CAMPAIGN PLANNING

WHAT IS AN INTEGRATED MARKETING CAMPAIGN?

An integrated marketing campaign

combines the medium,

e.g., print/broadcast advertising, public

relations, direct

marketing, email, digital and in-store

promotions, and multiple stages in a

promotional campaign to ensure that the

marketing message is consistently

received by the greatest possible number

of people in the target market.

Integrated Marketing

WHY AN INTEGRATED MARKETING CAMPAIGN?

A holistic approach to communications marketing

More “bang for your buck,” by creating an unified user experience

Integrated marketing communications plans increase the chance that consumers will reach

you the way you want them to (more control)

STEPS IN AN INTEGRATED CAMPAIGN

EVALUATION & MEASUREMEN

T

STRATEGIES & TACTICS

DETERMINING YOUR BUDGET

DETERMINING OBJECTIVES

DEVELOP A SITUATION ANALYSIS

KNOW YOUR TARGET

AUDIENCE

STEP I – KNOW YOUR TARGET AUDIENCE

There is no such thing as a “general audience”

Segmenting specific audiences into groups

based on characteristics will help you identify

who are most likely to purchase or utilize your

products and services.

Sample segmentation for a

salon & spa

STEP II – DEVELOP A SWOT ANALYSIS

SWOT analysis for Apple Inc.

- Customer loyalty combined with

expanding closed ecosystem- Apple is a

leading innovator in mobile device

technology

- High price- Incompatibility with different OS

- High demand of iPad mini and

iPhone 5- iTV launch

- Rapid technological

change- Android OS

growth

Strengths Weaknesses

Opportunities

Threats

STEP III – DETERMINE CAMPAIGN OBJECTIVES

This is where we document what we

want to achieve through the campaign

Objectives should be measurable –

They should help you map your

campaign’s effectiveness

Sample Objectives -

To create awareness for Canon EOS SL1 – the world’s smallest DSLR

To increase visibility for Unique Photo

To increase engagement from users/followers

STEP IV – DETERMINING YOUR BUDGET

What is your product or service?

How old is your business or product?

Whom are you targeting?

What type of media does your target audience

pay attention to?

What type of appeal is needed to persuade your

target audience to buy?

STEP V – STRATEGIES & TACTICS

What is a strategy?Strategies are developed on the basis of objectives, these are ideas that help you accomplish those objectives.

What is a tactic?Tactics are specific actions on how you plan to execute a strategy.

STEP V(A) - CHANNELS FOR AN INTEGRATED CAMPAIGN

Search Marketing

Online PR

Community participation

Affiliate marketing

Link-building

Word-of-mouth

Social media marketing

Email marketing

Influencer marketing

Paid ads

STEP V(B) – SETTING UP CAMPAIGN TIMELINES

Sample timelines for a campaign

STEP VI – EVALUATION & MEASUREMENT

You need to outline a method of how you will

evaluate the effectiveness of your strategy.

Sometimes elements of your plan will not

work. It’s important to know what did or

didn’t, try to understand why, and make note

for future planning.

Visibility

Engagement

Awareness

Setting up your KPI’s and then measuring it against your

objectives to evaluate campaign performance

CASE STUDIES

CASE STUDY #1 – DEL MONTE

Strategy• Used retail promotion + social/online media • Diet Challenge Sweepstakes” encourages online recipe

swapping, surveys and sharing pictures to win prizes• Lifestyle app for smartphones with nutritional

information, adult games, and downloadable coupons Facebook and Twitter implementation

• Live chats with nutritionists and partnerships with Mom Central

Results Achieved 29,973 fans on Facebook and reached over 16,000 followers on @MomCentral

“Buy a bunch, lose a bunch”

CASE STUDY #2 – COCA COLA

Strategy• Digital ads, music, outdoor and print ads • In 2009, three fans chosen by other consumers

to visit every country where Coke is sold to spread a message of “open happiness.”

• They made videos, tweeted, blogged, and used Facebook to connect with fans who responded with tips on where to go and what to do in the areas.

Results Fuelled growth of the Coca-Cola brand; unit case volume increased 2% across developed and emerging markets

“Open Happiness”

CASE STUDY #3 - STARBUCKS

Strategy• Improve the customer in-store experience by

launching Mystarbucks-idea.com to learn from customers and employees what they liked and did not like, and what Starbucks could be doing better reached 100,000 ideas

• Twitter : answer questions, share information, listen to consumers

• YouTube : share commercials, and informational videos about volunteer efforts and ingredients,

• Facebook : invite fans to Starbucks events, share comments, post pictures and communicate

“Mystarbucks-idea.com”

THANK YOU