Developing an
Integrated Marketing Communications Plan
Elan Studio
My roles:
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Final Copy Editor
Lead Brand Strategist
Layout Designer
Market Researcher
Over the course of four months, I collaborated with a team of marketing students to develop a comprehensive integrated marketing communications (IMC) plan for a small salon located in Bozeman, Montana. The plan outlined five sections as we (1) analyzed the local salon industry, (2) discovered relevant target segments, (3) identified the salon's optimal positioning, (4) developed marketing strategies and tactics, and, finally, (5) determined key measurements for success.
Identifying Key Strategies and Measurements
Creating a New Identity
The key recommendation of the plan centered on a client name change from Evolve 406 to Elan Studio. Based on our research, the name Evolve 406 had caused exceptional confusion in the local market, as another nearby salon exhibited a nearly identical name. In order to help differentiate our client, we recommended the name Elan Studio paired with strong branding tactics to elevate consumer perceptions while eliminating confusion.
Marketing Communications Goals:
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1. Establish a unified brand image
2. Increase brand awareness
3. Increase digital customer engagement
4. Increase customer loyalty​
Based on the marketing communications goals outlined to the left, we identified relevant strategies and tactics to best meet the needs of our client. We focused heavily on branding recommendations such as consistency across platforms in terms of color, content, messaging, and tone of voice. In addition to these branding elements, we recommended our client amp up her digital presence, specifically concentrating on highly visual platforms such as Instagram and Pinterest. Following these recommendations, we provided our client with measurement tools to track her progress following the plan's implementation.
Putting It All Together
Read the full plan below. (Or skim it, time's a valuable commodity these days.)