INTEGRATED MARKETING COMMUNICATIONS PLAN

KAYLA BRUNEMAN

AUDREY FORIER KATE OWENS

INTEGRATED MARKETING COMMUNICATIONS PLAN

Situation Analysis

TARGET SEGMENT DESCRIPTION

Primary Target Audience
Ages 25-44
Young single adults and young families
Purchasing their first home or looking for home improvement projects
Interested in remodeling, social events, DIY projects, social media involvement

Secondary Target Audience

Ages 45-64
Families settling down, post-retirement plans
Interested in renovating, new hobbies, and support local events

Attitudes of high value on safety, budget oriented, and cost-friendly/affordable

CREATIVE PLATFORM
Primary Goal - Increase awareness
1 out of 12 participants have heard of the BN Home Show
Communicate additional messages that the Home Show offers
5 out of 10 participants provided that entertainment, location, and
freebies were most important
Message to be informative and direct to create awareness of the
Home Show
Engagement on social media platforms

STATEMENT OF OBJECTIONS
Communication Objectives:
Increase awareness by 25%
1 out of 12 participants have heard of the Home Show
At least 80% to describe BN Home Show as an enjoyable event
5 out of 12 participants expressed that the Home Show would be an enjoyable event to attend
At least 55% report to have seen a form of integrated marketing communication
of participants find information from traditional media and the other finds information from
social media
Increase awareness of vendors by 30%
10 out of 12 participants have heard of vendors via online platforms
At least of participants list the Home Show in their evoked set of activities related to home

STATEMENT OF OBJECTIONS
Sales/Behavioral Objectives:
Increase number of attendees overall to 10,000
Increase web hits by 25% and execute at least 20 SM posts (before and during event)
At least 20% of ticket sales are purchased online
Increase Sundays foot traffic by 35% using ticket promotions

INTEGRATED MARKETING COMMUNICATIONS PLAN

IMC Plan Overview

Newspaper

Billboard

Pu
rp
os
e

promot
e to
resident
s
inform
of
vendors

gain
attentio
n from
large
audienc
e

Di
str
ib
uti
on

Pantagr
aph
1/2
page
advertis
ement

Veteran
s&
Eastlan
d

Ta
rg
et

local
resident
s with
subscri
ptions

resident
s/comm
unity
membe
r who
drive on

Yard Signs,
Posters,
Banners

Pu
rp
os
e

Di
str
ib
uti
on

promot
e to
resident
s/visitor
s
have
exposur
e all
over
town
all
vendors
receive
yard
sign or
poster
banner
given to
certain

Rack Cards

provide
more
detailed
informat
ion
increas
e
awaren
ess

all
vendors

Email

Pu
rp
os
e

Di
str
ib
uti
on

Ta
rg
et

Social Media

provide
reminde
rs for
upcomi
ng
Home
Show

increas
e
awaren
ess

Email

Facebo
ok,
Twitter,
Instagra
m

target
audienc
e
membe
rs who
prefer
to get

target
audienc
e who
prefer
to get
updates
and

Radio

Purpo
se

promote to local
listeners
inform listeners of
benefits of Home
Show

Distrib
ution

WBNQ
WJBC

Target
s

local community
listeners

Sched
ule

spots begin 2
months prior to
show
3 spots run on
Monday's & Fridays

INTEGRATED MARKETING COMMUNICATIONS PLAN

LAYOUTS

NEW LOGO

NEWSPAPER

BILLBOARD

YARD SIGN

WINDOW POSTER

OUTDOOR BANNER

RACK CARD

EMAIL

SOCIAL MEDIA

RADIO SCRIPT

BNAHBA Time to Build - :30

1. SFX:
Music playing throughout- Build me up Buttercup
2. Homebuilder:
Hi, I am a homebuilder! I think you could guess that I
3.
love improving homes. I would like to transform
4.
your house out right now! I know from experience that
5.
finding the right people for the job is the hard part.
6.
Well look no further! Every year in Bloomington, all the
7.
best craftsman, contractors, and artisans in the
8.
area gather together under one roof. The
9.
Bloomington-Normal Home Builders Association
10.
has a Home Show that showcases the dream team of vendors
11.
you need to get the project done right, hassle-free.
12.
But dont worry there is no pressure! With hands-on
13.
demos, kid-friendly activities and lots of free
14.
giveaways, this is not the Home Show to miss.
15.
Come see us March 4-6 at the Interstate Center!
16.
Get your tickets ahead of time for a chance to win
17.
a free shopping spree! Find us online at
18.
bnhomebuilders.com for more information!

