MKT103A - Integrated Marketing Communications Report: Campaign Plan

This report presents an integrated marketing communications (IMC) campaign plan for 'Dinner on the Table,' a local food delivery service in Sydney and New South Wales. The report begins with an introduction to the business, its founding, and its aim to provide delicious and nutritional food. It identifies the target audience as individuals with disabilities, those who lack time for cooking, health-conscious people, and those who enjoy entertaining. The report details the profile of the target audience, considering factors like age, health needs, and lifestyle. It then explores the use of internet marketing tools, focusing on social media and graphic design to develop a campaign that includes coupons, engaging videos, and order delivery options on social media. The campaign outline covers social media page creation, content updates, and a budget allocation of $15,000 over 90 days, including costs for social media tools, professional marketers, and promotional activities. The report concludes with an evaluation strategy, emphasizing the use of analytics and metrics to measure the campaign's performance, track goals, and make necessary adjustments to improve its effectiveness. References are also included.

Running Head: MKT103A – INTEGRATED MARKETING COMMUNICATIONS
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Title: MKT103A – Integrated Marketing Communications
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Introduction
Dinner on the Table is a small scale local food delivery service located in Sydney and New
South Wales. The company was founded by Rachel in 2014 due to her passion for cooking
and eating delicious food. The small business prepares a wide variety of foods for the
customers to choose from their website and order it using online methods for cash on delivery
and deliver the food as soon as possible. The main aim of the company is to help people with
disability to get deliciously cooked and nutritional food which ranges in different sizes to
meet the requirements of small and large families (Liesionis, 2016). In this report, the
presentation will be made on the Dinner on the Table business where their target audience
will be identified along with the main objectives of the business to develop a promotional
campaign. The study will also utilise some of the most appropriate internet marketing tools to
help develop and promote the campaign over various channels and increase their chances of
success.
Target audience
Dinner on the Table cooks and delivers delicious family-style meals made from scratch to the
people who have trouble in preparing home-cooked meals due to various reasons such as a
disability or lack of skills in preparing meals (Liesionis, 2016). The company also targets
people who live on rent and don't have time to prepare food for them self and tend to eat
outside. The company offers them Wholesome and healthy food which are prepared from
high-quality raw materials and vegetables in every nutritional environment. The company
also changes its menu every week to make the target audience continuously engaged with the
business offerings. Apart from that, Dinner on the Table also serves people who enjoys party
and just don't enough hands to prepare a large amount of delicious and quality food. Another

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major segment of the customers are people who are health-centric and only want to eat
quality and hygienic food. The company utilizes fresh vegetables from the local farmer in
Wilberforce and all of their non-vegetarian materials such as lamp, beef, pork, etc. come
directly from the Chop Artisan Butchery, which is well known for their cleanliness and
hygiene maintenance. As for the chickens, the company bring them from the KB chickens,
which ensures that only the highest of quality material are used for preparing the meals for
their customers.
Profile of the target audience
The profile of their latest target audience would include people of all ages including children
and senior citizens, health patients, disable people, etc living in the area of New South Wales.
Main reason why health patients can also be the target audience for the business is because
health patients are required to eat balanced and hygienic meal, which Dinner on the Table can
easily serve due to their easy customizable options on order, the hygienic practices used by
the kitchen staff, choosing fresh vegetables and high-quality raw materials for preparing food
and exceptional packaging of the food for better and secure delivery (Gunasekaran, 2006).
The company makes sure that anyone wants to have a home-cooked meal can easily obtain it
through their expertise (Gunasekaran, 2006). The lifestyle of the target audience will be
relatively better having a good income in the family who can afford high quality and health
centred food. The company also targets people who want to lose their weight as the company
can deliver delicious and healthy meals with as little quantity of carbs and fats as possible
(Murphy et al, 1996). They have all sorts of culinary items including vegetable salads, fish
meals, chicken meals, etc which can prove to be a great source of protein and nutrition and

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will also help customers to lose their weight by consuming fewer calories in the same
quantity of food.
Internet marketing tools to be used for developing a campaign
There are various internet marketing tools Dinner on the Table business organisation can
utilise to attract their target audience and improve their sales and performance. This includes
using email marketing, content marketing, graphic design and visual content, SEO marketing,
social media marketing, etc (Barutçu, 2007). However, the most appropriate IMC tools for
the company for developing their marketing campaign would be social media and graphic
design and visual content. This is mainly because social media will help the business venture
to reach the local customers easily and help them to manage their community along with
reaching out to local influencers (Gallaugher, 2010). Apart from that, graphic design and
visual content will help the company to easily attract their target audience by imparting the
knowledge about the qualities and characteristics of their meals and how they can benefit it
from its consumption. It has been studied that social media content with graphic design helps
in achieving a better response from the community as compared to just text or video.
Campaign outline
The social media campaign will consist of the creation of social media business pages on
various platforms such as Facebook, LinkedIn, Twitter and Instagram and regularly updating
the content of the web pages using creative ways (Gunasekaran, 2006).
Coupons: Instead of just using pictures of food along with the restaurant, Dinner on the Table
business should also provide coupons and discounts for the customers which can prove to be

