use this information: 1. Introduction and Overview: 

Document Title: Integrated Marketing Communications Plan. 

Project Name: Linerz Motorsports Club. 

Contact Information: The primary contact for this project is Jay Ramayah, who can be reached via email at Jay.Ramayah@tafe.qld.edu.au. 

Authors and Date: The plan was authored by Moli, Faye, Fez, and Ray on 05/09/2023. 

Purpose of the Document: The document serves as a strategic guide for Linerz Motorsports Club's communication efforts. It provides a roadmap for building a classic communications strategy, tailored to the scope and timeframe of the project. 

 

2. Executive Summary Overview: The executive summary provides a concise snapshot of the full plan. It highlights the key strengths and weaknesses of the club, outlines the major goals, and identifies the primary techniques to be employed. 

 

3. Situation Analysis: 

Research and Competitor Analysis: 

The primary competitors in the market are Brisbane Sporting car clubs, MG car club of Brisbane, and Queensland Classic & Muscle car club. All these competitors predominantly use Facebook as their social platform. 

Key Insights Derived from the Analysis: 

Social Media Dominance: Facebook is the dominant platform for car clubs in Brisbane, making it crucial for reaching the target audience. 

Opportunity for Differentiation: While most competitors are focused on Facebook, there's a chance for Linerz Motorsports Australia to branch out. Platforms like Instagram, Twitter, or YouTube can be explored to set the club apart and reach a wider audience. 

Engagement Strategies: By analyzing the content and engagement strategies of competitors on Facebook, the club can gain insights into what resonates with the target audience and what doesn't. 

 

4. Recommendations Based on Situation Analysis: 

Diversify Social Presence: While maintaining a robust presence on Facebook, it's recommended to expand to other platforms. This will help tap into different demographics and interests, broadening the club's reach. 

Unique Content Creation: The club should focus on developing content that sets Linerz Motorsports Australia apart from competitors. This could include behind-the-scenes looks, member spotlights, or technical deep dives into automotive topics. 

Collaborations & Partnerships: Collaborating with local automotive influencers or businesses can significantly increase the club's visibility and credibility in the market. 

 

5. SWOT Analysis: 

Internal Factors: 

Strengths: 

Diverse Customer Base: The Linerz Motorsports Car Club caters to a wide demographic, from young adults to retired elders, without any discrimination based on education or cultural background. 

Engaged Customer Personality: The club's customers are characterized by their passion, adventure, attention to detail, and deep automotive knowledge. This indicates a highly engaged and loyal customer base. 

Ethical Marketing Practices: The club strictly adheres to the AANA's Codes of Ethics, ensuring responsible and ethical advertising. It also complies with the Spam Act 2003, emphasizing respect for potential members' preferences and privacy. 

 

 

Weaknesses: 

Limited Gender Inclusivity: The club currently caters only to male and female customers, potentially excluding non-binary individuals. 

High Reliance on Passion-Driven Purchases: The buying behavior of members is heavily influenced by their passion for cars and motorsports. Such passion-driven decisions can be volatile and may change over time. 

Lack of Specific Numeric Data: The absence of specific numeric data for analyzing environmental trends could be a hindrance in effective marketing planning. 

 

External Factors: 

Opportunities: 

Expand Digital Presence: Recognizing the significance of digital analytics in modern marketing, there's a golden opportunity to amplify the club's online presence and engagement. 

Inclusive Marketing: By broadening the club's inclusivity to cater to non-binary individuals and other demographics, there's potential to tap into a more extensive market segment. 

Collaborative Approach: Engaging with a diverse range of stakeholders, from founders to community leaders, can offer a plethora of insights and perspectives, thereby enhancing the marketing plan's overall effectiveness. 

Threats: 

Competitive Market: Without specific data on competitors, there's an inherent risk from other clubs or organizations that offer similar services. 

External Factors: Factors such as economic downturns, technological disruptions, or sociocultural shifts can significantly impact the club's market positioning and the preferences of its customers. 

Regulatory Challenges: The club must continuously align with evolving advertising standards, ethical codes, and other regulations, which can pose challenges. 

