Integrated Marketing Communications for 3D Systems

This assignment examines the application of Integrated Marketing Communications (IMC) for 3D Systems' Healthcare Technology Centre. The analysis evaluates the relevance of IMC for developing an effective communication system, focusing on attracting new customers and strengthening relationships with existing ones. It delves into various communication strategies and their potential impact on achieving business objectives in the healthcare technology sector.

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Advertising and Integrated Communication
Executive summary
The below executed summary has been made focused on the IMC plan of the 3D
Systems' Healthcare Technology Centre. The main objective of this communication plan is to
develop a communication system which will aid the entity in attaining new customers and also
develop awareness in the existing one regarding the products and services. The plan has been
segmented in the various parts which are as follows. The fist part consist of the communication
objectives which are required too be developed so as to develop the framework of the plan.
Further the plan consists of the IMC tools which are analyzed on the base of budget and the
above mentioned communication objectives. The nest is the creative advertising strategies which
will aid in enhancing the value of the plan and the last part comprises of the media plan. This
media plan includes the media channels and platforms utilized by the entity for the plan.

Advertising and Integrated Communication
Contents
Introduction.................................................................................................................................................4
Literature review.........................................................................................................................................4
Market segments..........................................................................................................................................5
Marketing communication objectives..........................................................................................................5
IMC tools....................................................................................................................................................6
Creative advertising strategies.....................................................................................................................6
Media plan...................................................................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

Advertising and Integrated Communication
Introduction
A model or a hypothesis which has been considered as liable and applicable for the
achievement of the targets and objectives of the showcasing effort and this is done through an
all-around composed utilization of different special components and apparatuses which are
enormous to fortify each other. On the premise of the of the conducted analysis by American
Association of Advertising Agencies it has been executed that the idea of integrated marketing
communication, and as indicated by which the term IMC esteems the exhaustive arrangement
which will assess the key parts of the assortment of correspondence disciplines. This is likewise
engaged with publicizing, advertising, individual offering, deals advancement which is then
consolidated for giving a clearness consistency and greatest correspondence impacts. IMC will
be demonstrated particularly helpful for the business substance in differed faculties. The greatest
preferred standpoint of actualizing this approach is that it goes far for creating brand mindfulness
among the market and that too at the very least cost (Arnold & Boggs, 2015). This model of
correspondence additionally helps in business promoting and furthermore on account of direct
connections with the customers. Associations will have the capacity to advance their items and
administrations in the objective market and furthermore will create trust among the purchasers.
Coordinated advertising correspondence process is a contemporary instrument which scores over
the conventional systems. The below executed analysis has been summarized on the IMC plan
for 3D Systems' Healthcare Technology Centre. The business entity has been dealing in offering
complete 3D products and services which include 3D printers, print materials, on-request parts
services and advanced outline instruments. Its eco-systems underpin propelled applications from
the product configuration shop to the industrial facility floor to the working room. 3D Systems'
precision healthcare facilities include (Beach, 2014), Virtual Surgical Planning, and printing of
restorative and dental gadgets and in addition persistent particular surgical instruments.
Literature review
On the basis of the research which has been executed by Sharma, R. (2015), it has been
analyzed that the IMC plan comprises of the mediums and the methodologies through which the
business entity communicates regarding the products and its services. These methodologies
presents the operations such as publicizing, advancement, advertising and correspondence (both
disconnected and on the web) procedures and strategies (Belch et al., 2014). It gives the guide to
a business organization to convey messages to, and interface with, target markets and publics.
An IMC plan can be developed for the business, another product or service dispatch, an
occasion, or a particular program. The authors has also analyzed that the process starts with the
research into the business, the main goal, corporate objectives, reputation and brand equity to
guarantee the plan suits to the overall business strategy. The segmented target markets and the
audience and the competitors are investigated. Mechanisms and particular tactics are then
suggested.

