Designing a Comprehensive Integrated Marketing Communication Plan

for a Product Launch

 Table of Contents
Introduction................................................................................................................................3

Marketing Channels Evaluation for Acquiring the Communication Objectives.......................3

Definition of Marketing Communications.............................................................................3

Marketing Communication Channels....................................................................................3

The purpose of the marketing communications mix..............................................................4

The Role of Marketing Communication....................................................................................4

Communication Objectives Setting..........................................................................................10

The role of Budgeting and scheduling in IMC.........................................................................13

Channel Selection and Integration...........................................................................................14

Making a Schedule and Communications plan....................................................................14

Addressing the Appropriate Channel Selection with Rationale...........................................15

Create Content for a Marketing Channel for Meeting the Specified Communication
Objectives.............................................................................................................................16

Applying the Methods of monitoring and evaluating integrated marketing communications

plan (IMC) with acquiring ROI................................................................................................19

Importance of monitoring integrated marketing communications plan...............................19

Methods for Acquiring ROI.................................................................................................21

Key Performance Indicators (KPIs).............................................................................21

Customer Feedback and Surveys..................................................................................21

A/B Testing......................................................................................................................21

Analytics Tools................................................................................................................22

ROI Calculation.............................................................................................................22

Recommendation for Improving Marketing Communication and Business Objectives.....22

Conclusion................................................................................................................................23

References................................................................................................................................25

Page | 2
Introduction
This study will comprehensively address the integrated marketing communication (IMC) plan
and its various components. We will discuss the necessary marketing message mix for the
introduction of the new product. The study will also address the speaking techniques that will
be used to achieve the communication objectives. Furthermore, it is essential to have a
comprehensive understanding of how to effectively present a business product by employing
Integrated Marketing Communications (IMC) strategies. The study project will provide a
comprehensive analysis of business communication principles and communication planning
methodologies. This demonstration aims to showcase different approaches to monitoring
Integrated Marketing Communications (IMC) specifically for green innovations.
Additionally, it will illustrate the many phases of the marketing plan employed to introduce
the new products. The paper will highlight the significance of Integrated Marketing
Communications (IMC) and its potential impact on the introduction of new products.
Additionally, it will encompass the principles and intricacies of Integrated Marketing
Communications (IMC) specifically for the commercial activities of Green Innovations.
Overall, the study will aid in developing a comprehensive marketing strategy for the next
product launch.

Marketing Channels Evaluation for Acquiring the Communication

Objectives
Definition of Marketing Communications
Marketing communication (MarCom) is a fundamental and complex component of any
marketing campaign. Marketing communications (MarCom) encompass all messages and
channels employed to engage consumers. Marketing communication include all forms of
advertising, direct mail, branding, packaging, website content, public relations, sales
presentations, sponsorships, trade show participation, and further promotional activities.
Multiple strategies are necessary to develop marketing communications for new Green
Innovations products such as EcoSip. The objectives of marketing communication are dual.
One objective is to minimize the duration required to finalize a sale, while the other is to
enhance product demand and customer happiness.

Page | 3
Marketing Communication Channels
Green Innovations will soon offer an environmentally friendly device that will enhance
global safety. The success of this event depends on the company's capacity to efficiently
utilize earned, bought, and controlled media, among other strategies, to market itself. Their
paid media plan will include advertising on Google and social media platforms, search engine
optimization, email blasts, and influencer marketing. We will incorporate many elements
such as websites, blogs, content marketing, social media posts, networking with influential
persons, and search engine rankings into the company's paid media plan. Green Innovations
will implement a marketing strategy that includes the creation of its own website, blog, and
social media profiles (Verhoef et al., 2015). One type of managed media that the firm may
utilize is fully controlled websites. Furthermore, chat rooms may also be included among
blogs, webpages, and applications. Effectively leveraging these marketing communication
platforms will enable Green Innovations to promote its new product.

The purpose of the marketing communications mix

The marketing mix would be incomplete without communication as a tool for disseminating
information. Advertisements, public relations, and other marketing tools can help businesses
position their offerings. This set-up allows companies to try to reach the correct people with
consistent messaging in all of their ads. Promoting and marketing the "EcoSip" product
launch by Green Innovations is crucial. To advertise the goods, we will employ direct
marketing, social media, PR, and paid media (Marketingdonut Online Marketing, n.d.). To
market the new product, make new friends, and pique curiosity, try any of these strategies. If
you promote and sell EcoSip, it will gain recognition and popularity. With the use of direct
marketing and social media, many companies can have one-on-one conversations with their
clients. Thereafter, they might deliver customers material that is both more relevant and
interesting to them. Using these methods, Green Innovations will be able to sell EcoSip more
effectively, setting the company up for success.

