integrated marketing communications plan prepared bydigital marketing guerilla marketing direct...

Integrated Marketing Communications Plan

Prepared by:

Greg Roberts

Reata Brannaman

Zach Merrill

Kendrick Wilson

Shelby Schwendeman

Executive Summary

Established in 2016 by Eric Sterkel and a Montana State University integrated marketing

communications team; SomeWear is a local Bozeman, MT brand that is a unique avenue for

consumers to show their local pride and self-expression. SomeWear allows individuals to

express themselves through local representative apparel and a unique recognizable brand image

that allows consumers to show who they are and what they love. Not only do we want the

SomeWear brand to just be an apparel brand, we want the SomeWear brand to be an image that

has a viral effect on its target market and be an image that is relatable to people around the

country that have a love for not only Montana, but wherever their SomeWear might be. The five

step integrated marketing communications plan will allow SomeWear to fully analyze its

environment as well as threats and opportunities. In developing our Integrated Marketing

Communications (IMC) plan, we set marketing goals, business goals as well as several

marketing communications goals for SomeWear that would help develop the business into the

unique brand that it is. Our marketing and marketing communications goals are to create a brand

image, increase brand awareness, and to increase consumer engagement. When creating our

specific strategies and tactics to be implemented, we came up with individual tactics that are

directly related to achieving the corresponding marketing and marketing communications goals.

Next, the measurement and evaluation methods for each strategy are demonstrated to ensure the

success, growth, and world domination for SomeWear. We have included a short description of

each section of our integrated marketing communications plan as follows.

Situation Analysis

After analyzing SomeWear’s strengths and weaknesses through primary and secondary data, we

were able to discover SomeWear’s opportunities and threats. Due to SomeWear being a startup

company, we researched the known competitors of the SomeWear brand and various trials and

tribulations that we will have to overcome. Also, we analyzed the current market for SomeWear

and what areas we will focus our attention to.

Goals & Audience

This section of our integrated marketing communication plan allows us to provide SomeWear

with business goals, marketing goals and marketing communications goals. Once our goals were

set, we used an eight-step market segmentation process where we found the perfect SomeWear

audience. Each audience segment is described in detail on who they are and why they need

SomeWear.

Positioning & Key Messages

After discovering SomeWear’s goals and desired audience, we were able to provide SomeWear

with a positioning statement and Key Messages. The Positioning statement represents what they

want their brand to represent while the key messages exemplify what the company is and how it

stands out from the competition. Examples of each key message is provided in detail.

Strategies & Tactics

Each marketing and marketing communications goal has at least three strategies with specific

tactics to achieve the goal. The following list shows our strategies throughout all three marketing

and marketing communications goals:

Graphic Design

Outdoor Advertising

Co-branding

Event Marketing

Sweepstakes/Competitions

Digital Marketing

Guerilla Marketing

Direct Marketing

Public Relations

Sponsorships

Measurement & Evaluation

The final section of SomeWear’s integrated marketing communications plan is to measure each

strategy and its related tactics to ensure that they are accomplishing SomeWear’s marketing and

marketing communications goals. A detailed list of quantitative and qualitative measurement

analyses will be provided along with a budget plan and schedule.

Table of Contents

Situation Analysis…………………………………………………………………………………1

Goals and Audience……………………………………………………………………………….9

Positioning and Key Messages………………………………………………………………… 18

Strategies and Tactics……………………………………………………………………………21

Measurement and Evaluation…………………………………………………………………….30

Conclusion……………………………………………………………………………………… 36

References………………………………………………………………………………..………37

Appendix……………………………………... …………………………………………………39

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Situation Analysis

A situation analysis is the examination of the history, background, environment,

strengths/weaknesses, opportunities/threats, assumptions, and other pertinent information derived

from the business plan and the marketing plan of a company. The situation analysis for Rep Your

Code will provide information about the current market, competition, and the strategic analysis

of where and what Rep Your Code is along with opportunities for future growth.

Company History

The brainchild of cousins Eric Sterkel and Dave Morrison, Rep Your Code (RYC) was founded

in 2015 in Bozeman, MT, to make and sell Montana-themed apparel. Sterkel is the owner of five

Bozeman companies including Insight Creative Business Solutions, a business brand marketing

and advertising company, which is his most prominent firm. Morrison is the owner of 406

Construction in Bozeman. Insight Creative Business Solutions helped develop Montana-themed

designs for an apparel start-up based in Helena. The designs eventually inspired the fourOsix

clothing brand, a popular statewide brand specializing in Montana-themed apparel and

accessories.

After realizing the existing demand and potential market for

Montana-themed products, Sterkel and Morrison combined forces to

create a limited liability company (LLC) named Rep Your Code,

which is in direct competition with fourOsix. Eric focuses his time on

delegating while Dave focuses on sales. Both Eric and Dave are

involved in their other business responsibilities and do not have the

time to fully commit to creating the brand they both envision for

RYC.

Organizational Mission and Core Competencies

At the moment RYC does not have formal mission statement or key

messages. RYC’s core competency lies in the Montana-themed

designs it creates.

Industry Analysis and Research

The apparel industry is an incredibly expansive market, without segmenting the products towards

specific markets it covers virtually every consumer segment, population, and demographic. In

the United States, the apparel industry produces roughly $225 billion in revenue per year, as of

2012 (Statista, 2012). Allocating this $225 billion is difficult because of the amount of variables

that influence a consumer’s apparel purchase decisions. With the ever growing and immensely

large selection of styles and brands, it becomes even more difficult to precisely define the

consumers of a broad style. This means it is easier to define the narrow market of a single brand

rather than a collective market. So while we are aware that the collective apparel market is worth

a massive $225 billion, the micro-market we will concentrate on will be a specific micro-

segment of the overall apparel industry. There are several industry wide segments that categorize

the characteristics of our consumers. While there are age and gender related segments, there are

also geographical and behavioral segmentations (Clow, Baack, 2015). RYC falls under the

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lifestyle and behavioral segmentation. Explained further in our Customer Segmentation

section.

Generation Y, also known the Millennial Generation, is an important market for branded lifestyle

apparel. According Shopper Typology, “[Generation Y is a] quality conscious, brand

conscious, novelty seeking, hedonistic, confused by over choice, habitual, brand loyal, and

fashion conscious shopper typologies.” (Dhurup, Manillall, Mafini, 2014). Because we will be

directing a large amount of focus towards generation Y, we will keep these consumer qualities in

mind when designing our brand position and message. Our market share will not be in relation to

the industry value of $225 billion, instead it will be in relation to competitors who either

currently or will occupy a similar market position as RYC. There are several competitors whom

have been operating in Montana for several years, they are analyzed in depth in the competitor

portion of this analysis, and RYC will have to penetrate this competitions share of the market.

