IMC Plan

Rachel Webb

Full Sail University

11.20.22
 Integrated Marketing Communications Strategy

Marketing Objectives

 Increase venue roster by 5 in every state with a primary market in the US, yearly

 Increase clientele by 10% quarterly

 Acquire majority stake in 4 entertainment/promotion companies by 2024

IMC Strategy

To reach marketing objectives and increase clientele and brand awareness, Conxert has

designed a targeted strategy to be used until 2024. As a promotion company, most of the

marketing will be done through direct connection, reaching out to labels, artists, and booking

agents. This is more of a pull strategy, creating an activity that will draw in the final consumer.

By directly reaching out to clients, we are creating a distribution strategy that allows us to

connect to the source. A mix of traditional mix tools will be used to promote the company

including but not limited to, social media, direct marketing, public relations, and word of mouth

marketing. At its completion, the strategy will show a positive outcome for our company.

Our ticketing and promotion company is heavily focused on branding and clientele,

carefully considering our values and ethics in every marketing decision. Conxert will focus on

direct marketing aspects with brochures at music conferences and festivals. Because Conxert has

a niche target audience to labels, artists and booking agents, relying on using direct marketing

tactics will allow us to tap into the full potential. The brochure would include company name,

slogan, logo, value propositions, contact information, and a vision statement. According to

Costco Business Printing, the cost of 2.5k brochures would cost only $280 (n.d.).
 Conxert will also rely on public relations to build our company’s credibility and brand

awareness. This method of marketing will draw the attention of clientele, by creating a positive

image and helping to develop personal relationships with artists, booking agents and other

entertainment companies, as well as integrating our target market. One way to utilize this

strategy is by use of podcasting. Conxert will create and host a public relations podcast that will

be shared via website and Spotify, using Spotify’s podcasting platform Anchor. While the

platform and distribution are free, a determined budget of $150 a month has been designated to

cover the costs of production, editing and other costs that may arise. (Anchor, n.d.)

Due to the nature of the industry, relying on word-of-mouth can be helpful when

promoting concerts and artists. Using our direct connection strategy, we will utilize connections

with industry professionals to increase the company’s overall majority stake. We believe that as

we partner with artists and promotion companies to create ethical events for fans, they will share

our company with others.

Commercials and video promotion will also be valuable to Conxert, as they will increase

brand awareness and clientele. The company will air a thirty-second commercial that will be

played across social media platforms such as Tik-Tok, Instagram and YouTube. These ads will

be run on a Cost per Click (CPC) basis. According to WebFx, Tik Tok shows an average of $1

CPC, YouTube is $3.21 CPC, and Instagram is $3.56 CPC (2022). With this average, we have

determined that using a budget of $75 per day for airing the commercial for 3 months. The

commercial will feature information about Conxert to inform viewers on who they are, value

propositions, and current value the company has.

 References:

Associations & Organizations Brochures. (n.d.). Costco Wholesale.

https://www.costcobusinessprinting.com/brochures/associations-organizations?browse=1

Berry, S. (2022, November 11). How Much Does Social Media Advertising Cost in 2022?

WebFX. https://www.webfx.com/social-media/pricing/how-much-does-social-media-

advertising-cost/

Features. (n.d.). Anchor. https://anchor.fm/features