Tools and Techniques for Integrated Marketing Communication

Running head: PROMOTIONAL MARKETING
PROMOTIONAL MARKETING
Name of the Student
Name of the University
Author Note

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Executive Summary
The report presented here has analysed two separate campaigns where both the campaigns have
applies certain integrated marketing communications tools for attaining desired objectives of
marketing and communications. Both the integrated marketing communication campaigns will
be introduced and reasons for choosing them will be stated. The campaigns selected for this
purpose are Symbio Wildlife Park Social Media campaign and McCann Melbourne for Metro
Trains campaign. In addition to this, the points to be discussed in this report are the target
audience, the marketing objectives as well as appropriate examples for both. Other
communication objectives including image building, awareness, consumer engagement and
direct response will be also discussed in detail. Moreover, the similarities and differences of the
both the marketing communications campaigns will be analysed in this report. The report will be
concluded with recommendations and suggestions for further improvement of the campaigns
followed by selection of the better among the two with appropriate reasons.

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Table of Contents
Introduction......................................................................................................................................4
Campaign 1......................................................................................................................................4
Summary of the Campaign..........................................................................................................4
Selection for choosing this Campaign.........................................................................................4
Target Audience and Marketing Objectives................................................................................5
Communication Objectives.........................................................................................................5
Campaign Idea.............................................................................................................................5
Usage of IMC Tools....................................................................................................................6
Campaign 2......................................................................................................................................6
Summary of the Campaign..........................................................................................................6
Selection for choosing this Campaign.........................................................................................6
Target Audience and Marketing Objectives................................................................................6
Communication Objectives.........................................................................................................6
Campaign Idea.............................................................................................................................7
Usage of IMC Tools....................................................................................................................7
Similarities and Differences............................................................................................................7
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
The objective of this report is to analyse two different social media campaigns which
have taken help of integrated marketing communications tools in order to achieve marketing as
well as communications objectives. Introduction of two integrated marketing communication
campaigns will be done along with the reason for choosing these two campaigns. The two
campaigns selected are Symbio Wildlife Park Social Media campaign and McCann Melbourne
for Metro Trains campaign. The target audience if both the campaign will be described along
with the marketing objectives of the campaign, which will involve examples like increasing the
volume of sales or market share within 12 months. Communication objectives like awareness,
image building, direct response and consumer engagement will also be described from the
viewpoint of the campaigns selected. The campaign idea along with usage of some of the
integrated marketing communications tools to convey the idea of the campaigns will also be
discussed in this report. The similarities as well as the differences of the two integrated
marketing communications campaigns will be described in this paper as well. Recommendations
will also be provided at the end of this paper where steps will be discussed to improve the
selected media campaigns, along with selection of the better campaign along with the reasoning
for selecting that particular campaign.
Campaign 1
Summary of the Campaign
Symbio Wildlife Park is family run zoo which has been successful for excelling in
marketing and is celebrating at the Australian Marketing Institute Awards held at Sydney. The
zoo received the National Content Marketing Award for their campaign on “Meet our Family”
which was viewed by around a hundred million people. Kevin Fallon was acknowledged by the
general manager of Symbio, Matt Radnidge, as the driving force who highlighted the team’s hard
work at the zoo and helped to expose it to the mass. Social media was used efficiently and very
effectively in showing that though small, how different the Helensburgh zoo was in standing out
from the rest. It did receive a global significance and was also recognized by an Australian
tourism organization as providing the most organic publicity. There are above hundred million

