5-1 Milestone Three- Integrated Marketing Communication Plan (Artifact 3)

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Feb 20, 2024

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1 5-1 Milestone Three: Integrated Marketing Communication Plan (Artifact 3) Muhammad Lewis Southern New Hampshire University MKT 700: Marketing Capstone Instructor: Kayla Pierce

2 Integrated Marketing Communication Plan Memo: Date: January 04, 2024 To: Jamie Green - Jamie’s Floral Delights From: (Mo) Muhammad Lewis Subject: Integrated Marketing Communication Plan Integrated Marketing Communication Plan Promotional Objectives The marketing communication plan for the Jamie Floral Delight brand will employ various social media platforms and marketing campaigns to bring attention to your brand. In recent times, social media has become a primary avenue for brands to promote themselves, and they have also utilized social media influencers to endorse their products. I strongly believe that this approach is an ideal method to introduce your product to your target audience and market in the future. By leveraging social media, the Jamie Floral Delight brand will be able to showcase its offerings, including coupons and promotional deals that will be available. Additionally, it is highly recommended to utilize various forms of promotional marketing to enhance brand visibility and generate awareness. These means include Email Marketing, Social Media Marketing, and Content Marketing, all of which serve as effective tools for engaging with the audience. The implementation of email marketing enables the brand to regularly send promotional events and deals to customers via email, ensuring that they are informed about upcoming promotions. Social media marketing, on the other hand, necessitates

3 the deployment of paid advertisements to expand brand awareness and attract a larger consumer base. Lastly, content marketing allows Jamie's Floral Delight to showcase its products to the audience through videos and digital advertisements, providing a visual perspective and insight into the brand's floral arrangements. Overall, by utilizing these diverse communication channels, Jamie's Floral Delight can effectively engage with its target audience, promote its brand, and establish a strong presence in the market. Communication Options Jamie's Floral Delight demonstrates a remarkable ability to utilize various communication channels to establish meaningful connections with its intended audience. The maintenance and upkeep of its well-established website is of paramount significance as it enables direct interaction between consumers and the cherished brand. However, it is important to consider that maintaining your website can also be beneficial for tracking your Key Performance Indicators (KPIs), which in turn assists the brand in making informed strategic decisions regarding daily consumer interactions and how much one makes in profit and sale and the demographic and where your product is being purchased. Key Performance Indicators (KPIs) serve as essential measurable indicators that gauge progress towards a desired outcome. These KPIs play a pivotal role in directing both strategic and operational enhancements, establishing a foundation for informed decision-making, and directing attention towards the most significant aspects (KPI.org, 2024). Here is an illustration of how a Key Performance Indicator (KPI) will appear when monitoring the metrics for Jamie's Floral Delight using sites like Google Analytics.

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4 Figure#1: Image retrieved from www.hanafloristpos.com Additionally, it would be highly advantageous to establish a social media presence to directly engage with consumers. By leveraging social media platforms, Jamie's Floral Delight can effortlessly share its latest floral arrangements with clients and receive valuable feedback regarding the quality of service provided. Considering the competition in the market, it is recommended to make use of the Google Renounce website, particularly Google ads, to initiate promotional campaigns. This strategy will

5 enable your brand to gain a competitive edge and effectively reach a larger audience. However, it is crucial to acknowledge that this approach involves certain expenses. Generally, the average cost per click (CPC) in Google Ads varies across industries, with Search advertisements averaging at $2.69 and Display advertisements at $0.63. Despite the costs, the return on investment will be worthwhile if you consistently deploy the minimum required advertisement daily (Sydney Go, Dec 15, 2023). This will allow your brand to attract more consumers and yield a high ROI. To illustrate, here is an example of the cost of paid advertisements in the florist industry along with a simple starting point/Budget for paying for this advertisement. Figure#2: Image retrieved from www.loveliveson.com/flower-shop-advertising-and-marketing-strategy Figure#3:

6 Image retrieved from Semrush Blog .com Deploying paid advertisements is crucial as it ensures that your ads for Jamie's Floral Delight will be prominently featured on Google SEO and various social media platforms. This strategic approach will effectively capture the attention of a broader audience, resulting in increased revenue and a significant boost in sales for your brand. To provide you with a visual representation, below is an illustration of how these paid campaigns will appear across multiple platforms and will share your reviews and the location of your business. Figure#4:

