Integrated marketing communication

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This is the culmination of your marketing plan and will carry more weight in the grading. In this
section you will detail the advertising and promotional activities you will use in your project.
You have many options regarding what IMC plans you create for your project and should select
those that best fit your product/service/non-profit. You should also select those that interest you
personally or professionally.

You have many options regarding what IMC plans you create for your project and should select
those that best fit your product/service/non-profit. You should also select those that interest you
personally or professionally

You are required to complete TWO advertising or promotional IMC items for your
product or service.

DO NOT ATTEMPT THIS UNTIL YOU HAVE COMPLETED MODULE 7! THE
GRADING WILL ASSUME YOU HAVE THE KNOWLEDGE AND INFORMATION
FROM THE MODULE AND ELDER CARE SCENARIO.

There are two parts to your IMC assignment.

First, you will complete a creative brief for each of your activities. There is an example below.


Second, you will create an example or mock-up of your activity. You will find some examples in
Module Seven. These examples will not cover all the options you might select for your IMC
activities. They will, however, give you some ideas regarding what is expected of you.
Generally, everything you need to do can be created in PowerPoint or similar applications.

BE SURE THAT IF YOU USE ANY GRAPHIC PROGRAM OTHER THAN MS OFFICE
YOU SUBMIT YOUR EXAMPLES OR MOCKUPS AS PDFs SO YOUR INSTRUCTOR
CAN VIEW THEM.

Note that you are not expected to be a graphic artist or Website designer. Nor are you expected
to create an entire social media campaign. You ARE expected to demonstrate that you have a
basic understanding of the IMC activities you have selected.

Some IMC Options:

Here are just some of the options you have for an IMC activity. Select any TWO of these or add
ideas of your own. You may use any one option ONCE. You must select two different activities.
NO “flyers” allowed. Using flyers is NOT professional marketing – it is what we do for
selling band candy or inviting your neighbors to the school carnival.

Magazine print ad

Radio ad

TV commercial

Social media

YouTube ad

Guerilla campaign

Direct mail

Direct email

Press release

Outdoor ad (billboard, bus ad, car wrap)

Coupons

Trade show or event

Web site (create your landing page)



Regardless of which options you select, you will be required to complete a Creative Brief using a
format similar to the one below.

Creative briefs:
Creative briefs are used as a standard template to communicate between those involved in a
marketing communication project. This might be between an ad agency and their client or
between marketing staff members and their director. The exact information and the template will
vary from organization to organization, but the one below is fairly common.

In our class, you will use the brief to describe the IMC portion of your marketing plan. These
will be included in your final written project and your presentation.

Your brief will not include the middle column.

The example below is for Puppy Palace, an upscale dog daycare faculty (yes, there are such
things).

Make a column Please For this portion:

Process Step Description Example
Project What are you producing or
doing? Keep this simple
and short.
A 30 second video for our
website and YouTube
Objective(s) Use the SMART model,
but be brief. Be very
specific.
The objective of the video
is to increase our visibility
and creative a differential
advantage for our high-end
product model. We want to
increase time on-site for
our website and see 10,000
views on YouTube in the
first 30 days.
Target Audience Use the same metrics that
you used in your
segmentation plan.
Our target audience for the
video is upper middle to
upper income, media
savvy, well-educated and
status conscious. These
consumers see their dogs as
members of the family and
spend on them accordingly.
Key message What is the one true thing
you want your customer to
believe as a result of this
IMC activity? What should
they think, believe and do
as a result of this activity?
Puppy Palace is the
premier choice for families
that want the same daycare
for their dogs that they
would select for their
children. As a result, they
consider PP as the only
choice for “real dog
parents” The tone should
be fun, engaging and
informal.
Deliverables What are the deliverables
for this IMC activities?
Storyboard
Shoot/location schedule
Equipment list
Talent
Budget
30 second video formatted
for the web and optimized
for portable devices.
Deadlines and Mechanical
requirements
This is the “nuts and
bolts”. It includes printing
requirements, graphic
design requirements,
quantities, mailing details,
deadlines, etc. It should
include everything that the
staff needs to execute the
project.
Storyboard is due in 10
days. Production
requirements in 15 days.
Finished video in 30 days.
Video must be compatible
with all major delivery
modes. Backups must be
secured. B-roll and raw
footage to be delivered to
the client.
Budget What is this going to cost? Project budget is $7500
Note: we do not expect you
to invest a great deal of
time researching the cost
for various media choices.
However, we do expect
you to make an informed
estimate. Try a quick
Google search to get some
ideas.

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