INTEGRATED MARKETING

COMMUNICATIONS PLAN
By: Kemiah Bundrage
OVERVIEW

ABOUT
POSITIONING STRATEGY
OBJECTIVES
TARGET AUDIENCE
CREATIVE STRATEGY
CREATIVE EXECUTION
MEDIA SCHEDULE
MEASUREMENT & EVALUATION PLAN
About Tiny Bubbles
STARTED AS A SMALL GIFT ALLOWS CUSTOMIZABLE
SHOP IN MARIETTA SQUARE BUBBLE TEAS

FOUNDED BY BRIELLE AND KNOWN FOR THEIR DELICIOUS

FELECIA GAINS (A MOTHER / BUBBLE TEAS, BUT HAVE
DAUGHTER DUO) OTHER PRODUCTS LIKE
COFFEE, HOT COCO, ICED TEA,
LOCATED IN MARIETTA &
AND DESERTS
WOODSTOCK. 
HAVE COMPETITORS: SWEET
JUST OPENED THEIR NEW HUT, COPPER COIN, POP!,
LOCATION IN THE MARIETTA KUNG FU TEA, DAILY GRIND
SQUARE MARKET
POSITIONING
STRATEGY
SWOT Analysis
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Wide variety of Sales reliant on Become a May deal with

products with a weather "destination" for "copycat"
high level of Not recognized as consumers competitors with
customization a "destination" by Growing interest in similar offerings
Online ordering consumers bubble teas Target market may
through mobile app Provide more pick other
Consistent updates environmentally competitors due to
on social media friendly options location or
High quality availability
service Competitive
advantage may not
be sustainable
Objectives IMC Objectives
Inform our target market of the various
offerings and customization options
Intrigue our target market with the
consistent use of relaxing imagery
Our main objective is Increase engagement levels with our
to increase interest consumers on social media
from our target
market. Creative Objective
Establish Tiny Bubbles as a place of
comfort
 TARGET
AUDIENCE
 Meet Skyla Bobba
Skyla lives in apartment #14201 with her two friends, Aliyah
Tead and Lizzie Buble.
Between finishing up her senior year, working part-time, and
25 applying to hospitals, she feels like she's always busy.
Single
Her friends are also just as busy, finishing up their degrees
Apartment in and starting in new positions.
Kennesaw, GA
Buying Habits
KSU student
Nursing Major

Ready to
Does research Willing to spend Loves organic healthy
graduate and Stays up to date
before buying more on products food but will eat fast
get a job food and "treat herself" on trends
of better quality
 Meet Skyla Bobba
She spends a lot of her free time on social media, especially
Instagram. She uses the Explore Tab to find new places and
new recipes to try.
25 This is where she learns about Tiny Bubbles Tea Bar and asks
Single
her friends to go with her on the weekend.
Apartment in They all take pictures of their drinks and use #tinybubbles.
Kennesaw, GA
Twitter
Social Media
Item 1

KSU student
Instagram Item 2

Nursing Major

Ready to
Use Facebook Item 3

YouTube Item 4

graduate and
0 20 40 60

get a job
CREATIVE
STRATEGY
 Color Palette
"Big Idea"
Make yourself at
home. Mood

Message
Enjoy your own "tiny
bubble" of space. Themes and Appeals
Slogan Main appeals: happiness and
satiety
It's Boba-Licious. Focusing on "bubbles" of space,
figuratively and literally
 CREATIVE
EXECUTION
 The first flyer is to inform the Will help increase engagement levels

Flyers audience about Tiny Bubbles

The second and third flyer are to
promote a different product and the
on our social media
Can offer special promotions for
mentioning the flyer
new location
Facebook Post
This ad will be used as a
Facebook post.
The caption will incorporate more
detail about their products and
customization options.
Other posts will focus more on
engagement, not promoting.
We will use hashtags, such as
#bubbletea, #students, and
#TinyBubblesofSpace, and
encourage consumers to also use
them.
Instagram Post
This post would set the tone and
theme for future posts.
We will also post a pictures of "tiny
bubbles" of space from our account
and reposts, using
#TinyBubblesofSpace.
Their Instagram story will also be
updated at least once a day with
similar content, especially reposts.
One story on their page will be
dedicated to this campaign.
Direct Market Ad
This ad will be used to encourage
consumers to come to Tiny Bubbles.
Other email ads will follow a similar
theme and use consistent colors. They
will occasionally include coupons and
talk about upcoming events.
 MEDIA
SCHEDULE
 Social Media
Media Repost consumers' pictures
Engage with the community
Channels
through comments
Utilize #TinyBubblesofSpace
for the campaign
Direct
Include coupons in the
emails that can be redeemed
for a limited time
Talk about upcoming events
Link to social media and
website
Print
Posted around KSU's
Kennesaw and Marietta
campuses and in a 20-mile
radius of the stores
1st and 3rd flyer posted on
Aug. 1st
2nd flyer posted Aug. 30th
 MEASUREMENT &
EVALUATION PLAN
 Measurement
The engagement levels on
Facebook and Instagram at the
beginning, during, and at the end of
the campaign
The amount of flyers that we print
for each area in total and the
amount of people who take
pictures with the flyers
The amount of emails sent versus
the amount of people who used the
coupons
Evaluation
Look at changes in engagement
levels, followers, and likes over time
to evaluate the effectiveness of the
specific posts and overall campaign
Note increases in in-store sales due
to email marketing coupons or
flyers
Use customer surveys at the
bottom of receipts to evaluate the
level of comfort in Tiny Bubbles and
how strongly consumers feel about
certain perceptions 
 ANY
QUESTIONS?