Page | 4
The Role of Marketing Communication
1. Building Brand Awareness Attracting and maintaining marketing attention for your
organization relies on effective communication. Get the
word out about EcoSip and all the great things it can do
for the environment. You can accomplish this goal by
utilizing influencer marketing, social media, public
relations, and commercials. Commercials display the
same way across all platforms. Reaching out to the right
people can help Green Innovations remind them about
EcoSip.
2. Educating the Target Business buyers should be familiar with EcoSip.
Audience Provide extensive details regarding the product's
advantages and how it impacts the environment. Some
great platforms for sharing instructional material
include email, video, blogs, and social media. Through
open and honest conversation, people can gain a greater
grasp of how EcoSip impacts their daily lives.
3. Generating Interest and The goal of marketers when they talk about brands is to
Engagement make sales. Interesting material, enthralling social
media posts, and ads could boost EcoSip. Persuasive
direct marketing materials, like handwritten letters, urge
people to discover more about a product.
4. Building Brand Credibility EcoSip's reputation and trustworthiness are built on
and Trust public relations. Green Innovations might bolster their
reputation by partnering with prominent figures and
respected health and environmental publications.
People have more faith in a company when they see
that it cares about things like quality, the environment,
and maintaining open lines of communication.
5. Getting the customer to act Shopping, magazine subscriptions, and social media
engagement are all highly encouraged. This is the main
goal of marketing communication. Promotions, targeted
advertising, and search engine optimization (SEO) are

Page | 5
 all examples of marketing communication strategies
that aim to motivate people to do something. Green
Innovations can convince people to buy EcoSip by
explaining why it's a good idea and what advantages it
offers.
6. Making feedback and Customer feedback is essential for marketing
improvement easier interaction to be improved over time (McCarthy et al.,
2017). Green Innovations might find out a lot about its
customers' tastes through surveys, social media, and in-
person chats. By listening to customer input, EcoSip
can improve their products and find new ways to
promote them. This aids the company in meeting
customer demands and staying competitive in the
market.
Table 1: Role of Communication

(Source: self-made)

Imaginative Strategies of the Communication Mix

Green Innovations can more efficiently spread the news about their new reusable water bottle
by contacting businesses in new and creative ways. A fresh addition to the company's
marketing mix can have a significant impact on how it markets. One innovative method to
connect with local clients and boost sales is through Facebook adverts (Rust & Huang, 2014).
As proponents of direct marketing, we believe that visiting prospective clients in person gives
the sales process a more human touch. These original concepts not only facilitate novel forms
of communication, but they may also facilitate the successful launch of Green Innovations'
new product.

Comparing How Different Marketing Channels Serve Communication Objectives as

Part of a Marketing Strategy

Advertising vs. Public Relations (PR):

Both advertising and public relations (PR) are vital parts of any business plan, yet they
accomplish different goals in terms of communication. Many other types of media, such as

Page | 6
digital, radio, and print, disseminate sponsored advertisements (Smart Insights Resources,
n.d.). With its precise scheduling and messaging controls, you can be sure that your audience
will be reached consistently. Instantaneous increases in both brand recognition and sales can
be achieved through advertising, particularly when the messaging is clear and engaging.
Conversely, public relations focuses on managing public perception of a brand through
unpaid means such as events, press releases, and media coverage (Solomon & Tuten, 2018).
Public relations employs earned media to bolster credibility because it is seen as an
endorsement from an outside source. In many cases, this is the most cost-effective way to
build trust and confidence over time. Whether you're launching a new product or dealing with
a crisis, public relations is your best bet for managing your reputation and establishing a
positive image for your brand.

Social Media vs. Direct Marketing:

Despite their differences, direct marketing and social media both allow for one-on-one
interactions with consumers. With the help of social media platforms like Facebook,
Instagram, and LinkedIn, businesses can engage with their customers in real-time, share
content, and build a community around their brand all at a low cost (Lemon & Verhoef,
2016). Through influencer partnerships and viral content, social media is great at expanding
audiences, boosting engagement, and strengthening brand loyalty. In contrast, direct
marketing makes use of one-on-one interactions by direct mail, phone, or email (Lemon &
Verhoef, 2016). Instantaneous replies and quantifiable outcomes are driven by this channel's
ability to allow highly tailored message that is suitable for specific customer segments. The
three main goals of direct marketing are lead nurturing, increased repeat business, and the
distribution of targeted promotions to certain demographics of consumers.

