Integrated marketing communications campaign that was designed for a company that I did an internship with.

1. A TY L
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pRESENTED bY:
zACH rELEFORD
zACH tRYON
dECEMBER 2010
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2. table of contents
Executive Summary.............................................................................2
Situation Analysis...............................................................................3
Communication Strategy.....................................................................7
Execution Strategy..............................................................................11
Message Design and Delivery Systems................................................13
Budget................................................................................................16
Evaluation..........................................................................................18
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3. EXECUTIVE SUMMARY
The purpose of this campaign is to promote brand awareness of A Security Professional
throughout Pueblo and Southern Colorado.
The products and services that are provided by ASP include burglar alarms, camera
systems, and fleet tracking systems. The majority of this campaign will be focused on
targeting clients who may potentially need to have a security system installed in their
home.
During this campaign, ASP’s background is covered in detail. The proposed communica-
tion strategy was covered in order to give ASP insight to how they could better reach
their audience. A proposed execution strategy is also included. This strategy breaks
down the objectives that ASP wishes to accomplish by implementing a promotional
strategy.
ASP’s goal is to communicate to their target audience that the products they install
are more affordable than the competition. They also like to stress that since they are
based locally, they have the ability to provide quality services in a timelier manner than
their competitors. This message design and delivery method is visible throughout the
campaign.
The company operates with a limited budget for marketing and advertising, which has
made coming up with ideas for this campaign somewhat challenging, however, the
proposed campaign uses a variety of integrated communication tactics which could be
beneficial to the company’s success. A budget has been provided in the campaign to in
order to show where ASP’s marketing dollars are going to be allocated.
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4. :
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5. 1. A Security Professional (ASP) was founded in 2008 in Pueblo, CO. The business is conveniently located on 521
Chinook Lane in Belmont. The goal and mission statement of ASP is “Plain and “Simple” to provide Southern
Colorado homeowners with secure home environments at an affordable price.
a. Product and services of ASP includes: (1) Keypad, (2) Door Contacts, (1) Motion Detector, (3) Window
Stickers, (1) Yard Sign. In addition to this ASP offers other devices such as wireless keys, smoke sensors,
carbon monoxide censors, glass break sensors, indoor/outdoor sirens, and much more.
b. Geographic service area: ASP is located in Central Pueblo on 521 Chinook Lane. The Company services
Pueblo and Southern Colorado.
c. Administration/Staffing: Shane Nevins-Owner, Jason Baxter-General Manager/Install Tech, Mitch Gyles-
Sales Manager, Eric Herndon- Install Tech.
d. Facilities/Location: The company office is located on 521 Chinook Lane, Pueblo Co 81001-1716
2. Environmental Factors
a. Legal issues: Some of the legal issues that ASP is faced with on a daily basis include ethical behavior of
employees, liability for the security systems they install, and copyright infringement issues that could arise when
they are trying to differentiate themselves from the competition.
b. Economic issues: In this present economic crisis, selling any product that is beyond the bare necessities for
homeowners is going to be a challenge. With that said, the Pueblo area has seen an increase in the number
of property crimes that have occurred over the last few months, which could be a strong selling point for ASP.
People will want to protect their assets, and if they can do it at an affordable price, they may buy in.
c. Competitive issues: In this industry, ASP will have to contend with a wide variety of competition. The most direct
competition that ASP has are companies that are licensed to distribute and install home security systems that
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6. are manufactured by larger companies such as ADT and Broadview Security. ASP installs products that are
manufactured by DSC, and while the system is one of the best on the market, the brand name is not widely
known.
d. Social issues: Most people don’t value home security systems until something happens to their home.
3. Current Marketing Strategy
a. Current audience demographics/psychographics: The target audience for ASP is homeowners in Pueblo
and the Southern Colorado region. They range from age 30-50 and have average to above average income.
These homeowners typically have families with one or more children as well as expensive personal
belongings in their homes. They are concerned for the safety of their property, livelihood, loved ones, and
personal belongings.
b. Marketing mix analysis:
1. Product: DSC home security products serviced by ASP.
2. Price: The basic security system is installed for $75 plus a $25-$35 monthly monitoring fee with a two
year contract.
3. Promotion: ASP offers a coupon which is available in their brochures as well as website. This coupon
allows potential customers to receive a free month of monitoring when they agree to have a new
security system installed in their home.
4. Place: ASP has an office located in central Pueblo which allows potential and existing customers to
speak to a sales representative. They also have online and telephone services available for customers
who have a busy lifestyle. On March 1st, 2011, ASP will be relocating to a downtown Pueblo location.
