PSW Communications is a major Canadian telecommunications company that provides broadband and communication services to residential and business customers. They aim to increase awareness of their small business solutions package among graphic design firms through an integrated marketing communications plan. This includes sponsoring an industry event, distributing brochures and postcards, and measuring effectiveness through returned response cards and event reception traffic. The goal is to increase awareness of small business solutions by 50% and purchase intention by 20% among the target market.

1. PSW
COMMUNICATIONS
Katie Pipe, Meaghan Poland, Kami Spasova and Tommy Weiler

2. Brand Summary
•Founded in 1880 by Charles Fleetford Sise
•Under Bell Canada Enterprises
•Major Canadian telecommunication company
•Provides comprehensive and innovative suite of
broadband communication services to residential
and business customers
• “today just got better”
• “keeping it simple for the client”

3. Product Summary
Small Business Solutions:
•Customizable package to adapt to business
•Conferencing
•Long distance
•Protection
•Wireless
•Internet

4. Main Problem and Situation
Main Problem:
•Lack of awareness regarding small business
packages
•Lack of advertising

5. SWOT:
Strengths
• Wide range of products and services
• Strong brand image
• Numerous locations across Canada

6. SWOT:
Weaknesses
• Weak brand reputation
• Customer service procedure
• Competition has better offers

7. SWOT:
Opportunities
• Constant Technological Upgrades
• Constant Security Upgrades
• Large Customer Base

8. SWOT:
Threats
• Strong Competition
•Rogers
• Technological Upgrades
• Hacking Risks

9. Target Market Analysis
Target Market:
• Graphic Design Firms
• Creative Director
• 2 or 3 junior designers

10. IMC Objectives
•The plan will increase Bells small business
solutions awareness by 50% in the graphic
design business section.
•The plan will increase Bells purchase
intention by 20% amongst non-users within
our market.

11. IMC Strategies
Public Relations: Direct Marketing:
•News Release •Brochure
•Event Sponsorship •BRC
•Press Party/Media Tour •Lift Memo
•Post Card

12. News Release
Targeted to :
• Design Editors

13. Event Sponsorship
PICA: Beyond the Un-convention
•Hosted by the GDC
•June 11th ,12th and 13th
Toronto, Ontario CA
Rogers Centre
Key-note Speaker:
Frank “ Shepard” Fairey

14. Event Sponsorship
PICA: Beyond the Un-convention
• Replica Design Boutique
•Demonstrate how Bells small
business solutions can be used
•Gift:
•Blue Sketch Pad
•Blue Memory stick
•Blue and Black sharpie fine liners
•Brochure
*press party*

15. Design Boutique
• 3 rooms:
•Lobby/Reception
•Office
•Conference room

16. Direct Mail Package
SIC-7745

17. Brochure

18. Brochure

19. Post Card

20. Business Response Card

21. Lift Memo

22. Conclusion
• Kick start the plan by sponsoring Pica:2012
•Showcase the Small Business Solutions
•Helps build awareness
•Bundles, Demonstrations and Testimonials
•Helps build targets purchase intentions
How it will be measured:
• BRC’s received back
• Receptionist book at event.

23. Sources
• https://businessapps.bell.ca/landing
• http://mobilebusiness.bell.ca/
• http://www.bce.ca/?Locale=en_US
• http://www.bell.ca/shop/Sb_Landing.page
• http://www.bell.ca/shop/Sb_viewLob.page?lobId=internet
• http://www.bell.ca/shop/Sb_viewLob.page?lobId=phone&region=ON
• http://www.bell.ca/shop/Sb_viewLob.page?lobId=television&region=ON
• http://www.bell.ca/shop/Sb_viewLob.page?lobId=website&region=ON
• http://www.csca.ryerson.ca/publications/covers/sic_codes.pdf