Integrated Marketing Communications Campaign Plan - Essay and pOwerpoint

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IMC plan - 22 pages essay and presentation 




The purpose of the assignment is to complete an Integrated Marketing Communications Campaign Plan (Advertising Plan – the terms are used interchangeably) of an existing product (not a company). A campaign plan outlines the creative process to achieve the "big idea" or goal of the campaign. A key to a good campaign is to maintain continuity throughout the promotional mix when executing a campaign. Deciding upon your message, what media to use and your specific tactics are all part of your campaign plan.

When choosing a brand - it is essential that a team spends adequate time researching a brand to ensure that the brand needs a new campaign. Part of this research will require a SWOT analysis. It is much easier to do an IMC plan on a product than on a retailer. It is much easier to do a plan on a public than a private brand for finding information. The first two sections of the plan require research to understand where the current state of the product, the customer, the market place and the market. The last three sections of the plan are creative based on the research. The IMC plan is not a marketing plan. It is similar in that you do a SWOT, but your SWOT focuses on promotions.

All plans begin with a situation analysis including a SWOT to determine where your company, product/brand is in terms of positioning. You next analyze your current promotional mix activities and then determine what you want to change. Your focus should then be on developing the creative component which means determining what your message will be and what type of appeals you will use. Next, choose the media will you use, where will you place your ads, the interactive media you will use, and if will you use radio, TV, etc. You need to include examples of print ads you will create, or promotional pieces you will use. This is not a graphic arts class, but you can get images off the web to support the types of ideas you want to appear in your promotional campaign.

Each ad agency develops campaign plans slightly differently. Each text or book lays out the specific criteria a little bit differently. You have a detailed outline below. The big picture for you campaign plan is this:

  • Situation analysis
  • marketing and promotional strategy
  • creative strategy
  • media selection
  • evaluation.

Formation of Teams and Ideas

You should form your own teams. Each team is to assume the role of a full-service agency charged with the responsibility of preparing a complete IMC plan for a designated client. In each case, your instructor acts in the role of the client. Each agency should adopt a formal name.

You need to work in teams of three to four people and you will be graded as a group on the written portion of your project for your final presentation. You must choose an existing brand because you need to conduct a SWOT and an analysis of the current campaign, and this can only occur for products that currently exist (not prototypes). You must have your brand approved by the professor. Only brands approved by the professor in week 2 will be graded for all assignments related to the IMC plan (discussions, Part 1 of the IMC Plan, IMC Plan, IMC Powerpoint). It is easier to find information on brands and companies that are public.

Sample IMC Plans

Several examples of IMC campaign plans are provided in the content area.

Do not limit yourself just to the ideas in the outline. This outline provides the minimum requirements. You should also look at in chapter 10 at Figure 10-2 in your text for more information on campaign plans. The main focus of your project should be on analyzing the current IMC strategy (the marketing mix) of your brand, on developing the creative strategy for your brand and determining the most effective allocation of the promotional mix and which media to use.

Examples of creative elements should be directly inserted into your IMC plan. All examples of Promotions should be included in the paper (section IV). Appendices are used for supplementary material. All page lengths refer to writing. Graphics may increase the overall all page length, but writing of sections I-V should be kept to a maximum of 20 double spaced pages (excluding cover page, executive summary, and references).

Campaign Plan Outline

Title Page:

The title page should include:

Name of client and product Course Number and Title
Name of your team University Name
Name of your team members Professor's Name

Executive Summary

A summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are:

  • Major target audiences
  • Campaign objectives
  • Campaign theme/slogan
  • Summary of media used
  • Rationale for each major element and each medium
  • Evaluation program

The purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one page. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material.

The full IMC Plan starts on a new page (do not have it on the same page as the Executive Summary)

I. Situation Analysis

The following sections are included in the situation analysis: industry analysis, company background, product/brand information, customer analysis and a SWOT analysis.

Introduction (2-4 sentences)

Briefly introduce the brand and summarize what you will be discussing in the paper.

