14 Aug Week 5 Case Analysis -Integrated Marketing Communications Plan You are responsi

Week
5 Case Analysis -Integrated
Marketing Communications Plan
You are responsible for developing an Integrated Marketing
Communications plan for New Belgium Brewing.
Begin by reviewing the details of the case New Belgium Brewing
(B) in the text to understand the beginning launch of this product.
Assume that you have taken on the role of Marketing Communications
Manager today. Although the company has increased sales through broader
distribution, sales are currently flat.Senior management has
determined that you need to capture a new target audience with the same
products and develop an Integrated Marketing Communications plan for the period
October 2013(4) September 2013(4).
Your plan must include:
Description of selected Target Market. Description should include:
demographic and psychographic factors and likely media preferences.
Objectives for the year (what do you need your communication
tactic to accomplish?)Be specific: are you building awareness, interest etc, and what
percentage of the market do you hope to impact?
Establish your communication approach push vs. pull with
rationale as to why you have selected this approach.
Determine mix of media to accomplish your goals and evaluate why
each media is chosen.
Create Budget (see constraints below) and a specific calendar for
communication tactics and describe the flow of activities, month by month.
Compose the message (slogan, tag line or compelling reason to
purchase) and describe how you visualize it being executed.
For this project assume the follow: Total Budget Allocation for 12
months is $8,000,000
Costs per media

30
second TV Spot

$350,000 per spot

30 second Local Radio

$10,000 per spot

Full Page National Magazine Ad

$350,000 per issue

page

$245,000 per issue

page

$175,000 per issue

Informational Website

$15,000

Transactional Website

$25,000

Internet Advertising

$35,000 per outlet

Sales Promotion & Couponing

$405,000 per campaign

Direct Mail per 10,000 pieces

$10,000

Trade Show National Scope

$975,000

Direct Sales Staffing per person

$125,000

Sales Staff Promotion per person

$45,000

Brochures and Collateral Material

$80,000

Sport Event Marketing

$1,200,000
per event

Requirements:
This is a business planning project. You want your final output to
convince your new boss you know what youre doing. Let your creativity come out
AND, be sure to provide solid rationale for your decisions tied to the
marketing communication concepts
Options for format include:
Business Proposal document: This would be in proposal format with
the use of both text and bullet points to make your case. Maximum of 3 pages,
not including Reference Page.
Powerpoint, Presi or Multimedia presentation: This should include
the use of the notes function for PPT for your full text or even audio if
you’re so inclined.
This
is a business planning project so APA format is not required for the text and
content.
In-text citations and an APA reference page are expected. And
a minimum of 3 sources beyond the text are expected.
You will not be evaluated on which Target Market you select. You
will be evaluated on how well you understand the selected Target Market and how
your decisions connect directly with this market.
A
few resources regarding Integrated Marketing Communications –
.microsoft.com/en-us/word-help/develop-a-marketing-communications-plan-HA001171113.aspx?CTT=5&origin=HA001168402″>http://office.microsoft.com/en-us/word-help/develop-a-marketing-communications-plan-HA001171113.aspx?CTT=5&origin=HA001168402
.ethicsbasedmarketing.net/students%20section/Sample%20IMC%20plan%20template.pdf”>http://www.ethicsbasedmarketing.net/students%20section/Sample%20IMC%20plan%20template.pdf
Week
5 Case Analysis -Integrated
Marketing Communications PlanYou are responsible for developing an Integrated Marketing
Communications plan for New Belgium Brewing.Begin by reviewing the details of the case New Belgium Brewing
(B) in the text to understand the beginning launch of this product.Assume that you have taken on the role of Marketing Communications
Manager today. Although the company has increased sales through broader
distribution, sales are currently flat.Senior management has
determined that you need to capture a new target audience with the same
products and develop an Integrated Marketing Communications plan for the period
October 2013(4) September 2013(4).Your plan must include:Description of selected Target Market. Description should include:
demographic and psychographic factors and likely media preferences.Objectives for the year (what do you need your communication
tactic to accomplish?)Be specific: are you building awareness, interest etc, and what
percentage of the market do you hope to impact?Establish your communication approach push vs. pull with
rationale as to why you have selected this approach.Determine mix of media to accomplish your goals and evaluate why
each media is chosen.Create Budget (see constraints below) and a specific calendar for
communication tactics and describe the flow of activities, month by month.Compose the message (slogan, tag line or compelling reason to
purchase) and describe how you visualize it being executed.For this project assume the follow: Total Budget Allocation for 12
months is $8,000,000Costs per media30
second TV Spot$350,000 per spot30 second Local Radio$10,000 per spotFull Page National Magazine Ad$350,000 per issue page$245,000 per issue page$175,000 per issueInformational Website$15,000Transactional Website$25,000Internet Advertising$35,000 per outletSales Promotion & Couponing$405,000 per campaignDirect Mail per 10,000 pieces$10,000Trade Show National Scope$975,000Direct Sales Staffing per person$125,000Sales Staff Promotion per person$45,000Brochures and Collateral Material$80,000Sport Event Marketing$1,200,000
per eventRequirements:This is a business planning project. You want your final output to
convince your new boss you know what youre doing. Let your creativity come out
AND, be sure to provide solid rationale for your decisions tied to the
marketing communication conceptsOptions for format include:Business Proposal document: This would be in proposal format with
the use of both text and bullet points to make your case. Maximum of 3 pages,
not including Reference Page.Powerpoint, Presi or Multimedia presentation: This should include
the use of the notes function for PPT for your full text or even audio if
you’re so inclined.This
is a business planning project so APA format is not required for the text and
content.In-text citations and an APA reference page are expected. And
a minimum of 3 sources beyond the text are expected.You will not be evaluated on which Target Market you select. You
will be evaluated on how well you understand the selected Target Market and how
your decisions connect directly with this market.A
few resources regarding Integrated Marketing Communications -.microsoft.com/en-us/word-help/develop-a-marketing-communications-plan-HA001171113.aspx?CTT=5&origin=HA001168402″>http://office.microsoft.com/en-us/word-help/develop-a-marketing-communications-plan-HA001171113.aspx?CTT=5&origin=HA001168402.ethicsbasedmarketing.net/students%20section/Sample%20IMC%20plan%20template.pdf”>http://www.ethicsbasedmarketing.net/students%20section/Sample%20IMC%20plan%20template.pdf

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