Content Marketing vs. Partnerships and Sponsorships:

Content marketing uses blogs, articles, and videos to attract and retain readers (Kotler &
Keller, 2016). It builds credibility, trust, and organic traffic using SEO-friendly content to
educate and create brand authority over time. You can sponsor and cooperate with other
firms, groups, and events to reach more people (Kotler & Keller, 2016). This method boosts
brand awareness and reputation by partnering with trustworthy organizations. Strategic
alliances and sponsorships can generate new customers, boost brand credibility, and start
joint marketing efforts.

Page | 7
Communication Objectives

Smart Communication Objectives

Objective Specific Measurabl Achievable Relevant Time-

e bound

Increase Increase 20% Leverage Crucial for Within

Brand EcoSip brand increase in social media establishing a 3
Awareness awareness in brand ads, strong market months
the eco-friendly recognition influencers, presence. .
market. . and SEO.

Generate Generate Obtain Use Builds a Within

Leads qualified leads 5,000 leads. targeted potential 6
from digital email customer base months
marketing campaigns for sales. .
efforts. and lead
magnets.

Enhance Drive traffic to Increase Implement Increases Within

Website the EcoSip traffic by SEO online 4
Traffic website using 50%. strategies visibility and months
marketing and paid user .
channels. advertising. engagement.

Boost Social Increase 30% Post Builds a loyal Within

Media engagement on increase in engaging social media 3
Engagement Instagram, likes, content and community. months
Facebook, and shares, interact .
Twitter. comments. with
followers
regularly.

Improve Convert Achieve a Optimize Drives higher Within

Conversion website visitors 15% the user sales and 6

Page | 8
Rates into customers. conversion experience revenue. months
rate. and .
purchasing
process.

Establish Gain coverage Secure 10 Use PR Builds Within

Media in media campaigns credibility and 3
Coverage environmental placements and press a wider reach. months
and health . releases. .
publications.

Build Collaborate Work with Identify Increases Within

Influencer with eco- 15 influencers reach and 4
Partnership friendly influencers aligned with brand months
s influencers to (10k+ brand credibility. .
promote followers). values.
EcoSip.

Increase Grow the Increase Use sign-up Strengthens Within

Email EcoSip email subscribers incentives direct 5
Subscribers subscription by 40%. and communicatio months
list for updates compelling n with .
and email potential
promotions. content. customers.

Enhance Engage 25% Use direct Builds Within

Customer customers with increase in marketing customer 3
Engagement personalized interaction and loyalty and months
content and s personalize satisfaction. .
communication (feedback, d emails.
. queries).

Increase Boost sales Achieve Use Essential for Within

Sales revenue $100,000 in promotions, financial 6
Revenue through sales discounts, success of the months
strategic revenue. and product. .

Page | 9
 campaigns. bundled
offers.

Table 2: Smart Communication Objectives

Developing an Integrated Marketing Communication Plan for acquiring the

Communication Objectives

Integrated Marketing Communication Plan

Communication Planning Process

EcoSip for Green Innovations helped the communication planning process to find the
necessary criteria for a successful integrated marketing communication (IMC) plan, therefore
included various important components. The company must first decide which products it
wants to sell in order to guarantee the fit of the words for every item and their intended
audience. The next phase should consist in defining certain goals for corporate
communication. Two other possible contributing elements could be improving brand
awareness and increasing the database leads count of a corporation (Jones, 2019).
Furthermore, it implies stressing the EcoSip product’s ecological sustainability and benefits.
Making ensuring all messaging and communication tools are consistent and logical is
absolutely vital while putting a plan into effect. Website visit data and brand knowledge polls
can help to assess and improve the effectiveness of the approach. Green Innovations can help
EcoSip reach its stated objectives in the communication planning by using this strategy.

Situational Analysis

In order to ascertain the market’s current state and the product’s position, Green Innovations
must conduct a situational analysis prior to launching EcoSip for sale. It entails an assessment
of the business environment, which includes the analysis of competition, customers, changes
and trends, and strengths and weaknesses. In order to integrate this perspective, Green
Innovations should evaluate its product development tools, sales force, and manufacturing
tools (Hubspot Resources, n.d.). Custom marketing strategies regarding a specific
demographic cannot be exclusively predicated on demographic and psychological data.

Page | 10
Analysis of competitors’ offerings and marketing strategies may provide an advantage.
EcoSip’s market scale may be influenced by government regulations and environmental
trends. Green Innovations can effectively launch EcoSip by developing a comprehensive
scenario analysis that includes a robust marketing communication strategy that targets their
target consumers.

