Development of a comprehensive, detailed Integrated Marketing Communications plan report and presentation - 1400 - 1500 words.
This assessment builds on your theoretical knowledge and aims to put that theoretical learning into application. Working in groups of up to 4 you are required to prepare a report and presentation (using PowerPoint) a detailed IMC plan comprising the following;
Creative positioning
IMC Media strategy & plan
Detailed action plan & timetable for the first 12 months
Budget for the first 12 months - it must be realistic for this scenario
Evaluation & control procedures for this scenario (i.e. NOT just a rehash of every procedure found in all the textbooks)
Scenario:
You have been approached by a medium-sized, clothing company targeting the 14-22 year old age group. The company has found itself in an increasingly shrinking market due to its inability to reach and be relevant for, the new generation audience now moving through this age bracket. Using what you have learned as good branding strategy (and the steps involved in developing brand equity), your task is to develop a change communications proposal, paying particular attention to the media consumption habits of this age group, to help the company change its brand identity in the market. You will need to provide an analysis of the current target audience and a detailed strategic proposal for communicating to this audience effectively and creatively. The total media and promotions budget for the total 12 months is $1 million, this covers ALL of the major seasons and you must account for seasonality Changing an image requires more than using one ad or a press release. The internal company personnel, products, packaging, suppliers, other businesses and customers all need to be managed to implement, promote and live up to the new corporate brand promise. Assessment Criteria Group Report Oral presentation criteria PowerPoint must be used, All members must contribute - a Group Report on EACH Team member's contribution to the final report must be completed (NB this may affect that individual's final mark) Clarity of concepts Thoroughness, accuracy, and depth of analysis Identification, evaluation and justification of strategies using matrices Communication skills of the team Ability to retain management attention and involvement