Advertising and Integrated Communication
Market segments
The main target market segments of 3D Systems' Healthcare Technology Centre are the hospitals
in Sydney and also institutes like Royal Australasian College of Surgeons; the main focus has
been diverted towards those people who are having some interest in volunteering or donating to
the healthcare organizations (Blakeman, 2014). As these are the organizations run on volunteers
and on donations in both monetary and non-monetary terms. The below presented are the major
market segments which should be targeted so as to fulfill the business objectives and also that of
the IMC plan:
Demographic Segment 1  Age group of women 35-54
 Students from high School or diploma
or above
 Employed or Unemployed
 Married
 Income level $25,000-$85,000
 Geographic’s: Sydney
Demographic Segment 1  Age group of male and female 16-24
 Student from high School or higher
 Unmarried
 Income level $15,000 or less
 Geographic’s: Sydney
These above mentioned are the major market segments which will be targeted by the IMC
campaign (Garvey, 2014).
Marketing communication objectives
IMC (Integrated marketing communications) stays for consolidated publicizing exchanges
(Ginsburg, Kinsman & American Academy of Pediatrics. 2017). The idea has been considered as
a wide promoting thought that spotlights on remaining with displaying and correspondence
attempts solid and encouraged. In this way, any messages the association passes on through any
kind of media should strengthen an enduring brand picture. Effective IMC targets are specific,
quantifiable, assessed and have a communicated era. The underneath specified are the IMC
goals:
Brand awareness: A champion among the most generally perceived and simple IMC targets are
creating brand awareness (Grunig, 2013). Before offering the specific variables 3D Systems'
Healthcare Technology Centre, it needs to develop brand awareness among its target market, and
this ought to be improved the situation spreading awareness and furthermore its noteworthiness.
For example, a brand-awareness target may state "Augmentation mark awareness by 20 percent
within term duration of three months."

Advertising and Integrated Communication
Great mentality: After the business association sets up mark awareness, its next genuine
progress is to impact customers to buy its products and services (Hatziargyriou, 2014). As an
IMC objective, impact may fuse making an incredible brand state of mind or an elevated
requirement to buy among customers. The business element may likewise assess general
demeanors toward its picture earlier and thereafter an elevating push to check whether they
advanced (Jensen, 2013). It could in like manner consider the point of customers to buy after the
promoting occasion.
IMC tools
The below mentioned are the IMC tools which are IMC tools which will be utilized and are
based on the budget and communication objectives:
Advertising: A varied range of advertising tools can be utilized by the business entity for aiding
the business organization in accomplishing new customers (Kasper & Kellerman, 2014). This
will also bring hike in the popularity of the products and the services of 3D Systems' Healthcare
Technology Centre.
Sales promotion: This term refers to the concept of promotions which can be initiated by the
business entity (Knowthis 2017). The business entity can make adoption of this approach by
offering some sought of schemes or free of cost after sales services.
Personal selling: This approach is also one of the examples of the most effective tools or
methodology which aids in communicating and building relations with the consumers and
attaining the target market (Entrepreneur 2017). Immediate results aid in developing the team,
which will increase the effectiveness of the tactics and plans if implemented and these are
considered as the major advantages of this IMC tool (Edsa 2017). .
Creative advertising strategies
In an intensified business environment, there are varied number of multinational corporations,
which are making adaption of creative advertising styles so as to enhance the efficiency and
effectiveness of the products and services which will surely increase the satisfaction level of the
consumers (Kraidy, 2017). The business corporation has been utilizing these methodologies by
considering distinct variables such as; behavioral, statistic, psychographic and so on. The
creative procedure of an business corporation is a mechanism which is identified by making
appropriate choice of information which is required to be incorporated into the message of the
promotion.
Building a slogan can be considered as one of the creative style of advertising. For instance, by
building a slogan the business entity can enhance the value of the advertising campaign. The
limited time design of association will be set up on the premise of this slogan, as it will hold
existing clients and making new clients (Lawrie, 2014). The promotion is executed so as to

