Integrated Communications Plan

Magic at Small town Speed

The Integrated Marketing Communications Plan (IMCP) directs the actions that create “flow from the mission, vision, and values to the overall business strategy” (Zoeller, 2017)

Mission:We are committed to presenting the magic of small town living by coming together to promote ourselves and our community as getaway destination

Small Town ValuesCollaboration – Working together to solve problems.Good Business Practices – Businesses that make good decisions over the long-term.Reasonable Government – Not big government or small government but good government.Good LeadersSecurity – Local public safety (Morohn, 2008)

Vision:To create a unified message to our surrounding urban neighbors, that we offer fun, adventure, and small town values that can refresh them by adding magic to their life.

Mission Vision and Values

Analysis• Gather Data• Sort• Identify Customer• Target• Select Media

Identity• Unique• Positioning• Offer Value• Brand• Logo• Slogan

Goals• Specific• Measureable• Timing• Awareness• Listen• Communicate• Sell

Budget• Amount• Advertisement• Promotion• Media Division• Unexpected

Measurement• KPI• Sales Revenue• Customer Value• New Contact Rate

• Conversion• ROI• Cost Per Lead• Inbound Marketing

• % of Conversion• Sales Increase

Integrated Marketing Communications Plan

Strategic Planning Process

Strategic Plan

Mission Statem

ent

Current

Status

SWOT

Destination

Organizational

StrategiesMission Statement:We are committed to presenting the magic of small town living by coming together to promote ourselves and our community as getaway destinationCurrent Market Position:Analyze data to determine current target customer and buying habits. Gain a clear understanding of current successful strategies.SWOT:

Strength, Weaknesses, Opportunities, ThreatsDestination:Use data to determined the new target audience and the most effective methods of communicationOrganizational Strategies:Create calendar that reflects daily, weekly and monthly tasks required to implement Strategic Plan. Assigned personnel to complete tasks to implement Strategic Plan.

S.W.O.T.

Developing our partnership with local, independent businesses and our near b attractions will increase our engagement with the surrounding cities and towns.The cross channel marketing and consistent message presented by our partners, attractions and city will ensure success for the IMC Plan.

Strength• Partnership

with Local Business

• Area Attractions

• Cross Channel Marketing

Weakness• Lodging

Facilities• Stakeholder

Buy-In

Opportunities

• Local Communities

• Increase Awareness

Threats• Other small

towns• Big City

Attractions

Analysis• Gather Data

• Sort• Identify Customer

• Target• Select Media

Analysis Gather Data from: Landing page

visits, social media followers, email response, prior purchases,Data: Name, address, email address, purchase history, engagement Target Audience: Couples and Families who live in a Concrete Jungle and are seeking small town values and charm, in order to experience unique offerings Secondary Audiences: Urbanites who desires a personal touch, friendly atmosphere and less rushed lifestyle: Travelers looking for a quiet place to stop along their journey Media: Landing Page, social media, mobile web site, event radio, community bulletin boards, email, outdoor, newspaper

Identity• Unique• Positioning• Offer Value• Brand• Logo• Slogan

Small Town Magic Experience the MagicMagic in the MakingMoving at the Speed of GrassMagic at Small Town Speed

SIdentity

Unique: Stand out among competitors, offer something unusualPositioning: Delight the customer, meet their needs, find their desires; be visible be memorable Offer Value: create a brand story that improves lives. Branding: Simple, recognizable, with quality, transparency, and fun

Identity: Use the insight from gathered data to communicate and position the brand and create value for the customer.

Goals• Specific• Measureable• Timing• Awareness• Listen• Communicate• Sell

Goals S.M.A.R.T. Strategy

Listen: Use data gathered to understand needs, wants and desires of target audienceCommunicate: Let the customer know you are listening, you are interested and you hear what they want and need. Present the Brand Story, through words, pictures and shared experiences.Sell: Offer Life Time Value, unique experiences and quality time

Specific: Increase revenueRise in community awarenessExpansion of customer baseMeasurable:Percent increase in salesExpanded mailing list/social media followers/participation in eventsBrand recognitionAchievable:Present unified communication planMeasure resultsRelevantFocus on revenue increaseEngagement of target audienceResponsibleTime-BoundMarketing calendar for eventsUse current events on social mediaOngoing analysis and adjustments

Budget• Amount• Advertisement

• Promotion• Media Division

• Unexpected

Budget Amount: The budget will be provide a cap of total spending and flexibility to meet changing needs as analysis of each media outlet determines the value of that outletAdvertisement/Promotion: Advertising, promotions, coupon, discounts will all be included in the budget plan with a reserve for unexpected incidents

