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INTEGRATED MARKETING COMMUNICATIONS PLAN�
by
Megan Andres Matthew Celaya Victoria Harnlasiri Gerardo Mendez Graciela Molina
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Corporate Identity:
A solid foundation for you to reach the peak of success.
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• Pyramid Marketing Introduction
• Agape Grill Introduction
• Promotion Opportunity Analysis
• Business Strategies
• IMC Management
• IMC Objectives
AGENDA
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Introduction: AGAPE GRILL
• Casual Dining • 218 Reviews on Yelp • Average 4 star rating • 132 Facebook likes
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COMPETITIVE ANALYSIS�
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• Average Entrée $15
• 131 Yelp Reviews
• 57 Facebook Likes
• 128 Check-Ins
Situational Analysis:
COMPETITORS
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• Average Entrée $10
• Chicken Souvlaki
• 746 Yelp Reviews
• 187 Facebook Likes
• 2,343 Check-Ins
Situational Analysis:
COMPETITORS
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COMMUNICATIONS �MARKET ANALYSIS�
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• Simple and easy to use.
• Shows contact information and menus
• Enables users to use online services
• Builds brand personality.
• Social media integration
Communications Analysis
WEB-SITE STRENGTHS
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• Cluttered and Inconsistent
• Lack of activity
Communications Analysis
WEB-SITE WEAKNESSES
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• Use of multimedia to show off
food and dining experience
• Integrates page with other
social media
• Free exposure
Communications Analysis
FACEBOOK STRENGTHS
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• Inconsistent Updates
• Low Interaction with users
• Lack of Consumer Promotion
Communications Analysis
FACEBOOK WEAKNESSES
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• Complete business profile
• Strong photo gallery
• Interaction with users
• Positive Testimonial
Communications Analysis
YELP STRENGTHS
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• Isn’t Used Effectively
• Isn’t Distinguishable
Communications Analysis
YELP WEAKNESSES
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TARGET MARKET �ANALYSIS�
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• Population: 22,341
• Median Age: 33.7
• Median Income: $78,000
• Household Spend: $61,000
• Households Mostly Without Kids
Sunnyvale DEMOGRAPHICS
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• Lockheed Martin Space Systems
• Yahoo! Inc. Headquarters
• Apple, Inc.
• Juniper Net works
• HP
Sunnyvale TOP EMPLOYERS
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URBAN UPTOWN • Wealthiest Urban Consumers
• Midscale to Upscale
• College Education
• Ethnically Diverse
• Heavy Technology Users
Target Market
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GENERATION X Motivation • Experiencers
Values • Excitement • Convenience • Technology
Target Market
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YOUNG BOOMERS Motivation • Experiencers, Achievers
Values • Comfortable Life • Excitement • Health
Target Market
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YOUNG DIGERATI • Young Achievers
• Aged 24 to 44
• Trendy Community
• Social Acceptance
• Renters
Target Market
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THE PRAGMATICS • Young & Wireless
• Aged 25 to 44
• High Income
• Technology to Simplify Life
• Convenience
Target Market
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MOVERS & SHAKERS • Midlife Success
• Aged 35 to 54
• America’s Business Class
• Comfortable Life
Target Market
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MARKET POSITIONING�
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MARKET POSITIONING
Product Attributes
• Authentic
• Convenient
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Corporate Strategies: REJUVENATE IDENTITY
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Introduction: AGAPE GRILL
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• Identifies Organization
• Incorporates tagline
• Warm Colors
• Appealing to Target Market
Corporate Image Strategy:
LOGO CREATION
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• From the Heart
Corporate Image Strategy: TAGLINE
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Corporate Strategy: BRAND POSITIONING • Healthy
• Authentic
• High Quality
• Convenient
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Corporate Strategy: PUBLIC RELATIONS • Identify Stakeholders
• Image Building Activities
• Press Kits
• Proactive Crisis Plan
• Assess Corporate Reputation
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Communications Analysis
OUTREACH San Jose Greek Festival
• Founded by St. Nicolas Greek Orthodox Church
• Direct Sampling
• Great exposure
Costs
• Time Consuming
• No Profit
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Public Relations
Evaluation • Measure Hits
• Advertising Value Equivalent
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Corporate Health:
Evaluation • Innovation
• Profitability
• Employee Performance and Attitudes
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Return on Investment:
Evaluation • Incremental Sales from Marketing
• Changes in Brand Awareness
• Total Sales Revenue from Marketing
• Changes in Market Share
• Reach/Frequency Achieved
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IMC MANAGEMENT
