An integrated marketing communications plan for a fictitious event than includes specific goals, strategies and creative content. Following a timeline, situational analysis, company analysis and event analysis, to present an effective mixed media campaign.

1. A Salute to Our Armed Forces
Weekend 2017

2. FactSheet
Event Purpose
To present a party like atmosphere for 4 days in May to support our military
To offer our Riding Academy as a “Thank You “to those who serve
To reinforce Harley Davidson’s commitment to our military members and their families
To offer information and refer services for all veterans and their families
To create long term relationships between participants and support services
Event Timing
March 12-18: assign event coordinator at each dealer and local chapters of affiliate
organizations, schedule personal appearances,
March 19-25: Collateral, Dealers Guide and Marketing Calendar information received
by event coordinator
March 26-31: Flyers, registration forms and invitations for kickoff weekend through
MWR, base chain of command, dealers and affiliate organization
April 1, 2017: Kick Off Event
April 1-May 25: Campaign
May 26-29: Riding Academy, four day party at dealers (open to public),
“Living Your Legend” personnel experience campaign begins highlighting participants
and visitors at dealerships
May 30-June 3: Analyze event results
National Military Appreciate Month Calendar
May 1-31 2017
May 1: Loyalty Day, Reaffirmation of Loyalty to United
States and American Freedom
May 7-13: Public Service Recognition Week
May 8: Victory in Europe Day (VE Day)
May 12: Military Spouse Appreciation Day
May 20: Armed Forces Day
May 29: Memorial Day
Event Participation
Harley Davidson Dealers who offer Riding Academy
National Headquarters of each organization
Affiliates of sponsoring organizations
Local chapters of HOG
US Military support organization
(Due to limited spaces during the event, Harley Davidson
will offer Free Riding Academy to all qualified participant
during regularly scheduled class times as space is
available)
Variety of Classes
Beginner Rider
Skilled Rider
Jumpstart
H-D 101

3. MissionandValues
OUR PURPOSE
We fulfill dreams of personal
freedom
Our Valued Behaviors
Be Accountable
Model Integrity
Value Individuality and
Diversity
Inspire Teamwork
Encourage Creativity
Philanthropic
Ethical
Legal
Economic

4. MissionandValues
DAV OFFICIAL MISSION STATEMENT
We are dedicated to a single purpose: empowering
veterans to lead high-quality lives with respect and
dignity. We accomplish this by ensuring that
veterans and their families can access the full
range of benefits available to them; fighting for the
interests of America’s injured heroes on Capitol Hill;
and educating the public about the great sacrifices
and needs of veterans transitioning back to civilian
life. Tenet 1: Respect the flag and what it
stands for. The flag represents the
sacrifices made by those who have fought
and died to preserve our freedom and
should be honored as a sacred symbol of
all we stand for
Tenet 2: Support those who have and
continue to serve honorably as members
of the military, police, fire department, or
any other public service. Hold those who
abuse their power accountable but
understand they do not represent the
entirety of those who serve to protect us.
Tenet 3: Third, and most importantly, being
patriotic is nothing to be ashamed of. We
at Nine Line are proud of our country, our
flag, and our birthright, and it is our goal to
reinvigorate this pride into our nation once
again.
Mission:
To guide our clients through their personal
dilemmas and provide resources that will
help them resolve conflict in all the
circumstances of their life so they can see
the Hero that lives within them

5. EventMissionandValues
Mission:
Our Goal is to communicate the
lifestyle represented by the Harley
Davidson Motorcycle and those who
crave experiences that fulfills their
personal dreams to Live their Legend
We will:
Present a consistent message of
personal freedom, adventure,
empowerment and bravery
We will:
Meet our target audience where they
are, online, in print and in person
We will:
Combined our efforts with our partners
to support both active, retired and
former US Military Service members
and their spouses with activities and
services to meet their needs

6. Analysis
• Gather Data
• Sort
• Identify Customer
• Target
• Select Media
Identity
• Unique
• Positioning
• Offer Value
• Brand
• Logo
• Slogan
Goals
• Specific
• Measurable
• Timing
• Awareness
• Listen
• Communicate
• Sell
Budget
• Amount
• Promotion
• Advertising
• Media Division
• Unexpected
Measurement
• KPI
• Sales Revenue
• Customer Value
• New Contact Rate
• Conversion
• ROI
• Cost Per Lead
• Inbound Marketing
• % of Conversion
• Sales Increase
IntegratedMarketingCommunicationPlan

7. Analysis
• Gather Data
• Sort
• Identify Customer
• Target
• Select Media
Data Sources
Landing pages
Email responses
Social media registrations
Personal Appearances
Leads from partner organization
Data Gathered
Name
Address
Phone
Email
Contact Source
Member/Spouse
Branch of Military
Active/Retired
Target Audience
Military members and
Military Spouses who are interested
in Harley Davidson, riding
motorcycles, reaching a personal
goal, and participating in group
activities
Secondary Audience
Military members and their families
who are searching for assistance,
support services and volunteer
opportunities in their community.
Media Mix
Personal contact
Celebrity endorsements
Military installation internal
communications distribution
Social media
Email
Professional publication
Newspaper
News coverage
Broadcast media free bulletin
boards
IntegratedMarketingCommunicationPlan

