IMC (Integrated Marketing Communication): This was a semester, collaborative project done for our marketing communication class for the communication department at Cabrini University. The objective was to create ways for students to attend Cabrini by choosing a specific target audience, message, and media.

1. Milestone 5:
IMC Plan & Sample Elements
Nicole Sokolovich, Ashley Lodise, Gemma Pasewicz, Leonard
Brock

2. Buyer Persona -Michael
Background:
- Caucasian
- From Philadelphia
- Mid-level Income
Goals/Aspirations:
- Journalism
- Hands on experience
- Honor roll
- Make social justice changes
and awareness through his
work.
Challenges/Problems:
- Financial Aid
Hobbies/Interests:
- Politics
- Social media
- Social justice
- Attending sports games
Things that are important to him:
- Using his knowledge and the resources
given to him to make a change.
- Wants to work for companies that are
avid about social justice.
Likely Objections:
- Tuition (“College is too
expensive”)
Biggest Fears:
- Juggling work and school
Media Consumed:
- Youtube
- Snapchat
- Twitter

3. Communication Objectives
● Think: Michael will know that he is coming to a university that is
technologically savvy and hands-on from day one.
● Feel: Michael will feel like he will accomplish a lot in his time at
cabrini. His passions will really come to life.
● Do: from day 1 at cabrini michael learned to say yes to everything.
During michael’s time at cabrini he will do everything he possibly
can. From joining clubs, the COM lc, taking com classes, and being
a part of the community, michael will do just about everything.

4. Unique Selling Proposition
● Our USP/Key Customer Benefit:
○ speak for social justice. work with passion.
○ Michael is very passionate about social justice issues. Through his work at cabrini in the
communication department, michael is able to speak for social justice and work with passion. A big
selling point for michael is the com lc which introduces an ecg 100 class that is avid about social
justice issues. Michael looks forward to taking the ecg 200 class which will allow him to be hands on
during his sophomore year at cabrini.
○ This tagline speaks to michael because he has always been ardent about social justice and is dedicated
to completing all of his work on time and correctly.

5. Creative Strategy and ad Execution
Appeal: Mix of Rational and Emotional
● Rational:
○ Michael is interested in the cutting edge education in cabrini
communication and the equipment he is able to use from day
one.
● Emotional:
○ Michael is passionate about feeding his soul in his work at

6. Integrated marketing
Communication plan

7. Young’s Consumer Pathway

8. Awareness - Our Recommendations
● Advertising - brochure distributed to local high schools
● Advertising - thinglink

9. Involvement - Our Recommendations
● Event Marketing - a walk for awareness on a social justice issue
● Direct Marketing -” Freshman blog” on loquitur

10. Active Consideration - Our Recommendation
● Direct Marketing - email GIF
● Advertising/Social Media - infographic on the Cabrini COM website

11. Purchase - Our Recommendation
● Event Marketing/Direct Marketing - Freshmen COM meet and mingle
● Direct Marketing - Newsletter emailed to home address

12. Consumption - Our Recommendation
● Event Marketing - Comcast day
● Social Media - Snapchat geotag filter

13. Relationship Building - Our Recommendation
● Direct Marketing - Email
● Social Media - #CommittedToCabriniCom

14. Advocacy - Our Recommendation
● Social media/Sales Promotion - #SnapCOM17
● Advertising- MCOML ( Males in COM Leadership)
● Social Media - Ten photos of their best posts on instagram

15. IMC Elements

16. Brochure
● The brochure will be for guidance counselors
offices in local high schools. When a
prospective student goes to seek help on what
college they should go to, the guidance
counselor will hand them the brochure that
will have all the information the student
will need to know.

17. Snapchat Filter
● Michael is an avid Snapchat user so by
creating this filter Michael will be able to
keep using Snapchat for fun while also
promoting the COM department by using
this filter to show his friends what he has
been able to accomplish in the first
semester of his freshman year.
● Price - $5 a month per 20,000 square feet

18. Thinglink: Awareness example
PHOTO VIDEO JOURNALISM RADIO

19. Twitter: Relationship building example
● Our Persona uses social media in his everyday life. Making it an incentive to use social
media is a good idea to get the word out about students being involved & loving the
department
● 5 likes/or retweets = Pen
● 10 likes/or retweets =
Lanyard
● 15 likes/or retweets =
Mug/Cup
● 20 likes/or retweets = T-shirt

20. IMC Summary
● The Brochure will be put in local schools to promote the COM department and what it has
to offer. When students go to guidance offices seeking help applying to college they will
see the brochure and know all the information they need.
● The Snapchat Geotag will get students already involved in the COM department to promote
the department to prospective students. The COM Department can add those pictures to
their story and people can screenshot pictures to share on other social media.

21. Questions?