Came up with an integrated marketing communication plan for a client’s brand and provide a recommended plan of action to deliver on their MarComm goals.

1. ShopMayu
Integrated Marketing
Communication Plan
Team Innovation Nation
10/11/12

2. Executive Summary
• About ShopMayu
• Current Scenario
– Website analysis
– Social media challenges
• Additional Challenges
• God Particle: Peruvian Elegance Exemplified
• Big Idea: Wow (Phase I), Woo & Win (Phase II)
• Conclusion

3. Current Scenario
• Kate Robertson – CEO and Founder of
ShopMayu
• History behind ShopMayu (Peace Corps)
• Target audience
• Primary : Professional, working women from 30+
• Secondary: Men who may purchase for themselves or as
gifts
• Social Media in use:

4. Analysis and Challenges
Where Visitors Click
• Google Analytics
– Google Ad-words (Does not exist)
• September sales (abysmal)
• YouTube Channel (Outdated)
• Press Mentions (Missing)
• Social Media -> One Voice (Consistency non-existent)
• Website ineffectiveness

5. The Transformation
God Particle
100% Alpaca  Peruvian Elegance Exemplified
The Big Idea
Wow, Woo & Win
Phase I – Wow  Category Need & Brand Awareness
Phase II – Woo & Win  Brand Attitude, Brand Purchase
Intention, Brand Purchase Facilitation

6. Phase I- WOW
Tactics:
Magazine Ad
Fashion Bloggers Endorsement
YouTube Video Commercial

7. Phase II – Woo & Win
Tactics
• Gamification
– Design your Scarf
– Your Alpaca Stylist
• Facebook (Pay Per 1000 Impressions)
• Twitter (Exclusive Twitter Handle)
• Pinterest
• YouTube testimonials
• Online Magazines

8. Media Plan and Budget

9. Recommendations- Message
• Play-up fashion quotient with Peruvian Elegance
• Play-down social cause of Peruvian Knitters
• Target businesswomen of the desired income
• Link luxury to the brand and product
• Use relevant women models who represent the
same target audience

10. Recommendations- Strategy
• Focus on Search Engine Optimization
• Chalk out clear plans from October to
February
• Review the Website and its messaging
– Focus on Creating the Category Need
– Re-establish Brand Awareness and Attitude
– Improve Website’s BPI and BPF

11. Recommendations- Tactics
• Review web design for the future and make it more
elegant
- Change color scheme for all mediums to black and gold
• Focus on Professional Chapter Events for women
• Liaison with Fashion Bloggers and Online Magazines
• Effective Video Commercials & Testimonials
• Invest in Marketing budget beyond current income