Communicate to AirWays' market segment the key benefits that make the company distinct from the competition. In addition, announce the improvements in the delivery of the services by the company. While AirWays has a limited communications budget, the chief marketing officer (CMO) wants to allocate the money in the most effective way.
Create an IMC strategy that includes the following:
â?¢ An advertisement featuring the new (improved) services and containing the following elements:
o Brand positioning statement (created in the attached document)
â?¢ A brief identifying and supporting both traditional and nontraditional channels to carry the advertisement
Discuss a Customer Relationship Management (CRM) strategy.
Running Head: IMC PLAN
IMC Plan for Airways
Integrated marketing communication (IMC) is a process for managing and integrating all marketing communication channels and functions of a company that provides great impact on consumers and other users at minimum cost (McDonald & Wilson, 2011). As per the scenario, there is an IMC plan for AirWays' that has limited budget for communication and advertisement. Under this plan, IMC strategy and traditional and non-traditional channels for advertising will be discussed. Additionally, customer relationship strategy for the company to communicate effectively with customers will be explored.
To make an effective IMC plan for the company, it is important to identify major competitors and their advertising and communication channels (McDonald & Wilson, 2011). For this plan, target market includes business class, medium and high class customers. Following are various elements of IMC plans:
Headline: The headline is used to attract attention and evoke interest of the customers. For this company, headline is "We'll take care of you" that is suitable for its improved services and effective communication with customers.
Sub-headline: AirWays' is with you in your all journeys.
Brand Positioning Statement: "Offering highest quality of services in most effective, safe and responsive way" will be the positioning statement. .
Artwork: The style of computer drawn and textured images are known as artwork that will capture the intention of target market (Duncan, 2005). For this, computer software and animation will be used to create effective and real images on TV commercials. Original art can present product or service in a unique manner and attract customers towards this products and services and make advertisement successful.
Sponsorship: To advertise services of the company, sponsorship is also an effective tool. Company will sponsor major events such as sports, awards, charities; health care and education awareness programs to make the products and services popular (Sutherland, 2009).
Layout: Advertising layout creates and produces an ...
IMC strategy communications are examined.