State pride is a popular concept in the United States, and movements are derived from specific

regions, cities, or states as well as style, food, and general culture. For example, we have all seen

the ubiquitous “I heart New York” t-shirts which, developed in 1977, have maintained popularity

and relevancy to this day (Sooke, 2011). Clothing that represents one's home town, city, or

region signifies a growing portion of the clothing market, especially in Montana. According to a

Gallup poll conducted in 2014, three in four Montanans said they would not want to reside in any

other state (Potes, 2016). One might think that regions with greater populations, such as large

cities and southern states, would have the most fervent state/regional pride; but according to a

recent USA Today poll, 77% of Montana residents believe their state to be the best possible place

to live (See map below). Eric used his own company to conduct research and found similar

results.

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The diagram pictured above was produced by USA Today for its 2014 article, Which U.S. states

have the most pride?, and shows that 77% of Montana residents take pride in their state above all

others, which is tied for highest in the country with Alaska.

Capital

RYC was initially funded by Sterkel and Morrison’s personal income from their other business

operations. Although RYC has not done any marketing, multiple product launches have supplied

enough revenue to reimburse both Eric and Dave and generate funds for further company

expansion.

Customer Segmentation

Identifying the specific population segments that RYC attracts is fairly premature because the

brands incredibly limited exposure. Most the purchases to this point have been made by males

and females equally. They tend to have a family, being between 28-45 years old, Sterkel believes

this is because parents tend to value their personal image and brand association. Our primary

segment then is dominated by individuals who value brand and image above price and utility. It

will be important to consider this segment when designing a brand position and message.

Target Market

The target market of RYC consists of a variety of customer characteristics. As we mentioned in

our customer segmentation RYC has already sold well to individuals who prioritize personal

image and brand association, so it will be important to include this segment in our target market.

The target market will be an expansion of our current customer segment, beginning in Bozeman

and continuing to expand through Montana. Penetrating the market of Bozeman, and eventually

Montana, means attracting the populations with a high value of personal image and brand

loyalty. RYC has already shown even appeal in its limited exposure, and with proper messaging

that equality should be transferable to Bozeman as a whole.

Marketing

RYC has intentionally limited the company exposure as to not lead the brand in a direction that

was not intended. This means the marketing efforts have been limited to product testing and

limited sales.

Competition

RYC’s competition varies based on the type of Montana associated products being marketed, and

the size of the audience being targeted. Therefore, to accurately analyze the existing competitive

environment, we have identified three categories of competition that RYC competes with when

developing its brand and establishing a customer base.

1. Direct Competition: These companies are state-themed apparel producers based in

Montana that emphasize brand loyalty/personal image

o [406]: Operated by the Green Light Boutique, an eco-friendly apparel and home

décor store in downtown Missoula, [406] is a Montana themed clothing brand.

The Green Light Boutique acquired [406] from a local designer and screen printer

in February 2013 (The [406] Shop, 2016). Both RYC and [406] have created

designs based of the 406 Montana area code, and thus are popular among similar

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consumer segments. [406] products are not only sold through Green Light’s

storefront, but also through an ecommerce outlet, the406shop.com, as well as 17

different outlets throughout Montana (The [406] Shop, 2016). The [406] brand

stresses its commitment, ‘to keep its products organic and sustainable by

supporting local businesses and markets’ on its online retail outlet (The [406]

Shop, 2016). This brand has clearly set a goal to connect with local consumer

markets.

o fourOsix: An independent brand located in Helena, MT, fourOsix has developed

into a lifestyle brand that, in founder Alex Rincon’s own words, laminated on the

fourOsix website, “promotes art, music, style, forward thinking & Montana

living” (FourOsix, 2016).This brand’s self-description indicates a desire to create

a more cognitive emotional connection with its customers. Since it is a lifestyle

brand, clothing is only a part of the company. FourOsix also promotes local

artists’ galleries, organizes branded concerts, and sponsors Montana based events

like the fall art walk.

o Montana Clothing Co: This is a high-end women’s clothing brand in Whitefish,

MT. It credits its inspiration as the “high mountains of Montana to a Tuscan

village, implying a blend between fourOsix’s “Montana living” with the European

sophistication and style (Montana Clothing Co., 2016).

o Montana Shirt Co.: Possibly the most similar company to RYC because of the

similarity in design, while neither infringe or directly mimic each other they

certainly have similar use of the outline shape of the Montana state. Montana

Shirt Co. uses its website to not only sell its apparel but to promote its cause

related marketing of donations to Glacier National Park. Similar to [406],

Montana Shirt Co. is using Montana’s association to national parks to leverage

the support of individuals who value protection of Montana parks. (Montana Shirt

Company, 2016)

2. Small indirect t-shirt competition: These companies specialize in the sale of souvenir

shirts. The companies do not have a brand that appeals to a specific demographic based

on style, or even necessarily local pride, as tourists are a major target of these businesses.

o Cactus Records: A Bozeman store selling everything from t-shirts to buttons, as

well as local concert tickets and stickers. Cactus offers non-branded shirts with

simple area code or state outline prints. The store is advertised on flyers in

Bozeman as good gift shop for tourists, and on the college campus as a ticket

outlet for local concerts.

o ShirtWorks: ShirtWorks is located in Bozeman, they provide a service in which

customers are able to design and print a custom shirt. While its customers are not

target consumers of RYC because large custom orders are not a desired source of

revenue for the business, it is capable of producing custom Montana-themed

apparel, which would mean lost market share for RYC. Customers who purchase

individual custom clothing from ShirtWorks may do so because they have not

found a brand that identifies with their style. Ideally, RYC’s brand will connect

with those unclaimed consumers.

o Montana Gift Corral: A local Bozeman company that sells Montana branded

gifts such as apparel and trinkets. Montana Gift Corral has three location is

Bozeman, downtown, the airport, and Walmart. Montana Gift Corral influences

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both Montana locals and tourists because of its wide variety of Montana branded

gifts.

3. Large indirect t-shirt competition:

o Walmart: Walmart dedicates a large portion of its super stores to both men’s and

women’s apparel. Walmart averages approximately 100,000,000 customers per

week, and eight cents out of every U.S. dollar is spent at Walmart. Of its over

$482 billion dollars in sales worldwide, apparel account for about 13% or $62.7

billion. (Statistic Brain, 2016). As the world’s largest retailer, they use

affordability to capture market share. They offer extremely affordable clothes at

convenience, and thus are focusing on extremely price conscious consumers.

o Target: Target is branded as affordable and stylish, according to its CEO who

wants to brand target as ‘Tarjay’ since it sounds like a high end French clothing

brand (Karp, 2015). It has branded itself, especially its apparel, as affordable yet

refined so as to likely appeals to customers who prioritize its price over brand

names.

