Question

TOPIC: A NEW CYBERSECURITY COMPANY (Virus removel)

Promotion: Integrated Marketing Communications Strategy

Use the template below to lay out your design for a marketing campaign aimed at your target segment.

• Approach: How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc. Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.
• Goal: In consideration of the of your previous analysis, you need to identify at least one goal for the campaign. What is the goal you want to achieve with the marketing campaign? Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.) Example: Audience: HR professionals who are casual and powerusers of Chumber systems - Increase event registration by 20% by the start date of the annual user conference.
• Messages: Identify the primary message for your campaign. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement.

Example:

• Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
• Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
• Proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.
• Call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign and how will you use each of the tools. Look for ways tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Example:

Digital Marketing

• Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

• Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend conference.

Sales Promotion + Digital Marketing

• Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIs—Key Performance Indicators)

How will you know your campaign is successful? How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

• Total sales/revenue
• New/incremental sales
• Number of qualified leads generated
• Net Promoter Scores
• Web site unique visitors
• Number of registrations/sign-ups
• Impressions – views of content
• CTR – click through rate
• Engagement – comments, likes, shares, pageviews, video views
• Followers – social media (Facebook, Twitter, LinkedIn, YouTube)
• Awareness
• Etc

Risk Factors

Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the

“weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.

Executive Summary

Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly description the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organization’s competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.

Answer 1

SMART goals are:

• Specific: Well defined, clear, and unambiguous
• Measurable: With specific criteria that measure your progress towards the accomplishment of the goal
• Achievable: Attainable and not impossible to achieve
• Realistic: Within reach, realistic, and relevant to your life purpose
• Timely: With a clearly defined timeline, including a starting date and a target date. The purpose is to create urgency.

Tools of Integrated Marketing Communications

• Advertising
• Personal selling
• Direct Marketing
• Mobile Marketing
• Social Media Marketing
• Public Relations
• Sales Promotion
• Sponsorships

The objectives of marketing planning in a firm are:

• Aides in estimating and limits future vulnerabilities

• Supportive in Coordination

• Supportive in Control

• Supportive in Management by Objectives

• A check upon Wastages

• Supportive in Maintaining Healthy Competition inside big business

• Supportive in giving Maximum Satisfaction to customers

• Supportive in expanding the effectiveness of workers