9+ Personal Marketing Plan Examples; Using an integrated marketing plan allows companies and other corporate and business establishments to remain consistent with their campaigns and branding. Hence, a particular characteristic or image must be associated with the business no matter what channel of communication it is that they are using. AWARENESS – Increase awareness of Western Carolina University and its mission, core values, campus culture and academic programming across N.C. and into border states. Marketing and Communications Goals The Integrated Marketing and Communications planning process resulted in the development of four broad overarching goals: 1. Observation and research confirm the opportunity to define and promote a cohesive brand identity. An integrated University marketing and communications plan is needed because alongside increasing competition for desirable students, Trinity has seen a downward trend in applications, enrollment, and new student applicant quality.