Communication Objectives Setting

Green Innovations has established SMART communication goals to increase market share,
internet presence, sales, new clients, social media followers, brand image, and store openings.
Having extra marketing objectives may motivate the local business to think of more creative
solutions (Hooley et al., 2020). Some of the new goals include working with environmental
groups, improving customer service channels, raising brand recognition and loyalty,
conducting targeted marketing campaigns, becoming involved in the community, and using
market research to inform product development. Green Innovations has the potential to
strengthen its market position and broaden its eco-friendly product line by revising and
adding marketing objectives.

 Getting the business to be worth more

 Putting together a brand image
 Making increased money

Integrating Communication Objectives

Product Lifecycle and Integration

Green Innovations must connect its communication objectives with its company goals,
marketing strategy, and product process phases to promote EcoSip. Green Innovations must
balance business goals like making more money and growing the market with communication
goals like brand awareness, customer trust, and focused marketing campaigns to move
products through the lifecycle. Marketing supports the company’s strategic goals with this
integrated strategy (Heinonen & Strandvik, 2021). This will boost EcoSip’s market entrance
and expansion in coming years. To achieve the SMART communication objectives outlined
for Green Innovations, several strategic approaches can be employed. These objectives aim to
increase market share, boost sales, attract new consumers, grow social media followers,

Page | 11
enhance brand image, establish a robust online presence, and facilitate store openings. Each
strategy will align with the integrated marketing communication (IMC) plan and leverage
various marketing channels effectively.

Increase Market Share Green Innovations has to implement a comprehensive digital

and Sales: marketing plan if it wants to raise its sales by 12% and its
market share by 10%. Ads on social media and search
engines like Google will get the word out about EcoSip to a
wide audience (Heinonen & Strandvik, 2021). To increase
EcoSip’s organic traffic, search engine optimization (SEO) is
essential; to nurture leads and encourage conversions,
focused email marketing campaigns are essential (Hackley &
Hackley, 2017). Influencer collaborations can increase the
product’s legitimacy and visibility, which in turn helps
attract niche audiences that prioritize sustainability.
Attract New Business require a strong social media plan if you want to reach
Consumers and Grow new customers and get 100,000 followers in six months. To
Social Media maintain an engaged and informed audience, it is recommended
Followers: to post instructive and entertaining content on social media sites
such as Instagram, Facebook, and Twitter on a regular basis
(Hackley & Hackley, 2017). Polls, question and answer sessions,
and user-generated content campaigns are interactive features
that can increase engagement. You can reach more people by
advertising on social media to those who are interested in eco-
friendly items. EcoSip can increase the number of people who
follow eco-conscious influencers by forming partnerships with
them.
Enhance Brand Image Content marketing is essential to building a strong brand image
and Online Presence: and establishing a robust online presence. Green Innovations
should routinely release instructional media such as films,
infographics, and blog articles that promote the use of
environmentally friendly products and the results of reducing
plastic waste. In order to get visitors from search engines, these
pieces of content should be SEO-optimized. In order to make

Page | 12
 purchases on the website as easy as pie, it needs an e-commerce
platform and user-friendly navigation. Keeping customers up-to-
date on product launches, sustainability initiatives, and special
deals is easy with an email newsletter campaign (Groucutt &
Hopkins, 2015).
Table 3: Strategy table

(Source: self-made)

Marketing Strategy and Integration

Researchers must do a market analysis for Green Innovations' new product in order to assist
its sale. Extensive market research allows a company to gain significant insights into
customer preferences, competition strategies, and industry trends. This enables Green
Innovations to ensure that its marketing initiatives efficiently reach its communication goals.
Advertisements can successfully target a big audience and exactly reach the desired target
market by leveraging digital marketing solutions (DigitalMarketer Resources, n.d.). This
strategy enables your marketing to reach a wide range of potential buyers across multiple
market sectors. Setting communication goals, such as a 12% rise in sales and a 10% increase
in market share, improves the effectiveness of the marketing plan. Once these objectives are
established, Green Innovations can concentrate on ways to expand sales and market share.
Implementing digital marketing methods that effectively highlight the major characteristics of
a new product has the potential to increase sales and demand. This helps the firm identify and
reach out to potential clients. They have the opportunity to increase their market share using
this strategy.

A solid online presence and reputation are prerequisites for this type of advertising. Green
Innovations is able to successfully communicate with its intended demographic by
conducting extensive market research. Marketing using search engines, social media, and
email might help the organization spread its values. This boosts the brand's credibility and
visibility in a crowded marketplace. Success in the long run is guaranteed by the marketing
strategy, which accomplishes communication goals while also expanding the business and the
market. Green Innovations might make the most of the introduction of its new product and
define its goals with the help of digital marketing and market research technologies.

