Reference no: EM133749435
Case: You will develop a comprehensive Integrated Marketing Communication (IMC) plan, incorporating whichever are applicable, relevant, and needed by the project
Public relations & publicity
• Advertising
• Direct & interactive marketing
• Sales promotions
• Personal selling
• social media
• Sponsorship, partnerships & events (if applicable)
• Cause related marketing (if applicable)
Through this plan, you will demonstrate your understanding of the concepts and techniques of IMC and apply these techniques. The project will be judged on:
the establishment of clear and measurable IMC objectives,
• the use of appropriate communication tactics as well as
• the quality of the research, marketing, media, and creative strategies,
• thoroughness of budgeting and projections, and
• proposed evaluation techniques.
The following outline which incorporates common elements of an IMC plan is provided to help you. You should develop a plan that is suitable for your company, product, and objectives.1. Introduction: This gives the reader an idea of the purpose and organization of the paper. For example, "Why is this topic important?" "How would the reader benefit from reading the plan?"2. Executive summary: Summarize the entire plan, with key specific details, in one page.This should be written after the entire plan is completed. The reader should understand the complete plan at the summary level from this section.3. Situation analysis: You must conduct some research in order to prepare the plan. This section should summarize the results of research already conducted (secondary research); not focus on research that should be conducted in the future. Include a brief portrait of the company, with information relevant to the IMC plan. - Marketplace macro-environment - Competitive situation, including the competitors' use of IMC - Current target group(s) analysis - Existing distribution channels for the company's products. - Current product situation including definition, positioning, sales, prices, margins, and profits of the products addressed in the plan.4. SWOT Analysis. Strengths, Weaknesses, Opportunity, and Threats (SWOT) analysis focused on the product or brand (not the entire company). 5. IMC goals and objectives: At least some components of the plan should be measurable (i.e., expressed in numbers). This could include awareness, engagement, customer acquisition, profitability, response rates, the number or dollar value of sales, number of leads to be generated, etc.6. IMC strategy: What plan will you undertake to meet your goals and objectives in the best, most cost-effective and timely manner possible?7. IMC tactics. For each tactic include: -· Target audience(s) (demographics, psychographics, behavioral)· Offer(s) (if applicable) -· Creative approach and implementation, including description of your message and visual images you will use (does not have to be the exact copy points and visual design)· Your message strategy, appeal, and execution· Appropriate Media that you will use to disseminate your message: broadcast, publication, website, or social media, (if applicable).· Media Plan: Frequency of placements and cost· Suggested Product pricing, including any sales promotions, if used· 8. Implementation: - Calendar of events - Integration and coordination strategy among communication channels (when will you launch/implement in the different media or will you do it all at the same time9. Evaluation methods: marketing metrics and other measurement tools to measure your success. What would success look like for you?10. Budgets and financial information: Does not have to be exact. Ballpark estimates are okay as long as they are based on research of costs.11. References: sources cited using APA format