Development of a comprehensive, detailed Integrated Marketing Communications plan report and presentation
Development of a comprehensive, detailed Integrated Marketing Communications plan report and presentation (25%) – 2500 words
Due Date week 11
This assessment builds on your theoretical knowledge and aims to put that theoretical learning into application.
Working in groups of upto 4 you are required to prepare a report and presentation (using Powerpoint) a detailed IMC plan comprising the following;
- Creative positioning
- IMC Media strategy & plan
- Detailed action plan & timetable for the first 12 months
- Budget for the first 12 months – it must be realistic for this scenario
- Evaluation & control procedures for this scenario (i.e. NOT just a rehash of every procedure found in all the textbooks)
Scenario
You have been approached by a medium-sized, clothing company targeting the 14-22 year old age group. The company has found itself in an increasingly shrinking market due to its inability to reach and be relevant for, the Generation Y audience now moving through this age bracket.
Using what you have learned as good branding strategy (and the steps involved in developing brand equity), your task is to develop a change communications proposal to help the company change its brand identity in the market. You will need to provide an analysis of the current target audience and a detailed strategic proposal for communicating to this audience effectively and creatively.
Changing an image requires more than using one ad or a press release. The internal company personnel, products, packaging, suppliers, other businesses and customers all need to be managed to implement, promote and live up to the new corporate brand promise.