Competitor’s Current Marketing Communications

Direct Competition

[406] clothing: The 406 shop has a substantial online presence. It not only has a

functioning e-store, but also Facebook and Twitter pages. According to the “about us”

page on the company’s website, [406] is a wholesale business, therefore it primarily

markets its products to retailers around the state. (The [406] Shop, 2016)

fourOsix: Through its designation as a lifestyle brand, fourOsix has developed a heavy

involvement with the local community. By supporting local artists and musicians, it has

established a connection with the creative community. This is a brand that relies heavily

on digital marketing through its social media accounts, as well as event marketing

through the use of its event sponsorships. FourOsix has a Facebook, Twitter, and Tumblr

page, and sponsors events such as “A-Robs Smash Life Banked Slalom” at Big Sky and

puts on a “Holiday Beard Competition” in Helena. These events are primarily advertised

through social media, of which the Facebook page seems to generate the most consumer

engagement as it has accumulated 23,783 likes (FourOsix, 2016). For lifestyle brand such

as FourOsix, social media presents a powerful foundation on which to build a brand

community and interact with consumers. However, it should be noted that FourOsix does

not seem to have an established Instagram page nor a link to one on its website. This is

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surprising since visual mediums like Instagram lend themselves well to marketing

clothing.

Montana Shirt Co.: This brand seems to have the most traction in the state, judging by

social media metrics. It not only has the most likes on Facebook (over 100,000), but the

most followers on Instagram and Twitter, with 7,545 and 1,163, respectively. Montana

Shirt Co. also is effective in leveraging social media to drive customer interaction. It

holds Montana themed photo contests on its various platforms, posting requests for

photos that “#REPMONTANA,” and facilitates promotional giveaways (Montana Shirt

Company, 2016). While it is difficult to quantify its current market share, if Montana

Shirt Company’s social media presence is any indication, it will be RYC’s most

formidable competitor in the market.

SWOT Analysis

A static Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis is an initial

examination of the company’s current state in terms of the four variables mentioned above. A

SWOT for RYC is displayed in the following table and a dynamic analysis can be seen in

Appendix A:

We then had to select areas of data that allowed our static SWOT to be dynamically deployed,

this environmental data can be seen below. Environmental data are variables that have been

derived from the opportunities described in the static SWOT analysis. These variables are seen to

have the most potential for RYC in opportunities and growth.

Strengths of RYC include the power of Montana state pride, authenticity, and variety. Even

though most of these strengths are in the development process, if executed correctly they will

result in competitive advantages. The weaknesses of RYC center on the fact that RYC is not an

established brand and, to date, has not done any marketing to develop a presence in the lifestyle

apparel sector. The company’s existing social media pages are incomplete and others have not

yet been created, which only contributes to this lack of brand awareness.

There are 17 opportunities that RYC could potentially take advantage of to begin establishing a

cognitive, affective, and conative connection with the target market. Establishing awareness

among the Bozeman and Montana State University community can provide room for both

product and sub-brand expansions. The variety of individuals who live in the Bozeman

community present significant opportunities as well, from long-time residents to transient college

students to tourists. As long as RYC forms the correct connections with the correct audience, the

theme of state pride should be relatable in any case. Furthermore, RYC has the ability to

differentiate itself from competitors through local and sports associations. Threats to the

opportunities available to RYC are the costs associated with creating the brand image and the

current competition already established in the market.

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Strategic SWOT Analysis

The Strategic SWOT analysis take the results from the rudimentary, static SWOT and greatly

expands upon them. This allows us to identify the action items that will best allow RYC to obtain

a competitive advantage. The process involves pairing potential action items with specific

opportunities, allowing us to efficiently plan the most effective action items. Based upon the

results of the SWOT analysis, we identified six opportunities as the ones with the greatest

potential to positively impact the company’s bottom line and listed them as “environmental

data.” The six include:

College Students/Newcomers

Long Time Locals

Extensions

Local Association

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Tourism

Sports association

Once established, three sets of opportunities/threats and strengths/weakness were assigned to

each area of environmental data. Each of the three sets for each environmental data item were

assigned five action items, specific tactics used to execute the opportunity chosen for

environmental data. At the end of the process, 90 action items were displayed with frequent

duplicate ideas. The following are the top action items we identified (for a full view of the

strategic SWOT, see Appendix B):

Art Competitions

Poster Boards/Billboards/Flyers

College Events

Local Events

Environmentally Friendly

Online Retail/Website

Promotion/Pocket Points

Sports Sponsorship

Regional Campaigns

Social Media

Fundraising/Charity

These action items are potential ideas on how to execute and take advantage of the best

opportunities facing RYC (for a complete list of action items see Appendix C). Further

discussion of these action items will be discussed in the Strategies and Tactics section of this

plan.

As the development of the integrated marketing communications plan for RYC continued, it was

the decision of both Sterkel and our team to start a new company. The company is called

SomeWear, a lifestyle brand that allows individuals to express themselves through local pride

driven apparel. RYC remains a company, but will be primarily operated by Morrison. The next

four sections of the integrated marketing communications plan will refer to SomeWear, rather

than RYC. Because of the similarities of SomeWear to RYC, it is noted that the situation

analysis is correct and informative for both companies.

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Goals and Audience

The purpose behind the Goals and Audience portion of this Integrated Marketing

Communications (IMC) plan is to determine our target audience and how those markets will be

accessed. It will also help determine a set of goals by which the success of accessing target

markets will be measured. Marketing and marketing communication goals will determine a

desired direction for SomeWear’s brand development. A set of business goals will also be

developed in conjunction with the marketing and communications goals. These business goals

will be quantitative benchmarks that measure the financial success of the company, as opposed

to the level of brand development. To bridge the gap between business and marketing

communications goals, we will use specific strategic marketing tactics designed to accomplish

the quantitative business goals. By completing a set of these goals we will develop a guide for

creating a financially prosperous business, by building a desired lifestyle brand. Our complete set

of goals can be found below:

Marketing and Marketing Communications Goals

➔ Develop a brand image

➔ Increase brand awareness

➔ Increase consumer engagement

These marketing and marketing communications goals represent milestones that will contribute

to the successful development of the brand. If all of these goals are met in succession by the end

of 2016, the brand will be on course to be profitable and ready for expansion.

Business Goals

➔ Launch product line

➔ A positive return on investment

➔ Profit from product line launch to create additional product lines

Our businesses goals represent concrete measures that are not only attainable but are also in

accordance with the marketing and communications goals. To accomplish each goal, we will use

strategies and tactics specifically tailored to the development SomeWear’s brand. A detailed

description of our strategies and tactics will appear in the following section of this report.

Segmentation

To identify the audiences that we recommend SomeWear target for all its marketing efforts

going forward, we used a sequential segmentation process. Through Francisco Guzmán’s eight-

step segmentation method, we were able to differentiate populations by static characteristics and

explicitly describe SomeWear’s ideal target consumer. The following sections describes the eight

steps we used to gain insight into SomeWear’s desired target markets:

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● Reference Market

○ This initial process defines the SomeWear’s reference market by three

characteristics: 1.) Who has a need to be satisfied 2.) How consumers satisfy this

need and most importantly, 3.) What consumer need SomeWear satisfies.

● Macro-segmentation

○ This portion identifies a macro-segment on which SomeWear should concentrate.

It uses the three components of the reference market to broadly describe a

population group with a need that can be satisfied by SomeWear’s product.

● Detecting variables for micro-segmentation

○ This is the process of identifying variables that differentiate segments of the

macro-segment from the larger population.

