Tools and Techniques for Integrated Marketing Communication

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

PROMOTIONAL MARKETING1
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.

PROMOTIONAL MARKETING2
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

PROMOTIONAL MARKETING3
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