Integrated Marketing Communication Plan

1. Assessing The State of Spanish-Language &
Latino-Oriented Media International Conference
IMC PLAN

2. Presented by:
Where Ideas Take Off…

3. SITUATION ANALYSIS

4. Industry Overview
• Small meetings and academic conferences
• Targets audiences of 50-149 or 150-249
• Market share has doubled in the past decade
• Fastest growing sector
Number of Conferences
2010 2011
8,294 9,120
Source: International Congress and Convention Association (ICCA)

5. Industry Overview
• International conferences with target goals and
audiences in line with those of the international
conference Assessing the State of Spanish-Language
and Latino-oriented Media:
Hispanicize
National
Conference for
Media Reform

6. Market Segmentation
• Segments
Meeting Audience
purpose demographics
Meeting
Meeting size
initiator
Source: International Congress and Convention Association (ICCA)

7. Market Segmentation
• Segments
Meeting Audience
purpose demographics
Meeting size
Meeting
initiator
Source: International Congress and Convention Association (ICCA)

8. Market Segmentation
• Segments
Corporate Meetings
• Internal
• External
• In/External Meetings
Association Meetings
• International Governmental
Meetings
• International Non-Governmental
Meetings
Source: International Congress and Convention Association (ICCA)

9. Market Segmentation
• Segments
Corporate Meetings
• Internal
• External
• In/External Meetings
Association Meetings
• International Governmental
Meetings
• International Non-Governmental
Meetings
Source: International Congress and Convention Association (ICCA)

10. Competitive Analysis
• Competitive Advertising Analysis
The Society for Cinema and Media Studies
Overall Creative Highlight location
Strategy
Execution Recognizable landmarks in Boston
Strategy and Chicago
Tagline “Boston 2012”
“Chicago 2013”
Target Market includes scholars, students,
Addressed media, and cinema professionals
Key Ad elements The images representing the
hosting cities

11. Competitive Analysis
• Competitive Advertising Analysis
Portada: “The Leading Source on Latin Marketing and Media”
Overall Creative USP: provide extensive data and
Strategy literature about Latino
demographic.
Execution Bullets, images of cities, logos of
Strategy sponsors
Tagline “Latin America: Taking its central
Place on the World Stage”
Target Market target business and media
Addressed professionals in the United States,
Latin America, and Spain
Key Ad elements names and logos of its partners on
the flyers

12. Competitive Analysis
• Competitive Advertising Analysis
Hispanicize
Overall Creative USP: unique platform for
Strategy endeavors, new products, and
creative campaigns from and for
Latinos.
Execution Film-related images
Strategy
Tagline “The Latino Filmmakers are
coming!”
Target Market Latino filmmakers
Addressed
Key Ad elements An overly dramatized “damsel in
distress” implies humor and
creativity.

13. Customer Analysis
• Primary Market:
Age > 21

14. Customer Analysis
• Primary Market:
GEOGRAPHICAL

15. Customer Analysis
• Primary Market:
• Psychographic profile

16. Customer Analysis
• Primary Market:
• Socioeconomic profile and media habits

17. Customer Analysis
• Secondary Market:
Age > 21

18. Customer Analysis
• Secondary Market:
GEOGRAPHICAL

19. Customer Analysis
• Secondary Market:
• Psychographic profile
• Socioeconomic profile and media habits

20. SWOT Analysis
Strengths Weaknesses
Opportunities Threats

21. SWOT Analysis
Strengths
• Attendance (compared to
UNT)
• Experience
• Relevant topics
• Relatively Inexpensive Weaknesses
• Resources
• Access to facility
Opportunities Threats

22. SWOT Analysis
Strengths
• Attendance
• Experience
• Relevant topics Weaknesses
• Relatively
Inexpensive
• Resources
• Access to facility
Opportunities Threats

23. SWOT Analysis
Weaknesses
• Likeliness of poor turnout
Strengths • Low budget
• Attendance • Turnover of student
• Experience
• Relevant topics
helpers
• Relatively • Inconsistent schedule
Inexpensive
• Resources • Low attendance for this
• Access to facility conference
Opportunities Threats

