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IMC Plan Outline I. Executive Summary .......................................................................................................1 II. Organization Mission and Vision ................................................................................2 III. Situation Analysis ........................................................................................................2 a. SWOT ......................................................................................................................2 i. Strengths of the Organization ...............................................................................2 ii. Weaknesses of the Organization ..........................................................................2 iii. Opportunities in the environment .......................................................................3 iv. Threats in the environment .................................................................................3 b. Market and Consumer Behavior Analysis ...............................................................4 c. Competitive Analysis ...............................................................................................5 IV. Target Market..............................................................................................................7 V. IMC Objectives .............................................................................................................9 VI. IMC Strategies and Programs..................................................................................11 VII. Evaluations ...............................................................................................................12 VIII. Budget ......................................................................................................................14 IX. Appendices .................................................................................................................15 a. Research .................................................................................................................15 b. Creative execution .................................................................................................15 i. Market Research .................................................................................................17 ii. Media Kits ............................................................................................................. iii. Advertisements ..................................................................................................... iv. Timeline ................................................................................................................    


I. Executive Summary Our team had the chance to work with “Nada’s Italy” to analyze and discuss different opportunities as a whole for the company. Nada’s Italy’s mission is to help people experience the authentic Italian lifestyle by traveling in small tour groups. The idea that these tours are small scale and are not the classic tours consumers see daily, is what makes Nada’s Italy stand out from the rest. However, lack of social media knowledge and even manpower is a weakness for this business and that is where our team has come in. Nada’s Italy target market is baby boomers. These people want and enjoy a family feel and personal approach tour, after much research it is clear Nada’s Italy tours are a perfect fit for that certain category of consumers. There is competition everywhere, and our team decided to act as an interested consumer to some tour groups to discover more about Nada’s Italy’s competition. Queenslander tours, Odyssey’s Unlimited, and AAA pose as the three main competitors. Nada’s Italy tours are demonstrating the idea that the consumers can be “Young forever.” Nada’s Italy has given these baby boomers the opportunity to regain their youth, just through a tour! Through web re-launch, magazines ads, personal videos, cooking classes, online magazines, commercial, and the use of social media our team has found these strategies will reach Nada’s goal of expanding the number of tours while doubling her customer base.

 

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II. Organization mission and vision Mission – Nada’s Italy helps people experience the authentic Italian lifestyle by traveling in a small group tour III. Situation Analysis a. SWOT i.

Strengths: •

Unique aspect of Nada’s tour is the fact that the groups are small and therefore receive more personal attention as opposed to the “Classic” large- scale tour.

Nada and the staff understand Italy to its fullest based on its local food, wine, history, and regional culture because that is Nada’s homeland.

The accommodations given in Nada’s tours give the consumers the full understanding of the lifestyle and culture of Italy.

Nada’s Italy is constantly updating different kinds of tours per consumers demand.

ii.

Weakness: •

Utilization of marketing tools. o Lack of social media knowledge.

iii.

Shortage of manpower.

Understand the process of following up with the consumer afterwards.

Consumers are given the wrong image that Nada is the only tour guide.

Opportunities: •

 

Expand to other countries.

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Updating the tours.

Utilize the local opportunities o Cooking classes o Language classes o Trip planning workshops

• iv.

 

Being partnered with airlines.

Threats: •

Competitors entering her niche market.

Economic downfall in both the US and European countries.

Marketing practices won’t match generation trend in the future.

Weather in Italy makes it a seasonal business.

Political/legal laws and regulations between U.S and Italy.

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b. Market and Consumer Behavior Analysis 1. Market Analysis Consumers in our market want a family feel and personal approach tour, therefore Nada’s Italy in the perfect decision for them. Our demographics explain the age range for our market. Our client is looking for those that are older and have free time. Our customers need something to do with their time and want to try new things and places. They are looking to stay young and enjoy the things that remind them of their youth. This is all offered through the small group non-tour approach that Nada takes; this is why our market chooses Nada’s Italy. Since our target market are mainly retired they have free time during all parts of the year so they choose to book their tours during Italy’s prime seasons which are May through October with May and September being the most popular. Our market is booking their tours over the phone. This allows the customer to speak to someone who has a lot of knowledge and can answer any question. Our market loves technology but when it comes to finalizing a tour and spending a lot of money they like to deal with a real person. 2. Consumer Behavior When deciphering who exactly is going on the tours, we look at our target market in the section below. It describes out consumers by Demographics, Psychographics, and Geographic’s. These are people who are booking tours and becoming customers of Nada’s Italy. Target market section will detail this.

