Problem
By keeping all the following in mind explain On-line publishing & distribution and Special Events
1. Is this a traditional or is this a new media tactic?
2. Is there an explanation as to how or why each recommended tactic accomplishes an objective or fulfills a strategy? Remember that the client is not always IMC savvy, so it is important to explicitly state how each tactic relates to objectives and strategies.
3. Is the recommendation sufficiently detailed? Besides explaining why, have you provided detail as to the number of times/how often you will implement this tactic? Have you explained what topics/messages are best suited for each tactic and/or if the messages are repeated, how they reinforce one another?
A. IMC Objectives
a. Awareness - Increase awareness of the product by 20-25% amongst school psychologists/behavioral therapists in the Bay Area by the end of 2022
b. Evaluation/Trial - Collect the data and feedback from the 20 units after the 6-month trial period to improve customer experience and product for the next iteration.
c. Adoption - Sell to 40 customers within the first two months after the trial ends.
B. IMC Strategy
a. Public Relations - set up a series of live demos and cold calls to schools and clinics in the Bay Area to increase the product awareness, knowledge, and coverage of the company
b. MarCom - leverage existing communications vehicles such as Linkedin to cost-effectively promote and raise awareness of value-add benefits of the product
c. Advertising - Use space advertising to reinforce corporate values; use digital and paper ads to highlight benefits and proven results of using the product.