Integrated Marketing Communication Plan for Julianne Ayers and VIA: It Just Works

Date: November 21, 2016

Project: Julianne Ayers and VIA: It Just Works
Project Team Members: J ulianne Ayers
Campaign Overview
Although publications such as The New York Times, The Guardian, and the Ad Age
have predicted an unprecedented rise in data analytics use in advertising, the foundation of
such an industry relies heavily on creativity and fresh perspectives. VIA is unique to the
numerous large ad agencies in the New England area because of its dedication to creativity,
originality, and authentic client satisfaction through hard work. This marketing endeavor aims to
demonstrate to VIA just how valuable Julianne Ayers would be as an addition to their team as
Project Manager. In this position, Julianne would be able to utilize her many leadership and
creative skills, among others, as a Marketing Communications major preparing to graduate in
May of 2017.
Found in 1993, VIA is recognized as an independent leader in the Advertising world, and
an agency such as this requires hires that will bring even further consistently original success to
the mix, and Julianne can do just that. Julianne thinks outside the boss in terms of leadership,
meaning that her style is one led by creative intelligence, empathy, and transparency. Through
the marketing mix used throughout this campaign, we will demonstrate to VIA why Julianne will
make a valuable and accountable addition to the agencys growing team. The tagline used
throughout the campaign will be as follows: It Just Works, and the logo (with or without tagline)
will be used in all pieces of the marketing endeavor. (Please note: for copywriting purposes,
these will only be shared with you at VIA)

Target Audience
VIAs creative work has received praise from Ad Week, Advertising Age, and The New
York Times, but the clients success shows for itself just how effective this agencys marketing
style is. The emphasis on client satisfaction is evident in that not one section, but one half of the
entire VIA website is dedicated to client work. More specifically, Vaseline, a well-known
company owned by Unilever, has benefited from a guerilla marketing strategy used by VIA in
which two sets of clay lips were placed on a large truck. The lips were brought through fierce
conditions including heat, intense cold, rain, and so on. Only one pair of lips, however, was
protected by layers of Vaselines lip-protectant, and that pair was much smoother than the other,
intensely-chapped pair. Creative thinking such as this leads to greater client success, and VIA is
searching to build its independent agency even more to spark future achievements such as
these.
The Project Manager position itself asks the applicant if he or she ever tears up at the
thought of a well-crafted schedule. VIA uses the relatable, welcoming tone used throughout the
website, and effectively draws interest to the job position by weeding out individuals who are not
specifically interested in what the job consists of. Clear, effective communication skills are
required, as well as managerial sufficiency, strong problem-solving skills, attention to detail,
aptitude for organizing complex projects, and others.

Marketing Objective
While lacking professional managerial position in what professors keep referring to as
the real world, Julianne makes up for it in her managerial position in the a capella group on
campus, ECHO, former experience as a student orientation leader, and most relevant, her

experience as a leader of a marketing endeavor for the North Shore Health Project. The
purpose of this campaign is to show the value that Julianne can and will bring to VIA. Creating
the campaign itself is a clear representation of how her brain is both creatively and
organizationally-oriented, and how this will carry over to her responsibilities as Project Manager
at VIA. The mission statement of the campaign is as follows:
As a growing professional in the growing advertising industry, Julianne Ayers hopes to
have the opportunity to bring unique managerial strategy, creative intelligence, and
self-awareness to VIA in order to inform further success in the agencys endeavors.

Proposition, Promise, and Benefit

As advertising professionals, it is universally understood that promises must not be
made unless they are 100% attainable and reliable, and so this is said with great seriousness:
the promise of Juliannes personal brand is that she will never back down on an assignment that
frustrates her because of its difficulty or seeming impossibility, and she refuses to give anything
but her all as an employee. Not using your creative, emotional, and analytical intelligence to its
full capacity is only a waste of the positive change that could be brought to the world, and so
Julianne plans to use the talents she has completely and effectively to bring further success to
VIA. Through her employment, VIA will continue to shine as a leader in the advertising industry.

Message and Tone of Voice

As a graduating professional, Juliannes personal brand uses the expected tone of a
young advertising professional. She also, however, possesses the necessary creative mind to
enter the industry, and so she provides a fresh, witty tone to her style as well, which will be
included in this campaign. This correlates with VIAs intelligent yet welcoming tone that

insinuates a sense of transparency, honesty, and authenticity with the reader, which both VIA
and Julianne admire and appreciate.
The Deliverables
Firstly, the message of this campaign will be delivered through digital and print (for the
sake of developing a what-if budget) flyers. These will all revolve around the concept of thinking
outside the box, only adding twists to the clich, two print ads focusing on thinking outside the
boss, whereas anothers message is think outside the data, and the third is think outside the
clich definition of leadership. The colors of the flyers will be integrated into the second
component, the social media strategy.
For social media throughout this campaign, mock Facebook, Twitter, and Instagram
posts will be planned out for the week ending on Saturday, November 26, keeping in mind best
strategy for each social media platform while also integrating content through all three. As
Julianne is trying to reach a more professional demographic, Facebook is arguably the most
relevant platform to market through, but Twitter and Instagram are also crucial elements in this
social media plan.
Thirdly, a website will be created to showcase Juliannes best work relating to the
position of Project Manager at VIA. This will be created using Weebly, a commonly-used
website creation service online. The website will consist of work from her leadership position
with the North Shore Health Project, as well as additional information about the value she would
add to the team of VIA.
Lastly, but not indispensably, a press release will be created for immediate release on
November 21, 2016. This release will address Juliannes aim to achieve the position of Project
Manager at VIA, and will emphasize her most relevant qualities and skills to the job. All of these
elements will be integrated with the same color scheme, creating a creative and professional

mood that represents both Julianne Ayers and VIA, because, according to the tagline, it just
works.

Budget
Please note that the following budget is only hypothetical, and no money was spent in the
creation of this campaign.
Flyer Printing:
UPrinting.com 8.5 x 11, Gloss Paper, 50 flyers at $23.63
VistaPrint.com .5 x 11, Gloss Paper, 50 flyers at $39.73
Staples 8.5 x 11, Gloss Paper, 25 flyers at $17.99
Graphic Design: In-house, unpaid Intern (Julianne Ayers)
Video Production: N/A
Copywriting: See Graphic Design
Printing: $23.63
Total Estimated Budget= $23.63
Deadline and Conclusion
The deadline for the Project Manager position at VIA appears to be open as for now, and
Julianne hopes to be brought onto the team directly after her commencement in May of 2017 at
Endicott College. In her spring semester, Julianne will take courses that will even further
strengthen her skills to make her the best fit for Project Manager at VIA, such as Portfolio
Development, Strategic Media Planning, and Senior Thesis II. For her senior thesis, she will
conduct in-depth interviews and focus groups to inform best future practices in anti-sexual
assault campaigns on college campuses. Julianne will make an invaluable and fresh
perspective to VIA as a recent college graduate, and will make this proposal through the
integrated campaign described.