1. 1 Project Report – Integrated Marketing Communication
INTEGRATED MARKETING PLAN
PREPARED BY
Ritwik Jain
Nitin Verma
Prashant Bansal
Varun Bansal
Vidur Pandit
IMT Ghaziabad | PGDM DCP 2010 - 2012

2. 2 Project Report – Integrated Marketing Communication
Table of Contents
Introduction ................................................................................................................................................................................................................... 4
Goals and Strategies ...................................................................................................................................................................................................... 5
Primary and Target Audiences ....................................................................................................................................................................................... 6
Current IMC for Brand IMT ............................................................................................................................................................................................ 7
Facebook Page ........................................................................................................................................................................................................... 7
Twitter Page ............................................................................................................................................................................................................... 7
YouTube Video ........................................................................................................................................................................................................... 7
News Items and newspaper Articles.......................................................................................................................................................................... 7
Internal Brand Assessment Findings .............................................................................................................................................................................. 8
Opinions of the project group.................................................................................................................................................................................... 8
Features of IMT .......................................................................................................................................................................................................... 9
Benefits Identified from Features ............................................................................................................................................................................ 10
Primary Reasons for Choosing IMT .......................................................................................................................................................................... 11
What Students want from an MBA College ............................................................................................................................................................. 11
PROPOSED PLAN .......................................................................................................................................................................................................... 11
Creative Brief ........................................................................................................................................................................................................... 11
Objectives ................................................................................................................................................................................................................ 12
Target Audience ....................................................................................................................................................................................................... 12
Creative Brief ........................................................................................................................................................................................................... 12
Overall Tone and Style ............................................................................................................................................................................................. 13
Imagery .................................................................................................................................................................................................................... 13
IMT Ghaziabad | PGDM DCP 2010 - 2012

3. 3 Project Report – Integrated Marketing Communication
Brand Strategy Scorecard ........................................................................................................................................................................................ 14
Lead Generation Strategy Scorecard ....................................................................................................................................................................... 15
PR Strategy Scorecard .............................................................................................................................................................................................. 16
Social Media Plan ..................................................................................................................................................................................................... 17
Event Marketing Strategy Plan ................................................................................................................................................................................ 18
Internal Marketing Communications Plan ............................................................................................................................................................... 19
Marketing Communications Plan Budget ................................................................................................................................................................ 20
Marketing Communications Calendar ..................................................................................................................................................................... 20
References ................................................................................................................................................................................................................... 21
IMT Ghaziabad | PGDM DCP 2010 - 2012

4. 4 Project Report – Integrated Marketing Communication
Introduction
The purpose of the IMT Ghaziabad Integrated Marketing Plan is to increase the overall visibility and enhance the reputation of the
college. The hallmarks of the college are academic excellence, responsive student services, advanced technology, community and
industry partnerships, and workforce and economic development. IMT’s marketing efforts are meant to highlight the excellent
education and dynamic services it provides to the community, and ensure the college’s growth, prosperity and future.
Marketing should be recognized as a central, core operating principle of the college. According to the American Marketing
Association (AMA), marketing is “an organizational function and a set of processes for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
Within the above definition of marketing is an affirmation of an integrated approach to marketing which enhances the college’s
reputation. Integrated marketing means applying a variety of communication and marketing strategies and efforts from various
groups and/or departments across the college. Marketing has the goal of managing lifetime relationships in ways that benefit the
student/community member/donor and the institution.
The key to integrated marketing is shared goals across the college. All departments work to accomplish the College’s goals that
support the institutional vision. There should be a marketing dimension to all college plans, rather than marketing being solely one
department’s responsibility. The Office of Development, Marketing & Public Relations’ role is to coordinate and support marketing
resources and efforts. Decision-making regarding approaches to targeted marketing will be also made in consultation with the
Instructional Leadership Team. A timeline for creating fall and spring promotional campaigns is under development.
When resources are coordinated and communication is effective, the college can best serve its students and community. This
means everyone on campus is able to concisely articulate the college’s vision, which serves as the “beacon” as we work together to
develop, promote, and deliver IMT’s genuinely distinctive educational experience.
The college is making progress toward an integrated marketing approach. As a result, the college redesigned the college logo,
developed Visual Identity Standards and a Comprehensive Style Guide, completed a primary publications review resulting in a
process to redesign the college’s Web site.
IMT Ghaziabad | PGDM DCP 2010 - 2012

