Integrated Marketing Communications Campaign, Essay Example

 Target Market

The primary target for the student nightclub is  primarily college students and young adults.  The students will mostly from surrounding areas pf NAITSA, school of Hospitality & Culinary Arts, and students in the Radio and Television Arts program.  However, we attend to attract several other groups, such as young adults throughout the city. In order to get to these other customers we will use a marketing media mix of web (electronic), print, and broadcast. Therefore, our main focus will be solely on young adults.  It is our intent to target both male and female consumers through their music preferences whenever feasible, club atmosphere which will have a laid back vibe mostly catering to the style of the DJ, and different types of food the students would be interested in eating. The music will be an eclectic combination of hip-hop, pop, rock, and dance music. The atmosphere will have mood lightening, mostly medium lit floor surrounding by only a few couches and booths, so the will be open space for the dance floor.

First Phase:

Awareness. Building awareness is crucial for the student nightclub. This will be the start of pre-opening communication. First we will be printing ads in university magazines and newspapers and other popular magazines with high readership by our target audience.  Use direct marketing through emails, giving advertisements in the news paper (print media), Using the internet strategy by promoting through social networking sites such as, Facebook, Twitter, and others. We will also be placing ads on several bulletin boards situated near popular hangouts for college and university. Radio Television Arts will produce promotional spots through student radio, The Digital Interactive Media program is web streaming and NAITSA webmaster will do direct emailing. While print advertising provides a way to build awareness of the product, it is not as effective as audio/visual, that will be made through the Radio and Television Arts program.

Second Phase:

Interest. It is at this stage that the customers begin to build desire for the student nightclub. Of the students already aware of the nightclub, it is hoped that others from outside the college through grand opening events, such as, contests, giveaways, and food and drink specials sponsored by the school of Hospitality & Culinary Arts.

Third Phase:

Evaluation. Our last strategy is to then to evaluate with follow-up messages after we are open for business. Through feedback from social media, word of mouth promotion, and the number of customers that continue to comeback every weekend. In this way, we can achieve a better understanding of the effectiveness of the both the advertising and promotional tools.

IMC Campaign Plan

Overall Campaign strategy:

Marketing Objective: Is to promote out student nightclub, with the partnership of NAITSA, school of Hospitality & Culinary, and Radio and Television Arts Program. Through the use of promotional and media mix tools, we will attract our target audience of a mix of young adults and students.

Integrated marketing communications plan will be developed around the key features of the marketing plan. The student nightclub was designed specifically for young adults; so step one start with profiling potential customers. Step two is to use any relevant form of communication skills. The target market, young adults and students. We will build relationships with the target market and encourage them to come to our nightclub. Lastly, through our new marketing plan we want to make sure they keep coming back.

Budget:  Is to use the resources available through our partnerships with school of Hospitality & Culinary, Radio and Television Arts Program, and our own resources from different departments. Such as Student Radio, The Nugget, and The Digital Interactive Media. So no costs for direct email, print ads, promotional ads on radio, and interactive spots. However when using outside sources such as Facebook, Twiiter, and other social media outlets, the promotion is free. Word of mouth promotion is also fee. Putting up posters and banners will run roughly $100 a month.  Also, placing ads in regular newspaper will run on Thursday, Friday, and Saturdays at $25 a day  ($300) for the first month for pre-opening communication. The costs of running ads on bulletins near hotspots around the campus is $50-$100 a month.  In totality our monthly budget will be $400-$500 a month.

Criteria for Success: In our way to calculate success we will use a developed approach that involves goals, research and implementation. By setting achievable goals we are able to create measurable and obtainable marketing plan with a vision that will students and young adults to our student nightclub. By implemented our marketing strategy mixed with out promotional tools it is highly focused on a reachable target market. By getting feedback from customers, social media, and continued attendance we will measure our success.