Final Term Project

IMC Campaign Strategy

IMC Campaign Based on One Component of the See, Think, Do, Care Model
Submitted by:
M Azeem Ilyas F19BB105
Amna Ashraf F19BB106
Shahzaib F19BB024
Zeeshan Ali F19BB143
Mishal Shahzaib F19BB125
M Haris F19BB111
Hassan Iftikhar F19BB003
Submitted to: Mam Amna Arif
Institute of Business & Information Technology, Punjab University,
Lahore
 IMC Campaign Strategy
Campaign Theme:
Our Campaign Theme will be:
"Uncover the Power of Precision Nutrition Analysis with AI Drones"
This theme highlights the advanced capabilities of our AI drone in analyzing crop
nutrition and emphasizes the positive impact it can have on crop management.
Key Message:
The key message of our campaign will be:
"Revolutionize your crop management with our AI-powered drones, providing precise
and real-time nutrition analysis for healthier and more abundant harvests."
The key message emphasizes the value proposition of our product, emphasizing the
benefits of using our agriculture AI drone for achieving healthier and more abundant harvests.
Channels and Tactics:
Advertising:
This will include traditional channels like television, radio, and print media, as well as
digital channels like social media advertising, display ads, etc. We will start advertising
agriculture copter through television and display ads to reach our customers. We will talk about
the benefits of agriculture copter.
Public relations:
PR tactics involve media relations, events, and influencer partnerships to generate
positive publicity and enhance product awareness and reputation. Through public relations, we
will organize some events with the collaboration of agriculture professionals to talk about its
features, uses, and benefits.
Direct Marketing:
Direct marketing will involve personalized communication through direct mail, email
marketing and messaging to reach our targeted customers and segments so they can get aware of
agriculture AI drones.
Event Marketing:
This includes organizing or sponsoring events, conferences, and experiential activations
to create brand awareness about agriculture copter and directly engage with the target audience.
 Creative Approach
Creative Approach:
Our creative approach focuses on capturing the attention and interest of our target audience
during the "See" stage of the customer journey. Through captivating visuals and emphasizing
benefits, we aim to generate brand awareness, evoke emotions, and inspire consideration for our
brand and product.
Visual Storytelling: We will utilize compelling visuals to tell a story that highlights the benefits
and applications of Agriculture AI drones. Showcasing the technology in action, such as drones
autonomously monitoring crop health or optimizing irrigation, can engage viewers and generate
interest.
Advertising Appeal
The Appeal we will use for advertising is Rational Appeal because we will create
awareness by demonstrating logic, facts, and data. The appeal will focus on practical, functional
needs and usage of the product.
We will create awareness among the target audience using rational appeal in advertising
by focusing on precision farming, time and cost-saving farming, enhanced crop monitoring, Eco-
friendly farming, testimonials and success stories. By focusing on these functional aspects, we’ll
attract customer attention.
Media planning and buying strategy for the Agriculture AI drone campaign in the See
category of the STDC model involves creating brand awareness and introducing the product to
the target audience.
Media planning and buying strategy for the Agriculture AI drone campaign in the See
category of the STDC model involves creating brand awareness and introducing the product to
the target audience.
Media Planning
Social Media Advertising: Social Media platforms like Facebook, Instagram, and YouTube
reach a wide audience and target specific demographics based on location, interests, and job
titles related to agriculture.
Print Advertisement: We will publish informative and engaging content in newspapers and
magazines. Provide valuable insights about the benefits of Agriculture AI drones in improving
crop yields, reducing costs, and enhancing farming practices.
Radio Advertisement: We will advertise our product on the radio as most of the farmers do not
use social media as much. They use to listen to the radio, so this platform will also help us to
create awareness of the product.
Television Ads: Advertising on television will also create awareness of the product. As our
target audience also watches television frequently. This platform will also generate awareness for
the product.
