Learn how to plan the right integrated marketing campaign for your brand with these 6 simple steps.

1. CAMPAIGN PLANNING

2. WHAT IS AN INTEGRATED MARKETING CAMPAIGN?
An integrated marketing campaign combines the
medium, e.g., print/broadcast advertising, public
relations, direct marketing, email, digital and instore promotions, and multiple stages in a
promotional
campaign
to
ensure
that
the
marketing message is consistently received by
the greatest possible number of people in the
target market.
Integrated Marketing

3. WHY AN INTEGRATED MARKETING CAMPAIGN?
 A holistic approach to communications marketing
 More “bang for your buck,” by creating an unified user experience
 Integrated marketing communications plans increase the chance that consumers will reach you the way
you want them to (more control)

4. STEPS IN AN INTEGRATED CAMPAIGN
KNOW YOUR
TARGET
AUDIENCE
DEVELOP A
SITUATION
ANALYSIS
DETERMINING
OBJECTIVES
DETERMINING
YOUR BUDGET
STRATEGIES &
TACTICS
EVALUATION &
MEASUREMENT

5. STEP I – KNOW YOUR TARGET AUDIENCE
There is no such thing as a “general audience”
Segmenting specific audiences into groups based on
characteristics will help you identify who are most
likely to purchase or utilize your products and
services.
Sample segmentation
for a salon & spa

6. STEP II – DEVELOP A SWOT ANALYSIS
Strengths
SWOT analysis for
Apple Inc.
Weaknesses
- Customer loyalty
combined with
expanding closed
ecosystem
- Apple is a leading
innovator in mobile
device technology
- High price
- Incompatibility
with different OS
- High demand of
iPad mini and
iPhone 5
- iTV launch
- Rapid
technological
change
- Android OS
growth
Opportunities
Threats

7. STEP III – DETERMINE CAMPAIGN OBJECTIVES
 This is where we document what we want to
achieve through the campaign
 Objectives should be measurable – They
should help you map your campaign’s
effectiveness
Sample Objectives To create awareness for Canon EOS SL1 – the
world’s smallest DSLR
To increase visibility for Unique Photo
To increase engagement from users/followers

8. STEP IV – DETERMINING YOUR BUDGET
 What is your product or service?
 How old is your business or product?
 Whom are you targeting?
 What type of media does your target audience pay
attention to?
 What type of appeal is needed to persuade your target
audience to buy?

9. STEP V – STRATEGIES & TACTICS
 What is a strategy?
Strategies are developed on the basis of objectives, these are ideas that help you accomplish those
objectives.
 What is a tactic?
Tactics are specific actions on how you plan to execute a strategy.

10. STEP V(A) - CHANNELS FOR AN INTEGRATED CAMPAIGN
 Search Marketing
 Online PR
 Community participation
 Affiliate marketing
 Link-building
 Word-of-mouth
 Social media marketing
 Email marketing
 Influencer marketing
 Paid ads

11. STEP V(B) – SETTING UP CAMPAIGN TIMELINES
Sample timelines for a campaign

12. STEP VI – EVALUATION & MEASUREMENT
 You need to outline a method of how you will
evaluate the effectiveness of your strategy.
 Sometimes elements of your plan will not work. It’s
Setting up your KPI’s and then
measuring it against your objectives to
evaluate campaign performance
Visibility
important to know what did or didn’t, try to
understand why, and make note for future planning.
Engagement
Awareness

13. CASE STUDIES

14. CASE STUDY #1 – DEL MONTE
Strategy
• Used retail promotion + social/online media
• Diet Challenge Sweepstakes” encourages online recipe
swapping, surveys and sharing pictures to win prizes
• Lifestyle
app
for
smartphones
with
nutritional
information, adult games, and downloadable coupons
Facebook and Twitter implementation
• Live chats with nutritionists and partnerships with Mom Central
Results
Achieved 29,973 fans on Facebook and reached over 16,000
followers on @MomCentral
“Buy a bunch, lose a bunch”

15. CASE STUDY #2 – COCA COLA
Strategy
• Digital ads, music, outdoor and print ads
• In 2009, three fans chosen by other consumers to visit
every country where Coke is sold to spread a message
of “open happiness.”
• They made videos, tweeted, blogged, and used
Facebook to connect with fans who responded with tips
on where to go and what to do in the areas.
Results
Fuelled growth of the Coca-Cola brand; unit case volume
increased 2% across developed and emerging markets
“Open Happiness”

16. CASE STUDY #3 - STARBUCKS
Strategy
• Improve the customer in-store experience by launching
Mystarbucks-idea.com to learn from customers and
employees what they liked and did not like, and what
Starbucks could be doing better reached 100,000 ideas
• Twitter : answer questions, share information, listen to
consumers
• YouTube : share commercials, and informational videos
about volunteer efforts and ingredients,
• Facebook : invite fans to Starbucks events, share
comments, post pictures and communicate
“Mystarbucks-idea.com”

17. THANK YOU