 

6. SWOT Analysis Summary: The Linerz Motorsports Car Club boasts a rich and diverse customer base, spanning various age groups and backgrounds, united by a shared passion for cars and motorsports. These customers are highly engaged, characterized by their enthusiasm and automotive knowledge. The club's commitment to ethical marketing practices further strengthens its position. However, there are areas of improvement, such as inclusivity and data-driven decision-making. Externally, while there are ample opportunities for growth and expansion, the club must also be wary of the competitive landscape and ever-changing external factors. 

 

7. SMART Objectives & Metrics: 

Specific: The primary goal is to bolster brand awareness and increase membership for the car club via prominent social media platforms, with a focus on Facebook and Instagram. 

Measurable: The club aims for a 30% surge in social media followers and a 20% uptick in club membership sign-ups within a six-month timeframe. 

Achievable: By consistently rolling out engaging and pertinent content, harnessing the power of cross-platform integration, collaborating with influencers, and initiating targeted ad campaigns, the club can realistically meet the set growth targets. 

Relevant: Enhancing the club's social media presence aligns seamlessly with its overarching business objective. This includes expanding the car club's community, attracting fresh members, and fostering a deeper sense of belonging and camaraderie among car aficionados. 

Time-Bound: The club has set a clear timeline to achieve the specified growth metrics within six months. This structured approach allows for regular assessment, ensuring strategies can be tweaked for optimal effectiveness. 

 

 

 

 

8. Target Audience: The club's marketing efforts are directed towards a specific audience segment, characterized by: 

Demographics: Car enthusiasts and modifiers, spanning an age range from 18 to mid-50s, inclusive of both males and females. 

Psychographics and Interests: 

Detailers: Individuals keen on ensuring their cars always look pristine and polished. 

Purists: Those who prefer complete control over their vehicles, often sidelining advanced infotainment systems and autonomous driving tech. 

Mechanics: Enthusiasts who take pride in maintaining their cars, ensuring optimal performance. 

Cautious Ones: Individuals who value their cars immensely and are meticulous in every aspect related to it. 

Track Obsessives: Those who frequently book track days and share their experiences on social platforms. 

Road Trippers: Individuals who relish planning and embarking on car-centric road trips. 

Show-Offs: Affluent individuals who invest in exotic cars and love flaunting them. 

Modders: Enthusiasts who continually modify and upgrade their vehicles. 

Collectors: Those who have a penchant for older cars, typically a decade or older, and enjoy collecting them. 

 

9. Brand Positioning: 

Perception Goal: The Linerz Motorsport Club envisions itself as an inclusive, dynamic, and dedicated motorsports community. It aims to be the go-to hub for all car enthusiasts, irrespective of their specific interests within the automotive realm. 

Club's Value Proposition: Whether members are into racing, showcasing their prized possessions, customizing their rides, or simply collaborating with like-minded individuals, the club offers a platform to cater to all these passions. The overarching goal is to embrace the entire spectrum of car-related interests and provide members with a fulfilling and enriching experience. 

Community Emphasis: The Linerz Motorsport Club is more than just a club; it's a community. It aspires to foster a sense of belonging among its members, ensuring that everyone, regardless of their background or level of automotive expertise, feels welcomed and valued. 

Differentiation: In a market where many clubs focus on singular aspects of car enthusiasm, Linerz stands out by catering to a broad spectrum of interests. From racers to collectors, from modders to purists, the club offers something for everyone, making it a unique proposition in the motorsports club landscape. 

 

10. Conclusion and Forward Path: 

Adaptive Strategies: The club recognizes the dynamic nature of the automotive world and the interests of its enthusiasts. As such, it remains committed to continually adapting its strategies based on member feedback, market trends, and technological advancements. 

Engagement and Growth: With a clear focus on enhancing its digital presence, especially on platforms like Facebook and Instagram, the club aims to not only grow its membership but also increase engagement levels. Collaborations with influencers, targeted ad campaigns, and unique content creation are some of the tools in its arsenal to achieve these objectives. 

Ethical Commitment: Linerz Motorsport Club's commitment to ethical marketing practices, as evidenced by its adherence to the AANA's Codes of Ethics and the Spam Act 2003, underscores its dedication to its members and the broader community. The club will continue to prioritize these ethical standards in all its future endeavors. 

Future Vision: Looking ahead, the club envisions a vibrant community of car enthusiasts, united in their passion but diverse in their interests. With plans to expand its offerings, explore new platforms, and continually engage with its members, the future looks promising for Linerz Motorsport Club.