Description
Dedicated to making cookies from the freshest organic ingredients that are so special and delicious, they become part of your family traditions
Edna’s Cookies
An Integrated Marketing
Communications Plan
By: Chantel Soumis & Camilla Zuckero
Mission
Edna’s Cookies’ Mission Statement:
Dedicated to making cookies from the freshest
organic ingredients that are so special and
delicious, they become part of your family
traditions.
2
Objectives
Objectives:
• To consistently and effectively present Edna’s
brand message to the target segments
• To motivate customers to buy Edna’s Cookies
– Method: Outline the most effective and cost
efficient promotional plan for presenting brand
benefits, attributes and building brand awareness
and image in order to accomplish objectives
3
Startup Recommendations
Goals of Start-up stage:
Create awareness and build brand image.
• Direct Marketing-Postcards
• Website-Ednascookies.com
• Develop Social Media Channels
• Introduce the brand to contact list and
social network
• PR/Publicity-Launch party
4
Short Term Recommendations
Goals for Introductory Stage of Product:
Create awareness, inform the target market &
position the brand to motivate purchase.
• Publicity
• Advertising
• Personal Selling
• Social media, blogs
• Sales Promotions(samples)
• Advertising
5
Long Term Recommendations
Goals for long term success:
Stimulate growth, build customer loyalty &
reinforce the brand.
• Create an ecommerce website for growth
• Form a charitable event to help create brand
awareness and publicity
• Advertising
• Sales Promotion-Coupons, samples seasonally for
holidays and other special events
• Personal Selling
• Social Media Channels
• Reinforce the brand; loyalty programs
6
Promotional Strategies
Promotional Method Target Segment
Advertising Regional magazines,
specialty publications
Mothers’ Groups, Families, Schools,
Cafes
Direct Marketing Postcards Local community
Interactive/Internet
Marketing
Web site, Twitter, Facebook Mass Audience, Investors, Mothers’
Groups
Sales
Promotion(combined
with personal selling)
Free samples at Festivals,
Farmers’ Markets, Local
community
Mothers’ Groups, Schools
PR/Publicity Press releases, Charity Bake
Off, Ribbon Cutting
Mass Audience, Investors, Broadcast
Media
Personal Selling Door-to-door, Festivals,
Farmers’ Markets, Cafes,
Coffee shops
Wholesalers in the community, families,
mothers, community
7
Promotional Strategies
8
Website Mock-up
Packaging
Direct Mail Post Card
Budget Allowance
Keep $10,000 for college fund and provide
$15,000 for the IMC plan.
• $5,000 for overhead costs
o Baking materials, car seat, packaging supplies, and extra
gas for deliveries
• $10,000 for IMC program
o Advertising ($4,000)
o Sales Promotion ($1,000)
o Direct Marketing ($500)
o Personal Selling ($2000)
o PR/Publicity ($1,000)
o Internet/Interactive Media ($1,500)
9
Budget Allowance
• Short term: months 1-6
o 12 sales/week (avg 1dz/sale) = $6,240
• Short term: months 7-12
o 20 sales/week (avg 1dz/sale) = $10,400
• Long term: years 2-3
o 40 sales/week (avg 1dz/sale) = $40,600
annual revenue
10
Monitor &Evaluation Methods
• Likes on FB page, Twitter followers
• Response to direct mailers
• Personal selling (immediate response)
• Combining sales promotions with print
media, e.g. "mention this ad for 25% off"
• Evaluate sales numbers monthly, quarterly.
• After one year historical analysis using top-
line revenue & ROMI
11
Edna’s Cookies
Thank you
12
doc_325630588.pptx
Dedicated to making cookies from the freshest organic ingredients that are so special and delicious, they become part of your family traditions
Edna’s Cookies
An Integrated Marketing
Communications Plan
By: Chantel Soumis & Camilla Zuckero
Mission
Edna’s Cookies’ Mission Statement:
Dedicated to making cookies from the freshest
organic ingredients that are so special and
delicious, they become part of your family
traditions.
2
Objectives
Objectives:
• To consistently and effectively present Edna’s
brand message to the target segments
• To motivate customers to buy Edna’s Cookies
– Method: Outline the most effective and cost
efficient promotional plan for presenting brand
benefits, attributes and building brand awareness
and image in order to accomplish objectives
3
Startup Recommendations
Goals of Start-up stage:
Create awareness and build brand image.
• Direct Marketing-Postcards
• Website-Ednascookies.com
• Develop Social Media Channels
• Introduce the brand to contact list and
social network
• PR/Publicity-Launch party
4
Short Term Recommendations
Goals for Introductory Stage of Product:
Create awareness, inform the target market &
position the brand to motivate purchase.
• Publicity
• Advertising
• Personal Selling
• Social media, blogs
• Sales Promotions(samples)
• Advertising
5
Long Term Recommendations
Goals for long term success:
Stimulate growth, build customer loyalty &
reinforce the brand.
• Create an ecommerce website for growth
• Form a charitable event to help create brand
awareness and publicity
• Advertising
• Sales Promotion-Coupons, samples seasonally for
holidays and other special events
• Personal Selling
• Social Media Channels
• Reinforce the brand; loyalty programs
6
Promotional Strategies
Promotional Method Target Segment
Advertising Regional magazines,
specialty publications
Mothers’ Groups, Families, Schools,
Cafes
Direct Marketing Postcards Local community
Interactive/Internet
Marketing
Web site, Twitter, Facebook Mass Audience, Investors, Mothers’
Groups
Sales
Promotion(combined
with personal selling)
Free samples at Festivals,
Farmers’ Markets, Local
community
Mothers’ Groups, Schools
PR/Publicity Press releases, Charity Bake
Off, Ribbon Cutting
Mass Audience, Investors, Broadcast
Media
Personal Selling Door-to-door, Festivals,
Farmers’ Markets, Cafes,
Coffee shops
Wholesalers in the community, families,
mothers, community
7
Promotional Strategies
8
Website Mock-up
Packaging
Direct Mail Post Card
Budget Allowance
Keep $10,000 for college fund and provide
$15,000 for the IMC plan.
• $5,000 for overhead costs
o Baking materials, car seat, packaging supplies, and extra
gas for deliveries
• $10,000 for IMC program
o Advertising ($4,000)
o Sales Promotion ($1,000)
o Direct Marketing ($500)
o Personal Selling ($2000)
o PR/Publicity ($1,000)
o Internet/Interactive Media ($1,500)
9
Budget Allowance
• Short term: months 1-6
o 12 sales/week (avg 1dz/sale) = $6,240
• Short term: months 7-12
o 20 sales/week (avg 1dz/sale) = $10,400
• Long term: years 2-3
o 40 sales/week (avg 1dz/sale) = $40,600
annual revenue
10
Monitor &Evaluation Methods
• Likes on FB page, Twitter followers
• Response to direct mailers
• Personal selling (immediate response)
• Combining sales promotions with print
media, e.g. "mention this ad for 25% off"
• Evaluate sales numbers monthly, quarterly.
• After one year historical analysis using top-
line revenue & ROMI
11
Edna’s Cookies
Thank you
12
doc_325630588.pptx