5. 5 Project Report – Integrated Marketing Communication
The need for marketing exceeds the marketing resources currently available. Therefore, the primary reason for developing this
integrated marketing plan is to maximize resources through improved coordination of efforts.
Goals and Strategies
The purpose of the IMT Integrated Marketing Plan is to increase visibility of the college through coordinated efforts and consistent
messaging, thereby enhancing the college’s reputation and helping to grow enrollment. These efforts also focus on recruiting new
students, retaining current students, communicating within the college community, and forging relationships with donors, alumni
and business partners.
IMT’s marketing goals and strategies are to:
Goal 1. Build the reputation of the college through broad messaging.
Strategy 1.1 Communicate effectively with the internal campus community (i.e. Students, faculty, staff) to build awareness
of events, activities, courses, programs and services
Strategy 1.2 Communicate effectively with the external community (i.e. businesses, donors, alumni, media, and
prospective students and their parents) to build awareness of events, activities, courses, programs and services
Goal 2. Increase enrollment and improved access through targeted marketing and promotion.
Strategy 2.1 Support college promotion of specific events, activities, courses, programs and services
Strategy 2.2 Support outreach efforts through development of materials and marketing expertise
IMT Ghaziabad | PGDM DCP 2010 - 2012

6. 6 Project Report – Integrated Marketing Communication
Goal 3. Support marketing decisions with evidence from stakeholder groups.
Strategy 3.1 Conduct on-going research studies to support marketing and outreach decisions
Strategy 3.2 Conduct behavioral research studies that identify market segments for target marketing efforts
Primary and Target Audiences
Marketing is most effective when its message is tailored to the audience the college wants to reach and in the medium that is most
appropriate. This method of honing in on specific groups with a message that is clear and useful to the recipients is called targeted
marketing.
Determining these targeted audiences, what motivates them and the message that is needed to create desired behavior (i.e.
registering for classes) is especially critical when a college has limited resources. “General publicity is helpful, but targeted
marketing is critical.”
General audiences are:
1. Students who live close to IMT, for whom IMT is the most convenient choice
2. Students in the larger geographic area who seek a great education at an affordable price
3. Parents and family decision makers
4. College graduates, looking at domestic as well as global exposure
5. Experienced professionals looking at executive courses
6. Working class executives looking at a Distance/Correspondence courses
7. Faculties wanting to earn a PhD through research studies
8. Corporates wanting to up-skill their employees through MDP’s
9. Exchange students
IMT Ghaziabad | PGDM DCP 2010 - 2012

7. 7 Project Report – Integrated Marketing Communication
Current IMC for Brand IMT
Facebook Page
a. Brief introduction about the Institute in form of Description, Mission, Awards & Products
b. Post Information, pictures and videos about various events that have been or are being organized at IMT, also a
dedicated pages for festivals
c. Photo Albums of current batch, orientation program, convocation, alumni meet etc.
d. Notes wherein alumni and visiting faculty shares their experiences at IMT
e. Open for anyone to write on Wall asking questions, giving comments and involving in discussions
Twitter Page
f. Brief introduction about the institute
g. Tweeting about the upcoming events and activities
h. Reaching out to people related to MBA education by allowing them to follow the page and by following certain relevant
pages of selective institutes and organizations
YouTube Video
i. A small video clip depicting snaps from student life and work culture at IMT
j. Message and Opinions of the Director
k. Stresses on distinctive strengths of IMT e.g. Foreign Students Exchange Program, practicality in learning and strategic
location
News Items and newspaper Articles
l. Information about opening of new campuses and distant learning centers
m. News about events and conclaves being held at the campus
n. Placements results and media coverage of Convocation
IMT Ghaziabad | PGDM DCP 2010 - 2012

