JCU Marketing: Integrated Marketing Communication Plan for Freaker USA

This report presents an integrated marketing communication (IMC) plan for Freaker USA, a US-based retail company specializing in designed socks, aiming to expand into the Australian market. The report begins with an executive summary and table of contents, followed by a detailed situation analysis, including external factors such as political, economic, social, technological, legal, and environmental considerations specific to Australia. Internal analysis covers Freaker USA's strengths, weaknesses, opportunities, and threats. The report then identifies the target market, segmenting it geographically, demographically, behaviorally, and psychographically, focusing on the 15-25 age group. The report also discusses market positioning, determination of IMC objectives, creative strategies, and various IMC options, including advertising, sales promotion, social media, public relations, content development, event organization, search engine optimization, and guerrilla marketing. Recommendations for an IMC plan, along with monitoring and evaluation strategies, are provided, culminating in a conclusion and references. The report emphasizes the #beunique campaign as a key element in maximizing customer engagement and creating a sustainable impact.

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Executive summary
Freaker USA is a renowned US based retail company that is spherically popular for its designed
socks. The company is currently interested to expand its business in Australia. Therefore, the
integrated marketing communication strategies are discussed in the report that can help Freaker
USA to get strategic advantage in the competitive market. The potential target customers are
belonged to the age group of 15-25. Henceforth, a campaign is also set in the name of #beunique
that is not only help the organisation to maximise its customers but also provide sustainable
impact throughout the process. The IMC strategies are used as the guiding tools for the
organisation to have a better position in the market and meet the expectation of the potential
customers.

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Table of Contents
Introduction......................................................................................................................................3
Background of the company........................................................................................................3
Scope of the report.......................................................................................................................3
Outline of the report structure......................................................................................................3
Situation analysis.............................................................................................................................3
External analysis..........................................................................................................................3
Internal analysis...........................................................................................................................5
Identification of the target market...................................................................................................7
Market segmentation...................................................................................................................7
Target market...............................................................................................................................8
Market positioning.......................................................................................................................8
Determination of IMC objectives....................................................................................................9
Creative strategies............................................................................................................................9
Integrated marketing communication options...............................................................................11
Advertising................................................................................................................................11
Sales promotion.........................................................................................................................11
Social media...............................................................................................................................12
Public relation............................................................................................................................13
Content development.................................................................................................................13
Organising event........................................................................................................................14
Search engine optimisation........................................................................................................14
Guerrilla marketing....................................................................................................................15
Recommendations for IMC plan...................................................................................................15
Monitoring and evaluation of the program....................................................................................16
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................18
Appendix........................................................................................................................................23

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Introduction
Background of the company
Freaker USA is a quickly grew global company established in USA in the year of 2011,
currently located in Wilmington, North Carolina. Primarily the organisation provided high
quality beverages that are healthy and made dedicatedly for the American people. The purpose of
the organisation is to facilitate a better experience to the customers so that it will help to make a
unique brand value in the organisation. However, since 2015 there is a sharp change in the
organisation and Freaker USA started launch 100% American made socks. The campaign is
focused on a changing American Dream in jobs and entertainment (freakerusa.com., 2020). It is
important to note that the purpose of the organisation is to impact on 20,000 mile footprint with
$250K and 127 designs.
Scope of the report
The report tries to develop enough understanding of the integrated marketing
communication strategies and its resemblance in the current business practices. The magnanimity
of the present research tries to draw a link between the Freaker USA and the current marketing
and promotional strategies in the Australian market that can help to deliver a better market
capitalisation and get competitive edge. Therefore, the focal point of the report is set on the
integrated marketing and promotional strategies and its efficacy into the Australian market.
Outline of the report structure
The report, henceforth, is trying to focus on the situational analysis of Freaker USA and
the target market that the organisation must focus in order to set the marketing and promotional
strategies. Moreover, the report also discusses the integrated marketing communication option
and the recommendation for Freaker USA to get better experience and market capitalisation in
the market.

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Situation analysis
External analysis
Political
The political stability index in Australia is marked at .95 which means the country
witness a moderate level of political stability (Referred to Appendix). In addition to this, it is also
important to note that the Australian government is highly effective to make a stable
competitiveness among the companies. Therefore, it seems to be a great concern for Freaker
USA to have enough assistance from the government and willing to make a better relationship
with the government so that it can help the organisation to foster better market capitalisation.
According to the research of Kang, K., Burdon, S. and Mooney (2019) the Australian
government is very much aware of the fact that equality in business is pertinent for the growth of
the market. Therefore, it seems a great experience for Freaker USA to expand its market into the
Australian market.
Economic
Economic freedom and market flexibility are considered to be the most crucial
characteristics of the Australian market in order to maintain a good and better practice of
business. The economic growth in the Australian market is steady in compare to the other
developed market and it creates enough opportunity for the business companies to come and
bring foreign direct investment into the market (Ke, Jefferies & Davis, 2018). The healthy
business environment and the business orientation among the companies will lead to form a
stable growth in the economy. Therefore, it is very essential for Freaker USA to understand the
economic growth characteristics and formulate better strategies accordingly.
Social
As per the research of Gray, S., Harymawan and Nowland (2016) it can be argued that
the Australian society is highly concerned about the fashion an quality of products. In fact, the
pricing of the product is also identified as one of the pertinent characteristics that the Australian
people are persisted. In response to this, it is very much important for the fashion retail
companies to follow uniqueness in product line and provide quality products at a reasonable

