Integrated Marketing Communication Plan presented to stakeholders that covers the internal buy-in, unified messages and channels to gain revenue.

2. The Integrated Marketing
Communications Plan (IMCP)
directs the actions that create
“flow from the mission,
vision, and values to the
overall business strategy”
(Zoeller, 2017)
Mission:
We are committed to presenting the magic
of small town living by coming together to
promote ourselves and our community as
getaway destination
Small Town Values
Collaboration – Working together to solve problems.
Good Business Practices – Businesses that make good decisions over the long-term.
Reasonable Government – Not big government or small government but good government.
Good Leaders
Security – Local public safety (Morohn, 2008)
Vision:
To create a unified message to our surrounding
urban neighbors, that we offer fun, adventure,
and small town values that can refresh them by
adding magic to their life.
Mission Vision and Values

3. Analysis
•Gather Data
•Sort
•Identify
Customer
•Target
•Select Media
Identity
•Unique
•Positioning
•Offer Value
•Brand
•Logo
•Slogan
Goals
•Specific
•Measureable
•Timing
•Awareness
•Listen
•Communicate
•Sell
Budget
•Amount
•Advertisement
•Promotion
•Media Division
•Unexpected
Measurement
•KPI
•Sales Revenue
•Customer Value
•New Contact
Rate
•Conversion
•ROI
•Cost Per Lead
•Inbound
Marketing
•% of Conversion
•Sales Increase
Integrated Marketing Communications Plan

4. Strategic Planning Process
Strategic Plan
Mission
Statement
Current
Status
SWOT
Destination
Organizational
Strategies
Mission Statement:
We are committed to presenting the
magic of small town living by coming
together to promote ourselves and our
community as getaway destination
Current Market Position:
Analyze data to determine current target
customer and buying habits. Gain a clear
understanding of current successful
strategies.
SWOT:
Strength, Weaknesses, Opportunities, Threats
Destination:
Use data to determined the new target
audience and the most effective methods of
communication
Organizational Strategies:
Create calendar that reflects daily, weekly and
monthly tasks required to implement
Strategic Plan. Assigned personnel to
complete tasks to implement Strategic Plan.

5. S.W.O.T.
Developing our partnership
with local, independent
businesses and our near b
attractions will increase our
engagement with the
surrounding cities and towns.
The cross channel marketing
and consistent message
presented by our partners,
attractions and city will
ensure success for the IMC
Plan.
Strength
• Partnership with
Local Business
• Area Attractions
• Cross Channel
Marketing
Weakness
• Lodging Facilities
• Stakeholder Buy-
In
Opportunities
• Local
Communities
• Increase
Awareness
Threats
• Other small towns
• Big City
Attractions

6. Analysis
•Gather Data
•Sort
•Identify
Customer
•Target
•Select Media
Analysis
Gather Data from: Landing page visits,
social media followers, email response,
prior purchases,
Data: Name, address, email address,
purchase history, engagement
Target Audience: Couples and Families
who live in a Concrete Jungle and are
seeking small town values and charm, in
order to experience unique offerings
Secondary Audiences: Urbanites who
desires a personal touch, friendly
atmosphere and less rushed lifestyle:
Travelers looking for a quiet place to stop
along their journey
Media: Landing Page, social media,
mobile web site, event radio, community
bulletin boards, email, outdoor, newspaper

7. Identity
•Unique
•Positioning
•Offer Value
•Brand
•Logo
•Slogan
Small Town Magic
Experience the Magic
Magic in the Making
Moving at the Speed of Grass
Magic at Small Town Speed
S
Identity
Unique: Stand out among competitors,
offer something unusual
Positioning: Delight the customer, meet
their needs, find their desires; be visible be
memorable
Offer Value: create a brand story that
improves lives.
Branding: Simple, recognizable, with
quality, transparency, and fun
Identity: Use the insight from gathered
data to communicate and position the
brand and create value for the customer.

8. Goals
•Specific
•Measureable
•Timing
•Awareness
•Listen
•Communicate
•Sell
Goals S.M.A.R.T. Strategy
Listen: Use data gathered to understand
needs, wants and desires of target audience
Communicate: Let the customer know you
are listening, you are interested and you hear
what they want and need. Present the Brand
Story, through words, pictures and shared
experiences.
Sell: Offer Life Time Value, unique
experiences and quality time
Specific:
Increase revenue
Rise in community awareness
Expansion of customer base
Measurable:
Percent increase in sales
Expanded mailing list/social media
followers/participation in events
Brand recognition
Achievable:
Present unified communication plan
Measure results
Relevant
Focus on revenue increase
Engagement of target audience
Responsible
Time-Bound
Marketing calendar for events
Use current events on social media
Ongoing analysis and adjustments

9. Budget
•Amount
•Advertisement
•Promotion
•Media Division
•Unexpected
Budget Amount: The budget will be
provide a cap of total spending
and flexibility to meet changing
needs as analysis of each media
outlet determines the value of
that outlet
Advertisement/Promotion:
Advertising, promotions, coupon,
discounts will all be included in
the budget plan with a reserve for
unexpected incidents
Social Media
Website
Email
Outdoor
Newspaper
Reserve for
Unexpected
Analysis: Overall budget demands and
limits will determined where each
dollar is spent. Ongoing analysis will
provide insight to Return on Investment
through Key Performance Indicators.
Being prepared to move dollars from
one media to another keeps the message
directly in front of the target audience

10. Measurement
•KPI
•Sales Revenue
•Customer Value
•New Contact
Rate
•Conversion
ROI
•Cost Per Lead
•Inbound
Marketing
•% of Conversion
•Sales Increase
Measurement
Our chart shows that Facebook has the highest
reply rate among our followers, with the landing
page the lowest. With this data, we can
determined the ROI for each digital outlet and
discover ways to improve our landing page and
increase results.
ROI = Net Profit-cost / Total Investment X100
ROI: By analyzing the cost
per lead, the conversion rate
and the increase revenue, we
can understand the value of
our investment and the
revenue each marketing dollar
returned in sales.
0 1 2 3 4 5 6
Landing Page
Email
Twitter
Facebook
Replys Clickthrough Engagement
KPI: New customers,
conversion rates, sales
revenue will all show the
media outlet that is most
effective for each traditional
and digital ad placement
key performance indicators

11. Partnership
Collaboration:
Working together to
solve problems.
Good Business
Practices:
Businesses that make
good decisions over the
long-term.
Reasonable
Government:
Not big government or
small government but
good government.
Good Leaders:
Security:
Local public safety
(Morohn, 2008)
Create ownership among internal
stakeholders. Show value, quality
and benefit to them for their
participation. Presents simple, clear
plans that are easy to communicate
Internal stakeholders:
Business Leaders/Owners
City Council/Mayor
Land Owners
Buy-In Message:
Increase Sales/Revenue
New and Repeat Visitors
New Businesses
Creating a collaboration between
businesses, community leaders and
residents, cross channel marketing can
present a consistent messaging during
events yet support unique offering from
stores, restaurants and our small town.

12. The Message
Small Town Magic
Experience the Magic
Magic in the Making
Magic at Small town Speed
Moving at the Speed of Grass
Moving at the
Speed of Grass
Annual City FestivalMagic at Small town
Speed
Experience the Magic

13. References
References
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2016, from Chron.com: http://smallbusiness.chron.com/steps-developing-integrated-marketing-
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meaning-of-the-phrase-small-town-charm
Cummings, H. (2014, July 14). How To Do Audience Research That Helps Focus Your Content Marketing.
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