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Integrated Marketing Communication Campaign


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Integrated Marketing Communication Campaign Pitch Group Project- GMU Spring 2010 COMM 375 with Professor Dickerson

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Integrated Marketing Communication Campaign

  1. 1. Integrated Market Communication Plan | Spring 2010 Angela Giles | Angela Neeb | Claire Berlin Jermey Doxer | Madalyn Jamison | Michael McGrath
  2. 2. Introduction <ul><li>Why we are here </li></ul><ul><li>Who we are </li></ul>
  3. 3. Corporate Image Strategy <ul><li>Product design </li></ul><ul><li>Food Allergy Awareness Network </li></ul><ul><li>Target Consumer </li></ul><ul><li>Celebrity Endorsement </li></ul>
  4. 5. Situational Analysis <ul><li>Allermate </li></ul><ul><li>Product: Portable Food Allergen Testing System </li></ul><ul><li>Target Audiences </li></ul><ul><li>“ Green” Technology </li></ul><ul><li>Consumer Promise </li></ul>
  5. 6. Product Evaluation <ul><li>Competition </li></ul><ul><li>Competitive Advantage </li></ul><ul><li>FDA Approval Process </li></ul>
  6. 7. Communication Objectives
  7. 8. Public Relations Strategy <ul><li>Two Phases: </li></ul><ul><ul><li>Pre-FDA approval </li></ul></ul><ul><ul><ul><li>Spokesperson </li></ul></ul></ul><ul><ul><ul><li>Expert panel </li></ul></ul></ul><ul><ul><li>Post-FDA approval </li></ul></ul><ul><ul><ul><li>SEO Plan </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Serena Williams </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul>
  8. 9. Marketing Strategies/Goals <ul><li>Increase product awareness/knowledge </li></ul><ul><ul><li>Inform target audiences about Allermate </li></ul></ul><ul><ul><li>Decrease buying resistance </li></ul></ul>
  9. 10. Marketing Tactics <ul><li>Allermate Assistance program </li></ul><ul><li>Online Membership </li></ul><ul><li>Google AdWords </li></ul><ul><li>Internet, Magazine, Television advertising </li></ul>
  10. 11. Media Recommendations <ul><li>Print Media </li></ul><ul><li>Online Media </li></ul><ul><li>Tradeshows </li></ul><ul><li>Television </li></ul>
  11. 21. Performance Evaluation <ul><li>Online consumer survey results </li></ul><ul><li>Online feedback from ALLERMATE forum </li></ul><ul><li>Sub-contract for third-party campaign effectiveness audit </li></ul>
  12. 22. Budget
  13. 23. Conclusion