Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Integrated Marketing Communications (IMC) Campaign Brief Purpose:

To provide students with hands on experience in developing an integrated marketing communications (IMC) campaign for a selected client. Student teams will create an IMC Campaign for a company (product/service) as they proceed through the course. The goal of this project is to allow students to apply the course material by engaging in the process a product manager, account executive, or marketing manager goes through in developing a promotions plan. Process: Student teams will play the role of advertising agency personnel charged with developing a new, innovative IMC campaign for a selected clients product/service. The IMC Campaign will be developed through the completion of three sections of work: Section 1: Introduction and Analysis Section 2: Objectives and Creative Strategy Section 3: Media Plan Drafts of each section will be submitted for feedback at specified times through the semester. By the end of the course each team will have a complete IMC Campaign proposal for their client in hopes of winning their business. Each team will present their proposal to the class. Deliverables: 1. Written IMC Campaign: Format: The final written IMC Campaign and Section drafts must be typewritten (12 point font), double-spaced, with one-inch page margins. Professional language to be used. Section Drafts: There are three sections to the IMC Campaign (Section 1: Introduction and Analysis, Section 2: Objectives and Creative Strategy, and Section 3: Media Plan). Specific elements to be addressed in each section have been outlined on the accompanying pages. A draft of each section will be due for instructor review on specific dates noted in the course syllabus. Team section drafts will be returned with instructor comments and team review and revision.

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Final written IMC Campaign proposal: Each team will submit their final IMC Campaign proposal consisting of their revised work on each section of the campaign along with a letter to their client introducing the recommended IMC Campaign.

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Final written IMC Campaign proposal should include: Letter to client Cover page for IMC Campaign proposal Table of Contents Introduction and conclusion Sections 1, 2, and 3 content Appendices (at minimum: copy platform, creative materials, media schedule) Include page numbers Not to exceed 16 pages (excluding letter to client, cover page, table of contents, and appendices)

2. Campaign Presentation (aka The Pitch): An oral presentation by each group of their promotion campaign will take place during the last two weeks of the course (see syllabus). Presentations will consist of a 20-minute team presentation followed by a 5-minute question and answer period. You want to sell your work to your client in the most professional and creative way possible. Assume you are in competition with other ad agencies for the business so you need to make a good impression!

Grading: The project grade will be based on the following elements: Points 30 points 85 points 60 points Adjusted project grade to reflect peer grade Total: 175 Project Components Draft Sections (10 points each) Final IMC Campaign Proposal (client letter and outlined plan) Oral presentation Peer Grade for the project

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Getting Started Selection of Team Members and a Client (specifically a product or service) Form a team with three other classmates (team size: four persons). Each team should choose a client company and one of the companys product or service to work on. You must submit your choice to the instructor with a brief written statement as to why you have chosen this particular client company and product/service by Thursday, September 16, 2011. Past IMC Projects have focused on the following brands: Oil Olay Fossil Sun Country Airlines Budweiser US Bank Red Wing Shoes SMU Soccer Coors Ocean Spray Absolut Vodka Miller Beer Titleist golf The Gap Lego Doc Marten Herbal Essence Pepsi Adidas Ralph Lauren Bauer skates Tampax Gatorade Hallmark Gold Crown Store Reebok shoes Auto Body Shop Northwest AirlinesSnapple Jello Ben and Jerrys Austin Mini Pampers Secret Victoria Secret Nike U.S. Marines Mach 3 Fat Tire Beer North Face jackets Brunswick Bowling Bowls Yellow Tail Wine Wilson Tennis Racquets Flip camera Sport & Spine

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign I. Section 1: Introduction and Analysis Fri., Sept. 30 Draft due

