An IMC plan revitalizing ‘The Choice ‘Flame’ newspapers

Abstract

The ‘Flame’ Newspaper has been facing a lot of problems and challenges in the church print media category. The paper has not achieved much success in the church print media niche market due to some hierarchical negligence, lack of budgetary implementations and many other issues. However, the diocese wants the paper to be revitalized through an IMC Plan, so as to attract brand awareness, quality, affordability and profitability by gaining more customers in the ecclesiastical regions of Onitsha and Owerri. The ‘Flame’ has not engaged in an IMC program targeting its segment market and that has been its major setbacks from its inception in 1992. Therefore, lack of a proper internal organization and positive external presentation of the paper and its product have reduced the paper's popularity, value, and sustainable ranking among other church papers in the region. In order to treat these problems accordingly and achieve sales growth, awareness, consistency and quality, the following campaign will be pursued: It will engage in promotional efforts that will focus on the consumers and their needs through innovative product and services that can satisfy their unique goal or motives. In other to target effectively their male and female urban and rural segments: . There has to be a budgeting policy. It must engage both traditional and internet marketing tools to achieve their mission statements, business philosophy and vision. The organization must be provided with infrastructural and trained human resources for optimal profitability. There must be a strong and reliable network of distributors, agents, alliances and involvement of the hierarchy. The church hierarchy must be made to understand and cherish the core business and concept of a church newspaper, its mission on the need for collaborative and integrated marketing efforts for the paper. Finally, the result showed the need to provide good customer services and better welfare packages for the staffs.