● Selecting variables for micro-segmentation

○ Micro-segmentation breaks the macro-segment into smaller more specific

segments by selecting specific and measurable variables.

● Variable operationalization

○ Operationalization defines said variables by measurable factors that can be

analyzed empirically and quantitatively.

● Micro-segmentation

○ Once the operationalized variables are applied to the macro-segment, several

distinct segments will emerge. These segments are micro-segments which can be

specifically described by static characteristics. Each micro-segment is named

based on its distinct combination of variables.

● Selection target market

○ These target markets represent the desired audience of SomeWear. They usually

consist of three to four micro-segments that indicate the most suitable market for

SomeWear to target.

● Capture target market

○ Capturing the target market is accomplished by implementing the strategic tactics

that are derived from the goals and our strategic SWOT. Since we have created an

ideal target audience through the micro-segmentation, we are able to concentrate

our strategies around that specific audience. There are three procedures a

company can employ to capture its target market – undifferentiated,

differentiated, and concentrated.

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Step 1 – Define the Reference Market

When launched, the SomeWear brand will provide customers an avenue to express their

individuality and lifestyle, while also capitalizing on the loyalty and sense of community

residents feel about their home region, state, or even neighborhood. “Fashion plays a vital, if not

the most important role, in enabling individuals to construct, sculpt and express their identities,

especially in larger metropolitan cities where they mingle with crowds of strangers and have only

fleeting moments to impress them” (Bennett, 2005: 96). The primary function of SomeWear is to

provide products that serve the intrinsic human need for a sense of belonging and self-esteem. By

offering clothing that stylishly expresses “hometown” loyalty and pride, wearers can not only

express their individuality but also feel part of greater community.

In identifying the who, how, and what as it relates to consumers who would best identify with

SomeWear’s desired brand, we were able to pinpoint a target population from macro to micro

segmentation. When defining the who, SomeWear targets consumers who have pride in where

they live or where they are from while also having a desire for self-expression. The what is

defined by self-expression and pride, which are the avenues on which SomeWear values the

lifestyle brand. SomeWear will provide the target consumers with the how, by creating and

providing products that are individualistic and representative.

Step 2 – Macro Segmentation

To narrow the market to a specific target macro-segment, we first identified the different

channels people use to express themselves and their lifestyle - art, clothing, and social

entertainment. We then identified three groups that are likely to spend money on self-expression:

students, alumni/professionals, and blue collar workers. Then, using a two variable analysis, we

looked at which combination of group and channel best fit the need for pride and self-expression,

using a market size measurements from Statista.

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Clothing was overwhelmingly more popular as an avenue of expression, in terms of money

spent, than either art or social entertainment. It also identified students as those most eager to

spend money on individual expression.

Step 3 - Detecting Variables for Micro-Segment

● Psychographic

○ The psychographic variables will help determine which lifestyle factors relate

well to the brand, and create perceptual connections within the customer’s

subconscious. Because SomeWear is building a lifestyle brand, it will need to

stress the psychographic variables that it has in common with its target audience,

primarily, the affinity toward any lifestyle that is associated with living in a state

or region. This is the predominant psychographic variable that will be relatable to

consumers, and should be the basis for any perceptual connections stemming from

brand. The following are specific variables regarding psychographic analysis:

● Personality

● Self-expression

● Personal hobbies/interests

● Demographic

○ While we can use demographics to describe an individual whose love for a local

or regional lifestyle and self-expression connects with the SomeWear brand, it

would not act as a barrier to a new target market. Because a portion of most

demographics align with the SomeWear lifestyle, we will be concentrating

primarily on qualitative psychographic variables, as opposed to quantitative

demographics.

● Age

● Race

● Gender

● Income

● Education

● Socioeconomic

○ The success of this brand depends on two elements: pride in state/regional

lifestyle, and the desire to express individuality. Today, individuality is often

expressed through brands and one’s desire to express individuality can be

represented monetarily. For example, the amount of money an individual spends

on branded items is indicative of how he or she values self-expression. Because a

certain level of discretionary income is required to purchase these brands, our

profitable market will be limited to these individuals. The following are

socioeconomic variables taken into consideration:

● Desire for individuality

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● Economic status

● Social status

● Geographic

○ The demand that SomeWear can create is dependent on the level of pride

individuals have in their home state or town, which varies by geographic location.

Some states, like Montana for example, have high levels of pride while others,

such as Illinois, do not (USA Today, 2014). Hence, our target markets should

focus on high-level states or regions, and each product line must correspond with

the lifestyle of each state. Since our predecessor, Rep Your Code, has already

developed and sold various 406-branded products, Montana would be a good

place to start. The following are variables that were considered when analyzing

geographics:

● Country

● State

● Region

● Town/City

Step 4 - Selecting Variables for Micro-Segment

We have identified two primary psychographic variables to differentiate the macro-segment.

These are 1.) Level of self-expression and 2.) Level of state/regional pride. These variables are

the foundation of the SomeWear brand, and help establish the desired target market.

Step 5 - Variable Operationalization

To operationalize said variables, we must come up with ways to objectively measure them. To

measure the level of self-expression, we will use the amount (or percentage) of money an

individual spends on branded items. To measure “hometown” pride, we will look at the amount

of time the individual spends on activities specific to their region or community. The relationship

between these two variables creates a matrix of individual micro-segments (consumer types)

within our larger macro-segment. Each micro-segment we identified is named after a

characteristic that we feel briefly explains the individual being targeted.

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These are the primary micro-segments of individuals within our target audience.

As you can see, the individual changes as both self-expression and state pride rise. Some

consumers may feel totally indifferent to self-expression and state pride, while others may be

“local legends” who promote their own brand image within the community.

Step 6 - Micro Segmentation

Both variables, pride in where you live and desire for self-expression, were compared against

each other at low, medium, and high levels. The level of one variable was measured at all three

levels of the other variable to create nine distinct consumer descriptions that fall under

SomeWear’s target macro population. Listed below are the distinct descriptions of each micro-

segment.

● Indifferent: Low desire for self-expression, low pride in where you live.

○ “Indifferent” consumers do not care about local activities nor the brand of

clothing that they wear. They have no interest in associating themselves with a

brand, nor feel the need to represent their state pride.

● Economical: Low desire for self-expression, medium pride in where you live.

○ The “economical” group consists of consumers who spend their time on local

activities rather purchasing brand name apparel. While they may have significant

pride in where they live, they are not likely to spend money in order to express

this.

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● Utilitarian: Low desire for self-expression, high pride in where you live.

○ These consumers are very happy with where they live and the lifestyle it offers

them. However, they do not purchase branded items because they have no

practical value to them and are unlikely to spend money on clothing centered on

self-expression.

● Logo-oriented: Medium desire for self-expression, low pride in where you live.

○ The “logo-oriented” segment spends a fair amount of their income on branded

items to express themselves, although they have little to no emotional attachment

to their home. They are more likely to purchase a well-known brand than one

representing their home.

