S.T.U.D.E.N.T Life is a marketing company located in Austin, Texas that aims to increase awareness of its benefits to customers. It will use college radio advertisements, word-of-mouth promotion through a street team, and mobile marketing on Snapchat. The marketing strategy targets the University of Texas campus and has objectives to reach 1,500 customers in 2 months, increase talent signups by 50% in 6 months, and boost advertisements within 12 months. S.T.U.D.E.N.T Life will partner with KVRX 91.7 FM, a student-run radio station, through underwriting spots and contests to promote the business. The total marketing budget

1. IMC Plan 1
IMC Strategy
Tevin Green
June 24, 2018
Full Sail University
Music Business Marketing

2. IMC Plan 2
Integrated Marketing Communications Strategy
Marketing Objectives
 To reach 1,500 customers in 2 months.
 To increase talent, sign up by 50% in 6 months.
 To increase advertisement within 12 months.
Marketing Tactics
S.T.U.D.E.N.T Life has completed a marketing strategy that will increase the awareness
of the companies benefits to its customers. It will use the tactics of college radio advertisement,
the use of word of mouth, and mobile marketing. S.T.U.D.E.N.T Life will be located in Austin,
Texas as it is the music capitol of Texas and home to South by South West. Austin is also home
to the University of Texas, and you will find Austin musicians at clubs, coffeehouses, bars,
taquerias, auditoriums, and concert halls; as Austin has more than 250 live music venues
(Morthland, 2018). S.T.U.D.E.N.T Life will partner with KVRX 91.7 FM, place a street team on
the college campus, and also use snapchat to market the business.
KVRX 91.7 FM, is a student-run radio station at the University of Texas in Austin
(KVRX, 2018). S.T.U.D.E.N.T Life will be in partnership with the Student Radio Task Force
(SRTF) to help spread the awareness of the business. The SRTF serves as a source of campus
information for students, faculty and staff as well as an outlet for alternative programming
unavailable in the Austin market (KVPRX, 2018). Although KVRX-FM is commercial-free,
S.T.U.D.E.N.T Life will pursue promotional opportunities with the station via corporate
sponsorship. The radio station accepts donations and allows local businesses to enter into

3. IMC Plan 3
underwriting contracts, which allows local businesses name to be mentioned every hour at the
top of the hour, to a full 60-second recorded spot produced in-house with the client’s script and
approval (KVRX, 2018). S.T.U.D.E.N.T Life will be creating a 30-second recorded spot on the
radio station for its customers to hear.
S.T.U.D.E.N.T Life will consist of different promotional strategizes. It will be mainly
using the push strategy to help advance business. It will be holding contest for the best artist and
best poet. Merchandise will be given away at times, along with discounts on products.
Promotions will not just be in the building, but outside as well, as S.T.U.D.E.N.T Life will create
fun activities for its customers to interact in as well. S.T.U.D.E.N.T Life will utilize its street
team to spread the word about its products and services. Snapchat will be utilized to create the
fun activities for the customers, and for the artists or poets that will perform that day.
S.T.U.D.E.N.T Life will put up flyers around the campus to create awareness, as well as public
speak to inform the students about the seriousness of mental illnesses due to the stresses of life
on campus.
S.T.U.D.E.N.T Life will create a brochure to inform its customers about the businesses,
products, services, and benefits. The brochure will state the company’s value proposition, as well
as its location, time of operation, and contact information. The brochure will be distributed
through the street team, as well as sent through the mail to students who live in apartments that
has a partnership with the University of Texas housing department. The street team will also be
handing out business cards with information on the company’s podcast. The podcast will be
designed to inform students about the different tactics that can be used to live a stress-free
campus life.

4. IMC Plan 4
S.T.U.D.E.N.T Life has set a budget for its advertisement cost. The company will spend
$160 a month for the print out of 500 flyers, which rounds up to $2,000 a year (Aland, 2017).
For the cost of Direct Mail Marketing S.T.U.D.E.N.T Life will spend $204 a month, which
rounds up to $2,500 a year (Bruce, 2017). Vista Print will print out 10,000 business cards for
$200 (Vista Print, 2018). S.T.U.D.E.N.T Life plans to donate $500 a month to the radio station,
which will come out to be $6,000. The cost for this advertisement is $10,000, but the company
will budget at $15,000. The company will also, give away free coffee to its customers as a sales
promotion. This will create buzz for the company and will allow its customers to enjoy live
music and poetry while relaxing.

5. IMC Plan 5
References
Aland, M. (2017, September 5). How to Create Business Flyers ? Printing, Costs, Design, &
More! Retrieved from https://fitsmallbusiness.com/business-flyers/
Bruce, J. (2017, July 31). How Much Does Direct Mail Marketing Cost? Retrieved from
http://www.mediaspacesolutions.com/blog/how-much-does-direct-mail-marketing-cost
Gaebler. (2015). Advertising on KVRX - Radio Advertising Costs - KVRX-FM - 91.7 FM -
Austin, Texas. Retrieved from http://www.gaebler.com/KVRX-FM-TX-Radio-
Advertising-Costs++17955
KVRX. (2018). Austin 91.7 FM | About Us | KVRX. Retrieved from http://www.kvrx.org/kvrx-
917-austin-about-us
Morthland, J. (2018). Austin Concerts and Music Scene | Find Live Shows, Bands and Venues.
Retrieved from https://www.austintexas.org/music-scene/
VistaPrint. (2018). Standard Business Cards. Retrieved from
https://www.vistaprint.com/business-
cards/standard?couponAutoload=1&GP=06%2f24%2f2018+04%3a31%3a36&GPS=50
88593172&GNF=0