Advertising and Integrated Communication
improve and increase the popularity with the main characteristics and also the new additions in
the character. It will improve the brand picture and notoriety of 3D Systems' Healthcare
Technology Centre. It will build the market scope of the business entity in the home ground and
also in the foreign markets. This creative method of advertising will be aiding integrated
communication design of the business firm. What's more, the organization will make an creative
promoting message. There might be some moral issues identified with communication targets 0
of 3D Systems' Healthcare Technology Centre. Now and then, advertising makes the general
population buy the products, which are not reasonable for them. The costs of items are high, so
individuals can't manage the cost of effortlessly; For instance, by publicizing of dietary and
wellbeing supplements impacts the young people and female gathering, which are extremely
cognizant to their wellbeing (Percy, 2014). Another issue might be identified with the
commercial of remedy results of organization. The implicit rules of organization incorporate that
ads for the remedy items ought not be sited in any piece of endorsing programming bundles.
Moreover, the association won't give the relative information about the points of interest and
weaknesses of different brands. These are the moral issues, which can influence the future
development and accomplishment of association.
Media plan
The below presented is the description of the media plan, 3D Systems' Healthcare
Technology Centre in which the business entity will be implementing different media tactics and
use varied range of media vehicles, which will aid the business entity in publicizing its
communication objectives and creative strategy (Richards & Schmidt, 2014). This media plan
will aid the business corporation in appealing the customers and has been effectively and
efficiently developed. The below mentioned are the media vehicles and media strategies which
can be adopted by 3D Systems' Healthcare Technology Centre:
Online Media
Online media can function as best instrument which can be proven best for the business
of any of the business entity. 3D Systems' Healthcare Technology Centre can utilize web based
showcasing to elevate its products to the greater part of populace. This mechanism can be
described or presented as a mechanism that has been utilized by the majority of the population is
effectively and by utilizing this methodology the business corporation and the consumers will be
benefited on number of grounds. This medium has been considered as one of the most effective
means of spreading awareness. Thus, online media advertising is as well as can be expected, be
utilized as a part of its limited time design. The following are the best examples of the online

Advertising and Integrated Communication
networking; Twitter, Facebook, Instagram, YouTube and the same can be adopted by the so forth
which will be utilized by 3D Systems' Healthcare Technology Centre to advance its items. In the
online networking promoting devices, there are both paid and unpaid instruments. The
organization will advance its items and administrations on these interpersonal interaction
destinations. It can make a page on Facebook, where it would showcase be able to its current and
new items. What's more, it will utilize E-mail advertising that can likewise be executed by 3D
Systems' Healthcare Technology Centre. Just 1% market will be taken by association for
advertise increase (Thorson & Moore, 2013). On the off chance that the association utilizes these
channels adequately, it will help with focusing available and making new clients in the market.
For the most part, online media showcasing is considered as a two-way specialized strategy. 3D
Systems' Healthcare Technology Centre can utilize web based showcasing to elevate its items to
the greater part of populace. Explanation for picking this showcasing device is that as of now the
majority of the general population is effectively occupied with utilizing the online networking
and systems administration locales. It is the most prevalent instrument in the present period.
Thus, online media advertising is as well as can be expected, be utilized as a part of its limited
time design. There are distinctive methods of online networking, similar to; Twitter, Facebook,
Instagram, Youtube and so forth which will be utilized by Blackmore to advance its items. In the
online networking promoting devices, there are both paid and unpaid instruments. The
organization will advance its items and administrations on these interpersonal interaction
destinations. It can make a page on Facebook, where it would showcase be able to its current and
new items. What's more, it will utilize E-mail advertising that can likewise be executed by 3D
Systems' Healthcare Technology Centre. Just 1% market will be taken by association for
advertise increase. As the business entity has been utilizing the online channels adequately and
the same will be proven beneficial for the business entity by diverting the focus and making new
consumers in the market. This approach has been considered as a two-way specialized strategies
as it will be proven beneficial for the business entity as well as for the consumers also.
Conclusion
After summing up the report it has been concluded that IMC is the approach which will be
considered as relevant for 3D Systems' Healthcare Technology Centre in developing an efficient
and most effective communication system. This communication system will aid in attaining new
customers and will also enable in enhancing the value of the existing one.

Advertising and Integrated Communication
References
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marketing communication perspective. McGraw-Hill Education.
Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Edsa. (2017). Advantages of direct selling, Retrieved from:. http://www.edsa.ee/en/direct-
selling/advantages-of-direct-selling/.
Entrepreneur. (2017). Unique selling proposition(USP). Retrieved from:
https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp.
Garvey, W. D. (2014). Communication: the essence of science: facilitating information exchange
among librarians, scientists, engineers and students. Elsevier.
Ginsburg, K. R., Kinsman, S. B., & American Academy of Pediatrics. (2017). Reaching Teens
Strength-Based Communication Strategies To Build Resilience and Support Healthy
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Kasper, G., & Kellerman, E. (2014). Communication strategies: Psycholinguistic and
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Knowthis. (2017), Advantages of personal selling, Retrieved from:
https://www.knowthis.com/personal-selling/advantages-of-personal-selling.
Kraidy, M. (2017). Hybridity, or the cultural logic of globalization. Temple University Press.
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Advertising and Integrated Communication
Percy, L. (2014). Strategic integrated marketing communications. Routledge.
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