1. IMC Group Project
Roko Itonami integrated marketing
communications plan
[Type the abstract of the documenthere.The abstractistypicallyashort
summaryof the contentsof the document.Type the abstractof the document
here.The abstract istypicallyashort summaryof the contentsof the document.]
2012
AshleyGoss& TonyJarmash
Ed McHugh
11/22/2012

2. ~ 2 ~
Table of Contents
Product Introduction ...........................................................................................................................3
Situational Analysis ............................................................................................................................3
Competitive Landscape................................................................................................................3
Regulatory ..................................................................................................................................4
Economic Factors........................................................................................................................4
Social Trends ..............................................................................................................................5
Technological factors ..................................................................................................................5
Natural Factors............................................................................................................................5
Swot analysis......................................................................................................................................5
Strengths........................................................................................................................................5
Weaknesses ...................................................................................................................................6
Opportunities.................................................................................................................................6
Threats...........................................................................................................................................7
Product Promotion.............................................................................................................................7
Advertising..................................................................................................................................8
Personal selling...........................................................................................................................8
Event marketing..........................................................................................................................9
Interactive marketing................................................................................................................10

3. ~ 3 ~
Product Introduction
The product we have chosen to develop an Integrated Marketing Communications Plan
for is a television show called Roko Itonami. Roko Itonami is a program that is classified as an
anime and is rated M for mature due to scenes of violence, blood, sexual themes and references,
and language. The target audience for this TV show is ages 17-25. This TV series takes place in
a land called Aruzio and has 12 main characters. Each person in Aruzio has a spirit animal who
accompanies them until death. Each of the main characters only knows one of the other 11 main
characters. Each main character also has "mental" issues they deal with everyday. Such as
ADHD, depression, bi-polar, etc. You see how they learn to deal with these everyday problems.
Eventually all their lives get intertwined together and they all become very good friends. They
then start really noticing the disappearance's and deaths in their town and try to figure them out
while still having a life, dealing with their own personal issues such as family problems, love
lives, etc.
Situational Analysis
Competitive Landscape
The television industry itself is in fact a very competitive industry. There is competition
for audience, networks, and advertisers. We think the anime industry is also pretty competitive
depending on where you are located. In North America the anime industry is a lot less
competitive then the anime industry in Asia. This TV shows primary competitors would be other
anime shows being aired. The ways other anime’s are promoted are highly dependent of the
location of the promotion. Most anime’s in Japan are promoted by advertisements, managa’s,
and started franchises merchandise. While in North America it isn’t as widely advertised and is

4. ~ 4 ~
mostly only advertised through conventions. Except they sometimes promote widely known
anime’s with television ads.
Regulatory
Depending on where the advertisements are chosen to be place, as in what countries, it
could greatly affect what promotions take place in each country. Some countries may ban certain
types of promotions so Roko Itonami will have to find ways to work around the bans and still
grab the attention of the audience since they show is worldwide. Governments of different
countries have different rules of advertising and these rules must be followed in order to promote
in other countries.
Economic Factors
The anime economy is doing worse than it used to and producers are finding it more
difficult to find the money to make animes as networks don’t like paying for production as much.
Networks figured anime show’s don’t bring in enough ratings to help pay for them anymore.
What anime produces have started doing now is making a production committee. This committee
consists of people from different companies who could also benefit from having a show made.
Companies such as DVD publishers, video game companies, and Ad agencies are all examples
of companies that could benefit from having TV shows made. In terms of how much it costs to
produce an anime, it is said that it is $100,000-300,000 US per episode. Even though this amount
seems like a lot, compared to American deep-cable TV which can cost somewhere up into the
millions, it is actually pretty cheap. When spread across 13 episodes it can cost up to $2-4
million US. Since a lot of companies cant afford to spend this much money on such a risk it is
hard to get the money. If a company invested that much in an episode, then the show flopped, it
would take them too long to catch the back up in their debt if they even could at all.

5. ~ 5 ~
Social Trends
There are also a few social trends that might affect this TV show. One example of such
trends would be the transition of traditional animation to digital animation. Roko Itonami uses
both forms of animation and drawing for their show however the world is greatly changing. With
this change the audience is expecting better and better graphics and animation.
Technological factors
Some technological factors that would affect this business would be advances in
computer animation. Since a lot of the animation for the show is down with computers if
something happens to the computer used to create Roko Itonami then the production becomes
slowed or completely stalled.
Natural Factors
Natural factors that also come into play for this TV show because if there is a natural
disaster or power outages it will also slow down the animation process for Roko Itonami.
However if it came down to it, the company could do it all traditionally until things become up
and running again in which case then can return to doing the animation digitally again.
Swot analysis
Strengths
The strengths that Roko Itonami has over other animes is that has a little bit of
everything, making it appeal to a larger audience. The show involves action, education, romance,
comedy, & cartoon.
Another strength it has is being broadcasted on YouTube. The reason this is a strength is
because being shown on YouTube you can watch it from more countries then on TV.