INTEGRATED MARKETING COMMUNICATIONS PLAN

Media Schedule

Media Selection and Schedules

After developing the different media vehicles and copy testing, we made the necessary revisions to the advertisements we
created. We then proceeded to choose which vehicles would best reach the target audience of McLean County. Our
campaign consist of print media, outdoor advertising, in-store advertising, broadcast media, and electronic advertising to
establish the best reach to expose the Home Show.
Newspaper
Billboards
Yard signs, Window posters, Banners
Rack Cards
Radio
Email
Social Media

Newspaper

The ads are scheduled to run 3 days a week: Monday, Saturday and
Sunday because those days spark the highest reach. The advertisement
will begin running on February 1st, and end on the last Sunday of the
show, March 6.

Mo
nth

Flight
Date

Size

Nu
mb
er

Unit
Cost

Total
Cost

Feb
ruar
y

2/1, 2/6,
2/7

4.75
x 15

$469/
day

$1,40
7

Feb
ruar
y

2/8, 2/13,
2/14

4.75
x 15

$469/
day

$1,40
7

Feb
ruar
y

2/15,
2/20,
2/21

4.75
x 15

$469/
day

$1,40
7

Billboard
The billboard is in a heavily-trafficked
location intended for maximum
exposure. It is right in the center of
Bloomington-Normal on the intersection
of Veterans and Eastland, so that more
of our audience would be reached.
There is an estimated 40,000 cars that
pass that intersection daily, which is a
very high number of exposed individuals.
The ad will run every 80 seconds.

M
on
th

Flight
Date

Si
z
e

Number

Unit
Cost

Tota
l
Cos
t

Yard Sign

The yard signs will be displayed 2 weeks prior to

the Home Show. Once placed, they will be
displayed 24/7 until the end of the Home Show.

Mo
nth

Flight
Date

Size

Nu
mb
er

Unit
Cos
t

Total
Cost

Window Poster

The window posters will be displayed 2 weeks prior to the

Home Show. Once placed, they will be displayed 24/7
until the end of the Home Show.

Mo
nth

Flight
Date

Size

Nu
mbe
r

Unit
Cost

Total
Cost

Outdoor
Banner
The outdoor banners will be
displayed 2 weeks prior to the
Home Show. Once placed, they
will be displayed 24/7 until the
end of the Home Show.

M
on
th

Flight
Date

Size

Nu
mb
er

Unit
Cost

Total
Cost

Rack Cards

The rack cards will be given out or displayed 4

weeks prior to the show. The vendors are
responsible for how the rack cards are displayed or
handed out.

Mon
th

Flight
Date

Size

Nu
mb
er

Unit
Cost

Total
Cost

E-mail

There will be an email blast 4 weeks prior to the show. It

will create a reminder for the show within the month of
February.

Mont
h

Flight
Date

Size

Num
ber

Unit
Cost

Total
Cost

Febr
uary

Febru
ary 5

N/A

$0.00

$0.00

Social Media

Creating posts will put the BNAHBA name out there and
they should be created weekly to create a better online
presence.

Mont
h

Flight
Date

Size

Num
ber

Unit
Cost

Total
Cost

Janu
ary

3x a
week

N/A

$0.00

$0.00

Febr
uary

3x a
week

N/A

$0.00

$0.00

Radio
Stations: WJBC & WBNQ

The ad will run as a 3-spot ad

beginning 2 months prior to
the show. It will air on
Mondays and Fridays, around
breakfast, lunch and dinner.

Mon
th

We
ek
of
year

WJ
BC
#
of
spot
s

Cos
t
per
spot

WB
NQ
# of
spot
s

Cos
t
per
spot

Tota
l
Cos
t

Jan
uary

We
ek 1

$30.
00

$35.
00

$39
0.0
0

Jan
uary

We
ek 3

$30.
00

$35.
00

$39
0.0
0

Feb
ruar
y

We
ek 5

$30.
00

$35.
00

$39
0.0
0

INTEGRATED MARKETING COMMUNICATIONS PLAN

Media Budget

M
E
D
I
A

Size

N
e
w
s
p
a
p
e
r

Halfpage
ad

Start
Date

F
r
e
q
u
e
n
c
y

B
u
d
g
e
t
e
d

3
x
a
w
e
e
k

$
7
,
5
0
4
.
0
0

5
6
%

Total Print Budget:

$
7
,
5
0
4
.
0
0

5
6
%

Febru
ary 1

o
f
B
u
d
g
e
t

Total 2016 Home Show Budget

$13,460.25

INTEGRATED MARKETING COMMUNICATIONS PLAN

Effectiveness Measures

EFFECTIVENESS MEASURES
Campaign should run for four months starting in December
Conduct a two month survey in advanced to track awareness and
perceptions
Adjust campaign if needed
Track ticket sales every week leading to the event
Traffic tracking on social media
Engagement between client and customers
Web Hits and online ticket sales

THANK YOU!
KAYLA BRUNEMAN

AUDREY FORIER

KATE OWENS