Prepare an integrated marketing communication plan

Assignment Help Marketing Management

Reference no: EM133318908

Assignment:

Jake's Cafe operates a small chain of 30 locations throughout the great Toronto, Hamilton area. Jake's is known for offering excellent hot beverages (coffee, tea, hot chocolate and speciality drinks). Cold caffeine beverages and breakfast, snack and lunch foods. The cafe's are located near post-secondary schools and downtown business districts from Hamilton to Oshawa. They have a reputation for offering good value, fast service and an artsy, comfy, chic atmosphere. Inspired by Starbucks, Jake's launching a hybrid digital app.

This app will allow users to order before arriving at a location and collect loyalty points. Users will also be able to pay with the app by preloading with money. The Jake's Quick Cafe App will let users save time for ordering and pick up. Jake estimates that users will be in and out of a cafe in less than 1 minute versus the 7-minute average wait when ordering inshore. Jake has developed an email list of 25,000 customers. They have given permission to receive marketing emails from Jake's. Over the next 6 months, Jake's wants 5,000 downloads of the new Quick Cafe App. Jake also has a website where special offers, coupons, and new menu items are published each week. Most of the 25,000 email recipients check the website at least once every 2 weeks.

Your Task: Prepare an integrated marketing communication plan to achieve Jake's objective.

Make sure to include:

The product, the key selling concept
The target market
The business objective, a marketing communications objective
A strategy
The tactics should only include owned media for the tactics.
An attention-grabbing tagline
What would you measure to assess if you are going to be successful in achieving the business objective?

Reference no: EM133318908

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