IMC Plan.docx

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Department
Marketing and Consumer Studies
Course
MCS 3620
Professor
Douglas Adlam
Semester
Fall

Description
IMC Plan: University of Guelph McLaughlin Library Facebook Page Ashley Gehrke Emilie Paquette Nicole Jorge Nicole Rahmel Professor Timothy Dewhurst Marketing Communications MCS 3620, Section 1 April 9, 2012 Table of Contents: Executive Summary………………………………………………………….. Introduction…………………………………………………………………... Background………………………………………………………………….. Market Analysis………………………………………………………. Marketing Environment………………………………………………. Consumer Analysis……………………………………………………. Competitor analysis……………………………………………………. SWOT Analysis………………………………………………………………. IMC Plan…………………………………………………………………… Marketing Objectives…………………………………………………. Marketing Strategies………………………………………………… Basis for segmentation………………………………………….. Target Market…………………………………………………... Positioning……………………………………………………… Competitive Approach………………………………………….. Proposed Budget………………………………………………………. Overall Communication Objectives…………………………………… Overall Creative Strategy……………………………………………... Creative Executions…………………………………………………… Overall Media Strategies and Executions…………………………………. Flow Chart…………………………………………………………….. Conclusion…………………………………………………………………… References……………………………………………………………………. Appendices……………………………………………………………….. Assessment and Evaluation………………………………………………….. Executive Summary Introduction “Facebook is a social utility that connects people with friends and others who work, study and live around them,” (Facebook). Facebook was invented in 2004 and has been going strong ever since it launched. Over the past 8 years, Facebook has grown to be a part of many people‟s everyday lives and people use it for many different sources of information. Facebook has become a very powerful source of information for all its consumers. The brand we decided to work with is the Facebook page for the McLaughlin library on the University of Guelph campus. Although many people on Facebook may “check in” to the library, there has never actually been a library Facebook page. The University of Guelph McLaughlin library Facebook page will be an essential page for students and faculty to find all the information they are looking for, all on one page. Although we believe this idea to have many advantages, there are some limitations. Some key issues with this idea is that many students or faculty may not feel they need a Facebook page necessarily. There are hundreds of thousands of Facebook pages on Facebook, so people many not feel like the library needs to be one of their pages. People may also feel that they receive enough information about what‟s happening at the library on the actual library website or on their email. We believe that this Facebook page will be a beneficial page to check out on a daily basis for students and faculty. We will address all our marketing objectives and strategies and will fully convince consumers that they need this page on their Facebook. Background Market Analysis Market Definition: The Market that we are looking at is people who are related to the University of Guelph: current students, faculty, alumni, and the City of Guelph community. McLaughlin Library is located on the Guelph Campus; this campus has a large impact on the socioeconomic lives of Guelph citizens. Target Market: Our specific target market is University of Guelph students and Alumni. The primary target market that is going to be communicated to is current Guelph students. It is current students that have access to and use the Library services. This includes undergraduate students and graduates students. The Alumni and faculty are the secondary market. They may view or receive any of our various communication methods but the message is more directed towards current students. Current Market Size and Trends: Enrollment in Guelph has been increasing over the years; the current student population is 19 400 undergrads and 2515 grad students (University of Guelph, 2012). This is comparable to the population in 2006 with a population of 17,332 undergraduates and 2076 graduate students (University of Guelph, 2012). In the last five years Facebook groups with University of Guelph related topics have become very popular. Guelph has several very large and growing Facebook groups. Overheard at Guelph has over 6000 members, Guelph Party Info has over 800 friends, Guelph Memes has over 8000 likes and these numbers are growing everyday (Zuckerberg, 2011). Anticipated Market Trends: The market size has been increasing and is seen to be increasing even more. Guelph has started enrolling more first year students. This number is increasing so much that a new residence-building project is being considered (University of Guelph, 2012). Market Environment Key Demographic: Grad and undergrad students at the University of Guelph are the primary demographic being looked at. As well, University staff and alumni. In addition another group that would benefit from the university having a Facebook page could be the residents of Guelph. They would know what events are being carried out, and if any are of interest to them. Technological Environment: Social Media is becoming more and more popular and many universities have already jumped on the social media bandwagon. These networks appeal to current students, future students and alumni. “With so many key populations embracing social media, universities almost have no choice but to integrate these platforms into their marketing and communications plans” (Klamn, 2011). Consumer Analysis The primary users of the McLaughlin Library are university of Guelph students. Demographic: Their ages typically they range in age from about 18-25. A larger percentage of the users are female this is based on the fact that the University of Guelph has a higher percentage of female students compared to