The Miami Herald Imc Plan Essay Research — страница 3

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eyes. The, he heads to the bathroom. His wife gets up and goes to the kitchen. CS: Wife is preparing breakfast as he walks in dressed for work. He sits down and starts looking around for his paper. MS: Door opens and the shot show the wife holding cup of coffee. A newspaper comes flying in from the air and hits her in smack in the head. LS: Husband comes running to the door and sees The Herald hit his wife. CS: On newspaper: The Herald, Today’s Newspaper for Today’s reader. The Herald Radio Ad :30 SFX: VOICES, PLATES, NOISE OF STEPS HEARD IN THE BACKGROUND OF A RESTAURANT. Man 1: Hello!! Man 2: Late as always, huh?! LAUGHS Man 1: Stop complaining…LAUGHS Man 2: I’ve already ordered and read more than half of the newspaper. Man 1: What did your wife put to much starch in

your shirt? Man 2: What are you talking about? Man 1: You are reading the Miami Herald and you’re not even living in that county. Man 2: Your mind is as slow as your timing. The Miami Herald now has editions in Broward and South Palm Beach counties. Man 1: Really?! Man 2: Yeah! The Miami Herald is now also my Herald. ANNCR: The Herald is now covering specific news that relate to only to you and your county. All the experience and years of news coverage of The Miami Herald is now available to you. Buy your Herald now!! The Herald, , Today’s Paper for Today’s Reader. SALES PROMOTIONS Door-to-door sampling ? Deliver a free introductory trail of the paper to different area code for one month in order to encourage trying the Miami Herald in the Palm Beach and Monroe area.

Sweepstakes ? Enter a drawing to win a Royal Caribbean weekend cruise. This sales promotion will help generate potential customer information. Event Marketing ? Setup tents, such as in the Broward County Fair, and other local events. Give away hats, tee shirts, sports bottles and other goodies w/Herald logo. Trade Shows ? Introduce the Herald to Monroe and Palm Beach to customers and local retailers. ? Gather customer and competitive information. Follow-up through sales calls or direct marketing. ? Identity new prospects PERSONAL SELLING 1. Objectives As part of our personal selling campaign we will use several person-to-person strategies in order to assist, persuade or even make perspective buyers aware of the product and eventually purchase The Herald over other newspapers. -

The first step in developing customer relationships is locating perspective customers through the purchase of a list of customer with similar characteristics to those that read, or even those who don’t read other newspapers in the Palm Beach area. - We will focus on satisfying customer needs and emphasize on customer service in order to develop long-term relationships, which in the long run, will evolve into brand loyalty. - We will create awareness of The Herald through telephone sales, and set-up stands outside local stores with sales people promoting The Herald. We will focus on initiating trial and getting the order. 2. Selling Strategy Our selling strategy will focus mainly on positioning The Herald as fulfilling our customers’ needs and expectations by providing the

most accurate and useful information to them. - We will offer free trials that will allow people to view The Herald and judge for themselves if the paper is worth subscribing to. - Our selling strategy will also focus on providing our customer with outstanding customer service. In the Miami area we will focus on sustaining the existing market share. Where as in Broward County we will focus on increasing our market share. PUBLIC RELATIONS 1. Objective The main focus of our public relations strategies is to develop and carry out a communications program designed to bring about public understanding and acceptance. In order to develop the best overall image possible for The Herald, in the fastest way possible, we will work hand-to-hand with the advertising/marketing departments. This

way, the public will regard The Herald as a newspaper who cares about the community’s well being. 3. Strategies Press Releases Press releases will be mailed out to the media, announcing important information pertaining to that media vehicle or the community in general. - Press releases will be forwarded to local channels informing them and in turn inform the public about local events of importance to the community. Community Involvement: The Herald will focus on becoming involved with the community by participating in and putting together special events to create goodwill among the community while at the same time promoting the company’s image. - The Herald will sponsor job fairs at Universities in Broward and Palm Beach County. In order to create additional appeals towards