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Strategy Pt 3: Budget & KPIs for Tatum Studios Inc.

Barbara Tatum

Full Sail University

March 21, 2021

Section 9: Integrated Marketing Strategy

Integrated marketing communication is a concept that is used by organizations to integrate and coordinate and its many communications channels to deliver a clear and consistent message to the target audience (Finne & Grönroos, 2017). An integrated marketing strategy will ensure that the messages that are passed by the company are consistent and complement each other. Tatum Studios Corporation will use different tools of integrated marketing communications.

One of the tools that will be used to communicate about the products and the services of Tatum Studios is advertising. Advertising is a means of communication with the users of a product or service and the target audience through an agent. Tatum Studios will advertise both on radio and TV. Tatum Studios will hold a TV and radio show in one of the most popular among the target customers. The TV and radio programs will run for a month. They will create awareness about the studio. It will also be a chance for the studio to show the target audience their values thus creating their brand.

The corporation will also use social media to communicate with its customers. Tatum Studios will create social media accounts on Facebook, Instagram, Twitter, and YouTube. The messages that will be posted on the corporation’s social media sites will be consistent and it will communicate the values of the studio thus creating awareness (Tuten, 2020). Moreover, two members of the studio staff will be sponsored to join Mandy, Movidiam, and Shooting People to share targeted messages about the company.

The company will also use digital public relations to promote information about itself. The studios will interview willing independent filmmakers once monthly. The interviewees will be asked to share the interview on their social media sites. Additionally, the company will start a blog series to educate independent filmmakers (Verčič et al., 2015). That will create awareness about the studio.

Section 10: Campaign Budget

Particulars	Amount (In $)
Sponsored SEO	2200
TV and Radio advertising	1500
Social Media Advertising	2750
Digital public relations	2500
Labor expenses	6000
Licenses	5000
Maintenance of Equipment	500
Rent	2000
Miscellaneous	1000
TOTAL	23,450

Section 11: KPIs

In this section, the key performance indicators of all the marketing techniques that are used by Tatum Studios Corporation will be identified. The marketing techniques that will be used are search engine optimization, social media marketing, radio and TV advertising, and digital public relations.

	Objective	Goal	KPIs	Target
Search Engine Optimization	To reach more than 1,000 people through the company’s website	To increase the visibility of the studio and promote its brand.	The company should reach at least 500 people through their website monthly	Starting and experienced independent filmmakers
Social media marketing	To attract customer interactions via social media and create customer engagement	To increase awareness about the brand and engage the customers to promote customer satisfaction (Tuten, 2020)	Sign an average of 50 new contracts monthly from people who learned about the studio via social media marketing.	Starting and experienced independent filmmakers
Radio and TV advertising	To promote the brand of the studio through educating the viewers and listeners of the radio and TV programs	To create awareness about the studio and educate, and appeal to the aspiring or professional filmmakers	Attract 100 new registrations from people who learned about the studio via radio and TV advertising.	Starting and experienced independent filmmakers
Digital Public Relations	Create effective and meaningful relationships with the target audience.	To educate the people who want to become independent filmmakers and appeal them to sign contracts with the studio	Sign an average of 50 new contracts monthly from people who learned about the studio via digital public relations and receive more than 100 queries and feedback from customers	Starting and experienced independent filmmakers

Section 12: Analytics

In this case, the analytics of how the campaign's success will be measured will be explained. The objective of the marketing campaign is to increase awareness about the studios thus increase the number of customers. Tatum Studios targets independent filmmakers. The studios offer a variety of services at very low prices. To measure the campaign's success, the number of customers that have been attracted by each marketing technique will be identified. The customers that visit the studios will be asked to indicate how they heard about the studio as they fill out the registration form. The data will be compiled and divided according to the marketing technique that was used to reach the customer. The data will be analyzed monthly to indicate the number of new customers from the various marketing techniques monthly. That will be used to measure the effectiveness of the marketing techniques and identify the most successful marketing techniques. That will be used to identify the marketing techniques that may be used effectively and come up with strategies that may be used to improve the performance of the marketing techniques that are performing poorly.

References

Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing.

Tuten, T. L. (2020). Social media marketing. Sage.

Verčič, D., Verčič, A. T., & Sriramesh, K. (2015). Looking for digital in public relations. Public relations review, 41(2), 142-152.

�23/25- Overall, a very good introduction. Some formatting issues and a little repetitive. To make this section “sleeker,” I would actually delete the first paragraph.

�I appreciate the definition of integrated marketing, but you can remove this paragraph. You have a strong introduction in the next paragraph.

�12/25- Still missing an explanation of why your budget is allocated this way. This is stated directly in the grading rubric and my recorded lectures. Also, is this for the year or monthly? That needs to be stated.

�20/25- Overall, good effort here, however, you need to switch the content from KPIs to target. The target is the actual, desired and numerical result that you want. This is stated in the recorded lectures (class seven specifically) covering Assignment Three.

�8/25- Sadly this section is not following laid out in grading rubric or the live lectures.

�What marketing programs will you use specifically to measure results?

�Website form?

�With respect, what does this mean?

�Again, which analytical programs will you use? Google Analytics? Hootsuite? Constant Contact?