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Transcript of Integrated Marketing Communications Plan Prepared by Digital Marketing Guerilla Marketing Direct...

  • Integrated Marketing Communications Plan

    Prepared by:

    Greg Roberts

    Reata Brannaman

    Zach Merrill

    Kendrick Wilson

    Shelby Schwendeman

  • Executive Summary

    Established in 2016 by Eric Sterkel and a Montana State University integrated marketing

    communications team; SomeWear is a local Bozeman, MT brand that is a unique avenue for

    consumers to show their local pride and self-expression. SomeWear allows individuals to

    express themselves through local representative apparel and a unique recognizable brand image

    that allows consumers to show who they are and what they love. Not only do we want the

    SomeWear brand to just be an apparel brand, we want the SomeWear brand to be an image that

    has a viral effect on its target market and be an image that is relatable to people around the

    country that have a love for not only Montana, but wherever their SomeWear might be. The five

    step integrated marketing communications plan will allow SomeWear to fully analyze its

    environment as well as threats and opportunities. In developing our Integrated Marketing

    Communications (IMC) plan, we set marketing goals, business goals as well as several

    marketing communications goals for SomeWear that would help develop the business into the

    unique brand that it is. Our marketing and marketing communications goals are to create a brand

    image, increase brand awareness, and to increase consumer engagement. When creating our

    specific strategies and tactics to be implemented, we came up with individual tactics that are

    directly related to achieving the corresponding marketing and marketing communications goals.

    Next, the measurement and evaluation methods for each strategy are demonstrated to ensure the

    success, growth, and world domination for SomeWear. We have included a short description of

    each section of our integrated marketing communications plan as follows.

    Situation Analysis

    After analyzing SomeWear’s strengths and weaknesses through primary and secondary data, we

    were able to discover SomeWear’s opportunities and threats. Due to SomeWear being a startup

    company, we researched the known competitors of the SomeWear brand and various trials and

    tribulations that we will have to overcome. Also, we analyzed the current market for SomeWear

    and what areas we will focus our attention to.

    Goals & Audience

    This section of our integrated marketing communication plan allows us to provide SomeWear

    with business goals, marketing goals and marketing communications goals. Once our goals were

    set, we used an eight-step market segmentation process where we found the perfect SomeWear

    audience. Each audience segment is described in detail on who they are and why they need

    SomeWear.

    Positioning & Key Messages

    After discovering SomeWear’s goals and desired audience, we were able to provide SomeWear

    with a positioning statement and Key Messages. The Positioning statement represents what they

    want their brand to represent while the key messages exemplify what the company is and how it

    stands out from the competition. Examples of each key message is provided in detail.

    Strategies & Tactics

    Each marketing and marketing communications goal has at least three strategies with specific

    tactics to achieve the goal. The following list shows our strategies throughout all three marketing

    and marketing communications goals:

  •  Graphic Design

     Outdoor Advertising

     Co-branding

     Event Marketing

     Sweepstakes/Competitions

     Digital Marketing

     Guerilla Marketing

     Direct Marketing

     Public Relations

     Sponsorships

    Measurement & Evaluation

    The final section of SomeWear’s integrated marketing communications plan is to measure each

    strategy and its related tactics to ensure that they are accomplishing SomeWear’s marketing and

    marketing communications goals. A detailed list of quantitative and qualitative measurement

    analyses will be provided along with a budget plan and schedule.

  • Table of Contents

    Situation Analysis…………………………………………………………………………………1

    Goals and Audience……………………………………………………………………………….9

    Positioning and Key Messages………………………………………………………………… 18

    Strategies and Tactics……………………………………………………………………………21

    Measurement and Evaluation…………………………………………………………………….30

    Conclusion……………………………………………………………………………………… 36

    References………………………………………………………………………………..………37

    Appendix……………………………………... …………………………………………………39

  • 1

    Situation Analysis

    A situation analysis is the examination of the history, background, environment,

    strengths/weaknesses, opportunities/threats, assumptions, and other pertinent information derived

    from the business plan and the marketing plan of a company. The situation analysis for Rep Your

    Code will provide information about the current market, competition, and the strategic analysis

    of where and what Rep Your Code is along with opportunities for future growth.

    Company History

    The brainchild of cousins Eric Sterkel and Dave Morrison, Rep Your Code (RYC) was founded

    in 2015 in Bozeman, MT, to make and sell Montana-themed apparel. Sterkel is the owner of five

    Bozeman companies including Insight Creative Business Solutions, a business brand marketing

    and advertising company, which is his most prominent firm. Morrison is the owner of 406

    Construction in Bozeman. Insight Creative Business Solutions helped develop Montana-themed

    designs for an apparel start-up based in Helena. The designs eventually inspired the fourOsix

    clothing brand, a popular statewide brand specializing in Montana-themed apparel and

    accessories.

    After realizing the existing demand and potential market for

    Montana-themed products, Sterkel and Morrison combined forces to

    create a limited liability company (LLC) named Rep Your Code,

    which is in direct competition with fourOsix. Eric focuses his time on

    delegating while Dave focuses on sales. Both Eric and Dave are

    involved in their other business responsibilities and do not have the

    time to fully commit to creating the brand they both envision for

    RYC.

    Organizational Mission and Core Competencies

    At the moment RYC does not have formal mission statement or key

    messages. RYC’s core competency lies in the Montana-themed

    designs it creates.

    Industry Analysis and Research

    The apparel industry is an incredibly expansive market, without segmenting the products towards

    specific markets it covers virtually every consumer segment, population, and demographic. In

    the United States, the apparel industry produces roughly $225 billion in revenue per year, as of

    2012 (Statista, 2012). Allocating this $225 billion is difficult because of the amount of variables

    that influence a consumer’s apparel purchase decisions. With the ever growing and immensely

    large selection of styles and brands, it becomes even more difficult to precisely define the

    consumers of a broad style. This means it is easier to define the narrow market of a single brand

    rather than a collective market. So while we are aware that the collective apparel market is worth

    a massive $225 billion, the micro-market we will concentrate on will be a specific micro-

    segment of the overall apparel industry. There are several industry wide segments that categorize

    the characteristics of our consumers. While there are age and gender related segments, there are

    also geographical and behavioral segmentations (Clow, Baack, 2015). RYC falls under the

  • 2

    lifestyle and behavioral segmentation. Explained further in our Customer Segmentation

    section.

    Generation Y, also known the Millennial Generation, is an important market for branded lifestyle

    apparel. According Shopper Typology, “[Generation Y is a] quality conscious, brand

    conscious, novelty seeking, hedonistic, confused by over choice, habitual, brand loyal, and

    fashion conscious shopper typologies.” (Dhurup, Manillall, Mafini, 2014). Because we will be

    directing a large amount of focus towards generation Y, we will keep these consumer qualities in

    mind when designing our brand position and message. Our market share will not be in relation to

    the industry value of $225 billion, instead it will be in relation to competitors who either

    currently or will occupy a similar market position as RYC. There are several competitors whom

    have been operating in Montana for several years, th