male students (University of Guelph, 2012). Students do not have a large amount of disposable income and therefore are more inclined to be persuaded by free or informative information instead of having to purchase help elsewhere, students rely more heavily on them for help then outside sources. This economic standpoint of low income for students doesn‟t necessarily impact communication planning as students are almost always connected to the Internet. Geographic: Students are all geographically located in the Guelph area, but originally students come from all over Canada, as well there are students from many different countries around the world. Many students use social media like Facebook to connect with friends. Psychographics: Students are generally very tech savvy, can navigate around a webpage and find exactly what they are looking for, however; convenience is a big factor since a lot of projects are time sensitive. The easier it is for them to find the information they need quickly, the more likely they will be to use the Facebook page for the library. BEHAVIOURAL?? Competitor Analyses Other Libraries: The McLaughlin Library itself does not have a lot of competition when it comes to our chosen target market. It is conveniently located for the target as well it has specific programs catered towards University of Guelph students. There are other large libraries in the area however. University of Waterloo‟s libraries can be considered a competitor for the McLaughlin library. They have already launched successful Facebook accounts for all four of their libraries. They often give free stuff to students to engage their participation and awareness of the library. Waterloo has given away cash prizes as well as iPad‟s for students giving feedback and for entering contests communicated through the Facebook page. Another strategy Waterloo Library uses is to advertise various events happening in the library as well as updating and posting a newspaper that gives much information about the events and new happenings (University of Waterloo Environment, 2012). Also posted are various workshops and winners for the various awards. Pictures are also posted of what is inside the library as well as collections of books. Waterloo library also informs students on the changes of hours. There is also the Guelph Public Library which is in closer proximity, this library does not offer the same type of learning services as the Guelph library but students can still use it for resources and study space. The Public library has it‟s own website with updates of events and all of the services they have to offer. More directly related the Guelph Public Library also has a Facebook page with 83 likes (Zuckerberg, 2011). Noise: More then just the direct library on library competition threaten the library Facebook page. They also have to worry about noise from other Facebook pages. There are the directly related Guelph pages like Overheard at Guelph as well as all the other pages people could potentially like instead. Facebook is populated by other businesses hoping to build large fan bases, the Library has to compete with other pages for student interest and attention. SWOT Analysis Strengths Weaknesses  57 people “like” the library (without even having  Many students never visit the a Facebook page), and 1042 people "checked library into" the library there are many people interested  People may not know what in a social media aspect of the library services the library offers or  Many services offered including learning how/why to use them services, writing services, research, book  It can be hard to find a seat in the library borrowing etc. especially during exam times  Many people visit the library on a daily basis to  The library website is very large group study, single study, use the computers and and a little confusing to borrow books  Many people ignore the emails  Organized website which has many online the library sends out resources including journal articles and course  Students may not be interested in reserves a Facebook page for the library  A lot more students go there during exam times  Creating and updating a then any other time of the year Facebook page is a lot of work  Awareness through campus tours and it‟s in the and takes time middle of the campus  Not every student has Facebook Opportunities Threats  Gained awareness and involvement of events,  Runs the risk of falling into the updates and offerings from the library "noise" and background of  Ability to have quick faculty to student student minds if it just falls into conversations, responding to questions and the student‟s News Feed inquiries  Many students might feel that  Ability to have quick two-way, student to they get enough information student communication, displaying a community about the library through the feel Library website or through Gryph  Gives the opportunity to post library how to's on mail the page for easy access such as writing tips  There are already a lot of Guelph  Allows the library to communicate information Facebook groups and websites such as Overheard at Guelph, the that are of interest (ex: workshops, seminars, networking events, job postings), allowing the cannon.ca, webrevisor etc. library to get awareness out through Facebook  High student turnover Events  Its hard to control what people  A source for frequently asked questions, students post, you will have to check for can ask questions, rather than asking in person inappropriate posts frequently  Brings awareness in a social media setting which is becoming ever more popular  Updates on changing hours of operation and other library changes  Student and faculty can access the page and find all the same information  Facilitates engagement of other on campus organizations, allows other students to be aware of other opportunities on campus IMC Plan: Marketing Objectives: