For SKIMS by KIM KARDASHIAN 

 Promotional Mix and IMC Tools 

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.  

 Example:  

 Digital Marketing 

Website: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media 

Direct Marketing 

Email marketing: Reach out to prior year's attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend the conference.  

Sales Promotion + Digital Marketing 

Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a "conference evangelist" contest/giveaway to take place at conference opening session, one entry per social media tool per day 

 

Sales Alignment 

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 

1) generate leads; 

2) build relationships/discover needs; 

3) present solution/resolve concerns; 

4) close the sale; 

5) monitor and follow up. 

How does your campaign support sales activity?  

 

Measurement (KPIs - Key Performance Indicators) 

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful. 

 Examples of KPIs:  

Total sales/revenue  

New/incremental sales 

Number of qualified leads generated 

Net Promoter Score 

Website unique visitors 

Number of registrations/sign-ups 

Impressions - views of content 

CTR - click-through rate 

Engagement - comments, likes, shares, page views, video views 

Followers - social media (Facebook, Twitter, LinkedIn, YouTube) 

Awareness 

Etc.  

Budget  

Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.  

 

Item	Purpose	Cost Estimate
Example: White paper authored by technical writer	Layout the business case why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry	$500.00
Item #1
Item #2
Item #3
Item #4

 

Add additional rows as needed. 

 

Estimated campaign impact: 

Action Plan 

Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3-12 months.  

 

Timing	Activity Type	Brief Description	Audience	Owner
Today's Date	Example:   Website Update	Add new key messages that fit repositioning strategy and audience focus	Tech company hiring managers	Jim Hill
Date
Date
Date
Date
Date
Launch Date

 

Add additional rows as needed. 

 

Risk Factors 

Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the "weakness" and "threats" sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.