24. SWOT Analysis
Strengths Weaknesses
•Attendance •Likeliness of poor
•Experience turnout
•Relevant topics •Low budget
•Relatively Inexpensive •Turnover of student
•Resources helpers
•Access to facility •Inconsistent schedule
•Low attendance for this
conference
Opportunities Threats

25. SWOT Analysis
Strengths Weaknesses
•Attendance •Likeliness of poor
•Experience turnout
•Relevant topics •Low budget
•Relatively Inexpensive •Turnover of student
•Resources helpers
•Access to facility •Inconsistent schedule
•Low attendance for this
Opportunities conference
• Hispanic Serving
Institution (HSI)
• Beautiful Texas Hill
Country Threats
• Weather conditions
• Large Hispanic
population
• Economic factors may be
less influential

26. SWOT Analysis
Strengths Weaknesses
• Attendance • Likeliness of poor turnout
• Experience • Low budget
• Relevant topics • Turnover of student helpers
• Relatively Inexpensive • Inconsistent schedule
• Resources • Low attendance for this
• Access to facility conference
Opportunities
• Hispanic Serving Institution
(HSI)
• Beautiful Texas Hill
Country
• Weather conditions Threats
• Large Hispanic population
• Economic factors may be
less influential

27. SWOT Analysis
Strengths Weaknesses
• Attendance • Likeliness of poor turnout
• Experience • Low budget
• Relevant topics • Turnover of student helpers
• Relatively Inexpensive • Inconsistent schedule
• Resources • Low attendance for this
• Access to facility conference
Threats
Opportunities • Travel delays due to
• Hispanic Serving Institution storms in other parts of
(HSI)
• Beautiful Texas Hill
the U.S
Country
• Weather conditions
• Related conference dates
•
• Large Hispanic population Unrelated conference
• Economic factors may be
less influential dates
• World economy

28. SWOT Analysis
Strengths Weaknesses
• Attendance • Likeliness of poor turnout
• Experience • Low budget
• Relevant topics • Turnover of student helpers
• Relatively Inexpensive • Inconsistent schedule
• Resources • Low attendance for this
• Access to facility conference
Opportunities Threats
• Hispanic Serving Institution • Travel delays due to storms
(HSI) in other parts of the U.S
• Beautiful Texas Hill • Related conference dates
Country • Unrelated conference dates
• Weather conditions • World economy
• Large Hispanic population
• Economic factors may be
less influential

29. POSITIONING STATEMENT
AND RATIONALE

30. Positioning Statement and Rationale
“ The 4th International Spanish-language and
Latino-oriented media conference serves as
a forum for educating and updating the
public on the latest research in Latino-based
media, for enabling networking for scholars
and media professionals alike, and for
creating exposure for the rich and dynamic
Latino culture.”

31. MARKETING AND IMC
OBJECTIVES

32. Marketing Objectives
• Generate high volume of paper submissions, at least fifty,
and research contributions prior to the conference.
• Increase attendance of the conference by at least 23%
(as compared to attendance in 2009).
• Further establish the conference as a resource for both
academics and professionals to network and stay up to
date with the state of Latino-oriented and Spanish-
speaking media.

33. IMC Objectives
• Newsletter campaign
• Social media strategic planning
• Proclaim the beauty of the area as a USP
• Convey the value of the conference to primary market
• Stress the importance of understanding a demographic
with such a high growth rate and market potential

34. OVERALL IMC PLAN

35. Media Media Media
Objectives Strategies Tactics
Distribute Utilize the Internet Create a Wikipedia
information about and social media to page for the
the conference via generate interest conference/ a
various forms of and disseminate Facebook page for
media information El Centro
Position the Create a flyer that
Create an image for conference as formal, represents the
the conference sophisticated, and positioning statement
consistent with the elegant all the while to be distributed in the
positioning statement maintaining a warm various print media
and welcoming air utilized
Enlist the assistance of
Generate interest in other organizations to
the conference among distribute information Email
relevant audiences to their members and
affiliates
Create awareness Broadcast announcements
Announce pertinent on KTSW 89.9, the Texas
about the State radio station, and print
conference
conference in the conference flyer in the
information via local University Star and the San
national and
media vehicles Marcos Daily Record
international markets newspapers