Company Background (approximatly 1-2 paragraphs, 1/2 page)

The company background should include the following information:

  • Mission, Business Philosophy
  • Resources
  • Sales History & Market Share

Product/Brand Information (approximately 2 paragraphs of writing, 1/2 page)

This section provides information on the product/service that constitutes the focus of the campaign. Do not list out all the products or product lines.

  • Key Benefits
  • Current Brand Image & Positioning

Customer/Buyer Analysis (approximately approximately, 2-3 paragraphs of writing, 1/2 page to 1 page)

Describe the current target market(s) for the product and their characteristics.

  • Target Markets
  • User Profile (demographic, geographic, psychographic, behavioristic factors)
  • Who Buys the Product and influences the purchase decision
  • What Decision Criteria are used

Industry & Competitor Analysis (1 1/2 - 2 pages) Standard & Poors database is an excellent source for this section.

The industry analysis should include the following information:

  • Growth
  • Trends
  • Macroenvironment Factors and Issues (e.g., demographic, economic, technological, political, legal, social, cultural, environmental)

Who are the top 2 or 3 main competitors for the product?

  • Key Competitors (each considered separately)
  • Market Shares, Sales, Growth
  • Target Markets, Positioning, Marketing Objectives & Strategies
  • Current Advertising, Sales Promotion, Public Relations, and Direct Marketing Programs

SWOT Table and Discussion (Table 1/2 page, discussion 1 - 1 1/2 pages)

SWOT Table - Provide a Table of Strengths, Weaknesses, Opportunities and Threats. The table must be on one page only.

  • Discuss Strengths, Weaknesses, Opportunities and Threats and provide sources that back up your analysis.

II. Promotional Program Situational Analysis

Need to identify previous and current promotional mix.

Current/Past Promotion Programs (approximately 1 1/2 - 2 pages)

1. Past Promotions
2. Current Promotions
3. Weaknesses of the Current Campaign.

What is being done with the promotional mix? (advertising, sales promotion, personal selling, publicity, direct marketing, and interactive marketing). Provide a detailed review on previous and current promotion programs, message and media strategies. Assess weaknesses of the current campaign as this provides the basis for why you need a new campaign! Failure to include this analysis of weaknesses will result in a 10 point deduction.

Sections 1 and 2 should have a maximum of 8 double spaced pages not including the title page or references. There will be a 10 point deduction per page for going over 8 pages. You need 10 references for sections I and II. 5 of the 10 must be from the university databases.


III. Creative Strategy

Positioning Strategy and the Big Idea

The Big Idea is the image you want your product to have in the minds of the target market; how you want your product perceived relative to the competition; it is the basis for all your communications. What is the new idea for the campaign.

  • Positioning Strategy (see pages 55-60 in the text) (1 -2 paragraphs)
    (e.g., by product difference, by key attribute or benefit, by usage, against a specific competitor(s), by users of the product)
  • Big Idea and the slogan – describe how you came up with your selling idea behind the campaign . (1 - 2 paragraphs)

Creative Brief/Copy Platform (approximately 1 page) (starts on page 286 of the text) See exhibit 8-14A of a creative brief on page 288 and use this format or the alternative format provided on D2L. The Creative Brief must be typed into word (do not insert an image). Follow this format.

  • Client:
  • Assignment:
  • Objectives: Must be SMART
  • Target Audience
  • Positioning Statement
  • Key Benefits to Communicate (aka Reasons to Believe)
  • Advertising Appeals
  • Creative Consideration/Requirements (what does the Creative team need to think about when executing the promotional mix)

When you are writing your promotional objectives makes sure they are SMART.

Specific: State exactly what you want to accomplish (who, what, where and why)
Measurable: How will you demonstrate and evaluate the extent to which the goal has been met?
Achievable: What goals are within ability to achieve outcome? What is the “action-oriented” verb?
Relevant: How does the goal align to objectives?
Time Bound: Set one or more target dates to guide your goal to successful and timely completion

AdAdvertising and Communication objectives (Ch. 7)

IV. Promotional Mix (approximately 6-8 pages of writing, examples of ads, social media, sales promotions etc should be included but are not part of the writing limit. This discussion is on the teams's Big Idea, do not repeat information from section II). To receive an A on this paper the team must include multiple examples of the promotional mix (more than just the ones we did in discussions).

