Communications Plan


Brand Activity Flow Chart



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Brand Activity Flow Chart








Jan.

Feb.

March

April

May

June

July

Aug.

Sept.

Oct.

Nov.

Dec.

Magazines:





































Business Week

 

 

 

 

 

 

 

 

 

 

 

 

In Style

 

 

 

 

 

 

 

 

 

 

 

 

Marie Claire

 

 

 

 

 

 

 

 

 

 

 

 

Maxim

 

 

 

 

 

 

 

 

 

 

 

 

Men's Fitness

 

 

 

 

 

 

 

 

 

 

 

 

New Yorker, The

 

 

 

 

 

 

 

 

 

 

 

 

People

 

 

 

 

 

 

 

 

 

 

 

 

Shape

 

 

 

 

 

 

 

 

 

 

 

 

US Weekly

 

 




 

 

 

 

 







 

 

Television:





































Comedy Central

 

 

 

 

 

 

 

 

 

 

 

 

E!

 

 

 

 

 

 

 

 

 

 

 

 

ESPN

 

 

 

 

 

 

 

 

 

 

 

 

TBS

 

 

 

 

 

 

 

 

 

 

 

 

VH-1

 

 

 

 

 

 

 

 

 

 

 

 

Radio:





































Early Morning

 

 

 

 

 

 

 

 

 

 

 

 






































































KEY:





































 

is light advertising































 

is heavy advertising

Support Activity Flow Chart







Jan.

Feb.

March

April

May

June

July

Aug.

Sept.

Oct.

Nov.

Dec.

Internet:





































Maintenance

 

 

 

 

 

 

 

 

 

 

 

 

Direct Marketing:





































Postcard

 

 

 

 

























Website Registration

 

 

 

 

 

 

 

 

 

 

 

 

E-Mail




 

 

 

 






















Mail Package







 

 

 

 



















Public Relations:





































Video & Press Releases







 

 

 






















Brochure










 

 

 



















Mini-Concerts













 

 

 
















Sign-Up Sheets
















 

 

 













Sales Promotion:





































Coupons




 

 

 

























Package Invitation







 

 

 






















Sweepstakes







 

 

 






















Price Reduction










 

 

 



















UPC Code Redemption










 

 

 



















Online Rebate










 

 

 



















In-store coupon










 

 

 
























































































KEY:





































 

is implementation

Assessment and Evaluation

In order to be sure this integrated marketing campaign has achieved its goals, testing needs to be done on our target market. I believe the greatest wealth of information can be gathered from administering the following assessments:



Surveys: An intercept survey can be implemented anytime throughout the course of the marketing campaign as to decide if those within the target market “understand a concept and, if they do, whether they like it.” (Duncan, 2005)

Focus Groups: One or more focus groups would be helpful in determining if there are any “red flags” in the decided upon campaign and, if so, how to go about fixing them. We can also learn a great deal about what customers think of the product “category, competing brands, and message strategies.” (Duncan, 2005)

Tracking Study: By administering a tracking survey we will be able to “measure brand awareness, trial, repeat, and customer satisfaction with a brand and its competitors.” (Duncan, 2005) Also, because these tests are ongoing, we will be able to see the change in attitudes and purchase behaviors from before the implementation of the campaign all the way through the after the campaign has run its course.

Works Cited:

Amazon Launches Online Grocery Store.” Gourmet Retailer 27 (2007): 10. Business Source Premier. EBSCo Host. 30 Jan. 2008.


Duncan, Tom. (2005). Principles of Advertising & IMC. (2nd ed.). New York: McGraw- Hill/Irwin
Eller, Mark. "CLIF Bar and IMBA Award $6,000 in Grants." IMBA: International Mountain Bicycling Association. 1 Sept. 2005. 1 Feb. 2008 <http://www.imba.com/news/news_releases/09_05/09_01_clif_winners.html>.
Grady, Barbara. "Battle of the Bars." BNet. 11 June 2005. 2 Feb. 2008 <http://findarticles.com/p/articles/mi_qn4176/is_20050611/ai_n15837395/pg_1>.
MRI+. 2006. 4 Mar. 2008.
Paoletta, Michael. “From Hippie to Hip.” Billboard 23 May 2007: 30. Business Source Premier. EBSCo Host. 30 Jan. 2008.
"Persons 18-34." Time Warner Cable Media Sales. 2008. Cable Television Advertising Bureau. 7 Mar. 2008 <http://www.cablemediasales.com/pages/nets/ ?cp=nets&sp=demo&demo=P18-34>.
Pollack, Judannn, and Alice Z. Cuneo. “Energy bars examine strategy as entries hike competition.” Advertising Age 69 (1998): 3+. Business Source Premier. EBSCo Host. 30 Jan. 2008
"PowerBar Inc. - Company Profile, Information, Business Description, History, Background Information on PowerBar Inc." Referenceforbusiness.Com. 2007. NetIndustries, LLC. 5 May 2008 <http://www.referenceforbusiness.com/ history2/64/PowerBar-Inc.html>.
"PowerBar Products." Powerbar.Com. 2008. 5 May 2008 <http://www.powerbar.com/ Products/ProductList.aspx>.
Reyes, Sonia. "Muscling in: Clif Bar Pumps First TV; Eyes Athletes, Noshers on the Run." Brandweek 41 (2000): 7. Business Source Premier. 2 Feb. 2008.
Soong, Roland. "Demographic Profiles of Magazine Audiences." Zona Latina. 14 Feb. 2002. 7 Mar. 2008 <http://www.zonalatina.com/Zldata222.htm>.
Walden, David M. "Balance Bar Company." Answers.Com. 2008. 5 May 2008 <http://www.answers.com/topic/balance-bar-company?cat=biz-fin>.


"What We're Doing." Clif Bar & Company. 2008. 29 Jan. 2008 <http://www.clifbar.com/soul/what_were_doing/>.


"Who We Are." Clif Bar & Company. 2008. 29 Jan. 2008 <http://www.clifbar.com/ soul/who_we_are/>.
“Why Clif Bar?” Clifgreennotes.com. 2008. 27 April 2008. <http://www.clifgreennotes.com/why/php/>.



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