INTEGRATED MARKETING

PLAN:
PUBLIC LITTERING
Submitted By

Section A-Group 04

Athul Subran 18PGP039

Gopikrishnan S 18PGP059

Manisha 18PGP091

Spoorthy 18PGP100

Praveen Venugopal 18PGP257

Table of Contents

Introduction .................................................................................................................................................. 2
IMC Objectives.............................................................................................................................................. 3
Target Audience ........................................................................................................................................... 3
Message ........................................................................................................................................................ 3
The Campaign ............................................................................................................................................... 3
Phase 1: Activation Phase ........................................................................................................................ 4
Story Board: .......................................................................................................................................... 4
Channels:............................................................................................................................................... 5
Measurement Metric: ........................................................................................................................... 6
Phase 2: Engagement Phase .................................................................................................................... 7
Story Board: .......................................................................................................................................... 7
Channels:............................................................................................................................................... 7
Measurement Metric: ........................................................................................................................... 7
Phase 3: taking it forward........................................................................................................................ 8
Story Board: .......................................................................................................................................... 8
Channels:............................................................................................................................................... 8
Measurement Metric: ........................................................................................................................... 8
Phase 4: Cleanliness week........................................................................................................................ 9
Campaign Timeline ....................................................................................................................................... 9
The Way Ahead .......................................................................................................................................... 10

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Introduction

Integrated Marketing Communication ensures all the promotional tools or communication

channels and messages are integrated together. To have a deep understanding on how IMC strategy
can be implemented, we have done a campaign on “Public Littering in Indian Institute of
Management (IIM) Raipur”, to critically discuss the strategies.
IIM Raipur is a business school set up in 2010 by Government of India. The institute shifted to its
newly built campus at Naya Raipur in 2018. The campus has a small cafeteria, a general store and
a college mess which is highly popular in the entire batch. A lot of people daily eat from this
cafeteria. However, we found out that cleanliness was not taken care of and people used to litter
everywhere. We wanted to create a campaign addressing this issue.

[Picture 1- Bin next to Bihan] [Picture 2- Food plates in hostel]

[Picture 3- Table outside Amul]

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IMC Objectives

The main objective of the campaign is to bring about a behavioural change to eliminate the littering
done in and around IIM Raipur. So, any messages the campaign delivers through any kind of media
should create a self-realisation in the minds of the target group. We attain this objective by using
multiple promotional tools like video content, posters, awareness sessions, offline and online
competitions. In the campaign, IMC is enforced by amalgamating marketing channels to achieve
the objectives.

Target Audience

The campaign is targeting the entire IIM Raipur community as the cafeteria and the college canteen
is not specifically for any segment or group. However, several consumers of the cafeteria and mess
are the PGP and FPM students. Most of the campaign is not specific on a group.

Message

The message for the campaign is to avoid from littering. Since the campaign is divided into four
parts (refer next section), we have devised key messages for each phase of the campaign. They are
as given below:
Phase 1: “Don’t be like Subran. #Do_not_litter.”
Phase 2: “Lend a hand to Subran. #Help_Subran.”
Phase 3: “Subran has changed. Why can’t you? #Be_the_change.”

The Campaign

We have decided to use a fictional character named “Subran” for the campaign. The character
name was decided based on an actual batchmate who is known among the batch to be a fun loving
and kind character. The campaign will be carried out in four phases which will show the evolution

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of the character “Subran” from a person who does not care and who litters a lot, to a person who
starts taking active role in stopping littering.
The phases of the campaign are explained in detail, below:

Performance
measurement
Taking it
forward

Engagement
phase

Activation
phase

[Picture 4- Campaign Flow]

Phase 1: Activation Phase

Story Board:

In this phase, we are focusing on building up a character named Subran. The real life Subran is fun
loving and kind. We need to add the “I do not care” attitude and a certain level of rudeness to the
character of fictional Subran. For this the initial phase will focus on Subran littering in different
target location while not heeding the advises of his friends and then ending up in precarious
situation as result of it. We are also shedding some light on the effects of people like Subran on
his surroundings and Subran’s total disregard for the same.

Three different stories will be showcased in this phase:

1. Subran’s habit of littering leads a situation where he ends up getting on the wrong side of
a batchmate who is stronger than him. For his actions, Subran has to face this batchmate
and ends up in a very bad situation. For a sample ad, please refer to the video we presented.

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 2. Subran is very afraid of dogs. He doesn’t realise that the food plates that he leaves behind
after eating at eatery in campus attracts dogs. The dogs start thinking that Subran is a
feeding them and starts following him. In the end of the ad, he ends up getting chased by
dogs.
3. Subran loves playing with kids. His attitude of littering everywhere is picked up by the
small kids. They also start littering around. Subran slips on a plastic cover and falls,
fracturing his arm in the process.

