14 Aug An Integrated Marketing Communications (IMC) Campaign PlanFinal ReportPowerPoint

An Integrated Marketing Communications (IMC) Campaign PlanFinal ReportPowerPoint PresentationThe 4 Key Objectives of this Project:1. Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis2. Application of marketing concepts associated with the marketing mix, branding and communications3. Provision of implementation steps that are sufficiently clear and detailed for effective execution ( would your plan work?)4. Presentation of your work in clear, compelling and relevant documentsThe Course Project The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC planthe brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN The IMC plan focuses on what we traditionally refer to as the Promotion P., and what we are now viewing as Communicating the Value.1Select a brand that you feel passionate about you are going to live with it for the next 2 months. You might select a brand that you can see has an obvious problem that can be helped by an IMC for example the brand may be organic but nobody that matters knowsthis and as this is a growing market there may be considerable growth potential that could be realized with a campaign that creates awareness, interest, desire and gets action. The Written ReportYou should include the following sections in your written report:Executive SummaryIntroductionIMC ObjectivesMarket AnalysisCommunications Strategy PlansTraditional Media InternetDirect MarketingSales PromotionPublic Relations (PR)Conclusions2To expand, the content of each section should address the following:IMC Objectives (Quantify)Identify the brand and the principle objectives of the campaign and quantify where possible:Attract new customers Retain existing customersBranding objectivesMarketing and corporate objectivesMarket AnalysisA detailed analysis will provide the specific details for decisionmaking:SWOTSegmentation and TargetingPositioning Product/Service Customer ProfileMarketing Channels Communications Strategy PlansListed here are the typical options available that form the communications strategy mix marketers must think about how they need to match competitors or provide novelty, each strategy requires a specific objective, a media strategy, a media plan, and a budget, these are described more fully below:Traditional MediaInternetDirect MarketingSales PromotionPublic Relations (PR)Communications ScheduleUsing a calendar that covers the timeframe of the proposed IMC indicate when the specific elements of the communications strategy mix will occur including:Launch datesKey eventsBudget and EvaluationDevelop a list of the planned communications strategy mix and estimate the costs of eachcomponent3To elaborate further on the Communications Strategy Section there are numerous options; marketers should consider a mix of the following depending on the problem being addressed you may wish to provide additional strategies that you feel are more relevant.Each communications strategy (e.g. a traditional media campaign involving a print ad in a magazine) requires:Specific ObjectiveMedia strategy: Big idea, Message, Copy, VisualsMedia Plan: Reach and FrequencyBudget: How much will this cost?Traditional MediaA paid for, massmediated, attempt to persuade, use to build brand identity, this is a big investment:Television, Print and RadioInternetAs advertising became more expensive and the Internet grew online communications have become a cost effective option with the added benefit of being measurable (closedloop marketing) this area has become highly specialized:Search engine optimization (SEO) strategy: Google AdWordsOnline advertising: Banners, reciprocal linksSocial media: Facebook, Twitter, YouTube, Pinterest, InstagramWebsiteDirect MarketingDirect marketing evolved from the catalog business, which involved gathering customer information this approach is data base driven and is used to send personalized messages either by mail, phone, email or text messages, inviting a direct response. There is an important role for direct marketing in branding as it facilitates relationship building and customer retention. This is becoming integrated into a web campaign. Direct marketing might include:Post cardsPersonalized mailingsEmails concerning special offersNewslettersSales PromotionAlongside traditional advertising, there are many options for communicating with customers and building positive associations with the brand sales promotion is growing 4in popularity and can be incorporated into a direct marketing piece such as a postcard or email. Sales promotion is instant demand stimulation, it creates a perception of greater value through contests and samples, it compliments the longer term advertising campaign, it motivates trial use, and encourages larger purchases or stimulates a repeat purchase. Sales promotion is helpful when launching new products and new product samples can be attached to existing brands. Problems arise because frequent sales promotions alter price perceptions and encourage consumers to become dealprone.Examples include:Consumers: Coupons, priceoff, gift with purchase, contests, samples, mail