The marketing objective of the integrated communications plan is to launch a successful Facebook page. More specifically we are determining this success off the „likes‟ we receive on the page. Our overall goal os to obtain 5000 likes within the first academic year that this page has been launched. This is a fair goal because this is about a quarter of the population of our target market. Our current campaign is focusing on just the first year of the Facebook page. After this first academic year the success will be evaluated and then a new plan will be developed. Ways to help us determine our success during the campaign include the websites Klout and Crowdbooster. Klout: This is a free service that rates influence within all social media sites. Once a profile is created, it will allow us to link to the Facebook page. Obviously the higher the influence the better, but this site will tell you if, and when you do something right and gain influence or do something wrong and lose it. Klout will also tell you the style of user you are, specialist, creator, and sharing. Overall this is a general measure of if the Facebook page is successful. “Klout provides powerful analysis and tools to help you more clearly understand your own influence, your network's influence, and the topical interests that make each of us special. Using Klout, you can improve your use of social media and better reach your network” ("Understand and improve," 2012) Crowdbooster: Crowdbooster records and measure every single tweet or Facebook post you make. It also records the number of people who see the post, comment or it, re-tweet it or like it. Then it makes suggestions about when during the day is the most effective time to tweet based on the performance of posts in the past. This will help you manage your multiple tweeting and show you your most effective posts so that in the future you know the best way to write them. “Crowdbooster helps you achieve an effective presence on Twitter and Facebook. We show you analytics that aren't based on abstract scores but numbers that are connected to your business and your social media strategies: impressions, total reach, engagement, and more” ("About crowdbooster," 2012) Marketing Strategies Marketing strategy is “a plan of action that shows how the various elements of the marketing mix will be used to satisfy a target market‟s needs,” (Tuckwell, 52). It is always important to have the right strategy from the beginning and then just work on the executive as time goes on, (Tuckell, 52). Marketing strategies are what set you up for success, regardless of what you‟re marketing. In the case of the library Facebook page, it is very important for us to form a marketing strategy because the page does not exist yet. Therefore, it is more important for us to have a well-formed plan before launching the page. Basis for segmentation Segmentation is defined as “the art of dividing a mass market into identifiable subsets in order to meet the needs of specific consumers and to match the product and the user more clearly” (Rothschild, 1987, p.42). These subsets of smaller parts of the market are generally called segments. These segments are commonly divided into; demographics, geography, psychographics and behavioural. For the library Facebook page, we will be targeting these segments more carefully. For the segment demographics, we will be targeting undergraduate and also graduate students at the University of Guelph. These students are generally in the age range of 18-30. We will also be targeting faculty, mostly professors and teaching assistants, at the university. The geography segment will be targeted at the students and faculty at the University of Guelph. Clearly, this page will be mainly for the use of the students who go to the university; therefore, we will only target that region. For the psychographics segment, we will be targeting people at the university who like to get involved with the school. We will also be targeting the students who are very academically focused because they will be the ones wanting to attend any student learning groups (SLGs). Overall, we will be still mainly focused on the large market of all the students at the University of Guelph. And finally, for the behavioural segment we will be targeting the students who will be looking for help around the exam period. Students around the time of midterms and exams may find they need some extra help. In that case, the library page will be there will all the offerings at the library for help. For us to successfully segment the market properly, we must ensure that the market for the library Facebook page is substantial and meaningful. This means we need to make sure that the segment is large enough that the page will last in the long-run. There needs to be enough interest for the page to be feasible for development and maintaining in the long-run. We also need to ensure that the market for the page is reachable and marketable. This means that we need to make sure that the targeted segments will accept our marketing efforts and comply. The Facebook page needs to reach students and be useful so that students pass it on their friends through word of mouth. To summarize, the University of Guelph Facebook page will be mainly targeting students and faculty at the university in the hopes that our marketing efforts will reach these segments. Target market An essential part of every marketing plan is a “precise description of the target market,” (Tuckwell, 44). The target market is a group of consumers “to whom the company wishes to appeal to. They market a product or service that specifically meets the needs and preferences of that group,” (Dewhirst, lecture). As described in the section above, the target market is based off of the four segments; demographic, geographic, psychographi
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