Running Head: MARKETING COMMUNICATION PLAN 1

Integrated Marketing Communication Plan

Name

Institution
MARKETING COMMUNICATION PLAN 2

Contents
Integrated Marketing Communication Plan................................................................................................1
Executive summary.....................................................................................................................................3
Introduction.................................................................................................................................................4
Situational Analysis......................................................................................................................................4
TOWS...........................................................................................................................................................4
Business Environment.............................................................................................................................6
Segmentation, Targeting and Positioning....................................................................................................6
Objectives....................................................................................................................................................7
Strategy.......................................................................................................................................................7
Strategy for objective 1............................................................................................................................8
Strategy for objective 2............................................................................................................................8
Implementation...........................................................................................................................................9
Control.......................................................................................................................................................10
Marketing tactic-level KPIs...................................................................................................................10
“Campaign-level KPIs” metric..............................................................................................................10
Conclusion.................................................................................................................................................11
References.................................................................................................................................................11
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Executive summary
The business and management communication industry has undergone many advancements over
the past decade. In the current setting, human beings are today witnessing the third revolution in
civilization. This revolution is the Information revolution which has happened after the industrial
revolution which took place after the agricultural revolution. This has redefined how business is
being done giving business attention on the information sector where the information is sifted
through, analysis is done and business strategies and communication are done to maximize the
possibility of business success.
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Introduction
The business and management communication industry has undergone many
advancements over the past decade. In the current setting, human beings are today witnessing the
third revolution in civilization. This revolution is the Information revolution which has happened
after the industrial revolution which took place after the agricultural revolution. This has
redefined how business is being done giving business attention on the information sector where
the information is sifted through, analysis is done and business strategies and communication are
done to maximize the possibility of business success.

Situational Analysis
It is important to note that one of the most important elements of the marketing mix is the
promotion. The marketing communications mix is a combination of advertising direct marketing,
public relations, personal selling, as tools necessary to create customer relationships and value. It
is of vital importance to ensure that the company has a persuasive and clear means of
communicating the value. Armstrong & Kotler, 2009 claim that the integrated marketing
communications requires the coordination of promotion that requires consistent and compelling
message with regards to the customer in Australia (Percy, 2018). Advertising can be attained
through several media; this may include internet and print media, broadcasting and also outdoor
advertising. On the other hand, the company can also use sales promotion through offering of
discounts, coupons and displays. Trade shows and incentive programs are use in order to achieve
personal selling.

The selected strategies to be employed include advertisement campaigns and sponsorship

of soccer leagues in order to get the attention of the target market. The political environment in
determine whether both nations, Britain and Australia have trade treaties that allows for
discounted trade. This will boost the likelihood of attracting the target population.

TOWS
Visit Australia N.T Strengths Weaknesses
 Use of social media  Not all persons would
will reach the be in a position to
intended audience. travel.
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 There is a strong
history of travel to the
Northern Territory
 Ample activities for
the adventurous
clients
Opportunities SO WO
 There is a large  Social media will  The prospective
number of youths that reach the target market may lack
reside in Britain. market quickly. willing travelers
 New destinations to  Large number of
be discovered. prospective clientele
 Numerous packages  Several packages
to provide to the available to attract
would be customers travelers

 Britain has a large

population of people
aged between 18-30
 Increased love for
group activities

Threats ST WT
 Competition from  Social media to  Proposes search of a
well-established overcome competitor marketing strategy to
destinations, dominance overcome
 Lack of proper competitors.
information with
regards to the
destination
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Business Environment
As a marketing professional, it is important to understand the external environment where
the client operates in. In this case understanding the legal system in Australia and how the
policies affect the marketing operations there in. The first thing to do is to understand all the
variables that affect the business from without their control. There are two main types of the
external environment; the micro environment and the macro environment. The micro external
environment focuses on variables that affect the company’s operations directly.

On the other hand, the macro external environment focuses on those variables that the
company has no power or control over. There are five main factors that affect the micro external
environment; customers, suppliers, financiers, public perception and marketing intermediaries.
The organization should ensure that they understand how these five factors play a role in
achieving the return of youthful tourists to visit the Australian Northern Territory.

