Integrated marketing communications plan for online newspaper : case : ess.fi of Mediatalo Esa

Abstract

The thesis is designed as an improved integrated marketing communications (IMC) plan for the online newspaper ESS.fi published by Mediatalo ESA, a leading media company in Lahti region. The identified problems are that the awareness of customers of ESS.fi has been low and the competition from big players has been fierce. Analysis of this study is conducted by qualitative method, on the basis of deductive approach. The data collection process consisted of the interviews and informative e-mails with three members of the Marketing Department. The theoretical part provides a framework of the integrated marketing communications planning including promotional tools and a creative brief which describes the requirements of the ad used in the campaign. In the empirical part, the external factors of the Finnish newspaper industry, competitor analysis and internal factors of the case company are examined as a base for the suggested IMC plan. Following every single step of the IMC planning process, the plan tries to raise the awareness level of Mediatalo ESA’s customers of the online newspaper ESS.fi and increase the number of subscriptions by the end of the year 2014.