8. 8 Project Report – Integrated Marketing Communication
Internal Brand Assessment Findings
Opinions of the project group
Top 6 descriptors of how the college should be portrayed
Student Academically Cost Welcoming
Professional Innovative
Centered Strong Effective Nature
Other descriptors deemed important but less critical:
Successful Diverse Transformational Exclusive Engaging Vibrant
IMT Ghaziabad | PGDM DCP 2010 - 2012

9. 9 Project Report – Integrated Marketing Communication
Features of IMT
Positive Negative
Heritage Infrastructure
Caring Small Campus Size
Successful
Affordable
Convenient
Ethical
Transfer Program
Good Placements
Diversity
Location
Experience Faculty
Global Exposure
Plethora of Courses
Corporate Exposure
IMT Ghaziabad | PGDM DCP 2010 - 2012

10. 10 Project Report – Integrated Marketing Communication
Benefits Identified from Features
Feel at Home
Student Corporate
Democracy Exposure
Learning & Increased
Development Confidence
Benefits
Student
Better Pay
Success
Increased Global
Participation Perspective
IMT Ghaziabad | PGDM DCP 2010 - 2012

11. 11 Project Report – Integrated Marketing Communication
What Students want from an MBA College Primary Reasons for Choosing IMT
Good placement record
Good faculty
Heritage
Corporate interaction
Projects/Internships
PROPOSED PLAN
Creative Brief
IMT Ghaziabad | PGDM DCP 2010 - 2012

12. 12 Project Report – Integrated Marketing Communication
Objectives
 Build its reputation for providing a great education at an affordable price
 Double digit placement package and single digit rank
 Attract new faculty and staff
 More global exposure
Target Audience
 Students who live close to IMT, for whom IMT is the most convenient choice
 Students in the larger geographic area who seek a great education at an affordable price
 Parents and family decision makers
 College graduates, looking at domestic as well as global exposure
 Experienced professionals looking at executive courses
 Working class executives looking at a Distance/Correspondence courses
 Faculties wanting to earn a PhD through research studies
 Corporates wanting to up-skill their employees through MDP’s
 Exchange students
Creative Brief
World class and cost effective educational opportunity
IMT Ghaziabad | PGDM DCP 2010 - 2012

13. 13 Project Report – Integrated Marketing Communication
Overall Tone and Style
Welcoming: - IMT is a place where people go out of their way to help each other, where diversity means an exchange of culture and experience,
and where ideas and experience are warmly embraced.
Professional:-It assures a student of a solid exchange of value. It must equip its students of corporate interaction to hone their professional
skills.
Inspirational:-Must encourage students to take advantage of what the college has to offer. This inspiration speaks both to the opportunities
available at IMT and beyond as well as recognizing the attaining a college education.
Convenient:-Convenience is more than the location. IMT materials must be easy to read and understand. Its course structure should help the
students through a better understanding. Its placement procedure should direct the student towards a prosperous career.
Imagery
IMT’s imagery in its ads should appear professional, engaging and collegiate. The image of IMT is of student achievement and academic
excellence: graduates attending lectures, students engaged in extracurricular activities, corporate seminars etc. IMT is also a diverse campus
with students from all over the world. It also should focus on its presence in other cities in India as well as Dubai. Finally photos of the campus
across locations should be used, both India and Dubai, especially post the completion of the new academic block at Ghaziabad.
IMT Ghaziabad | PGDM DCP 2010 - 2012

