The document discusses integrated marketing communication (IMC) strategies for Bodybalance Physiotherapy and Sport Injury Clinic. It outlines promotional objectives to increase customer base, brand awareness, and referrals. The IMC plan will use both push strategies like advertising and pull strategies like search engine optimization. Key performance indicators will measure the success of the social media-enabled communication mix and help improve marketing outcomes and customer loyalty. Ensuring data integrity and building trust is also important for the IMC plan.

1. Introduction
Integrated marketing communication (IMC) has taken over and
influenced businesses' communications and marketing strategies in
recent years, proving beneficial for businesses in terms of brand
equity, brand performance, and brand attractiveness (Luxton et al.,
2017). Social media's accessibility, contrariwise, has altered IMC
because it provides businesses new techniques to reach out to
customers and it enables consumers to make the most of this
medium (Gordon-Isasi et al., 2021). Due to the two-way
communication that social media platforms enable, businesses are
increasingly actively engaging with their customers. Thus, social
media has reimagined and transformed contemporary IMC
approaches and strategies.

2. Approach
Advertising, sales promotion, direct marketing, and
public relations are all examples of marketing
communication. Marketing communication techniques
can pull items through the channel, push products
through the channel, or mix push and pull strategies to
target both customers and the channel. (Wood 2008,
138)Both a theoretical framework and empirical data will
be used to inform the marketing communication effort
for Bodybalance Physiotherapy and Sport Injury Clinic.
The findings from customer feedback will aid
Bodybalance in positioning better "service" to enhance
sales by marketing around consumers' views of the main
decision criteria for each consumer category.

3. Promotional Objectives
Setting up promotional objectives will help
us build a framework for communicating to the public
who we are and what Bodybalance stands for.
Promotional Objectives for Bodybalance IMC
Our Mission to help people live an active, healthy life
Our Corporate Objective taking an active, holistic approach to healthcare, aiming to
treat people as individuals, helping them achieve their
goal.
Our Marketing Objective(s)  Increase customer base by 30% in 1st quarter of 2023
 Raise brand awareness to 90% of households in Hatfield by the 4th
quarter of 2023
 Achieve 20% of customer base through third party referrals by end of
4th quarter of 2023
Marketing Activities • Integrated Advertising campaign ( traditional and modern media)
• Promos
• introducing appealing, customer-centered packages

4. IMC Concept Modeling
Fig. 1: IMC Concept Model [Image adopted from Rehman et al. (2022)]

5. Communication consideration
The Bodybalance integrated marketing campaign will
reemphasize the message central to the business purpose of
Bodybalance which is:
Respect
 Respect for our patients
 Respect for our colleagues
 Respected by our peers
Always active
 Being proactive
 An active approach to rehab
 Restoring function and movement
Aim high
 Strive for the best patient outcomes
 Quality focused
 Always looking to do things better

6. Promotional strategies
Usable marketing communications techniques are chosen
depending on promotional objectives and context
analysis once IMC objectives have been defined. While
some customers respond better to push strategies, others
like the discounts and coupons offered by pull strategies.
The philosophy underlying push and pull marketing
methods, as well as how they might be combined to get
the best results, must be understood in order to develop
a successful marketing plan for Bodybalance. The goal of
the pull approach is to persuade the final users to buy the
product. Pull strategy describes situations where
customers actively seek out your goods and merchants
place stock orders as a result of strong client demand. A
very visible brand is necessary for a pull approach, which
Bodybalance is building through social media advertising.

7. Implementation
Gantt chart f
2023 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
01 JAN
02 FEB
03 MAR
04 APR
05 MAY
06 JUN
07 JUL
08 AUG
09 SEP
10 OCT
11 NOV
12 DEC
Project Kick-Off
Policy Review
Review IMC Objectives
Goals Review
Communication Plan
Expo
Risk Management
Seminar Preps/Reharsa
Project Kick-Off
Campaign
Launch
Goal Setting
Budget Review
Efficacy
Review
Review IMC
Objectives
Communication Plan
Risk Management
Year-End Review
Status and Tracking
Staff Review
Seminar Prep
Seminar Rehearsal
Budget Prep
Goal
Review
Campaign
Tools Review
Expo
Maintenance
K
Holiday Season
Review

8. Implementation
Bodybalance will employ a number of push marketing techniques to
promote its sports injury clinic and physiotherapy services through:
• 1. Display advertising
• 2. Email campaigns
• 3. sponsorships
• 4. Collaborations
These will spread knowledge about Bodybalance and increase demand.
Analysis of customer feedback revealed that once individuals become aware,
they are likely to start looking for it and talking about it online. The pull
approach is used in this situation. The user made the request, and the
business is only responding to carry it out. Bodybalance might employ the
pull marketing strategies listed below to direct consumers to the new
corporate website:
• 1. search engine optimization
• 2. Click-Based Marketing
• 3. Make use of social media
• 4. Begin a blog

9. Performance Measurement
The overarching goal of the social media-enabled
communication mix is to improve Bodybalance
performance both directly and indirectly. Through key
performance indicators, the campaign’s performance will
be assessed through key performance indicators (KPIs).
Likes, engagement, followers’ growth, traffic conversions,
and social shares will be the common key performance
indicators (KPIs) for social media marketing metrics. These
may fundamentally improve communication efficiency,
which would improve marketing outcomes. Additionally,
social media-enhanced IMC might help improve
prospective business areas like boosting customer loyalty
and retention.

10. Conclusion
Social media is a fantastic opportunity for marketers, but
there are worries about data protection and brand trust. To
ensure data integrity, trustworthiness, openness, and
confidentiality, there must be a firm commitment on the part
of both the business and the client. Therefore, it is everyone's
moral responsibility to promote these norms. Additionally, a
regulatory framework is required to resolve any problems.
Social media users have evolved into micro-influencers, with
at most a few hundred to a thousand followers, but because
to web 2.0, their ties are extensive. In the age of intense
competition, misconception and ambiguity, potential
possibilities and difficulties, digitally enabled social
connection through social media substantially impacts and
crosses most parts of people's life. The importance of
providing brands meaning and impressions must be therefore
prioritized by marketers.