Title: IMC Report on Super Star Educational Agency

Name: Yan Chen

Student Number: s0241465

Course Code: MRKT20024

Course Name: Integrated Marketing

Assignment Number: 2

Assignment Name: IMC Report

Due Date: 25th September 2013

Course Coordinator: Warren Lawson

Lecturer: John Hegarty

Tutor: John Hegarty

Word Count: 3365 (excluding the reference list, title page,

executive summary)
 Yan Chen
CEO

Super Star Educational Agency

Shanghai

ABN: 12345678

ACN: 12345678

Super Star Educational Agency

Media Plan

Prepared: 23/09/2013
Yan Chen s0241465

Executive Summary

This IMC report introduced a new company, the Super Star Educational
Agency, and the product and service provided by this company. In order to
effectively promote the new product and service to the potential target
audience, this report created a profile for its target audience based on
psychographic, behavioural, geographic and demographic segment.

In this writing, five communication objectives were developed for the Super
Star Educational Agency. In order to achieve these communication objectives,
this report also developed an Integrated Marketing Communications plan for
the Super Star Educational Agency.

In this media plan, a choice of adverting strategy was selected and some
media vehicles were chosen and the reasons for each selection were justified
as well. In order to successfully launch the new product and service, the
following recommendations were made for the Super Star Educational Agency:

- This company should use TV campaign in the beginning stage so as to

reach to massive target audience.
- The Internet would be a main focus for this company as the cost of this
adverting is very low. Therefore, this adverting strategy should be used
without a stop.
- Trade show is regarded as a reliable media source; therefore, the Super
Star Educational Agency should utilise this type of media vehicle to
build up brand image.

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Table of Contents

Title Page
Executive Summary.......................................................................i

Table of Contents.........................................................................ii

1.0 Introduction.........................................................................1

1.1 Background Information........................................................1

1.2 Aims................................................................................2

1.3 Scope..............................................................................2

2.0 Target Audience....................................................................2

3.0 Communication Objectives.......................................................5

4.0 Creative Advertising...............................................................6

4.1 Unique Selling Proposition Strategy..........................................6

4.2 Justification of the Choice.....................................................6

5.0 Media Plan...........................................................................7

5.1 Vehicles...........................................................................7

5.1.1 TV................................................................................8

5.1.2 Internet.........................................................................9

5.1.3 Print and Support Media....................................................10

5.1.4 Trade Shows..................................................................12

5.1.5 Radios..........................................................................13

5.1.6 Corporate Advertising.......................................................14

6.0 Marketing Budget Consideration................................................14

7.0 Conclusion..........................................................................15

References................................................................................17

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List of Tables

Table 1 Target Audience Profile ………………………...………………………………………….4

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1.0 Introduction
This introduction will demonstrate the background, aim and scope of
this IMC report.

1.1 Background Information

This report introduces the Supper Star, an educational agency,

which will enter into Chinese market by 2014. The headquarter
of this company is located in Shanghai, China, and this company
also has offices in Beijing and Shanghai. The Super Star
Educational Agency is an educational agency, which is
responsible for attracting Chinese school students to Australia
both for leisure, learning and exploring. To be more specific,
this agency provides a variety of short-term educational
programs and camps for Chinese school students the opportunity
to take advantage of the simulating intellectual environment at
primary schools and high schools in Australia to further pursue
their learning and research abilities. This company specialises in
offering a unique visiting program for Chinese school students.
Specially, Chinese school visitors would be given opportunities to
attend classes, workshops, and school events, as well as access
to the school library and computing system. This company aims
to promote Australia culture, lifestyle and educational system to
Chinese students and parents. Overall, clients of this company
would be provided great opportunity to practise their English
language skills as well as explore Australian culture and lifestyle.

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1.2 Aims
This report is to develop an Integrated Marketing Communication
plan for the Super Star Educational Agency for the purpose of
successfully promoting this new company and launching its
intangible product and service to its target audience who are the
school student in China.