Business Objectives and Integration

Page | 13
At its core, Green Innovations' growth plan is based on business goals, which reveal to the
company how to increase its operations and revenue. With well-defined objectives in place,
the company is well-positioned for both short- and long-term success. Increasing revenue and
expanding Green Innovations' brand recognition are two of the company's primary objectives.
These objectives, such as boosting sales and capturing 10% of the market, are very congruent
with the communication goals. This improves the compatibility of corporate objectives and
communication strategies. Green Innovations is able to achieve both its short-term and long-
term growth objectives by integrating its communication and business strategies.

The role of Budgeting and scheduling in IMC

Budget Allocation Amount (£)
Digital marketing Cost 25000
Content Marketing Cost 15,000
Email marketing cost 5,000
Another maintenance cost 5,000
Total 50,000
Table 4: Budgeting and scheduling in IMC

(Source: Self-developed)

The importance of the budget and schedule divide in the field of Integrated Marketing
Communication (IMC) was identified by Green Innovations. Launching a new product on a
£50,000 budget requires careful planning to make the most of available resources. The
majority of the budget, £25,000, is allocated to digital marketing. Next in line is content
marketing, which receives fifteen grand. To ensure that Green Innovations' advertising
campaigns remain effective, a sum of £5,000 has been reserved for maintenance expenses.
The goal of this budget allocation is to reduce expenditure and sidestep the additional
expenses associated with marketing communication initiatives. Careful budgeting is essential
if Green Innovations is to maximize the effectiveness of its integrated marketing
communications (IMC) tactics in advertising the water bottle. In order to obtain a clear view
of how things are going, the budget area needs to be monitored continuously. To ensure it is
making prudent judgments and adjusting its plans to align with actual expenditure as opposed
to anticipated spending, the company reviews its budget cash flow monthly. Green
Innovations diligently analyses its budget in order to get the most of it. Making prudent use
of resources and a smooth launch of the new product are both ensured by this.

Page | 14
Channel Selection and Integration
Making a Schedule and Communications plan
To ensure the smooth launch of their new product, "EcoSip," Green Innovations may create
an exhaustive schedule and communication plan for numerous channels of product
promotion. Advertising, public relations, internet marketing, sales promotion, audio media,
branding, financing, and product placement are just a few of the many tactics used in this
intricate approach to maximize attention and participation. Digital resources such as websites,
blogs, videos, podcasts, multimedia news releases, and Twitter feeds will be utilized by the
corporation to disseminate information about the new product and maintain interest among
potential buyers. Green Innovations aims to increase awareness of EcoSip and its benefits by
utilizing these various communication channels. Additionally, they plan to retain consumers'
interest by providing them with personalized texts through various channels. This astute
combination of conventional and digital marketing tactics demonstrates that the organization
is intent on launching a campaign that resonates with its target demographic and yields
tangible results.

Addressing the Appropriate Channel Selection with Rationale

When it comes to marketing, Green Innovations needs to be strategic about the channels it
employs to reach its target audience. The business plans to invest heavily (£20,000 for digital
marketing and £11,100 for content marketing) in order to reach a large audience with targeted
messages. In order to capture the interest and involvement of the intended audience, digital
tools such as films, podcasts, blogs, multimedia news reporting, and social media are
carefully considered. Given the widespread use of electronic information, this choice is
rational. There are a lot of internet spaces where Green Innovations can spread the word
about EcoSip and its narrative. To emphasize the significance of having direct conversations
with prospective clients, £4,000 worth of email marketing was incorporated. This further
enhances the efficacy of the channel selection technique as a whole.

Page | 15
Create Content for a Marketing Channel for Meeting the Specified Communication
Objectives
Appropriate Design and Content

Appropriate Marketing Channel

Figure 1: Appropriate Marketing Channel

(Source: Self-developed)

Content marketing has been meticulously selected by Green Innovations as the optimal
strategy to achieve their objectives. Ads on Facebook are their primary means of
communication. With content marketing, a company may reach out to both new and existing
customers. To the tune of 10,000 individuals, sustainable items can make it this way. In
addition to attracting more customers, this strategy increases revenue significantly. With
consistently rising revenues, the firm should see a 10% increase in its market share in the
next six months. Thus, in order to achieve its objectives and achieve significant commercial
growth, Green Innovations must employ content marketing, particularly Facebook ads.

Slogan or Tagline

Page | 16
“Being Sustainable" refers to actions that benefit the planet and ensure its continued
existence. Immediate action is required to rescue the planet and improve future generations
by implementing certain environmentally friendly policies.

Achieving Objectives by Facebook Advertisement

Facebook is a fantastic spot to meet new people because the majority of users are there to
have fun. Consequently, advertising on Facebook is a fantastic method of spreading the news.
Advertising on Facebook can increase the company's consumer base and revenue. With
increased capital, the company may expand into new markets and build a stronger reputation.
A more positive public perception of the company and its products will be achieved via the
implementation of this strategy. Advertising environmentally friendly products on Facebook
can help the company gain positive word-of-mouth and attract customers who share their
values.

