Marketing Communications Roadmap Marketing Situational Communication Analysis Objectives

Marketing Communications Roadmap Marketing Situational Communication Analysis Objectives Marketing Communication Strategies Marketing Implementation, Communications Mix Monitoring & Control Scheduling & Budgeting

Interactive Marketing Model Noise Clutter, Message conflict & Inconsistency Source Message Channel Receiver Newspaper, Mail, Company/ Brand, Agency Brand Messages Magazine, E-mail, (Planned, unplanned), TV, radio, package, Product, Service salesperson, customer service, Internet Buy/not buy, request information, visit store, sample product, repeat. Feedback 2 Target Audience

3 stores available in green road and inefficient website with numerous bugs Occasional flyer drops & mailing list opportunities Seasonal branding campaign & company hangout Facebook page limited reach (1, 500) & Twitter account limited reach (2, 500) 01 Issues Identified 02 03 3 01 02 03 Flawed (in our brand awareness, website, and overall delivery of business operation. i. e. Promotion, online sales) Need to increase general footfall for both instore and online Increase brand awareness with social media presence and live campaigns Current Methods

Market Segmentation Demographic Geographic Psychographic Behavioral • Age: 20 – 30 • Nations: North American • Life style: Standard • Upper status: Standard • Gender: Male and Female • Religion: Any • Social Class: Standard • Usage rate: High usage rate • Income: More than 20, 000 • Neighborhood: Any • Personality: Integrated • Occasions: Personal

Brand Positioning Chart Company A Our Brand The service is slow and the product doesn’t work well even though this brand has been around for so long. Company A Company B The biggest draw for customers is that their products are Company B cheap and accessible. Otherwise their quality is subpar. Company C Their product does the job. But it’s so expensive that it’s Quality totally out of the budget for most consumers. Our Brand We made it so simple. The quality is amazing and the price is Value 5 only a fraction of some other brands & more useful!

Trend Year AI Video Chatbots Voice Search Content Omni Channel AR Moments Push Notif Current Year 45465 23147 58679 24567 85669 27121 754214 27846 23684 Next Year 21546 56216 21454 27231 27667 58955 54461 31651 14515 In Two Years 54812 14815 44551 38624 27824 25665 78521 21542 27521 Analysis Content driven marketing will continue to grow and dominate as the most accessible and well Current Year Next Year In Two Years embraced marketing trend in the foreseeable years with new ways to experiment. 40 30 20 10 0 AI Video Chatbots Voice Search Content Omni Channel AR Moments Push Notif

IMC helps the customer move through the various stages of the buying process by IMC can create a encouraging them with a competitive advantage concise message through increased sales, profit and market share from successful communication Integrated Marketing Communications Carefully linked messages help the buyer by providing them with timely reminders, updated information & special offers on products. 7 Consistent messages through various communication channels can increase perceived credibility

Advertising Roadmap Placement in the Media Post-Test 05 Objectives & target group 02 06 Pre-Test 03 Pre-Test Concept Development 04 Strategic Advertising Research 01 Advertising Strategy 8 Creative Execution End of Campaign

Advertising Optimization Conditions: Fuel prices Consumer Confidence Season Direct mail Radio Actions: Direct mail Consumer Response Online display Native content Online display Attribution Optimization Allocation Search, online chatter Store visits, purchasing Pricing Cinema Mobile apps Public relations Business Outcomes Tv ad Pricing Promotions Competition: Unit sales, revenues, Margins, market share, Customer lifetime value Competitor Advertising

SE O Digital Paid Search Quarter 1 Quarter 2 Quarter 3 Quarter 4 Audit SEO Review Q 1 SEO results Refine Meta titles Review Q 3 SEO results Keyword Research Keyword rich blog post Review Q 2 SEO results Define goals for FY Audit Adword account Test conversating tags Test landing pages Review Fy 19 Budget Set up conv. tracking Review Q 1 paid search rslt Test Ad copy Define goals for FY Build Facebook Ads Optimize paid Ads Refresh Linked. In creative Review Q 3 Social Results Set up Linked. In Ads Review Q 1 Social results Optimize paid Ads Define goals for FY Map out campaign Launch coupon Offer Launch coupon offer #2 Map out Content FY Create brand email Test Churn email temp. Test Drip campaign Define goals for FY Marketing Roadmap Social Media Email Marketing

Pre Vs. Post Campaign Evaluation ▲ 20% ▼ 10% ▲ 3. 5% ▼ 2. 6% ▲ 15% ▲ 20% ----- Brand Awareness Ad Awareness Engagement Rate Post Campaign Abandoned Cart Pre Campaign Awareness Brand Rating

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