Integrated Marketing Communications Plan<\/p>\n
\u2022 Week 5 Case Analysis – Integrated Marketing Communications Plan
\nYou are responsible for developing an Integrated Marketing Communications plan for New Belgium Brewing.
\nBegin by reviewing the details of the case \u2013 New Belgium Brewing (B) beginning on page 481 in the text to understand the beginning launch of this product.
\nAssume that you have taken on the role of Marketing Communications Manager today. Although the company has increased sales through broader distribution, sales are currently flat. Senior management has determined that you need to capture a new target audience with the same products and develop an Integrated Marketing
\nYour plan must include:
\nDescription of selected Target Market. Description should include: demographic and psychographic factors and likely media preferences.
\nDetermine objectives for the year (what do you need your communication tactic to accomplish?) Be specific: are you building awareness, interest etc, and what percentage of the market do you hope to impact?
\nEstablish your communication approach \u2013 push vs. pull with rationale as to why you have selected this approach.
\nDetermine mix of media to accomplish your goals and evaluate why each media is chosen. You must specify the media outlet, such as title of TV show, magazine, trade show, etc.
\nCreate a Budget (see constraints below) and a specific calendar for communication tactics and describe the flow of activities, month by month.
\nCompose the message (slogan, tag line or compelling reason to purchase) and describe how you visualize it being executed.
\nFor this project assume the follow: Total Budget Allocation for 12 months is $8,000,000
\nCosts per media
\n30 second TV Spot $350,000 per spot<\/p>\n
30 second Local Radio $10,000 per spot<\/p>\n
Full Page National Magazine Ad
\n$350,000 per issue<\/p>\n
\u00bd page
\n$245,000 per issue<\/p>\n
\u00bc page
\n$175,000 per issue<\/p>\n
Informational Website
\n$15,000<\/p>\n
Transactional Website
\n$25,000<\/p>\n
Internet Advertising
\n$35,000 per outlet<\/p>\n
Sales Promotion & Couponing
\n$405,000 per campaign<\/p>\n
Direct Mail per 10,000 pieces
\n$10,000<\/p>\n
Trade Show \u2013 National Scope
\n$975,000<\/p>\n
Direct Sales Staffing \u2013 per person
\n$125,000
\nSales Staff Promotion \u2013per person
\n$45,000<\/p>\n
Brochures and Collateral Material
\n$80,000<\/p>\n
Sport Event Marketing $1,200,000 per event
\nRequirements:
\nThis is a business planning project. You want your final output to convince your new boss you know what you\u2019re doing. Let your creativity come out AND, be sure to provide solid rationale for your decisions tied to the marketing communication concepts
\nOptions for format include:
\nBusiness Proposal document: This would be in proposal format with the use of both text and bullet points to make your case. Maximum of 3 pages, not including Reference Page.
\nPowerpoint, Presi or Multimedia presentation: This should include the use of the notes function for PPT for your full text or even audio if you’re so inclined.
\nThis is a business planning project so APA format is not required for the text and content.
\nIn-text citations and APA reference page are expected. And a minimum of 3 sources beyond the text are expected.
\nYou will not be evaluated on which Target Market you select. You will be evaluated on how well you understand the selected Target Market and how your decisions connect directly with this market.
\nA few resources regarding Integrated Marketing Communications –
\nhttp:\/\/office.microsoft.com\/en-us\/word-help\/develop-a-marketing-communications-plan-HA001171113.aspx?CTT=5&origin=HA001168402
\nhttp:\/\/www.ethicsbasedmarketing.net\/students%20section\/Sample%20IMC%20plan%20template.pdf<\/p>\n","protected":false},"excerpt":{"rendered":"
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