Integrated Marketing Communication Report
Integrated Marketing Communication Report
Contents
Executive summary ………………………………………………………….. 2
Situation analysis ...………………………………………………………….. 3
Objectives ……………………………………………………………………… 5
Strategy ………………………………………………………………………… 6
Tactics ………………………………………………………………………….. 7
Action …………………………………………………………………………… 9
Control ………………………………………………………………………….. 12
Reference ………………………………………………………………………. 14
Appendices …………………………………………………………………….. 15
Executive Summary
Spoonfed is a web-base business, by providing free service to user who interested in London events. Events included gigs, clubbing, arts, comedy, theater and festivals.
Spoonfed sees the growth on leisure economy which is going to expand its business scope and increase company profile by launching a campaign in the Olympic game 2012 London. Spoonfed current target is student within London and now moving towards tourists. The campaign will launch from July to August.
Throughout the report, It follows a SOSTAC structure and the key things from the report are as follow: * Spoonfed has a budget of £100000 for the campaign * Spoonfed main target groups are student in London * Communication tools such as Google ads and Facebook Ads etc * Main objective is to capture the hearts and minds from students and tourists.
Situation Analysis
Spoonfed was launched in 2007 and was first aimed in university students. They provide a free service to their customers and it basically like Google business model. Spoonfed is now at the business stage of that selling the advertise space to other companies to target Spoonfed’s audience in order to generate revenues. Under Spoonfed’s business model, there is a future plan, not yet realized, which was to offer subscription version advertising free. However, it has been delayed due to the 2008 recession and the slow recovery. Spoonfed’s business scope is to concentrate on the event in London and recently focus on 250,000 students
Contents
Executive summary ………………………………………………………….. 2
Situation analysis ...………………………………………………………….. 3
Objectives ……………………………………………………………………… 5
Strategy ………………………………………………………………………… 6
Tactics ………………………………………………………………………….. 7
Action …………………………………………………………………………… 9
Control ………………………………………………………………………….. 12
Reference ………………………………………………………………………. 14
Appendices …………………………………………………………………….. 15
Executive Summary
Spoonfed is a web-base business, by providing free service to user who interested in London events. Events included gigs, clubbing, arts, comedy, theater and festivals.
Spoonfed sees the growth on leisure economy which is going to expand its business scope and increase company profile by launching a campaign in the Olympic game 2012 London. Spoonfed current target is student within London and now moving towards tourists. The campaign will launch from July to August.
Throughout the report, It follows a SOSTAC structure and the key things from the report are as follow: * Spoonfed has a budget of £100000 for the campaign * Spoonfed main target groups are student in London * Communication tools such as Google ads and Facebook Ads etc * Main objective is to capture the hearts and minds from students and tourists.
Situation Analysis
Spoonfed was launched in 2007 and was first aimed in university students. They provide a free service to their customers and it basically like Google business model. Spoonfed is now at the business stage of that selling the advertise space to other companies to target Spoonfed’s audience in order to generate revenues. Under Spoonfed’s business model, there is a future plan, not yet realized, which was to offer subscription version advertising free. However, it has been delayed due to the 2008 recession and the slow recovery. Spoonfed’s business scope is to concentrate on the event in London and recently focus on 250,000 students