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browsers who views the updates posted by Symbio. Globally the viewers of their posts accounts
to be in the billions. Around three series and twenty videos of the wildlife park have become
viral which has also resulted in 30 percent increase of tourist visits in last few months. The
videos shot by Mr Fallon were shot by a DSLR and he has invested twenty thousand dollars for
rapid and high-quality production. He never failed to acknowledge the effort of the entire team
and their commitment towards this success (illawarramercury.com.au 2020).
Selection for choosing this Campaign
This campaign has been selected to describe the importance of the park to the travellers,
so that more tourists can visit this place. It can be noted in this context that tourism is one of the
major business sector among all other sectors that prevails in the region of Australia. Symbio
National Park was opened in the year 1975 and is situated in in Helensburgh, New South Wales,
Australia. This social media campaign that has been performed by the family who owns this zoo
in different social media platforms where they are present has successfully increase the number
of footfalls in the zoo. They have their presence in Facebook, Twitter and Instagram, where they
have campaigned using content marketing for their “Meet Our Family” campaign, which
involves various animals and reptiles as their family members (symbiozoo.com.au 2020).
Target Audience and Marketing Objectives
The target audience for this social media campaign are the local tourists as well as the
international tourists who come to visit different places of Australia. It can be noted that more
than 100 million unique browsers, whereas the total amount would have been more than a billion
across the world has seen this social media campaign which resulted in increase in the number of
footfalls in the small family-owned zoo and receiving the Marketing Excellence Award in
Sydney in the year 2016. The family who runs the zoo has successfully met their marketing
objective, which is to increase the number of visitors so that proper care can be taken by them to
the animals who are present in that zoo. As it is a family owned zoo, there are no separate
entities who will invest to make the zoo more popular.
Communication Objectives
The communication objectives has also been successfully met by them, which is to
engage more people with the animals along with making the awareness about the animals,
specially the Koala, Eastern Grey Kangaroo, Red Panda and Ring Tailed Lemurs, which are
getting endangered species.

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Campaign Idea
The campaign idea is directly linked with the marketing and communication objective,
which is to increase the footfall from across the world as well as to make the people aware about
safeguarding the species of animals that are present in the zoo. This will help to safeguard the
endangered species along with the other animals present (Naeem, Bilal and Naz 2013).
Usage of IMC Tools
Social media marketing has been used here as the only integrated marketing
communication tool in this campaign, which is known as “Meet Our Family”. Usage of content
marketing has been used here, for which the family won the award at the Australian marketing
Institute Awards for the content used by them. It can be stated that content marketing is the only
thing that has been used in all the 3 social media platforms used by the family who runs this zoo.
It can be stated that the advancement of technology has been fully utilised by this family as
usage of smartphones along with the social media platforms are getting increased day by day and
this is the area where the has focused to increase the footfall along with the awareness (Mihaela
2015).
Campaign 2
Summary of the Campaign
A safety campaign was launched by the Metro Trains Melbourne in the year 2012. It
intended to diminish the number of fatal and serious accidents occurring in the railway networks.
The campaign was created by McCann, Melbourne and it was led by a new music video named
“Dumb Ways to Die”. The attractive tune of the song was designed in a way which could readily
showcase the reality behind most of the accidents happening in the railways. The title was
appropriate for the video which displayed that such accidents are totally avoidable and would
have never taken place if people refrain themselves from doing such dumb actions. The song as
well as the video was made available to the target audience through multiple media. People could
download them from the website DumbWaysToDie.com or through the iTunes store. The song
and video also appeared on Tumblr and in the press via Nova radio promotion. This campaign
has been recognized as the most awarded one in the Cannes Lion’s history. It was acknowledged
at almost all award shows globally and has a record of getting nominated nine times at the
D&AD.

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Selection for choosing this Campaign
The selection for choosing this campaign is to spread the awareness to reduce the number
of fatal and serious accidents in the metro rail network. The campaign was called “Dumb Ways
to Die”, which was a safety campaign launched by Metro trains Melbourne. Music video and
catchy tunes are used to make aware about the train accidents that happens mainly due to
dumbness of the people.
Target Audience and Marketing Objectives
The target audience is mainly the daily commuters who uses the Melbourne Metro to go
from one place to the other. The marketing objective in this social media campaign is to increase
the safe footfall who will use this particular mode of communication in the city of Melbourne,
which is one of the most popular mode of communication in this Australian city. Metro helps to
take the commuters to move wherever across the city, with the help of 15 lines, 222 stations and
services each week and whenever a person wants to go. It possess 226 six carriage trains across
998 kilometres of track and helps to transport 450,000 customers each day. The social platform
of Twitter and Tumblr are used to spread this campaign. This media campaign was also the all-
time most awarded campaign in the history of Cannes Lion.
Communication Objectives
Like the previous campaign, the main idea of the Metro Authority was to aware the
commuters to take necessary steps in order to decrease the number of fatal and serious accidents
in the metro rail network. It has been already discussed that 450,000 commuters daily travel
through the network that is possessed by the Metro Authority of the city of Melbourne. Image
building is also another communication objective that was followed by the Metro Authority, who
wanted to possess a positive image in the minds of the people who uses this particular mode of
communication but safely (Authority et al 2016).
Campaign Idea
The overall campaign idea was initiated by a music video and song which was made
available to the target audience through multiple media. People could download them from the
website DumbWaysToDie.com or through the iTunes store. The song and video also appeared
on Tumblr and in the press via Nova radio promotion. It was also promoted throughout the
network of Metro Trains (campaignbrief.com 2020).
Usage of IMC Tools