● Weekend Warrior: Medium desire for self-expression, medium pride in where you live.

○ A weekend warrior knows the perfect balance between work and play. The same

can be said about how they spend their money and time. While they value their

image and self-expression, they find time to enjoy the lifestyle their hometown

offers.

● Family Man: Medium desire for self-expression, high pride in where you live.

○ This is an overarching term for a head of a family. We can infer that they enjoy

living where they live because they have chosen to raise a family there. Through

their children they may be highly involved in community activities, yet still

purchase brands that coincide with their beliefs.

● Tourists: High desire for self-expression, low pride in where you live.

○ This micro segment consists of consumers whose experience with local activities

is fleeting but valuable. Tourists’ desire to participate in state-specific activities is

high yet they have little pride in this state because they are just visiting. Despite

this, many tourists like to purchase souvenirs as mementos of their visit, which

suggests they have a high desire for self-expression.

● Newcomer: High desire for self-expression, medium pride in where you live.

○ Individuals move to a new state or region for a variety of reasons, but many move

because of the lifestyle their new home offers. We define these people as the

“newcomer” segment, meaning they are excited about their new surroundings and

ready to express why they chose Montana as a new home. Newcomers also have a

desire to feel a connection with their adopted community.

● Local Legend: High desire for self-expression, high pride in where you live.

○ The “local legend” is someone who has made a state or region their permanent

home, not just geographically but in every aspect of their life. Their hometown is

embodied in their very being; they represent the spirit of the region. Highly

involved in most local events, they have built their lifestyle around their

community. Beyond this, local legends are advocates for the qualities of their

home and are known/respected by most local figures. They are passionate and

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loyal to brands that either local or correspond with their hometown. These

individuals would serve as tremendous SomeWear brand ambassadors.

Step 7 - Selecting Target Markets

It should be noted that SomeWear, as a brand, does not exist yet. Unlike its predecessor, Rep

Your Code, it does not have any product offerings. For these reasons, as we will explain further,

we recommend an undifferentiated target market strategy. However, should we use a

differentiated strategy, we have chosen five of our micro-segments on which SomeWear should

focus its marketing communications efforts. Please reference the names of each market segment

above.

● Tourists: This segment is excited to express to their home community where they went on

vacation. SomeWear will be an attractive avenue for this expression. Tourists are willing

to spend money on discretionary purchases. According to Newsmax, tourism is the third

largest industry in the state of Montana (Lee, 2015). In 2013, the U.S. travel and tourism

industry contributed 1.42 trillion dollars to its GDP, and by 2024 it’s forecasted to

contribute more than 2.5 trillion dollars (Statista, 2015). Targeting such a large and

lucrative segment can generate revenue and provide an opportunity for growth in other

areas.

● Newcomers: This micro segment is excited to live in a new environment and will want to

immerse themselves in the local community. While the U.S. mover rate has remained

constant over the past 6 years, staying between 11.5 and 12.5 percent, this percentage

represents an extremely large number of people - 35.7 million to be exact (U.S. Census

Bureau, 2015). Through its products, SomeWear can offer a sense of belonging for

individuals new to the area, assuming the brand becomes emblematic of the community.

● Local Legend: With the right marketing communications, local legends will be excited at

an opportunity to express their love for Montana (or any state/region) through

SomeWear. This is our die hard market, which spares no expense to demonstrate their

pride in their hometown and/or region and their favorite brands. Local legends are an

extremely important segment because they can be trendsetters in the community.

● Weekend Warrior: Although weekend warriors have a moderate desire for self-

expression and state pride, this market has potential for growth. This is a segment that is

not stagnant, and either brand expression or their pride could shrink or grow depending

on their experiences. We hope to positively influence these metrics with our IMC

strategy. If they have a good experience and forge a connection with SomeWear, this

will hopefully only further their state/regional pride. Because this segment is both large

and fickle, it will be important to make a quick connection with these consumers.

● Family Man: Since this target market already has high state pride, it will be easier to

create an emotional connection rooted in shared love for the state. Because they do not

often identify with specific brands, the connection will need to be strong. Due to the fact

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that this segment has children, they are heavily involved in their local community events

and thus offer opportunities to create connections through family interests.

Step 8 - Capturing Target Segments

We recommend that SomeWear initially begins its marketing communications efforts with an

undifferentiated strategy, meaning we attack the whole market regardless of segments. This

prevents us from missing segments that were not originally identified as part of the target

audience, and minimizes the extent to which we alienate segments.

We are launching both a product and a brand, and since there is no existing customer base for

SomeWear, limiting marketing communications to specific segments can impede organizational

growth and market penetration. An undifferentiated strategy may not allow for increased market

penetration in specific micro-segments. On the other hand, if successful, it will create overall

brand awareness which is the top marketing communications goal. Once we have firmly

identified the consumers with which SomeWear resonates, we can implement a more segment-

specific strategy.

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Positioning and Key Messages

After surveying the industry and cultural landscape in our situation analysis, we then identified

specific goals along with our target audience for the brand. Now we will further refine our

marketing communications efforts by determining SomeWear’s desired positioning and the key

messages we will project to our target audience.

Positioning is the perception, created by the company’s branding efforts, that resides in the

consumer’s mind regarding the company, product, or service in relation to its competition. Key

messages are defined as the core competencies or distinguishing characteristics of the company

that we wish to communicate to consumers. Through the following key messages, we explain the

ideal position that SomeWear should occupy in relation to competing apparel companies in its

sector.

Positioning Statement “SomeWear allows individuals a unique avenue of self-expression through a representative, and

locally inspired, brand.”

Key Messages Local Pride

Unique Designs

Self-Expression

Representativeness

Examples of Key Messages These are descriptions of what messages the SomeWear brand will rely on to build brand

awareness.

Local Pride SomeWear apparel not only gives individuals a mechanism to demonstrate their local

pride, but it also provides them with a sense of belonging to a greater community. Through

regional graphics and artwork, the high variety of product designs will fit the demands of every

clientele with an emotional connection to Montana. Based in Bozeman, Montana, SomeWear

launched its first line of apparel with the 406 logo and is developing apparel to appeal the broad

range of consumers in Montana. The expansion of emotional appeal from the simple area code

logo will allow emotional connection to develop for anyone from a local resident of 30 years to a

first-time tourist. Ex. Montanans are eager to demonstrate their local pride in any way possible, as was

evident by the success of the initial 406 logo. Expanding on that pride will only allow

more avenues to express that local pride.

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Unique Designs SomeWear’s designs can either represent a specific region, activity, or gathering; but it

will also be produced by local artists and designers. These designers will bring their original

Montana themed ideas and concepts to life through SomeWear apparel, and consumers will feel

satisfied that they are supporting local artists as well as the community. They are representing

their region as a whole and the people within it. Additionally, SomeWear’s variety of original

designs, prints, and graphics provide a greater selection of product offerings to the consumer

both in width and depth. This increases the likelihood a consumer will find an item that connects

with his or her unique taste and style. Ex. As was mentioned above, Montanans jumped at the opportunity to express their local

pride through the 406 logo, but the small selection size meant the brand did not stand

apart as unique. So focusing on significantly expanding the number of designs will allow

SomeWear to stand as brand focused on uniqueness, as well as create more opportunities

to source material from local sources.

