Escolar Documentos
Profissional Documentos
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Thank You
This plans book was prepared with assistance from the Labovitz School of Business
and Economics, the School of Fine Arts,
and the UMD Center for
Economic Development.
We would like to state our gratitude for the following
people who guided us through this process.
Our professors, John Kratz and Janice Kmetz,
Philosophy Statement
We believe that forming a successful break-through promotion begins with creative ideas, resourceful individuals,
and cutting edge techniques. With these elements present
we will shape a consistent and successful promotional
campaign that is sure to deliver.
Thank You
Team Photo
Philosophy Statement
45
Table of Contents
Executive Summary
Internal Factors
External Factors
10
Competitive Analysis
11
12
13
14
15
16
Key Message
17
Communication Strategies
1820
Branding Options
21
Email Marketing
22
Billboard Advertisement
23
24
25
26
Newsletter
27
Budget Estimates
2829
Timeline
3031
Final Recommendations
3233
Bibliography
5
Executive Summary
Integrated Marketing Communications Plan
An Integrated Marketing Communications Plan
is a clear map of all the traditional and
nontraditional marketing and media channels of
an organization. When each approach is used in a
seamless style that reinforces the organizations
key message, an unbeatable customer experience
is created.
Our clients asked for us to increase their profits,
give them structure, and be creative. After much
research, we have discovered Joynes target
audience. We also designed a new brand image
and developed a strong promotional mix. Our
Integrated Marketing Communications Plan is a
critical tool for Joynes future success including
better brand awareness and ultimately more sales.
Business Objectives
Communication Objectives
Internal Factors
External Factors
Competitive Analysis
Direct Competitors
Indirect Competitors
Gunflint Mercantile
Arrowhead Pharmacy
10
11
12
Ideal Position
Our ideal goal is to position Joynes as a destination and
landmark in Grand Marais. A place that when people hear
Grand Marais they automatically think of Joynes. Ideally
Joynes will be viewed as a store people cannot pass up if
they are in or near Grand Marais. Based on our ideal position, we have decided to implement the tagline Explore
Our Store.
13
14
15
Key Message
Joynes is for the north shore explorer and community locals
who value family tradition and a special shopping experience. Joynes provides a small-town experience with a wide
range of quality products.
We want our target audience to view Joynes as a north
shore destination. Whether its a customers first time
in Grand Marais or theyre a community local, we want
each customer to leave Joynes with a positive one of a
kind experience.
16
Communication Strategies
Tagline Options
17
Option 1
Mary Ahlberg
Branding Options
Font Options
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMONPQRSTUVWXYZ
1234567890
Color Palette
18
PMS
CMYK
RGB
186 C
15 100 90 10
2 98 87
0 0 0 100
35 31 32
Option 2
Megan Ahlberg
Branding Options
Fonts Options
Color Palette
PMS
186 C
CMYK
RGB
15 100 90 10
160 0
16
35 31
32
100
19
Option 3
Jesse Reemtsma
Branding Options
Font Options
Franklin Gothic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMONPQRSTUVWXYZ
1234567890
Color Palette
20
PMS
CMYK
RGB
185 C
0 100 96 0
237 28 40
0 0 0 100
35 31 32
Email Marketing
Email List Growth
Timing
Email Opportunities
Welcome to email list
Quarterly newsletter
75th anniversary celebration
Other promotions or product highlights
Measurement
Constant Contact is a great resource for email
marketing. They allow businesses to track
opens, clicks, and forwards. Constant Contact
is also a great email template and list growing
resource.
21
Billboard Advertisement
Suggested Billboard Company
LAMAR
Cost
The cost for a billboard between Hinckley and Duluth
ranges from $695 to $2500 for four weeks. Yearly contracts
are available. Seasonal contracts can be bought for an additional 20% cost.
Benefits
Targets a large and diverse market
Increased frequency of consumer exposure to brand
Billboards have a strong visual effect boosting companies reputations and product images
22
Explore
Our
Store!
Grand Marais,MN
joynesbenfranklin.co
18-29
30-49
50-64
(age of users)
57% of Instagram Users Access the Site DAILY
35% of Instagram Users Access the Site Multiple Times A Day
The Average User Spends 257 MINUTES A MONTH on the site
68% of Instagram Users are FEMALE
instagram users are split almost
equally with 50% of users on
each Android and iOS devices.