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7 Image retrieved from Semrush Blog .com The details will undoubtedly enhance your comprehension of the strategies employed by your competitors to boost sales and revenue. You should adopt these same approaches to attract a larger customer base and secure long-term business success. Timeline and Measures of Success To optimize the effectiveness of your marketing campaign and attract customers, it is advisable to create a timeline that incorporates the implementation of these strategies every two months throughout the year. This approach ensures favorable outcomes and maximizes attention. The rationale behind this recommendation is that the gift of giving begins with Valentine's Day, which marks the start of heightened activity in terms of individuals purchasing bouquets for their sweethearts and planning weddings during the spring and summer seasons. Additionally, this period allows for the availability of the freshest flowers, enabling your company to offer the highest quality products to customers. By utilizing these methods to promote your brand, you can

8 guarantee a significant increase in traffic. I am confident that this approach will fall within the company's budget and lead to a successful marketing campaign, ultimately resulting in a beneficial and profitable return on investment. In terms of budget allocation for these marketing campaigns, I suggest investing a minimum of $5,000 per year to foster growth and attract a diverse range of consumers, both young and old. Legal and Ethical Factors Compliance with the regulations set by the state and local government is of utmost importance when it comes to selling products in your respective industry. Adhering to these guidelines not only ensures the protection of your consumers but also allows your brand to operate within the legal framework. In the case of selling plants and products, it is specifically crucial to comply with the guidelines provided by your state and local government agriculture department. For instance, in Missouri, there are specific rules that need to be followed when selling plants or flowers to your community. Acquiring the appropriate certification for selling these products is a necessary step to abide by the legal rules. The Nursery Dealer's Registration-Inspection Certificate is one such mandatory requirement under the Missouri Plant Law. This law states that every nursery dealer must obtain this certificate annually for each location from which they sell, offer for sale, or distribute nursery stock within the state. Complying with this requirement is essential for nursery dealers who wish to engage in the sale or distribution of nursery stock in Missouri (Mo.gov, 2023). Furthermore, it is advisable to avoid overpricing your customers or engaging in price gouging practices solely to maximize profits. Such practices can result in a loss of customers who may choose to take their business elsewhere. To ensure that your pricing strategies align with the

9 regulations, it is recommended to consult with your legal team. They can provide guidelines on staying within the legal boundaries and assist you in obtaining formal and written guidelines from your state agriculture department. These guidelines should cover aspects such as pricing and product processing, enabling your brand to maintain longevity and thrive in the market. Sample Marketing Communication Based on the information provided for this marketing campaign, the forthcoming advertisement for Jamie's Floral Delight aims to enhance the return on investment (ROI). The primary objective of this advertisement is to promote the brand and attract new customers, thereby increasing sales. Additionally, it aims to establish a connection with potential customers for the upcoming season. The main idea behind this campaign is to introduce the brand to a wider audience, generating momentum and providing insights into what the brand has to offer in the upcoming year. The flyer accompanying the campaign will capture the interest of new consumers, encouraging them to sign up for the newsletter and available perks while purchasing

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10 floral arrangements during each season.

11 Justification Based on the information provided for this marketing campaign, the forthcoming Therefore, based on the comprehensive Integrated Marketing Communication plan outlined above, I am confident that by adhering to its principles, Jamie's Floral brand will experience a significant boost in sales and attract a larger consumer base. These outcomes will undoubtedly contribute to the brand's long-term success and sustainability. Looking ahead, the company aims

12 to leverage its established foundation to expand into other states and establish a global presence. This strategic move will not only drive sales growth but also attract a multitude of new consumers, ultimately leading to increased success and a higher return on investment for the brand. Reference Guide KPI.org. (2024). What is a Key Performance Indicator (KPI)?

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13 https://www.kpi.org/kpi-basics/ Go, S. (2023, Dec 15). How Much Does Google Ads Cost? 2024 CPC Analysis. Semrush Blog. https://www.semrush.com/blog/google-ads-cost/ Missouri Department of Agriculture. (2023). Nursery & Greenhouse Management https://agriculture.mo.gov/plants/nurseries/

5-1 Milestone Three- Integrated Marketing Communication Plan (Artifact 3)

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