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Integrated Marketing Communications (IMC) Campaign Pitch

MKTG 31000D
Closed
Sheridan College
Sheridan College
Mississauga, Ontario, Canada
Stacey Sheehy
Professor
6
Timeline
  • September 5, 2022
    Experience start
  • September 17, 2022
    Meeting #1: Client Brief
  • October 1, 2022
    Meeting #2: Insight Discovery
  • October 29, 2022
    Meeting #3: Creative Strategy Discussion
  • December 17, 2022
    Meeting #4: Agency Pitch Presentations
  • December 24, 2022
    Experience end
Experience
4/3 project matches
Dates set by experience
Preferred companies
Mississauga, Ontario, Canada
Any
Retail, Entertainment, Hospitality, Manufacturing, Insurance, Business services, Apparel & fashion, Telecommunications, Environment, Real estate, Consumer goods & services, Hospital, health, wellness & medical, Marketing & advertising, Individual & family services, Business & management, Cosmetics & beauty, Defense & security, Liquor, wine & spirits, Media & production, Public relations & communications

Experience scope

Categories
Advertising Digital marketing Public relations Social media marketing Communications
Skills
event marketing promotion sales & marketing creative strategy marketing strategy
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 September 2022 until December 2022. Teams will present their communication campaign ideas to the company at the end of the project in an agency pitch format.

Students

Students
Undergraduate
Any level
40 students
Project
80 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
  • September 5, 2022
    Experience start
  • September 17, 2022
    Meeting #1: Client Brief
  • October 1, 2022
    Meeting #2: Insight Discovery
  • October 29, 2022
    Meeting #3: Creative Strategy Discussion
  • December 17, 2022
    Meeting #4: Agency Pitch Presentations
  • December 24, 2022
    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:

A representative of the company will be available for a pre-selection discussion with the administrator of the course to review the project scope.

A representative of the company will be available to answer questions from students in a timely manner for the duration of the project.

What is the approximate size of your marketing communications budget?

Would you be looking for a Business to Consumer (B2C) or Business to Business (B2B) campaign?

Do you currently have any preferred methods of advertising and promotion (ie. TV, radio, digital, Public Relations, Out-of-Home, Print, Sales Promotion)?

In the past 3 years, have you done any advertising and promotion for your brand/company?

How comfortable are you with sharing brand, consumer, and industry-related information with our students that will help them build an understanding of the current brand situation?