Assessment 2 individual integrated marketing communications campaign plan report

This report outlines an integrated marketing communications campaign plan for Colgate, including SMART objectives, STDP analysis, creative strategy, promotion mix and media selection, campaign implementation outcomes, and indicative campaign budget.

Marketing
communications
campaign plan report

Table of Contents
INTRODUCTION ..........................................................................................................................3
Marketing communication objectives.........................................................................................3
Marketing communication strategy.............................................................................................4
Creative strategy..........................................................................................................................5
Promotion mix and media selection ...........................................................................................5
Campaign implementation outcomes .........................................................................................6
Measure to campaign outcomes..................................................................................................7
Setting indicative campaign budget............................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Communication campaign plan is the short-term plan which is being generated to lead or
sales and it main purpose to engage its audience and which is typically has a content marketing
focus and the integrated schedule for media (Xu, Hao and Han, 2017). This respective report is
based on the Colgate, it is the American brand which is used for oral hygiene products that
includes toothbrushes, toothpaste and dental floss and mouthwashes. The company was formed
by Colgate-Palmolive company in 1873. This respective report will cover the purpose of making
communication plan and also frame the SMART objectives. Moreover, it will cover the
marketing communications strategy with the help of creative strategy. This also analyse the key
contents of Gantt chart and also measures the campaign outcomes and lastly, indicative
campaign budget is being framed to understand the overall amount to be invested for attaining
the successful marketing communication campaign.
Marketing communication objectives
SMART objectives are the five goals which outlines a strategy to reaching the any
objectives and in context to Colgate, these are explained as follows:
 Specific: Colgate is planning to increases its sales from 15% to 25% so that they can
ensures the better growth in the near future.
 Measurable: This respective objectives is being measured by analysing the previous
sales so that the exact sales can be analysed by Colgate and its employees.
 Achievable: In order to achieve this, customer needs is being identified so that large
group of customer can be targeted to their brand and contribute to the huge sales and
growth.
 Realistic: As the Colgate is planning to have higher sales and for this offers and discount
is being given to their customer so that they can contribute to increase the sales (Valos
and et. al., 2017).
 Time frame: Colgate will held the two-months communication campaign plan so that
they can reach to their desired sales.

Marketing communication strategy.
In order to analyse the the communication strategy, STDP model is being used which is
abbreviated as the Segmentation, targetting, differentiation and positioning. In context to
Colgate, these are given below:
Segmentation: It is the first step of marketing model and its main goal is to create the
certain customer segment and Colgate is segmenting its customer on the basis of demographics
as it cover all age group of customer to buy the Colgate. In order to understand the geo-
demograhics segmentation, VALS model is being used that is given below:
The acronym VALS is value, attitude and lifestyle is the model which is developed by
Mitchell in 1970s. This framework is being developed to keep the resources and the capacity of
the consumer to accept the innovation in their minds. There are basically nine type of consumer
as per this framework i.e., innovators, thinkers, believers, achievers, strivers, experiencers,
makers, survivors and these customer are being based on their value, attitudes ad lifestyle.
Colgate is segmenting its customer to target its customer on larger scale.
 Targetting: As the targeting is being done on the basis of size, profitability and the
reachability of the customers(Lukáč and Mihálik, 2018). Colgate is almost targeting to
every segment by giving the various products to each segment that helps in racing to the
large customer group. They are basically targeting middle class and lower class people.
 Differentiation: It is the strategy in which the Colgate is offering the unique product as
Colgate toothpaste is the only ones with this unique triclosan/ gantrez copolymer system.
They also having the fluoride so that it can protect the cavities and give long lasting fresh
breath protection.
 Positioning: It is defined as the creating the good rand image in the minds of customers
by which they can purchase the given product. People have started trusting Colgate that
help the to gain the trust of the customer.
Buyer persona
Buyer persona is the detailed description of someone who is representing the target
audience in the market. This respective persona is the frictional but basically based on the deep
research of the existing or the target audience. This might hear it called a customer persona or the
marketing persona. It is the plan which is related to the betterment of the company so that they

can rightly establish the plan in order to have the target customer and the market place. In
context to Colgate, the company make the individual persona so that they can understand the
trigger point of customer and the large audience and by which the large group of customer can be
attracted to the brand by which they can contribute to the higher sales and revenue in the large
market.
Point of parity(POP) are such elements which considered mandatory for the brand to be
considered a legitimate the competitors in its specific category and it sis the way in which the
given goods is being company, along with the competitors. It is the place where the company
need to be goods and the competitors is not necessarily better by which they can negate their
benefits and refocus the attention on the point of difference. Point of difference refers to the
factors of goods and services which establish the differentiation. It is the way in which the
products and services of the company is differ from its competitors. In context to Colgate is
laying in point of difference as they are offering differentiated good by which they are leading to
have the goods brand valuer and gaining the trust of the customers.
Moreover, Colgate is offering the Unique selling point in which they are offering the as
the number 1 toothpaste brand which is recommended by dentists as they are laying in point of
differences by which they are offering the unique goods in the target market.
Creative strategy
Colgate is continues to create dynamic and creative marketing campaigns by using the
effective media and educating their buyers with the help of brief and impactful advertisement.
They are having creative marketing campaign range from creative commercials, dynamic video
content which bring humor(Andrei and et. al., 2017). The Colgate is having the slogan ''It
Cleans Your Breath While It Cleans Your Teeth'' the code of conduct has guide the Colgate
people for over 30 years with the principles which shows the values and the set standards of the
ethical behaviour of Colgate. On the hand, the code continuously updated which ensures the
changing context to out business.
Promotion mix and media selection
Promotion mix is defined as the set of various marketing approaches which is being used
by the marketers to develop the effective promotional efforts by which they can reach to boarder
audience. In context to Colgate, various promotional-mix are given below:

