Holiday Sale Integrated Marketing Campaign
This is a collection of assets I developed and designed for use in an Integrated Marketing Communications plan. An Integrated Marketing Communications strategy provides consistency by delivering the same marketing message using the same branding graphics and assets across multiple communications channels. As the customer transitions from one touch point to the next, they will be provided with a consistent marketing message that engenders trust and conforms to the customers’ expectations, thus increasingly the likelihood that a sale will occur.
Banner Ad Designs:
The banner ads above illustrate the visual strategy for the Integrated Marketing Campaign. The company’s usual brand color is royal blue and photography is used throughout the year in the majority of the company’s marketing materials. The Holiday Sale campaign features the seldom-used monochrome white version of the logo against a red abstract backdrop to contrast with the marketing assets displayed throughout the rest of the year. Golf balls mixed with ornaments describe the business while also implying holiday festivities without highlighting a specific religions tradition. The royal blue brand color is still present in the accent details of the graphics surrounding the promotional message. The result is a vibrant holiday and golf theme that contrast significantly with the company’s traditional graphics that is guaranteed to catch the attention of the target demographic.
Social Media Assets
The preferred strategy is to share a link directly to the Holiday Sale landing page using the Facebook timeline post image as the post heading. The twitter and facebook banners have been designed with the layout balance shifted to the right. Once the square profile avatar displays over the top of the banner on the left, the layout balance will be restored.
The email design is the first marketing piece that customers will likely see once the Integrated Marketing Campaign is launched. This email is sent on the morning of Black Friday to initiate the start of the Holiday Sale. This was the first item created for the IMC and all other marketing materials were developed using elements recycled from this design.
Landing Page Design
This wireframe illustrates the layout of the Holiday Sale landing page. The dominant element of the design is the contact form. The Promotional Area Slider provides minor details about what services are included as part of the Holiday Sale, but the details are deliberately vague in order to encourage customers to inquire by phone or the contact form.
The webpage developed from the wireframe shows the landing page utilizing the company’s brand fonts and colors. The sidebar graphics highlight some of the services that are discounted during the Holiday Sale and provide links to pages that describe those services. I eventually coded this Landing Page using HTML5 and CSS3 and integrated the contact form with the company’s Salesforce account.
The video slider is used to link to the company’s YouTube videos that provide helpful golf tips and videos about our service offerings. New videos are released throughout the sale to drive traffic to the company website. The ecard content graphic does not feature a specific call to action, but it is sent out approximately one week prior to Christmas to gently remind customers about the brand itself. Because the company is a high-end and boutique service, we occasionally send eblasts that have no purpose other than to provide helpful golf tips or lifestyle advice. These emails reinforce the brand without aggressively marketing to the customers. This ecard graphic does link to the Holiday Sale landing page if someone clicks on it and it has been designed to fit in the main content area of the email design shown above.