Integrated marketing communications plan for Coldwell Banker Malta

Abstract

This thesis provides a creative Marketing Plan for Coldwell Banker Malta, Real Estate Company. On an international level, Coldwell Banker has developed a strong integrated brand and has a sustainable number of clients. With the new strategies proposed, it is intended to create a strong integrated marketing communications campaign to increase awareness, target and attract new business in the Maltese market. Various innovative tools are intended to address aggressive competition in the local market and have been chosen in order to change the perception of the consumers about the brand. During the research stage, when a focus group was conducted, different segments of consumers where identified in order to gain a better understanding of what they need, assess the current demand as well as to identify what business strategy best addresses the market segments. The proposed plan positions the company as the Real Estate Agent with innovative selling techniques aimed to get closer to the consumer wherever they are. As a result, Coldwell Banker Malta will offer convenience, professionalism and a consistent service. The target audience will gradually move from lacking awareness of the brand to a brand that they want to associate with. From January 2015 to December 2015, the consumers will become interested in the promotions offered through various tactics. The costs are kept within budget, whilst several media channels are employed to attract the various segments. The campaign will be evaluated and controlled through analyzing different quantifiable metrics in order to examine the effectiveness and reach of each campaign. When planning such a campaign the objectives are constantly referred to, to check and assess if they are, in fact, being met.