Integrated Marketing Communications Plan Development
Timeline
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October 14, 2019Experience start
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October 16, 2019Project Scope Meeting
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October 17, 2019Brand Immersion and Briefing (Client-led Video Conference, 3:30-4:50 pm Pacific)
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November 1, 2019Brand Manifesto Delivery / Selection
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November 11, 2019Draft IMC Plan Paper
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December 4, 2019Final IMC Plan Paper
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December 13, 2019Experience end
Timeline
-
October 14, 2019Experience start
-
October 16, 2019Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates. Note: This meeting can be combined with the brand immersion below if preferred. This is a video/online meeting.
-
October 17, 2019Brand Immersion and Briefing (Client-led Video Conference, 3:30-4:50 pm Pacific)
Client will provide a brand/product/company immersion that includes brand history, advertising history, key products with features/benefits. Client will provide a written project brief that details the current market situation and brand challenge/s, target consumer information, competitive frame and other information necessary to develop an IMC plan. This is a video/online meeting with relevant materials provided before and after the meeting.
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November 1, 2019Brand Manifesto Delivery / Selection
The manifesto infuses the "why" into your brand -- why do you do what you do. It articulates what your brand stands for, offers a view of your cultural mindset and helps consumers connect to your brand beliefs and values. Based on the brand/company immersion and students' own ancillary research, each student in the course will develop a brand manifesto for your brand. You will be asked to select three (3) manifestos you believe deliver for your brand. These manifestos will be used as guidance for student work moving forward.
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November 11, 2019Draft IMC Plan Paper
Student teams will create and present the Brand Manifesto, Big Idea and tactical plan recommendation. You are asked to provide feedback to each team using a jointly developed success rubric. This can be a video/online session. The top three teams from this stage will present their recommendations in the final stage.
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December 4, 2019Final IMC Plan Paper
Student teams will create and present the Brand Manifesto, Big Idea and tactical plan recommendation. You are asked to provide feedback to each team using a jointly developed success rubric. This can be a video/online session.
-
December 10, 2019Final IMC Plan Presentations (Team-Led Final Recommendations via Video Conference, 4:00-6:00 pm Pacific )
The top three teams for each brand will present their final campaign elements. This will be a video/online session.
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December 13, 2019Experience end
Experience scope
Categories
Communications Market research Marketing strategySkills
client service management tactical plan development competitive analysis marketing strategy data analysisIntegrated marketing communications (IMC) are used to establish brand equity and develop loyalty among target consumers. Brand teams must communicate the key benefits of the brand to consumers and clearly articulate how the brand answers their needs. Additionally, brands must deliver tactics that reach consumers where they are, and surrounds them with brand messaging to drive differentiation, preference and loyalty. This project will deliver an IMC strategic plan for two brands.
Students
Final deliverables will include:
- Strategy presentations with Q&A
- Fully developed IMC plan with
- Brand Manifesto
- Big Idea strategic overview
- Tactics and General Timing
- Measurement
Project timeline
-
October 14, 2019Experience start
-
October 16, 2019Project Scope Meeting
-
October 17, 2019Brand Immersion and Briefing (Client-led Video Conference, 3:30-4:50 pm Pacific)
-
November 1, 2019Brand Manifesto Delivery / Selection
-
November 11, 2019Draft IMC Plan Paper
-
December 4, 2019Final IMC Plan Paper
-
December 13, 2019Experience end
Timeline
-
October 14, 2019Experience start
-
October 16, 2019Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates. Note: This meeting can be combined with the brand immersion below if preferred. This is a video/online meeting.
-
October 17, 2019Brand Immersion and Briefing (Client-led Video Conference, 3:30-4:50 pm Pacific)
Client will provide a brand/product/company immersion that includes brand history, advertising history, key products with features/benefits. Client will provide a written project brief that details the current market situation and brand challenge/s, target consumer information, competitive frame and other information necessary to develop an IMC plan. This is a video/online meeting with relevant materials provided before and after the meeting.
