Integrated Marketing Communication & Planning Campaign

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For a business or organization to run smoothly, there are basic strategies that have to be employed to bring about tremendous changes. The changes that have to be implemented by the management include customer satisfaction which will lead to increased profits. A campaign plan is enhanced through the use of integrated marketing communications which in return increases force on consumer brain, resulting into utmost income at lesser cost while at the same time, enhancing connections with clients which in turn help them analyse various stages of the buying process. These in turn helps the organization to expand a conversation that will nurture its association with customers. The basic requirements to facilitate this may include a business plan, marketing communications plan and marketing campaign plan. In this paper, we have prepared a marketing campaign plan that is a suitable response to the institute of direct marketing that includes understanding the position in the market place (Winston, 2005, p. 26). These basics ensure that all the operations in the organizations are monitored and kept in constant check.

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Situation analysis

Young Persons Railcard offer travel fares for the persons below age twenty-five to open a winning promotion campaign, several stages will have to be followed. The stages have been considered in relation to the needs of the target consumers and the objectives that the company needs to fulfil in the long run. As much as there is a need for the company to maximize on its sales to generate profit, there is also the desire among them to stage a campaign that will also have positive impacts on its clients. After much consideration, certain stages have been proposed. Such stages determine a base for planning and investigation. They may include:

Campaign Objectives

The main objectives of the rail company will be to increasing the Young Persons Railcard holder’s usage by targeting more leisure trips which will multiply the number of journeys made by the Young Persons Railcard holders. Further, another objective will be penetrating Young Persons Railcard among students below age twenty five which will increase the revenue. The Company will have to provide a campaign brief which will outline the objectives of the campaign that is to be carried out. The objectives will include targeting on issues which are achievable, realistic and measurable factors concerning the operation thus ensuring that there is focus to the campaign. These will aid those involved as they get to know what they are doing and where they are headed to (Winston, 2005, p. 46). Towards realization of growth of the company, goals and objectives will be set which will determine the promotion stand of the campaign (Evans & Patterson, 2004, p. 48).

Target Consumer

The rest are workers that contribute the least percentage. Therefore, students are the most targeted clients since they contribute greatly to the company from their leisure trips (Cohen, 2005, p. 59). In every organization, there are always targeted customers and market which the company will base and direct its campaign operation. With regard to Young Persons Railcard, students contribute the greatest percentage thus they are the most targeted personnel (Baker & Michael, 2010). In this case, the students form two groups whereby, there are the independent students in United Kingdom that are mostly involved in leisure trips. On the other hand, there is a group that is comprised of the so called home students. They are the part time students that are also involved in leisure trips.

Market Dynamics

This will be through Provision of effective daily reports on prices, promotions and delivery, increased advertising and promotions. There is also the increase use of Internet and websites for effective delivery of information. Market dynamics involve the movement of price values for the customers. The company will have to implement market strategies towards achieving its goals.


In order to curb the rise of increased competition from other rail companies, the institution will have to come up with unique and advanced services that are not very common with the other rail companies. This will enable them to effectively carry out their promotions without the fear of competition (Saren & Malaren, 2005, p. 48). Just like any other organization, the company will face some different forms of challenges. Competition is one of such challenges that the company will have to deal with. The company will basically need to be aware of other competitors that will use direct or the indirect methods towards the same consumers that they are targeting.

Towards realization of objectives within the marketing operations, especially for organizations and individuals engaged in the business, there is a need of engaging in a global form of standardization which is established through looking at the local responsiveness that come into play. Other adoptions such as pricing mix will be adopted to keep competitors at bay. This will also define an appropriate marketing mix that engage issues such as the policies that govern the services, modalities and approaches towards advertising, pricing, and the manner in which services to be distributed shall have to be carried out (Winston, 2005, p. 28).

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Competitive Advantage

A competitive advantage will be determined by the cost that will be satisfactory to the client versus the price. After coming up with services of high quality, the company will have to use proper and great pricing strategies that will cause a difference among their competitors. The rail company will consider market orientation unlike others which is an indication that it will have to focus its services on customer demands which can be done through a number of ways such as client determined approach or service modernism approach (Saren & Malaren, 2005, p. 48).