 

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c. Competitive Analysis We researched who Nada’s main competitors are and analyzed them in order to know what we need to do to stand out and what to expect from our competition. We called these companies (pretending to be interested in a tour) to learn about how they do things and what the process of setting up a tour is like. We learned what they do right and what they do wrong, allowing us to capitalize and direct our advertising efforts towards propelling Nada’s Italy to the top of the industry. Based on our research we found 3 main competitors that pose the most threat to Nada’s Italy. They are Queenslander tours, Odyssey’s Unlimited, and AAA. Below is our analysis of these companies. •

First Google search to come up when you look up small group Italian toursNada’s Italy

Queenslander.com o Better Website o Multiple countries o Based in Colorado o Different levels within each other o Guides not authentic

 

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$4,000-3,000

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16 people

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Heart of city

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Classic – 3 star (hotels)

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Deluxe – 5 star (hotels)

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7:30am – 8:00 am

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American tour manager

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Tips include

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Free Time

Queenslander Citation: "Small Group Tours of Italy, Tours of Italy, Italy Tour." Small Group Tours of Italy, Tours of Italy, Italy Tour. N.p., n.d. Web. 13 Feb. 2013. •

Odyssey’s Unlimited o Based out of mass o 12-24 people o Age: 50-80 years o $4,000 o Average 14 days

Odysseys Citation: "Odysseys Unlimited." Small Group Tours. N.p., n.d. Web. 13 Feb. 2013. •

AAA o A lot of clients are in our target market o Strong well-trusted brand o Corporation and international company o Offer several Italian tours o Average 13 days o $1554 o Cruises and personal vacations

 

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AAA Citation: "Vacation Packages from AAA Travel." Travel and Vacation Packages. N.p., n.d. Web. 13 Feb. 2013. IV. Target Market Demographics: When meeting with Nada she told us her target market was in the age ranges of 4575. She is targeting this age range because it represents an older crowd, people that are most likely to be retired and have money to spend. They are 8 million strong in this age group and are seated at the top of the worlds most powerful companies. This age group of our target market has a disposable Income level $75,000 + a year. This is because Nada’s tours range between $4,150 per person to $4,690 per person, allowing them to spend this money on Nada’s tours Marital Status/Companion: the target here is married couples and or companion because the prices for the tours are per person based on double occupancy. The places Nada takes her tours customers are wholesale priced to her, therefore, someone on their own would have to pay an extraordinary amount more for the trip. This is standard is Europe, Nada makes sure when people are booking their tours they understand. These target markets no longer have children living at home and have time for their grandkids or themselves. Children will tie down someone from being able to travel for an extended period and limit when they can travel. Though they no longer have family at home they do value the time they spend with their kids and grandkids but find a lot of free time for themselves. Psychographics:

 

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The Italian culture is very traditional just like those of baby boomers making a tour to Italy perfect to this group. “Young forever”- As these baby boomers age and younger generations appear they want to regain their youth. Nada’s tours take you on a trip where you can get away and enjoy life again. Advertising Promotion textbook by Terence a Shimp classifies baby boomers under two categories, “Relaxed Pampered “and “Global Explorers”. Meaning they either live extremely comfortably at home or they spend their time traveling. Baby boomers grew up hearing about the world and what other countries were like, now they want to see it for themselves before those places change too much. While these baby boomers parents traveled only once they retired, the baby boomers themselves traveled as students due to the ease and peaceful time period they grew up in, and now they want to experience these places again to reunite themselves with their youth (Kim Ross) (13 truths about baby boomer travel) Immediate gratification – Baby boomers grew up in a time of plenty and therefore naturally expects immediate gratification. Nada’s tours offer this with every aspect of the tour being laid out and set up to pamper and indulge you in fun and excitement. They are also allowed to customize the tour if they want to do something more than what is planned. Spending Power- They control 80% of personal wealth in the U.S with about 50 billion dollars to spend (MKTG textbook, Lamb/hair/mcdaniel. 6th edition). In total they spend 2.1 trillion dollars a year on all aspects of life. They make up 49% of affluent households in America. Geographic’s:

