Marketing Plan: NBN Co. Ltd. Integrated Marketing Strategy Report

This report presents an integrated marketing plan (IMP) for NBN Co. Ltd., a government-owned company focused on providing broadband services in Australia, the US, and Canada. The report begins with a situational analysis, evaluating NBN's position, product offerings (fiber, satellite, and wireless services), and target audience (Telstra, Optus, and Vodafone). It also analyzes competitors like Aussie Broadband and TPG. The IMP outlines communication objectives, including raising awareness, generating interest, stimulating desire, and driving action. A strategic communication plan is developed, focusing on B2B influencer marketing, creative strategies, integration strategies, and promotional tactics such as content marketing and direct marketing. The promotional mix includes direct marketing, sales promotion, web meetings, and events. The report further details a project timeline, methods for measuring campaign effectiveness using ROI models, and control mechanisms for gathering client feedback. References from academic sources support the plan's strategies.

Running head: INTEGRATED MARKETING PLAN
INTEGRATED MARKETING PLAN
Name of the Student
Name of the University
Author Note

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INTEGRATED MARKETING PLAN
Integrated marketing plan
IMC Situational analysis
Company analysis: NBN Co. Ltd. Is entirely a government company. It is designed to build and
run the national broadband network in Australia. The objective of the company is to connect
Australia and ensure fast broadband access at an affordable price.
Product analysis: NBN Co. Ltd. Offers to the customers’ combination of fiber, satellite based
and wireless services throughout Australia. The company provides and distributes its products
and services throughout the country Australia, and outside Australia including US and Canada. It
provides broadband infrastructure which helps the business and service providers to distribute
digital based services in Australia, US and Canada.
Audience analysis: It plans to offer and distribute its digital based services to the Telstra, optus
and Vodafone companies. With the use of social media analysis and business journals the
company with be able to analyze the audience.
Competitor analysis: NBN Co. Ltd. Will face stiff competition from Aussie broadband, TPG
and ADSL companies.
Communication objectives
Awareness – one of the main objectives of communication is to create awareness about the
services and the products offered through various referral programs, participating in trade fairs
and impressive guest content.

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INTEGRATED MARKETING PLAN
Interest – Another objective of IMC is to generate interest among the companies Telstra, optus
and Vodafone through valuable, informative and attractive looking content, using infographics
to display the data and statistics.
Stimulate Desire – After spreading awareness among the CEO’s of Telstra, optus and
Vodafone, its goal is to increase the sales and stimulate sales. It is to prompt the leads and target
audience to make a purchase which in turn will increase the sales.
Action: The main objective is to induce the target audience to take action on the purchase by
communicating them about the benefits of the products and services (Blakeman 2018). The main
aim is to build strong and long term relationship with the Telstra, optus and Vodafone
Strategic communication plan
Campaign impact and duration: NBN will be running a B2B influencer marketing which will
drive better credibility and visibility for Telstra, Optus and Vodafone. With the use of SAP
technologies it can influence the top corporate executives of Telstra, Optus and Vodafone
companies.
Creative strategy- By implementing various creative marketing campaigns, influential bloggers
the company will be able to attract and acquire the corporate clients.
Integration strategy- By integrating the creative influential marketing campaigns and the
sustainable products and services, the company will be able to gain trust and confidence of the
CEO’s.

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INTEGRATED MARKETING PLAN
Promotional strategy- It plans to implement content marketing, to inform the CEO, of the
company about the product and services. With valuable content the company will be able to
show other business the reasons to trust the company.
2. Promotional mix
Direct market strategy- The Company needs to interact with the clients, understanding their
needs and preferences and establish effective communication with them. This will help to
company to promote its goods and services to their clients.
Sales promotion strategy- The Company can promote through business meetings, interaction
with the potential business clients which will help the company to gain the trust and confidence
of the clients.
Web meetings- The business essentials and the description of the products and services can be
discussed over web meetings or face to face meetings with the clients. By web meetings the
company will be able to focus on demonstrating the products and services and its benefits to the
potential clients of the business.
Events- The Company can organize trade shows and invite the potential clients that is the CEO
of Telstra, Optus and Vodafone companies. It can provide a demonstration of the products and
services and interact with the clients.
3. Implementing

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Project timeline:
Activity Months
M Jan M
Feb
M
Mar
M
April
M
May
M
June
M
July
Product launch
Business meetings
Events
Trade shows
Marketing campaigns
Marketing influencers
Email
Direct marketing
Sponsorship
Web meetings
Product demonstration
Webinars

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 Measuring campaign effectiveness – The campaign effectiveness can be
measured by ROI model. It will help the company to evaluate the investments
made by the company and the actions taken by the company. It measures the cash
returns and the costs.
 Control mechanisms - The Company can monitor and examine the feedback of
the potential clients and respond to their concerns effectively. This will build
better relationship with the CEOs.

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References
Ang, L., 2014. Principles of integrated marketing communications.Cambridge University Press.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman& Littlefield.
Naeem, B., Bilal, M. and Naz, U., 2013. Integrated marketing communication: a review
paper. Interdisciplinary journal of contemporary research in business, 5(5), pp.124-133.
Paquette, H., 2013. Social media as a marketing tool: a literature review.