SWOT Analysis

The following is the SWOT Analysis of Young Persons Railcard that is aimed at monitoring the present developments in the organization for the realization of its overall goals and missions. This is through the illustration and comparison of its strengths versus weakness and opportunities versus threats.

  1. Strong partnering with other branches
  2. Client awareness
  3. Strategic positioning
  4. Great prices
  5. Strong customer base
  6. Experienced personnel
  7. Technological advancement: website
  8. YPRC is easy to use
  9. Trains are more secure than other means.
  1. Competition
  2. Declining economic status
  3. Managerial issues
  4. Changed lifestyles
  5. Financial issues
  6. Customer unawareness
  7. High requirements for operations
  8. Lack of discount for tickets.
  9. Only during peak hours when fares are minimum
  1. Introducing usage of railways
  2. Market developments
  3. Competitors’ vulnerabilities
  4. Changing lifestyles
  5. Technological developments/ innovations
  6. Government policies
  7. Geographical positioning
  8. Growing human population
  9. Better management
  10. Developing awareness to students
  1. Competition from other rail companies.
  2. Legislative impacts
  3. Environmental impacts
  4. IT technologies
  5. Competitor’s intentions
  6. Poor income of population
  7. Need for new technologies
  8. Some financial issues
  9. Managerial issues
  10. High rates of economic crises and unemployment

Market Profile

The rail company will have to analyze on possible customers that they will have to contact. This will also apply to business and individuals operating similar business, business experts/marketing experts, financial Markets and on the Company marketing portfolio


The institution has to set goals and objectives that will determine its success. This will be brought about by ensuring that certain fields are put into consideration. The first field includes marketing which plays a major role in development of the business. Through it, companies expand physically which will ensure that a good portion of the targeted consumers have been satisfied and hence captured (Hoyer & McInnis, 2008, p. 30). For effective business management, marketing management is a key factor that should be put into consideration for the success of the company as it determines the future shape of the market and its performance. On the other hand, communication between companies is worth as it enhances of the market situation. A proper understanding of the language of communication enables marketers to communicate easily using mass media.

Promotional Strategy

For effective campaign, there must be promotional strategies implemented that need to be followed to achieve their goals and objectives. The promotion strategy takes various forms and activities. It is mainly up to the company to find out on which will be the best strategy and subsequently apply it. In employing a certain specific strategy, the company needs to consider factors like the cost of the costs involved (Luther, 2001). It will also be beneficial if the company knew who their target clients are and opt for a sales promotion strategy that will be accepted and appreciated among such a group. The company will not have to necessarily use a sales promotion strategy that has been successfully used by a similar company. An appropriate sells promotion strategy should only be considered after the company has carried out an extensive field study. Below are some of the identified strategies;


Communication is one of the major elements that the company should consider for it to effectively succeed in the promotion campaign. This can be enhanced through integrated marketing communication concept that relies on online marketing channels. This will be through the internet and websites which the targeted group will get the information. The mode of communication chosen should be effective enough in a way that, it clarifies doubts and create understanding among the targeted clients (Saran & Malaren, 2005, p. 64)

Creative strategy

The promotion campaign should have creative means of recommendations that show means that can be used effectively to communicate with the targeted client. The rail company will have to implement creative strategy which would ensure and determine the following in the long run; that there is penetration increase of Young Persons Railcard to the target holders who are below twenty five. Further, it will introduce campaign tactics such as scratch to win which attract more clients who will be willing to participate.

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These may be determined by age, location and interests of consumers which will definitely determine the type of media which will be most accessible to them. Having realised that students are the targeted customers, the rail company will have to consider the type of media which will fit such personnel (Westwood, 2002). For instance, public media campaign will be the suitable means which will reach the students. These will be through placing the advertisements on the websites such as the, University and College Admission Services, where many students will be able to see or view the required details concerning the rail company. These means of advertisement is cheap and faster as compared to others since these website offers flexibility to its users and further, it allows for direct marketing thus reaching the target personnel.