 Advertising: It is the form of impersonal paid communication in which messages paid
for the those who send them and they are intended to inform or influence such people
who receive them and these are defined as the Advertising Association of UK. Colgate is
basically using positioning approach which is based on its competitors.
 Public relations: It is the practice of analysing the purpose of company and its
relationships within the society(Kim and Lee, 2020). Colgate is making trust among the
customer by which goods relations among the buyer and the company are being made.
 Sales promotion: It is the strategy in which a business uses a temporary campaigns or
the offer to increase the interest or can say the demand of their Colgate in the target
market by which they can reach to the large customer base.
Media selection is the finding the most cost effective media so that they can deliver the
desired number and the type of exposure to their target audience. In context to Colgate, there are
various types of media selection which are given below:
 Television advertising: It is also called as the television commercial, advert is the span
of the television programming which is being produced and paid for by an company so
that they convey the message promotion and leading to particular goods and services.
 Print and digital Publications: It prepares students for careers in the publishing
industry as in the field which require the exceptional skills in expository writing. This
also provide the theoretical background and the practical experience This helps the
Colgate to choose the best media by which they can have the appropriate sales
techniques in the market.
Campaign implementation outcomes
Gantt chart is commonly used in the project management and it is the best way of
showing activities which are displayed against the time. The first Gantt Chart was devised in the
mid 1890s by Karol Adamiecki(Bast, 2021). It is basically prepared to have the appropriate
accomplish of the given task and when there is the change in the activates, it is needed to make
amend in the Gantt Chart.

Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week 8
Situationa
l analysis
SMART
objectives
Strategies
Tactics
Action
plan
Controllin
g
Measure to campaign outcomes
In above questions the above Ghant chart is being made which is based on 2 month of
communication marketing campaign plan in which the key performance indicators is being made
on the weakly basis as the situational analysis is being done on which will take 2 week to
completed and after that the SMART objectives is being framed which will take one week to
complete the given task and then the strategies is being framed which will take the 2 weeks and
then action plan is being made which will take 1 week and after that the key performance
indicators is being used in order to understand the actual and the desired performance of the
marketing campaign of Colgate.
Setting indicative campaign budget
A budget is an estimation of the expenses and the revenue over a particular future period
of time and utilizes by the business and the individual. It is basically the financial plan for the
particular period of time basically it is known for the year to greatly enhances the success of the
any financial undertaking. In context to Colgate, the budget for conduct the marketing
communication campaign plan is given below:
Details Amount (£)
Content Creation 300

Social Advertising 600
Social engagement 200
Software tools 500
Promotion contexts 400
Total £ 2000

CONCLUSION
From the above report, it is being concluded that communication making campaign plan
is the format or the strategy which is being made to advertise their goods and services of the
company so that they can attracted to their brand and contribute to the higher sale and
profitability. Moreover, STDP analysis is being used in which the Colgate is segmenting its
customer on the basis of demographics as they are serving to all age group people by which they
can ensures the higher sales and profitability. Public relations, advertisement, televisions
marketing is being used in order to promote its products to the target audience and leads to have
huge growth and success in the target market.

REFERENCES
Books and Journals
Bast, J., 2021. Managing the Image. The Visual Communication Strategy of European Right-
Wing Populist Politicians on Instagram. Journal of Political Marketing, pp.1-30.
Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean customers'
coffee shop brand evaluations. Journal of Hospitality and Tourism Insights.
Andrei, A.G., and et. al., 2017. Word-of-mouth generation and brand communication strategy:
Findings from an experimental study explored with PLS-SEM. Industrial Management
& Data Systems.
Kusumasondjaja, S., 2018. The roles of message appeals and orientation on social media brand
communication effectiveness. Asia Pacific Journal of Marketing and Logistics.
Lukáč, M. and Mihálik, J., 2018. DATA ENVELOPMENT ANALYSIS–A KEY TO THE
MUSEUMS''SECRET CHAMBER'OF MARKETING?. Communication Today. 9(2).
pp.106-117.
Ozanne, L.K., Ballantine, P.W. and Mitchell, T., 2020. Investigating the Methods and
Effectiveness of Crisis Communication. Journal of Nonprofit & Public Sector
Marketing. 32(4). pp.379-405.
Valos, and et. al., 2017. Integrating social media within an integrated marketing communication
decision-making framework. Journal of Marketing Management. 33(17-18). pp.1522-
1558.
Xu, C., Hao, Q. and Han, G., 2017. Research on the marketing strategy of the new media age
based on AISAS model: A Case study of micro channel marketing. In Proceedings of
the Fourth International Forum on Decision Sciences (pp. 477-486). Springer,
Singapore.