Industry Events and Trade Shows: Participating in agricultural trade shows, expos, and
conferences to showcase our Agriculture AI drones. Set up an interactive booth where attendees
can learn about the product and its benefits.
Influencer Marketing: We will collaborate with agricultural influencers and experts who have a
strong online presence and a following in the farming community. They can promote our
Agriculture AI drones through reviews, demonstrations, or testimonials on their social media
channels, blogs, or YouTube channels.
Media Buying
The advertisement will run for 6 weeks across above-mentioned platforms.
Since we are focusing on the See stage of the customer journey, it is essential to maintain a
consistent presence to capture the attention of your target audience. We will consider a moderate
to high frequency to reinforce brand recall and familiarity. Here the frequency will be the
number of times an advertisement is repeated through a specific medium over a specific time
period. The allocated budget is:
Social Media Advertising: The cost for running ad on Facebook and Instagram will cost us
5000 Rs Per month. On YouTube for running of ad we have to spend $10 for per day.
The total cost of YouTube will be 2850*42= 119700
And total cost of Facebook and Instagram will be 7500
Total cost= 119700+7500= 127200 Rs.
Print advertising: The Ad will display in newspapers of Daily Jang and Nawai Waqt newspaper
for 6 weeks. The ads will be classified ad with the headings on these newspaper.
Frequency:
Daily Jang: Monday , Tuesday , Friday and Sunday
Nawai Waqt: Wednesday, Thursday and Saturday
Cost:
The daily Jang will cost us 2000 Rs per day and Nawai waqt will cost us 1500 Rs per day. The
cost of Daily Jang will 2000*4* 6= 48000. The cost of Nawai waqt will be 1500*3*6= 27000.
Total price= 27000+48000= 75000 Rs.
Television advertising: We will use Geo and ARY TV and the slots will be 08:00 am to 09: am.
During that time the ad will run 2 times on each individual channel. The cost of running ad on
Geo is 33250 and ARY is 60000 Rs. The ads will be run for the consecutive 42 days.
Geo cost= 33250*42= 1396500
ARY cost= 60000*42= 2520000
Total cost= 1396500+2520000= 3916509
Radio advertising: The factors to consider include the target audience's listening habits, and the
best time slot is between 08:00 AM to 10:00 AM as the farmers and most of them listen to radio
during their working time. For this purpose we will use FM 106.2. The per minute price is 2200
on the FM 106.2. It will runs two times in a day. So, one day on radio will cost us 4400 Rs. The
total cost for 42 days will be 42*2200= 184800 Rs.
Influencer Marketing: We will hire Irfan Junejo because of its expertise and knowledge in the
tech. Irfan Junejo charged 250000-300000 for the sponsor video and that video will be run on
our social media pages in which Irfan Junejo will tell about its usage.
Billboard: Our Billboard will be placed on Airport Ring Road Lahore. The reason for choosing
this because there are many villages located there or when come to city they have to go pass
through there. It will costs us approximately 750000 Rs.

PR and social media

Media Outreach
With the help of media and journalists, we meet influencers and bloggers working in the
agriculture industry. Offer them access to our product, show them our insights, and promote it.
Press:
We handshake with the press and release our product to different media channels for
promotion and brand visibility.
Events
We Invite the different industry influencers, potential customers and media persons in by
arranging events and checking our product in action.
Customer stories
We collect customer feedback and client testimonials about our product and share this on
our website and social channels.
Social media strategies
Visualization
We utilize high-quality visuals, and images of our product and show them to customers
which will boost our campaign and enhance advertising
Co-marketing
We collaborate with influencers to promote our product by arranging joint webinars,
events and guest bloggers to enhance our product advertising and boost sales.
Social media
We targeted the specific region or area to advertise our product. We also retargeted our
ad to interested customers and persuade them with its benefits.
User-generated content
Encourage users to show the product pictures, videos, feedback, and ratings. We create a
brand hashtag and get UGC by means of social media platforms.
Influencers contests
We arrange the challenges where our influencers take part, share their entries and engage
our audience to advertise our product or brand to create strong awareness and build our
credibility.