14. 14 Project Report – Integrated Marketing Communication
Brand Strategy Scorecard
Initiatives Metrics & KPI’s Goals Cost
Website Redesign # of visitors 10,000/month Rs. 1,50,000
# of web leads 250/month
# of applications downloaded 5000
Average time on site 2.5 mins/visit
Perception Surveys # survey responses 200 responses Rs. 50,000
Survey Results Establish benchmarks
Online Advertising % brand awareness 20% increased awareness Rs. 5,00,000
Total Rs. 7,00,000
Branding your website is more than looking good; it is communicating the value that you stand for, the unique personality of your
business in a world full of competition and mass-produced sites. A website cannot be treated as independent of your other
branding efforts. It needs to be a reflection of all other branding, marketing and advertising efforts. Our website messaging and
online marketing efforts should communicate valuable information that is useful to our students. The voice and tone of
communication should be in alignment with our students’ mindset. To get the most out of our communication efforts, there are
four essential elements all sites should include. They are: Clear and effective messaging, strong calls to action, stickiness factors
and social media integration. Color schemes, logo design, layout – our website should be designed with our target consumer in
mind.
Use a Brand Perception Survey to quickly understand how your brand is viewed in the market, what brand attributes are preferred
by customers, and to identify how your customers competitively position your products/services.
Benefits of Internet advertising – It reaches out to the masses, it is targeted advertising, it enables good conversion tracking, has
lower investments and can have a greater range. Our students who are primarily in their young 20’s are heavy users of the internet
and online advertising is a huge opportunity to targets this online community.
IMT Ghaziabad | PGDM DCP 2010 - 2012

15. 15 Project Report – Integrated Marketing Communication
Lead Generation Strategy Scorecard
Initiatives Metrics & KPI’s Goals Cost
Email Marketing # leads 100/month Rs. 3,00,000
CTR Average 5% CTR
Calling Campaign # of dials/day 50 dials/day/rep Rs. 7,00,000
# of visits generated 5 appointments daily
Webcast Series # of webcast attendees 200/event Rs. 2,00,000
# of leads generated 5 leads/event
Brochures/Prospectus # sent out TBD Rs. 6,00,000
# subscribed 1000/month Rs. 2,00,000
Total Rs. 20,00,000
No matter where you are or whom you need to reach, targeted emails pave the way. Borders are no obstacles in email marketing.
Costs incurred in designing, executing, testing, sending and receiving an email is up to 78% less for a run of 5000 over paper-based
direct mail version. When you add e-mail to your marketing mix, you spend less time, money and resources than with traditional
marketing vehicles like direct mail or print advertising. Email enables you to personalize and greet every person you target. This
helps in creating a special bond with the prospects.
Webcasts help us reach out to people who are not able to travel and attend seminars or programs. An on-demand version of your
event is automatically archived for availability to those who have missed it. Cut costs on many factors associated with in-person
meetings, such as travel, accommodations, and refreshments. By using online conferencing methods you can also save money on
long distance international calls.
Calling provides an effective way to perform relationship marketing. You can use the phone to stay in touch with existing
students/corporates. Allows for interaction and personal selling. You can immediately respond to feedback from prospects while
you're engaged in the sales process.
IMT Ghaziabad | PGDM DCP 2010 - 2012

16. 16 Project Report – Integrated Marketing Communication
PR Strategy Scorecard
Initiatives Metrics & KPI’s Goals Cost
Develop Key Contacts # journalists and editors 50 industry contacts Rs. 3,00,000
Press Releases # hits 1 release/month Rs. 5,00,000
# releases 20,000 hits/year
Key Note Speeches # of presentations 1 per quarter Rs. 5,00,000
Total Rs. 13,00,000
Press Releases are the most popular means of providing publicity online and offline. One sure-fire way to get IMT known is by using
press releases. A press release is written material that announces a news type event. Television networks, radio stations,
magazines, and newspapers as well as online resources will publish the announcement if your news story peaks interest.
The press release that gets published on one of the media outlets will have our website link provided within it. Those who have
reviewed our release and want more information will click through the link or check out the website. The more a prospect sees
IMT’s name being mentioned the more likely they will remember.
The press release can also help to get IMT more credibility. Prospects will start to see us as an expert in our field and think that we
should be the one to go to when they quality education.
IMT Ghaziabad | PGDM DCP 2010 - 2012

