The Information Needed For An Event Planning

The Infomation Needs To Be Something Related To An Event Planning Comp

The infomation needs to be something related to an event planning company. In this draft, you should include the following sections that will be in your written report: Executive Summary (this is written last and is usually one page long) A. Introduction B. IMC Objectives (Quantify) Identify the brand and the principle objectives of the campaign and quantify where possible: •Attract new customers •Retain existing customers •Branding objectives •Marketing and corporate objectives C. Market Analysis A detailed analysis will provide the specific details for decision-making: a)SWOT b)Segmentation and Targeting c)Positioning d)Product/Service e)Customer Profile f)Marketing Channels D. Communications Strategy Plans Listed here are the typical options available that form the communications strategy mix – marketers must think about how they need to match competitors or provide novelty, each strategy requires a specific objective, a media strategy, a media plan, and a budget. Each communications strategy (e.g. a traditional media campaign involving a print ad in a magazine) requires: •Specific Objective •Media strategy: Big idea, Message, Copy, Visuals •Media Plan: Reach and Frequency •Budget: How much will this cost? a) Traditional Media A paid for, mass-mediated, attempt to persuade, use to build brand identity, this is a big investment: •Television, Print and Radio b) Internet As advertising became more expensive and the Internet grew – online communications have become a cost effective option with the added benefit of being measurable (closed-loop marketing) – this area has become highly specialized: •Search engine optimization (SEO) strategy: Google AdWords •Online advertising: Banners, reciprocal links •Social media: Facebook, Twitter, YouTube, Pinterest, Instagram… •Website c) Direct Marketing Direct marketing evolved from the catalog business, which involved gathering customer information – this approach is data base driven and is used to send personalized messages either by mail, phone, email or text messages, inviting a direct response. There is an important role for direct marketing in branding as it facilitates relationship building and customer retention. This is becoming integrated into a web campaign. Direct marketing might include: •Post cards •Personalized mailings •Emails concerning special offers •Newsletters d) Sales Promotion Alongside traditional advertising, there are many options for communicating with customers and building positive associations with the brand – sales promotion is growing in popularity and can be incorporated into a direct marketing piece such as a postcard or email. Sales promotion is instant demand stimulation, it creates a perception of greater value through contests and samples, it compliments the longer term advertising campaign, it motivates trial use, and encourages larger purchases or stimulates a repeat purchase. Sales promotion is helpful when launching new products and new product samples can be attached to existing brands. Problems arise because frequent sales promotions alter price perceptions and encourage consumers to become “deal-prone”. Examples include: •Consumers: Coupons, price-off, gift with purchase, contests, samples, mail sampling, newspaper sampling, on-package sampling, mobile sampling •Trade/Business: Training, allowances, incentives, trade shows •Internet: New opportunities for contests and trial subscriptions e) Public Relations (PR) PR is a communications function used to promote understanding between an organization and its various stakeholder groups. PR is a critical component of brand building and generates publicity for the brand, helps solidify the public’s opinion of the brand and defines the brand; seamlessly. Public relations involves: •Creating publicity; buzz, viral messages •Building media relations •Corporate communication (issues management, community relations, government relations, industry relations) •Building employee relations •Maintaining financial/investor relations •Crisis management •Image building •PR deals with what is difficult to control; but a company can be prepared •PR amplifies the effects of other communications strategies The tools of PR include: •Press releases •Feature stories •Company newsletters •Press pack •Interviews and press conferences •Sponsored events To elaborate further on the Communications Strategy Section there are numerous options; marketers should consider a mix of the following depending on the problem being addressed – you may wish to provide additional strategies that you feel are more relevant. E. Communications Schedule Using a calendar that covers the timeframe of the proposed IMC indicates when the specific elements of the communications strategy mix will occur – including: •Launch dates •Key events F. Budget and Evaluation Develop a list of the planned communications strategy mix and estimate the costs of each component G. Conclusions Summarize and tie the overall plan to the IMC objectives.

Paper For Above instruction

Effective event planning is crucial for creating memorable experiences that meet clients’ expectations while ensuring operational success and profitability. An event planning company must strategically develop an integrated marketing communication (IMC) plan to attract clients, retain existing ones, and build a strong brand presence in a competitive marketplace. This report outlines an IMC strategy tailored for an event planning company, emphasizing targeted objectives, market analysis, comprehensive communication strategies, scheduling, budgeting, and evaluation to foster sustained growth and brand loyalty.

Introduction

The event planning industry is a dynamic sector that requires meticulous coordination, creative marketing, and strategic communication. An effective IMC plan aligns marketing efforts with business objectives, utilizing multiple channels and tools to reach target audiences. The primary goal is to position the company as a trusted, innovative, and client-focused service provider. This report explores the IMC objectives, market analysis, communication strategies, scheduling, budgeting, and evaluation techniques necessary to achieve the company's goals.