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7. 4. Situation analysis summary
Strengths
• Being based locally, the company has the ability to provide services to customers in a timely manner.
• Prices and services are right in line with the competition.
• Location is very visible to potential consumers.
• Being a small company, there is not as much red tape to go through when making business decisions.
Weaknesses
• The brand of the products that ASP installs is not as widely-known as other major brands in the industry.
• The outside of the company’s building is not very attractive (parking lot needs to be re-paved, not much
landscaping).
• Limited marketing and advertising budget makes it difficult for the company to make itself visible through
television, radio, and print media.
Opportunities
• During the current recession, homeowners have become more conscious of their personal property being
protected.
• Small businesses are looking for more ways to make sure their assets are protected and that their employees
are being responsible.
Threats
• Direct competition from other companies that are licensed to install home security and business surveillance
systems.
• Some people do not feel a home security system is necessary, especially if they own a gun.
• People who live in areas where there is a lot of crime may not have enough money to purchase a home security
system.
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9. 1. Completing the strategic analysis
a. ASP’s primary target audience consists mostly of homeowners in the Pueblo and Southern Colorado area
who want a secure and monitored environment at an affordable price. They identify potential clients by
accessing demographic reports via the Geographic Information System (GIS), a government agency that
collects demographic information on our target audience
b. The benefits of ASP products are that they are an affordable solution to home security protection. In
addition to this the company is based locally to help with all customer needs. However, the reality of ASP’s
products is that they are a less widely known brand compared to other home security systems.
c. The current perception of ASP’s products is that is a dependable security system that fits into any
homeowner’s budget.
d. ASP products have similar features compared to the competition, however; ASP products are sold in
bundles at a low price. Their competitors base their prices per device. ASP also provides additional devices
at a low cost to provide homeowners with the total home security package.
e. In order for the benefits of ASP products to be made believable by potential clients, the interpersonal
communication used by the sales representative must be conducted in a friendly, knowledgeable manner.
f. ASP is a laid back company who chooses to focus on marketing to a local audience. This allows them to
truly get to know their audience as well as provide them with individual care and specific home security
needs.
g. ASP intends to have homeowners call their office, visit their website, and make inquiries via email. Once an
inquiry is made by a potential client, ASP will try to schedule an appointment with them so that they can
specifically address their home security needs.
Unintended contact will happen when a potential client walks in to the ASP office without an appointment
to inquire about products and services.
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10. 2. Review the competition
a. The competition is mass marketing by using television, internet and yellow page ads. They also are
marketing to a larger target audience which doesn’t focus on local client needs.
b. Products of the competition are similar to ASP because they provide home security needs. However,
they are more expensive and more well-known.
c. To make ASP stand out, the position of the company as a local company is stressed to the target
audience. ASP likes to pride themselves as the “Best Value in Town.” This value ensures that
customers receive products and services at low prices and at their convenience. This also helps
ensure that all homeowners in Pueblo and Southern Colorado can afford to have their homes secured
by a dependable product and company.
3. Marketing Objectives
The primary short-term goal of the campaign for ASP will be to increase brand awareness throughout Pueblo
and Southern Colorado. Some of the long-term goals include increasing sales by 50 percent over six months, getting
current customers to renew their contracts with ASP once they expire, and persuading individuals who already have
security systems installed in their homes to switch to ASP once their contract has expired.
4. Integrated Communication Objectives: Target Audience, Timeline, Measurement
a. Creating Awareness (information)
ASP will try to create brand awareness by establishing a presence through social media sites such as Facebook
and Twitter. They will also advertise in Quality Connections, an advertisement magazine that is mailed to thousands of
homes in Pueblo and the surrounding area, and by setting up booths at various expositions such as the Pueblo Home
and Garden Show, Wild West Fest, and Boats, Bands and BBQ.
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11. b. Creating Understanding (comprehension)
In order for potential consumers to understand the products and services that ASP provides, they must have
the information visibly in front of them. ASP already has a website where potential consumers can find out more infor-
mation about the products and services that are offered. In addition, they have paper brochures that are made avail-
able to potential consumers when they visit the ASP office in person and at the various expositions that ASP partici-
pates in.
c. Changing attitudes and perception (image)
In order for this campaign to be successful, ASP will have to communicate the importance of a home security
or business surveillance system to their potential clients. One way to do this is by instilling a sense of fear into them by
making them aware of local property crime statistics.
d. Changing Behavior (action)
The ultimate goal of ASP is to create a transaction and have potential clients make the decision to have a secu-
rity or surveillance system installed in their home or small business. In order for this to happen, ASP has to do a good
job of communicating why their products and services will be the best option for the consumer.
