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INTEGRATED MARKETING COMMUNICATIONS PLAN

VIEWS: 49 PAGES: 3

									INTEGRATED COMMUNICATIONS PLAN

I.Situation Analysis

    A.    The Competition
            1.   The Industry
            2.   Trends
            3.   Primary competitor
            4.   Secondary competitor

    B.    The Company/Institution
            1.   Background
            2.   Sales & share-of-market [SOM]
            3.   Communications spending & share-of-voice [SOV]
            4.   Product/institution portfolio analysis/SWOT analysis

    C.    The Customer/Prospect/Target Audience
            1.    Geographic
            2.    Demographics
            3.    Psychographics
            4.    Behavior

II.Communication Objectives and Communications Problem
    A.   Communication Objectives
    B.   Communications Problem

III. Communication Strategies
     A.  Creative Strategies
           1.     Positioning
           2.     Approach
           3.     Selling Premises/Credo
           4.     Tone and manner
           5.     Executions
     B.  Communications Mix
           1.     Advertising
           2.     Public relations activities/corporate identity/sponsorship
           3.     Sales promotion
           4.     Personal communications

IV. Advertising Program
    A.    Advertising objectives
    B.    Advertising strategies
    C.    Activity
    D.    Rationale
    E.    Payout (cost justification) Advertising objectives

 V. Public Relations Program
    A.     PR objectives
    B.     PR strategies
    C.     Activity
    D.     Rationale
    E.    Payout (cost justification)



VI. Sales Promotion Program
   A. Trade promotions
                1. Push promotion objectives
                2. Push promotion strategies
                3. Push Promotion activity
                4. Rationale
                5. Payout (cost justification)
        B. Consumer promotions
                1. Pull promotion objectives
                2. Pull promotion strategic
                3. Pull promotion activity
                4. Rationale
                5. Payout

VII.Personal Communications
    A. Objectives
    B. Strategies
    C. Activity
    D. Rationale
    E. Payout (cost justification)

VIII.      Actions Plans
   A.      Financial analysis
                 1. Demand forecasting
                 2. Contribution analysis
                 3. Method of budget allocations
   B.      Production
                 1. Production considerations
                 2. Schedule
                 3. Rationale
   C.      Media strategy
                 1. Media planning
                 2. Rationale
                 3. Media buying
                 4. Media monitoring

IX. Evaluation and Control
    A.    Pre testing/post testing
    B.    Monitoring and control
    C.    Costumer feedback/database building

								
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