DIGITAL MARKETING COMMUNICATIONS PLAN ASSIGNMENT

DESCRIPTION AND GUIDANCE

With the scenario from the Day 7 branding assignment - working on your Tex-Mex burrito restaurant, The Burrito Man (TBM).

You have completed your brand style guide and are ready for the next phase of your digital marketing initiatives with TBM. The executives have provided you with information to begin your marketing and outreach strategies. From your previous notes, you recall:

• Many of TBM stores are located within 1-3 km of a college and/or university.
• Tex-Mex burrito restaurants are very popular - there are a lot of competitors near all TBM locations.
• TBM prides themselves on being a friendly, family-oriented restaurant; they adopt a homier environment.
• TBM revenue doubles every year. They plan on opening up to ten more locations over the next ten years.

The executive team has also updated you with the following information:

• TBM's customer base frequently uses available promotions such as the storewide 20% discount; incentives work well.
• The customer is estimated to stick around for ten years maximum, with the average spend being $25.
• In this phase, TBM has a monthly budget of $5,000 for marketing purposes.

ASSIGNMENT STEPS

1. Based on the information provided in the case, what are the various IMC objectives? Explain why using the SMART goals format.
2. What elements of the IMC would you find appropriate for this scenario?
3. Using your answers from questions #1 and #2, and information from the case, draft an IMC strategy. Be sure to follow the eight steps outlined in previous lessons.