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
Using our essay writing service.
Our working experience, customer feedback, and market resources have brought about the creation of an exclusive online service: Gradetank.com. Have you ever wanted to do all of your homework to the best of your abilities but got stuck on the very first task on your to-do list? We know that you deserve your rest, quality time and we are ready and able to handle all your research and academic requirements.
Writing papers is a common source of headaches for students everywhere, especially if they intend to produce something their instructor would consider “excellent”. If you seek professional help with your essays, know that our essay writing service is 24/7 ready to take on your task. Our skilled writers can help you with any assignment you may find hard. Discover what benefits you get by asking us to complete your paper.
Timely delivery
We have delivered more than 98% of student’s papers before the deadline so far. Order your writing task from us and we will send it exactly when you expect it. Great result in a short timeframe. We’re here for you day and night. Connect with customer support around-the-clock for any orders or urgent questions.
Proofreading
For that professional touch we go over all finished work check spelling grammar and formatting to make sure the assignment looks polished and excellent. All our essays are checked for plagiarism before hand over as well an extra set of experts in our QA department to examine on the quality.
Re-writing
If you have done the research and need our specialist to make it worthy of top marks, we will completely rewrite your paper while we guarantee originality. Ask your writer for adjustments and you will have them in no time.
Flexible prices
We often write papers on client friendly price on our website, and you can always choose a longer deadline to save a bit on the price of your order. The more pages you order also reduces the price considerably.
Customer satisfaction
At Gradetank.com we know that half of the process depends on customers and their ability to articulate instructions in an effective way. Their views on desired final products must be made clear to the writers. The diversity of the orders we receive has also enable us to largely improve our analytical and research capabilities. Working in the field of academic assistance for a relatively long period we understand that the customer can effectively manage the orders by consistent communication with the writer.
We offer a convenient, simple and unique platform for collaboration between customers and professional writers willing and able to dedicate their skills towards customers’ academic success. Our company support team as well as regulations are excellent and easy to work with for the customer thus fostering professionalism. Our focus is to be a reliable partner and create a long term cooperation with you. For those pursuing personal development, as essay-doyen we look forward to offering you numerous interesting projects and opportunities for self-improvement.
Our company is one of the largest and most reliable essay writing services in the world. We provide all forms of assignment help including essay writing, research writing help, calculations help, statistics help, and custom essays help. We have provided custom writing services to thousands of students around the world. We are also among the most affordable essay help service in the world.
Use our service today and experience from academic experts.
Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.
You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.
Read moreEach paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.
Read moreThanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.
Read moreYour email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.
Read moreBy sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.
Read more