Integrated Marketing Communication Plan

Integrated Marketing Communication Plan

Integrated Marketing Communication for The Home Depot in Hong Kong.  The plan targets women and men who are aged 20-30 years with a college diploma and are childless with or without a home. On the home depots, some researches have been done aiming at determining strengths, opportunities, threats, and weaknesses. This IMC market plan target audience noted above offers Home depot an opportunity towards capturing this generation of upcoming customers and also creates loyalty on the brands while at the early stages of buying the life cycle. The plan outlines the media, market, creative, direct marketing, sale promotion objectives, and public relation and also tactics required towards capturing the target audience hence making the plan successful.

Situation analysis

Home Depot is a marketing strategy which has many target audience. The population as a whole needs better retail services at home. A gap in terms of generation debt due to some aspect of students taking loans during schoolings. Between the age of 20-30 years, many individuals are educated up to college levels (Csikósová et al., 2014). Also, being many of them in the early ’20s don’t have children, is a significant aspect of discretionary income which they can use to meet their needs and able to list their wants concerning electronic goods. The audience targeted, most of the individuals have been homeless sometimes, and now they want to settle their households either with roommates in the college or individually. Many individuals here are purchasing items as they pursue their careers in the sense of settling up. This is the reason why Home Depot appeals to their group because they carry products viewed as essential to establish one’s home.        

The SWOT analysis applies to this plan. The Home Depot is easy to note strengths, which include awareness of the brand in which the audience targeted is aware of what it offers and are ready to trust the industry brands. The home depot one of the enormous opportunity is increased online and social media presence (Camilleri, 2018). This will reach the target market more effectively as compared to traditional channels. Mobile app increased awareness is a massive opportunity for the audience as they are likely to shop on mobile devices. The weakness of the Hope depot on the audience is brand differentiation, product recalls, and the presence of weak online issues.

Campaign objectives and strategies

Objectives- based on SWOT analysis are;

• within six months to increase sales by 20% among the target population
• raise awareness through educating the audience targeted
• increase the presence of social media through increasing frequency, improving the targeting of a specific audience
• Online purchase increase by 20% within six months
• increase mobile app use by 30% on the audience

Strategies- the following procedures are put in place to ensure the above objectives are in place;

• To increase the presence of social media-We plan to raise awareness on consumers of the brands via Twitter, Pinterest, Facebook, and Youtube. The audience targeted spend an estimated 20 hours a week on social media. On advertising frequency, we want to increase to influence the audience
• On improving The Home Depot online, we will use mobile apps to post pictures and also involve the users by sending messages.
• Also, we will give users offers which are exclusive via mobile apps for purchasing and using mobile devices.
• More interactions on advertisements will be increased for our audience

The strategies illustrated above will ensure the completion of marketing objectives in The Home Depot of growing sales within the audience.

Media objectives- the online sources use to advertise towards the target market, Reaching at least 75% of the audience more than three times a month, Increase the Home depot app use through mobile media within six months by 30%.

The strategy for achieving the media objective is that a part of the budget dedicated will go towards advertising to ensure that the information reaches the audience. 30% of the total budget will cater to aspects of mobile media, including online website sponsorships and social media. 25% of the budget will be used on traditional media, including TV, newspapers, and magazines.

Public relation strategies

Objectives; increased awareness to the audience targeted of project supplies, increased use of the Home Depot app by a minimum of 30%, raise more than $ 80,000 for Home Depot foundation

Strategy- involve customers from different parts of the country, and also other programs will come inboard with The Home Depot to raise money for the foundation.

Direct marketing plan

Objectives- ensure the audience is reached in specific cities and ensuring secure social media use such as Twitter is maintained. The strategy towards this is ensuring direct mails on invitations are made for reliable customers and primarily communicate through mobile apps.

Sales promotion

Objectives- increased mobile app downloads by providing online incentives to enable customers to download. The strategy towards this objective is that we will offer a 20% discount for the Home Depot mobile app, which is downloaded by the customer. Those who download the app will receive an automated message thanking them.

Measurement and Evaluation plan

The IMC plan objective is to increase sales through the mobile app to target a specific group of individuals.  We will conduct pre-testing as well as post-testing to evaluate how effectively we met our objectives and captured the target audience.

The Home Depot before the IMC plan begins will conduct a test analysis to capture people’s perceptions of brands. The tests done will be held at the end of 6 months. Social media will be watched at the beginning of the plan. Incentives will be provided for the completion of the surveys.

Six months IMC plan

This table shows the type of media which will be used in the Home Depot communications and indicates the number of months every kind of media to be used in Hong Kong. In the traditional media, different types of media, there will be used to build awareness on the Home Depot new brands where pictures for display and information about the brands will be identified. The use of social media is the most form of communication, which will be used mostly to increase awareness of brands where pictures and videos will be posted online. The outdoor media, mostly Mobile apps, will be used throughout the project to raise awareness of brands.

References

Camilleri, M. A. (2018). Integrated marketing communications. In Travel marketing, tourism        economics and the airline product (pp. 85-103). Springer, Cham.

Csikósová, A., Antošová, M., & Čulková, K. (2014). Strategy in direct and interactive marketing             and integrated marketing communications. Procedia-Social and Behavioral Sciences,   116(0), 1615-1619.