IMC Project Outline, Marketing Communications Objective, , - Coggle…
IMC Project Outline
Due March 14, 2021
Chenoa, Dominique, Arianna, Michael
Marketing Communications Objective
Opportunities and Threats
Because it targets the youth population, this can result in a issue that will increase drinking and driving amongst under age kids.
NYC Health Department wants to restrict Mike's Hard
Mike's Hard has Thatchers as a competitor
Their slogan "When life gives you lemons, make lemonade" is an advantage, because most people refer back this slogan in order to remain positive or successful when they feel undoubful.
They have the ability to innovate and keep producing new flavors.
Mike's Hard company size is 201 to 500 employees, which, means they are running efficiently and affectively.
Mike's hard produces over a dozen flavors.
Strengths and Weaknesses
When dealing with individuals that are fifty and above it would be hard to spread the word.
You could run into problems with
The commercials for Mike's hard also closely targets and displays content that appeals to the youth population.
Mike's hard i.
Mike's hard is debuting new eye-catching packaging, centering its iconic lemon shaped logo.
They have a strong relationship with their consumer population.
Mike's hard is widely avaiable .
Mike's Hard deals with over 450 distributors and delivers over 21 million cases of their products each year.
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Marketing Communications Strategies
Marketing Communications Mix
Scheduling and Budgeting
Implementation, Monitoring, and Control
Our implementation will depend on which form of advertising the Robeson County community center will see as best, if not all three. The social media page will also be easy to implement since they already have people who control it.
Monitoring can be done by totaling up the amount of people who participate in the contests. More contestants should equate to more people who are visiting the church or community center. Monitoring can also be done by keeping track of how many people are reached by the social media posts.
Scheduling: Advertisements on TV can be scheduled after most people get off work, that way it can reach the largest audience possible. Contests and raffles will held online, winners will be contacted by email or phone call.
Budgeting: The Community will have to pay for contest prizes if not provided by their partner food lion. There will also be varying costs for advertisements depending on how much space it will take on the paper, and how long they will be on the TV or radio, both of which is to the preference of the Church and Community center. One good thing is that it does not cost money to post videos on their Facebook page. So all the reach and following the people gain from social media should not cost too much.
Advertising: Ways that we will be advertising the Robeson County Church and community center is by paying for advertisements in the newspaper, radio, and television. Since they are having trouble reaching an older Demographic, local newspaper and radio ads will be a draw-in for the older population.
Direct Marketing: One thing the Church and Community center could do to target their market is offer rewards to people who visit the community center. Visitors will have the opportunity to fill out surveys providing feedback to the community center. People who fill out these surveys will be entered into a raffle in which they will have a chance to win either food lion rewards points, or a $100 gift card. I suggested Food lion since it is partnered with the Robeson County Church and community center.
Public Relations: A way the church and community center can improve public relations is having people with positive experiences at the community center make a short video talking about their experience and why they recommend the community center. These videos will be posted on the Robeson County Church and Community Center's Facebook page for people to see.
Communication Strategies/ Target strategies
1.Target Market - is Aged Fifty-above through the Roberson County Communities.
2.For the demographic group of fifty and above we have decide that an Senior Game Night to bring Can goods for the food pantry and the for the community to connect.
One Marketing strategy to use is cause and relationship because Robeson County loves to help server the community.
Objective 1: Creating and sustaining demand and preference.
It is the ONLY hard lemonade seltzer, created and crafted by lemonade experts.
Mikes hard has a different and unique taste, due to the cold pressed method that is used.
It is a Gluten Free choice and only has 1 gram of sugar, for those who like to watch what they consume.
Due to it being available nationwide, everyone can purchase it.
This past January they did a taste testing. They do taste testing's often to make sure that it meets standards.
Objective 2: Shortening the Sales Cycle.
Due to it being worldwide now, Mike's hard can be bought in any store almost. Accessibility is important.
People love personalized experiences, this speeds up the sales cycle, Mike's hard has a variety of flavors letting people choose whether they would like a strawberry, Lime, Cranberry or even Mango flavor.
Pricing is key in sales as well. Mike's hard is not too expensive , it does cost more than Smirnoff but it is of better quality.