Introduction:
The Mimosa Agency is made up of creative young minds that put a twist on the every-day appeal. Mimosa is dedicated to helping our clients accomplish their goals. The promotional tactics that we use put a spin on the ordinary while presenting them in a professional manner. The Mimosa Agency, consisting of Caroline Birgmann, Elizabeth Maglio, Meaghan Patoux, and Nancy Powell, specifically caters to each of their clients needs in order to successfully guide them to reach their goals.
The goal of Mimosa’s campaign is to increase awareness of Ironworks Consulting among healthcare insurance corporations by acquiring two new clients in the next year. This is accomplished by using various forms of promotion such as print media, interactive media, trade shows, and public relations aimed at the healthcare insurance market.
The Situation Analysis:
• The Communication Opportunity – There are many communication opportunities for Ironworks Consulting. Currently, Ironworks is obtaining clients by mostly word-of-mouth. Ironworks has the opportunity to create awareness among healthcare insurance companies in the Mid-Atlantic region, through both emotional and rational appeals.
• Analysis of Competitive Environment – There are three types of competition. Larger companies are their biggest competition. They have larger budgets and have been established longer. Second, the increasing amount of regional and national technology firms. Finally, Ironworks Consulting has the opportunity to create brand awareness in such a competitive environment.
• Summary of Research Done – The research done for this promotional campaign pertains to potential clients of Ironworks in the healthcare insurance market. This information can be found in the campaign strategy and on the Ironworks website. Where can this be found/explained?
• Description of the Target Market – The description of the target market includes:
o Revenues of $500 million +
o Healthcare insurance companies along the East Coast
The Campaign Strategy:
• Campaign Objective – The objective of the Ironworks Consulting campaign is to increase awareness among healthcare insurance corporations by acquiring two new clients in the next year.
• Message –Ironworks is the final link between your business and the technological world. The message of the Ironworks Consulting campaign is to bridge the gap between information technology and their clients. Ironworks’ goal is to inform simply, efficiently, and effectively to potential clients on the three services offered by not using technical jargon. Therefore, Ironworks clients can depend upon them to use technology to ultimately help their business and final consumer.
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