IMC in the Digital Age

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1 - Campaign Plan..........................................................................................................1
Problem Statement..................................................................................................................1
Target Audience for the Campaign........................................................................................2
Campaign Objective...............................................................................................................3
SECTION 2: Campaign Creative.....................................................................................................3
Advertisement: Mock Up Ad.................................................................................................3
Ad effectiveness.....................................................................................................................5
SECTION 3 Campaign Launch.......................................................................................................5
Traditional Tools for Campaign Launch................................................................................5
Digital Tools for Campaign Launch.......................................................................................6
Media Planning.......................................................................................................................8
Measuring Success.................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Integrated Marketing Communication is basically a approach which is usually used by the
companies for the purpose to coordinate and brand their communication skills. In context to
organisation, the primary idea behind using IMC strategy is to create the various types of
customers across the different marketing mix and aspects. The organisation’s messaging and core
image are reinforced as various marketing communication channel basically works together. In
this report, the organisation chosen is Transit Southwest. The company is basically a
Warrnambool Bus Lines. In this report, the organisation is basically focusing on creating a
marketing campaign design for the purpose to promote their new hydrogen busses which will
soon be the part of the public transport system in the warrnambhool community. For the purpose
to aware consumers regarding the new hydrogen buses, the company will be carrying out the
IMC Campaign which will further comprise the specific objectives or goals in relation to the
organisation current marketing problems with the help of developing an IMC campaign which
will help in addressing these objectives. In addition to that, it will involve a mock up ad with the
entire campaign plan which will involve the tools, media planning and marketing mix.
SECTION 1 - Campaign Plan
Problem Statement
In reference to organisation, the company is seeking to ensure that the bus users and the
community are well aware of the launch of the new hydrogen bus and wants that the audience
feel much more excited about this transition. In addition to that, the members of the organisation
must see these new technologies as reliable, safe and should feel positive in relation to their
community being leaders for this energy transition. In context to Transit Southwest, the
organisation is more specifically the Warrnambool Bus Lines who have a longstanding
connection to the Warrnambool Community. In context to the organisation, their main objective
is to become more socially responsible transition towards the cleaner and greener energy sources.
In addition to that, for the organization, innovation plays a very significant role in maintaining
the long term outlook according to what best suits to the community ( Rishi and Kuthuru, 2021).
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In context to aim of the organization, in the current only 0.7% of the residents in the Warrnabool
commute to work by public bus. The majority drive via car with the other options such as
cycling, walking and being passenger. In addition to that, these data do not involve community to
education or school and does not provide any kinds of insights into the ridership for the non-
commute reasons. In context to organisation, the major reason behind developing and creating
the campaign is to increase the ridership among the various residents in the community. In
order to fulfil this aim and objective, it is very important for the organisation to analyse its
trends, industry factors and competitors. In addition to that, it is very important to use the
advancements and technological changes that will help the organisation is understanding the
problem in a better manner ( Carty and Reynoso Barron, 2019).
Target Audience for the Campaign
Target Market is basically a group of the potential customers that are being identified for
the purpose to sell the services or products to. In reference to target market, each group can be
divided among small segments. In context to potential campaign target market, it is basically
divided into three categories which is geo demographics, behaviour and Psychographics. In
reference to Geo-demographics it basically ranges from 15-25 with the limited disposable
income( Tuten, 2019).In context to Psychographics, it basically comprises of the values,
students, technologically literate, values which further involves security, universalism,
benevolence and AIO which further is divided into independence, sustainability and education.
In context to Behaviour, it comprises of the purchase occasion which involves regular users. In
context to alternate potential campaign target market, it basically comprises of the Geo
demographics which is categorised into an age range of 23-60 with budgeted income and
families and workers. In context to Psychographics, it comprises of the Family, values which is
further divided into security, universalism and benevolence and AIO which comprises of the
reliability, sustainability and community. In addition to that it comprises of the regular users,
purchase occasion and occasional users.
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