 

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Nada’s Italy is based out of Charlotte, NC mainly focus on attracting American customers. They have minor outreach to those in other countries such as Australia through WOM. States focused on for the sake of our budget, California and East Coast. For more information on east coast see Appendix 1. As you can see from this data the top five states. V. IMC Objectives: Nada has given us a goal she wishes to reach. She wants to expand the number of tours she offers while doubling and tripling her customer base. By meeting the needs of how people use technology today, Nada wants to improve her website and online presence for her company. •

Web re-launch- by making her website easier to understand and navigate people will be able to better understand what Nada is offering and how to make it a reality with ease. We are fixing the layout of the website while keeping the theme the same. We will be emailing all current customers to inform them of the new web re-launch and new tour offerings.

Mag Ads- we want to show older baby boomers restarting their life and checking things off of their bucket list. Our slogan and theme for this campaign is your life is just getting started.

Videos- In order to keep customers involved with Nada and to boost the overall experience of the tour we have created a month long video lead up to each tour. Once a week for a month before their tour a video will be sent to each person attending the tour to excite them and get them ready

 

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for their trip. These videos include but are not limited to tips for travel, what to pack, Italian phrases, hand gestures, etc. •

Cooking classes- Building a future target market is key because eventually there won’t be baby boomers any more. These classes are offered to the general public to open their mind up to the idea of visiting Italy. By establishing a connection between Italy and Nada’s Italy, future customers can be created and free PR can be produced. These classes are also a good way for people to start figuring out if a tour to Italy is something they really want to do and gives them a way to do it with minimal research, all they have to do is ask Nada!

Online Mag- your experience does not end when your tour does. After you get home from your trip you will receive an online Magazine that details your trip with pictures and memories you can show your friends and family. This adds to the overall experience and value of the tours, it helps set Nada’s Italy apart from the rest.

Commercial- future idea that could be utilized as Nada’s Italy expands and grows. The commercial will start with two older people who don’t know each other and live a normal routine life and decide to book a trip to Italy with Nada. They learn to drive mopeds and spend quality time together and bring youth back into their lives. After their trip they use Facebook and other social media to communicate and bring excitement back into their lives.

 

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Social Media- We will use Facebook to offer Italian recipes and cultural things about Italy, constantly keeping Nada’s Italy in the back of prospects heads. The frequent penetration into the social media world will keep Nada’s Italy afloat instead of being lost amongst the hundreds of travel companies.

VI. IMC Strategies and Programs Big Idea – To detail our big idea, as people tend to get older they feel they need to start a “bucket list”. As a group we felt that some people might get a negative feel from the words “bucket list”. This is a new start to our target markets lives, kids are out of the house they have money to spend and aren’t sure what to do with it. This is where we came up with the slogan “Your life…. Has just begun.” Each ad will have pictures of our target market doing things like moped riding, laughing, and things that would be considered “young”. The reasoning behind this is we want our target market to feel young and that they can achieve this with Nada’s Italy.

Copy Platform: 1. Target Audience- People in the baby boomer generation, with an income upwards of $75,000, living in the states we found most fitting as stated in appendix 1. See Target Market section for further detail of target audience characteristics. 2. Primary Competition- Our main competition is made up of three strong companies who whilst are all different from Nada’s Italy have key pieces of their business that makes them a major threat and competitor. They are

 

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Queenslander tours, Odyssey-Unlimited, and AAA. For further info on these companies see Competitive Analysis. 3. Reasons to Purchase- The key reason people choose Nada’s Italy over the rest is, for the small group sizes and a tour for people who don’t like tours. Nada’s competitive edge is that you are treated like your taking your own privately planned vacation with all the benefits and ease of going through a tour company. For more details on reasons people choose Nada see SWOT analysis Strengths. 4. Consumer Promise- “ Personalized approach, offering you experiences you can not receive with a large group.” Dinner with locals, and access to places you could not go on your own!

