integrated marketing communication

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Integrated marketing communication example

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 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. Flyers are not marketing, they are wat you use to announce the school

dance. These are ONLY suggestions – feel free to use your imagination.

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).

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

Objectives 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 XXX

views on YouTube.

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

Examples or mock-ups

See the PowerPoint in Module 7 for examples.

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