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price. Diverse range of products will help the retail companies to have enough market
capitalisation and build a strong customer base who are loyal to the company.
Technological
The government endorsement over advanced technologies is also referred as an important
aspect in Australian business that the companies have to abide. It is important to note that the
government encourages the business companies to take enough efforts and investment in
technology implementation and bring an effective organisational practice in course of delivering
a strategic advantage (Prajogo, 2016). Moreover, use of cutting edge technologies is also helped
the business companies to provide quality of products and attract the customers effectively.
Henceforth, it seems quite important for the business organisation to deploy advanced
technologies in business.
Legal
There are certain legal constraints that the business companies have to follow while doing
business in Australia. In this regard, it can be stated that Australian Competition and Consumer
Commission (ACCC) puts focus on the anti-competitive action of all the business companies. It
helps the business companies to feel safe and secured in the Australian market (Cooper &
Spence,, 2020). Moreover, there is also product safety and standard measurement practice that
the Australian legislation is supported so that a profound monitoring and controlling process will
be designed for the benefit of establishing a good business environment. Henceforth, a
transparent business practice can be made through the legislative guidelines in Australia.
Environmental
The environmental consideration is also attached with healthy business practice in
business. In response to this, it can be stated that the Environment Protection Act of Australia put
immense pressure over the business companies to follow the norms of preventing the
environmental degradation (Colic-Peisker & Deng, 2019). In addition to this, pushing the
business companies to maintain strong and transparent CSR management is also part of the
environmental concern. In this regard, Freaker USA must take care of the measure and provide
enough focus on environmental sustainability measures. It is also associated with the reputation

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and brand image of the organisation that can help to build up a strong and successful market
capitalisation for Freaker USA.
Internal analysis
Strengths
There are some strengths that Freaker USA flows in the competitive market. For instance,
the organisation is highly focused on the quality of the product so that it can meet the
expectations of the customers. Moreover, it is also important to note that the organisation is also
emphasised on a strong and flexible organisational culture accompanied with the performance
improvement of the employees (Hodgson, Da Lim & Mi, 2018). There are specific measures and
reward and recognition strategies that Freaker USA follows in order to motivate the employees
and maintain the performance and quality of the employees. Henceforth, it will provide enough
opportunity for the organisation to establish its market effectively in the overseas.
Weaknesses
One of the major weaknesses that the organisation can get is related to the promotional
strategy. It is important to have a better promotional strategy once the organisation is setting foot
in the international market. In addition to this, Freaker USA is also facing problem regarding the
supply and distribution of the products. In a new market it is a serious threat for Freaker USA to
expand further. Moreover, problems in the pricing strategy can also provide enough obstacle for
Freaker USA to deliver a better market capitalisation in the international market.
Opportunities
There are still a number of opportunities that Freaker USA can get in order to expand its
market successfully in the Australian market. Intense focus on the quality is identified as one of
the most important aspects that can lead the organisation towards achieving an effective market
capitalisation. In addition to this, endorsement by the Australian government to implement
advanced technologies is also help Freaker USA to get competitive edge in the market. In fact,
the legislative guidelines in the Australian market are also help to get equal opportunities in the
Australian market.
Threats

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The potential threats can be identified as high competitiveness in the Australian market.
There are number of retail companies that are existed in Australia (Taylor & Taylor, 2017).
Therefore, it will be critical for Freaker USA to enter into the Australian market as a fresh
company. Moreover, the intensity of the government interference is also identified as very
critical for the organisation as it will create obstacle for the continuous development of Freaker
USA.
Identification of the target market
Market segmentation
Geographic
Both the urban and rural people are considered to be the potential customers of Freaker
USA because the organisation is trying to get attraction from larger audience in the Australian
market.
Demographic
Both male and female members are considered to be the target customers of Freaker USA
with the age preference from 15-35. The life cycle stage of the potentially target customers are
associated with the bachelor stage and the newly married couples. Moreover, it is important to
note that mostly the higher and middle earning people are identified as the target audience. The
occupation of those target audiences are ranged from professionals to students.
Behavioural
The degree of loyalty of the potentially target audience are identified as the hard core
with a high sense of achievement and belonging. It is important to note that the potential
customers are tried to put emphasis over the quality of the product and the level of pricing that
can influence the business orientation of the organisation. Therefore, a self-expression and sense
of belonging are identified as the potential characters of the target customers.
Psychographic

