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Imc Project Proposal
Introduction-
The purpose of this Integrated marketing communications project will be to raise funds and
promote awareness for the Heart and Lung transplant association. I will do this my
organising an event and using the IMC strategy in order to promote it. The event that I will
hold will be a Trampoline Dodge-Ball tournament in Jump-zone in Sandyford.
Back ground into Charity-
The Irish Heart and Lung Transplant Association is a voluntary organisation which includes
heart, lung(s), heart and lung transplant recipients, families and supporters. The Association
began providing support for patients soon after the first heart transplant operation in
Ireland was successfully completed in the Mater Hospital in 1985. Now it provides support
to people and the families of transplant recipients.
Executive summary –
This project will encompass all the aspects of integrated marketing communications in order
to successfully promote, plan and hold a charity event. I will conduct a SWOT analysis of the
event. I will lay out the IMC strategy that I will use in order to promote the event. The
charity of my choice is the Irish Heart and Lung transplant association. The event will be a
Dodge ball tournament where teams of 8 people will battle for first prize (to be decided)
which will be given by our sponsor ( to be decided)

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Mission statement-
The mission of this project is to promote awareness and raise funds for the Irish Heart and
Lung transplant association by using integrated marketing communications to promote a
charity Dodge ball tournament.
Situational analysis-
Micro- Customers- The customers of this event will be a mixtures of IADT students has the
event will be advertised around the college by signs. Also family and friends will be used to
spread the word and encouraged to build teams. Social networking sites such as Facebook
and twitter will be used to build an online audience and generate hype. A minimum of 48
people or 6 groups of 8 will be needed in order of the event to be a success. Competitors-
The competitors for this event are other charity events that are being held at the same time.
Through are overall marketing plan we will try and build a allegiance to yours above the
others. The channels of distribution are how we as a charitable organisation will transfers
are message to the public and manage our public relations.
Macro- Political- The Government presented a new statutory definition of “Charitable
Purposes” as part of its proposed legislation on charities. Under currently existing Irish law,
Government recognition of a charity does not confer legal status on an organisation.
Government recognition has implications for a charity’s tax status, but not for the way it is
organised or structured: A charity can be a company, and a charity may occasionally engage
in for-profit activities; Charities are not all NGOs, and not all voluntary organisations are
charities; Organisations working for the common good are not necessarily charities, and
many charities pursue the interest of a small group, not necessarily society as a whole. The
Government has committed to bring order in this confusing situation.[1] Social factors-

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Charity events have become very popular in recent years and give people a chance to
participate in sporting events , meet new people and at the same time benefit a good cause.
SWOT analysis-
Strengths- The event that we held was designed to be a fun and exciting team event that
will be the first of its kind ever to take place in Ireland as the facility Jump-zone is newly
opened and the first of its kind in Europe. The sport alone will be enough to entice many
people to join the event. The Heart and Lung foundation is a very well know organisation is
publicly known to do amazing work for its members. Also the sport goes hand in hand will
lung and heart health as it is a very physically demanding sport thus being very good for the
cardio vascular system.
Weaknesses- The venue for the event will have to be purchased out of the revenue from
the ticket sales. Although we are in negotiations with the venue it is looking like up to 50%
of the revenue will go to pay for the venue. Also due to the time it takes to conduct all the
matches there wi
Opportunities- As this is the first event of its kind ever to take place in Ireland with the right
promotional strategy it’s likely to be a very popular event that can be replicated in the
future.
Threats- If the venue does not lower the price for people to take part it is likely that it could
be to be expensive and people will be less inclined to participate. Sponsors may feel the
event is too small to be willing to give prizes ect.

