Integrated Marketing Communications (IMC) Campaign Pitch
Timeline
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January 8, 2024Experience start
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January 15, 2024Client Briefing Session
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January 29, 2024Insight Exploration
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February 19, 2024Creative Strategy Discussion
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April 15, 2024Agency Pitch Presentation
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April 20, 2024Experience end
Timeline
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January 8, 2024Experience start
-
January 15, 2024Client Briefing Session
Client briefing session which is an opportunity for clients to introduce the students to their business and describe what they are hoping to get their help with. The students will have received a written client brief prepared by the client and professor; this live session is the opportunity to bring the written brief to life and get students excited about the project.
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January 29, 2024Insight Exploration
Insight Exploration session is an opportunity for the agency teams to meet with the client and share their initial thoughts and insights on the current situation and considerations for the campaign.
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February 19, 2024Creative Strategy Discussion
Creative Strategy discussion will be an opportunity for the agency teams to share their ideas for the target, messaging, tone and manner of the campaign.
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April 15, 2024Agency Pitch Presentation
Agency Pitch Presentations will be the culminating presentation of each agency's ideas for the campaign, including media recommendations and rough draft creative.
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April 20, 2024Experience end
Experience scope
Categories
Advertising Digital marketing Public relations Social media marketing Marketing strategySkills
effective communication direct marketing communication target audience public relations engagement marketing sales promotion brand positioning integrated marketing communications secondary marketBased on your organizational goals, student teams (3-4 students per team, or "agency") will develop a strategically focused integrated marketing communications campaign for your brand, utilizing effective communication strategies, informed by secondary market research. The company ("client") will work with student teams and the instructor throughout a 14-week semester from January 2024 until April 2024. Teams will present their communication campaign ideas to the company at the end of the project in an agency pitch format.
Students
The client will be presented with several distinct IMC campaign ideas to consider, one from each agency. Specifically, each IMC campaign pitch will include the following:
- An analysis of the current communications situation, uncovering/confirming insights upon which to drive the campaign.
- A recommended target audience for the campaign, based on the brand’s positioning, market segmentation and competitive analyses.
- Clearly defined communication and behavioural objectives to serve as benchmarks for the promotional initiatives.
- An effective creative strategy for the campaign, including the creative objective, the big idea, key consumer benefits and brand personality, in addition to proposing a message appeal and creative execution style.
- A minimum of 5 advertising and promotional tactics that will be integrated around one big idea. Strategies recommended might include: Digital/Social Media Marketing, Experiential Marketing, Sales Promotion, Advertising (TV, Radio, Print, Out-of-Home media), Direct Marketing, and Public Relations.
- Identify metrics and measurement techniques to establish if the campaign's communication and creative objectives have been achieved.
- A high level media plan and budget for the campaign.
Project timeline
-
January 8, 2024Experience start
-
January 15, 2024Client Briefing Session
-
January 29, 2024Insight Exploration
-
February 19, 2024Creative Strategy Discussion
-
April 15, 2024Agency Pitch Presentation
-
April 20, 2024Experience end
Timeline
-
January 8, 2024Experience start
-
January 15, 2024Client Briefing Session
Client briefing session which is an opportunity for clients to introduce the students to their business and describe what they are hoping to get their help with. The students will have received a written client brief prepared by the client and professor; this live session is the opportunity to bring the written brief to life and get students excited about the project.
-
January 29, 2024Insight Exploration
Insight Exploration session is an opportunity for the agency teams to meet with the client and share their initial thoughts and insights on the current situation and considerations for the campaign.
-
February 19, 2024Creative Strategy Discussion
Creative Strategy discussion will be an opportunity for the agency teams to share their ideas for the target, messaging, tone and manner of the campaign.
-
April 15, 2024Agency Pitch Presentation
Agency Pitch Presentations will be the culminating presentation of each agency's ideas for the campaign, including media recommendations and rough draft creative.
-
April 20, 2024Experience end
Project Examples
Requirements
Project examples include, but are not limited to:
- Creating an integrated marketing campaign for a new product or service.
- Creating a rebranding campaign for an existing product.
- Creating a social media or new media campaign to complement existing marketing communications.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
How comfortable are you with sharing brand, consumer, and industry information with our students that will help them build an understanding of your brand's current situation?
What is the approximate size of your marketing communications budget?
Do you currently have any preferred methods of advertising and promotion (ie. digital, PR, Out-of-Home, Sales Promotion, Print, TV)
Are you looking for a B2C campaign, or B2B?
Timeline
-
January 8, 2024Experience start
-
January 15, 2024Client Briefing Session
-
January 29, 2024Insight Exploration
-
February 19, 2024Creative Strategy Discussion
-
April 15, 2024Agency Pitch Presentation
-
April 20, 2024Experience end
Timeline
-
January 8, 2024Experience start
-
January 15, 2024Client Briefing Session
Client briefing session which is an opportunity for clients to introduce the students to their business and describe what they are hoping to get their help with. The students will have received a written client brief prepared by the client and professor; this live session is the opportunity to bring the written brief to life and get students excited about the project.
-
January 29, 2024Insight Exploration
Insight Exploration session is an opportunity for the agency teams to meet with the client and share their initial thoughts and insights on the current situation and considerations for the campaign.
-
February 19, 2024Creative Strategy Discussion
Creative Strategy discussion will be an opportunity for the agency teams to share their ideas for the target, messaging, tone and manner of the campaign.
-
April 15, 2024Agency Pitch Presentation
Agency Pitch Presentations will be the culminating presentation of each agency's ideas for the campaign, including media recommendations and rough draft creative.
-
April 20, 2024Experience end