Segmentation, Targeting and Positioning

Trying to increase the flow of young British tourists to the Northern Territory of
Australia requires a marketing campaign that elevates all the fears concerning the Northern
Territory. The fact that this region is remote and has wildlife, the company should focus on
selling an adventure that gives their clients quality for the money spent on a trip (Percy, 2018).
Through the use of integrated marketing communication, it might be possible to revive the
tourism industry and also create new packages to attract would be young British tourists and also
the working holiday makers.

Demographic Psychographic
 The age bracket: 18-30  Leisure time
 Middle to high-income classes
Geographic Behavioral
 British Citizens  Seasonal tourists

The target market will be comprised of young British citizens who like adventurers and
are aged between 18 and 30 years old. These are the target population who have the energy to
take a hike and have a taste for adventurer to distant lands. It is also important to ensure that the
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selected target market is able to meet the financial needs in order to be able to visit Australia
Northern Territory. The company can use available platforms in order to be able to reach their
desired target market.

Objectives
Social media has had a huge influence on the business environment. Many corporations
and businesses have had huge success in advertising and updating its customers via social media.
Companies have adopted advertising on social media compared to the normal channels of
advertising due to its high number of people it can reach via this medium (Wuryandani,et,
al.,2018). Facebook has seen the benefit of this and has included in its website the ability for an
organization to create a page and market its products, advice its customers and also inform
customers on new products to be released. Social media over the past decade has revolutionized
company advertising and marketing as it has proved to be a cheaper form of advertising and
marketing. Social media has redefined how business has been done as compared in the past and
incorporated and created business strategies and communication strategies which have
maximized the possibility of business success. The two main objectives to be followed are;

1. All ethical standards should be ensured when seeking to implement a marketing plan
so that no fault is found with the company by the foreign government.
2. The company should have a tag line for their brand that will satisfy and benefit
consumers.

Strategy
Scherer & Palazzo argue that business management and communication have come a
long way especially after the impact globalization has had on it. Globalization has enabled
businesses to adopt and implement global standards that ensure smooth operations of business
and improved efficiency. Outsourcing on the other hand has made it possible for businesses to be
able to access professionals in any particular area they require especially in terms of support
staff, audit or accounting functions.

Outsourcing has enabled a business access professional business which it does not have
in house and does not incur the cost of maintaining such a service. Both globalization and
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outsourcing have had a great impact on the business management and communication industry
causing mainly positive impacts.

Strategy for objective 1

Increase use of social media to overcome competitor dominance

Media Reach Frequency Weight Continuity

Social media Brand recognition On an hourly Daily Continuity
increase by 40% basis approach

Sports Brand awareness Weekly sports One a week

sponsorships by 15% activities (weekends)

The creative team should create the brand incorporated creative message strategy by
using simple English words to promote a brand call. The tourism industry is a very competitive
industry in modern society and people are interested in receiving quality products and services
(Khan, 2013). As such, apart from making quality packages, the company should also remain
focused on the marketing strategy to make consumers easily recall the brand. In business, it is
believed that consumers tend to buy a brand that they can easily remember. Based on this idea,
the company has to create a brand that is easily memorable to attract more customers.
Strategy for objective 2
Finally, the content of the design is meant to persuade the consumer to buy the packages
and travel to Australia, Northern Territory. The images that show the destination should be
uniquely combined in order to ensure customers feel motivated. In addition to these images, the
company should have a tag line for their brand that will satisfy and benefit consumers. Other
characteristics of the campaign ad should show its persuasive influence on the consumer include
a high level of involving consumers and social acceptability. Even though customers tend to
compare competitive brands to make an appropriate choice that would satisfy them, the ad
campaign should be quite unique since it will be formulated based on customers’ perspectives.
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Implementation
All legalities should be adhered to when creating the marketing campaign in order to
communicate to their desired market group. Also, the implementation team should highlight that
they have adhered to all ethical standards such as eliminating all language that may be
considered not being politically correct. Some of the step which need to be followed in
implementing the strategy are:

 Identifying communication purpose

 Plan and design the message
 Plan for any obstacle and emergency
 Create an action plan

Through following the above steps, the company will implement a marketing plan so that no
fault is found with the company by the foreign government.

