Individual Integrated Marketing Communications Campaign Plan Report

Integrated marketing
communications campaign plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Marketing communication objectives.........................................................................................4
Marketing communication strategy.............................................................................................4
Creative strategy..........................................................................................................................6
Promotion mix and media selection ...........................................................................................6
Campaign implementation outcomes..........................................................................................8
Measure to campaign outcomes..................................................................................................8
Setting indicative campaign budget............................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Communication campaign plan is known as the short-term plan that is made for
generation of lead in market and for increasing sales and the main purpose is to manage its target
audience with its engagement and focus on marketing with the use of media (Blakeman, 2018)
This report is based on NEXT PLC, it is British multinational company that is retailer in
clothing, footwear and home products. The company was formed in 1864 by Joseph
Hepworth. This report covers making of communication plan and also framing of SMART
objectives. Moreover, it covers the marketing communications strategy as well as creative
strategy. This report also analyses contents of Gantt chart as well as measures the outcomes of
campaign. There is also indicative campaign budget being framed for understanding total amount
that has to be invested for achievement of the marketing communication campaign that leads to
success.

MAIN BODY
Marketing communication objectives
SMART objectives are the five goals that defines strategies for achieving of objectives.
These objectives are explained as follows in the context of NEXT PLC:
 Specific: NEXT PLC has its plans to increase its sales from 10% to 20% for ensuring
better growth in future.
 Measurable: These objectives are always measured by analysing all the previous sales
for finding the correct sales that are all analysed by NEXT PLC and its employees.
 Achievable: Customer needs are being identified and analysed in order to achieve these
for targeting a large number of customers to their brand so that they can contribute in the
great sales of the firm (Bruhn, and Schnebelen, 2017).
 Realistic: As the NEXT PLC plans for high sales, it offers various discounts and rewards
to their customers as they contribute in the increase the sales.
 Time frame: NEXT PLC will go through three-months communication campaign plan
for reaching all their predetermined sales.
Marketing communication strategy.
For analysing the communication strategy, STPD model is utilised and its full form is
Segmentation, targeting, differentiation and positioning. In context to NEXT PLC, these are
explained below:
Segmentation: It is the first step that is used in this marketing model (Chitty, and
Andrews, 2017). The main purpose of this is creation of different customer segments. NEXT
PLC segments all its customer on the certain basis like demographics as it covers all different
age groups of customers that buy NEXT PLC products and goods. For understanding this
demographics segmentation, VALS model is used and it is explained as follows:
The acronym for VALS is value, attitude and lifestyle. This model was developed in
1970s by Mitchell. This structural framework is being used and developed for keeping resources
and all consumer’s capacity that all accept the innovation and changes in market and in their
minds. There are different kinds of customers from which nine are main and they are innovators,
experiencers, thinkers, strivers, makers, survivors, believers, achievers. These are the customers