Integrated Marketing Communications<br />Work Sample (Abridged)<br />MKTG 530 Class Project<br />Management of Marketing Communications<br />Eller College of Management<br />The University of Arizona<br />Abhay Kulkarni <br />
Tiffany & Co. Marketing Campaign<br />All the More Reason.<br />
Overview<br />Problem Statement<br /><ul><li>Sales are down 35% since 2007 at Tiffany & Co.
Tiffany website traffic has dropped by 18% in last 3 months.</li></ul>Campaign Goal<br />The goal of the “All the More Reason” campaign is to increase traffic to Tiffany stores and website.<br />Integrated Marketing Campaign<br />The campaign will reach the target customer through the news media, social media, print media, online television and product placements.<br />Timeline<br />The campaign’s timeline extends between October 2009 and May 2010 with peak activity around the Holiday Season and Valentine’s Day.<br />Budget and Metrics<br />The estimated cost for this campaign is $7.3 Million. The impact of the campaign will be measured through membership, traffic, number of customer visits to stores and so on.<br />