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Integrated Marketing Communication Campaign

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Integrated Marketing Communication Campaign Pitch Group Project- GMU Spring 2010 COMM 375 with Professor Dickerson

Integrated Marketing Communication Campaign Pitch Group Project- GMU Spring 2010 COMM 375 with Professor Dickerson

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Transcript

  • 1. Integrated Market Communication Plan | Spring 2010 Angela Giles | Angela Neeb | Claire Berlin Jermey Doxer | Madalyn Jamison | Michael McGrath
  • 2. Introduction
    • Why we are here
    • Who we are
  • 3. Corporate Image Strategy
    • Product design
    • Food Allergy Awareness Network
    • Target Consumer
    • Celebrity Endorsement
  • 4.  
  • 5. Situational Analysis
    • Allermate
    • Product: Portable Food Allergen Testing System
    • Target Audiences
    • “ Green” Technology
    • Consumer Promise
  • 6. Product Evaluation
    • Competition
    • Competitive Advantage
    • FDA Approval Process
  • 7. Communication Objectives
  • 8. Public Relations Strategy
    • Two Phases:
      • Pre-FDA approval
        • Spokesperson
        • Expert panel
      • Post-FDA approval
        • SEO Plan
        • Social Media
        • Serena Williams
        • Events
  • 9. Marketing Strategies/Goals
    • Increase product awareness/knowledge
      • Inform target audiences about Allermate
      • Decrease buying resistance
  • 10. Marketing Tactics
    • Allermate Assistance program
    • Online Membership
    • Google AdWords
    • Internet, Magazine, Television advertising
  • 11. Media Recommendations
    • Print Media
    • Online Media
    • Tradeshows
    • Television
  • 12.  
  • 13.  
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  • 20.  
  • 21. Performance Evaluation
    • Online consumer survey results
    • Online feedback from ALLERMATE forum
    • Sub-contract for third-party campaign effectiveness audit
  • 22. Budget
  • 23. Conclusion