Integrated Marketing Communications

Your task is to produce an integrated marketing communications plan for a Harvey Nichol’s Birmingham Bar and Brasserie. The objectives of the plan are as follows.

To create awareness of Harvey Nichol’s Bar & Brasserie (Birmingham) to a wider audience.
To increase footfall and sales into Harvey Nichol’s Bar (Birmingham) during week days.
To increase footfall and sales into Harvey Nichol’s Brasserie (Birmingham) during week days.
Please refer to the specific brief issued alongside this assignment document, giving more detail of the current situation).

Notes for guidance:

Your IMC Plan should include the following elements.
• Your plan should be properly formatted (see Appendix 01).
• A clear detailed understanding of the target audience, their needs and motivations, identifying any relevant trends.
• A clear aim and communication objectives for your plan
• A fully integrated marketing communications plan utilising all relevant elements of the communication mix with clear and consistent brand positioning.

• Chosen tactics should reflect the needs and motivations of the target audience and deliver your strategic objective. Any ideas should reflect the future marketing activity of the organisation and NOT simply discuss current marketing practice.
• Your plan should reflect contemporary best practice in marketing communications. Your IMC plan can use current communication channels but any new ones used must be considered in terms of cost.
• You should be clear as to ways of monitoring & measuring the success of your marketing activity. You should discuss any potential issues/problems with the implementation and control of your ideas, including the measurement and monitoring of potential future success.