Use of Contents for Launching the Specific Campaign

Instagram: Perfect for introducing new items to the market, such as "EcoSip" by Green
Innovations, which targets modern consumers with visually engaging content.

Twitter: Using this platform for fast thinking and communication, Green Innovations may
market "EcoSip" and establish partnerships with consumers.

Facebook: Facebook, being the biggest social media network in the world, helps Green
Innovations with their marketing, cooperation, and product launch efforts.

YouTube: Green Innovations promotes "EcoSip" with compelling video material on

YouTube, which is valuable for launching marketing campaigns.

Content of Awareness: Describes "EcoSip" as a product that is good for the environment and
shows how it can change people's habits and boost sales.

Direct Marketing

Direct Description
Marketing
Method
Leaflets Promoting the product with sheets of paper that explained "EcoSip" helped
Green Innovations reach their target audience and get the word out about

Page | 17
 their new product.
Posters Green Innovations' use of visuals to pique consumers' interest was
supplemented with digital ads and "EcoSip"-themed social media blogs.
Flyers Distributed at different events, little handbills introduced Green
Innovations' marketing effort, which in turn attracted more consumers and
led to an increase in income with the launch of the "EcoSip" product.
Table 5: Direct Marketing

Environmentally sustainable reusable water bottle featuring a distinctive design by Green

Innovations. To establish the brand, design elements such as branded colors (earth tones,
green) and symbols (leaves, recycling symbols) are utilized. An organized and engaging
visual art style is employed to display headlines, bullet points, and product images. The
typography is contemporary and legible, while the website layout is systematically arranged.
In addition to online advertisements and social media content, EcoSip features a visually
striking poster that outlines the advantages and ecological sustainability of the product. Both
styles incentivize visitors to explore the e-commerce website.

Using Each Platform:

Instagram, Twitter, Facebook, and Other Social Media Platforms:

Page | 18
  Colors and Symbols: Consistent usage of eco-friendly symbols and branding colors
throughout all articles can help establish brand identity.
 Visual Art Design: Hand out clear images of the poster and brochure that highlight
key elements and interesting pictures.
 Typography and Page Layout: Posts should have clear and readable text, so pay
attention to typeface and page layout.
 Website Design and Development: To attract followers and promote the poster and
leaflet, use stories, social media ads, and interactive postings such as polls and Q&A
sessions.
 Marketing Communications Activities: To attract followers and promote the poster
and leaflet, use stories, social media ads, and interactive postings such as polls and
Q&A sessions.

 Think/Feel/Do Approaches:

Think: Share instructive information with your followers to increase awareness of

environmental issues and the benefits of reusable products.

Feel: Make people feel something by delivering powerful stories and sharing
statistics about plastic waste and sustainability.

Do: Encourage customers to buy EcoSip online by presenting it as an

environmentally responsible and practical solution.

Applying the Methods of monitoring and evaluating integrated marketing

communications plan (IMC) with acquiring ROI
Importance of monitoring integrated marketing communications plan
The success and alignment of an organization's Integrated Marketing Communications (IMC)
strategy with its goals depends on constant monitoring of the plan (Digital Marketing
Institute Membership, n.d.). Consistent and well-structured evaluations of Green Innovations'
EcoSip solution enable real-time adjustments, hence enhancing the total efficacy of
advertising efforts.

Innovations

Page | 19
Regular reviews are a part of the IMC strategy that promote innovation. Green Innovations
can learn more about their target audience and how to connect with them by tracking the
performance of different platforms and tactics. The marketing plan can be kept up-to-date and
engaging by utilizing a variety of new digital tools, forms, and social media trends (Digital
Marketing Institute Membership, n.d.).

Consistency

If your brand is powerful and well-known, everything of your communications should reflect
that. Always keeping an eye out makes sure that all of EcoSip's marketing materials, like
Facebook ads and direct mail fliers, convey the same message and uphold the brand's
principles. Consumers are more inclined to recognize and trust brands that consistently use
their logo and other branding elements (Digital Marketing Institute Membership, n.d.).

Adding Facebook Posts

Something needs to be done to monitor the development of the IMC strategy's Facebook
component. Among Green Innovations' many Facebook contacts, the company may track
engagement metrics like likes, comments, clicks, and shares. Keep an eye on these metrics to
see what people are interested in and how you can increase the reach and engagement of your
posts (Chaffey & Ellis-Chadwick, 2019).

