Introduction
This paper will discuss the successful strategies used by Phelps Group. Their mission is to build brands through integrated marketing campaigns. The Phelps agency takes great pride in having the ability and skills to create innovative solutions for businesses to build successful brands. The video case study pays close attention to the importance of using integrated promotional campaigns by being consistent. A brand is easily built through the repetitiousness of a message the consumers are continuously hearing. Some examples of companies shown are; PETCO, Western Dental Centers, Barbeques Galore, Tahiti Tourism, and Blue Shield 65 Plus.
Some communication strategies that they used were as follows; customer clubs, prints ads, internet retailing, coupons, and cross-promotions.
Blue Shield 65 Target Markets
Blue Shield is catering to the senior citizen that is 65 years of age and older. This population will focus on fulfilling the need of transportation that they experience when trying to get to their doctor appointments. The only requirement is to have Medicare.
Goal for Communications on …show more content…
Being on social media will not directly connect with all their target market. However, it will reach those family members that may be involved in assisting with transportation. This will help with spreading the work about Blue Shield’s services. A smaller percentage of the IMC needs to go to the media budget. Some older consumers are more socially active than others. Some good ways to directly meet this target market is by meeting them where they are. For example; senior citizen clubs, parks, and popular (bingo) hobby locations (Milner, C. 2014).
Timing for Media for Blue Shield 65 Target Markets
The timing of their product was good. The focus, creativity, length and message was all good. This campaign appears to be one that was planned and strategically developed.
This paper will discuss the successful strategies used by Phelps Group. Their mission is to build brands through integrated marketing campaigns. The Phelps agency takes great pride in having the ability and skills to create innovative solutions for businesses to build successful brands. The video case study pays close attention to the importance of using integrated promotional campaigns by being consistent. A brand is easily built through the repetitiousness of a message the consumers are continuously hearing. Some examples of companies shown are; PETCO, Western Dental Centers, Barbeques Galore, Tahiti Tourism, and Blue Shield 65 Plus.
Some communication strategies that they used were as follows; customer clubs, prints ads, internet retailing, coupons, and cross-promotions.
Blue Shield 65 Target Markets
Blue Shield is catering to the senior citizen that is 65 years of age and older. This population will focus on fulfilling the need of transportation that they experience when trying to get to their doctor appointments. The only requirement is to have Medicare.
Goal for Communications on …show more content…
Being on social media will not directly connect with all their target market. However, it will reach those family members that may be involved in assisting with transportation. This will help with spreading the work about Blue Shield’s services. A smaller percentage of the IMC needs to go to the media budget. Some older consumers are more socially active than others. Some good ways to directly meet this target market is by meeting them where they are. For example; senior citizen clubs, parks, and popular (bingo) hobby locations (Milner, C. 2014).
Timing for Media for Blue Shield 65 Target Markets
The timing of their product was good. The focus, creativity, length and message was all good. This campaign appears to be one that was planned and strategically developed.