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OldTown

CREATIVE STRATEGY

INTEGRATED MARKETING COMMUNICATION STRATEGY

IMC MEDIA PLAN

The Advertising Objectives are:

INTEGRATED MARKETING COMMUNICATION PLAN

Some IIUM Communication platforms and social media platforms to advertise and promote our marketing campaign.

Phase I: build awareness and comprehension of good aspects of the product:

September through December 2019

Newspaper

We're going to increase awareness about

our marketing campaign with the theme

"More than a cafe"

campaigning through

IIUM TV commercials.

Our focus is on IIUM Today news.

A direct reply is written,

so it can attract attention, interest

,and desire to bring about immediate action.

Introduce A product: The main objective of our advertising campaign is to introduce OldTown White Coffee product to the large targeted audiences.

Phase II: build preference and motivate trial:

The theme of our Campaign is “MORE THAN A CAFE” because we want the students to think, feel and witness what is there and will be provided at the coffee shop. They can study and have their group discussions there and enjoy with the perfect taste of coffee in their creative working area.

To make awareness creation: in advertising campaign, making awareness creation about the product is very essential.

1.IIUM TODAY: Write an interesting marketing campaign article to attract a large number of audiences.

February through April 2019

The media function will be used as online marketing, social media, blogs, and IIUM platform.

Phase III: provide incentives for purchase and confirmation:

2.IIUM FM: Intend to conduct a hi-five program to explain to our audiences about our marketing campaign plans, using our marketing theme “More than a Cafe”.

Increase Sale and Profit: Another Objective of the advertising

campaign is to increase sale and profit

of Old Town White Coffee

company through the design advertising campaign .

May through July 2019

Cafe

-The market as a whole

Coffee production market is a huge market all around the world to be identified with large companies to mention

-Malaysia’s largest white coffee cafe chain, Oldtown White Coffee.

-The strategic plan aims at increasing coffee sales.

-This IMC plan for OldTown White Coffee products is aimed at IIUM university students.

Three potential external and internal competitive brands .

The first brand is Starbucks Coffee.

The second brand Richiamo Coffee and Unique

-Psycho graphics of the target audience.

The audience of this project are mostly students in universities. Therefore, it is most to consider their different moods especially during the finals and submission of assignment.

-The main idea of the campaign is to provide a leisure area to IIUM students which seem like a modern library.

Our tag line is (More than a cafe )

-The specialists here is you can REST,STUDY and OVERDOSE!

More than a cafe ..

1.Research in relation to the product and target.

2.Primary Research

-To plan and suggest strategies campaign for Old Town White Coffee to open its branch shop at IIUM.

-To increase the sale and profit of OldTown White coffee products.

-To know IIUM students perception of OldTown White Coffee brand.

-To attract IIUM students with our design marketing campaign to purchase OldTown White Coffee products.

-To create a comfort zone for IIUM students to have coffee while studying.

3. Result and analysis:

CONCLUSION

BUDGET

BUDGET CATEGORIES

-Sales Promotions :

-Radio Advertising

%

-Traditional Print & Social Media Advertising :

%

TOTAL :

-Branding Promotion :

%

The aim of having this campaign , which is to create a new vision of the coffee shops for the universities students specifically to have a place combine the leisuring and studying in a creative zones to increase their ability to be more vital and active during the studying time .