Marketing Communication for USQ: IMC Mix and Media Planning

Running head: MARKETING COMMUNICATION
Marketing communication

MARKETING COMMUNICATION 2
Executive Summary
The main aim of this research is to make the communication plan for endorsing the campaign of
USQ. This report would emphasize on integrated marketing communication initiatives to
accomplish the aim and objectives of USQ. The key purpose of the IMX plan is to provide a
feasible way by which USQ can interact with domestic and international customers. With the
purpose of globalization in the business phenomenon, functionalities of both multinationals and
locals have been transformed in a different way. Primarily, USQ were used traditional mode of
promotion, however, in the current scenario, it uses the contemporary method of advertisements
such as digital channels and IMC mix. USQ is one of the renowned educational services that
provide educational services to both local and international students. This report will focus on
IMC plan that would be a combination of different channels which could help to accomplish the
main aim and objectives.

MARKETING COMMUNICATION 3
Table of Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Marketing communication objectives and budgeting..................................................................................4
Develop message strategies.........................................................................................................................5
IMC Mix......................................................................................................................................................6
Integrated Marketing Communication Strategy Mix...................................................................................6
Advertising..............................................................................................................................................7
Personal Selling.......................................................................................................................................8
Sales Promotion.......................................................................................................................................8
Public relations........................................................................................................................................9
Direct marketing....................................................................................................................................10
Event sponsorship..................................................................................................................................10
Media planning, objectives and analysis....................................................................................................11
Non-traditional mediums.......................................................................................................................12
Social media......................................................................................................................................12
Email marketing................................................................................................................................13
Website promotion............................................................................................................................13
Traditional Mediums.............................................................................................................................14
Television and radio..........................................................................................................................15
Newspaper, magazine, and pamphlets...............................................................................................16
Billboards..........................................................................................................................................16
Recommendations and Conclusion............................................................................................................17
Mock-ups /illustrations..............................................................................................................................17
References.................................................................................................................................................19

MARKETING COMMUNICATION 4
Introduction
This report will present the marketing communication objective and budgeting that would be
used to in promoting the campaign of USQ. It will also explain the IMC Mix elements and also
describes the media mix elements that would be used to endorse the campaign of USQ.
Marketing communication objectives and budgeting
Following are smart objectives for this campaign:
S (specific): To offer the right message and facts to the parents and creates interest among them
with regards to differentiation of product from its key market players
M (measurable) - To target the right set of audiences by keeping them well-informed regarding
the educational services offered by the University of Southern Queensland
A (Achievable) – To attain high communication standard via advertising, promotions and other
direct marketing strategies
R (Relevant) – To enhance the word of mouth promotion by enabling the effective
communication procedure and persuades the behavior of the targeted audience for remaining
engaged with the company
T (Time-bound) - To cover 85% of targeted customers in both domestic with an international
segment of the market in the upcoming 5 years
Platforms Reach Frequency/Continuity Budget
Event Marketing
(Sponsorship)
Arrive to about 50 to
60%
5 Events in 6 months $100,000
Newspaper About 15 Million
People
Twice in Week
(Sunday & Friday)
About A$8000 Per
day, approx. 17000
in a month and A$