A. Your Team as an Ad Agency Your team will be acting as a full-service advertising agency. Yet you need to provide your client with a brief overview of who you are. Here are some of the items that you must address. You are pitching for this clients business so you want to sell your agency and its work so you get the clients business. What is your teams ad agency name? The benefits of your agency being a full-service agency. Identify the type of agency compensation system your agency would like to use. Provide rational for your decision. Indicate how you (as an advertising agency) would like your client to evaluate your performance. Justify. Analysis 1. Conduct a market analysis on your clients product/service that will be the focus of your ad campaign. Your analysis should include the following situational variables: Competitive analysis (who are the products competitors and how are they positioned, priced, etc) and how these factors will impact the marketing and promotion of your brand Opportunity analysis and how these factors will impact the marketing and promotion of your brand Based on your analysis, describe how the market for your product/service can be segmented. What segmentation strategy do you plan to use? Which segments will be targeted and why? How will you position your product/service in the segment you have chosen? 2. Profile the product/service consumer decision process by examining: What factors would motivate this purchase. What is involved in the consumer search process. What attributes might be important at the alternative evaluation stage. What the degree of problem solving, etc. may be. What, if any, external factors might influence consumers decisionmaking process for this product or service selection such as culture, subculture, social class, and reference group. 3. Outline the communication process that the product/service consumer goes through by considering the following: FL2011_5

Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Which of the response hierarchy models best represents the response process through which consumers will have to pass before purchasing your product or service? Explain. Which stage will you focus on and why? How can you use this information (the identified response hierarchy model that the consumer uses) to build a more effective communications program. II. Section 2: Objectives and Creative Strategy Fri., Oct. 28 Draft due

A. IMC Campaign Objectives 1. Outline campaign objectives that will lead your clients product/service to a higher level of success. Specify objectives for your proposed IMC Campaign. Explain whether you are recommending sales objectives or communication objectives or both and the rationale for your choice. B. Creative Strategy 1. Consider the three major communications variables of source, message, and channel (medium) for the campaign you are developing for your clients product or service. Who will be the recommended source or communicator for your clients advertising campaign? Justify. What type of message are you recommending for the campaign? What message structures or types of appeals would be most relevant to the campaign? 2. Develop your creative strategy by addressing the following items: Develop a creative brief that contains the basic creative strategy for your recommended IMC campaign. You can use the creative brief outline shown in Figure 8-3 (page 278) as a guideline (i.e. provide information on each of the 6 elements). Place creative brief in Appendix in your final proposal document. What is the advertising campaign theme you have chosen for your product or service? Identify which approach (unique selling proposition, brand image, inherent drama or positioning) will act as the basis for your major selling idea. Explain why you are recommending this approach. 3. With your creative strategy outlined, now plan out your recommended creative execution style by addressing the following: FL2011_6

Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Specify whether you plan on using a rational or emotional appeal or a combination of the two. Provide some rationale for the creative appeal you plan to use. What specific type of advertising execution technique will be used to present your appeal? Provide some rationale for the execution style you plan to use. Develop a storyboard or print ad or video or web page to illustrate your creative concept. Some groups in past classes have chosen to produce a TV or radio commercial versus using the storyboard format. Be sure to address all creative tactics for television or print, as appropriate. Chapter 9 contains many examples of storyboards and print ads for your reference. Please submit your creative work in an 8 x 11-inch format. III. Section 3: Media Plan Nov. 18 Draft due Fri.,

Media Strategy At this stage, you are ready to start building your media plan. Tasks for this step will focus on development of media objectives and strategy as outlined below. In the absence of specific client product/service information, use your best judgement based on logical assumptions (note assumptions if they are made). Develop specific media objectives for your media plan. Be sure that your objectives meet the criteria of effective media objectives. These media objectives should be in line with the overall campaign objectives noted in Section 2. Without specifically naming media vehicles develop a broad media strategy. Elements to include: Target audience definition Geographical coverage Scheduling Reach and frequency emphasis Also explain what creative aspects and mood must be taken into consideration (is audio and visual communication needed or just visual?).