-
November 1, 2019Brand Manifesto Delivery / Selection
The manifesto infuses the "why" into your brand -- why do you do what you do. It articulates what your brand stands for, offers a view of your cultural mindset and helps consumers connect to your brand beliefs and values. Based on the brand/company immersion and students' own ancillary research, each student in the course will develop a brand manifesto for your brand. You will be asked to select three (3) manifestos you believe deliver for your brand. These manifestos will be used as guidance for student work moving forward.
-
November 11, 2019Draft IMC Plan Paper
Student teams will create and present the Brand Manifesto, Big Idea and tactical plan recommendation. You are asked to provide feedback to each team using a jointly developed success rubric. This can be a video/online session. The top three teams from this stage will present their recommendations in the final stage.
-
December 4, 2019Final IMC Plan Paper
Student teams will create and present the Brand Manifesto, Big Idea and tactical plan recommendation. You are asked to provide feedback to each team using a jointly developed success rubric. This can be a video/online session.
-
December 10, 2019Final IMC Plan Presentations (Team-Led Final Recommendations via Video Conference, 4:00-6:00 pm Pacific )
The top three teams for each brand will present their final campaign elements. This will be a video/online session.
-
December 13, 2019Experience end
Project Examples
Requirements
This project is for students to develop an IMC strategic and tactical plan, to include the following major deliverables:
- Brand manifesto
- The IMC plan "Big Idea."
- Tactical plan recommendation
- Measurement plan
Applicant industry partners need to be big enough that students can find ample data and representations of their IMC in-market. No start ups or privately held companies.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Timeline
-
October 14, 2019Experience start
-
October 16, 2019Project Scope Meeting
-
October 17, 2019Brand Immersion and Briefing (Client-led Video Conference, 3:30-4:50 pm Pacific)
-
November 1, 2019Brand Manifesto Delivery / Selection
-
November 11, 2019Draft IMC Plan Paper
-
December 4, 2019Final IMC Plan Paper
-
December 13, 2019Experience end
Timeline
-
October 14, 2019Experience start
-
October 16, 2019Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates. Note: This meeting can be combined with the brand immersion below if preferred. This is a video/online meeting.
-
October 17, 2019Brand Immersion and Briefing (Client-led Video Conference, 3:30-4:50 pm Pacific)
Client will provide a brand/product/company immersion that includes brand history, advertising history, key products with features/benefits. Client will provide a written project brief that details the current market situation and brand challenge/s, target consumer information, competitive frame and other information necessary to develop an IMC plan. This is a video/online meeting with relevant materials provided before and after the meeting.
-
November 1, 2019Brand Manifesto Delivery / Selection
The manifesto infuses the "why" into your brand -- why do you do what you do. It articulates what your brand stands for, offers a view of your cultural mindset and helps consumers connect to your brand beliefs and values. Based on the brand/company immersion and students' own ancillary research, each student in the course will develop a brand manifesto for your brand. You will be asked to select three (3) manifestos you believe deliver for your brand. These manifestos will be used as guidance for student work moving forward.
-
November 11, 2019Draft IMC Plan Paper
Student teams will create and present the Brand Manifesto, Big Idea and tactical plan recommendation. You are asked to provide feedback to each team using a jointly developed success rubric. This can be a video/online session. The top three teams from this stage will present their recommendations in the final stage.
-
December 4, 2019Final IMC Plan Paper
Student teams will create and present the Brand Manifesto, Big Idea and tactical plan recommendation. You are asked to provide feedback to each team using a jointly developed success rubric. This can be a video/online session.
-
December 10, 2019Final IMC Plan Presentations (Team-Led Final Recommendations via Video Conference, 4:00-6:00 pm Pacific )
The top three teams for each brand will present their final campaign elements. This will be a video/online session.
-
December 13, 2019Experience end