17. 17 Project Report – Integrated Marketing Communication
Social Media Plan
Initiatives Metrics & KPI’s Goals Cost
Implement Blog # blog postings 5 postings/month Rs. 2,00,000
Twitter # of followers 500 by year end Rs. 2,00,000
Facebook # of fans 500 by year end Rs. 5,00,000
Article Marketing # of articles syndicated 1 article/month Rs. 2,00,000
Total Rs. 11,00,000
Social media is the new age communication tool and more youngsters are now taking up this activity than ever before. Social
media is a great tool to reach targeted audience in the fastest way possible. It as well enhances the reputation of the institute as a
world name. This is why any full educational institute requires constant Social media presence to be seeable online. Scholarly
persons are the most frequent users of the Cyberspace.
When they are essaying institutes to see at a higher grade, or subject fields that aren’t available in their country, they seek
information considering such subjects online. Peer reviews are highly valued while deciding to join a certain MBA college and it is
essential for IMT to have presence in all such forums like Pagalguy.com, Facebook, and Twitter etc. It can also provide a cost
effective way for IMT to interact with prospective students, announce events and draw participation from the student community.
IMT Ghaziabad | PGDM DCP 2010 - 2012

18. 18 Project Report – Integrated Marketing Communication
Event Marketing Strategy Plan
Events When Value Additions Cost
IMT Initiated Competitions As and when required Brand awareness Rs. 10,00,000
Generate Leads
Brand Building
Incentives for students
External Competitions As and when required Brand awareness Rs. 15,00,000
Generate Leads
Brand Building
Incentives for students
CSR Events As and when required Brand Building Rs. 5,00,000
Community Development
Alumni Events Every year end Connection with Alumni Rs. 5,00,000
Good Will
Total Rs. 35,00,000
Event marketing can be accomplished in two ways, either as a participant or as a sponsor. There is no limit to the different ways
that event marketing can increase awareness about IMT and introduce prospects to the advantages of partnering with IMT.
Event marketing activity can be held locally or on a national forum. Both activities can bring new prospects, and in some cases
demonstrate goodwill, which can make a favorable impression and impart a positive image for IMT. The advantage of event
marketing is to move from the one-on-one basis of selling to group selling. Events offer a more personalized and customized
message to the audience. Events like competitions, cultural shows and corporate events are a good platform to highlight student
potential, academic ability and corporate readiness of IMT’s students.
IMT Ghaziabad | PGDM DCP 2010 - 2012

19. 19 Project Report – Integrated Marketing Communication
Internal Marketing Communications Plan
Communication Type Frequency Delivery Method
Corporate Events & News Monthly Report Email
Intranet
Internet
Posters
Policy and Procedure Changes As and when required Email
Intranet
Internet
Posters
Meetings
Product Launches As and when required Email
Intranet
Internet
Posters
Meetings
Personnel Changes As and when required Email
Notices
Industry and Competitors News Weekly Report Email
Notices
Corporate Performance Reports Monthly Report Emails
Notices
Press and Blog Mentions Monthly Report Emails
IMT Ghaziabad | PGDM DCP 2010 - 2012

20. 20 Project Report – Integrated Marketing Communication
Marketing Communications Plan Budget
Overall Budget Break-Up
8%
Brand Strategy
41% 23% Lead Generation
PR
13% 15%
Social Media
Event Marketing
Marketing Communications Calendar
IMT Ghaziabad | PGDM DCP 2010 - 2012

21. 21 Project Report – Integrated Marketing Communication
References
www.wikipedia.com
www.google.com
www.mbauniverse.com
www.pagalguy.com
www.managementparadise.com
www.quickmba.com
www.marketingplan.net
www.smallbiztrendz.com
www.bizammo.com
www.scribd.com
www.slideshare.net
www.jempp.com
www.selfseo.com
www.polkatimesnewspaper.com
www.demandmetric.com
IMT Ghaziabad | PGDM DCP 2010 - 2012