36. Creative - Objectives
• Create awareness about the conference online, among
campuses, and in the industry
• Generate buzz among media professionals and
academics
• Make information completely accessible to the target
market
• Establish the conference as a venue for cutting-edge
research and professional development
• Encourage paper submission and conference attendance

37. Creative Creative Creative
Objectives Strategies Tactics
Build online Use bold,
Generate
web bright vibrant
buzz
presence colors
Print campaign QR codes on
Make information with pertinent print materials for
information and
accessible incentives for fast access to
attendance website
Establish as venue Tagline:
for cutting-edge Build a cohesive
“Experience the
research/ network of target
professional pinnacle of
market
development progression.”
Encourage Make registration Colorful “call to
paper and paper
submission simple action” web
submission and
and user-friendly buttons
attendance

38. Creative Executions
• Flyer
• Website
• Brochure
• Press Release
• Wikipedia
• Social Media Strategic Plan

39. Social Media Strategy
Engage in
the
Community
Develop Monitor
Content and
Strategy Measure
Social
Media
Strategy

40. Sales Sales Sales
Promotion Promotion Promotion
Objectives Strategies Tactics
Entice people into Offer free lemonade
Create incentives for
approaching a ticket at the ticket sales
people to register for
sales booth with booth in the quad on
the conference
giveaways Texas State campus
Provide added benefits Provision of daily
Create incentives for for attendees through meals and
people to attend the meal service, price-off refreshments,
conference deal for lodging, and discounted hotel rates,
premiums and gift bags
Offer early bird
Offer a registration
Create incentives for registration for $200
discount for
people to submit if attendees register
conference
papers and/or submit before
attendees
a certain date
Offer discounts to sponsors:
Platinum Sponsor ($1,000+)
Create incentives for people Offer different levels of
Gold Sponsor ($500-$999)
to sponsor event sponsorship packages
Silver Sponsor ($250-$499)
Bronze Sponsor ($50-$249)

41. Sales Promotion – Sponsor Incentives
 Gold Sponsor ($500-$999)
A table for promoting their company/products/services
at the registration area of the conference
Logo on conference promotional poster
Banner display in the conference room
Logo on the conference program and website
Free registration for one person
 Silver Sponsor ($250-$499)
Logo on the conference program
Free registration for one person
 Bronze Sponsor ($50-$249)
Logo on the conference program
50% registration discount for one person

42. Public Public Public
Relations Relations Relations
Objectives Strategies Tactics
Create further
awareness by
To create awareness Publish conference
including conference
about the conference announcements in the
announcements in the
programs for the XXX
programs of related
conferences
Sell conference tickets at
Generate awareness by a booth located in the
To create awareness creating a presence quad at the Texas State
about the conference within the community via campus; lemonade will be
a public event handed out free of charge
to draw in passers-by
Submit a press release
Announce pertinent
To disseminate to the University Star
information about the
information relating to and the San Marcos
conference via local
conference events Daily Record
media
newspapers
To instill public interest
Publish positive
in the conference with
Create hype in the testimonials from one
the goal of increasing
community prior to the or two past conference
attendance by 23%
conference dates attendees in the press
compared to the 2009
release
conference

43. Public Public Public
Relations Relations Relations
Objectives Strategies Tactics
Promote the conference
Obtain attitudes
To develop a as a resource for both
about past academics and
positive public professionals to network
conferences to and stay up to date with
attitude toward
create positive the state of Latino-
the conference oriented and Spanish-
publicity speaking media

44. TOTAL PROPOSED
BUDGET

45. Budget Recommendations
• Overall Conference Budget: $100
• $100 for placing print advertisements (flyer) in
newspapers and broadcasting advertisements
• Conferences announcements, the press release, and
testimonials are free
• Human resources: utilize graduate students and interns
• Lemonade: Solicit donation from local restaurants or
campus dining services

46. Budget Recommendations
• Booth: Approach partnering campus organizations to
borrow booth and supplies
• Meals – Included in conference budget: covered by
registration fees, donations, and sponsors
• Hotel discounts: Covered by participating hotels
• Gift bags: Solicit donation from Texas State bookstore and
local grocery stores

47. QUESTIONS

48. Where Ideas Take Off…