IMC Planning Knowing the Score In IMC, a plan is similar to a musical score. The IMC plan details which marketing communications and media should be used, at which times, and to what extent. The purpose is to direct the various instruments in the orchestra to make music rather than noise. All good plans include:  Objectives  Strategies  Tactics 1 Strategic Planning     Strategic planning is a process of developing and maintaining a fit between the organization’s goals and capabilities and changing market opportunities. A corporate or business plan states a company’s financial objectives and strategies for achieving those objectives. A marketing plan is a set of objectives (what), strategies (how), and tactics (actions) orchestrating marketing activities designed to help the company achieve its financial objectives. Annual MC plans are generally composed of a campaign. 2 Relative Impact and Longevity of Planning Decisions 3 How Planning Works Three critical tasks in planning:  Setting measurable objectives  Deciding on strategies  Choosing tactics 4 Cascading Objectives and Strategies 5 The Zero-based Planning Process    Zero-based planning determines objectives and strategies based on current brand or marketplace conditions. Zero-based planning means starting from the beginning to make a plan, rather than what has always been done. There are eight steps in this process. 6 Step 1: Analyze SWOTS A SWOT analysis is a: Structured evaluation of internal situations (strengths and weaknesses) and external situations (opportunities and threats). 7 SWOT-based Campaign Planning 8 Prioritizing SWOTS Once the SWOTs have been identified, they need to be prioritized, based on criteria such as:  Realistic damage to brand relationships and brand equity if a weakness or threat is not addressed.  Realistic benefit if a strength or opportunity is leveraged.  Cost of addressing or leveraging each SWOT.  Time company has to address or leverage each SWOT. 9 Account Planning Account planning means using research and brand insights to bring a strong consumer to the planning of marketing communication. Account planners write briefs that summarize the research and the insights for the creative team. 10 The ENVOY’s Prioritized SWOTS 11 Step 2: Analyzing Targets and Relationships Step 2 in the zero-based planning process is to:  Identify the key customer and prospect segments  Identify the brand’s relationship with each key segment. 12 Step 3: Determining MC Objectives Measurable objectives determine what MC programs should accomplish. Objectives help address and leverage key SWOT findings. Two types of objectives:  Communication  Behavioral 13 Hypothetical Communication versus Behavioral Objectives 14 Step 4: Developing Strategies and Rationales Developing strategies involves:  Identifying the key problem to be solved  Selecting the most relevant MC mix to help achieve objectives  Creating of seeing the big idea  Identifying the best media mix Rationales explain why the strategy ideas are sound and why they are worth the resources invested in them. 15 Step 5: Budgeting The next step in the zero-based planning process is to develop a budget and determine how it will be divided among MC functions. Companies use a combination of methods to determine how much MC money they will need, such as:  Percentage-of-sales  Objective and task  Share-of-category spending  Return on investment (ROI) 16 Step 6: Timing and Scheduling    Timing and scheduling determine which media placements, promotional programs, and other MC activities should happen first or last or in between. Coordinating the timing between marketing, production, and sales is important. Time and coordination go together, and are critical elements of integration. 17 Step 7: Test Marketing MC Mixes Since MC causes and effects are constantly changes and are different for each category, the only way to know whether or not something will work is to try it. 18 Step 8: Evaluating Effectiveness A campaign is evaluated based on how well it met its objectives.  Research is done to determine is there is a change in awareness or perception.  IMC evaluations must also include measures of relationship strengths in addition to the usual sales, share, and awareness measures.  IMC differs from traditional marketing communication in its emphasis on continuous 19 feedback.  Internal Communication Systems In order to make internal marketing work, a company must establish systems of communication that makes internal employee dialogue possible. New communication technologies include:  Intranets  Extranets 20 Playing From the Same Score An integrated marketing plan defines the way a company does business. Creating a customer and stakeholder focus rather than department focus, allows a company to build and maintain long-term relationships with its stakeholders. In order to create customer focus, it is necessary that everyone play from the same score. 21