A. Media Execution

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Analyze the role of various promotion tools (advertising such as tv, radio, magazines, newspapers, outdoor and other support media; direct marketing, internet and interactive media, sales promotions, public relations, and publicity) in the media plan for your clients product or service. Your analysis and recommendation should focus on how each promotional tool may be used to reach the target audience and help achieve your media objectives. Address the following questions: What are the advantages/disadvantages of using (insert each promotional tool here) for your product or service? Note that not all promotion tools will be effective or appropriate for use in reaching the target audience. In the real world clients budgets are limited and therefore only a few promotional tools are affordable. Which of the promotional tools considered represent the best mix of tools to use? Explain. What percentage of your media budget will be devoted to each promotional tool? Outline the specific execution elements for each promotional tool recommended. For example, if you recommended television, what specific programs (outline a sample list) do you recommend the commercials be placed in and why? Outline your recommended media plan and executional details on a media schedule like the one attached.

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Presentation Evaluation Group:__________________________________ On a 10 point scale:

<5 poor, students did not handle this area in an acceptable way. 6 - 7 below average, some moments of mediocrity, however, less than satisfactory. 7.5 average performance. 8 - 9 very good, students approached but fell short of stardom. 10 superb! To receive a 10/10, evaluator should feel positively about all requirements. Criteria IMC Plan1. Did the group apply course material to IMC plan development? 2. Is the plan consistent with the marketing and communication objectives identified for the product? 3. Did you buy their IMC plan? 4. Did the group thoroughly explain how a plan would be implemented? 5. Will the recommendation achieve the outline marketing and communication objectives? Handling of Questions1. Did the group keep their poise? 2. Did the group handle or evade the questions? 3. Did teammates support one another? Communication Skills1. Did you find the speaking to be effective/confident? 2. Were the ideas presented in an organized fashion? 3. Was visual support professional (Legible)? Overall Organization1. Did the group seem prepared and did the presentation flow well?

Score

/ 30

Score

/ 10

Score Score

/ 10 / 10

TOTAL Written Comments:

/60

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Final IMC Campaign Proposal Written Document Group:__________________________________ On a 10 point scale:

<5 poor, students did not handle this area in an acceptable way. 6 - 7 below average, some moments of mediocrity, however, less than satisfactory. 7.5 average performance. 8 - 9 very good, students approached but fell short of stardom. 10 superb! To receive a 10/10, evaluator should feel positively about all requirements. Criteria IMC Plan1. Did the group apply course material to IMC plan development? 2. Is the plan consistent with the marketing and communication objectives identified for the product? 3. Did you buy their IMC plan? 4. Did the group thoroughly explain how a plan would be implemented? 5. Will the recommendation achieve the outline marketing and communication objectives? Proposal Elements

Score _________/40

1. Did the document include all necessary parts: Professional letter to client Cover page, TOC, intro and conclusion Section material (1, 2, 3) fully addressed Appendix (creative brief, creative materials, media schedule) Page numbers
Overall Written Presentation1. Was written communication clear and concise? 2. Did the report flow in an organized manner? 3. Correct usage of grammar, spelling, and sentence structure.

Score _________/30

Score ___________/15

TOTAL ___________/85 Written Comments:

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign Name: ________________ Date: ________________ Peer Evaluation 1. Please assign each student (group member) a grade based on the following criteria: A. Participation of the student in the IMC project. This includes how well the student understood chapter material related to each step and completed assigned tasks of the project before group meetings. B. Quality of the students contribution to the IMC project. This includes your subjective assessment of the insight and contribution of the student to the IMC project. C. Overall effort of the student including role in written and oral presentation elements. 2. Each category will be assigned a grade between 0 and 10. 3. These grades should be completed shortly after the groups IMC presentation. This sheet will be completely confidential so please answer honestly. 4. No more than two students may be given the same grade on any one category, with the exception of attendance where all peers may be assigned the same grade if desired. 5. Please do not include a score for your own performance. NAME Participation Quality Overall Effo rt ________ ________ ________ ________ TOTAL

________ ________ ________ ________

________ ________ ________ ________

________ ________ ________ ________

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Advertising & Promotion (MK372) Integrated Marketing Communications Campaign ________ ________ ________ ________

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