6. ~ 6 ~
Also another strength this show would have is that the people helping produce the show
are students mostly or people who wish to get a career started with voice acting, drawing, etc.
This could be a strength because if the show does do good it could help these people just starting
out get better opportunities.
Weaknesses
The weaknesses that Roko Itonami has are that does start off with a confusing storyline.
For you to understand the show you really would have to keep up with each episode because one
episode would star two characters, the next would star two different characters until they all
become friends. After that it becomes less confusing, however that initial confusion may turn
potential customers away.
Another weakness for this particular show would be the lack of artist enthusiasm. It
seems any artist that the company finds to do the show doesn’t seem to be as enthusiastic as the
marketers, CEO, voice actors, or anyone else involved. Which brings the show down because
then it tasks longer for the artists to do their job if they do it at all. Another weakness for this
product is the lack of financial support. As we stated earlier on it takes a lot of money to produce
an anime and with the lack of financial support for the anime it also takes longer to produce
episodes.
Opportunities
Some opportunities Roko Itonami might have would be marketing in new and creative
ways in North America. Since most anime’s promotion is in Japan and the ones in North
American are slim to none if gives Roko Itonami a lot of opportunity to get creative and grab the
attention of the potential consumers who do not know about it.

7. ~ 7 ~
Also another opportunity could be expanding merchandise from just a TV shows to other
things such as books, DVDs, toys, games, ect. With the expansion into other products the
product could become more recognized and possible generate more profit.
Threats
Some threats Roko Itonami could encounter would be that people are starting to watch
TV and buy DVDs less and less. Since this occurring the product will need to find other ways to
generate income such as selling rights to places such as Netflix so consumers can watch it
anytime or even set up subscriptions.
Another threat they might come across is their cash flow and finances. What we mean by
this is that being an anime show it will be hard to get sponsors or financial support from other
companies because of the risk factor that it might not work out with ratings and things like that.
Companies are very cautious when giving money to anime productions for that reason.
Product Promotion
The product being promoted is an anime called Roko Itonami, it’s an M rated television
show that will be promoted worldwide, Roko Itonami will be first broadcasted on YouTube to
grab the attention of the anime loving target market. Roko Itonami will be broadcasted in
English, with the subtitles of Japanese showed at the bottom of the show, later on, this will create
the chance for a wider audience to understand and enjoy the amazing concept of the anime Roko
Itonami.
The anime will have many online social media options, some of the most popular forms
of online social media that Roko Itonami will be pushed towards Facebook, Twitter, and

8. ~ 8 ~
MySpace. Within an online social media network, the anime will have the ability to advertise
and promote its products to anyone, at anytime, anywhere in the world. Because of the vast
popularity of social media, Roko Itonami has great success on marketing products to the younger
generation who otherwise might not have seen an ad in a newspaper or on TV.
Advertising
The advertising approaches Roko Itonami will be taking to advertise its anime show is:
 Television advertising / Music in advertising
 Infomercials
 Radio advertising
 Online advertising
 Word of mouth
 Billboard advertising
Roko Itonami’s biggest source of advertising is word of mouth because it’s a form
of communication for marketing and used to encourage and persuade the audience viewers, it
will help attract people to watch the show, and grow an addiction to it also. Roko Itonami is most
commonly, the desired anime show to hit the market, the result is to drive consumer behavior
with respect to a commercial offering, although political and ideological advertising.
Personal selling
The personal selling of the anime Roko Itonami will be focused on the way it grabs the
attention and profiles itself to the target market. The show will have many ways to bring personal
selling into the mix, here are a few:
 High customer attention

9. ~ 9 ~
 Message is customised
 Interactivity
 Persuasive impact
 Potential for development of relationship
 Adaptable
 Opportunity to close the sale
Eventmarketing
The event marketing features that Roko Itonami will have are a wide variety of
sponsoring, not only from the customers but also the organizations. The anime viewers will be
able to have guest star characters only for a limited time showing. The anime will give the
chance for customers to get involved, and also give them a chance to inspire their skills.
Roko Itonami is having a sponsorship for students that are in the art program, by having
competitions to be able to submit their best drawings of a charter, for a chance to win a primer
showing in Roko Itonami.
We will be looking for sponsorships from companies, such as production committees,
Anime artist, DVD producers, and online sponsorships. This will target Roko Itonami and give it
demographic profiles to support its audience.
Roko Itonami’s targeting abilities in conjunction with the experiential marketing to create
an exciting experience its anime target audience. Roko Itonami consumers will personally
experience the show and enjoy the concept. Roko Itonami will have many ways to attract
customers, for example; coupons or key message to reach consumers on the street; in the cinema;
at home; at trade shows and at work.

10. ~ 10 ~
Interactivemarketing
There are many interactive marketing strategies that Roko Itonami uses to attract there target
market, they are the following:
 Display advertising
 Social media
 Email marketing
 Mobile marketing
 Online promotion
 Affiliate marketing
Roko Itonami is mostly focused on online promotion because, where the advertisements are on
youtube and other online sources, this will give Roko Itonami an advantage to grab the attention
of all anime fans online and build a higher target market for the anime.