Self-Expression For a large portion of people, clothing is at the core of individual expression, and

SomeWear seeks to be the vehicle that facilitates this. The SomeWear brand is meant to express

the significant piece of a person's identity that is derived from where they live or have lived.

Another important aspect of one’s identity is embodied in the activities he or she enjoys, which

will be expressed in a majority of SomeWear apparel designs. The individual traits that are born

and nurtured by an environment’s lifestyle will be reflected through an individual’s selection of a

SomeWear design. Ex. By increasing number of unique designs consumers will be capable of differentiating

themselves from SomeWear users, while still expressing local pride in the Montana

themes that the designers are derived from. So instead of having a limited number of

designs inspired by skiing the Bridgers, and having a large number of individuals wearing

the same piece of apparel; SomeWear will have a large enough number of designs that

individuals will not feel as though they are not following a crowd.

Representativeness The glue that binds SomeWear’s key messages together is the idea that our customers

have a desire to represent themselves, essentially communicating to others: “what makes

me…me.” In the field of statistics, representativeness is defined as the level of how well or how

accurately a sample reflects upon a population. This accuracy is precisely what sets SomeWear

apart, it provides the most representative apparel of one’s home. Regardless of how much time

they have spent there, they will feel an emotional connection toward a piece of the state or

community, and thus a desire to represent that connection. To do this, our clothing will subtly,

and not so subtly, reference the unique regional themes and features that many individuals have

connected with. Ex. People that spend time in Bozeman fall in love with the famed Bridger mountain

range, and the Bridger Bowl ski area. While tourists are happy to return home sporting an

unabashed “Bridger” labeled t-shirt, local residents may prefer to represent this affinity

for Bridger through a more subtle design, perhaps a stenciled outline of the mountain

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range for example. This range of subtle distinctions allows SomeWear to achieve a high-

level of representativeness for separate groups of consumers.

In conclusion, based on the positioning statement we have developed for SomeWear, we can

assess how we will incorporate our key messages into the future brand’s identity. By leveraging

consumers’ desire to express themselves via their home and lifestyle, and providing them with a

stylish and precise vehicle for this expression, upon launch we will push SomeWear to the next

level in development and positively impact its bottom line. The specific techniques we will use

to achieve this will be covered in the subsequent section: strategies and tactics.

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Strategies and Tactics

The fourth section of our Integrated Marketing Communications plan for SomeWear identifies

the exact strategies and tactics we will use to achieve the marketing communications goals

identified in the Goals and Audience section. Our strategies describe the necessary direction

required to accomplish the goal. The tactics are the specific actions we will use to implement

these strategies.

Marketing communications goals:

Develop a brand image

Increase brand awareness

Increase consumer engagement

The following strategies and tactics apply to each marketing communications goals listed above.

Each strategy demonstrates characteristics that will be necessary in achieving our

communication goals.

Goal: Develop a brand image Strategy 1: Graphic Design

Develop a recognizable SomeWear logo that emphasizes the brand’s core values.

o Below are two logos that, we believe, reflect the SomeWear:

Develop a tagline that is memorable and reflective of the brand.

o We recommend one of the following taglines:

SomeWear: The official brand of anywhere.

Anywhere. Everywhere. SomeWear.

SomeWear: Live it. Love it. Own it.

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Develop stickers with various designs that relate to SomeWear’s brand values. The

stickers can be handed out to customers, sold, and or placed around different parts of the

community.

The following are examples of SomeWear stickers

Business cards will help spread the SomeWear brand through a more professional

environment. Helping to create relationships and contacts with potential retailers and

partners.

Strategy 2: Outdoor Advertisements

Flyers will be spread around Bozeman and the Gallatin Valley to help introduce the

SomeWear brand and what it represents.

o The following is a recommended example of a SomeWear flyer:

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Poster boards will be used sparingly in densely populated areas to promote SomeWear

products and events. This will allow for us to keep a consistently updated brand exposure

within the community.

Billboards will be placed on highways in Gallatin Valley so that consumers will be

exposed to SomeWear advertisements while commuting. This will also serve as an

exposure point for tourists, arriving and departing from the Yellowstone International

Airport.

SomeWear advertisements will be placed in local arenas around Gallatin Valley. This will

maintain brand exposure during high profile sporting events.

Bozeman Ice Barn and Montana State University Football Stadium.

SomeWear wraps will be wrapped around Streamline busses in Bozeman and the Gallatin

Valley. These mobile advertisements will be seen by individuals commuting between the college

campus for school, an important segment in building the SomeWear brand.

Strategy 3: Co-branding

Local breweries around the area have themed names that fit into our local representative

nature of the SomeWear brand. Established breweries have formed strong connections

with their clientele, partnering the two brands will allow SomeWear access to the

breweries most loyal clientele as well as their general customer base.

o Bridger Brewery, 406 Brewery, Montana Brewing Company, Bozeman Brewing

Company.

o Creating a SomeWear themed beer in partnership with any of these breweries

would create an excellent avenue for which to begin a relationship with the

breweries customers, as mentioned above. Naming the beer after SomeWear,

“SomeWear Shandy” or “SomeWear Stout”, would be a way of introducing the

SomeWear brand in the positive atmosphere of a brewery.

Goal: Increase brand awareness Strategy 1: Event Marketing

Montana hosts an impressive amount of local events, some are listed below as possible

sponsor options; a sponsorship would create a beneficial opportunity to introduce and

further the SomeWear brand to potential consumers. It would be a setting in which

consumers would relate SomeWear brand to the event they are attending, and ideally

enjoying.

o Music on Main, Sweet Pea Festival, Moods of the Madison, Gallatin County Fair,

Miles City Bucking Horse Sale, etc.

Host an event in conjunction with a recreational organization such as the Gallatin Valley

Skate Association along with Big Brothers Big Sisters to help promote community

togetherness and development our brands social image. Providing exposure for the

SomeWear brand, as well as benefiting the local organizations.

Developing ties with the local community via events and promotions will help us to

penetrate our target market and create a brand image that is representative of our goals.

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Strategy 2: Public Relations

Media hits will express how much exposure SomeWear is receiving at events, partnering

with charities, and through new campaigns. We need to make sure that SomeWear is

receiving enough social media attention and that our target market is aware of SomeWear

communications. Conversely, it will be our job to make that SomeWear’s media exposure

is concentrated on the desired topics: charity sponsorships, hosting/sponsoring events,

partnering, etc.

o Montana State University’s the Exponent

o KGLT

o The Moose

Cause related marketing is a particularly important opportunity for SomeWear. We will

be able to align our brand with a charity that is already well respected within the

community, and by their own consumer base. Partnering with a charity presents the

opportunity for quality media exposure, access to a large number of potential customers,

and helps strengthen a connection with the community.

o Heart of the Valley Animal Shelter, Gallatin Valley Skate Association, Bozeman

Food Bank, Save Our Snow, Montana Water Association, Montana Trappers

Association, The Bridger Foundation.