In the end, interpersonal communication at the point of contact will be the most effective means of communi-
cation in this campaign. Thus, it is important that all ASP employees are knowledgeable of the products and services,
and that they do a good job of communicating amongst themselves so that the messages they deliver to potential
clients will be consistent.
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13. 1. ASP will advertise themselves through multiple media, including print media, radio, social media, guerilla
marketing, sponsorships, and through their website. Guerilla marketing would work best in the local and
regional area the best because it is a good way to increase brand awareness.
2. The goal of ASP is to increase brand awareness to local and regional homeowners.
3. The strategy and rationale for this campaign will virtually eliminate public relations and direct response
because of the size of our market and the target audience for our company. Instead, we have decided to focus
on advertising and sales promotion to increase brand awareness in Pueblo and Southern Colorado. We’ve
decided to focus on these two areas because they are the most cost-effective methods for the size of our
company.
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15. a. ASP stresses the importance of having a home security system to the Pueblo and Southern Colorado market.
They also like to point out the advantages and affordability of their product to consumers.
b. The company primarily uses informative, urgency, and fear appeals in their messages and ads.
c. The intended impacts of ASP’s messages are to gain brand recognition as well as to increase their customer base
in the Pueblo and Southern Colorado market.
2. With the current budget of ASP, print advertising such as newspapers and magazines are frequently used.
They also use social media and online ads to increase brand awareness. Other ways that ASP reaches their
target audience are through trade shows and printed brochures. In addition to the current mix tactics that are
being used, they will also implement radio spots and sponsorship of Crime Stoppers.
3. Online ads will be put up immediately and other ads are submitted to the publication 2 weeks prior to the
publication being released.
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16. Timeline
• Perpetual
o Constant updating of the Web site and social media pages.
o Continue running advertisements in Quality Connections Magazine (A bi-monthly magazine).
• January
o Begin designing and printing brochures and ASP business cards for upcoming trade shows.
• February
o Make the public aware of the company’s relocation to the downtown area.
 Outdoor ad placement
 Feature story or brief in The Pueblo Chieftain
• March
o Participate in the Pueblo Home and Garden Show at the Colorado State Fair (March 11-13).
• April/May
o Begin running radio spots and sponsorship of Crime Stoppers
o Begin placing advertisements in The Pueblo Chieftain’s newspaper and Web site.
Implement gorilla marketing downtown and along I-25.
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18. 1. ASP is currently allocating most of their available funds for marketing and advertising to print advertising.
Because of the size of their clients business the most logical budgeting method for him to use would be
percentage of sales or affordability method.
2. Online advertising is more cost effective for ASP because they don’t have to pay for all of the overhead that
goes along with traditional means of advertising (printing costs, production costs, etc.), yet they are still able
to communicate their messages to their target audiences
3. ASP will split their $1,500 monthly budget between advertising, marketing, and communication.
Total Monthly Budget $1,500
Annual Budget $18,000
Annual Expenses
Online Maitenence $500
Quality Connections Ads (x5) $3,700
Radio Spots (20 per month at $50) $6,000
Guerilla marketing and sponsorships $5,900
January
Brochure Printing (x300) $300
February
Outdoor ad placement $700
Feature Story (Publicity) $0
March
Outdoor ad placement $700
Home & Garden Show Booth $200
Total Budget $18,000
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20. 1. For ASP’s campaign, success would be measured by the amount of new customers gained through the IMC
tactics that were implemented. Measurement would calculate how many coupons were redeemed from
the Quality Connections Magazine ad, ads in brochures, and coupons from the website. ASP would also
need to measure how many of their IMC tactics are being viewed, consumed, and distributed to potential
customers. The schedule and approach of how ads and other IMC tactics are placed need to be analyzed
as well. After this has been done, ASP can make improvements to make their campaign more effective.
2. The results would be found in the amount of new customers ASP gains and the saturation of the brand in
the Pueblo and Southern Colorado market.
a. The objectives that ASP are trying to accomplish are to increase their customer base and increase
brand awareness throughout Pueblo and Southern Colorado.
b. In order for ASP to evaluate whether or not the campaign accomplished these objectives, they will
have to take the time to evaluate the geographic location of all of their customers. The easiest way
to do this will be to get a list of the physical addresses of all of the customers, and break down how
many customers they have in each ZIP code throughout Pueblo County and the surrounding area.
From here, they will be able to see where the highest percentages of homeowners who have home
security systems are, as well as where the majority of homeowners are geographically within Pueblo
and Southern Colorado.
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