The Wind Alliance - Integrated Marketing Commuication Strategy
The subsequent paper is an integrated marketing communication (IMC) strategy elaborated and designed for The Wind Alliance. This strategy comprises a situation analysis, strategic positioning, definition of the target audience, IMC Plan, communication core idea, creative brief, implementation as well as a budgeting and controlling part.
Hess Fabian & Güggi Manuel, 2018
Bachelor Thesis, Nispera AG
Keywords: Wind Energy, Integrated Marketing Communication, Situation Analysis, Positioning, Core Idea, Communication, Social Media, Advertising
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The Wind Alliance is an upcoming, newly formed alliance, consisting of three companies active in the wind energy business that strives to introduce itself in the market. The alliance’s goals of providing great services will be further enhanced with an IMC concept that will enable the creation of brand awareness based on a unified communication approach.
Since The Wind Alliance is a newly formed alliance that has just started launching its services officially in summer 2018, the authors intend to create brand awareness amongst the company’s potential clients as well as the general market by setting up its marketing communication strategy in various media.
The Wind Alliance’s target audience consists of owners of medium/small wind farm portfolios as well as investment managers and Banks who are investing in renewable assets. These two market segments represent 80% of the world’s wind market. Hence, by targeting these specific market segments with the execution of a well elaborated IMC concept, there is a big potential for the alliance to reach its targeted audience.
The authors' main objectives of this IMC strategy were to build a strong brand image, the creation of brand awareness, as well as the establishment of a unified communication. Another goal of this plan was to reach more diversified acquisition approaches other than word of mouth, which was mainly made use of by the individual allies. In order to successfully increase its sales and market share, the authors delivered content and structural ideas for the website www.the-wind-alliance.com. A key finding related to the website development was the need for simplicity in content and structure. Furthermore, the value of providing customizable All-in-One solutions ought to be consistently communicated with the likes of Facebook, Twitter, and LinkedIn.
In order to successfully reach its target audience, the authors created an overall Integrated Marketing Communication strategy, which includes the recommendation to make use of advertisements in magazines, use of search engine optimisation, presence on various social networks, as well as specific PR initiatives. These measures/actions will allow The Wind Alliance to build brand recognition, increase its market share as well as to build customer traffic.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Volkswirtschaft