Strategy 3: Contests/Sweepstakes

“Share your SomeWear” contest

o A social media contest across all SomeWear’s online platforms that will

encourage followers to share pictures consistent with the SomeWear brand

message by using #GOSOMEWEAR. The Contest will focus on followers

sharing photos they believe reflect SomeWear values. The winner will be

selected, and his or her photo will be shared through the SomeWear social media

accounts. The winner will then be awarded a SomeWear product bundle. This is

way of engaging our customer base to engage with our brand while

simultaneously building and improving our brand image.

Support local artists’ work

o The campaign will focus on SomeWear’s commitment to supporting local artists.

Once a locally based artist is chosen, the SomeWear social media accounts will

share samples of their work with our followers. The artists will benefit from the

exposure SomeWear can provide, while SomeWear will strengthen the brand

image by emphasizing a commitment to the local community.

SomeWear scavenger hunt

o As a way of engaging consumers, a SomeWear media account will offer a product

bundle to the first person who sends a picture of themselves enjoying a

predetermined location. This will encourage consumers to quite literally, go

somewhere. It is a fun interaction that will strengthen a relationship between

customers, while focusing on SomeWear brand values.

Strategy 4: Outdoor Advertising

Flyers will be spread around Bozeman and the Gallatin Valley to help introduce the

SomeWear brand and what it represents.

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Poster boards will be used sparingly in densely populated areas to promote SomeWear

products and events. This will allow for us to keep a consistently updated brand exposure

within the community.

Billboards will be placed on highways in Gallatin Valley so that consumers will be

exposed to SomeWear advertisements while commuting. This will also serve as an

exposure point for tourists, arriving and departing from the Yellowstone International

Airport.

SomeWear advertisements will be placed in local arenas around Gallatin Valley. This

will maintain brand exposure during high profile sporting events.

o Bozeman Ice Barn and Montana State University Football Stadium.

SomeWear wraps will be wrapped around Streamline busses in Bozeman and the Gallatin

Valley. These mobile advertisements will be seen by individuals commuting between the

college campus, an important segment in building the SomeWear brand.

Strategy 5: Sponsorships

SomeWear will also want to align itself with unorganized sports such as the recreational

sports mentioned below.

o Skiing, snowboarding, hiking, fishing, kayaking, mountain biking, snow shoeing,

ice climbing, rock climbing, camping, rodeo, etc.

Sponsor local sporting teams, with the SomeWear logo on the team’s gear or

advertisement in the arena.

o Junior hockey team, club football teams, or a Montana State Club Baseball Team.

Strategy 6: Guerilla Marketing

SomeWear bike rack

o Bozeman, being a very popular biking town, will benefit from additional bike

racks in areas of heavy bike traffic. The shape of these bike racks will be in the

form of the word “SomeWear”.

SomeWear photo booth in downtown Bozeman

o An outdoor photo booth located iconic downtown Bozeman will be available for

anyone to take a picture of Bozeman being their “SomeWear.” A caption will be

put on the top picture saying “This is my SomeWear” while a caption of

“Bozeman” will be printed across the bottom of the photograph. Photographs can

be printed for a small fee of $5 or emailed to a self-entered email address for free.

Beer Labels that are also Stickers

o We mentioned before that we wanted to develop a co-branded beer with a local

brewery such as 406 brewing. A method of using this as a guerilla marketing

campaign would be to make the beer labels peelable so that they are also stickers

that people can put on their computers, cars, bikes, stop signs; ANYWHERE.

Everyone peels the labels on their beer anyways, so this would be a new take on

an old habit.

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Goal: Increase Consumer Engagement Strategy 1: Digital Marketing

Create and maintain accounts for major social media platforms

o Facebook

Events, product updates, and video clips will be posted on Facebook.

o Instagram

Pictures of products, advertisements, and video clips will be posted on

Instagram.

Photos will be shared using hashtags.

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o Twitter

Event updates and advertisements will be posted on Twitter.

SomeWear hashtags will be established to create consumer engagement.

We recommend the following hashtags:

#GoSomeWear

#FindSomeWear

o Snapchat

Consumers who are in the local area of SomeWear can add their snapchat

story to the SomeWear snapchat story for all consumers in the area to

view.

Create and maintain a user friendly interactive, user friendly, website that is updated

regularly. The website must reflect the SomeWear brand, be updating with the following

information:

o Events

o Products

o Contact information

o Video clips

o Links to social media platforms

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Create a SomeWear YouTube channel where consumers and subscribers can watch

SomeWear videos and clips that are also posted on SomeWear social media platforms.

Strategy 3: Contests/Sweepstakes

“Share your SomeWear” contest

o A social media contest across all SomeWear’s online platforms that will

encourage followers to share pictures consistent with the SomeWear brand

message by using #GOSOMEWEAR. The Contest will focus on followers

sharing photos they believe reflect SomeWear values. The winner will be

selected, and his or her photo will be shared through the SomeWear social media

accounts. The winner will then be awarded a SomeWear product bundle. This is

way of engaging our customer base to engage with our brand while

simultaneously building and improving our brand image.

Support local artists’ work

o The campaign will focus on SomeWear’s commitment to supporting local artists.

Once a locally based artist is chosen, the SomeWear social media accounts will

share samples of their work with our followers. The artists will benefit from the

exposure SomeWear can provide, while SomeWear will strengthen the brand

image by emphasizing a commitment to the local community.

29

SomeWear scavenger hunt

o As a way of engaging consumers, a SomeWear media account will offer a product

bundle to the first person who sends a picture of themselves enjoying a

predetermined location. This will encourage consumers to quite literally, go

somewhere. It is a fun interaction that will strengthen a relationship between

customers, while focusing on SomeWear brand values.

Strategy 3: Direct Marketing

Email lists will keep subscribers up to date on events, product releases, and promotions.

o Promotions will be sent through emails

Redemption code “SomeWear” for 20% of your next purchase

Direct mail will be sent out to the local Bozeman area with SomeWear brand

information.

o Promotions will be printed on direct mail.

Redeem this card or a free sticker with purchase.

This concludes the strategies and tactics that we have formulated in respect to the three

marketing communications goals. Our goals are as follows: 1) Develop a brand image. 2)

Increase brand awareness. 3) Increase consumer engagement. We will discuss how to best

evaluate the effectiveness of these strategies and tactics in our section where we evaluate

measurement and evaluation.

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Measurement and Evaluation

To ensure that the tactics introduced in the previous section are effective in relation to our

marketing communications goals, we have established the following measurements to evaluate

their success. We recognize that since SomeWear is a startup company and has little to no brand

recognition, we are setting our benchmark at zero across all metrics. Therefore, our evaluation

methods will not produce useful information until after a six month period. We have also

included a budget that details what percentages should be allotted to each strategy, as well as a

comprehensive timeline of when each tactic should be implemented and completed.

