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Swan Dust Control: Integrated Marketing Communications Plan · PDF file Integrated Marketing Communications Plan This IMC plan was created for Swan Dust Control to help launch their

Aug 25, 2020

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  • Swan Dust Control IMC

    Page | 1

    2013

    Harrison Jones, Sarah Rodrigues,

    Amy Simmonds, Leanne Sinclair,

    Katherine Waddington

    Conestoga College

    12/10/2013

    Swan Dust Control: Integrated Marketing

    Communications Plan

    This IMC plan was created for Swan Dust

    Control to help launch their business in a new

    market and generate overall awareness. It

    received a grade of 99%.

    Skills: research, analysis of research

    findings, teamwork, writing,

    proofreading and editing, strategic

    planning

  • Swan Dust Control IMC

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    Please note that certain portions of this plan have been omitted to protect

    confidential information.

  • Swan Dust Control IMC

    Page | 3

    Contents Executive Summary ............................................................................................................................... 5

    Timeline ............................................................................................................................................. 6

    Company Overview ............................................................................................................................... 7

    History ............................................................................................................................................... 7

    Current Marketing Situation ............................................................................................................ 7

    Plan Overview ....................................................................................................................................... 8

    Overall Goal ....................................................................................................................................... 8

    Objectives .......................................................................................................................................... 8

    Situational Analysis ............................................................................................................................... 9

    Competitive Analysis ........................................................................................................................ 10

    Competitive Matrix .......................................................................................................................... 13

    Recommendations ............................................................................................................................ 13

    Marketing Mix ...................................................................................................................................... 14

    Target Market Analysis ........................................................................................................................ 15

    The Region of Waterloo ................................................................................................................... 15

    London .............................................................................................................................................. 16

    Rebranding Strategy ............................................................................................................................. 17

    Name ................................................................................................................................................. 17

    Logo .................................................................................................................................................. 18

    Tagline .............................................................................................................................................. 21

    Trucks ............................................................................................................................................... 21

    Website ............................................................................................................................................ 22

    Photography and Video .................................................................................................................. 23

    Online Strategy.................................................................................................................................... 24

    YellowPages ..................................................................................................................................... 24

    Spike Mobile .................................................................................................................................... 24

    XpressTec Website .......................................................................................................................... 25

    XpressTec Online Payment ............................................................................................................. 26

    Further Online Recommendations ................................................................................................. 27

    Advertising ....................................................................................................................................... 28

    Driving Web Traffic .......................................................................................................................... 31

    Public Relations Strategy .................................................................................................................... 36

    Situation ........................................................................................................................................... 36

    Goal .................................................................................................................................................. 36

    Objectives ........................................................................................................................................ 36

    Key Publics ....................................................................................................................................... 36

    Current Customers .......................................................................................................................... 37

  • Swan Dust Control IMC

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    Potential Customers ........................................................................................................................ 40

    Employees ......................................................................................................................................... 41

    Potential Partners ............................................................................................................................. 41

    Advertising Strategy ............................................................................................................................ 43

    Potential Customers: London ......................................................................................................... 43

    Potential Customers: Waterloo Region .......................................................................................... 44

    Existing Customers .......................................................................................................................... 44

    Creative Strategy ............................................................................................................................. 45

    Direct Mail ........................................................................................................................................... 46

    Precision Targeting ......................................................................................................................... 47

    Potential Customers: London ......................................................................................................... 48

    Potential Customers: Waterloo Region .......................................................................................... 49

    Promotion ............................................................................................................................................ 50

    Product Plan: Scent .............................................................................................................................. 51

    Budget .................................................................................................................................................. 52

    Notes ................................................................................................................................................ 53

    Appendices .......................................................................................................................................... 56

    Appendix A: Media Blocking Chart ................................................................................................ 57

    Appendix B: Tracepoint Webinar ................................................................................................... 58

    Appendix C: London Demographics .............................................................................................. 65

    Appendix D: Survey Responses (Have not heard of Swan) ................................................

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