Integrated Marketing Communications - Research and Development Assignment

1. IMC Plan 1
IMC Plan for InstruMental Safety
Joseph W. Morningstar
Full Sail University

2. IMC Plan 2
Marketing Objectives
 InstruMental Safety has the opportunity to increase sales through a variety of
different ways. One way would be through guerilla marketing tactics that would include
employee incentives in order to sell more products. By negotiating terms with vendors, it
is possible to create contest participation. Also through grassroots marketing it is possible
for the company to advertise using a viral approach by promoting the existing online
store, and by creating a Facebook page, Twitter account, and Instagram page. The
Facebook page and Twitter account The Instagram page would be geared towards a street
team posting pictures of shows that the company has provided equipment deliveries for.
The major benefit for members of the street team would be in-store discounts free repairs.
Although discounts and free repairs may not directly increase sales, it will affect
InstruMental Safety’s customer base by assisting in the growth of the company over time
through word of mouth. The first year goal to increase sales would be to reach a gross
profit growth of thirty three percent consecutively over the course of twelve months.
 To increase brand awareness, “managing long-term customer equity plays a very
important role as an integral part of brand association in the memory of the concerned
consumers.” (Ahasanul, Momen, Sultana, Seyama, April 1, 2013) In order for the
company to manage long-term customer equity, it’s important to take action in hiring the
most suitable sales people who are capable of acquiring a customer base. By using non-
traditional mix tools mentioned previously, having a presence on the Internet and also
having a street team will contribute to the overall increase of brand awareness. The first
year goal aimed towards the increase of brand awareness is to have reached twenty
thousand views on Facebook.

3. IMC Plan 3
 To increase the company’s market share, it would be vital to execute various
marketing techniques within the first year of business. Through market segmentation, this
is achievable through “the process of dividing a large market into smaller segments of
consumers that are similar in characteristics, behavior, wants, or needs.” (Hutchison,
Paul, Macy, 2010) As for a measurable goal within the first year for increasing market
share, the company must have obtained fifteen percent of the market share, consisting of
the drummers in the area.
IMC Strategy
The company would benefit by taking advantage of lower budget promotional
mix tools that are available, including both traditional and non-traditional. One traditional
mix tool that could be utilized would be the creation of a flyer in efforts to advertise. By
personally selling the idea of what InstruMental Safety represents to club owners and
venue owners, there is potential in building relationships with management as many of
these businesses host bands on a regular basis, and some even have an in-house drums set
to accommodate drummers. Also, getting to know local drum instructors would allow
you to advertise with flyers as well, considering their constant interaction with other
drummers.
Non-traditional promotion mix tools that are plausible include the various types of
advertising on the computer. By utilizing social media sites, chances for success are
greater by opening up wider opportunities to gain clientele through potential online sales
throughout the United States. Also, by creating an online advertisement that includes our
phone number, long distant drummers are given the option of calling us for both product
support and technical support, as well as making purchases over the phone.

4. IMC Plan 4
By distributing the brochure that has been made by InstruMental Safety, it will
provide consumers with a strong visual and comprehensive understanding of what the
company is trying to convey. As the brochure is a multi-functional marketing tool, this
allows the chance to inform drummers of certain aspects that are essential in order to get
crucial knowledge into the consumer’s mind. Unlike technological marketing tools,
brochures are a physical advertisement that can be reviewed at anytime, without having
to activate any type of device.
A podcast is a non-traditional promotion mix tool that can be easily made and
with a one hundred percent ROI, as it can be made at no cost. Also, a podcast is
exceptionally useful in reaching a wider geographic. To add, podcasts can be viewed at
any time of day while also offering the creator more creative control over the content that
is being broadcasted.
With InstruMental Safety having a commercial in the making, it will work as a
strong integrated marketing communication tool. Although a commercial is a traditional
promotion mix tool and may have a lower ROI, it can reach a more specific target market
by airing on certain music channels. Lastly, by presenting viewers with a commercial, it
translates to the audience that the company has a stronger hold on the market place’s
distribution efficiency.
According to Andrew Baxter, “other local brands are using social media to boost
loyalty and customer engagement, and they are finding this delivers a strong long-term
return on investment.” (Baxter, July 19, 2013) Communicating to the designated target
market through social media sites will prove to have the highest return on investment
rate. However, the drum shop and delivery business that InstruMental Safety offers are

5. IMC Plan 5
allowed the chance to advertise in other businesses if the owner of InstruMental Safety is
able to negotiate through personal selling of the company. If the company were to invest
in flyers for advertising purposes, and 500 flyers costing $205.99 (Vistaprint, 2013), this
tool could cover the ROI within the first day of business, and from there, any revenue that
may come as a result from the flyers is pure profit at that point. Also, by printing and
distributing brochures, which can have an estimated cost of $186.99 for 500 (Vistaprint,
2013), This is another tool that could have a very quick return on investment, as even a
combined cost for both flyers and brochures could be made back from a single drum set
sale, possibly happening on the opening day. Out of all IMC tools mentioned throughout
the IMC Plan, the only ROI not being covered is the production of a website. After
researching and learning on godaddy.com how inexpensive it is to invest in a .com
domain in order to build a decent website ($7.49 a month), this too is a remarkable tool
that could have an ROI within a single day, just by selling a set of cymbals for example.
(GoDaddy Operating Company, LLC., 2013)

6. IMC Plan 6
References (pg. 1) -
Haque, A., Momen, A., Sultana, S., & Yasmin, F. (2013). Online Brand Awareness:
Determining the Relative Importance of Facebook and Other Strategies among the
Malaysian Consumers. Information Management & Business Review, 5(4), 168-174.
Retrieved on October 26, 2013 from
http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=87
965765&site=ehost-live
Hutchison, T., Paul, A., Macy, A. (2010). Record Label Marketing, 2nd Edition.
(VitalBook file). Elsevier, Inc.
Retrieved on October 26, 2013 from
http://online.vitalsource.com/books/9780240812380/page/39
Baxter, A., (July 19, 2013). Why It Pays to Join the Social Media Club, 1st Edition.
(Magazine, pg. 32). Nationwide News Pty Limited,
Retrieved on October 27, 2013 from
http://www.lexisnexis.com.oclc.fullsail.edu:81/lnacui2api/api/version1/getDocCui?oc=00
240&hnsd=f&hgn=t&lni=58XF-XXR1-JD3N-
50PP&hns=t&perma=true&hv=t&hl=t&csi=244777&secondRedirectIndicator=true

7. IMC Plan 7
References (pg. 2) -
Vistaprint.com, (2013). Brochure Printing for Business Brochures. Vistaprint,
Retrieved on October 27, 2013 from http://www.vistaprint.com/custom-
brochures.aspx?txi=14950&xnid=ContextualLeftNav_Brochures+%28linked+item%29_
Marketing+Materials_All+Products&xnav=ContextualLeftNav_Leaf_Flyers+%28linked
+item%29
Vistaprint.com, (2013). Custom Flyers & Flyer Printing for Businesses. Vistaprint,
Retrieved on October 27, 2013 from
http://www.vistaprint.com/flyers.aspx?txi=14951&xnid=ContextualLeftNav_Flyers+%28
linked+item%29_Marketing+Materials_All+Products&xnav=ContextualLeftNav_Leaf_
Brochures+%28linked+item%29
GoDaddy.com, (2013). Website Builder: Easily Create Your Own Website in Minutes.
GoDaddy Operating Company, LLC.,
Retrieved on October 27, 2013 from http://www.godaddy.com/hosting/website-

8. IMC Plan 8
builder.aspx?ci=73682&isc=iapni249a