1. Zaconey IMC Plan
Group 4

2. INTRODUCTION
TO BE CONSISTENT WITH EXISTING ONLINE ACTIVITIES.
• SOCIAL MEDIA
TO BE APPEALING & RELEVANT TO MILLENNIAL CONSUMERS
• STUDENTS
• EVENT MARKETING
• LOINGITUDE FESTIVAL
IMC PLANNING STARTS AT ZERO-BASED PLANNING:
• A PROCESS THAT DETERMINES OBJECTIVES AND
STRATEGIES BASED ON CURRENT BRAND AND
MARKETPLACE CONDITIONS
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3. INTRODUCTION
Giving a warm welcome to our visitors!
•Exciting and Fresh Innovation
•Working Together
•Research into online and offline marketing
•Communication with colleagues throughout
University.

4. 4
Collaborating with SU bars all over the country.
STUDENTS UNION EVENTS
 Integrating these themed
nights into SU events.
 E.g. Maynooth Summer
Beach Ball 6-7th May
2015, Inflatable
rollercoaster.
 Vouchers, Deals,
Competitions.

5. IMAGE CENTRIC SOCIAL MEDIA
• User levels on the rise. 18%of irish users have the photo sharing app. instagram is
second only to facebook when it comes to user-engagement figures
• 46%of those who frequently use different social media apps check it at least once a
day.
• Instagram generally attracts a younger demographic, allows interaction
• Between the marketer and consumer and adds an audio/visual aspect.
• There is demand for zaconey as there are 374 posts using the hashtag zaconey!
Ideas
• Creating fun 10 second clips of consumers with zaconey
• Cocktail recipe videos that can also be clicked through to the website,which
may attract more traffic
• Hash tag zaconey for competitions
• Trivia questions for example when was zaconey founded, which willbuild up
general knowledge of the brand
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6. STATS ( USERS IN IRELAND ETC.)
IMPROVING GIVEAWAYS:
• CURRENTLY ZACONEY OFFER A HAMPER, WITH A FREE BOTTLE OF ZACONEY
AND
COKE, A GLASS AND A T-SHIRT TO ONE LUCKY FOLLOWER WHO LIKES AND
SHARES
THE POST.
• TO KEEP CONSUMERS INTERESTED AND ENGAGED WITH ZACONEY THROUGH
SOCIAL MEDIA, IT IS ESSENTIAL TO LINK IN WITH EVENTS AND BRANDS.
ZACONEY
CAN GENERATE A GREAT DEAL OF RECOGNITION BY OFFERING THE LIKES OF
CINEMA
TICKETS, CONCERT TICKETS ETC. TO WINNERS OF THEIR COMPETITIONS.
• HASHTAG ZACONEY FOR COMPETITIONS
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7. * THERE ARE 600,000 DAILY USERS OF TWITTER IN IRELAND.
* WE SEND, ON AVERAGE, 1 MILLION TWEETS EACH DAY.
* IRELAND HAS THE TENTH HIGHEST NUMBER OF TWITTER USERS PER
CAPITA IN THE WORLD.
* WEDNESDAY IS THE BUSIEST DAY ON TWITTER IN IRELAND.
* 10-11PM IS THE BUSIEST HOUR EACH DAY ON TWITTER IN IRELAND
* USERS ARE ACTIVE FROM 12 MIDDAY ONWARDS.
* 27% OF THE IRISH POPULATION OVER THE AGE OF 15 USES TWITTER.
* 53% OF 15-24 YEAR OLDS USE TWITTER, 46% OF 25–34 YEAR OLDS USE
THE SITE.
* DUBLIN AND CORK USERS POST ALMOST HALF OF ALL IRISH TWEETS.
* 21% OF THE POPULATION OVER THE AGE OF 15 NOW HAS A LINKEDIN
ACCOUNT.
* 14% OF THE POPULATION OVER THE AGE OF 15 NOW HAS AN INSTAGRAM
ACCOUNT.
* 43% OF 15-24 YEAR OLDS HAVE A SNAPCHATACCOUNT, WITH HALF OF
THEM USING IT DAILY.
* TUMBLR RECEIVES ON AVGERAGE 81,000 UNIQUES, 1.46 MILLION PAGE
VIEWS PER MONTH FROM IRELAND.
* OVER A THIRD OF THE COUNTRY IS NOT ON SOCIAL NETWORK.
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TWITER CONTD.

8. Giveways trigger a temporary buzz, and hype around the brand
pre-event and onsite.
• Build links to your website (Great for seo)
• Increases traffic to website
• Creates social engagement
Sample ideas:
• Gift cards/Coupons
• Custom merchandise
• Tours of the Distilery
• Themed holidays - Trips to Coney Island
• Seasonal promotions – Summer/Christmas/Valentines Day
• Cause related branding – Charitable organisation
Event giveaways:
• Festival tickets for you & friend
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Promotional Giveaways

9. 9
Event marketing: A promotional occasion desinged to
attract and involve a brand’s target audience.
Sponsorship
• The effectiveness of some events can be measured
• Engages consumer’s with a hands - on experince
• Provides a platform for brand publicity
• Personal conection with customers
• Educate the Purchasing Agents
• Expand Marketplace
IMC PLAN

10. THE BEST OF ON/OFF SIGHT TRADE
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Advantages of sponsoring Longitude:
• Create, Develop and Enhance Credibility – rapport with customers
• Highly Targeted Marketing – Reach, demographis, cultural diversity
• Leveraged Lead Generation – young, similar intersets, recommend, connetions
• Extensive Media Exposure – PR, media,
• Brand Awareness & Recognition –logo placement on tickets, see your marque
• Generate new Sales
Onsite Presence:
• Booth space with a variety of available footprints – Zaconeycoaster, 1950’s “Grease theme”
• Sampling and promotional giveaway opportunities
• Sampling team
• Private lounge availability/VIP
• Onsite sales rights

11. 11
Video