1.3 Scope
This IMC report aims to develop an effective media plan for the
Super Star Educational Agency. In order to accomplish this goal,
five communication objectives, which are relevant to this
agency, are developed. Moreover, one creative advertising style
is chosen and justified as well. It is a matter of fact that there
are many educational agencies existing in Chinese market and
they also provide some similar products and services as the
Super Star Educational Agency. Therefore, in order to
successfully promote the Super Star Educational Agency, achieve
five communication objectives, a media plan will be developed
through a selection of some appropriate media vehicles. The
research for this writing was conducted through second data
research, utilised peer reviewed journal articles and textbooks
accessed via Central Queensland University and the Internet.

2.0 Target Audience

Targeting allows marketers to deliver their messages more accurately
so as to avoid wasted coverage to customers who are not the potential
target audience (Chitty et al. 2012). A market needs to segment a
market so as to target a product better to its customers. Kotler et al.
(2013) emphasised that segmentation is an effective market technique,

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which allows marketers to deliver marketing messages to their target

market segment. Through segmentation, it can avoid wasting media
coverage. Therefore, the Super Star Company will have to segment its
market before launching its products to the market. Mover, this
company will target its market in line with the five standard criteria of
effective segmentation: substantiality, actionability, measurability,
differentiability and accessibility (Claudiu, Lonel & Tudor 2008; Ebitu
et al. 2012, Oestreicher 2011; Kotler et al. 2013).

It can be easily identified that the Supper Star Educational Agency

offers intangible goods, namely, special educational service, for school
students who come from China. Therefore, the target audience for this
company is students aged 8 to 18 years who come from the most
densely populated areas: Shanghai and Beijing, in China. Clearly, this
target meets the criteria of effective segmentation because it is
worthwhile to target the major metropolitan area with large population
as geographic target area. With regards to the psychographic profile of
the target audience, this company will focus on people who are
dynamic and open-minded, very enthusiastic and positive, like
adventure, have openness to experience personality traits, enjoy trying
new things and love exploration. They prefer socialisation and absorb
new information. Generally speaking, the target audience will be
students who come from middle or higher class with relatively high
household income and leading active life style. The table below
demonstrates the target audience’s profile in detail (Debasish &
Muralidhar 2013).

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Table 1: Target Audience Profile

Target Audience Profile

A Psychographic Socio-economic status, values, attitudes and lifestyle

grouping, personality
Needs-motivation self-actualisation, aesthetic needs, cognitive needs
Social class Middle, upper
Personality novelty seekers, innovators

B Behavioural Purchase occasion, benefits sought, user status, usage

rate, loyalty status, buyer-readiness state, attitude
Buyer-readiness Aware, informed, interested, desirous, intending to buy
stage
Attitude towards Enthusiastic, positive
product
C Demographic Age and life-cycle stage, gender, income, occupation,
education, religion
Age 8 to 18 years old
Sex Female, male
Education Primary school, Middle School, High School
Nationality Chinese

D Geographic Region, city size, density, climate

Region Beijing, Shanghai
City size Over 20 million, 23 million
Density Major metropolitan areas
Source: Kotler et. al (2013)

3.0 Communication Objectives

According to a study undertaken by Chitty et al. (2012), the objective
of marketing communication is to enhance a brand’s equity. Effective
marketing communication objectives generally involve creating brand
awareness; promoting product; developing company knowledge, such
as its attributes and its benefits in consumers’ mind; influencing
interest or customers’ attitudes; developing the product’s image; or

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influencing consumers’ purchase intention. That is to say that

communication through advertising has five functions, such as
informing, persuading, reminding, adding value, and assisting the
marketer’s other marketing efforts (Ladipo, Nwagwu & Alarape 2013;
Jerman & Završnik 2012; Odunlami & Ofoegbu 2011).

In order to successfully launch its intangible products to customers in

2014, the Super Star Educational Agency has developed five
communication objectives. To begin with, this company will definitely
need to create and increase customers’ awareness of its new brand,
inform consumers about its brand’s characteristics and merits, and
facilitate the creation of positive brand images. After the introduction
of its brand and products, the Supper Star Educational Agency will have
to persuade prospective consumers to try its products and services,
namely, promote its products and services to all potential consumers.
Also, this company should aim to increase consumers’ interest in its
product and service. Moreover, this new company will have to develop
its product image by effective advertising. By doing this, consumers can
view this company as being more reliable, more trustful, more
prestigious and of a higher quality. What’s more, this company can also
influence consumer purchase intention through effective
communication. To be more specific, this company will develop a
unique promotion campaign to attract consumers’ attention, which can
greatly influence consumers purchase intention (Chitty et al. 2012;
Odunlami & Ofoegbu 2011; Low 2000).