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Competencies-
As mentioned earlier this will be the first event of its kind ever to take place in Ireland.
Trampoline dodge ball is an exciting and diverse sport that will generate a lot of hype and
interest. After the very popular movie Dodge ball many people would be willing to try for
that reason. The fact that is a team sport people will get a chance to enter a competition
and bond with their friends and get the chance to help a good cause and have a chance to
win a good prize.
Marketing Objectives-
The objectives of this event are to raise awareness of the Heart and Lung foundation and
the work that they do. With the revenue from the ticket sales, to give a substantial donation
to them , also to raise awareness and encourage people to carry a donor card.
Target market- The main target market for this event will be I.A.D.T students which most
would fall between the A and C categories depending on their parents line of work. The
campaign will also encourage the I.A.D.T lecturers to form a team and get involved which all
into the B category under the E.U socio economic classification.
Marketing Strategy-
Segmentation- Marketing segmentation literally means the dividing the market (D. Rogan
2003). For this event the best segmentation to choose would be young fit and healthy
people ages 17 – 24. This group of people would be most likely to be willing to take part in a
physically demanding exercise. Also the campaign could also choice to try get teams from
different secondary schools to form teams and compete against rival schools.

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Targeting- Due to the small window of time in the venue perhaps the main target market
will be solely I.A.D.T students. The main source of information will be a flyer campaign
which will encourage students to join the online campaign on tweeter and Facebook.
Applicants will be asked to “share the event onto their facebook to the message can then be
spread virally.
Positioning- As aforementioned the target market that would be most receptive to our
event is young, lively, energetic students that are looking for a fun day out. This is the niche
that we are trying to fill. Due to the unique concept of the idea it should generate a lot
interest in this group compared to other charity events such as marathons etc. where a lot
of planning and preparation must go in beforehand. A viral video of people taking part in the
Trampoline dodge ball can be put on the social media campaign to demonstrate how fun
the competition will be and what is exactly involved.
Marketing Strategy-
Product- The product is a ticket which gains you access to the charity Dodge ball
tournament. This will include transport to the venue, entrance into the venue and a
donation to the heart and lung association.
Price – The price of the ticket is 10 euro and as mentioned above will include transport to
the venue, entrance into the venue and a donation to the heart and lung association. The
time cost of the project should be around an hour and a half.
Place- The tournament will take place in Sandyford industrial estate which is 10 minute
drive from IADT. Buses will be hired to transport contestants.
Promotion- There will be a Flyer campaign around IADT encouraging people who are

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interested to join the online campaign on facebook and twitter. Contestants will then be
encouraged to ‘share ‘ the event to allow for viral spreading.
IMC Objectives-
The IMC objectives for this project are to be mentioned in well-established newspapers such
as The Irish times / Independent/ Herald etc. , to raise awareness about the Irish Heart and
Lung association through advertising and online promotion and facilitate donations to the
charity. I also want the event to be mentioned in 10 radio stations. The media objectives are
too have a reach of more than 1000 people via Facebook and twitter and a click through
rate of 10%. To get the president of the association to open the event is another one of the
objectives.
Imc strategy-
Advertising-
Any paid form of non-personal communication paid for through mass media such as
Television , Radio ,Newspapers, Magazines ,Posters ,Internet( Kotler, 2006). If acquiring
sponsorship is successful to put ads in the interior of buses and darts which cost 36 and 40
euro respectively and this is done through bravo. If I was to put an ad on the radio I would
choose FM104 as 33% of 15-35 year old radio listeners listen to them. You can get a 21 spot
package from €4,305 during day time. If I was to choose to put a SCC ad in the Irish
independent it would cost €98.35 for a colour ad, If I was to put a full page colour it would
cost €36,955 which it unrealistic in terms of my budget.

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PR-
Through the PR campaign I plan to have various press releases by journalist is magazines
and newspapers as well as online via blogs etc. I will use online monitoring tools such as
Google Analytics or Klout. The aim objective of the PR campaign is to raise awareness of the
event and the charity its self. I will utilise all type of social media setting up a Facebook
group , Twitter account and blog site such as blogger. I will also make a YouTube
promotional video that will be linked to all sites.
Sales promotion-Activity &/or material that acts as direct inducement offering added value
or incentive to buy the product for resellers, salespeople or consumers (- all promotion
activities not personal selling, direct market, pubic relations) Dibb et al. (2006) Ch. 17. The
primary sales promotion tool I will utilise is flyers around IADT. The sales promotion I will
use is that if a team sign up together and buy tickets (8 people) the person who starts team
(captain) goes free. Another incentive that will get people interested is the prize if they win
e.g. an IPhone or group prize like 20 euro vouchers each. Every person participating will also
get a free T-shirt. Also everyone will receive a donor card which will be good for the charity
also.
Sponsorship-
Financial or material support of an event, activity, person, organisation or product by an
unrelated organisation or donorfor organising or performance of a specified event or
activity in return for communication opportunities with a commercial purpose DSPF. Due to
the dynamic nature of this sporting charity event I would think it suitable for it to be
sponsored by a brand that shares its same ideals such as Lucozade, Eleverys sports or
Champion sports in turn for prizes and a nominal amount of financial support there logo will

