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Integrated Marketing Communications (IMC) Campaign Pitch

MKTG 43053D
Closed
Sheridan College
Sheridan College
Mississauga, Ontario, Canada
Stacey Sheehy
Professor
6
Timeline
  • January 6, 2025
    Experience start
  • April 17, 2025
    Experience end
Experience
1/2 project matches
Dates set by experience
Preferred companies
Canada
Any company type
Any industries

Experience scope

Categories
Advertising Digital marketing Public relations Social media marketing Marketing strategy
Skills
effective communication direct marketing communication target audience public relations engagement marketing sales promotion brand positioning integrated marketing communications secondary market
Student goals and capabilities

Based 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 2025 until April 2025. Teams will present their communication campaign ideas to the company at the end of the project in an agency pitch format.

Students

Students
Undergraduate
Intermediate levels
40 students
Project
50 hours per student
Students self-assign
Teams of 4
Expected outcomes and deliverables

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 6, 2025
    Experience start
  • April 17, 2025
    Experience 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?