4.0 Creative Advertising

This report will demonstrate one style of creative advertising, which is
specially selected for the promotion of Super Star Educational Agency’s

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intangible products and services. Justification of this selection will be

discussed in the following section as well.

4.1 Unique Selling Proposition Strategy

Chitty et al. (2012) emphasised that there are 6 distinct creative
advertising strategies which are categorized into 3 groups:
functionally oriented, symbolically or experientially oriented and
category-dominance oriented. Through analysing and evaluating,
the most applicable advertising strategy, namely, the unique
selling proposition strategy is selected for the Super Star
Educational Agency. Chitty et al. (2012) stated that the USP
strategy could give consumers a clearly differentiated reason for
selecting one service provider rather than its competitive
company.

4.2 Justification of the Choice

According to the company profile, the Super Star Educational
Agency aims to provide unique educational services for Chinese
school students. Specifically, the service provided by this
company possesses a relatively lasting competitive advantage
because it allows Chinese school students to attend classes,
workshops and school events, as well as access to the school
library and computing system in Australia primary schools and
high schools. Nowadays, there are a vast number of companies
providing similar services for consumers in China. In order to
successfully launch a new product and service in such a highly
competitive market, the Super Star Educational Agency should
work out effective marketing strategies and segment its product
to the target audience in China.

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Through analysing and evaluation, the unique strategy is

recognised as the most appropriate adverting strategy, which
can best suit the product attribute of the Super Star Educational
Agency. This USP strategy Educational Agency can effectively
assist the Super Star Educational Agency to create brand
awareness; promote product; develop product attributes and its
benefits in consumers’ mind; influence interest; develop the
product’s image; and influence consumers’ purchase intention.

5.0 Media Plan

In this section, a media plan for the Super Star Educational Agency will
be developed for the purpose of effectively build brand equity and
achieve communication objectives.

5.1 Vehicles
In order to successfully promote the Super Star Educational
Agency and obtain communication objectives, several media
vehicles such as TV, radios, Internet, billboards, print
advertising, and transit advertising, to name a few, will be
selected so as to widely reach target audience (Taylor 2013).

5.1.1 TV
Undoubtedly, Television has almost universal reach in
China and nowadays there are about 700 conventional
television stations, 3,000 cable channels and 1,000 radio
stations. Everyday millions of Chinese people would watch
television. Television has been recognized as the favourite
form of broadcast media. Also, it is considered as the

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most cluttered of all the ad media. It is well known that

the TV ads can reach its potential consumers through both
auditory and visual sense, engaging viewers’ senses,
attracting viewer’s attention, providing entertainment
and generating excitement. Furthermore, it can activate
customers’ awareness on a product and stimulate their
minds (Romaniuk 2012; Chitty 2012; Olatunji 2011, Belch
2012; Harvey et al. 2012). Therefore, the Super Star
Educational Agency should select television, the most
effective advertising tool to reach its target audience and
convey the intended message.

This company will develop a two-week TV campaign

before summer vacation and winter vacation in China. As
the most popular programs are scheduled between 7 p.m.
and 10 p.m., which is the prime time (Swaminathan &
Kent 2013); therefore, advertising of the Super Star
Educational Agency will be aired during this period
nationally. Moreover, in this TV advertising, the
information about the coming trade show of this company
will also be released. Also, the TV coverage will be
supported online. Consumers can also watch the TV
advertising through the Internet.

5.1.2 Internet
In order to foster brand awareness and encourage sales,
the Supper Star Educational Agency will mainly focus on
the Internet and online advertising. This is mainly because
social networking websites and blogs are platforms that
are easily accessible to anyone with Internet access as
well as they serve as relatively inexpensive platforms for

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the Super Star Educational Agency to implement

marketing campaigns (Jerman & Završnik 2012).
Therefore, this company will always use the Internet and
online adverting to promote its products and services.
Unlike the TV campaign, the company will ensure there is
always online advertising campaign available.

