It’s Dirty Deeds Time

The APP that is Changing the Diaper Business One Baby at a Time!

Integrated Marketing Communications

The Product

Mission: We are committed to dynamically integrate our communication and market positions in order to solve business issues and create a distinct brand that delighted customers can trust

Vision:To combined utilize an IMC Plan to create brand awareness and increase our target audience so we can grow revenue and delight our customers

Bringing technology into the care of a baby will help you “ embraced the wealth of sanity-saving, stress-reducing resources that make parenting a little bit easier” (Oh, 2016). Our first app, Nap-E-Poo, helped track baby’s eating, sleeping an diaper changes. Our new line of amazing technology with RFID chips will know when Baby needs to be changed before your Nose, Knows.

Mission and Vision

Integrated Marketing Communications Plan

Analysis

Gather DataSort

Identify Customers

TargetSelect Media

Identity

UniquePositioningOffer Value

BrandLogo

Slogan

Goals

SpecificMeasureabl

eTiming

AwarenessListen

Communicate

Sell

Budget

AmountAdvertisemen

tPromotions

Media Division

Unexpected

Measurement

KPI• Sales

Revenue• Customer

Value• New

Contact Rate

• ConversionROI• Cost Per

Lead• Inbound

Marketing• % of

Conversion• Sales

Increase

Strategic Planning Process

Mission Statement:We are committed to dynamically integrate our communication and market positions in order to solve business issues and create a distinct brand that delighted customers can trustCurrent Market Position:Analyze data to determine current target customer and buying habits. Gain a clear understanding of successful strategies that can be implemented with little effort.SWOT:Strength, Weaknesses, Opportunities, ThreatsDestination:Use data to determined the new target audience and the most effective methods of communicationOrganizational Strategies:Create calendar that reflects daily, weekly and monthly tasks required to implement Strategic Plan. Assigned personnel to complete tasks to implement Strategic Plan.

S.W.O.T.

Expanding operations from the early stages of our business has lead us to expand more rapidly, from a small in-home business to a thriving online marketplace and now a store front. Ongoing analysis to stay current with our ever changing situation is critical to our success especially with a store that requires personal time and creates interpersonal engagement with our customers.

Analysis

Analysis

Gather DataSort

Identify Customers

TargetSelect Media

Gather Data From: Landing page visits, social media followers, email response, prior purchases

Data: Name, address, email address, purchase history, engagement Target Audience: Consumers who are interested in supporting local business; Parents who seek resolution to an issue that can be solved by our productSecondary Audiences: Members of the local community who don’t know they need our innovative ideas/consumers who have not been introduced to the brand; Meeting a need they didn’t know they hadSelected Media: Landing Page, social media, mobile web site, event radio, community bulletin boards, email, outdoor, newspaper. Packaging

Idnetity

Identity

UniquePositioningOffer Value

BrandLogo

Slogan

Unique: Stand out among competitors, offer something unusual.

Positioning: Delight the customer, meet their needs, find their desires; be visible be memorable Offer Value: create a brand story that improves lives.

Branding: Simple, recognizable, with quality, transparency, and fun

Identity: Use the insight from gathered data to communicate and position the brand and create value for the customer.

With few competitors in the market and no retail outlets in the area, Dirty Deeds can take advantage of their tech savvy product line and brick and mortar store

Did she or Didn’t she? Dirty Deeds will knowDirty Deeds Done Dirt CheapIt’s Dirty Deeds TimeDirty Deeds Knows Before Your Nose!

Goals

Goals

SpecificMeasureable

TimingAwareness

ListenCommunicate

Sell

Specific: • Increase revenue• Rise in community awareness• Expansion of customer baseMeasurable:• Percent increase in sales• Expanded mailing list/social

media followers• Participation in events• Brand recognitionAchievable:• Present unified

communication plan• Measure resultsRelevant• Focus on revenue increase• Engagement of target

audience• ResponsibleTime-Bound• Marketing calendar for events• Use current events on social

media• Ongoing analysis and

adjustments

Budget

Budget

AmountAdvertisementPromotions

Media Division

Unexpected

Amount: The budget will be provide a cap of total spending and flexibility to meet changing needs as analysis of each media outlet determines the value of that outletAdvertisement/Promotion: Advertising, promotions, coupon, discounts will all be included in the budget plan with a reserve for unexpected incidents

Analysis: Overall budget demands and limits will determined where each dollar is spent. Ongoing analysis will provide insight to Return on Investment through Key Performance Indicators. Being prepared to move dollars from one media to another keeps the message directly in front of the target audience

Balancing budget demands with the new store locations requires precise decisions to ensure the highest ROI. Key factors including rent and utilities on the building plays a roll in the overall operations budget and will impact promotions, advertising and data collecting costs.

Unexpected: Prior planning for the unexpected budget shortfall during this transitional period for the new store could become a disaster if spending is not kept in check. The fewer the expenses the smaller the issues will be when it is time to choose the best media distribution.

Social MediaWebsiteEmail

OutdoorNewspaper

Grand Opening!1501 Main StreetSpringfield

Measurement

Measurement

KPI• Sales Revenue• Customer

Value• New Contact

Rate• Conversion

ROI• Cost Per Lead• Inbound

Marketing• % of

Conversion• Sales Increase

ROI: By analyzing the cost per lead, the conversion rate and the increase revenue, we can understand the value of our investment and the revenue each marketing dollar returned in sales.

KPI: New customers, conversion rates, sales revenue will all show the media outlet that is most effective for each traditional and digital ad placement

Facebook is returning 30 percent conversion and with 29% return from the landing page, we can know that the ROI for those is almost twice what the current return on email is, in order to utilize our dollars to keep the highest level of engagement, we may want to reduce our email budget and increase paid messaging on Facebook

MessagingDid she or Didn’t she? Dirty Deeds will knowDirty Deeds Done Dirt CheapIt’s Dirty Deeds TimeDirty Deeds Knows Before Your Nose!

Show the stakeholders value, quality and the benefit to engage them in messaging. Presents simple, clear plans, create ownership of messaging among investors to achieve clear, transparent, consistent messages

Internal stakeholders:Business OwnersInvestorsBuy-In Message:Increase Sales/RevenueNew and Repeat customers

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