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IMC �OBJECTIVES
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YOUNG DIGERATI • Budget:
IMC Objective:
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YOUNG DIGERATI • Advertising • Adv Goals & Budget • Creative Brief • Design • Consumer Promotions • Budget Allocation
IMC Methodologies:
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YOUNG DIGERATI • Product: Lamb Gyro • Objective:
Creative Brief:
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YOUNG DIGERATI Target Audience:
• 24- to 44-year-old consumers
• Split evenly between males and females
• College educated
• Approximate Annual Incomes of $70,000
• Psychographically, the targeted market is a group known as
Creative Brief:
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YOUNG DIGERATI • Sample Consumer
Promotions
• Personal Selling/Alternative Marketing
• PR and Sponsorship
• Database Programs (Square)
Consumer Promotion:
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YOUNG DIGERATI • Traditional Media (Radio
spot)
• Twitter Promoted Account
• Facebook Page
Media Tools:
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YOUNG DIGERATI • Social Media Monitoring • Analytics
Measurement and Evaluation
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YOUNG DIGERATI • Create Facebook Page
• Content Calendar
• Exclusive Offer for Check-In
• Free Sample Promotion
Promotion: Facebook
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Facebook EVALUATION • Analyze Insights Metrics
• Total Likes
• Friends of Fans
• People Talking About This
• Total Reach
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CALL TO ACTION Intristic rewards tend to draw consumers back.
Free Food for Offensive Achievement
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MOVERS + SHAKERS • Budget:
IMC Objective:
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MOVERS + SHAKERS • Audience Size: 1,592,000 • “Lite Rock, Less Talk” Format
• Bay Area’s Official Christmas Station
Media Tools: Radio KOIT-FM
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MOVERS + SHAKERS • Audience Size: 1,592,000 • “Lite Rock, Less Talk” Format
• Bay Area’s Official Christmas Station
Media Tools: Radio KOIT-FM
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PERSUASION • Change Attitude • Affective – Conative -
Cognitive • Cognitive Mapping • Affect Referral
Consumer Purchasing
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AFFECT REFERRAL “An emotional bond with a
product can be the strongest and most salient
factor in the decision.” -Kenneth Basdafsd
Buyer Behavior
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TARGET MARKET Advertising: “I Need a Gyro”
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• Use a layout that is inviting.(Bright Colors and Pictures of Food and Excitement)
• Update events and daily specials.
• Add a comments or guest book section for customers.
• Put a sign-up form.
Communications Analysis
WEBSITE STRATEGIES
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Website Strategies
HUB + SPOKE MODEL
Website
Social Media
Direct Marketing
Search Engine
PR News Release
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• Interact with fans as much as possible
• Use existing application to promote story
• Consider building your Facebook fans. (Provide Incentives, see picture for example).
Communications Analysis
FACEBOOK STRATEGIES
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Communications Analysis FACEBOOK STRATEGIES
Freebies and coupons attract
new and/or recurrent customers.
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• Keep the page updated
• Recognize the value of your customer reviews
• Provide information that will distinguish Agape Grill from its competitors
• Track and use metrics in Yelp dashboard
Communications Analysis
YELP STRATEGIES
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• 20+ million users
• User friendly
• Free Exposure
• Special Discounts
• Customer Return
Costs
• $10 for a company to claim a business
• Time Consuming
Communications Future Tools
FOURSQUARE
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BENEFITS
• One of the fastest growing social outlets
• Great Interaction
• Connects to other social networks (facebook, twitter, etc.)
COSTS • Time Consuming
Communications Future Tools
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Benefits • Quick Response from consumers
• Attract new faces
• Increase local awareness our cuisine
• Set us apart from other Mediterranean restaurants
Costs • Groupon takes a part of our profit
Communications Future Tools
GROUPON
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Communications Analysis
YELP WEAKNESSES
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Communications Analysis
YELP EVALUATION
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Benefits
• User friendly blogging software
• Has been around since 2003
• Can appear on Google Top Searches
Costs
• $99 a year to create blog
Communications Future Tools
WORDPRESS
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COMMUNICATION �OBJECTIVES • Change Customer Attitudes
• Increase Market Share
• Build Customer Traffic
• Increase Sales
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�BUDGET Percentage-of-sales budgeting
• 6%-12% of annual revenue
Restaurant annual revenue
• $130,000
Annual Marketing Budget
• $8,000
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BUDGET • Social Media: 2%
• Consumer and Trade Promotions: 60%
• Public Relations: 5%
• Traditional Media Channels: 33%
Splitting Marketing