8. Identity
• Unique
• Positioning
• Offer Value
• Brand
• Logo
• Slogan
H-D
38%
Honda
17%
Yamaha
14%
Kawasaki
10%
Polariis
6%
BMW
4%
Ducati
3%
Other
8%
See the world from a new view, Free
Riding Academy Weekend
Free riding academy weekend, Make
Dreams Come True
Feel the Freedom, Faith, Family, and
Friends, Live your Legend
See the land of the free because of
Your Bravery Free Riding Academy
Weekend
Live Your Legend
(Official H-D Slogan)
Brand Recognition:
11 100-Top Most Powerful Brands, (Tenet Partners)
17 Top 20 Cool Brands, ( The Center for Brand Analysis
30 The Authentic 100 Index,( Cohl & Wolf)
80 Best Global Brands (Interbrand)
91 US Rep Trak 100, (Teputation Institute)
435 Forbes Fortune 500
Market share
Offer Value:
Personal Freedom
Self satisfaction
Reaching goals
Empowerment
Brand Personality:
Sincerity
Excitement
Competence
Sophistication
Ruggedness
IntegratedMarketingCommunicationPlan

9. • Specific
• Measurable
• Timing
• Awareness
• Listen
• Communicate
• Sell
When?
What can I do
six months from
now?
What can I do
six weeks from
now?
What can I do
today?
Time-bound
Does this seem
worthwhile?
Is this the right
time?
Does this
match our
efforts/needs?
Am I the right
person to reach
this goal?
Is this
applicable in
the current
socio-economic
environment?
Relevant
How can I
accomplish this
goal?
How realistic is
the goal, based
on other
constraints
such as
financial
factors?
Achievable
How much?
How Many?
How will I know
When it is
accomplished?
Measurable
What do I want
to accomplish?
Why is this goal
important?
Who is
involved?
Where is it
located?
Which
resources or
limits are
involved?
Specific
Our partnership with the US
Military will be a key to
reaching the target audience.
By providing representatives
and, collateral through the local
Morale Services at each base,
we will create a word-of-mouth
campaign that will be
supported through social
media, email and military
publications.
IntegratedMarketingCommunicationPlan
Goals

10. Budget
• Amount
• Promotion
• Advertising
• Media Division
• Unexpected
Promotional
Riding Academy $99.00 Each X 28,000= $2,821,500
T-shirts 100 per Dealer $5.00 Each $712,500
Endorsements Personal Appearance (Travel) $10,000
Staff Participation (Travel) $0
Collateral Per Dealer
Registration Form x 100
Three Fold Brochure x 5000
Outdoor Banners x 1 $4,000,000
Advertising
Content Creation (H-D Staff & Dealer Staff) $0
Social Media (H-D Staff & Dealer Staff) $0
Website (H-D Staff & Dealer Staff) $0
Mobile (H-D Staff & Dealer Staff) $0
Print
¼ page newspaper published 6 times prior to event $3,450,000
Base Newspapers (closest to dealer 6 x 1425)
Stars and Stripes (Worldwide x 6)
Professional Organization Publications x 2
Full page magazine published 2 times (6 Magazines) $120,000
News Coverage
Human Interest/Bulletin Boards/Pre-Event Promo Coverage $0
Budget is based on 20 students at each of the 1425 Dealers
IntegratedMarketingCommunicationPlan

11. Measurement
KPI
Sales Revenue
Customer Value
New Contact Rate
Conversion
ROI
Cost Per Lead
Inbound Marketing
% of Conversion
Sales Increase
Followers
Leads
Landing page Experience
Email clicks
Affiliate Clicks
Engagement
Measurement
By analyzing the conversion rate and the increase
engagement, we can understand the value of our
investment of time and spending on those media
outlets that will produce the highest return per dollar
invested.
ROI
Awareness and engagement will return a lower
conversion rate than other types of Integrate Marketing
Plans. This campaign is an investment in Awareness
and Engagement to assist US Veterans in everyday
life and their personal successes.
IntegratedMarketingCommunicationPlan

12. Goal
Measurement
analysis
Measurement:
Number of attendees
Number of registered participants
Engagement
Two way communication
Leads generated
Lifetime Valued Customers
Service referrals
Goal:
To present a party like atmosphere for 4 days in May to support our military
To offer our Riding Academy as a “Thank You “to those who serve
To reinforce Harley Davidson’s commitment to our military members and their families
To offer information and refer services for all veterans and their families
To create long term relationships between participants and support services
0 20 40 60 80 100 120 140 160 180 200
Service Referals
Livetime Value
Lead Generation
Communication
Academy Registration
Event Attendance
2016 2017
thousands
Analysis:
Increase awareness
Listen to results
Transparent two way communication
Lead generation for future events
Lifetime Value to Customer
Adjust as needed to reach communication goals
Ensures service organization effectively reach clients and volunteers.
IntegratedMarketingCommunicationPlan