With online advertising the Super Star Educational Agency

and customers can be engaged in a reciprocal exchange of
information rather than simply transmitting and receiving
a marketing message. That is to say that consumer
interactions can be recorded and examined so that the
Super Star Educational Agency can identify patterns of
consumer behaviour, which may suggest possible
marketing strategies. Alternatively, these insights can
enable future marketing campaigns to be targeted and
more efficient (Chitty 2012; Belch 2012).

What’s more, the accessibility of the Internet and online

adverting can provide potential consumers with timely
responses regardless the geographic location and time.
That is to say that consumers can always get some level of
information or response outside the Super Star
Educational Agency business hours.

Clearly, online advertising is an effective adverting

strategy for the Super Star Educational Agency.
Therefore, this company will promote its service mainly
through the Internet. To be more specific, this company

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will create its own website and this website will link to
the social networking, such as Twitter, Facebook,
LinkedIn and YouTube, to name a few. As social media is a
digital platform that facilitate people sharing information,
images and videos; therefore, the Super Star Educational
Agency will participate in this type of media. By doing
this, this company will learn about customers’ needs and
views; build a dialogue and engagement; reach consumers
where they visit and enhancing advertising; achieve brand
equity and relationships; and increase exposure (Chitty et
al. 2012; Goldfarb & Tucker 2011). What’s more, this
company will utilise the static of banner ads (Nihel 2013),
placing its advertisement on educational and travelling
websites as people intending to travel or study aboard
would visit those sites. Also, the banner ads will allow
click throughs to the Super Star Educational Agency
websites (Chitty et al. 2012).

5.1.3 Print and Support Media

The Super Star Educational Agency will also use print and
support media as advertising medium, as newspapers,
magazines and billboards can offer greater opportunities
to reach target markets with relatively low cost compared
to other broadcast media (Rosengren & Dahlén 2013).

To begin with, newspapers in China have a readership of

over millions and traditionally newspapers have been the
leading advertising medium. Even though there is a
declining number in newspaper readership in China, there
are still a vast number of loyal newspaper readers.

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Therefore, the Super Star Educational Agency will buy the

right corner of the newspaper page in Shanghai and
Beijing local newspapers. This company will prepare a
four-week newspaper campaign and have its
advertisement published in newspapers before school
holidays in China.

Alternatively, the Super Star Educational Agency will

choose educational and school magazines so as to reach
its target audience and satisfy the target market
objective. As magazines can be categorised by audience,
geographical location, and demographics of readership;
therefore, monthly or yearly local school magazines and
educational magazines are good choices for the Super Star
Educational Agency.

Besides this, the Super Star Educational Agency will

launch its product through large–format billboards so as to
create name recognition. Billboards will be placed along
roads that carry significant traffic in Shanghai and Beijing.
In the subway stations, the rotagraphic displays will be
utilised so as to capture pedestrian’s attention by
movement. It will also deliver message personally to
commuters in the form of movie tickets and shopping
receipts.

Studies (Danaher & Dagger 2013; Taylor 2013; Chitty et al.

2012) show that transit advertising is designed to connect
with the audience while they are moving or in transit.

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This type of advertisement can be placed interior within

vehicles or exterior outside of vehicles, such as bus, taxi
and underground. Because of the high volume of traffic,
the attraction of the transit building itself such as bus
station or subway station is very strong. Adverting on bus
shelter is geographically selective and can have high
impact with high level of repeat exposure. Therefore, the
Super Star Educational Agency will definitely use transit
advertising to reach pedestrians, drivers and vehicle
passengers.

5.1.4 Trade Shows

Trade show is a temporary forum for companies to exhibit
and demonstrate their products and services to
prospective consumers. It is a cost-effective forum
especially for introducing new products and services.
Through this trade show, products and services can be
well demonstrated, consumer enquiries can be addressed
timely when consumers are actively seeking information
about the product and service, and product feedback can
be collected. Moreover, in China, educational trade show
is regarded as a more reliable advertising channel.
Therefore, the Super Star Education Agency will certainly
use this temporary forum to present its company to
customers, introducing products, taking products orders
and enhancing company’s image. This company will have
a booth in educational exhibition. In order to attract more
customers’ attention in the trade show, this company will
run a special campaign. That is to say that after
completing a survey for this company, all visitors will be
given a chance to enter into a draw and the winner will be

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given a free travelling voucher to Australia. What’s more,

the advertising about the trade show will be released
through TV, radio, billboards, and transit advertising.
Thus, more interested consumers will come and support
the campaign (Varan 2013).

