helpers • Relatively Inexpensive • Inconsistent schedule • Resources • Low attendance for this • Access to facility conference Opportunities Threats • Hispanic Serving Institution • Travel delays due to storms (HSI) in other parts of the U.S • Beautiful Texas Hill • Related conference dates Country • Unrelated conference dates • Weather conditions • World economy • Large Hispanic population • Economic factors may be less influential
  • POSITIONING STATEMENTAND RATIONALE
  • Positioning Statement and Rationale“ The 4th International Spanish-language andLatino-oriented media conference serves as a forum for educating and updating thepublic on the latest research in Latino-based media, for enabling networking for scholars and media professionals alike, and for creating exposure for the rich and dynamic Latino culture.”
  • MARKETING AND IMCOBJECTIVES
  • Marketing Objectives• Generate high volume of paper submissions, at least fifty, and research contributions prior to the conference.• Increase attendance of the conference by at least 23% (as compared to attendance in 2009).• Further establish the conference as a resource for both academics and professionals to network and stay up to date with the state of Latino-oriented and Spanish- speaking media.
  • IMC Objectives• Newsletter campaign• Social media strategic planning• Proclaim the beauty of the area as a USP• Convey the value of the conference to primary market• Stress the importance of understanding a demographic with such a high growth rate and market potential
  • OVERALL IMC PLAN
  • Media Media MediaObjectives Strategies Tactics Distribute Utilize the Internet Create a Wikipedia information about and social media to page for the the conference via generate interest conference/ a various forms of and disseminate Facebook page for media information El Centro Position the Create a flyer that Create an image for conference as formal, represents the the conference sophisticated, and positioning statement consistent with the elegant all the while to be distributed in thepositioning statement maintaining a warm various print media and welcoming air utilized Enlist the assistance of Generate interest in other organizations tothe conference among distribute information Email relevant audiences to their members and affiliates Create awareness Broadcast announcements Announce pertinent on KTSW 89.9, the Texas about the State radio station, and print conference conference in the conference flyer in the information via local University Star and the San national and media vehicles Marcos Daily Recordinternational markets newspapers
  • Creative - Objectives• Create awareness about the conference online, among campuses, and in the industry• Generate buzz among media professionals and academics• Make information completely accessible to the target market• Establish the conference as a venue for cutting-edge research and professional development• Encourage paper submission and conference attendance
  • Creative Creative CreativeObjectives Strategies Tactics Build online Use bold, Generate web bright vibrant buzz presence colors Print campaign QR codes onMake information with pertinent print materials for information and accessible incentives for fast access to attendance websiteEstablish as venue Tagline: for cutting-edge Build a cohesive “Experience the research/ network of target professional pinnacle of market development progression.” Encourage Make registration Colorful “call to paper and paper submission simple action” websubmission and and user-friendly buttons attendance
  • Creative Executions• Flyer• Website• Brochure• Press Release• Wikipedia• Social Media Strategic Plan
  • Social Media Strategy Engage in the Community Develop Monitor Content and Strategy Measure Social Media Strategy
  • Sales Sales Sales Promotion Promotion Promotion Objectives Strategies Tactics Entice people into Offer free lemonadeCreate incentives for approaching a ticket at the ticket salespeople to register for sales booth with booth in the quad on the conference giveaways Texas State campus Provide added benefits Provision of daily Create incentives for for attendees through meals and people to attend the meal service, price-off refreshments, conference deal for lodging, and discounted hotel rates, premiums and gift bags Offer early bird Offer a registrationCreate incentives for registration for $200 discount for people to submit if attendees register conference papers and/or submit before attendees a certain date Offer discounts to sponsors: Platinum Sponsor ($1,000+)Create incentives for people Offer different levels of Gold Sponsor ($500-$999) to sponsor event sponsorship packages Silver Sponsor ($250-$499) Bronze Sponsor ($50-$249)
  • Sales Promotion – Sponsor Incentives  Gold Sponsor ($500-$999) A table for promoting their company/products/services at the registration area of the conference Logo on conference promotional poster Banner display in the conference room Logo on the conference program and website Free registration for one person  Silver Sponsor ($250-$499) Logo on the conference program Free registration for one person  Bronze Sponsor ($50-$249) Logo on the conference program 50% registration discount for one person
  • Public Public Public Relations Relations Relations Objectives Strategies Tactics Create further awareness byTo create awareness Publish conference including conferenceabout the conference announcements in the announcements in the programs for the XXX programs of related conferences Sell conference tickets at Generate awareness by a booth located in the To create awareness creating a presence quad at the Texas State about the conference within the community via campus; lemonade will be a public event handed out free of charge to draw in passers-by Submit a press release Announce pertinent To disseminate to the University Star information about theinformation relating to and the San Marcos conference via local conference events Daily Record media newspapersTo instill public interest Publish positivein the conference with Create hype in the testimonials from one the goal of increasing community prior to the or two past conference attendance by 23% conference dates attendees in the presscompared to the 2009 release conference
  • Public Public PublicRelations Relations RelationsObjectives Strategies Tactics Promote the conference Obtain attitudes To develop a as a resource for both about past academics and positive public professionals to network conferences to and stay up to date withattitude toward create positive the state of Latino-the conference oriented and Spanish- publicity speaking media
  • TOTAL PROPOSEDBUDGET
  • Budget Recommendations• Overall Conference Budget: $100• $100 for placing print advertisements (flyer) in newspapers and broadcasting advertisements• Conferences announcements, the press release, and testimonials are free• Human resources: utilize graduate students and interns• Lemonade: Solicit donation from local restaurants or campus dining services
  • Budget Recommendations• Booth: Approach partnering campus organizations to borrow booth and supplies• Meals – Included in conference budget: covered by registration fees, donations, and sponsors• Hotel discounts: Covered by participating hotels• Gift bags: Solicit donation from Texas State bookstore and local grocery stores
  • QUESTIONS
  • Where Ideas Take Off…