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This is the capstone to your marketing plan. This week you’ll apply what we have learned in Module 7 about advertising, promotion and the promotional mix to develop your IMC plan. The instructions and requirements can be found here. Pay close attention to the requirements for mock-ups or examples of your plan. You are required to use the creative brief format described in the requirements. This part of your plan is challenging but can also be fun – get creative and try some new stuff. Click here for examples of IMC mock-ups. IMC Activity Examples MKT301 As part of your marketing plan you are required to create a promotional plan as described in the instructions. There are two parts – the creative brief that explains the action item or activity and mock-ups of your ads or promotional materials as shown in the following examples. As you’ll see – most of these are nothing more than PowerPoint slides created by students like yourself taking MKT301. You are not expected to be design experts or graphic artists. Your instructor simply wants to see that you can demonstrate the concept of matching message, imagery and choice of media to your target audience. Be creative and have some fun with this! The first few are for a non-profit providing low cost spay and neuter services. The first two are print ads and the second two are billboards. The last is a direct mail piece for a fundraising event. Now this is what I call a Mother’s Day Come on, give her break on Mother’s Day by not letting her become a mother. Spayed kitties live longer and healthier lives and don’t contribute to overpopulation. Call the Animal Coalition of Tampa today to make your low cost spay or neuter appointment. ANIMAL COALITION OF TAMPA www.act-tampa.com 555-555-1212 Follow us at #catmomday It’s Cinco de Meow at ACT Tampa Animal Coalition performed over 5000 cat and dog sterilizations last year. But the need is so much greater. Your corporate table can help subsidize spay and neuter services to Tampa’s unprivileged kitties and puppies. Call 813-555-1212 to reserve your table. Join Mewguel and his friends for an evening of music, food, drink and prizes to help end pet overpopulation. Date, time, place Print Ad 5 Low Cost Spay and Neuter 813-555-1212 www.acttampa.org Billboard 6 Oh boy, oh boy, oh boy I love a car ride! Neutered dogs live longer, healthier lives and make better pets. Call Animal Coalition of Tampa today for your low cost spay or neuter appointment (sunglasses extra). Contact information It may be the most important trip of his life It’s Cinco de Meow at ACT Standard 4.5” x 5.75” Coated Postcard Join Mewguel and his friends May 5, 2009 for an evening to help end pet overpopulation. Sponsored by Corona Beer and SweetBay Call 813-555-1212 for Reservations www.acttampa.org 8 Indicia USPS non-profit Call 813-555-1212 for Reservations Music • Food • Cash Bar • Silent Auction Animal Coalition of Tampa 1719 Lemon Street Tampa, FL 33613 MAY 5, 2009 7:00pm SKIPPER’S SMOKE HOUSE 5000 SKIPPER ROAD INDIVIDUAL TICKETS $$ COUPLES $$ BUY THREE AND THE FOURTH IS ON THE KITTIES! CORPORATE TABLES AVAILABLE ADDRESS BLOCK 9 The next two are for Elder Care, an in-home service for retirees. Taking care of our parents Elder Care “Say No to nursing homes and YES to in-home care” Call us at 1 800 555 1234 www.eldercare.com Print ad Elder Care We’ll do everything, so you don’t have to! #momcare 352-555-1212 [email protected] Billboard The next two are for Kid Keeper, a device that allows parents to keep track of their kids in busy public places Kid Keeper, the latest in child tracking technology. Not only will it keep them safe, but they will love the fun colors and designs. Call today to receive special pricing! www.kidkeeper.com 1-800-596-7743 IMC Print ad, billboard or online ad 14 Print ad or movie theatre slide The next one is a bit unique. It is a hand drawn storyboard for a YouTube video promoting a summer camps for aspiring film makers. The one that follows it is a print or online ad for the same camp. This could be you one day… A summer camp to bring out your creative film aspects and unique ideas. Visit our twitter @BTSFILMcamp This is an amusing print ad or billboard for a pet boarding or daycare business. Note the cute logo. The next two are ads for Officer Friendly, a non-profit associated with a police department. The last of the three is another hand drawn storyboard. The next is a bit more edgy and controversial. The student made this using clip art and then added text in MS Illustrator. This is more complicated than yours will likely be but is a great example of the possibilities. The following slide is an ad for Gamedate.com, an online dating service for sports fans. This could serve as a billboard, print ad or movie theatre ad among other uses. Just modify the layout to fit the medium. Got Game? Gamedate.com Find Your Match Here The last few slides are examples of e-marketing or social media. Social Media: Twitter Twitter: Tweets Social Media: Instagram Integrated marketing communication example This is the culmination of your marketing plan and will carry more weight in the grading. In this section you will detail the advertising and promotional activities you will use in your project. You have many options regarding what IMC plans you create for your project and should select those that best fit your product/service/non-profit. You should also select those that interest you personally or professionally. You are required to complete TWO advertising or promotional IMC items for your product or service. DO NOT ATTEMPT THIS UNTIL YOU HAVE COMPLETED MODULE 7! THE GRADING WILL ASSUME YOU HAVE THE KNOWLEDGE AND INFORMATION FROM THE MODULE AND ELDER CARE SCENARIO. There are two parts to your IMC assignment. First, you will complete a creative brief for each of your activities. There