Create an Integrated Marketing Communications Plan for your gourmet coffee shop. In business world, materials like this are presented clients or upper management; be persuasive in your recommendations.
Business Background
I am choosing to pursue is opening a local gourmet coffee and snack shop. The idea is to focus on gourmet and specialty coffees such as lattes, mochas, cappuccinos, etc. using high-quality ingredients serving the highest quality coffee and snacks in a trendy, relaxed atmosphere. In addition to coffee, I intend to offer customers pastries, small salads and sandwiches which will use natural, locally sourced ingredients. Products will be available for consumption on the premises or available for takeout and take-home options for items such as coffee beans and merchandise. Merchandise will include items related to the business such as a variety of coffee cups, French presses, coasters, stationary, and apparel which will all bear the company logo and be part of the marketing plan.
You will report on three communication channels:
- Digital Marketing (REQUIRED)
Select two of the following:
- Broadcast Advertising (TV, radio)
- Print Advertising
- Outdoor/Out-of-Home Advertising
- Sales Promotion
- Direct Marketing (traditional)
- Public Relations
- Personal Selling
Communications Channel 1: Digital Marketing
- Why was it chosen? Explain how it is a good fit for your target market.
- Advantages/drawbacks (research required)
- Detail the media plan: What types of digital marketing will be used? Why?
Communications Channel 2
- Why was it chosen? Explain how it is a good fit for your target market.
- Advantages/drawbacks (research required)
- Detail the media plan: What aspects of the marketing communications channel will be used? Why?
Communications Channel 3
- Why was it chosen? Explain how it is a good fit for your target market.
- Advantages/drawbacks (research required)
- Detail the media plan: What aspects of the marketing communications channel will be used? Why?
Your submission will include:
- Paper Title is Integrated Marketing Communications
- The paper should be written in third person
- Trident University International’s cover page
- A two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)
- The reference list page in APA format.
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