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go on every advert and name will appear in the title eg Lucozade Dodge ball tournament
2012.
Direct marketing-
Direct Marketing is an interactive system of marketing which uses one or more advertising
media to effect measurable response and or transaction at any location. (U.S. Direct
Marketing Association). The direct marketing that I want to include is a direct email
explaining the event to all students of I.a.d.t via the student emails. I also want to include a
direct response advertising campaign where the flyers / advertising has my number on it
and applicants are encouraged to phone me and book and slot for their team. With regards
to social media I will use all of the main sites, Facebook, Twitter, Blogger etc. Applicants will
be able to register for the competition online and there will be daily postings on how the
competition is growing and its activities etc. I will also register the charity on mycharity.ie
and people will be able to donate money online and this will help raise awareness about the
cause.
Implementation issues-
First and foremost acquiring the venue it’s the primary concern as the trampoline centre is
the unique selling point for the whole event. It is important to negotiate a deal with the
owner so that we can have enough money for organising, advertising and the buses to bring
people to the event. It costs 10 euro per hour for a normal person to enter “jump zone“ for
an hour we are looking for the owner to bring that down to 5 or less so that we can get
buses, and also have money left over to give the Irish heart and lung transplant foundation.
We must get approval from the charity so that we are legitimate ambassadors for the
association.

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Budget-
The projected attendance is a minimum of 48 and a maximum of 64. At 10 euro per ticket
that’s projected revenue of 480 to 640. The venue will take half the money or 5 euro per
ticket if the price cannot be negotiated any better. That leaves 240- 320 euro left over then
to take into account for buses which could be 3 euro per person. Depending weather we get
sponsorship or not the participants may have to pay themselves or make their own way. If
sponsorship is received then the plan is to make the competition much bigger and advertise
it much more. The competition will have as many as 100 people and be run over a four hour
period with a very enticing first prize possibly cash. The free T-shirts will cost approximately
2 euro each to make and at 50 – 100 people that is 200 euro that must be accounted for as
well.
Future research-
To research the event I am going to use surveys and interviews after the event to find out-
what people thought of the event and What they would like in the future. I plan to use
focus groups before to think of ways to better the event. In the journal articles referenced
below there is secondary research conducted by (Kevin Filo , D. Funk, D. B Brien 2009) about
how to build attachment with the event and insure that people get meaning from the event.
Time scale-
The event is planned to be held between the 3rd to the 8th of March. The event itself will
only take one hour plus 15 minutes each way for travel. The campaign to promote the event
will start one month before the event day to give enough time to raise awareness and get
participants.

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References
http://www.ihlta.com/
http://www.dochas.ie/pages/resources/documents/charities_regulation_briefing.pdf [date
accessed 26/11/12]
http://www.medialive2.com/television/rate-cards/rte-television.html
http://www.asai.ie
Donal Rogers 2003 Marketing: An introduction for Irish Students, Second edition Gill and
MacMillan Ltd. Dublin
Dibb, S., Simkin, L., Pride, W. and Ferrell, O. (2012) Marketing Concepts and Strategies, 6th
European Edition, Boston: Houghton Mifflin Company.
Marketing : An Introduction by Gary Armstrong and Philip Kotler (2006, Paperback,
Revised)(no reference in slide)
Future References
-The Meaning Behind Attachment ; Exploring Camaraderie, Cause,and Competency at a
Charity Sport Event- (Kevin Filo , D. Funk, D. B Brien 2009)
-Motivations for participating in charity-affiliated sporting events (R. Bennett, W. Mousley,
P. Kitchin 2009)
-A Typology of Charity Support Behaviour’s: Toward a Holistic View of Helping (J. Peloza ,D.
N. Hassay 2007)
-The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport
Events Kevin Filo, Daniel Funk, and Danny O'Brien

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Sample flyer