Integrated Marketing Commuhnications Plan for Electric Car Company

5G4240 - 0910
Integrated Marketing Communications

Lecturer: Angela Hall

Integrated Marketing Communications Plan for Goingreen

June Gil - 09980845

1. Integrated Marketing Communications Plan and Schedule and Justification

Our previous work has shown that Goingreen needs to undertake a series of marketing communication activities in order to meet the objectives established in the previous report:

▪ ‘Re-position the brand as a low cost/convenience option amongst 30% of London urban drivers in the next 12 months’

▪ ‘Improve brand awareness by 25% in London urban drivers over 45, and who are ABs, in the next 12 Months.’

▪ ‘Improve understanding of the GoinGreen Brand Personality amongst 30% of London urban drivers in the next 12 Months.’

This section presents a one year integrated communications plan/schedule to help achieve this goal (see appendix 1.1 for sources), as well as justification for the tools used.

Gantt Chart

[Marcoms Plan] [Goingreen]

Project Lead: _________________
Today’s Date: _18/01/2010______
Start Date: _01/01/2010_________

| |TASKS |START |END |

Drive.com site -
|Banner |468 x 60 |£15.00 |CPM |

[Source: BRAD]

Figure 1.2 (Highest ROI Generating Tools)

[pic]
Source: Marketing Charts

Figure 1.3 (Target audience)

▪ Motivations: ➢ Environmentally friendly ➢ Those looking to save money (Mintel, 2008)1

Current Target Audience – Environmentally Concerned

▪ Characteristics: ➢ Environmentally aware – active, organic food, technologically savvy (www.hybridcars.com) ➢ Wealthier consumers – higher income than average – Abs (Klein, 2007) ➢ Age - Over 45s have increased environmental concern (Mintel, 2007) ➢ Education –

References: Day, A. (1997). A model for monitoring Web site effectiveness. Journal of Internet Research, 7(2), pp. 109-115. Available at: http://www.emeraldinsight.com/Insight/viewPDF.jsp?contentType=Article&Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/1720070204.pdf [Accessed on 13 January, 2010] Dynamic Logic (2005). Auto Sites Drive Conversion Rates For Car Ads. [Online] Available at: http://www.dynamiclogic.com/eu/pressroom/coverage/?id=363 Gardener, E. & Minakshi, T. (1998) A Communication Framework to Evaluate Sales Promotion Strategies. Journal of Advertising Research, 38(3), pp.67-71. Jaffar, G. (2010) Car company revenues and event costs [Interview] (Personal Communication, 11 January 2010) Marketing Charts (2007) [Accessed on 7 January, 2010] Metro Advertising Mintel. (2008)1: ‘Car Retailing -UK August 2008. Mintel International Group Ltd. [Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=280612 [Accessed on 8 January, 2010] Mintel Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=227758 [Accessed on 8 January, 2010] [Accessed on 8 January, 2010] Mintel Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479521&list=wh_items/display/id=438493 [Accessed on 8 January, 2010] [Accessed on 28 December, 2009] Pelsmacker, P Reid, M. (2003). IMC-performance relationship: further insight and evidence from the Australian marketplace. International Journal of Advertising, 22(2), pp.227-48. Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, 34(4), pp.41-54. Rosenberg, K.E. (1998) Should the Language of “Testing” be Abolished?. Journal of Advertising Research, 38(3), pp.73-76 SEO Costs [Internet] Thögersen, J. & Ölander, F. (2003). Spillover of environment-friendly consumer behaviour. Journal of Environmental Psychology, 23(3), pp. 225-236. Tippings, M.J. & Kunkel, R.A. (2006) Winning a Clio Advertising Award and its Relationship to Firm Profitability. Journal of Marketing Communications, 12(4), pp.1-14. Tjaco, H.W. (2003), “Avoiding advertising research disaster: Advertising and the uncertainty principle”, Journal of Brand Management, 10(6), pp. 403-409