Integrated Marketing Communications PlanJanneke Guenther, Tye Sanford, & Kaylee WellsB U A D 2 6 6BC Tree FruitsCherry Good Time Campaign
BC TREE FRUITSiYou three really “rocked” this project.Congratulations.I have little to add fromwhat we discussed in the class.Have a great summer.IMC Project - Written ReportBUAD-266Team:Mark:95%SectionDetailsWeight(varies)Earned(out of 10)Score(your mark)Layouttitle page, logo, TOC, headings, page #s,header/footers5945Executive SummaryKey points, conciseness51050Situation AppraisalIndustry, competitors, Tools & relevance,prior client promotion10880Target MarketSize, demographics, psychographics,income, segmentation109.595ObjectivesIssue, Marketing Objectives,communication objectives1010100CreativeTheme, appeals, execution - Rational51050Promotion MixMedia choices, rationale for each, how itworks in the overall objective, examples2010200Promotion PlanSchedule, start/end dates, costs,measurement tools1010100FinancialBudget breakdown51050Conclusion /recommendationsRationale for proposed action, futurepossible action(s)51050Appendix / ReferencesData tables, additional media samples51050Writing / Grammar /SpellingClear, concise, persuasive, professional10880TOTAL:Comments are in the document100950
BC TREE FRUITSiiEXECUTIVE SUMMARYAs one of the leaders in tree fruit packing and distribution in Western Canada,BC Tree Fruits is in search of ways to increase sales and produce a greater returnfor their growers. This integrated marketing communication plan contains adetailed outline to increase the sales of BC cherries in Alberta by 20% by the endof a six-week advertising campaign.The campaign called the Cherry Good Time campaign will follow an emotionalappeal method through the use of a well-liked spokesperson and the promotionof family fun and health. The campaign will consist of three main advertisingmediums including radio, in-store displays, and a social media photo contest.The radio advertisements will be recorded by Cole Hruska a well-known countrymusician from Calgary, Alberta, but who also has a summer home in thebeautiful Okanagan Valley. Cole will be an effective spokesperson as he canrelate to consumers and Calgary and also has close ties to the Okanagan.The Cherry Good Time campaign will encourage families to purchase BC TreeFruits cherries while increasing awareness for all BC Tree Fruits productsthroughout Alberta. The target market for this campaign consists predominantlyof young mothers, as they are the primary shoppers for most households.The campaign will be six weeks long starting on July 1 as this is the beginning ofcherry season and continue to the middle of August costing BC Tree Fruitsapproximately $50,000. Radio advertisements will inform people of both thesocial media photo contest and that cherries are now in season and available inlocal Sobeys grocery stores.The campaign will partner with Sobeys grocerystores due to similar values to healthy eating and place in-store displays in all ofSobeys’ 110 Alberta locations.