All media must be ready to go by the August 1 launch date because August is our

All media must be ready to go by the august 1 launch

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All media must be ready to go by the August 1 launch date because August is our first 20-day interval of the integrated marketing “blitz” as students start preparing to go back to school. The second integrated marketing blitz will occur in October. Print media : The graphic designer requires time to create the poster and postcard designs and consult with LAMS and Langara to ensure that branding is consistent with the College’s other media. Printing can take a week or two, depending on printing press availability and delivery, so print media development starts earliest. Social media ads and video ad : Once the print designs are approved (but before printing occurs), the digital designers will take elements from print media designs and start building the banner and video ads. Before the August 1 launch date, LAMS bloggers can tease prospective students with “coming soon” messages to build up excitement. Once the marketing campaign starts on August 1, the digital ads are timed to build up to the new-student orientation at the end of August. The second blitz of ads will coincide with the autumn program fair events. Throughout the marketing campaign, bloggers will post stories regularly to keep things fresh and new for prospective students. Events : Langara decides the dates of the 4-day new-student orientation at the end of August. The College also determines the date for the October program fair in the A-Building. Local high schools will have their own schedules for college fair days. 10. Budget Refer to Appendix 2, LAMS IMC Budget 2018, for tabled costs. Also refer to Appendix 1, LAMS IMC Blocking Chart 2018, for the timing of events. Because most youth are connected to the Internet and conduct most of their activities on smartphones these days, we have allocated the the majority (~71%) of the budget to digital and video media, as is seen in the pie charts below. The total budget is approximately $17,500 . Lucky 7s: Langara College, Latin American Studies Marketing Strategy 6
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MARK2400 Integrated Marketing Communications Lucky 7s: Langara College, Latin American Studies Marketing Strategy 7
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MARK2400 Integrated Marketing Communications Budget justification Print Media We will hire an external senior graphic designer on contract at $100/hour (includes time, mileage for consultation at Langara, office costs; capped at $900 per project). We will provide the designer with written copy and art direction. Copyright-free images will be used to save on costs. Designer will ensure that both print-ready and web-ready files for posters and postcards are delivered on time. Posters : These will be printed at 3 different sizes using 4-colour printing at $1 per poster. Three different designs will be made, and a total of 400 posters will be printed. We will display the posters in the four buildings most frequented by students: A,C, Library, and T.
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