Integrated Marketing Communications Plan for VoucherCodes (2018-2019)

This report provides a comprehensive analysis of an integrated communication plan for VoucherCodes, a UK-based shopping and money-saving website. The report begins with background information, target audience analysis (demographic, psychographic, and geographic), and a SWOT analysis. It outlines marketing objectives, including brand awareness, customer communication, and digital communication practices, along with SMART objectives for each goal. The marketing strategy focuses on social media marketing across Facebook, Twitter, and Instagram. Detailed marketing tactics, benefits, and a two-year estimated budget are included. The report also presents key marketing metrics, cost analysis, and a comparison of performance before and after marketing automation, including ROI calculations. A comprehensive reference list supports the analysis, demonstrating a thorough understanding of integrated marketing communication principles and practices.

Integrated
communication
plan
In
VoucherCodes

Background information
In the year 2009 the company called Voucher Codes was
launched in the UK market. It is a shopping and money
saving website that saves the voucher from leading
restaurants, retails and service providers.

Target audience
• Demographic
• Psychographic
• Geographic

SWOT analysis
Strength
• The company has developed its strong image in the
market
• Strong collaboration with leading companies can make the
communication plan more effective
• Introduction of exiting offers can help the company to
develop an effective customer relationship plan.

Continue…
Weakness
Rapid changes in customers’ needs and demands have
become the major concerns for the company
Opportunity
Emerging digital marketing trends and increasing demands
for marketing can ensure the positive future of the
integrated communication plan.

Marketing objectives
• To push the brand awareness for
establishing strong brand image in
the market
• To develop strong communication
with the customers
• To introduced effective digital
communication practices in the
market

Smart objectives
Specific The goal is specific as it indicates the brand popularity
Measurable Based on the numbers of online viewers the goal can be measured
Attainable The goal is attainable as introducing the creative content in the company website and
increasing its visibility on thee internet, the goal can be achieved.
Reliable The goal is reliable as it can help the company to ensure its sustainable position in the
market.
Time duration 6 months
•Goal : To push the brand awareness for establishing strong brand image in the market

Goal: To develop strong communication with the
customers
Specific The goal is specific as it indicates strong customer base
Measurable Based on the numbers of online viewers the goal can be measured
Attainable The goal is attainable as understanding the emotional as well as logical needs of the
customers the goal can be acheived
Reliable The goal is reliable as it can help the company to ensure its sustainable position in the
market.
Time duration 6 months

To introduced effective digital communication
practices in the market
Specific The goal is specific as it indicates strong relation with the customers with
technological innovation.
Measurable Based on the numbers of online viewers the goal can be measured
Attainable The goal is attainable adding different social media platforms in the marketing
process the goal can be achieved.
Reliable The goal is reliable as it can help the company to ensure its strong brand image on
the market.
Time duration 12 months

Marketing strategy
Social media marketing through Facebook, Twitter and
Instagram

Marketing tactics
• Improving the product offers the distribution through the
social media channels can be enhanced.
• Developing separate vouchers for retail products,
separate target segment can be developed.
• The company needs to focus on collaborating with both
the small and medium sized organizations so that the
popularity in the market can be maintained.

Benefits
• Rational benefits
• Emotional benefits

Estimated budget
Marketing Budget
Particulars Year 1 Year 2
Salaries 34370 47000
Accommodation 30370 13000
Newspaper advertisement 27370 27370
Magazine advertisement 27370 27370
Travel 23370 23370
Television Advertisement 19370 19370
Publicity 20870 20870
Office Equipments 18870 18870
Radio Advertisement 34500 34500
Events 25000 25000
Victims Welfare 29000 29000
Training and Education 52000 52000
Volunteer Costs 45000 45000
Accountancy Expenses 54000 54000
Website and Social Media 41000 41000
Refreshment 3000 8000
Sponshorship 13000 12000
Telephone Costs 900 2000
Energy Expenses 640 1700
Contingency Costs 0 1200
Total 500000 502620

Continue…
Marketing Function Key Metrics & Cost Current Forecast
(2 years) Change Due To Marketing Automation
Lead Generation
Search Engine Marketing Clicks/month 300,000 300,000 0.00%
Key Change Landing Page Conversion Rate 6.34% 7.61% 20.00%
Search Engine Marketing Costs $30,000 $30,000 0.00%
Cost-per-lead $1.58 $1.31 -16.67%
Inbound Marketing Leads/month 19,020 22,824 20.00%
% of Leads Lost to Lead Scrubbing 30.00% 30.00% 0.00%
Lead Scoring
% of Leads Deemed Sales-Ready 100.00% 25.00% -75.00%
Key Change Sales-Ready Leads/month 13,314 3,994 -70.00%
Key Change Opportunities/Lead 20.00% 80.00% 300.00%
Opportunities/month 2,663 3,195 20.00%
Lead Nurturing
Lead data base 100,000 100,000 0.00%
Key Change % of Sales-ready leads coming from the lead data base 0.00% 2.00% N/A
Opportunities from Lead data base/month 0 2,000 N/A
Sales
Key Change Total Opportunities/month 2,663 5,195 95.11%
Key Change Sales/Opportunities 6.44% 6.76% 5.00%
Sales/month 171 351 104.86%
Average Sale $1,000 1,000 0.00%
Marketing Automation Software cost/month $4,000
ROI of Marketing Automation - Cumulative Impact of Lead Generation, Scoring & Nurturing
Before Marketing Automation After Marketing Automation
Revenue from Inbound Leads $171,484.32 Revenue from Inbound Leads $351,310.24
Lead Generation Cost $30,000.00 Lead Generation Cost $30,000.00
ROI 471.61% LMA software/month $4,000.00
Monthly cost $34,000.00
ROI 933.27%

Reference list
• Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated marketing
communications. Nelson Education.
• Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to implementation. Rowman
& Littlefield.
• Braun, S., Hernandez Bark, A., Kirchner, A., Stegmann, S. and Van Dick, R., 2019. Emails from the boss—Curse or
blessing? Relations between communication channels, leader evaluation, and employees’ attitudes. International
Journal of Business Communication, 56(1), pp.50-81.
• Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation. Pearson.
• Gross, J., 2016. Let the rhythm guide you: non-invasive tracking of cortical communication channels. Neuron, 89(2),
pp.244-247.
• Hampton, A.J., Rawlings, J., Treger, S. and Sprecher, S., 2018. Channels of computer-mediated communication and
satisfaction in long-distance relationships. Interpersona: An International Journal on Personal Relationships, 11(2),
pp.171-187.
• Keller, K.L., 2016. Unlocking the power of integrated marketing communications: How integrated is your IMC
program?. Journal of Advertising, 45(3), pp.286-301.