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Integrated Marketing Communication Plan

Karan Shah
Karan Shah

Came up with an integrated marketing communication plan for a clients brand and provide a recommended plan of action to deliver on their MarComm goals.

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ShopMayu Integrated Marketing Communication Plan Team Innovation Nation 10/11/12
Executive Summary About ShopMayu Current Scenario Website analysis Social media challenges Additional Challenges God Particle: Peruvian Elegance Exemplified Big Idea: Wow (Phase I), Woo & Win (Phase II) Conclusion
Current Scenario Kate Robertson CEO and Founder of ShopMayu History behind ShopMayu (Peace Corps) Target audience Primary : Professional, working women from 30+ Secondary: Men who may purchase for themselves or as gifts Social Media in use:
Analysis and Challenges Where Visitors Click Google Analytics Google Ad-words (Does not exist) September sales (abysmal) YouTube Channel (Outdated) Press Mentions (Missing) Social Media -> One Voice (Consistency non-existent) Website ineffectiveness
The Transformation God Particle 100% Alpaca Peruvian Elegance Exemplified The Big Idea Wow, Woo & Win Phase I Wow Category Need & Brand Awareness Phase II Woo & Win Brand Attitude, Brand Purchase Intention, Brand Purchase Facilitation
Phase I- WOW Tactics: Magazine Ad Fashion Bloggers Endorsement YouTube Video Commercial
Phase II Woo & Win Tactics Gamification Design your Scarf Your Alpaca Stylist Facebook (Pay Per 1000 Impressions) Twitter (Exclusive Twitter Handle) Pinterest YouTube testimonials Online Magazines
Media Plan and Budget
Recommendations- Message Play-up fashion quotient with Peruvian Elegance Play-down social cause of Peruvian Knitters Target businesswomen of the desired income Link luxury to the brand and product Use relevant women models who represent the same target audience
Recommendations- Strategy Focus on Search Engine Optimization Chalk out clear plans from October to February Review the Website and its messaging Focus on Creating the Category Need Re-establish Brand Awareness and Attitude Improve Websites BPI and BPF
Recommendations- Tactics Review web design for the future and make it more elegant - Change color scheme for all mediums to black and gold Focus on Professional Chapter Events for women Liaison with Fashion Bloggers and Online Magazines Effective Video Commercials & Testimonials Invest in Marketing budget beyond current income

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Integrated Marketing Communication Plan

  • 1. ShopMayu Integrated Marketing Communication Plan Team Innovation Nation 10/11/12
  • 2. Executive Summary About ShopMayu Current Scenario Website analysis Social media challenges Additional Challenges God Particle: Peruvian Elegance Exemplified Big Idea: Wow (Phase I), Woo & Win (Phase II) Conclusion
  • 3. Current Scenario Kate Robertson CEO and Founder of ShopMayu History behind ShopMayu (Peace Corps) Target audience Primary : Professional, working women from 30+ Secondary: Men who may purchase for themselves or as gifts Social Media in use:
  • 4. Analysis and Challenges Where Visitors Click Google Analytics Google Ad-words (Does not exist) September sales (abysmal) YouTube Channel (Outdated) Press Mentions (Missing) Social Media -> One Voice (Consistency non-existent) Website ineffectiveness
  • 5. The Transformation God Particle 100% Alpaca Peruvian Elegance Exemplified The Big Idea Wow, Woo & Win Phase I Wow Category Need & Brand Awareness Phase II Woo & Win Brand Attitude, Brand Purchase Intention, Brand Purchase Facilitation
  • 6. Phase I- WOW Tactics: Magazine Ad Fashion Bloggers Endorsement YouTube Video Commercial
  • 7. Phase II Woo & Win Tactics Gamification Design your Scarf Your Alpaca Stylist Facebook (Pay Per 1000 Impressions) Twitter (Exclusive Twitter Handle) Pinterest YouTube testimonials Online Magazines
  • 8. Media Plan and Budget
  • 9. Recommendations- Message Play-up fashion quotient with Peruvian Elegance Play-down social cause of Peruvian Knitters Target businesswomen of the desired income Link luxury to the brand and product Use relevant women models who represent the same target audience
  • 10. Recommendations- Strategy Focus on Search Engine Optimization Chalk out clear plans from October to February Review the Website and its messaging Focus on Creating the Category Need Re-establish Brand Awareness and Attitude Improve Websites BPI and BPF
  • 11. Recommendations- Tactics Review web design for the future and make it more elegant - Change color scheme for all mediums to black and gold Focus on Professional Chapter Events for women Liaison with Fashion Bloggers and Online Magazines Effective Video Commercials & Testimonials Invest in Marketing budget beyond current income