Begin with an introduction to your promotional mix and creative section. You need to include examples of your promotional mix for you new campaign theme. For instance, will you have print ads? Your slogan needs to be the same on your print ad, on your coupon and on your direct mail piece as this is an Integrated Marketing Campaign. If you choose not to use one of the promotional mix elements, that is fine if it does not fit your product. This is a marketing class, not a graphic arts class. You will notice in the example papers that there are graphics that are quite good because typically one person in a group has good graphic skills. With that noted, please do not overly concern yourself with graphics. You may hand draw your images. If you want to hand draw a billboard, an ad, a coupon, it is fine. Make sure to include some examples.

Advertising Media

This section can incorporate broadcast, radio and print.


The storyboard, if it is consistent with the rest of the IMC plan, can be incorporated into this
section. What are the objectives and rationale for using broadcast. Will advertising be run on
cable, network or both? Which of the major cable networks are most appropriate for your
target audience? Are the advertisements spot, national spots, or local? Explain objectives
and strategies for broadcast. Provide a storyboard. Reduce size and include in the body of the paper.

Objective Example: To achieve a 80 reach and a frequency level of 3 with the proposed commercial.



What are the objectives and rationale for using radio? What radio format best meets the needs of the target audience? Provide a brief script if using. This may be in the appendix

Objective Example: Increase radio advertising by 5.0% for audience aged 25-34 who
listen to adult contemporary music.


Will magazines and newspapers be used? What are the objectives and rationale? Be specific on the types of magazines or Newspapers that will be used. (Business Week, People, Minnesota Business, Wall Street Journal, Minneapolis Star Tribune).

Provide examples of ads. Reduce size and include in the body of the paper. .


Support and Outdoor Media

Any type of support or nontraditional media can be discussed here with examples. Product placements, product integration, transit advertising, mobile billboards, outdoor media and others can be used here. Provide objectives and rationale. Provide examples(e.g. billboards, outdoor furniture).

Sales Promotion - Consumer

What consumer sales promotions would be appropriate for your product and target audience. Discuss objectives, rationale and provide examples (e.g. coupons. premium rebate, event marketing photo)

Sales Promotions - Trade

What trade sales promotions would be appropriate for your product and target audience. Discuss objectives, rationale and provide examples (e.g. in-store displays, trade-show booth).

Direct Marketing

What combination of direct marketing will be used? Direct mail, electronic, print media, telemarketing, catalog, kiosk, face-to-face selling? Use as many methods as needed to fit your objectives, provide a rationale and examples (e.g. direct mailing piece).


Every company needs some type of Internet presence. What specific objectives will your company have on the Internet. Will your company engage in social media? What are your objectives, strategies and rationale? Provide examples (e.g. screenshot of an edited web page or FB page, Instagram photo example, Twitter feed).

Public Relations

This includes press releases, press conferences, special events, and cause-related efforts. Provide your objectives, a rationale and examples. Provide examples (e.g press releae).

Personal Selling

Is personal selling appropriate for your product. What type of training will be used? What objectives will be used? Discuss rationale.

V. Campaign Evaluation (approximately 1- 2 pages)

Measurement and evaluation activities occur during the course of the campaign, as well as at the end. This section of the proposal should contain a description of those activities and the specific methods that will be used to appraise the individual components of the campaign, as well as for measuring the overall effectiveness of the campaign. Use bullets to ensure you are covering all the promotional tools from Section IV.

Conclusion (approximately 1-2 paragraphs)

A very brief review of your plan and how well it meets the needs of the client. A few paragraphs should be sufficient to summarize the factors that make your plan the one that will best get the job done for the client. Include recommendations for the future.

Sections 3-5 & the Conclusion should be no more than 12 pages.



