Project: Launching of themed Italian Saturday nights in the Italian cuisine market in Ontario.

 

Media Objective: Make a buzz on Remezzo Italian Bistro's Themed Italian Nights campaign to 20% of the older people (50-70 y/o) in the neighborhood, who have more free time and a need for socializing, by the end of September 2023.

 

Media Strategy: Launch a new Italy-themed event every Saturday utilizing a combination of traditional media alternatives such as flyers through direct mail and out-of-home billboards nearby Sheppard Ave., Scarborough, ON and non-traditional media alternatives such as flyers through direct mail, that will run for 4 weeks. 

 

Rationale: The most effective strategy to market to seniors is to use both offline and internet tactics (Mertes, 2023). Doing such, as also emphasized in the communication objectives, entails maximizing possible ways and means to reach out to the target demographic to ignite their interest and entice them to activities that will make them repeat customers. Hence, leads to the achievement of the ultimate business objective, which is attaining a significant boost in sales and revenue for the company while maintaining a meaningful endeavor by creating an environment that is beneficial for the customers and the community.

 

Moreover, a rifle strategy will be employed to target the market profile considering that we are specific in aiming at the older demographic profile who have that free time and is wanting spend time with other people. Instead of wasting money on ineffective campaigns, we will concentrate our efforts on the channels that will be most helpful, which, as mentioned earlier, include print media/flyers, emails and online communities that are personally connected to the target audience.

 

From the given background:

• can you please give a minimum of four different IMC tactics (ex. Radio, PR, Sampling, Sales Promotion, etc).
• rationalize with external sources why each of these tactics are good fit.
• Explain how they are integrated and connected, and how they link to the overall plan.