is an example below. Second, you will create an example or mock-up of your activity. You will find some examples in Module Seven. These examples will not cover all the options you might select for your IMC activities. They will, however, give you some ideas regarding what is expected of you. Generally, everything you need to do can be created in PowerPoint or similar applications. BE SURE THAT IF YOU USE ANY GRAPHIC PROGRAM OTHER THAN MS OFFICE YOU SUBMIT YOUR EXAMPLES OR MOCKUPS AS PDFs SO YOUR INSTRUCTOR CAN VIEW THEM. Note that you are not expected to be a graphic artist or Website designer. Nor are you expected to create an entire social media campaign. You ARE expected to demonstrate that you have a basic understanding of the IMC activities you have selected. Some IMC Options: Here are just some of the options you have for an IMC activity. Select any TWO of these or add ideas of your own. You may use any one option ONCE. You must select two different activities. NO “flyers” allowed. Flyers are not marketing, they are wat you use to announce the school dance. These are ONLY suggestions – feel free to use your imagination. Magazine print ad Radio ad TV commercial Social media YouTube ad Guerilla campaign Direct mail Direct email Press release Outdoor ad (billboard, bus ad, car wrap) Coupons Trade show or event Web site (create your landing page) Regardless of which options you select, you will be required to complete a Creative Brief using a format similar to the one below. Creative briefs: Creative briefs are used as a standard template to communicate between those involved in a marketing communication project. This might be between an ad agency and their client or between marketing staff members and their director. The exact information and the template will vary from organization to organization, but the one below is fairly common. In our class, you will use the brief to describe the IMC portion of your marketing plan. These will be included in your final written project and your presentation. Your brief will not include the middle column. The example below is for Puppy Palace, an upscale dog daycare faculty (yes, there are such things). Process Step Description Example Project What are you producing or doing? Keep this simple and short. A 30 second video for our website and YouTube Objectives Use the SMART model, but be brief. Be very specific. The objective of the video is to increase our visibility and creative a differential advantage for our high-end product model. We want to increase time on-site for our website and see XXX views on YouTube. Target Audience Use the same metrics that you used in your segmentation plan. Our target audience for the video is upper middle to upper income, media savvy, well-educated and status conscious. These consumers see their dogs as members of the family and spend on them accordingly. Key message What is the one true thing you want your customer to believe as a result of this IMC activity? What should they think, believe and do as a result of this activity? Puppy Palace is the premier choice for families that want the same daycare for their dogs that they would select for their children. As a result, they consider PP as the only choice for “real dog parents” The tone should be fun, engaging and informal. Deliverables What are the deliverables for this IMC activities? Storyboard Shoot/location schedule Equipment list Talent Budget 30 second video formatted for the web and optimized for portable devices. Deadlines and Mechanical requirements This is the “nuts and bolts”. It includes printing requirements, graphic design requirements, quantities, mailing details, deadlines, etc. It should include everything that the staff needs to execute the project. Storyboard is due in 10 days. Production requirements in 15 days. Finished video in 30 days. Video must be compatible with all major delivery modes. Backups must be secured. B-roll and raw footage to be delivered to the client. Budget What is this going to cost? Project budget is $7500 Examples or mock-ups See the PowerPoint in Module 7 for examples. 3 Supply Chain Management Students’ Name Institutional Affiliation Course Professors’ Name Date Supply Chain Management Part one To keep things running smoothly, in supply chain management one has to develop strategies which are likely to respond to the challenges with the sector. Such problems with the supply chain management may be due to consumer demands, additional routes to market, international and national complexity, among other variables. Consumer demands Consumer or the market demand is not always constant or in other words it keeps on changing from time to time. Market demand may go either up or down depending on the customers personal preference, changes in tastes as well as cycle in technology. Thus in this case to be supplied with either coffee or chocolate well by the available suppliers I have to research on what my target market requires more. Getting to know what is required by the potential market will help in looking for the best suppliers of coffee and chocolate basing on the market demand. Supplier location The supplier of the either chocolate or coffee that I need to sell to the potential market may be located in a far place hence calling for supply chain challenges. The challenges may be as a result of high costs due to transporting such raw materials which later will lead to increased operation cost hence high prices of the final product. Charging high prices for the final product will hinder consumers from buying such products hence a challenge. National or international complexities There might exist some complexities either from the foreign states where one imports coffee or chocolate or just from the local market if it is being obtained locally. For the international may be due to the restrictions in importing hence posing a serious challenge in supply chain. On the other hand obtaining such raw materials locally may also pose a challenge to supply chain as the quality may not meet the customers’ expectations and preferences. The most successful goods are those that satisfy the quality, availability, and pricing criteria of consumers. To fulfill such requirements, the underlying supply chain is critical. Part two Supply chain for coffee and chocolate Up stream Midstream Down stream Coffee production from farm Storing Differentiating Transporting from farm Processing Distribution Processing packaging Moving from suppliers Selling to consumers Transporting Selling to the final consumers End user: In this case I will be selling to the end user or in other words directly to consumers. 