Berkley’s Integrated Marketing Communications plan Essay
The integrated marketing communication plan for Berkley needs to take into consideration the best communication tools that will maximize public awareness and lead to improved enrolment. We will examine the different communication tools or promotional mix and see how germane each will be in providing an optimal enrolment response. Each marketing tool should embrace the AIDA model: get Attention, promote Interest, engender Desire and stir Action to enrol at Berkley. Firstly, Berkley should use advertising: this is the act of using paid representation, especially in the media, to promote ideas, goods or services to a target market. Advertising can be immensely effective in the process of informing, reminding and persuading perspective students that Berkley is the ideal institution for them. Advertising on Television can be effective but expensive. Ideally, the advertisement should run during prime time or during the broadcast of special sporting events when viewership is at its peak.
The downside of using advertisement is that this may call for a large budget and viewers often want to skip advertisements when watching a program. Advertisement may also be placed in specific newspapers with high circulation. However, we have recently seen cases of newspaper going out of business because of the
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This refers to the process of leveraging and controlling attractive information directed at the public at large. Berkley may use media briefing. The media would run stories of Berkley’s great record of providing excellent academic services. The downside of using this approach is that some members of the target audience will be sceptical of the positive “spin” of the data put forward and not enrol. Finally, Berkley may use personal selling to enhance student enrolment. This refers to the process of using face-to-face communication to get attention, generate interest, provoke desire and finally encourage the target market to take decisive action to acquire the product. The company may utilize events such as career fairs at high schools and similar events to deliver effective offers to prospective students. The public then has the ability to seek immediate clarity, additional information and be guided by a knowledgeable representative to accept Berkley’s offer. Many persons are very comfortable to speak with a “live” person and Berkley’s personnel get the chance to build a relationship that could translate into actual enrolment. Personal Selling can only reach a limited market without attracting high costs. My advice would be to deploy a promotional mix of the tools and this will definitely improve enrolment.