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a great way to attract customers online (Lerer et al, 2002). It is a fact that people always look
for the cheapest deal and if the company give them just that using coupons, it will encourage
the target audience to make a purchase and not go to the competitors.
Video: The Company should also post high-quality images mix-in videos which are engaging
to watch and encourage the audience through the creative ways of showcasing the food
(Hays, 2013). It is important that the video should be less than 5 minutes and still delivers the
characteristics of the food prepared by Dinner on the Table such as its hygienic level, cost or
deliciousness (Pope, 2003). The major achievement of the restaurant and its team members
can also be showcased in the video.
Order delivery on social media: The restaurant can also make the ordering of the food
available on social media platforms such as Facebook and Twitter which will increase the
sales from the audience who mainly spent time on such platforms. It is a very unique way to
engage with the target audience (Barutçu, 2007).
Word of mouth marketing: Social media campaign can also help Dinner on the Table to get
feedback from its target audience to better understand their needs and requirements and fulfil
them to increase their satisfaction level (Barutçu, 2007).
Share customers review: One of the best ways to achieve success through social media
campaign is by sharing the images and reviews of customers to thank for their reviews make
them loyal to the business for a long time.

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Timeline activities
Budget
The entire budget for the development and implementation of a social media campaign for 90
days will be around $15000 (Rowe et al, 2018). Out of the entire budget, at least $1000 will
be spent on designing and preparing social media pages for Dinner on the Table restaurant.
After that, $3000 will be used for purchasing necessary tools and equipment for developing
social media videos and marketing such as PostPlanner, HootSuite, Sendible, etc. All of these
tools are highly suitable in scheduling Facebook and Twitter posts along with developing and
editing short videos for social media platforms (Housholder, 2015). The hiring of
professional social media marketers will also take at least $2000 along with $5000 for their

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payment for the next 90 days of running the campaign. $2000 can also be used for or
promotional activities such as offering coupons and discounts and giving freebies for the
regular customers and $2,000 can be used for developing a social media order placement
platform which will help the customers to order food from social media accounts instead of
their official website.
Evaluation of the campaign
In order to measure the performance of the social media campaign, the company can use
ongoing analytics and campaign focus metrics which are highly effective ways to find out
whether the campaign is running successfully or not. For example, it is necessary to
determine the goals of the social media campaign and every week, find out whether those
goals have been met or not (Fenwick et al, 2009). Dinner on the Table can also use metric
measurement tools to find about the awareness and engagement level of the social media
campaign and whether it is achieving success in driving traffic to the website. It is also
significant to use social media channels and an analytical system to find out the performance
of the campaign in real-time. For example, social analytics tools can be used to access its
which are older and understand their effectiveness which will be cost-effective and provide
better insights to the management about its productivity (Fenwick et al, 2009). At last,
continuously monitoring and reporting the performance of the campaign will help in the
better evaluation and determine if the Benchmarks set for the campaign are being met.
Representing all the information in a graphical and tabular way will help in better
understanding of its performance. And in case the social media campaign is not working as
expected, necessary adjustment and changes need to be made based on the areas that require
improvement.

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References
Fenwick, D., Daim, T. U., & Gerdsri, N. (2009). Value Driven Technology Road Mapping
(VTRM) process integrating decision making and marketing tools: Case of
Internet security technologies. Technological Forecasting and Social
Change, 76(8), 1055-1077.
Liesionis, V., Kisieliauskas, J., & Ališauskas, R. (2016). Impact of Online Marketing Tools
on Retail Sales. Organizational Management: Systematic Research, 2016, no. 75,
p. 83-95 .
Gunasekaran, A., Putnik, G. D., Eid, R., Trueman, M., & Ahmed, A. M. (2006). B2B
international internet marketing. Benchmarking: An International Journal.
Lerer, L. (2002). Pharmaceutical marketing segmentation in the age of the Internet. Journal
of Medical Marketing, 2(2), 159-166.
Pope, N., & Winzar, H. (2003). Strategic Internet Marketing. European Journal of
Marketing.
Barutçu, S. (2007). Attitudes towards mobile marketing tools: A study of Turkish
consumers. Journal of Targeting, Measurement and Analysis for
Marketing, 16(1), 26-38.
Rowe, A. D., & Pitfield, D. E. (2018). The challenge facing existing airport campaign groups
when incorporating social media into their campaign: A social network analysis
of Airport Watch’s social media utilisation. Geoforum, 96, 236-247.
Housholder, E., & LaMarre, H. L. (2015). Political social media engagement: Comparing
campaign goals with voter behavior. Public Relations Review, 41(1), 138-140.

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