5.1.5 Radios
Radio is another effective advertising strategy for
advertisers because it can be used to pinpoint
advertisements to specific groups of consumers. In China,
almost all homes have a radio and all cars have a radio.
This indicates that radio is an influential advertising
medium. Similar to the television industry, the Chinese
radio industry has several networks such as local and
national stations. Radio advertising is relatively cheaper
than other mass media, such as TV and magazines, to
name a couple. It can reach massive potential consumers
on a personal and intimate level. Therefore, the Super
Star Educational Agency will use radio to broadcast its
advertisement during daytime. The local radio announcers
will be hired to do this job as they are convincing
(Danaher & Dagger 2013; Taylor 201;, Chitty et al. 2012).

5.1.6 Corporate Advertising

Sponsorships are a major aspect of marketing
communications for many Chinese companies. Previous
studies by a number of researchers (Simmons & Becker-
Olsen 2006; Chitty et al. 2012) have identified that
sponsorships involve investments in events or causes for
the purpose of achieving various corporate objectives,
increasing brand awareness, enhancing brand equity, and

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facilitating target segmentation strategy. Also, event

sponsorship is a form of brand promotion that associates
the brand to an entertainment, cultural or social activity
relevant to the target audience. Therefore, the Super
Star Educational Agency will sponsor school anniversary
celebration and school excursions. In this campaign,
students will be given hats, tee shirts or pens labelled
with the Super Star Educational Agency logo (Smith 2010).

6.0 Marketing Budget Consideration

General speaking, operating an effective media plan requires a large
amount of money (Danaher & Dagger 2013). Financial budgets are
usually developed to cost effectively achieve the marketing
communication objectives. Therefore, the Super Star Educational
Agency should develop a marketing budget according to the cost of the
media vehicle, the cost for gathering research data and monitoring
shifts in the marketplace. That is to say that this company will have to
allocate funds from its operating budget so as to cover adverting,
promotion and some other costs which are associated with marketing.
In order to do this, this company should use a combination of top-down
and bottom-up budgeting to establish the total marketing budget,
allocating funds to marketing communication managers and other
organisational units.

Obviously, the cost of media advertising, especially the TV advertising

is very expensive; therefore, this company aims to develop only two-
week TV campaign before school holidays. It will mainly focus on other
less expensive vehicles, such as the Internet advertising, trade shows,
corporate advertising and transit advertising, to name a few. As the

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Super Star Educational Agency is a new company, in order to achieve

its communication objects, this company will have to invest a large
amount of money in promoting its products and services to prospective
customers.

7.0 Conclusion
In conclusion, the Super Star Educational Agency is an educational
agency, which will be established by 2014. This report briefly
introduced the background, objectives and service of this company. As
a special educational agency, this company will aim to provide unique
international program for Chinese school students in Shanghai and
Beijing. In order to further understand this company’s potential
consumers, a copy of targeting customers’ profile was illustrated in the
first part of this report. The target market was segmented according to
different segmentation variables. All the segments were measurable,
accessible, substantial, differentiable and actionable (Chitty 2012;
Claudiu 2008; Belch 2012). After the introduction of this profile, this
report also developed five communication objectives for the Super Star
Educational Agency.

Moreover, a media plan was also developed to promote this new

company and launch its product and service to the Chinese market. In
this media plan, a unique adverting strategy was suggested for the
Super Star Educational Agency. Besides this, this media plan also
selected a variety of media vehicles: TV, print advertising, digital
marketing, radios, billboards, transit advertising and corporate
advertising to promote the company, creating brand awareness and
encouraging purchasing. The reasons for using these adverting
strategies were justified and well explained. As adverting would be

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very expensive; therefore, this report has also taken this issue into
consideration and provide a brief marketing budge analysis.

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