University Restaurant: Integrated Marketing Communication Plan Report

This report presents an integrated marketing communication (IMC) plan designed for a restaurant, focusing on reaching customers aged 60-69. The plan outlines a multi-faceted approach, including traditional advertising via television and newspapers, as well as personal selling through telemarketing to manage costs. Sales promotion strategies like time-limited discounts are suggested to combat competition. Public relations efforts involve organizing social events for the elderly. The report also emphasizes the importance of direct marketing and suggests a creative strategy involving a low-cost buffet system and social media integration. A budget is outlined, along with a price penetration technique to improve the customer base. Furthermore, the plan includes contingency strategies such as loyalty programs and an emergency action plan to address potential risks and disasters, ensuring the restaurant's success in a competitive market.

Integrated Marketing
Communication Plan
Name of the University:
Name of the Student:
Authors Note:

Marketing Communications Mix
• Advertising
The restaurant company wants to keep its plan fix for the target customers at the age
of 60-69 therefore the traditional advertising campaigns can be a beneficial move.
Advertising on television and newspaper are subjected to the traditional advertising
and the company must follow it (Bolander et al., 2015).
• Personal Selling
Keeping in mind about the growth and market capitalisation of the restaurant
telemarketing will be the best option because not only it reduces time but also the
cost of the restaurant will be curtailed.
• Sales Promotion
It will be a strategic advantage for the restaurant to initiate some promotional offers in
order to deal with the high competition. For an example, 30% offer in the half one
hour or flat 50% offer on a specific day in a week can be creative and lucrative for the
customers (Di Benedetto & Lindgreen, 2018).

Marketing Communications Mix
• Public Relation
The company can put some thrusts on the public relations in terms of
dealing organising social events for the aged people. It can be normal
health check-ups or some recreational events that make the elderly
people happy. Making direct contacts with the elderly customers will
provide the company advantages to maximise target customers (Hall,
Ahearna & Sujan, 2015).
• Direct Marketing
It is important for the restaurant company to set some planning for
fostering a better direct marketing process (Olson et al., 2018).

Campaign Budget

Creative Strategy
• The low-cost buffet system can be one creative option which can be
opted by the restaurant in gaining stronger customer base in the
market.
• The restaurant can include the Facebook and Instagram as their
social media handle which will be helpful for them in increasing their
rate of revenues and sales (Kang, Tang & Fiore, 2015).
• The price penetration technique can be used and taken into
consideration by the restaurant to improve the customer base.
• The social media presence can be beneficial for the overall success of
the business of the restaurant in the competitive market

IMC Schedule
Communication objectives
Awareness Preference Stimulate sales
To increase customers
during the first of the days
Elderly people having an
age between 60 to 69
Increase sales growth up to
2 %
Strategic communication plan
Activity Duration Responsible people Budget
Communication
planning
1 month Marketing team $680
Targeting customers 2 months Marketing team $450
Conducting direct
selling
2 months Marketing team $600
Initiating promotions
through televisions
3 months Marketing team $1100
Introducing campaigns 2 months Marketing team
Community
volunteers
$900
Promotional offers 4 months Operations $700

Contingency Plan
• If the proposed market penetration pricing strategy will fail for the
restaurant, there can be inclusion of the different loyalty programs by
them as this will include the strategies which are inclusive of the
different kinds of prioritization of the risks (Lee & Kotler, 2015).
• In case of the fire or any other natural disasters, there can be inclusion
of the EAP (Emergency Action Plan) which will be effective in nature in
reducing the different issues and identify the alternative manufacturing
sites for the different products and services which are being provided by
them to the different customers (Oladepo & Abimbola, 2015).

References
•Bolander, W., Satornino, C. B., Hughes, D. E., & Ferris, G. R. (2015). Social networks within sales
organizations: Their development and importance for salesperson performance. Journal of Marketing, 79(6), 1-
16.
•Di Benedetto, C. A., & Lindgreen, A. (2018). The emergence of Industrial Marketing Management as the
leading academic journal in business-to-business marketing. Industrial Marketing Management, 69, 5-12.
•Hall, Z. R., Ahearne, M., & Sujan, H. (2015). The importance of starting right: the influence of accurate
intuition on performance in salesperson–customer interactions. Journal of Marketing, 79(3), 91-109.
•Kang, J., Tang, L., & Fiore, A. M. (2015). Restaurant brand pages on Facebook: do active member participation
and monetary sales promotions matter?. International Journal of Contemporary Hospitality
Management, 27(7), 1662-1684.
•Lee, N. R., & Kotler, P. (2015). Social marketing: Changing behaviors for good. Sage Publications.
•Oladepo, O. I., & Abimbola, O. S. (2015). The influence of brand image and promotional mix on consumer
buying decision-a study of beverage consumers in Lagos State, Nigeria. British journal of marketing
studies, 3(4), 97-109.
•Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human resource
management policies within the marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management, 69, 62-73.
•Philip, K., & Keller, K. L. (2016). Marketing Management, Global Edition. Essex, England: Pearson
Education.