Should be in A.P.A. format. You will find it helpful to buy the Sixth Edition of the A.P.A. Publication Manual for making citations throughout your paper and for your references. You may also want to use son ofcitation machine online. Make sure you choose APA 6th edition which and input all of the information from your source correctly. Be careful to check references against the A.P.A. manual. Be sure to have a minimum of 10 sources in Sections 1 and 2. 5 of the 10 sources should be from university databases.



Appendices will include information and material which have potential value to your client and which have not been fully presented in the text of your plan. Examples: industry data, market data, questionnaires, competitors' advertisements. This section can be a valuable resource for your client.


When working with each other you should work in Word 2010 or newer or Rich Text File (.rtf) format. No other format will be accepted (no pdf files). APA format is Times New Roman 12 pt font and 1 inch margins. However, you may use Arial or Courier if you believe it makes your IMC plan look more realistic. The plan should be approximately approximately 20 pages. Do not exceed page limit! All relevant images should be incorporated directly into the body of your paper with only supplementary information being included in an appendix. The paper must be submitted in one file.



All written assignments should be submitted to the appropriate Dropbox.



Papers will be evaluated based on content, style and organization, grammar, punctuation, spelling and A.P.A. format for the reference page and for citations. See the Writing Rubric on D2L for details. This paper is a combination of academic and real world application. Therefore, some liberties may be taken with headings and including images to make the IMC plan realistic. Upon completion of the campaign plan, team members will be asked to submit a performance evaluation of each team member, including one's own self-appraisal. The evaluation form is available on the course site. The purpose of the evaluation is to provide feedback to other members, as well as the instructor, regarding their inputs, co-operation, participation, etc. This evaluation will be considered an important part of your final grade.



IMC PowerPoint Presentation


At the end of the semester each team will create a PowerPoint presentation on their IMC plan. There should be notes in the note area of the PowerPoint to allow the reader to understand more in-depth content of slides.


Your team will create a PowerPoint presentation summarizing the key points of your IMC plan for the class. Examples are provided on D2L. Each person is responsible creating PowerPoint slides for his/her portions of the paper.

Focus the presentation on Sections 3-5. There should be notes in the note area of the PowerPoint to allow the reader to understand more in-depth content of slides.

All classes – use these guidelines for your PowerPoint Presentation

The main focusof your PowerPoint should be in presenting your Big Idea/Campaign Theme, the target market, positioning and the examples of your creative ideas from section IV!

1 slide to introduce brand and list team members.

Sections 1 and 2 should be only a few slides (7 slides maximum: 1 slide company, 1 slide Product, 1 slide customers, 1 slide Industry/Competitors. 1 slide SWOT, 2 Slides Past/Current Promotions and Weakness – why new campaign is needed).

1 slide for Positioning Strategy.

1 slide on the Big Idea.

1 -2 slides for the Creative Brief

Multiple slides for Section IV with examples

2-3 slides for evaluation.

1 Conclusion slide that summarizes the main ideas of your campaign.

Your PowerPoint must include multiple examples of section 4 such as storyboards, promotions, etc. (not just ones done for discussion) to receive an “A”.

Each person must contribute equitably to the PowerPoint to receive a grade on the PowerPoint.

Format, Submission and Evaluation

This assignment should be submitted via 2010 version of PowerPoint or newer. Check end of the syllabus for acceptable file name format.


You will submit your PowerPoint to the dropbox and discussion area.

Give feedback to two other teams on their PowerPoint. See the schedule for due date.

Evaluation of the PowerPoint

This assignment will be evaluated based on....

Sequencing: Information is organized in a clear, logical way. It is easy to anticipate the type of material that might be on the next slide.

Content: All content throughout the presentation is accurate. There are no factual errors.

Readability: Font size should be a minimum of 24 point. Do not overcrowd a slide.

Graphics: All graphics are attractive (size and colors) and support the theme/content of the presentation. Backgrounds should be light in color with a darker font for letter. Use images throughout to keep attention/interest and provide examples of promotional tools.

Notes: Notes should be provided in the note area where slides are not explanatory.







Integrated Marketing Communications Campaign Plan - Essay and pOwerpoint
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Bud-Light-IMC.doc (143.5 KB)
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