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IMC Plan “Be You, Visit Florida.”. Premier Advertising Agency. Team One Emily Rogers Ivan Franco Jennifer Probert Keizo Watanabe Steven Clark Henson Shu-Fang “Jasmine” Hsiao. Agenda. Client overview Core target market Competitive review and SWOT Analysis Objectives

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imc plan be you visit florida
IMC Plan

“Be You, Visit Florida.”

premier advertising agency
Premier Advertising Agency

Team One

Emily Rogers

Ivan Franco

Jennifer Probert

Keizo Watanabe

Steven Clark Henson

Shu-Fang “Jasmine” Hsiao

agenda
Agenda
  • Client overview
  • Core target market
  • Competitive review and SWOT Analysis
  • Objectives
  • Creative strategies
  • Executions and tactics
  • Media mix
  • Promotion
  • Budget
client overview
Client Overview
  • Attractions to our target market
    • LGBT (Lesbian, Gay, Bi-Sexual, Transgendered)
  • Beaches
    • Best gay and nude beaches
    • Such as Siesta Beach and New Smyrna Beach
client overview1
Client Overview
  • Outdoor Adventures and Camping
    • Sawmill Camping Resort
    • Hiking, kayaking, canoeing, horseback riding
    • Clothing optional swimming pools
    • Cruises: Blue Q and Atlantis
  • Special Gay/Lesbian Events
    • Gay Days Expo at the Royal Plaza
    • Key West’s Gay Spring Break and WomenFest
client overview2
Client Overview
  • Museums and History
    • 4 museums at South Beach
    • Rubell Family Art Collection
    • Museum of Art in Fort Lauderdale
  • Club/Bars
    • At every major city in Florida
    • Such as The University Club and Cupid’s Cabaret
client overview3
Client Overview
  • Lodging/Resorts
    • Three best gay resort towns: Fort Lauderdale,

Key West, and Miami

    • Such as The Alcazar Resort and Coconut Grove
  • Dining
    • Over 10,000 famous restaurants
  • Theater, Shows, Concerts and Musicals
    • The Miami City Ballet
    • The New World Symphony
c ore t arget m arket
Core Target Market
  • Geographic segmentation
    • Top 9 cities with highest gay population
    • New York, Los Angeles, Chicago, San Francisco, Boston, Washington DC, Dallas, Atlanta, Philadelphia
  • Demographic segmentation
    • Gender: Men and women
    • Age: 24 - 40 years old
    • Income: Above $30,000 a year
    • Education: Varied
    • Occupation: Varied
c ore t arget m arket1
Core Target Market
  • Psychographic segmentation
    • Personality: Gregarious, aggressive, and optimistic
    • Lifestyle: Active and fun-loving
    • VALS: Actualizer and experiencers
competitive review
Competitive Review
  • Large cities
    • Such as New York, Los Angeles, and San Francisco
  • Drier or cooler climates
    • Such as Las Vegas and Aspen
  • Beach substitutes
    • Such as California and Hawaii
objectives
Objectives

5 30 50 60 90

4. Obtain trial

5. Develop repeat customers who visit

Florida at least once per year

3. Establish positive feelings

with visiting Florida

2. Instill a desire to travel

to Florida for vacation

1. Create awareness among the

target market to visit Florida

recommended creative strategies
Recommended creative strategies
  • Objective 1

– “Be you, Visit Florida.”

– Repetitive advertising

  • Objective 2

– Communicate benefits

– Comparative advantage

  • Objective 3
recommended creative strategies1
Recommended creative strategies
  • Objective 4

– Traveling deals

– Special events

– Co-operative advertising

– Discounts

  • Objective 5

– Direct mail

– Promotional deals

executions and tactics
Executions and Tactics
  • Florida – “Be You, Visit Florida!”
  • Co-ops
    • Airlines
      • American Airlines
    • Car Rentals
      • Thrifty
    • Event Sponsorship
      • Absolut Vodka
media mix
Media Mix
  • Traditional marketing
    • Magazinesads
      • Out, The Advocate, Instinct, Genre, Curve
      • Our Ads
media mix1
Media Mix
  • Traditional marketing
    • Billboard
      • In top nine most population metropolitan areas
    • Internet ads
      • Perezhilton.com, Gay.com, Gaytravel.com
    • Radio Ads
      • G.I.R.L, OutQ, Pride Radio
media mix2
Media Mix
  • Direct marketing
    • Communitynewspaper
    • Direct mail
      • Brochure
  • Co-ops
    • American Airlines
    • Thrifty Car Rentals
    • Absolut Vodka
media mix3
Media Mix
  • Other Marketing
    • Banners, booths in top 5 largest pride parades
    • National events held by homosexual organizations
      • Galas
      • Silent auction
      • Goody Bags
promotion
Promotion
  • Winter Promotion “Countdown with Kathy”
    • Dec. 31, 2008 to Jan. 4, 2009
    • Spokesperson: Kathy Griffin
    • Charter Plane
      • American Airlines
      • Direct flight with Kathy
      • From LAX to MIA
    • New Years Eve Party
      • Fireworks, DJ, Beach
    • Stand-up comedy show
    • Snorkeling excursion
promotion1
Promotion
  • Summer promotion “Gay Days”
    • Jun. 2, 2009 to Jun. 9, 2009
    • Sweepstakes opportunity
    • Wear red shirts
    • Gay prides