Integrated Marketing Communicatios Plan

IMC Major Project CAMPAIGN GUIDELINES

Objectives of the Project

This project provides an opportunity to design a comprehensive integrated marketing communications (IMC) plan, enabling you to understand and work with the decisions, issues, and activities involved in developing such a plan. Specifically, the project is designed so you will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, analyzing and using information sources for marketing communications program design, execution, and measurement; and (5) enhance your ability to communicate logically and persuasively in written language and visuals.

The Assignment

You are a full service agency of 4-6 people. Name your agency. Create a comprehensive Integrated Marketing Communications plan for an approved product, idea or service.

You may propose an existing product, idea or service or the introduction of a product that we can reasonably presume could become available. Your orientation needs to be of a large enough scale to employ multiple components of the promotional mix (minimum of four).

You will be required to do a 20-30 minute presentation on this including slideware, any other graphic or video components. Presentation will take place over 2 classes; July 11th and 18th;

Your final papers will also be due on the day of your presentation.

Scope

Your plan picks up where the Marketing Plan leaves off. You will either gather industry information or create your own reasonable scenario as a marketing starting point. Please do not make the mistake of creating a business plan or marketing plan.

Create a one year IMC plan with communications objectives, strategies, creative platform, and details on how, when, where and why you will be investing your...