- Identify how your organization is currently communicating and presenting the brand. Identify any distinct brand assets; these can include logos, brand colors, slogans, mascots, fonts, audiomarks, etc. Analyze some of the organization’s current marcom to understand and identify what they are currently trying to associate with the brand.
- Decide on the segment(s) you intend to target with communications. Provide a research-based (either secondary or primary) rationale for the specific target audience(s) for your IMC program, how you define the target(s), and why you believe this is best for the organization at this time.
- Develop a recommended positioning statement. Use either secondary or primary research to identify your client’s overall communication needs.
- Develop specific communication objectives to guide development of your IMC plan.
- Using your insights about the market and target(s), create a comprehensive IMC plan for your organization. Evidence-based rationale is critical for a successful plan.
a. Describe and justify all components of your campaign. Be sure to explain how each will achieve the specified communication objectives to meet the recommended positioning.
b. The plan should incorporate all media deemed relevant and efficient in reaching the target(s). You should provide careful rationale for why each type of media is, or is not, included in the plan. Discuss how the different pieces fit together (how this is an integrated plan).
c. Develop communication/creative briefs for at least two of the types
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