The final project for MMC5006, Introduction to Multimedia Communications, was to create an Integrated Marketing / Media Communications Plan for BullHorn Media. What follows are some segments of the plan, and is for educational purposes only.
BullHorn Media Brand Profile Summary
BullHorn Media is company dedicated to helping corporations and small businesses alike gain brand recognition through the use of video production, graphic design, and photography services. With over 20 years of experience, this Orlando team doesn’t just specialize in creating top-notch media, but also in providing each of its valued clients with individualized attention and support to successfully reach their goals.
BullHorn Media’s Target Audience
The company’s target market includes small businesses, corporations, and other associations in need of videography and production services locally. BullHorn also caters to those traveling to the Central Florida area for events and business purposes which require video documentation.
SWOT Analysis of BullHorn Media
(Note: For the privacy of the company, strengths and opportunities only are included in this public post.)
Strengths – BullHorn Media clearly has a creative team that produces quality media, not just for its clients but also for its own branding and marketing purposes. The company has plenty of experience and a solid portfolio on its side as well.
Opportunities – Being a company that is more than media savvy means that BullHorn Media is has the opportunity to create fantastic marketing and branding materials in house! Considering media is one of the more challenging, expensive, and time-consuming aspects of a company’s IMC plan, this brand is already a step-ahead in the content creation department. Additionally, a newer focus is on event and presentation coverage for corporations located in, and traveling to, the brand’s area. Being located in Orlando, a business and tourism hub, means that there is a large clientele pool and plenty of conventions and events happening year-round.
Why Should BullHorn Media Use an Integrated Marketing Communications (IMC) Strategy?
A healthy IMC strategy is the foundation of creating brand awareness and building a reputation across traditional and media channels. The IMC initiates and nurtures the relationship between the brand and the members of its target audience because it provides opportunities for the two to interact in different ways and on different occasions.
On average, it takes seven encounters with a brand for a consumer to really notice it and possibly answer a call to action. For example: A potential client, (let’s call her Sally), might first encounter BullHorn Media at a trade show- (encounter number one). Two weeks later, she is going through her information from the show, comes across the BullHorn Media brochure/business card that she collected while visiting the brand’s table, and reads it- (encounter number two). She then decides to visit the website and learn more- (encounter number three). While on the website, she sees that BullHorn Media is on Facebook and Twitter, so she follows them on both, just to get to know them better- (encounter number four). After that, she quickly moves on to her other Facebook interactions and forgets about the brand.
A few days later, Sally sees a Facebook post linking to a video BullHorn Media recently produced for a local Orlando non-profit Organization, and so she clicks and watches. She likes what she sees, (encounter number five), but then a related video on another channel grabs her attention away and she moves on to watching something else. Once again, she’s forgotten the brand, but the following week, she sees a post on Twitter promoting BullHorn Media’s latest blog post on using video for marketing. She clicks to read- (encounter six). She finds the information so useful, she decides to opt-in to the company’s email list to get future updates- (encounter seven).
At this point, BullHorn Media and Sally have built the foundation for a solid relationship. She will remember the brand, because she has seen it several different places and experienced it on via several different media connections; (trade show, printed promotional materials, website, social media channels, video, blog, and email). By now, Sally feels she knows the company on a more personal level. Therefore, the next time an email from BullHorn Media shows up in her inbox while she is in the middle of planning her company’s next major event in Orlando, she is far more likely to call for more information than if she had simply stumbled across a website on the internet after a halfhearted Google search. This is why BullHorn Media’s IMC is crucial.
For more on Integrated Marketing, how it works, and why it’s important, watch So What Is ‘Integrated Advertising’?
Additional IMC Suggestions for BullHorn Media
(Note: For the privacy of the company, the majority of IMC strategy suggestions have been omitted from this post.)
*All suggestions made are done so regardless of whether or not these elements of the IMC have already been created and implemented.
- Of course traditional media advertising options such as radio and television are effective, but can be quite costly. Another such avenue that is less costly would be print advertising such as in local business magazines.
- Very high quality business cards are a must.
- Create brochures featuring the company’s information, experience, services, contact information, and a call to action. Make it professional, yet personable. (If one has not already been created, of course.) Always have these on hand.
- Consider trying Google Adwords for effective, lower-cost advertising.
- Try Facebook’s targeted marketing campaigns once the BullHorn Media fan page on Facebook is fully developed and consistently active.
- Begin building an email subscriber list. Add email opt-in forms to the top, bottom, and even side panel of your website pages. Also, collect emails while at events and when connecting with potential clients and customers one-on-one. Implement an email opt-in form on Twitter, Facebook, and other applicable social media channels. Then, be sure to send newsletters with updates, promotions, blog post announcements, new video updates (when a new one is added to Vimeo, for example), interesting articles or related services, and other information on a regular basis. (Once a week is preferable, but work within what is doable for the company presently and go from there. Consistency is more important than frequency at this point.)
Suggestions for Analytics and/or Planning Tools for BullHorn Media
- For content success monitoring and gathering information about the company’s Facebook following to create targeted content on Facebook: Facebook’s Analytics Tool
Take a quick video tour of the NEW Facebook Insights!
- For monitoring the company’s website traffic and growth: Google Analytics
Learn more about Google Analytics in this video:
- For managing and monitoring several profiles at once: Hootsuite
Discover more about Hootsuite in the video below!
In summation, by optimizing for search engines, implementing social media integration, updating and maintaining social media profiles, tweaking aspects of brand image and consistency, and rounding out the company’s Integrated Multimedia Communications (IMC) strategy with print materials and email campaigns; BullHorn Media can increase brand awareness. More awareness generates more leads and, thus, more opportunity for increased revenue and lasting client relationships.