INDIVIDUAL MARKETING COMMUNICATIONS PLAN

Full Answer Section

     

• • Look for trendy and brand-conscious clothing and footwear.
  • Active on social media and follow influencers for style inspiration.

Campaign Objective:

• Increase brand awareness and positive brand perception among parents and teenagers.
• Drive sales of adidas Originals and Performance products for the back-to-school season.
• Position adidas as the go-to brand for stylish, comfortable, and sustainable back-to-school essentials.

IMC Tools and Rationale:

• Digital Marketing:
  • Social Media Marketing:
    • Partner with family and parenting influencers to create engaging content showcasing stylish and durable adidas back-to-school outfit ideas. (Social Proof Theory)
    • Utilize interactive features like polls and quizzes to help parents choose the right backpacks and footwear for their children. (Elaboration Likelihood Model)
    • Launch a branded hashtag challenge encouraging parents and teens to share their back-to-school style using adidas products. (Bandwagon Effect)
    • Partner with educational platforms and back-to-school shopping groups to promote adidas products.
  • Search Engine Marketing (SEM):
    • Implement targeted search engine advertising campaigns using relevant keywords related to back-to-school shopping, kids' clothing and footwear, and sustainable brands.
    • Optimize product pages and landing pages with relevant keywords to ensure adidas products appear in search results.
  • Content Marketing:
    • Develop blog posts and articles offering tips for back-to-school shopping, highlighting the importance of comfort, durability, and sustainability in kids' clothing and footwear.
    • Create engaging video content showcasing the back-to-school product line and its features, such as durability tests and sustainability initiatives.
• Public Relations:
  • Partner with educational institutions to offer discounts or promotions for students and teachers purchasing adidas back-to-school essentials. (Community Involvement)
  • Issue press releases announcing new back-to-school product launches and collaborations with relevant brands or athletes.
  • Secure media placements in parenting magazines and online publications to generate positive brand coverage.
• Experiential Marketing:
  • Host pop-up shops in key shopping centers offering interactive experiences where families can try on and personalize adidas back-to-school products. (Sensory Marketing)
  • Partner with local schools or community centers to organize events with giveaways and activities promoting the adidas back-to-school collection.
• Traditional Media:
  • Consider limited television commercials during programs relevant to families and back-to-school shopping. (Classical Conditioning)
  • Utilize targeted print advertising placements in family magazines and local newspapers during the back-to-school shopping season.

Evaluation and Measurement:

• Monitor website traffic, social media engagement metrics (likes, comments, shares), and influencer campaign performance.
• Track sales data to measure the impact of the campaign on back-to-school product sales across various channels (online and in-store).
• Analyze brand sentiment through social media listening tools and online reviews to gauge brand perception.
• Conduct surveys among parents after the campaign period to gather feedback on brand awareness and purchase decisions.

Budget Allocation:

• Digital Marketing: 55% (highest allocation due to the target audience's digital habits)
• Public Relations: 20%
• Experiential Marketing: 15%
• Traditional Media: 10%

Timeline:

• Pre-Campaign (May-June): Develop campaign materials, secure partnerships with influencers and media outlets, launch social media teasers.
• Campaign Period (July-September): Execute all marketing activities, monitor performance, and make adjustments as needed.
• Post-Campaign (October): Analyze results, gather feedback, and develop a post-campaign report.

Conclusion: This integrated marketing communication plan aims to leverage a strategic mix of digital, social, experiential, and traditional media channels to reach both parents and teenagers during the crucial back-to-school shopping season. By focusing on stylish, comfortable, and sustainable products, adidas can effectively position itself as the preferred brand for families seeking quality back-to-school essentials.  

Sample Answer

     

Target Audience:

• Primary: Gen Z and Millennial parents (25-45 years old) with children aged 5-18 years old.
  • Interested in stylish and functional back-to-school apparel and footwear for their children.
  • Value comfort, durability, and sustainability in their purchasing decisions.
  • Active on social media and influenced by online trends and recommendations.
• Secondary: Teenagers (13-18 years old) who have a say in their back-to-school shopping choices.