This document outlines an integrated marketing strategy for CHK Partnership. It includes a SWOT analysis, objectives for lead generation and brand awareness, and specific campaign ideas across various marketing channels both online and offline. A budget plan allocates funds towards lead generation and brand awareness over time. Recommendations include improving SEO, sponsored events and articles. The conclusions state that hiring a digital marketing professional would help achieve the objectives and allow CHK Partnership to benefit from an elevated brand profile.

1. INTEGRATED
MARKETING
STRATEGY
MARIA FERNANDA GONZALEZ
AMANDA DE LEMOS GOULART
KATIE WHELAN
JENNIFER CONRADIE
www.chk.ie
C H K P A R T N E R S H I P

2. TABLE OF CONTENTS
SWOT Analysis
Specific Campaign Ideas
1.
2.
2.1 Lead Generation
2.2 Brand Awareness
3. Integrated Marketing Plan
4. Primary Research
5. Recommendations
6. Conclusions
C H K P A R T N E R S H I P

3. SWOT ANALYSIS
STRENGTHS
Convenient location.
Past clients came from "word-of- mouth"
High-quality services and fast response.
WEAKNESSES
Low online and offline visibility.
Lack of brand awareness.
Lack of integrated marketing
strategy.
OPPORTUNITIES
Create online authority by producing
high-quality content.
Generate content (video marketing) to
attract new customers and build trust
THREATS
The existing client base is established a
long time ago and the company needs to
source new ones.
Competitor's digital marketing strategies
might attract CHK's potential clients.
C H K P A R T N E R S H I P

4. LEAD
GENERATION
BRAND
AWARENESS
C H K P A R T N E R S H I P
OBJECTIVE 1
OBJECTIVE 2
SPECIFIC CAMPAIGN IDEAS

5. SPECIFIC OBJECTIVE
In the short term (3-6 months)
Generate 10 leads per month
Providing free educational tools for
SMEs.
LEAD GENERATION
CAMPAIGN
Relevant content to the target market
Inform individuals that CHK has
extensive expertise in the industry and
the know-how to impulse business
growth.

6. BRAND AWARENESS
CAMPAIGN
"Feel Confident About Your Accounts"
Story-driven and relatable to business
owners.
C H K P A R T N E R S H I P
SPECIFIC OBJECTIVES
Build brand awareness over the next two
years
Targeting local SMEs and start-up
businesses
Online and offline marketing plan.

7. INTEGRATED
MARKETING PLAN
C H K P A R T N E R S H I P

8. MARKETING CHANNELS
Search Ads
Display Ads
LinkedIn Ads E-mail Marketing
C H K P A R T N E R S H I P
LEAD GENERATION

9. LINKEDIN ADS
Primary research: business owners
choose accounting firms based on
reputation, recommendation and
expertise.
Educational content from CHK
Partnership will be provided with a
free e-book.
In return: contact details for future
follow-up activities.
Target by location and job titles
KPIs: impressions, click-through
rate & downloads
Budget: €1,400 (July/August)
LinkedIn Ad LinkedIn
Pre-filled form
C H K P A R T N E R S H I P

10. DISPLAY ADS
Target potential customers
while browsing websites
(finance, accounting,
business)
Download free e-book
In exchange for contact
details
KPIs: impressions, click-
through rate & downloads
Budget: €800 (July/August)
Display
Ads
Landing Page
(Contact form)
C H K P A R T N E R S H I P

11. E-MAIL MARKETING
Leads nurturing email
Send to email database of
prospective and existing
customers
Demonstrate the company's
expertise through content
Webinars, instructional content
news, CHK services
Budget: € 123 for a year of
platform membership.
E-mail marketing
(Webinar invitation)
C H K P A R T N E R S H I P

12. SEARCH ADS
Initial campaign focused
on CHK services
Keywords selected as
the target audience
would search
Campaign for two
months
Budget: €300 per month
C H K P A R T N E R S H I P

13. MARKETING CHANNELS
BRAND AWARENESS
Short Term
Organic Media YouTube Advertising OOH
C H K P A R T N E R S H I P

14. SOCIAL MEDIA
Organic Media

15. SOCIAL MEDIA
Organic Media
C H K P A R T N E R S H I P
Budget of €1250 to cover video
production and content
creation.
Educational content targeting
SMEs located in Cork, Ireland
KPI's: Reach, engagement and
increase in followers

16. YOUTUBE ADVERTISING
C H K P A R T N E R S H I P

17. YOUTUBE ADVERTISING
C H K P A R T N E R S H I P

18. OOH ADVERTISING
Bus Shelters
C H K P A R T N E R S H I P
Budget of €946
Run 4 weeks (19th
Sept- 16th Oct.
Target SMEs and
start-up
businesses in Cork
City.
KPI's: Reach, QR
code scans

19. OOH ADVERTISING
Bus Shelters
C H K P A R T N E R S H I P
Budget of €946
Run 4 weeks (19th
Sept- 16th Oct.
Target SMEs and
start-up
businesses in Cork
City.
KPI's: Reach, QR
code scans

20. MARKETING CHANNELS
BRAND AWARENESS
Long Term
Organic Media
Sponsored Newspaper
Article Sponsored Event
C H K P A R T N E R S H I P

21. MARKETING CHANNELS
BRAND AWARENESS
Sponsored Event
C H K P A R T N E R S H I P

22. MARKETING CHANNELS
BRAND AWARENESS
Sponsored Newspaper Article
C H K P A R T N E R S H I P

23. PRIMARY
RESEARCH
What type of Advertising
campaign elements for accounting
services would capture your
attention?
C H K P A R T N E R S H I P

24. PRIMARY
RESEARCH
If you had to pick up a company
to manage your accounting and
financial services, what aspects
would influence your decision?
C H K P A R T N E R S H I P
Recommendation.
25%
Reputation
25%
Expertise
25%
Locality
16.7%
Cost
8.3%

25. BUDGET PLAN
TOTAL SPEND €9,369
Brand Awareness
€5,696
Lead Generation
€3,673
C H K P A R T N E R S H I P
Organic activities:
Instagram, LinkedIn
& Press Release
Organic activities:
Zoom (Webinars)

26. BUDGET PLAN
C H K P A R T N E R S H I P

27. RECOMMENDATIONS
SEO
Improve the website's
ranking in search engines to
attract qualified leads who
are actively looking for
finance and accounting-
related subjects.
Upload 1 blog post per month
for generating brand
awareness and increasing
traffic to website.
(Medium to Long-term
results)
C H K P A R T N E R S H I P
SPONSORED
EVENTS
In year two and beyond,
CHK can further consider
opportunities for
sponsorship of relevant
events or charitable
causes.
Send press releases to
print & digital media to
raise brand awareness and
profile.
SPONSORED
NEWSPAPER
ARTICLES
Hosted on Echolive.ie with
a video & up to 10 images
·Promotion: Targeted
contextually and by
audience with traffic
drivers to article page.
Two week campaigns
January & September '23

28. CONCLUSIONS
CHK Partnership will require the services of a digital marketing professional in
order to achieve the objectives set out in this plan.
The plan aims to achieve lead generation and brand awareness objectives for
the short & medium term, with longer term recommendations.
The campaign for CHK Partnership will allow the company to benefit from an
elevated brand profile in Cork city and the greater Cork area, resulting in
increased business and customer advocacy for their services.
C H K P A R T N E R S H I P

29. THANK
YOU
C H K P A R T N E R S H I P