Integrated Marketing Communication Plan for Tee-shirty Brand

This report presents an integrated marketing communication plan for the Tee-shirty brand, designed to build brand awareness and increase sales by attracting visitors to the company's website. The plan focuses on communicating a message to influence customer decisions and generate interest in the brand's products and services. The target audience comprises individuals aged 18-34 in major Australian cities, known for their adventurous and environmentally conscious values. The product analysis highlights the brand's sustainable T-shirts and ethical practices. The selected marketing channels include social media platforms like Facebook, Instagram, and WhatsApp, alongside out-of-home advertising such as billboards and pamphlets. The budget outlines the allocation for each media vehicle over three years. The report also addresses legal and ethical constraints relevant to the marketing strategy, including pricing, customer service, and product safety. The report references several academic sources to support the analysis and recommendations.

Integrated marketing
communication plan
template:
BSBMKG523 Design and develop an integrated
marketing communication plan
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10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
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 Australian College of Business Intelligence
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Version: 19.1
Date Modified: January 2020
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Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 2 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
Content
s
1. Purpose...............................................................................................................................4
2. Target Audience...................................................................................................................5
3. Product analysis...................................................................................................................6
4. Marketing channels.............................................................................................................7
5. Budget.................................................................................................................................8
6. Legal and ethical constraints................................................................................................9
Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 3 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
1. Purpose
Instructions: Describe the purpose of the integrated marketing communication plan. This section should
act as an executive summary and be no longer than 1 page in length.
The main aim of the integrated communication plan includes- building the brand awareness of the
products and services offered by the company, increasing the sales of the company through attracting
more visitors to the official website of the company. And one of the major objectives of integrated
marketing communication plan includes communicating a message to the customers for the purpose of
influencing their decisions (Fernandez-Cavia et al., 2017). Moreover it is also aimed at attracting the
customers by generating their interest in the products and services. Therefore an integrated marketing
communication plan is used for the purpose of developing a desire for the products and services in the
customers.
Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 4 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
2. Target Audience
Instructions: Define your target audience below. Also describe their media consumption habits.
Although the customers of Tee shirty brand are varied however the target customers of the company
comprise of people between the age group of 18-34 years and who basically belong to Brisbane, Sydney,
Melbourne and Perth. Moreover the products and services of the company represent a bold and funny
personality (Johnson, 2017). Therefore if the brand was a person then it would be having an energetic
personality and not afraid of expressing their opinions in front of anyone. Therefore the brand is aimed
at attracting the adults who love adventure, are a true supporter of the environment and also love going
outdoor. According to a survey report, every 9 out of 10 Australians are present in social media, over 60%
of the Australian visits social media sites more than 6 times a day. Further the people between the age
group of 18 years to 29 years spend too much time on Social media.
Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 5 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
3. Product analysis
Instructions: Provide a description and analysis of products.
The product offered by Tee-shirty brand includes T-shirt that is made up of sustainable material, and
moreover the brand has got affiliation from different human right organizations (Lipschultz, 2017).
Therefore the company makes use of ethical activities for products of its products and services. The
brand personality of Tee-shirty includes a bold and funny one. Moreover the products and services are
made for people who are not afraid to express their feelings, and love adventure and also are a
supporter of the environment. Moreover the products offered by Tee Shirty is liked by the customers
because of its focus on the environment, the customers like the unique patterns of the fabrics, the fast
delivery of the company is also appreciated by the customers and the customers enjoy the non-corporate
style offered by the Tee-shirty.
Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 6 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
4. Marketing channels
Instructions: Describe selected media vehicles to be used, including primary and secondary media.
Outline the criteria you have developed for selecting multiple media combinations and provide a
rationale for each selected media option. Also evaluate media styles against Tee Shirty’s brand
character.
The media vehicles selected for the purpose of the integrated marketing communication plan includes-
social media platforms and also the out of home advertisement. The secondary vehicles that can further
be used includes- social media platforms such as Instagram, Facebook, Twitter and also Whatsapp. The
criteria on the basis of which these platforms were selected includes the report on media consumption
rates of the Aussies and it was found out that Aussies actively use social media and Facebook is the most
used social media that is further followed by Instagram and also Whatsapp. Therefore these secondary
vehicles have been used for the purpose of the integrated marketing communication plan (Rosson &
Ford, 2016). The secondary vehicles for the out of home advertisement include the billboards and also
pamphlets. These secondary vehicles have been used because the traffic congestion rate in Australia is
getting worse day by day and therefore people can know about the company through the billboards and
the pamphlets that they will get to see when they are waiting in traffic.
Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 7 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
5. Budget
Instructions: Outline the budget for media and creative. Then describe the budgetary allocation for each
media vehicle.
CAMPAIGN TYPE
QTY
1st
Year
QTY
2nd
Year
QTY
3rd
Year
QTY
PROJECTE
D COST
PER UNIT
PROJECTED
SUBTOTAL
out-of-house
advertisement
SUBTOTA
L
$
1,150,000.0
0
Billboard 40.00 50.00 60.00 1000.00 £
1,150.00 $ 1,150,000.00
Pamphlets 50.00 60.00 70.00 2000.00 £
2,180.00
Social media
platforms
£
-
SUBTOTA
L
$
1,450,000.0
0
Facebook 100
.00
150
.00
200
.00 1000.00 £
1,450.00 $ 1,450,000.00
Instagram 100
.00
200
.00
300
.00 1000.00 £
1,600.00
Whatsapp 100
.00
150
.00
200
.00 1000.00 £
1,450.00
Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 8 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
6. Legal and ethical constraints
Instructions: Describe legal and ethical constraints relevant to the marketing strategy plan
The ethical and legal constraints in the marketing strategy plan includes- the high prices charged
due to unethical marketing practices such as higher distribution cots, higher promotion and advertising
cots and excessive profits, high pressure selling is also an ethical issue, selling unsafe products even after
knowing the harm that it may lead to if sold in the market may also lead to various ethical issues.
Further there may be issues related to poor customer services, materialism, there may be cultural
hazards, there may be some capitalism hazards. Moreover the legislations affecting the competitive
behaviour, product liability, product standards and commercial standards are changing.
Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 9 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Integrated marketing communication plan template: BSBMKG523 Design and
develop an integrated marketing communication plan
References
Fernandez-Cavia, J., Marchiori, E., Haven-Tang, C., & Cantoni, L. (2017). Online communication in
Spanish destination marketing organizations: The view of practitioners. Journal of Vacation
Marketing, 23(3), 264-273.
Johnson, K. D. (2017). Social media marketing: A solution for marketing and advertising agency
promotion.
Lipschultz, J. H. (2017). Social media communication: Concepts, practices, data, law and ethics.
Routledge.
Rosson, P. J., & Ford, I. D. (2016). Stake, conflict and performance in export marketing channels.
In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference (pp. 66-
69). Springer, Cham.
Integrated marketing communication strategy: BSBMKG523 Version: v19.1 Page 10 of 10
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020