IMC Objectives

The core objectives of the IMC campaign for the event planning company include attracting new customers, retaining existing clients, strengthening brand recognition, and aligning marketing efforts with broader corporate goals. Quantitative targets are set to increase new client inquiries by 20% within one year, boost repeat business by 15%, and enhance brand awareness metrics, such as website traffic and social media engagement, by 30%. These objectives aim to create a measurable impact that aligns with the company's growth ambitions.

Market Analysis

SWOT Analysis

A Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis reveals that the company’s strengths lie in its creative design team, diverse portfolio, and excellent customer service. Weaknesses include limited brand awareness and a small marketing budget. Opportunities for growth involve rising demand for themed and eco-friendly events, while threats include intense local competition and economic fluctuations impacting event budgets.

Segmentation and Targeting

The primary market segments include corporate clients seeking conference and gala event planning, and individual clients interested in weddings and private parties. The targeting strategy focuses on mid to high-income clients who value personalized services, innovative themes, and reliability. Digital channels are prioritized to reach these demographics effectively.

Positioning

The company positions itself as a premier event planning service dedicated to delivering customized, creative, and stress-free event experiences. Its unique value proposition emphasizes attention to detail, eco-conscious options, and a seamless planning process that minimizes client workload.

Product/Service

The core offerings include event conceptualization, venue selection, décor, catering coordination, entertainment booking, and on-site management. Specialized services such as themed events and sustainable practices add differentiation to the portfolio.

Customer Profile

The ideal customer profile comprises professionals aged 30-55, with medium to high-income levels, primarily located within urban areas. They prefer comprehensive, hassle-free planning services and are active on social media platforms, seeking innovative and memorable event experiences.

Marketing Channels

Effective marketing channels include the company’s website, social media platforms (Instagram, Facebook, LinkedIn), online advertising, direct email campaigns, and participation in industry expos and networking events. These channels support brand visibility and lead generation.

Communications Strategy Plans

Traditional Media

Although traditional media like print ads and radio are costly, they can effectively reach local high-end markets. For instance, advertising in lifestyle magazines and sponsoring community events can enhance brand recognition. Specific objectives include increasing local awareness and establishing the company as a community staple. The media plan involves running quarterly ads with targeted messaging emphasizing craftsmanship, eco-awareness, and personalized service. The estimated budget allocates $15,000 annually for print advertising and sponsorships.

Internet Strategies

Online marketing offers cost-effective, measurable options. Search engine optimization (SEO) strategies aim to improve organic search rankings for keywords like "wedding planner" or "corporate event organizer." Pay-per-click (PPC) campaigns via Google AdWords are targeted to local markets, with an initial budget of $10,000. Social media campaigns on Facebook, Instagram, and Pinterest will showcase recent events, client testimonials, and behind-the-scenes content to foster engagement. The company’s website, optimized for conversions, acts as an essential hub for inquiries and bookings.

Direct Marketing

Direct marketing efforts involve personalized email campaigns highlighting special offers, such as discounts for early bookings or seasonal promotions. Mailing personalized postcards to past clients encourages repeat business and referrals. An email newsletter keeps clients informed of trends, new services, and company achievements. These tactics help strengthen client relationships and foster loyalty.

Sales Promotion

Sales promotions include offering limited-time discounts, referral bonuses, and contest-based campaigns promoted through email and social media. These tactics generate immediate demand and encourage sharing among potential clients. For example, a photo contest for the best-themed event can boost engagement and brand visibility. Such promotions are particularly useful during peak planning seasons or new service launches.

Public Relations

PR initiatives focus on creating buzz through press releases about notable events, awards, or community involvement, such as environmental sustainability initiatives. Building media relations and partnerships with local businesses enhances credibility. Hosting open house events or participating in charity fundraisers positions the company as a community-oriented leader. Regular media outreach and interviews help solidify the brand’s image as innovative and responsible.

Communications Schedule

The communication plan is set over a twelve-month period, with specific activities scheduled around key milestones such as peak wedding season, corporate event calendar, and holiday seasons. For instance, press releases about new eco-friendly services should be issued quarterly, social media campaigns intensified during wedding fairs, and email campaigns aligned with booking deadlines. Launching a new service in spring can be paired with an online campaign and local sponsorships to maximize visibility.

Budget and Evaluation

The total annual budget for the IMC campaign is estimated at $50,000, allocated across traditional media, digital advertising, PR events, direct marketing, and sales promotions. These costs will be monitored through analytics tools measuring web traffic, social media engagement, inquiry rates, and client bookings. Periodic reviews quarterly will ensure the strategies are performing as planned, enabling adjustments for continuous improvement.

Conclusions

This IMC plan provides a comprehensive approach aligned with the company’s objectives to attract new clients, retain current ones, and strengthen brand identity. By integrating traditional media, digital strategies, direct marketing, and PR, the company can effectively outreach its target market, build long-term relationships, and establish a competitive advantage in the event planning industry. Consistent execution and evaluation will ensure that the strategies adapt to market changes and maximize return on investment.

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