In this part of the social media plan, focus on integration of traditional marketing, advertising, PR, and digital marketing eff orts with the new social media strategy. Collect and analyze information on all marketing eff orts for the brand. What techniques are being used? What is the core message or promotion? Is there a common character, theme, or concept? Is there a brand or campaign tagline? Make note of current eff orts and include what is being formed in the new social media plan, accounting for and explaining how current traditional eff orts will be integrated into the new social eff ort. It may be found that a new traditional marketing, advertising, and PR eff ort or campaign is needed, and thus your plan should make those recommendations. Report all fi ndings and ideas in these areas:

1. Identify all traditional brand marketing, PR, advertising, and digital eff orts.

2. Explain the current promotion, concept, character, theme, and tagline.

3. List ways in which the current eff ort could be integrated with the new social media big idea.

4. If a new traditional marketing or advertising campaign and promotion are needed, explain what they should be.