Media Strategies: We chose to use print through magazines, Social media through Facebook, and website re-launch (emails to let customers know), and PR through cooking demos and online videos (YouTube). When coming up with a schedule to implement these media vehicles we based it on time frame. First we will launch the new website and email current customers, stirring up some buzz around that. Then we will introduce our social media and video efforts. We will use Facebook and YouTube to post anything from how to videos- to recipes. From there we can launch our ads in magazines 6 months to a year before prime travel months to Italy so that the ads are reaching our audience around the time they are most likely booking tours which is for May-September. Cooking Demos

 

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will be scheduled around Nada’s availability and is used to create PR and WOM throughout the Charlotte community.

VII. Evaluation Currently, Nada’s Italy is relying mainly on word of mouth. Her promotional strategies focus on; social media like Facebook, twitter (1,909 followers) and YouTube (1,104 followers), going to social events talking about her company and demonstrating cooking classes on Italian dishes. Through this, Nada’s Italy was able to bring in over well over 200 clients. Our strategy is to increase the amount of clients by at least 100%. We will increase these numbers by carefully selecting the best magazine advertisements that will reach our target market (giving you the most bang for your buck). Part of the selection process for our research was to evaluate each state by; total population, total population of baby boomers and total population of baby boomers with a household income of 75,000+. After we gathered and analyzed the data from the census bureau the numbers gave us an estimate of the top 5 states to advertise in. We then researched each of those states individually for publications that would fit into our budget and reach our target market. This research has directed us into our decision of purchasing advertisements in Arrive magazine and San Diego magazine. Arrive magazine is published for readers who ride the Amtrak. This one publication will travel up and down the east coast hitting two of our biggest markets; Florida and New Jersey also reaching other larger markets like Massachusetts, New Hampshire and North Carolina. According to Arrive magazine; readers spent $5,600 per

 

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person on vacation travel during the year with a circulation of 1,402,200 and a median age of 48 years old. Again, this publication will hit most of the largest markets based on our research and we are confident in the success this ad will bring to Nada’s company. However, this magazine will not circulate through California another one of our larger markets. Selecting a publication in California was difficult due to its size and high cost for advertising. However, our team has suggested San Diego magazine. The city of San Diego has a larger population of baby boomers compared to other counties in the state and all have high income levels. According to San Diego magazines media kit, “Average spent on travel Greater than $5,000................................... 41% Plan to take a trip/vacation/ Cruise in the next 12 months................. 69% Travel 1-5 times for pleasure................... 72%” These numbers show great opportunity for Nada’s Italy to bring in more clients. The median age for San Diego magazine is “47 with the average income of $200,421 per household and the total circulation is 200,000”. Both magazines (Arrive and San Diego) will reach are largest target markets across the nation. These recommendations will generate more traffic to our website and spread more word of mouth. To keep up with Nada’s current marketing strategies we have also suggested ways to gain more followers on social media sites, re-launch of website and places to hold events for her Italian cooking demonstrations. These efforts will not only bring in more clients but allows us to stay competitive in our market. Also, to measure the success in our campaign, using sites like Google analytics will be able to show the growth in the amount of traffic to Nada’s website.

 

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VIII. Budget During the interim meeting, our client presented us with a budget of $20,00025,000. After reviewing numerous channels of advertising, our team has decided to suggest purchasing magazine advertisements in two magazines presented in our IMC strategies, objectives and evaluation. Running these advertisements will cost us $22,268, which fits directly in our budget. Our team knows that this will be money well spent and have a great impact in increasing revenue and reaching our target market.

 

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IX. Appendices a. Research "Odysseys Unlimited." Small Group Tours. N.p., n.d. Web. 13 Feb. 2013. "Small Group Tours of Italy, Tours of Italy, Italy Tour." Small Group Tours of Italy, Tours of Italy, Italy Tour. N.p., n.d. Web. 13 Feb. 2013. "Vacation Packages from AAA Travel." Travel and Vacation Packages. N.p., n.d. Web. 13 Feb. 2013.

 

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Nada's Italy