BullHorn Media – IMC Plan
August 3, 2014
For 2014, quarter four.
I. COMPANY ANALYSIS
Located in the central Florida region, BullHorn Media is a boutique-style creative business that offers personal attention on projects ranging from video production to photography to graphic design. With being in business for over twenty years, Bull Horn Media has a plethora of clients which include Google, Pepsi, Gatorade, Planet Hollywood and more.
Lisa LeGrand, one of the owners of BullHorn Media, has indicated that the main demographic and target market for the company is small businesses, trade shows, corporations, associations; anyone with a need for video production.
Bull Horn Media has such an eye catching website that uses a variety of colors to enhance the graphic detail. Immediately, without clicking anything, you can tell that graphic design is a strength for the business. Coupled with a web visitor’s first impression of the company and Bull Horn Media’s reputation that has been built over the course of twenty years, the brand has a great portfolio to showcase to potential new clients that continuously sets standards for their competitors.
Opportunity lies within creating accounts on different social media platforms, integrating the accounts into the website and keeping those accounts updated. The LeGrand’s goal is to generate leads and referrals so traditional forms of media can also be incorporated into the plan with the creation of promotional materials, ads in event programs and continued sponsorships at industry functions.
To put it simply, BullHorn Media is in need of an integrated marketing communications strategy (“IMC” for short). Having an IMC plan will create a clear message across all of Bull Horn Media’s channels, outline details for where marketing dollars are best spent, and help expose potential clients to touch points (Bikram).
II. CRITICAL THINKING
Bull Horn Media wants to get in front of the right audience. To the company, this is businesses and corporations that are in need of graphic design, video production services and photography. Apart from the digital communication, it is important for Bull Horn Media to exercise a presence in the community by using traditional forms of media like promotional products that can be used as giveaways at the events and trade shows they attend, ads in local newspapers and magazines, and printed brochures that can be mailed to inquiries that want a physical copy of information–this piece can also be used to distribute through the Bull Horn Media office and at events.
More over, with businesses and corporations being the target market for Bull Horn Media, having promotional pieces like pens and notepads can wind up creating a new lead. In an office setting, professionals are constantly jotting down notes. While stealing is not an encouraged attribute to have, pens always go missing. The following infographic shows that 70% of people surveyed noticed their pens at work disappeared. What is more alarming is that 50% of the business professionals admitted that they stole a pen because it writes smoothly or effortlessly, 36% stole the pen because they liked the way it looks and 34% admitted that they stole the pen because they liked the color. Having a vibrant pen with an imprinted Bull Horn Media logo and website address will allow people to take notice of it because it stands out.
Suggested means of printed advertisements for the targeted Bull Horn Media demographic are as follows:
– Insight Magazine East Orlando is a print publication distributed to thousands of readers via direct mail, drop stand locations and online channels. To access print advertisement rates and ad specifications, visit InsightEastOrlando.com.
– Orlando Business Journal has a circulation of over 9,700 subscribers that are looking for information about business and the latest trends. Advertising options are available through bizjournalmediakit.com/orlando.
– Florida Trend is another publication in which Bull Horn Media can place an ad that will hit their target audience. FloridaTrend.com lists their audience as affluent, successful and connected–that sounds like a promising lead generator.
In order to measure the different types of integrated multimedia communication efforts that Bull Horn Media is planning, professional analytics tools should be used. One must-have tool is Google Analytics–it’s free–and can be installed on the Bull Horn Media website quickly. Google Analytics will be able to tell us where traffic is coming from–whether it’s Facebook, the newsletter or an ad Bull Horn Media has placed online. It will also alert the business as to how long visitors are staying on the website and what pages are frequented the most. It is key to know what content visitors gravitate toward so Bull Horn Media is aware of which direction their future blog content, social media posts and newsletters should go in.
Most mailing list platforms also have web analytics built in to the user dashboard. This will help Bull Horn Media see how many subscribers received the newsletter, the amount of email addresses that did not work, the click rate, the open rate, and the industry average among other measurable statistics. The click rate will show which links and stories were the most intriguing that led readers to act on wanting to see additional details.
Keeping the integrated marketing outline in mind, Bull Horn Media can expect a fourth quarter budget of $7,600. Moving forward to 2015, quarter one, Bull Horn Media can expect the integrated marketing budget to decrease based on there not being any current involvement with conventions and sponsorship opportunities in that time frame.