This document provides an integrated marketing communications plan for a new wound care bandage called mediTOUCH. It includes a situation analysis with secondary research on the wound care market and target audience. Strengths, weaknesses, opportunities, and threats are analyzed. Communication objectives are outlined to create awareness, interest, knowledge, trial, and adoption of mediTOUCH. A messaging strategy and budget allocation are proposed. A media strategy involving public relations, direct marketing, promotions, interactive/internet marketing, print, and broadcast is recommended to achieve the objectives.
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IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
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For the newest version of this presentation, always go to: 4ourth.com/tppt
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For the newest version of this presentation, always go to: 4ourth.com/tppt
For the latest video version, see: 4ourth.com/tvid
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Integrated Marketing Communications Plan
1.
2. Create interest in the mediTOUCH brand among 45% of the target audience, within the first year after the IMC Plan implementation and product are launched.
3. Increase consumer knowledge of the mediTOUCH bandages’ differentiating attributes (the "technological attributes", namely accelerated healing, wound ventilation, a lack of chemicals, and product durability) to 30% of the target audience, after IMC Plan implementation and product are launched, within the first year.
4. Increase trial of the mediTOUCH bandage to 20% of the target audience, within the first year after the IMC Plan implementation and product are launched.
5.
6. What are the best avenues for contacting and communicating the target market- parents of children ages 3-15 years old?
7. When and how often do parents of children, ages 3-15 years of age, purchase bandages?
8. Are the aforementioned demographic of parents willing to pay more than the current average price of bandages for an advanced healing bandage?
9.
10. Create interest in the mediTOUCH brand among 45% of the target audience, within the first year after the IMC Plan is implemented and product are launched.
11. Increase consumer knowledge of the mediTOUCH bandages’ differentiating attributes (the "technological attributes", namely accelerated healing, wound ventilation, a lack of chemicals, and product durability) to 30% of the target audience, after IMC Plan is implemented and product are launched, within the first year.
12. Increase trial of the mediTOUCH bandage to 20% of the target audience, within the first year after the IMC Plan is implemented and product are launched.
13.
14. Social Networking sites to utilize world-of-mouth marketing at Cafémom.com, Mayasmom.com, Mothersclick.com, Mothersjunction.com, and Workitmom.com
25. Optimizing Page Text: the search engine web crawlers search only “plain text” within your webpage then match the words found on your sight with the relevance to the search made. The first paragraph of your home page is especially important to load up with keywords, and the inclusion of keywords frequently throughout all of the text will increase your websites search engine rankings.
27. Title Tag: this is the first sentence an Internet user will see when your Web site comes up in a search, and it appears in the bar across the top of your browser window. Be sure your title tag includes both keywords and a solid marketing message that will encourage users to click to your site. Start with service or product, rather than company name. For example-
30. <meta name="description" content="We specialize in web site development and online marketing"><meta name="keywords" content="web site design, online marketing, San Diego web site designer, San Diego web site development, online marketing consultant, …">
31. ALT Tags on Images: Make sure to tag each product image with text of what the image is- this is yet another opportunity to fill your site with more of the keywords that will direct internet users to your webpage as well as allowing the image to be included in image based searches.
32. Include a Site Map on your webpage. This done in two fashions, either by creating a site map tab and thereby having a whole page dedicated to the site map or the site map can be featured in the footer with links to each of the corresponding pages that make up the site map.
33. Link Popularity: the links that you have to other websites and articles is another category that search engines use when ranking your webpage.
34. Take time to build high quality links, rather than high quantity.
35. Check to see how many Web sites are already linking to you (and your competitors). This data can be found by going to www.linkpopurity.com
36. Become a content provider in your focus area, and get your articles posted across the Internet in related areas. Content providing would include the articles written on the proper healing of wounds in general, on the break through technology, the customization service available that only you provide and articles specifically talking about you products
37. Submit press releases to major news and pr services such as Google News, and PR NewsWire to further increase your link popularity. Make sure the press release is optimized for your product and service keywords
39. Ad Buys: Buy Text based ads or Links on High Traffic Sites in your industry
40. Blog/ Comment Section: by having a customer comment section on your web page it keeps the page constantly updating (which is yet another aspect of search engine ranking). Comments also help build relevant incoming links & credibility. This is especially important because of how heavily mothers rely on Word of Mouth (64%) when making purchase decisions for their children, as noted in the opening statistics of this internet section.
41. Keyword Buys: These are the “Sponsored” results that guaranteed to have top location when appearing on the search results page. Yahoo!, MSN and Google all offer pay-per-click keyword buys. Be as specific with Keyword buys as possible to be most effective. The more general the keyword, the more expensive, and the more clicks (money) wasted.APPENDIX O: Sample Advertisement to be Placed in Magazine<br />APPENDIX P: Sample Storyboard for Television Commercial Spots<br />