Integrated Marketing Communications Plan Project

Written IMC(Integrated Marketing Communications) Plan
This is the signature project which will pull together the concepts and
activities you’ve completed into a real world plan.
Objectives
● Identify a brand/product that would benefit from an IMC strategy.
● Uncover and define clear business objectives which will inform the plan.
● segmentation/targets/positioning, promotion strategy, budget, time schedule and
measurement.
● Create a professional-quality written IMC strategy and plan
Here is your task. Find a real-world company (VASA, St. George, 84790) facing a business
challenge or opportunity that can benefit from an IMC plan to help reach their business
objectives.
Create a comprehensive IMC strategy and plan including the following:
● Executive summary
● Situation analysis
● Business objectives
● Marketing goals
● Segmentation/targets/positioning
● Digital marketing strategy
● Budget, time schedule
● Key performance indicators
About the deliverables:
IMC Plan
Tone/Voice: Keep in mind that you are a marketing consultant. That said, consider your
audience as you write your paper. Your audience is the business – likely executives. They are
not fond of wordy documents, but you need to articulate your plan with enough information to
win them over.
Style: Use APA style for formatting, citations, and references. Yeah, it is an academic
assignment, too. You will need this for the “How do you know that?” questions you are
guaranteed to receive.
Elements of the plan: The good news is that many of the assignments you will be
completing in class will be the building blocks for your plan. Here are a few tips for your
plan:
Executive summary: A snapshot of your plan’s most important information. In many cases, this
may be the only part of the plan your audience will read. (It’s a shame…but oh so true.) Try to
keep it one to two pages. No more than a few well written concise sentences for each section of
the paper. You may find it helpful to start with a bulleted list of the most important information
prior to writing the summary.
Situation analysis: The information in this section should setup the problem the firm wants to
address through your plan. Review the Marketing Process chart we’ve been reviewing
throughout class to help guide your thinking.
Business objectives and campaign goals: One of the biggest misses in marketing
communications is the inability to tie your campaign back to results that address business
objectives. Keep this in mind from start to finish and clearly state your goals. The last thing you
want to hear from your boss is “Why did we spent $XYZ on this? What a waste.”
Segmentation/targets/positioning: Please don’t make the mistake of “Spray and Pray”.
Demonstrate that you’ve carefully selected the segments, how you will target them and what
unique value you have to offer. Your STP Tool-Kit will provide core elements.
Digital Marketing Strategy: This is the meat of your paper. You will discuss the
recommendations that you’ve pulled together based on the assignments and tool-kits you’ve
worked on throughout the course, e.g. Web Presence,
Budget: Include an explanation of what you will spend, where you will spend it and your
rationale. Keep in mind this is a rough estimate.
Time Schedule: You might want to create a timeline of activities. Perhaps an IMC calendar for
a quarter or a year. How quickly can your plan be executed? Are there any key events or
deadlines to consider? There are a number of marketing calendar formats that you can use.
Create your own or use one of the templates we’ve reviewed in class.
Measurement: What do you plan to measure? How will you measure campaign activities,
reporting to stakeholders and aligning results to business objectives? Measuring results will
make you the hero! It’s okay to take some credit. Use what you’ve learned from Google
Analytics training to identify what performance metrics you will measure.
The close: Make the conclusion compelling and make the team walk away excited to move
forward with your plan.