The document outlines an integrated marketing communications plan for Edna's Cookies. It recommends using various promotional strategies over the startup, short term, and long term periods. In the startup stage, it recommends direct marketing through postcards and developing online and social media presences. In the short term, it recommends publicity, advertising, sales promotions, and personal selling at local events. Long term recommendations include expanding the ecommerce site, charitable events, and loyalty programs to build the brand and customer loyalty over time. The plan allocates a $15,000 budget across advertising, promotions, direct marketing, personal selling, and PR. It provides sales projections and methods for evaluating the plan's effectiveness.

1. Edna’s Cookies
An Integrated Marketing
Communications Plan
By: Chantel Soumis & Camilla Zuckero

2. Mission
Edna’s Cookies’ Mission Statement:
Dedicated to making cookies from the freshest
organic ingredients that are so special and
delicious, they become part of your family
traditions.
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3. Objectives
Objectives:
• To consistently and effectively present Edna’s
brand message to the target segments
• To motivate customers to buy Edna’s Cookies
– Method: Outline the most effective and cost
efficient promotional plan for presenting brand
benefits, attributes and building brand awareness
and image in order to accomplish objectives
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4. Startup Recommendations
Goals of Start-up stage:
Create awareness and build brand image.
• Direct Marketing-Postcards
• Website-Ednascookies.com
• Develop Social Media Channels
• Introduce the brand to contact list and
social network
• PR/Publicity-Launch party
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5. Short Term Recommendations
Goals for Introductory Stage of Product:
Create awareness, inform the target market &
position the brand to motivate purchase.
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Publicity
Advertising
Personal Selling
Social media, blogs
Sales Promotions(samples)
Advertising
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6. Long Term Recommendations
Goals for long term success:
Stimulate growth, build customer loyalty &
reinforce the brand.
• Create an ecommerce website for growth
• Form a charitable event to help create brand
awareness and publicity
• Advertising
• Sales Promotion-Coupons, samples seasonally for
holidays and other special events
• Personal Selling
• Social Media Channels
• Reinforce the brand; loyalty programs
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7. Promotional Strategies
Promotional Method
Target Segment
Advertising
Regional magazines,
specialty publications
Mothers’ Groups, Families, Schools,
Cafes
Direct Marketing
Postcards
Local community
Interactive/Internet
Marketing
Web site, Twitter, Facebook Mass Audience, Investors, Mothers’
Groups
Sales
Promotion(combined
with personal selling)
PR/Publicity
Free samples at Festivals,
Mothers’ Groups, Schools
Farmers’ Markets, Local
community
Press releases, Charity Bake Mass Audience, Investors, Broadcast
Off, Ribbon Cutting
Media
Personal Selling
Door-to-door, Festivals,
Farmers’ Markets, Cafes,
Coffee shops
Wholesalers in the community, families,
mothers, community
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8. Promotional Strategies
Website Mock-up
Packaging
Direct Mail Post Card
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9. Budget Allowance
Keep $10,000 for college fund and provide
$15,000 for the IMC plan.
• $5,000 for overhead costs
o Baking materials, car seat, packaging supplies, and extra
gas for deliveries
• $10,000 for IMC program
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Advertising ($4,000)
Sales Promotion ($1,000)
Direct Marketing ($500)
Personal Selling ($2000)
PR/Publicity ($1,000)
Internet/Interactive Media ($1,500)
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10. Budget Allowance
• Short term: months 1-6
o 12 sales/week (avg 1dz/sale) = $6,240
• Short term: months 7-12
o 20 sales/week (avg 1dz/sale) = $10,400
• Long term: years 2-3
o 40 sales/week (avg 1dz/sale) = $40,600
annual revenue
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11. Monitor &Evaluation Methods
• Likes on FB page, Twitter followers
• Response to direct mailers
• Personal selling (immediate response)
• Combining sales promotions with print
media, e.g. "mention this ad for 25% off"
• Evaluate sales numbers monthly, quarterly.
• After one year historical analysis using topline revenue & ROMI
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12. Edna’s Cookies
Thank you
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