Secondary, implementing strategy 2 to ensure that the t he company should have a tag line for
their brand that will satisfy and benefit consumers. Some of the steps that need to be followed
are:

 The company need to identify its customers first.

 Strategize how it will connect with the media as well as others which will assist it in
spreading the message.
 Recruit competence workers who will distribute and provide , inform, persuade
customers about the company’s products
 Finally, the company should evaluate it plan and also adjust it based on the result.

In a nutshell, the company should focus on the unique features that the northern territory
of Australia has to offer and include them in the advertisement campaign (Yeshin, 2012). The
desert like climate and unique terrain provides the prospective customers with a chance to take a
road trip or even have a camel led caravan through the beautiful Australian outback. Use of
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social media to increase brand awareness is important in the implementation of the marketing
plan.

Control
Measurement is one significant aspect in marketing campaign as well as other marketing
activity. Control or measurement help to make the company management nervous since it bring
accountability to marketing activity. Failure to measure the impact of the marketing
communication plan efforts, the company will have to idea of whether it is doing it effectively or
not. The management of the company should ensure that all the implementation fronts used bear
fruits. Data should be collected from the promotion campaigns and see which strategy should be
modified or adjusted in order to achieve the desired goal; attracting the young British population
to travel to the Australian Northern Territory. By nature, marketing is one of the dynamic field
since, people change and market change and what work beautifully this year may flop next year.
Thus, with a thoughtful approach that mainly keeps company’s goals as well as it strategies in
mind, the Australian organization will successfully measure what mainly matters. Therefore,
some of the metrics which can be used in measuring the performance of the this kind of company
are

Marketing tactic-level KPIs

The company should mainly tract the effectiveness of it marketing communication tactics
and tools such as, content marketing KPIs which tract the effectiveness of content used on
websites as well as in IMC campaigns. Some of the metric such as the number of social media
share as well as page view may attract to measure the effectiveness of the company in attracting
more client to Australia.

“Campaign-level KPIs” metric

The metric help in keeping track of company campaigns through tracking similar metrics
across various multiple campaigns. This will help the company in identifying the most effective
with the target customers which then uses the information in refining tactic as well as replicating
successful approaches. The complaint metric will help the Australian company to tract across
IMC activities in determining it impact as well as its progress, impression per company
campaign cost per impression and so on. This kind of metric is of great significant and can be
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used by the company in understanding it effects of communication message. The engagement

metric help in measuring when as well as how others engage with the company. Customer’s
interaction is of one of the key element in this kind of metric.

Conclusion
In summary, the ad campaign will be focused on the attraction of young British citizens
in order to have them visit the selected destination. In the discussion, the campaign elements of
visual similarity, verbal similarity, and attitude similarity have been associated with the
campaign ad which implies that there is a high possibility for the company to increase its market
share by attracting more customers at the local and global levels. Moreover, it has been disclosed
that before the brand was created, the paper towel company sent its employees in the field to find
out what customers wanted from it.
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References

Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to

implementation. Rowman & Littlefield.
Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A., & Chawla, S. (2016). Strategic Marketing Plan of Nike.
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Journal of marketing development and competitiveness, 6(1), 117-134.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Fassin, Y., Van Rossem, A., & Buelens, M. (2011). Small-business owner-managers’
perceptions of business ethics and CSR-related concepts. Journal of Business ethics,
98(3), 425-453.

Khan, T. (2013). STP strategy for new product launch-a work in progress. International Journal of
Business and Management Invention, 2(3), 56-65.
Percy, L. (2018). Strategic integrated marketing communications. Routledge.
Scherer, A. G., & Palazzo, G. (2011). The new political role of business in a globalized world: A
review of a new perspective on CSR and its implications for the firm, governance, and
democracy. Journal of management studies, 48(4), 899-931.

Wuryandani, S., Ismoyowati, D., & Nugrahini, A. D. (2018). STP analysis in marketing pigmented rice
as functional food. KnE Life Sciences, 128-135.
Yeshin, T. (2012). Integrated marketing communications. Routledge.