sampling, newspaper sampling, onpackage sampling, mobile samplingTrade/Business: Training, allowances, incentives, trade showsInternet: New opportunities for contests and trial subscriptionsPublic Relations (PR)PR is a communications function used to promote understanding between an organization and its various stakeholder groups. PR is a critical component of brand building and generates publicity for the brand, helps solidify the publics opinion of the brand and defines the brand; seamlessly. Public relations involves:Creating publicity; buzz, viral messagesBuilding media relationsCorporate communication (issues management, community relations, governmentrelations, industry relations)Building employee relationsMaintaining financial/investor relationsCrisis managementImage buildingPR deals with what is difficult to control; but a company can be preparedPR amplifies the effects of other communications strategiesThe tools of PR include:Press releasesFeature storiesCompany newslettersPress packInterviews and press conferencesSponsored eventsYour final report should be about 1015 pages, please use the APA format for your paper and references. Keep in mind that you should use a professional writing style, this should 5be based on business English, and involve the correct use of marketing terminology. Use tables to summarize your information a report is more likely to be implemented effectively if it is brief, but sufficiently detailed, clear and relevant. Remember to experiment with the Demand Metric Tools that are included in the Week 6 lecture, these may give you some ideas for organizing your campaign. For each of your communications strategy plans you should identify a specific objective, a media strategy, a media plan, and a budget. You are asked to provide the five typical options that form the communications strategy mix marketers must think about how they need to match competitors or provide novelty, you may want to substitute a campaign for somethingdifferent check this out with your Professor.The PowerPoint PresentationYour PowerPoint presentation will be based on your final report and should include 1015 slides. A professional PowerPoint presentation in marketing should be based on good quality content, your slides should be clear, and compelling it is important to engage your audience and convey all of the important points that you have developed in your written report. Please include the artwork that you have developed this is what your audience will want to see. Good Luck and remember the acid test is would this plan achieve the objectives that you outlined? 6An Integrated Marketing Communications (IMC) Campaign PlanFinal ReportPowerPoint PresentationThe 4 Key Objectives of this Project:1. Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis2. Application of marketing concepts associated with the marketing mix, branding and communications3. Provision of implementation steps that are sufficiently clear and detailed for effective execution ( would your plan work?)4. Presentation of your work in clear, compelling and relevant documentsThe Course Project The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC planthe brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN The IMC plan focuses on what we traditionally refer to as the Promotion P., and what we are now viewing as Communicating the Value.1Select a brand that you feel passionate about you are going to live with it for the next 2 months. You might select a brand that you can see has an obvious problem that can be helped by an IMC for example the brand may be organic but nobody that matters knowsthis and as this is a growing market there may be considerable growth potential that could be realized with a campaign that creates awareness, interest, desire and gets action. The Written ReportYou should include the following sections in your written report:Executive SummaryIntroductionIMC ObjectivesMarket AnalysisCommunications Strategy PlansTraditional Media InternetDirect MarketingSales PromotionPublic Relations (PR)Conclusions2To expand, the content of each section should address the following:IMC Objectives (Quantify)Identify the brand and the principle objectives of the campaign and quantify where possible:Attract new customers Retain existing customersBranding objectivesMarketing and corporate objectivesMarket AnalysisA detailed analysis will provide the specific details for decisionmaking:SWOTSegmentation and TargetingPositioning Product/Service Customer ProfileMarketing Channels Communications Strategy PlansListed here are the typical options available that form the communications strategy mix marketers must think about how they need to match competitors or provide novelty, each strategy requires a specific objective, a media strategy, a media plan, and a budget, these are described more fully below:Traditional MediaInternetDirect MarketingSales PromotionPublic Relations (PR)Communications ScheduleUsing a calendar that covers the timeframe of the proposed IMC indicate when the specific elements of the communications strategy mix will occur including:Launch datesKey eventsBudget and EvaluationDevelop a list of the planned