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High quality
Low price
Low quality
High price
Both the middle and upper class people are identified as the potential target customers of
Freaker USA. Moreover, they are determined in nature with a lifestyle trend of aspirer and
explorer so that they are always aspired to get the quality product in low price.
Target market
The primary market ofFreaker USA is focused on the customers from the age of 15 to 25
irrespective of gender preference. Therefore, the focus of Freaker USA will be focused on the
middle class people with not so high earning facility. However, they are loyal to the organisation
due to the quality of the product and the effective pricing which will create a strong customer
base. In response to this, it can also be stated that the primary customers are highly aspirer and
they are very particular regarding the belongings. It means the sense of choosing a product is
very important for the customers and it will definitely considered to be an advantage for Freaker
USA to expand its business in the Australian market.
Market positioning
The purpose of the market positioning is to identify the position of the organisation in
contrast to its competitors so that it can bring a core understanding of the market situation and
the opportunity in the competitive market. From the point of view of the market positioning, it

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can be stated that Freaker USA has a strategic position in the competitive market of Australia in
terms of quality and price. There are two leading competitors of Freaker USA in the Australian
market in the name of Compuknit Hosiery and Belvedere Hosiery. It is important to note that
both the companies enjoys wholesale market in Australia and reputed with enough market
capitalisation. However, in compare to the rival companies, Freaker USA will get a more
competitive edge in the Australian market. It is important to note that the organisation offers
more quality products with considerably low price in compare to Compuknit Hosiery. The
quality is also better than the organisation. On the other hand, Belvedere Hosiery enjoys lower
price than Freaker USA but the quality of the product is pertinent for survive in the competitive
market. In this regard, Freaker USA has the benefit to have both product quality and the ability
to influence the Australian market.
Determination of IMC objectives
Factors Objectives
Specific To develop a social media and content marketing for not more than 3 months
Measurable To increase the number of customers up to 3% within the next financial year
Attainable To develop a social media marketing and communication strategy
Rational To create a strong brand value in the competitive retail market of Australia
Time frame To complete the entire planwithin a year.
Creative strategies
“Be unique among your pals with Freakers!”
The slogan of the new campaign is trying to project a clear perception regarding brand
creation and create a customer base which is highly concerned about their choice of socks. It is
important to note that the organisation is trying to create a unique customer base who are very
much fond of designed socks and fashion conscious. The slogan has a deep message to the young
generation to have a unique choice and be different so that it will help to make them confident
and attractive. From the research of Chhabra (2017) it can be stated that the purpose of the
promotional strategies has to have a deep impact over the customers so that they will get

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convinced to purchase the product effectively. It is important to note that promotion must
facilitate a positive but deep impact over the people so that they will get moved to purchase the
product (Lempert & Glantz, 2019). In response to this, Freaker USA is also designed the
campaign slogan in such a way that it will convince the customers effectively. The brand image
is also reflected within the slogan that the organisation offers unique products to the customers.
Therefore, the product offering is resembled with the psychology of the customers to make them
confident enough with the unique product. It is considered to be an effective initiative for
Freaker USA to have a strong customer base and bring efficacy to the success of the
organisation.
In association with this, Freaker USA also starts to initiate a social campaign with
#beunique. The purpose of this campaign is to create a strong message to the society that
everyone has a unique image and it has to be respected. The campaign successfully tries to make
an impact in the social stereotypes and educate people to respect individuality. This has a great
deal of importance on the backdrop of school, college and workplace bullying and at the same
time help the parents to understand the value of their children by recognising their unique ideas
and vision (Pizarro Milian, 2017). In response to this, it can be stated that there is huge
opportunity and importance that Freaker USA should follow in order to bring efficacy to the
organisational practice and influence people to create a brand image in course of advocating a
social message. According to the research of Chong et al. (2017) it can be stated that the role of
the social campaign is to not only create a strong customer base but also guide the people to the
right direction of progress. It is also identified by Sowers et al. (2019) as a sustainable approach
that can bring efficacy to the organisational practice. The sustainable measure of an organisation
can also be facilitated through the use of social campaign that can help to gather a number of
supporters and able to move the society positively so that they will get acknowledged with the
social practice.
In response to this, Kim et al. (2016) opined that youth are considered to be the most
promising target group for any business organisation in order to gain strategic advantage. In
response to this, the business companies are always tried to put influence over the young
generation and bring them into the fold of primary customer base. Indeed, the report of Al Muala
(2019)also corroborated the fact the young generation has more capabilities that the rests to