2 SWOT ANALYSIS for Yoga Studio Rosa King Saint Leo University Professor Perry Haan SWOT ANALYSIS for Yoga Studio My selected business plan for SWOT analysis is Yoga studio. This yoga studio focuses on disciplines that integrate and develops the mind, body, and spirit. The benefits of yoga are tremendous, and some people incorporate it into their daily routines. Some benefits include reducing stress, anxiety, inflammation, depression, chronic pain, and improving heart health and the quality of life as a whole. In addition, yoga incorporates breathing and meditation providing people with a comprehensive sense of wellbeing and recuperating from sickness (Kumaran et al., 2020). Thus, my yoga studio will enable people to be active internally and externally to improve the quality of their lives and also enhance income generation. INTERNAL Strengths Weaknesses Very high-profit margins Insufficient marketing techniques Limited competition in the area Rivals can offer similar services easily Properly designed business system Lack of professional branding Qualified, knowledgeable, and reputable instructors High maintenance costs Affordable Client complaints EXTERNAL Opportunities Threats Many people practice yoga Regulation changes can affect the business Expansion for online classes Major competitors already offer yoga services People get attracted by reduced membership costs and discounts Gymnasium machines make people lazy to take yoga classes Opportunities to advertise in other businesses Individuals can do yoga without an instructor Availability of renting space in strategic places The preferred time for yoga is early morning, and some people will find it difficult to wake up After the SWOT analysis, I have identified areas that require an action plan. The main strength of my yoga studio is having qualified, knowledgeable and reputable instructors. Yoga trainers should have a formal qualification and be well equipped with knowledge about yoga, including philosophy, history, and styles. Instructors should also know the requirements associated with yoga practice, the benefits, and the intentions. Moreover, they should be able to techniques and postures to suit the student with the growing demand for yoga and an increasing number of students; trainers need to offer quality services through guiding and training students safely. Thus, I will ensure that the already qualified trainers attend regular training and workshops to be more equipped, learn and put up with yoga styles and trends. Insufficient marketing techniques are a weakness that requires action plans. Marketing strategies create the link between a businesss strategic direction and result delivery. It connects everything by ensuring that the right activities take place, at the specified time, to the target audience and using the right channels. Good marketing strategies ensure focus, proper resource allocation, consistency, clarity, and increased profit margins. To overcome this weakness, I will set marketing goals, conduct an audit, do market research and analysis, identify the target market, estimate the budget and develop marketing strategies. Consequently, I will be able to develop more marketing strategies like creating a website and the use of consistent social media marketing. According to Mutafungwa (2019), marketing in social media is cost-effective, increases customer and brand awareness, and creates huge traffic. The crucial growth opportunity for my yoga studio is attracting more people through reduced membership costs and discounts. Discount initiatives make customers feel positive about a business, enabling them to choose the business over the competitors, leading to new customers and increased sales volume. However, a business should set considerable discounts that would enable them to make profits. Developing more discount strategies like seasonal discounts, special offers, and value-added offers can help attract new customers, bring inactive clients back and increase sales. The major threat to my business is that major competitors already offer yoga services. Therefore, my business plan is already implemented by other people who already have a market share. However, proper market penetration techniques can help me gain a market share and opportunities for growth. The aim is to overtake competitors already offering yoga services through establishing a different market segment and acquiring customers being served by competitors. Lowering prices is one of the strategies that I will use to generate demand for my services, although competitors could be offering services at low prices, and further lowering of my prices to outmatch competition would be unrealistic, leading to zero profits. Minimizing this threat will be challenging; however, I will try and carve a niche for my business instead of beating competitors prices. References Kumaran, S. S., Vallimurugan, V., & Kodeeswaran, N. (2020). PART OF YOGA FOR STRESS MANAGEMENT AND HEALTHY LIVING: A SHORT VIEW. Mutafungwa, R. (2019). Importance of good skills and strategies when marketing a business through social media networks.