Marketing Communications Tools for Fresh & Healthy Greens
DIVERSE AND INCLUSIVE BRAND COMMUNICATIONS
Assignment Overview
**Complete this Module’s Case before the Session Long Project**
Brand Communications
We have been developing online marketing communications. We will now move to offline channels of an Integrated Marketing Communications (IMC) program.
Session Long Project 2 Resources
What is Integrated Communications in Marketing? (2022)
The Ultimate Guide to Content Marketing Strategy (2022)
How to Create Engaging Content by Writing to One Person (2022)
Culture Explained (2022)
Culture and Marketing (2022)
Gender and Culture (2022)
SLP Assignment
Company Overview
Begin with a brief company overview.
IMC Application
Using module resources and your own research, select three marketing communications channels: one online and two traditional, that will be used to market your business. Explain why they were chosen based on the business, its target market and competition. (Research Required). (1 ½ pages in length)
The IMC Campaign
Create the first marketing communication.
Create the second marketing communication.
Create the online marketing communication and add it to your website or social media. (Share the link).
Analysis
Analyze the three marketing communication pieces. Do they include aspects of diversity and inclusivity? Explain (Research Required). (3/4 page in length)
No quotations are permitted in this paper. Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” across the grading rubric. This is a professional paper; not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.
SLP Assignment Expectations
Use the attached APA-formatted template (MKT501 SLP2) to create your submission.
The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.
Your submission will include:
University cover page
A paper with APA citations (Company introduction, 3-page body (including MCs, 2- to 3-sentence conclusion)
The reference list page in APA format
Session Long Project 2
Student’s Name
Institution
Course
Date
Session Long Project 2
Businesses are increasingly serving a diverse consumer population, which calls for inclusivity and diversity when creating marketing communication plans. The target audience must see itself in the marketing activities of the business. This paper presents three marketing communications tools for Fresh & Healthy Greens and evaluates them for inclusivity and diversity.
Company Overview
Fresh & Healthy Greens is a forward-thinking café in Seattle, Washington. It offers a wide variety of organic, vegan, and gluten-free foods and drinks to meet the diverse dietary needs of its health-conscious clients. It is committed to fostering a healthy and sustainable lifestyle, and its tagline, "Fresh eats, fast," reflects its commitment to delivering nutrient-rich, wholesome food at lightning speed. Fresh & Healthy Greens aims to be a cornerstone of the Seattle community, creating a welcoming atmosphere and focusing on sustainability and health for individuals seeking delicious and nourishing meals.
IMC Application
Fresh & Healthy Greens can use e-mail marketing, billboards, and sales promotion. E-mail marketing is a kind of online marketing communication channel that involves directly engaging consumers and potential consumers (Luck et al., 2021). It allows brands to send personalized messages directly to consumers to either inform them of new and existing products or persuade them to take action. The action can be to join the brand's movement, stay subscribed for more personalized e-mails, or make an order by clicking a link shared in the e-mail. This marketing communication channel is effective for Fresh & Healthy Greens because it will allow the company to interact directly with health-conscious consumers. Also, its target audience consists of millennials, and according to Luck et al. (2021), e-mails are popular among millennials. Further, e-mails are the most cost-effective marketing communication channel. According to Ang (2021), brands that use e-mails do not need to print letters or pay postage, making e-mails the most cost-efficient. This cost-efficiency will allow Fresh & Healthy Greens to reduce its operational and marketing costs and offer more competitive prices for its organic foods and drinks.
Billboards are a traditional marketing communication channel that involves large-scale print displays to market a company’s products or services (Fortenberry & McGoldrick, 2020). Billboards are a form of outdoor advertising strategically placed so that consumers can see them while they are in transit. According to Luck et al. (2021), billboards are an effective mass marketing communication tool that helps companies create brand awareness and attract customers. This tool is suitable for Fresh & Healthy Greens because it will reach a large audience within Seattle. Any health-conscious consumer in transit will see the billboard and become aware of the company's offering. Thus, it will attract new customers. In addition, it will ensure existing customers come back. Fortenberry and McGoldrick (2020) reveal that billboard advertising not only attracts new customers but also enhances the retention of existing ones by influencing their patronage decisions. Billboards can ensure Fresh & Healthy Greens remains competitive because it helps remind consumers of its existence, ensuring they return frequently.
Lastly, sales promotion involves providing consumers with an incentive to facilitate product consumption. Although sales promotion is a short-term marketing tool, it effectively attracts the attention of customers and encourages them to respond quickly before the promotion is over (Mustafa et...