INTEGRATED MARKETING COMM

Project Outline–
You can choose any certain company, product, or brand for your IMC project and your project must cover the following topics. You can include additional sections, but you have to cover all required sections in the following. Throughout the semester, you could lean more specific details about what to include in each section.
Executive Summary. A reduced version of your report contains a very brief summary of each section.
Situation Analysis. A description of the current situation for the brand should include SWOT analysis, brand equity audit, and corporate profile.
Segmentation and Targeting. A detailed analysis of the segment you decide to target, including a justification of why you chose it (what makes this segment particularly attractive?). Make sure you include “data” or “numbers” to support your choice and as sources for your segment description. For example, you could use primary or secondary research. Examples of sources of secondary research include Euromonitor, Simmons, or articles from the business press. Bottom line: you must understand your target segment inside and out, and you must be able to justify your choice of segment.
Positioning. The centerpiece of this section should be a positioning statement. You should be able to support your choice of a point of difference (POD) through your positioning strategy. This section should describe why you chose that POD (e.g., how product is positioned by product difference, by key attribute or benefit, by usage, against a specific competitor(s), by users of the product)
Communication Objectives. Please describe your communication objectives in terms of developing brand awareness, increasing category demand, building consumer traffic, enhancing corporate image and others
Media Plan. What media will you use to accomplish your communication objectives? This should indicate what you should stand on to talk to your target market. Please include (1) target audiences and their media itinerary, (2) media objectives (timing, reach, and frequency), media mix (combination of media to be used) and media rationale (reason for use of each medium), and (3) media flowchart (actual media purchases and schedule in various media).
Creative Strategy. Please provide a big idea that describes your total creative concept in the campaign. This is to unify your campaign and distinguish it from competitors’ campaigns. Here are some components for this section:
Target Person: The personification of the target market that best represents it. This is to vividly picture the target market profile as a particular person. Talk about your consumer— explain who he/she is and what he/she wants or needs. Sometimes, it helps to picture one person who epitomizes your target and describe him or her.
Creative Objective: The specific objective, which the copy and the visuals of the campaign aim to accomplish. It should state what you would like to convince consumers to feel or do as a result of the advertising execution.
Customer Promise: Unique feature of the product that can benefit the target consumers. Otherwise known as the big consumer benefit, unique selling proposition, single-minded proposition, key response, and others. The benefit should be worded in a unique way so that it addresses the consumer need or problem to be solved.
Support: Substantiations containing technical information, or otherwise, to support the claim. Allows the copy to be more believable.
Brand Personality: Also known as the brand image. Translated into people’s terms to associate the brand to descriptions appropriate to it just like what we do to a person.
Advertising Appeals: How the advertising stimulates interest and influences feelings. Example: fear, pleasure, comfort, convenience
Evaluation. A brief statement of how you plan to assess whether you have met your objectives.
Other IMC Recommendations
a. Direct Marketing Recommendations (including target audience, objectives, and media types, e.g., direct mail, electronic, print media, telemarketing, catalog, and kiosk).
b. Online/Interactive/Social Media Recommendations (including target audience, objectives, and strategies/executions).
c. Public Relations Recommendations (including target audience, objectives, and strategies).
Note: Formatting Suggestions
Keep the whole report under 10 pages, including appendices, tables, graphs, ads,…
Graphs, tables, or figures that are not central to your argument but are helpful to support it should be included in appendices at the end of the report.
It is usually best to use single space text, with lots of “white” space between sections.

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