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Edna’s Cookies An Integrated Marketing Communications Plan By: Chantel Soumis & Camilla Zuckero

Edna’s Cookies

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This is a project a colleague and I worked on in a graduate class for marketing. After reading a short case study, we were asked to develop an integrated marketing communications plan to launch a business. All branding, marketing collateral and ROMI has been created specifically by us, for this project. We worked efficiently as a team and obtained an A grade on this project.

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Page 1: Edna’s Cookies

Edna’s CookiesAn Integrated Marketing

Communications Plan

By: Chantel Soumis & Camilla Zuckero

Page 2: Edna’s Cookies

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Mission

Edna’s Cookies’ Mission Statement: Dedicated to making cookies from the freshest organic ingredients that are so special and delicious, they become part of your family traditions.

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Objectives

Objectives:• To consistently and effectively present

Edna’s brand message to the target segments

• To motivate customers to buy Edna’s Cookies– Method: Outline the most effective and cost

efficient promotional plan for presenting brand benefits, attributes and building brand awareness and image in order to accomplish objectives

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Startup Recommendations

Goals of Start-up stage: Create awareness and build brand

image.

•Direct Marketing-Postcards•Website-Ednascookies.com•Develop Social Media Channels• Introduce the brand to contact list and social network• PR/Publicity-Launch party

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Short Term Recommendations

Goals for Introductory Stage of Product:Create awareness, inform the target

market & position the brand to motivate purchase.

• Publicity• Advertising• Personal Selling• Social media, blogs• Sales Promotions(samples) • Advertising

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Long Term Recommendations

Goals for long term success: Stimulate growth, build customer loyalty

& reinforce the brand.

• Create an ecommerce website for growth• Form a charitable event to help create brand

awareness and publicity• Advertising• Sales Promotion-Coupons, samples seasonally

for holidays and other special events• Personal Selling• Social Media Channels• Reinforce the brand; loyalty programs

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Promotional Strategies

Promotional Method Target Segment

Advertising Regional magazines, specialty publications

Mothers’ Groups, Families, Schools, Cafes

Direct Marketing Postcards Local community

Interactive/Internet Marketing

Web site, Twitter, Facebook

Mass Audience, Investors, Mothers’ Groups

Sales Promotion(combined with personal selling)

Free samples at Festivals, Farmers’ Markets, Local community

Mothers’ Groups, Schools

PR/Publicity Press releases, Charity Bake Off, Ribbon Cutting

Mass Audience, Investors, Broadcast Media

Personal Selling Door-to-door, Festivals, Farmers’ Markets, Cafes, Coffee shops

Wholesalers in the community, families, mothers, community

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Promotional Strategies

Website Mock-up

Packaging

Direct Mail Post Card

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Budget Allowance

Keep $10,000 for college fund and provide $15,000 for the IMC plan.• $5,000 for overhead costs

o Baking materials, car seat, packaging supplies, and extra gas for deliveries

• $10,000 for IMC programo Advertising ($4,000)o Sales Promotion ($1,000)o Direct Marketing ($500)o Personal Selling ($2000)o PR/Publicity ($1,000)o Internet/Interactive Media ($1,500)

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Budget Allowance

• Short term: months 1-6o 12 sales/week (avg 1dz/sale) =

$6,240

• Short term: months 7-12o 20 sales/week (avg 1dz/sale) =

$10,400

• Long term: years 2-3o 40 sales/week (avg 1dz/sale) =

$40,600 annual revenue

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Monitor &Evaluation Methods

• Likes on FB page, Twitter followers

• Response to direct mailers

• Personal selling (immediate response)

• Combining sales promotions with print media, e.g. "mention this ad for 25% off"

• Evaluate sales numbers monthly, quarterly.

• After one year historical analysis using top- line revenue & ROMI

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Edna’s Cookies

Thank you