Integrated Marketing Communications Campaign to reduce levels of STI's and pregnancy in young people aged 11-18 in the Derbyshire area.

Authors Avatar


This report presents a proposed Integrated Marketing Communications Campaign to reduce levels of STI’s and pregnancy in young people aged 11-18 in the Derbyshire area.  The report utilises the SOSTAC framework (Smith, 2002) to develop an Integrated Marketing Communications Plan in a logical manner, which can be easily managed.  The framework is recognised by Marketers as a reasonable and acceptable framework to be used to develop such a plan.  The key points drawn from each section of the report, following the SOSTAC framework are highlighted below:

SITUATION – It has been identified that there is currently a large gap in the existing market in Derbyshire, which we need to strive for as our target market position.

OBJECTIVES – This section identifies our top level marketing objectives, focused around reducing pregnancy and STI rates, but also provides an in-depth explanation of our marketing communications objectives, describing how we intend to communicate our message to our target market.

STRATEGY – Outlines the unique approach we intend to take to achieve our objectives, enabled by our substantial funding, marketing expertise and innovative thinking.

TACTICS - Discusses the communication tools, which will be used to send our message to our target market.  Our key communications tools will be a hard-hitting radio advertising campaign, integrated with a parallel, direct mail campaign.

ACTION – Details the resources we intend to utilise to achieve our objectives, including internal manpower, and external specialist manpower, such as advertising agencies.  This section also includes a detailed budget plan and a project implementation plan.  

CONTROL – Finally, the report is concluded with details of the market research methods we intend to use to monitor and measure the success of our campaign both short and long term.


We have been commissioned by the Central Government to develop an Integrated Marketing Communications Plan to reduce teenage pregnancy and sexually transmitted infections in young people in the East Midlands area.

Derbyshire is currently a high problem area, therefore a pilot project will take place over a 12 month period, from April 2003 to March 2004 to show immediate results, thus justifying the viability of the projects so that similar activities can be implemented in other area’s of the UK in the future.

An Integrated Marketing Communications Plan (IMCP) is the concept under which an organisation carefully integrates and co-ordinates it’s many communication channels to deliver a clear, consistent and compelling message about the organisation and it’s services (Adapted: Kotler et al (1991), cited Pickton & Broderick, 2001: 16).

Join now!

Organisations, who currently deal with sexual health issues amongst young people do not generally have a high level of marketing communications expertise; therefore, the government wishes to develop an IMCP to effectively communicate to the target market more successfully than has been the case previously.


To determine in which direction the communication plan should proceed, requires a full understanding of the current situation and all those factors, which can impact upon such a plan (Fill, 1995:63).  This consists of a marketing audit to understand the environment in which we are operating and a ...

This is a preview of the whole essay