23
Our Suggestions
Our Recommendations
Continue to post local news on Grand Marais but try
also adding some of Joynes products to keep customers
engaged in your store. Look into which posts resonate best
with your customers by using Facebooks analytical tools.
24
Our Suggestions
Engage social media followers and share Joynes story
Host an event or in-store special
Reach out to local media outlets to tell Joynes story
We have contacted Northlands News Center and
theyd love to run your story
Use the tagline 75 Years of Extraordinary
25
Newsletter
We recommend sending out a seasonal or quarterly newsletter. The Experience can be distributed via email,
website, and mail. The newsletter can also be placed in
the store as a flyer. Purposes of the newsletter include the
ability to tell Joynes story, feature products, and promote
local events to draw people to Grand Marais. Overall, a
newsletter will enhance the customers shopping experience and create a lasting relationship.
Measurement
A good way to measure if the newsletter is effective is to
include a coupon or a mention you saw this newsletter
and get 5% off your next purchase type of ad in the newsletter. Coupon redemptions are a measurable variable and
can be helpful when setting future goals.
26
Budget Estimates
Joynes marketing budget is 5% on annual sales. We
were given the budget of $110,000. Below are the
budget costs and a breakdown of monthly and quarterly costs as well as pie charts representing a low and
high- end budget.
Monthly costs
Email marketing: $45
Social Media: $0
Billboard (Every 4 weeks): $965-$2500
Quarterly cost
Newsletter: $2,475 per 5,000
27
Timeline
Joynes should create a content calendar with a daily or
evenly hourly breakdown of promotional activities and
posts. Including the specific content on the calendar will
help make this process easier. Included is a monthly promotional mix timeline.
28
January
Bi-Weekly email marketing
Update social media sites 3 to 4
times a week
Billboard
April
Bi-Weekly email marketing
Update social media sites 3 to 4 times
a week
Billboard
February
Bi-Weekly email marketing
Update social media sites 3 to 4
times a week
Billboard
May
Bi-Weekly email marketing
Update social media sites 3 to 4 times
a week
Billboard
March
Bi-Weekly email marketing
Update social media sites 3 to 4
times a week
Quarterly newsletter
Billboard
June
Bi-Weekly email marketing
Update social media sites 3 to 4 times
a week
Quarterly newsletter
Billboard
July
Bi-Weekly email marketing
Update social media sites 3 to 4 times a week
Billboard
October
Bi-Weekly email marketing
Update social media sites 3 to 4 times a week
Billboard
August
Bi-Weekly email marketing
Update social media sites 3 to 4 times a week
Billboard
November
Bi-Weekly email marketing
Update social media sites 3 to 4 times a week
Billboard
September
Bi-Weekly email marketing
Update social media sites 3 to 4 times a week
Quarterly newsletter
Billboard
December
29
30
Final Recommendations
Given the amount of budget remaining, we recommend
hiring a LSBE marketing intern to help implement your
Integrated Marketing Communications Plan.
Continue working with your technology consultant
on improving your website. Make sure your new website tells your story, provides useful information, and is
adaptable for mobile devices.
Last year mobile media consumption surpassed
online for the first time.
There are more than 100 million daily active
mobile users.
Continue revamping your store to attract a younger
crowd since they are your future target market.
Make sure all your promotional items (posters, newsletter, emails etc.) contain all social media names and
handles.
31
Bibliography
Arnold, John. E-mail Marketing for Dummies. Hoboken,
NJ: John Wiley, 2011. Print.
Avery, Jim. Advertising Campaign Planning: Developing an
Advertising-based Marketing Plan.
Chicago: Copy Workshop, 2000. Print.
Demographic and Income Profile. ESRI 2015. Retrieved
March 27, 2015 from Business Analyst Online database.
Digital Minds: 12 Things Every Business Needs to Know
about Digital Marketing. Victoria, BC:
FriesenPress, 2013. Print.
"Instagram Statistics for 2014." Jenns Trends Instagram
Statistics for 2014 Comments. N.p., 17 Feb. 2014. Web. 22
Apr. 2015.
Macarthy, Andrew. 500 Social Media Marketing Tips.
Lexington, KY: CreateSpace, 2013. Print.
"Newsletter Cost | Pricing Information For Sending
Newsletters." MailingJETcom. N.p., n.d. Web. 22 Apr. 2015.
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