They are the key aspects of promotional mix that greatly determine the developments of the business. Having established high services of the company, there is a need of implying improved tactics that will guide through the marketing and promotion. Sales promotion is one of the tactics that employ media marketing communication that helps to determine consumer command while at the same time improving on the available services (Hoyer & McInnis, 2008, p. 39). There are sales promotion techniques that are mostly practised in many organizations. This may be used to introduce a price deal suitable for the consumers and implementing loyal prize programs that motivate consumers (Hoyer & McInnis, 2008, p. 73).

Public relations should be also ensured and adhered to in the right manner. Developing good relations is a major issue in service promotion. Direct marketing strategy will also have to be introduced. This revolves around the selling of particular merchandise to customers via sales tactics such as demonstrations. Direct selling may not necessarily operate on distributors that act as middle men in business. Personal Selling strategy on the other hand involves face to face communication between the seller and the consumer whereby the seller delivers a message regarding the value of his services.


Staged implementation of the campaign will involve the strategies and a business plan that will be considered for the promotion. This calls for personnel with better understanding in the field of market. Actions such as the introduction of scratch to win line will be implemented thus calling for more participants who will be willing to get away with fantastic prizes (Evans, 2008). These will revolve around students who will only be allowed to apply for the card hence have gateway to using it unlike the new participants who will be required to buy their Young Persons Railcard at train stations.


In the course of campaign is when evaluation and measurement activities take place, the company will have to come up with a solution towards the problem which will be relevant to the marketing and a campaign context. Having good control measures will ensure smooth running of the market campaign which will result in expansion of the company following the profits made from the operation (Hoyer & McInnis, 2008, p. 98). From the analysis given above, determining strengths versus weakness and opportunities versus threats will be of great importance to the company towards its maintenance and control operations (Mooij, 2004, p. 38).

Budget Allocation

Setting the budget will be useful in the planning of the whole operation since the budget will be used in measuring the distribution of capital to strategies thus forming a channel through which performance will be measured.

This forecast will identify an increase in gains and profits which will be used for managerial purposes and technological enhancements. This will be done in accordance with the SWOT analysis identified. The analysis will be important in challenging the Threats and Weaknesses that are identified in the business. The promotional campaign will have to work in accordance with a particular budget that gives out the overall amount to be spent (Cohen, 2005). To successfully implement the budget, there are costs which must be considered, that is, the media cost and service costs.

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The value of promotion and service costs a lot of money and thus budgeting should be considered to ensure that all service expenses are manageable. The fields which the budget will be allocated will be identified during the analysis and thus the amount required calculated.


From the discussion, we realize that there will be effective use of key performance indicators and audits to ensure that goals are realised. The eventual profits and income will be used to gauge its success. In conclusion, there are many reasons as to why Young Persons Railcard was introduced one being to increase usage during the off peak hours (Hoyer & McInnis, 2008, p. 75). According to the greatest number of business and marketing experts, it has been proved beyond the shadow of doubt that marketing campaign plan is one of the most appropriate approaches that can be adopted by any given business organization and end up leading into the realization of the greatest of goals and achievements. Such can as well lead to overall economic development and sustainability.


Baker, M., & Michael, S. (2010). Marketing Theory: a student text, Cambridge: Cambridge University Press.

Cohen, W., (2005). The Marketing Plan: Oxford, Oxford University Press.

Evans, D., (2008). Social media marketing: an hour a day. California: John Wiley and Sons.

Evans, M., Mulley & Patterson, M., (2004). Direct & Customer Relationship Marketing, Thomson Publishing.

Hoyer, W & McInnis, D 2008, Consumer Behaviou.: Cambridge: Cambridge University Press.

Luther, M., (2001). The Marketing Plan: how to prepare and implement, London: Alyn.

Mooij, M., (2004). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. New York: John Wiley and Sons.

Saren, J., & Malaren, P., (2005). Critical Marketing: defining the field. New York: Oxford University Press.

Westwood, J., (2002). The marketing plan: a step by step guide. New Jersey: Prentice Hall.

Winston, W., (2005). Health marketing and consumer behaviour. New Jersey: Prentice Hall.

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