Lighting up business Small to medium-size businesses (SMBs) account for about 95 per cent of all Australian and New Zealand businesses and many do not have resources to spare for promotion. Although newspaper, radio and the Yellow Pages have been the mainstay media for local businesses, they can be expensive. Carefully executed social media marketing can be a very effective tool. But research has shown that only 30 per cent of small businesses are turning to the internet. With marketing budgets as low as $2000 for small businesses and about $12 000 for medium-sized enterprises, it is crucial that every online dollar is well spent. You, as a marketing communications expert, have been approached for marketing advice from a local electrician providing home electrical work and repairs in your suburb. The business has a larger- than-usual online budget of $11 000 for the forthcoming year.

Q 1. Develop an integrated marketing communications plan for the business, which includes a website revamp and links to Facebook and Pinterest

Q 2. What opportunities (if any) are there for PR for the business? How would you integrate PR with the online social media campaign