13. Strategic Pillars
Growth
Continuous Improvement
Leadership Development
Sustainability
FreeRidingAcademyWeekend
We will salute the U.S. Armed Forces in
partnership with Catch 22, DAV, Nine
Line and Wounded Warrior Project, to
offer all veterans and their spouses, free
participation in the Riding Academy.
A small way to say Thank You to their
dedication to our Personal Freedom,
each dealer will participate in this event
in partnership with the corporate
marketing team, and representatives
from outside organizations.
Our consistent message will
communicate through online, and in
person contact with the target
audience. The partnerships with
Catch 22, DAV, Nine Line and
Wounded Warrior Project will provide
an ongoing outreach to active and
retired military members and their
families.

14. FreeRidingAcademyWeekend
Week of March 19 2017
Collateral sent to dealers,
affiliates and MWR offices
Week of March 26 2017
Flyers, registration forms and
invitations to kickoff weekend
through MWR, base chain of
command, dealers and
affiliates
April 1 2017 Kickoff
Reps from all organizations
present at BX/PX for Meet-N-
Greet
April 1 –May 20
Follow company marketing to
support consistent messaging
Register participants
Gather data

15. FreeRidingAcademyWeekend
May 20
Last day to register for event
class (registrations for
alternate classes will be
accepted as space is
available)
April 1 –May 20
Registrations to win celebrity
visit to your class
Continue to follow company
marketing to support
consistent messaging
May 20-25
Continue to follow marketing
plan, accept registrations,
gather data
May 26-29
Event! Live Your Legend,
personal stories, riding
academy, celebrity visit winner
surprised
May 30-June 3
Analyze event results,
organize new database
contacts

16. Promotionalmix
Harley-Davidson has a cross channel consistent message for every
touchpoint. Their website, social media and 1435 dealers all broadcast
the similar content to reach the target audience.
email
Facebook
Instagram
LinkedIn
twitter
Global Business
1435 Dealers
696 US
68 Canada
378 Europe
232 Asia Pacific
61 Latin America

17. DealerPromotionalMix
H-D Marketing Strategy
Large Dealership Network
Customized Motorcycles
Learn to Ride Program
Diversified target audience includes
women and minorities
Events for Harley Owners
Facebook
website
twitter
twitter
Website
YouTube
Live
Dealers support the event and increase the
audience through their social media, email and
personal appearances.
They will be the essential part of the campaign
during the event as they post live from the classes

18. AffiliatePromotionalmix
See the world from a new view, Free
Riding Academy Weekend
Free riding academy weekend, Make
Dreams Come True
Feel the Freedom, Faith, Family, and
Friends, Live your LegendSee the land of the free because of
Your Bravery Free Riding Academy
Weekend
Live Your Legend
Following the Dealer Guide and the Calendar will
keep the message consistent, with email, blogs, and
social networks, each organization can enhance the
message by including information about services
and successes

19. FreeRidingAcademyWeekend
Event Media Mix
Personal Stories
Winner, Celebrity Visit
Successes
Family
Fans
Awards ceremony
Personal
Telling the story of
individual participants,
families and military
service, engage viewers
with relatable, personal
experiences.
With live video and
interviews from each
dealer the message will
continue to grow the
audience.
The Winner
Two Dealers will be picked at
random, to be awarded the
celebrity visit. A drawing at the
winning dealers will decide which
students receives the celebrity
visit after check-in (they must be
present to win)

20. AnalyzeResults
Did we meet the event goals?
Update our database
What was the engagement level?
Did we communicate effectively:?
Our Goal is to communicate the lifestyle
represented by the Harley Davidson Motorcycle and
those who crave experiences that fulfills their
personal dreams to Live their Legend
Our mission
Goal:
To present a party like atmosphere for 4 days in May to support our military
To offer our Riding Academy as a “Thank You “to those who serve
To reinforce Harley Davidson’s commitment to our military members and their families
To offer information and refer services for all veterans and their families
To create long term relationships between participants and support services
Analyze and Report Results
Analysis will began on April 1st with the kickoff events. Tracking each channel and their
conversion rates we will enable us to adjust the campaign to meet the target audience
where they are looking.
Continuously monitoring traffic patterns from SEO, organic results and click through rates
from landing pages will determined the best online positioning.
Engagement rates on social media will be analyzed to establish content effectiveness
Finally, sales , numbers of referrals to partner organizations, number of registered riders
will and campaign affect during the event days will present us with lifetime valued
customers

21. FreeRidingAcademyWeekend
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