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