Budget

The following chart represents the percent spending for each strategy within our three budgets

listed below:

Listed below are three variations of the strategic budgeting plan for SomeWear. We recommend

the Gold Budget Plan to ensure that SomeWear’s marketing communication goals are fully met,

but we have included the Bronze and Silver budget plans to demonstrate two different, more

conservative marketing communications budgets. Each budget covers a 19 month period, starting

May 2016 and ending in December 2017.

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Budgeting Activities: Outdoor Advertising:

This includes the design and creation of flyers, posters, billboards, and bus

wraps.

Event Marketing:

Event marketing includes fees paid to promote the SomeWear brand at events,

booth and materials, and costs to host SomeWear’s own events.

Direct Marketing:

Direct marketing costs include email listings reviews, email list programs, design

of print mail, creation of print mail, as well as postage for direct mail.

Digital Marketing:

Digital marketing costs include the costs to run and set up all social media

accounts as well as training and compensation for an individual to effectively run

and monitor these accounts. This also includes the cost for the creation and

maintenance of the website.

Graphic Design:

Graphic Design costs include the development of the logo, tagline, and sticker

design as well as the stickers themselves.

Co-branding:

Co-branding costs include partnering with breweries, hosting events with

breweries, and funding the custom SomeWear brews.

Contests/Sweepstakes:

Contest and Sweepstake costs include prizes allocated to contest winners as well

as the costs to set up and run each contest.

Public Relations:

Public relations costs includes the money donated to a cause as well as the money

spent on press releases in magazines, newspapers, and on radio shows.

Sponsorships:

Sponsorship costs include the money to design and produce the materials for the

sponsorship as well as sponsoring the event or person.

Guerilla Marketing:

Guerilla Marketing costs include costs to conduct unusual marketing techniques

that include the material design, creation, and implementation.

Gold Budget Plan: $20,000

Outdoor Advertising: 11% or $2,200

Event Marketing: 16% or $3,200

Direct Marketing: 10% or $2,000

Digital Marketing: 11% or $2,200

Graphic Design: 10% or $2,000

Co-branding: 10% or $2,000

Contests/Sweepstakes: 5% or $1,000

Public Relations: 5% or $1,000

Sponsorships: 5% or $1,000

Guerilla Marketing: 17% or $3,400

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Sliver Budget Plan: $15,000







Contests/Sweepstakes: 5% or $750

Public Relations: 5% or $750

Sponsorships: 5% or $750


Bronze Budget Plan: $10,000







Contests/Sweepstakes: 5% or $500

Public Relations: 5% or $500

Sponsorships: 5% or $500


Measurement Measurement strategies and tactics is crucial for ensuring that SomeWear’s marketing

communications goals are accomplished. The following describes how each marketing

communication goal will be measured.

Goal 1: Develop a brand image

Creating a brand image and personality cannot be measured at the beginning of the company’s

life and will be evaluated six months after the brand release. The materials being released will

need to be market tested to ensure the desired message is being delivered to our audience. We

will rely on the following strategies to test our developing relationship with our customer base.

Qualitative:

Focus groups discussing our audience’s thoughts of the SomeWear logo, tagline, and

overall opinion of the brand. We can also test unaided and aided recognition.

Survey to the general public about what they know or don’t know about SomeWear.

Goal 2: Increase brand awareness

Strategy: Event marketing

Quantitative:

Event marketing can measure awareness by tallying the number of stickers, posters, and

other small merchandise handed out at local events.

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SomeWear can create a raffle where consumers sign up for SomeWear’s email list and

then they are entered into a raffle for free SomeWear gear. We can measure awareness

and engagement by the amount of people who give SomeWear their email.

SomeWear can measure the amount of products purchased from customers in our email

list.

Measure the number of attendees at SomeWear hosted events.

Strategy: Public relations

Quantitative:

Record the number of mentions in newspaper articles, magazines, local news and radio

shows.

Analyzing and recording the circulation of newspapers and magazines in which

SomeWear is mentioned.

Strategy: Contest/Sweepstakes

Quantitative:

SomeWear can measure how many people participate in the contest or sweepstakes

by recording the number of entries and participants.

Goal 3: Increase consumer engagement

Strategy: Digital marketing

Quantitative:

For social media mediums such as Instagram, Twitter, and Facebook, we will

measure the amount of likes SomeWear obtains as well as the amount of shares

SomeWear obtains, which we would like to scale heavier than likes because it is a

direct result from consumer engagement.

Count and record number of hashtags people use on all social media sites such as

Instagram, Twitter and Facebook.

o #GoSomeWear

Website interaction can be measured by the number of page views as well as the time

spent of the website, known as “dwell time.”

Number of website subscriptions.

Number of consumers added to the SomeWear mailing list.

Number of views on SomeWear videos on YouTube.

Number (and quality) of comments on SomeWear videos on YouTube.

Number of subscriptions to the SomeWear YouTube channel.

Number of banner ad clickthroughs from partnering website. The click through rate

will measure the percentage of users who click our ad or link out of the total number

of users that visit the website.

Strategy: Contest/Sweepstakes

Quantitative:

SomeWear can measure how many people participate in the contest or sweepstakes

by recording the number of entries and participants.

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Strategy: Direct Marketing

Quantitative:

How many people opened/viewed the email

How many people forwarded the email

Measuring the click through rate as well tracking the links that were clicked and what

parts of the website were visited.

How many sales were generated as a result of the email?

How many respondents from direct mail used their coupon code?

Schedule The following schedule is the recommended time period for the implementation of our tactics

over the next 19 months. This timeline is directly associated to our recommended budget

allocation. The execution of each SomeWear tactic is noted by a suggested starting date and

ending date, with awareness tactics being implemented concurrently. The schedule starts in May

2016 and ends in December 2017.

Launching the “Share Your SomeWear” contest will be on Cyber Monday, which falls on

November 28, 2016. Along with our competition, SomeWear will launch our second new

product line. Consumers shop more on Black Friday and Cyber Monday that any other day of the

year. This launch will increase our digital marketing campaigns and competitions as well as

profiting the SomeWear as a whole.

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Conclusion

After developing SomeWear’s complete integrated marketing communications plan, we

recommend the implementation of this integrated marketing communications plan in order to

achieve SomeWear’s goals. Through the established marketing and marketing communication

goals as well as the corresponding strategies and specific tactics, SomeWear will see growth and

development of the brand throughout the next 19 months. This 19 month schedule allows

SomeWear to create a strong brand image as well as gaining a competitive advantage in its

market.

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References

The [406] Shop. (2016). About Us. Retrieved from The [406] Shop:

http://www.the406shop.com/about-us/

Allan, L. (2014, July 22). Here’s An Awesome Map of All the States Ranked by Their State Pride.

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Appendix

Appendix A: SWOT Analysis

Appendix B: Strategic SWOT Analysis

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Appendix C: Action Items

integrated marketing communications plan prepared bydigital marketing guerilla marketing direct...

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