Development of an integrated marketing communications plan for Rifutec

: a flood protection company

Abstract

Considering the progressing climate change, flood protection systems are becoming increasingly important as extreme rainfall and flooding cause severe damage to buildings. rifutec is a German company that specializes in flood protection solutions but currently has no marketing activities. The aim of this project was therefore to develop an initial marketing concept using the Integrated Marketing Communication (IMC) approach. The APTC Framework by Kliatchko and Uttamchandani (2023) was applied to create a detailed IMC Plan. The data for implementation was collected through an in-depth interview with the company's management and a content analysis of its external communication. The result is the “Don't let Raindrops turn into Teardrops” campaign, which is based on the Protection Motivation Theory and raises awareness for flood protection among German homeowners. This project also provides valuable insights into the perception of flood risks and natural disasters and underlines the need for more transparent communication about the advancing climate change.

Date of Award	18 Dec 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)