communications strategy mix and estimate the costs of eachcomponent3To elaborate further on the Communications Strategy Section there are numerous options; marketers should consider a mix of the following depending on the problem being addressed you may wish to provide additional strategies that you feel are more relevant.Each communications strategy (e.g. a traditional media campaign involving a print ad in a magazine) requires:Specific ObjectiveMedia strategy: Big idea, Message, Copy, VisualsMedia Plan: Reach and FrequencyBudget: How much will this cost?Traditional MediaA paid for, massmediated, attempt to persuade, use to build brand identity, this is a big investment:Television, Print and RadioInternetAs advertising became more expensive and the Internet grew online communications have become a cost effective option with the added benefit of being measurable (closedloop marketing) this area has become highly specialized:Search engine optimization (SEO) strategy: Google AdWordsOnline advertising: Banners, reciprocal linksSocial media: Facebook, Twitter, YouTube, Pinterest, InstagramWebsiteDirect MarketingDirect marketing evolved from the catalog business, which involved gathering customer information this approach is data base driven and is used to send personalized messages either by mail, phone, email or text messages, inviting a direct response. There is an important role for direct marketing in branding as it facilitates relationship building and customer retention. This is becoming integrated into a web campaign. Direct marketing might include:Post cardsPersonalized mailingsEmails concerning special offersNewslettersSales PromotionAlongside traditional advertising, there are many options for communicating with customers and building positive associations with the brand sales promotion is growing 4in popularity and can be incorporated into a direct marketing piece such as a postcard or email. Sales promotion is instant demand stimulation, it creates a perception of greater value through contests and samples, it compliments the longer term advertising campaign, it motivates trial use, and encourages larger purchases or stimulates a repeat purchase. Sales promotion is helpful when launching new products and new product samples can be attached to existing brands. Problems arise because frequent sales promotions alter price perceptions and encourage consumers to become dealprone.Examples include:Consumers: Coupons, priceoff, gift with purchase, contests, samples, mail sampling, newspaper sampling, onpackage sampling, mobile samplingTrade/Business: Training, allowances, incentives, trade showsInternet: New opportunities for contests and trial subscriptionsPublic Relations (PR)PR is a communications function used to promote understanding between an organization and its various stakeholder groups. PR is a critical component of brand building and generates publicity for the brand, helps solidify the publics opinion of the brand and defines the brand; seamlessly. Public relations involves:Creating publicity; buzz, viral messagesBuilding media relationsCorporate communication (issues management, community relations, governmentrelations, industry relations)Building employee relationsMaintaining financial/investor relationsCrisis managementImage buildingPR deals with what is difficult to control; but a company can be preparedPR amplifies the effects of other communications strategiesThe tools of PR include:Press releasesFeature storiesCompany newslettersPress packInterviews and press conferencesSponsored eventsYour final report should be about 1015 pages, please use the APA format for your paper and references. Keep in mind that you should use a professional writing style, this should 5be based on business English, and involve the correct use of marketing terminology. Use tables to summarize your information a report is more likely to be implemented effectively if it is brief, but sufficiently detailed, clear and relevant. Remember to experiment with the Demand Metric Tools that are included in the Week 6 lecture, these may give you some ideas for organizing your campaign. For each of your communications strategy plans you should identify a specific objective, a media strategy, a media plan, and a budget. You are asked to provide the five typical options that form the communications strategy mix marketers must think about how they need to match competitors or provide novelty, you may want to substitute a campaign for somethingdifferent check this out with your Professor.The PowerPoint PresentationYour PowerPoint presentation will be based on your final report and should include 1015 slides. A professional PowerPoint presentation in marketing should be based on good quality content, your slides should be clear, and compelling it is important to engage your audience and convey all of the important points that you have developed in your written report. Please include the artwork that you have developed this is what your audience will want to see. Good Luck and remember the acid test is would this plan achieve the objectives that you outlined? 6

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