Channels:

This phase will involve increment in awareness of people of IIM Raipur about the character and
the current situations. Channels used for this phase are as mentioned below:

- Social media:

There are many social media handles belonging to different clubs and committees of the
college. We will use “Life@IIMRaipur” (Admission Committee), “IIMRaipur” (PR
Committee) and “Prakriti_Ecoclub_IIMRaipur” (Eco Club) for uploading videos (30s or
shorter) and posters.

[Picture 5- Instagram Post]

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 - Posters:

Posters will be put up at hostel entrances, eating areas and main building entrances. The
posters will be located at areas that we identified as the most littered places.

[Picture 6 – poster for phase 1]

- WhatsApp:

Parallelly these videos and posters will be circulated in the official batch groups and emails
of the IIM fraternity.

Measurement Metric:

The students will be encouraged to post images of littered places or action of littering in the various
social media handles as mentioned above. We will also from time to time engage in conversation
about littering in the campus. The number of posts or conversation started as part of this can be
used as a metric to see the reach of the campaign. This will also help us in identifying the common
places of littering and focus our efforts around these locations.

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Phase 2: Engagement Phase
Story Board:

In this phase of our campaign, we are focusing on engaging more people with our character. We
are focusing on helping our target group to relate themselves with our Character Subran and to
instil a sense of responsibility in them towards their Campus. This will the beginning of bringing
about the behavioural change in TG.

The character Subran will also take the first step in his behavioural change. The story line will
follow the general theme that Subran wants to change and he needs your help. He wants to help
the nearby village for a cleanliness drive. Subran is looking for volunteers from the TG.

Channels:

- Classroom interaction:

Subran will go to each classroom and interact with students and ask their help in organising
a cleanliness drive for a nearby village.

- Social Media & Posters:

We will use the same social media handles as in phase 1. Posters will be posted in these
handles. Posters will also be put up in various locations around the campus.

- Clean a village:

This will be TG activation forum. We will have a cleanliness drive in a nearby village.
Subran will be the lead for driving this campaign.

Measurement Metric:

The number of likes and views are the first metric for reach. The number of people who
subsequently turn up for the cleanliness drive will be also tell us the effectiveness of the campaign.

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Phase 3: taking it forward
Story Board:

In this phase of our campaign, we are focusing on carrying forward the engagement achieved in
the previous phase. The behavioural change Subran was able to bring about in his peers needs to
be maintained.

The cleanliness drive was a huge success, and Subran now wishes to use this to bring about a
change in his own campus. Hence, he plans and conducts a ‘Clean our campus’ drive, in order to
instil the gravity of the situation in the minds of his peers and put an end to such habits.

Channels:

- Social Media & Posters:

The campaign would revolve around the phrase ‘Subran did it, so why can’t you’. It would
include social media contests, which would contain the hashtags ‘#Do_Not_Litter’ and
‘Be_The_Change’, requiring the students to point out any littered area in the campus,
through photos and videos. It would also contain posters asking students to bring to the
notice of authorities, causes of littering, which may be due to external factors. More
competitions, like ‘the cleanest room challenge’, ‘the cleanest hostel challenge’ and ‘the
litter police’ would be initiated as part of the campaign, through online channels.

- Clean our campus:

This will be TG activation forum. We will have a cleanliness drive in the campus. Subran
will be the lead for driving this campaign and will use the same set of volunteers he had in
the previous cleanliness drive.

Measurement Metric:

The number of likes and views are the first metric for reach. The number of people who
subsequently turn up for the cleanliness drive will be also tell us the effectiveness of this part of
the campaign.

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Phase 4: Cleanliness week

This phase would be the conclusion phase of the campaign and would be marked by a cleanliness
week, wherein the students and faculty would take part in cleanliness drives, both inside and
outside the campus. The week would end with the winners of the competition being awarded for
their work and certificates of appreciation being handed out.

Campaign Timeline

Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12
#Do_Not_Litter
Video 1
Poster 1
Video 2
Poster 2
Video 3
Poster 3
Social media posts

#Help_Subran
Classroom talks
Posters
Cleanliness drive

#Be_The_Change
Posters
Video
Suggestion box

Cleanliness Week
Competitions
Social media posts

[Picture 7 –Gantt chart for the campaign]

This campaign will be spread out through one term. Since we have mid-term and end-term
exams, we won’t be running campaigns during those weeks. The Gantt chart for the campaign
is given above.

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The Way Ahead

If this campaign is successful, we can look to taking up the campaign to surrounding areas. We
can start of with nearby villages and slowly spread to the other educational institutes nearby.

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