BMA349 - Marketing Communications

1. IMS: Integrated Service Marketing Tasmania About us:  Over 15 years in the industry  Our diverse staff and their experience gives our organisation a creative edge  Our success is based on the proven ability of the IMC marketing framework  As a Tasmanian based firm, with offices state-wide, we have the knowledge focused for your brand ‘Leading the way in service marketing, specialising in tourism brands and products’

2. Our Staff: A brief overview of who will be working on redeveloping Discover Tasmania’s marketing communication strategy Lily Role: Chief Marketing Officer Area of Expertise: co-ordination, budgeting and planning Experience: 12 years in the industry Kristi Role: Head of Research Area of Expertise: qualitative data Experience: 15 years in the industry Yiwen Role: Senior Analyst Area of Expertise: Tourism Experience: 13 years in the industry Yajie Role: Creative Marketing Officer Area of Expertise: communications Experience: 10 years in the industry Manan Role: Strategist and Communications Officer Area of Expertise: web and modern marketing Experience: 12 years in the industry

3. Aims and Objectives We are focused on improving how Tasmania’s marketing communications are integrated to capture its target market. We believe Discover Tasmania has the potential to improve how its marketing communication strategy is received. Please visit our website for recent campaigns, client experiences, our community and non for profit projects: www.imst.com.au

4. current strategy Tasmania’s current marketing campaign is funky, fresh and fun We have analysed your recent marketing communications via television adverts, press releases and social media

5. We have done the hard work... Problems with the current campaign:  lacks a level of integration via the marketing message Isn’t reaching the target market Difficulty in locating online

6. Problem: lacks a level of integration via the marketing message Outcome: Deliver a consistent marketing message across all marketing tools Solution: Improve television advertising and social media message

7. Problem: Isn’t reaching the target market Outcome: Reach target market Solution: Provide more information across marketing tools

8. Problem: difficulty in locating online Outcome: Encourage target market to visit the website Solution: Increase search engine marketing, targeting Google and social media

9. Summary • Through integration of a consistent marketing message, Discover Tasmania’s marketing campaign can reach your target market more successfully. • IMST is committed to meeting your objectives on time and within budget.

10. What do you think? IMST is flexible. For further information or queries do not hesitate to contact us via our website or phone our office.

Hinweis der Redaktion

Enjoyed current marketing campaign.particularly the go behind the scenery advert, we feel this was fun, funky and fresh.We acknowledge that you have multiple communication channels and we feel this is a strategy for success. With the research conducted we feel your on the right track to reaching your target market.
From researching and analysing your brand we have identifiedthese following areas that weaken your current campaign in particular. Across marketing tools your marketing message varies and is not consistent. We found it difficult to find your latest adverts and information online, which makes us believe that your target market will also.
Byintegrating a consistent marketing message, you will reinforce what you are trying to convey.Focus on a particular element, i.e. landscape or experience, to distinctly remind the target market of your message.IMST proposes improving television advertising and social media with a consistent message.
We identified two age brackets that discover Tasmania were targeting, couples aged 40+ seeking a touring experience and aged 25-39 couples wanting a short break.IMST proposes making online communications easier to find for both target markets via a variety of online sources for example. website links.
IMST found that your go behind the scenery advert challenging to find online and we believe this is reflected by the number of views on youtube etc.IMST proposes aligning with Google and social media through search engine marketing. As it is customised to your identified target market.This has been proven to increase target market interaction.
Through delivering a consistent message via a variety of communication channels, Discover Tasmania is able to strengthen their current marketing communication strategy.By communicating Discover Tasmania's message of experiences and landscape through use of a variety of online sources i.e. website links and utilizing search engine marketing Discover Tasmania can penetrate the target market effectively. IMST can incorporate these changes to your current marketing strategy within a specified time frame and within budget.
IMST is flexible and believes in a high level of interaction with our clients to solve marketing communication issue.We are available for questions and comments and will send you out a campaign proposal package, which you will receive in the next 7 days. For further information or queries do not hesitate to contact us via our website or phone our office.We are looking forward to working with you and redeveloping your current campaign.