Creating Podcasts

To keep in touch with listeners and talk about things like the EcoSip and sustainability,
podcasts are the way to go. Various indicators can be used to monitor a podcast's
performance, including downloads, list retention rate, and popular reviews. Podcast creators
can use the data presented above to create content that is more interesting and apt to resonate
with their target demographic, leading to increased engagement and loyalty.

Making Blogs

Blogs are a great way to keep people up-to-date on EcoSip and environmental news, as well
as share fresh ideas and statistics. By utilizing Google Analytics, Green Innovations can
monitor blog traffic, user engagement, and the amount of time spent reading. Using this
information, we can see which blog posts are most popular and make adjustments to them so
that more people visit the EcoSip website.

Page | 20
Methods for Acquiring ROI
Key Performance Indicators (KPIs)

The efficacy of an IMC strategy can be evaluated using the use of Key Performance
Indicators (KPIs). Important key performance indicators for Green Innovations' EcoSip
campaign include sales, social media engagement, website traffic, and conversion rates.
These metrics can be measured on a regular basis to assess how well different marketing
techniques work and how well they correspond with the company's overall objectives
(Chaffey & Ellis-Chadwick, 2019). One way to measure the efficacy of a sales funnel is by
measuring the percentage of visitors who go on to complete a purchase. Another metric is the
number of website visits, which can show how well digital marketing campaigns are
attracting users to the site. Likes, shares, comments, and follows are social media metrics that
help evaluate engagement and brand exposure. On the other hand, sales data give a clear
indication of the campaign's profitability. Green Innovations can maximize the efficacy of
their marketing campaigns by consistently tracking these key performance indicators.

Customer Feedback and Surveys

To determine the impact of marketing initiatives from the consumer's perspective, it is vital to
collect customer feedback and conduct surveys. Polls, interesting social media posts, and
chats with consumers are ways to get their opinions. When combined with quantitative
measurements, this qualitative data paints a more complete picture of the campaign's success.
You may learn a lot about client happiness, preferences, and problem areas by interacting
directly with them through surveys or pleasant posts. By collecting this information about
their customers, Green Innovations can better cater their marketing to their specific wants and
needs, which in turn improves their service and encourages repeat business.

A/B Testing

Two versions of a marketing element can be compared using A/B testing to find out which
one works better. Ad wording, picture quality, email subject lines, and CTAs might all be
subject to testing as part of the EcoSip campaign. Green Innovations can find the parts of
their marketing plan that work best by changing them one by one and seeing how people
react. The IMC strategy is designed to improve overall performance by continuously testing
and modifying it based on data-driven insights (Clow & Baack, 2020).

Page | 21
Analytics Tools

To monitor the efficacy of a campaign and the actions of its users, analytics tools are
indispensable. Data about user engagement with EcoSip's digital properties can be found
through tools such as Google Analytics, Facebook Insights, and a number of email marketing
platforms. You may find out what parts of the campaign are working and what needs work
with the help of these tools that monitor metrics like page visits, bounce rates, session
durations, and user demographics (Clow & Baack, 2020). Green Innovations can improve
their marketing strategies and reach their communication objectives by using these statistics.

ROI Calculation

To find out how profitable the IMC strategy is, you must calculate its return on investment
(ROI). As part of this process, we will periodically calculate the return % by adding up the
costs of participation and the money from EcoSip sales. Green Innovations can determine the
profitability of their marketing activities and make adjustments to their budget allocation as
needed to maximize financial returns by calculating ROI. For the IMC plan to be financially
viable and successful in the long run in reaching its communication objectives, this
component is essential (De Vries, Gensler, & Leeflang, 2017).

Recommendation for Improving Marketing Communication and Business Objectives

When it comes to marketing plans and objectives, Green Innovations might have to bring in a
strategy consultant every once in a while. Increase your return on investment with the help of
this expert's well-defined methods, which it may then put into action in a more effective way.
The expertise of an analyst can aid a company in tracking its market position, increasing its
customer base, and ultimately, its revenue. Investigating novel approaches is necessary for
marketing, a crucial component. Bringing fresh perspectives to the table helps the company
reach a wider audience in the market, which in turn increases its appeal. By utilizing various
marketing tactics, the products of Green Innovations can aim to capture 10% of the market
within a year.

