Q Integrated marketing communication 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. Using flyers is NOT professional marketing – it is what we do for selling band candy or inviting your neighbors to the school carnival. 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 A 30 second video for our doing? Keep this simple website and YouTube and short. Objective(s) Use the SMART model, The objective of the video but be brief. Be very is to increase our visibility specific. and creative a differential advantage for our high-end product model. We want to increase time on-site for our website and see 10,000 views on YouTube in the first 30 days. Target Audience Use the same metrics that Our target audience for the you used in your video is upper middle to segmentation plan. 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 Puppy Palace is the you want your customer to premier choice for families believe as a result of this that want the same daycare IMC activity? What should for their dogs that they they think, believe and do would select for their as a result of this activity? 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 Storyboard for this IMC activities? Shoot/location schedule Equipment list Talent Budget 30 second video formatted for the web and optimized for portable devices. Deadlines and Mechanical This is the “nuts and Storyboard is due in 10 requirements bolts”. It includes printing days. Production requirements, graphic requirements in 15 days. design requirements, Finished video in 30 days. quantities, mailing details, deadlines, etc. It should Video must be compatible include everything that the with all major delivery staff needs to execute the modes. Backups must be project. secured. B-roll and raw footage to be delivered to the client. Budget What is this going to cost? Project budget is $7500 Note: we do not expect you to invest a great deal of time researching the cost for various media choices. However, we do expect you to make an informed estimate. Try a quick Google search to get some ideas.