Social Media

Website

Email

Outdoor

Newspaper

Reserve for Unexpected

Analysis: Overall budget demands and limits will determined where each dollar is spent. Ongoing analysis will provide insight to Return on Investment through Key Performance Indicators. Being prepared to move dollars from one media to another keeps the message directly in front of the target audience

Measurement• KPI• Sales Revenue

• Customer Value

• New Contact Rate

• Conversion ROI• Cost Per Lead• Inbound Marketing

• % of Conversion

• Sales Increase

Measurement

Our chart shows that Facebook has the highest reply rate among our followers, with the landing page the lowest. With this data, we can determined the ROI for each digital outlet and discover ways to improve our landing page and increase results.

 ROI = Net Profit-cost / Total Investment X100

ROI: By analyzing the cost per lead, the conversion rate and the increase revenue, we can understand the value of our investment and the revenue each marketing dollar returned in sales.

Landing Page

Email

Twitter

Facebook

0 1 2 3 4 5 6

Replys Clickthrough Engagement

KPI: New customers, conversion rates, sales revenue will all show the media outlet that is most effective for each traditional and digital ad placement

key performance indicators

Partnership

Collaboration: Working together to solve problems.Good Business Practices: Businesses that make good decisions over the long-term.Reasonable Government:Not big government or small government but good government.Good Leaders:Security: Local public safety (Morohn, 2008)

Create ownership among internal stakeholders. Show value, quality and benefit to them for their participation. Presents simple, clear plans that are easy to communicateInternal

stakeholders:Business Leaders/OwnersCity Council/MayorLand Owners

Buy-In Message:Increase Sales/RevenueNew and Repeat VisitorsNew Businesses

Creating a collaboration between businesses, community leaders and residents, cross channel marketing can present a consistent messaging during events yet support unique offering from stores, restaurants and our small town.

The Message

Small Town MagicExperience the MagicMagic in the MakingMagic at Small town SpeedMoving at the Speed of Grass

SMoving at the Speed of Grass

Annual City FestivalMagic at Small town Speed

Experience the Magic

References References Akers, H. (n.d.). The Steps in Developing an Integrated Marketing Communication Plan. Retrieved July

2016, from Chron.com: http://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.html

alcas. (2012, September 21). What is the meaning of the phrase “small town charm”? Retrieved from English Language & Usage: http://english.stackexchange.com/questions/83252/what-is-the-meaning-of-the-phrase-small-town-charm

Cummings, H. (2014, July 14). How To Do Audience Research That Helps Focus Your Content Marketing. Retrieved from Marketingland.com: http://marketingland.com/research-audience-90118

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Edgecomb, C. (2016, February 3 ). The 10 Marketing KPIs You Should Be Tracking. Retrieved from Impactbnd.com: https://www.impactbnd.com/the-10-marketing-kpis-you-should-be-tracking

How Google Search Works. (2016). Retrieved from Support.Google.com: https://support.google.com/webmasters/answer/70897?hl=en

Marketing Metrics and KPIs. (n.d.). Retrieved 2017, from Klipfolio.com: https://www.klipfolio.com/resources/kpi-examples/marketing

Morohn, C. (2008, December 10). WHAT ARE SMALL TOWN VALUES? Retrieved from Strong Towns: https://www.strongtowns.org/journal/2008/12/10/what-are-small-town-values.html

Olsen, E. (2012, September 5). Overview of the Strategic Planning Process. Retrieved from YouTube; Virtualstrategist: https://www.youtube.com/watch?v=sU3FLxnDv_A

SMART Goals How to Make Your Goals Achievable. (n.d.). Retrieved March 9, 2017, from MindTools.com: https://www.mindtools.com/pages/article/smart-goals.htm#offer-newsletter

Unknown. (2010). 11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems. Retrieved from Open.lib.umn.edu: https://open.lib.umn.edu/principlesmarketing/chapter/11-3-factors-influencing-the-promotion-mix-communication-process-and-message-problems/

Vaughan, P. (2011, November 1). 3 Tips for Better Internal Marketing Communication. Retrieved from HubSpot: https://blog.hubspot.com/blog/tabid/6307/bid/28151/3-Tips-for-Better-Internal-Marketing-Communication.aspx#sm.0000rk4rg1av7d1fskz1rbjovuhoj

Zoeller, S. (2017, February 10). Why Use an Integrated Marketing Communications Approach? Retrieved from Stephenzoeller.com: http://www.stephenzoeller.com/integrated-marketing-communications/