You Decide - Defining a Communication Plan

In: Business and Management

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Defining a Communication Plan

You Decide

Submitted to Turnitin.com
August 2010

Abstract
Graves Enterprises decided to move to an integrated marketing communications (IMC). The IMC will evaluate the strategic roles of various communication disciplines. Joshua Edwards has worked closely with Rena Morales, the Marketing Director of Commercial Products and Abbey Buzwelda, the Financial Analyst. A few suggestions have been made that will help improve the IMC. Including the “360-Degree View” in the communication plan and adding a budget are key to implementing a successful integrated marketing communication plan. Taking the advice from Ms. Buzwelda to utilize a single advertising and media buying agency will help save costs for the both the Consumer Products and the Commercial Products departments.

The Consumer Products department worked diligently to produce accurate and timely information. Mr. Edwards, Ms. Morales and Ms. Buzwelda did an excellent job analyzing the facts related to moving towards an integrated marketing communications (IMS).
Mr. Edwards’ team suggested four advertising approaches. One suggestion was to purchase a print campaign in “Good Housekeeping” magazine and develop a public relations campaign based on eco-friendly and safe products. The second suggestion was to offer co-operative advertising with a higher payout if product is displayed on the end cap. The third suggestion was an instant coupon attached to the package. The last suggestion from the Consumer Product team was for a trial size co-promotion with Dupont Premium Carpets.
In order for an integrated marketing communications (IMC) to be implemented, more than two forms of communication tools are to be utilized. The four selections from Mr. Edwards’ team would suffice in meeting the IMC to be successfully carried out. The “360-degree view” should be adopted in…...

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