Getting actual responses to marketing campaigns is why customer feedback is so important

for improving marketing tactics. Optimal exploitation and usage of market possibilities can
be achieved by Green Innovations in the creation of new goods that meet customer requests
through the persistent and meaningful pursuit of client input. Additionally, this strategy

Page | 22
boosts customer contentment and could lead to a 12% uptick in revenue. When planning a
marketing campaign, audience segmentation is a crucial strategic tool. The level of audience
involvement will be stronger when Green Innovations uses psychographic, behavioral, and
hedonic methods to identify the specific groups of the target audience. This is because the
marketing messages that these groups receive will be as close to what these groups require
like. Keeping the level of engagement consistent across all of the potential platforms is
absolutely critical. The message that is sent through the direct marketing campaign ought to
be consistent with the one that is communicated through the PR, social media, and
advertisements. Having a consistent brand image is important for customer recognition, and
this helps with that.
Several data-driven insights allow for material-based marketing to be substantially more
personalized. Using a targeted consumer message, Green Innovations has a way to influence
customers and increase their purchases. The company should also make sure that its online
and offline contacts with customers are integrated if it wants to apply the omnichannel
marketing idea. This strategy improves the consumer experience by making the organization
easy to access or contact.

Everyone can agree that a marketing strategy should contain a mechanism for collecting
feedback from consumers. Green Innovations should make it a point to listen carefully to
consumer feedback, suggestions, and complaints, and then address them in a manner that
helps the company learn how to improve its customer service. The funds allocated for staff
training is another area that may need more investment. Educating one's staff on one's goods
and services and the company's mission is important for many reasons. The best way to
encourage pleasant customer interactions and build a great reputation for your company is to
provide your employees with ongoing assistance and the resources they need to succeed.
Constant monitoring and analysis of the results achieved is necessary for evaluating the
efficacy of the marketing initiatives. By monitoring KPIs connected to company goals and
slogans, Green Innovations can find promising prospects and untapped regions.

Conclusion
The study explains the function and characteristics of marketing communications in an IMC
plan. Goals of communication and the connections between them are also touched upon
briefly. Another part of the study discusses how businesses talk about social issues. The next
part lays out an IMC strategy for workplace communication objectives. The development

Page | 23
process for this marketing communication plan is detailed here. It displays posts from various
social media platforms that can be useful for starting a campaign, including Facebook,
Instagram, and Twitter. For the purpose of showcasing both substance and style. Additionally,
this industry produces a plethora of travel-related goods. Marketing collateral such as flyers,
posters, signage, and web pages should be enhanced. This is covered in the final section of
the complaint document.

Page | 24
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and
practice. Journal of Marketing Communications, 25(5), 481-499.

Clow, K., & Baack, D. (2020). Integrated advertising, promotions and marketing
communications (Global edition, 7th ed.). Harlow: Pearson.

De Vries, L., Gensler, S., & Leeflang, P. S. (2017). Effects of traditional advertising and
social messages on brand-building metrics and customer acquisition. Journal of Marketing,
81(5), 1-15.

Digital Marketing Institute Membership. (n.d.). Retrieved from

https://www.digitalmarketinginstitute.com

DigitalMarketer Resources. (n.d.). Retrieved from https://www.digitalmarketer.com

Groucutt, J., & Hopkins, C. (2015). Marketing. London: Palgrave Macmillan.

Hackley, C., & Hackley, R. A. (2017). Advertising and promotion (4th ed.). London: Sage.

Heinonen, K., & Strandvik, T. (2021). Reframing service innovation: COVID-19 as a catalyst
for imposed service innovation. Journal of Service Theory and Practice, 31(5), 689-706.

Hooley, G., Piercy, N. F., Nicoulaud, B., & Rudd, J. M. (2020). Marketing strategy and
competitive positioning (7th ed.). Harlow: Pearson.

Hubspot Resources. (n.d.). Retrieved from https://www.hubspot.com

Jones, C. (2019). The content advantage (Clout 2.0): The science of succeeding at digital
business through effective content (2nd ed.). London: New Riders.

Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6th ed.). Journal
of Business Research, 69(1), 48-56.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.

Marketingdonut Online Marketing. (n.d.). Retrieved from https://www.marketingdonut.co.uk

McCarthy, J., Rowley, J., Ashworth, C. J., & Pioch, E. A. (2017). Managing brand presence
through social media. Journal of Marketing Management, 33(7-8), 469-485.

Page | 25
Rust, R. T., & Huang, M. H. (2014). The service revolution and the transformation of
marketing science. Marketing Science, 33(2), 206-221.

Smart Insights Resources. (n.d.). Retrieved from https://www.smartinsights.com

Solomon, M. R., & Tuten, T. L. (2018). Social media marketing: Principles and strategies.
Journal of Interactive Advertising, 18(1), 65-75.

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-
channel retailing. Journal of Retailing, 91(2), 174-181.

Wirtz, J., & Lovelock, C. (2016). Services marketing: People, technology, strategy. Journal of
Service Research, 19(1), 51-64.

Page | 26