Communicate the Value: Integrated Marketing Communications Brief Please select a

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Communicate the Value: Integrated Marketing Communications Brief Please select a brand that has a brand problem. For example, recent player legal troubles have been a problem for the NFL brand. Another example is the Bonefish Grill, the country’s second largest seafood chain after Red Lobster. Although their check average is more than $3.00 less than Red Lobster, many consumers see that brand as “expensive”. You job is to develop an IMC brief. This deliverable will be used to instruct an external company that will be hired to develop an integrated marketing communications (IMC) campaign for your company. Your deliverable will be presented in four to five page paper and will follow APA6 formatting guidelines including a cover page and reference page (Those two pages are included in the page count. Therefore, only two to three pages of actual content is needed). IMC Brief The brief should be a concise word document that answers each of these questions. Make sure to answer each question as the information is critical to help guide the creative team that will formulate the IMC campaign. Why are we developing a new IMC campaign? • What is the problem? • What is our objective (quantified)? Who is the target customer? • Who are we trying to reach? What are the characteristics of the target market? What is the message? How does our target currently perceive us? How would we like the target to perceive us? • What is the most persuasive idea we want to convey? • What creative guidelines do we have to consider (e.g., logo, font, corporate colors)? When will the message be delivered? • What timeframe are we looking at for development and delivery? Where will the message be delivered? Which media will provide the most effective communications mix? How much will it cost? Grading Rubric Week 6 Grading Rubric Points % Description Grammar and spelling 10 10 Document is well-written with proper grammar and no misspellings Documentation and Formatting 10 10 Follows week six assignment guidelines and APA formatting Organization and Cohesiveness 10 10 Document is well organized in a logical sequence of ideas covering all the necessary sections Content 70 70 Relevant and high quality data and ideas presented as a result of careful analysis and creative interpretation, manifesting in a practical plan that could be implemented Total 100 100 A quality paper will meet or exceed all of the above requirements.

Explanation / Answer

The Paper Cup company based in the UK has a manufacturing division called the Printed Cup Company which is an important supplier of printed cups in the UK. The products comprise of hot cups, double wall hot cups, cold cups and a range of products. It is regarded as the only company in the world which has a tracking system which is digital and cloud based. Also, it is linked to manufacturing units in the UK. It provides quality manufactured paper cups in the UK and the customer service is effective.

History of the company
The business of the company was started in 2005 with the aid of Mark who is the CEO. It began in the UK in 2011 and there are at present 39 staff in 015 who are employed in production and sales. There is a significant turnover of the company which accounts for 2.1 million pounds as of the 2014-15 year and the target of the company is to reach 5 million pounds in the next 2 to 3 years.

The Integrated communications plan is planned for targeting Europe.

Situation Analysis
Strengths

It is the fastest paper cup manufacturer in the UK
Dedicated staff for careful attention and effective service
Low minimum runs of only around 1000 cups
Effective cloud-based tracking system for effective order placement
Use of FSC approved virgin materials
Environment friendly
Inhouse design team for free artwork

Weaknesses
Lack of recognition for the brand
Niche market created for profound impact among the audience
Strong competition garnered from companies like Cup Print, Huhtamaki and Benders
Niche product which does not have lot of visibility and awareness in the country

Opportunities
Opportunity to connect with the people to expand the business with niche market
Increasing awareness of issues related to environment and printed cup company reflects green issues and it is environment-friendly
There are alternatives being searched for paper and plastic.
Exceptional marketing leverage attached to the increase in the sale of customised printed cups

Threats
Cost of heavy equipment for manufacturing the product
Reliance on machinery
Heavy capital cost and focus on manufacturing

Target Market
This includes new and existing businesses which include small to medium sized companies who want to make their brand visible. This can be divided into two types
Food and services industry with the business like cafes, milkshake bars and coffee shops and this type would be competing with Starbucks and Costa for branding.
The second type comprises of companies who participate in events and product launches and wish to make their brand presence felt

The primary target market is the UK and few countries in Europe. The secondary market is within Europe.

Key Tactics for Marketing Activities
Utilisation of E-commerce capabilities to make sure that customers are reached effectively
Use of interactive communication with consumers with the use of digital marketing mix to communicate clear brand identity of the company
Awareness increased through advertisements in industry publications
Participation in exhibitions, events, charity works and networking to increase the database of potential consumers
Print advertisements in editorial in industry and local publications
Creation of Emal campaigns for effective marketing of printed cup company
Usage of Social media effectively like Twitter, facebook, google plus, Linked In, Pinterest, Instagram

Marketing Vehicles
Online

The website will be created to design updates regarding the company, offerings of the company, announcement of events and countdown of special events. List of brands will be covered by the company and featured companies will also be mentioned.
The statistics related to the current website reveals that there is 48.8% bounce rate on new customer and it generates around 40 to 50 enquiries per week.

QR codes
These codes will be introduced as an important step for marketing. They will be available for offline marketing materials like brochures, print ads, business cards and printed cups which will be utilised for brand promotion.

Integrated Marketing will involve
1) Website
2) Email
3) Social Media
4) Promotions/Partnerships
5) Editorial

The campaign will be called ‘GET YOUR BRAND NOTICED’ for other companies to choose the brand for added visibility for their company. It will cost around 10k pounds.

This will cost around

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