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Like the first campaign, social media was used as the platform to spread this campaign of
“Dumb Ways to Die”. Apart from the social media, which is Tumblr, public relation was also
used as another integrated marketing communication tool to spread this media campaign to most
number of people possible. Press releases were used under this tool. Advertising was also used as
an added integrated marketing communication tool, where Nova radio was used as the promoting
tool (metrotrains.com.au 2020).
Similarities and Differences
While comparing these two campaigns namely, “meet our family” by the Symbio
Wildlife Park, Sydney and “Dumb Ways to Die” by McCann, Melbourne it can be stated that
both the campaigns have made a wise and efficient use of the social media. They have thrived to
reach their target audience and is successful in doing so as they have captured millions of
viewers and browsers on the web platform. Moreover, both the campaigns have worked as a
team in ensuring the success of the same. Now coming to the differences, the first one to be
stated is that the Symbio campaign was oriented for the welfare of various kinds of animals,
specifically found in Australia, such as koala bears, kangaroos, and red pandas and so on. On the
other hand, the McCann developed a campaign to spread awareness on the accidents caused by
railways. While in Symbio, they recorded the videos of these wild animals and their daily
activities with the help of high definition professional cameras and also invested thousands of
dollars on expensive equipment to produce the best quality videos, McCann developed a musical
video with the help of animation and cartoon characters to show how people attempt dumb ways
to end their lives. From the point of content, Symbio leads McCann as the former has developed
a wide range of videos and even web series which have become hugely popular, while the later
has created only one musical video for their campaign. But in terms of awards and nominations,
McCann is far ahead of Symbio where McCann has achieved several awards at global platforms
while Symbio has been awarded and recognized nationally for their campaign.
Recommendations
The first and foremost recommendation that will be discussed for the second media
campaign is the usage of other social media platforms of Facebook, Twitter and Instagram,
through which more number would have been engaged with this campaign (Todorova 2015).
They only used Tumblr as the only social media platform, thus missing a larger section of

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audience who do not use Tumblr but uses one of the above mentioned social media platform.
Metro Authority may have opened official accounts in these three social media platforms in
order to aware the commuters. They also could have used YouTube, which is the second most
popular social media platform in the region of Australia after Facebook (civicwebmedia.com.au
2019).
The first social media campaign, on the other hand, have taken the benefits of these three
social media platforms. It can be noted that Facebook and Instagram are among the top three
most popular social media platforms in Australia. But they also could have used YouTube and
have posted a video of the zoo to attract the people. Moreover, other integrated marketing
communication tool like radio, television and newspaper could have been used by the family to
spread the message to the people who do not use or follow any kind of social media platforms
(Kellezi 2014).
Conclusion
From the above discussion, it can be said that the first campaign has been selected as the
favourite one, as it involves some of the endangered species of animals in this campaign. In the
second campaign, it has been stated that most of the accidents occurs due to the dumbness of the
commuters. But Symbio Wildlife Park is a family run zoo and it need more footfall to earn a
healthy amount of money, which can be used to safeguard the animals present there. This spread
a more meaningful message by using the integrated marketing communication tool of social
media platforms.

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References
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I.I.A., Authority, M.M.M.R., Act, P.E. and Act, R.M., 2016. Melbourne Metro Rail
Project. Environment Effects Statement.
Campaignbrief.com. 2020. Australian Campaigns Of The Decade: Metro Trains ‘Dumb Ways
To Die’ (2012) Via Mccann Melbourne – Campaign Brief. [online] Available at:
<https://campaignbrief.com/australian-campaigns-of-the-decade-metro-trains-dumb-ways-to-die-
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Civic Web Media. 2020. Australia's Most Popular Social Media Sites 2019. [online] Available
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[Accessed 23 March 2020].
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Symbiozoo.com.au. 2020. Home - Symbio Wildlife Parksymbio Wildlife Park. [online] Available
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