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British Heart Foundation

Integrated Marketing Communication Plan

Our aims

Increasing the number of participants to 450

Attracting 100 gym or sport team members

Summary

Our Objectives Aims Communication Goals KPI’s

Targets

Strategy

Tactics

Budget

Conclusion

Our communication goals

Contact every gym in Cardiff to let them know about Chase the Pud before June

Sign a partnership with a gym to engage 30 members to run for Chase the Pud

Reach 10 student sport teams in Cardiff before June

Being present on 4 different social media to increase awareness and involvement and generate Word Of Mouth

Attract 150 people to a street stand to make them sign up for the race in advance

Get at least 1000 people following us on social media

Key Performance Indicators

Conversation : Share rate on social media (Twitter, Instagram, Facebook, Youtube)

Engagement : Amount of likes, followers and views

Number of subscribes to the event

Our Targets

Young people from 18 to 30 living in Cardiff

Members of fitness and sport clubs in Cardiff

Fitness enthusiasts

Target Profile : Student from 20 to 25 years old Living in Cardiff Interested in sport Looking to achieve fitness goals

In Cardiff 50% of people are practicing a sport or a physical activity (Source : Active Adults Survey 2012 made by Sport Wales)

Strategy

Push strategy To promote and inform about Chase the Pud

Channels : Communicate directly to the gyms so that they influence members to run the event

Strategy

Pull strategy Try to engage the target

Catch the interest of people so that they search for the information

Use of social media to create an interaction platform with the target and generate WOM

Source : Skipédia