Module 8 Discussion

Discussion: Developing an IMC Plan

While Maddie, Tess and Chris wrap things up with Elder Care let’s get you and your classmates started
on this week’s discussion. You’ve already done the groundwork with the exercise in the scenario – now
we are going to expand on what you’ve already done.
You will be playing the role of the marketing director for either EnviroCamp or Madison Pet Foods and
targeting the consumer segment you selected earlier. You MUST use the combination of firm and
segment that you have already selected. You will be developing an IMC proposal for the firm and target
audience you selected. Remember that Maddie recapped some of the important things to consider
when you develop an IMC plan, including objectives, segmentation, branding and integrating different
parts of promotion into your strategy.
Begin by telling your client what you hope to achieve with your IMC plan – these are your objectives –
be sure they are SMART. Then, select at least three of the types of media listed in the scenario exercise.
You do NOT have to use the same ones you selected originally, but you do need to stay in the same
budget. Here they are below.
Advertising
Personal selling
Pricing
Social media
Sales promotion
Brand image
Direct marketing
Dog bone
Public relations
Guerilla marketing
For each of the three, describe in detail what you will present to your client, including the theme of your
message, which execution technique (slice of life, demonstration. etc) you will use and if you plan to use
an emotional or cognitive approach to reach the consumer. For at least ONE of your media types, you
must provide your client with a visual of some type, such as PowerPoint mockup of your ad or billboard,
a screen shot your social media page or a storyboard.
Remember your initial post is due Thursday.
For your responses, play the role of the client and give them feedback, which might include questions,
regarding their proposal. As usual, your initial post is expected to be at least 350 words and college level
writing is expected.
Module 8 Discussion EnviroCamp
posted Oct 10, 2019 2:14 PM
Subscribed
Greetings, My Name is --------------------- I am the Marketing Director here at EnviroCamp our target
segment is Savvy Seniors. The U.S. Census Bureau reports that in 2017 more than 2.5 million
grandparents report that they are responsible for their grandchildren. This leaves EnviroCamp with the
perfect opportunity to capture and market to this group as well as the others but with a focus on the
Savvy Senior group.
               The objective for EnviroCamp is to increase membership in the camp by the start of next Camp
season. Our goal is to increase membership by 200% within the next 2years. We will accomplish this by
aggressively advertising to the segment group. Local TV commercials, Direct marketing (Mail/Email),
Social Media. TV commercials around local news-times would be the best time to catch our target
segment. Direct marketing will evolve sending out postcards with advertising on it about EnviroCamp
and Email with advertising in it about the camp. Social Media will evolve popular sites like Facebook and
Twitter banner advertisements with links to the EnviroCamp website.
               TV commercials will capture about 70% of the target group. Our Savvy Seniors like to stay
abreast of what is going on in the local area. Targeting them with commercials that show the caring
seniors picking young kids up from school and talking with them about the school day. It will also have
the seniors dropping them off at EnviroCamp and showing how the kids playing and learning about
environmental safety. Then the kids being picked up by the seniors and kids excitedly telling the seniors
about what they learned and loved about that day at camp. This should accomplish the camp goal of
promoting the environmental goals of saving the planet while teaching the children and seniors through
the children.
               Direct marketing through mail and email. Through the use of public records and data search
engines. We will locate local seniors with grandchildren in the age range for the camp and target them
with postcard-like mail. The postcards will have some sort of nature scene on it with depicted pictures
on it of kids learning about nature at the camp with huge smiles on their faces in the fresh air and sun
shining down on them. This postcard will have the web address on it and the phone number for more
information about the camp. The emails will have depictions just like the postcard but will have web
address links to connect people directly to our web site.
               Social media we will buy adds on Facebook and Twitter. This will be a banner ad that will have
nature conservation theme on it with kids being educated and having fun with camp counselors. This
will also be a chance to offer a discount if people “Like us on Facebook or Twitter” The camp would offer
a 10% off the camp fee. Sharing us with their network of friends and family promotes our camp and will
help more people become aware of the true cause of protecting the environment.
Mock Up of add on Facebook.