develop the Integrated Marketing Communications (IMC) campaign that you will use to communicate the value of your product offering to your target market.

Now that you have most of the marketing plan completed, it is time to develop the Integrated Marketing Communications (IMC) campaign that you will use to communicate the value of your product offering to your target market. Remember to keep in mind the

  • objectives of the marketing plan
  • the target market themselves and
  • how you choose to position yourself in the marketplace

Step 1: Theme and Purpose

  1. First develop a theme for the campaign. This statement will unify all of your promotional efforts under the campaign. It should be something that is easily memorable but also something that can be transferred into something like a hashtag to leverage the viral nature of social media.
  2. Now discuss the purpose of your IMC campaign. This will be contingent upon what your objectives are and the nature of your marketing mix decisions this far. Is it to introduce a new product? Is it to introduce an improvement to an existing product? Be very clear what the purpose of the IMC campaign is. 

Step 2: PowerPoint presentation and Print Ads with Essay explanation

  1. Next, you’ll be expected to produce at leasttwo (2) advertisements as part of your IMC campaign.
    • . One of these ads must be a PowerPoint presentation that can be used as a video add with narration. NOTE: You may create a storyboard using PowerPoint.
  1. The other will be a print ad that can either be placed in a traditional print media or spread throughout websites and social media.
  1. After attaching the PowerPoint presentation or the story board, in one or two paragraphs explain how this particular ad supports the IMC campaign specifically. Also be sure to provide insight into where your target market will see this particular ad. If you choose television, you should choose specific shows that reflect the media habits of your target market. If you choose social media, explain which social media you will use to transmit the video. Remember that we are not just looking for creativity here, but good execution as well.
  2. For the print ad, provide a mockup of the advertisement itself followed by 1 to 2 paragraphs explaining how that ad supports the IMC campaign. Also be sure to explain where this ad will be seen. If you are choosing a traditional print medium, clearly identify it. If you were going to use social media, which platforms would be best for this particular ad.

Step 3: Promotion

Now develop one sales promotion. It could be anything from a specific discount, giveaway, some kind of product bundling, etc. Describe the sales promotion in detail, explain how you believe it would help complement your IMC campaign, and briefly describe how you would communicate this sales promotion to your target market. Be creative but also be pragmatic and ensure that the sales promotion adds value to your IMC campaign.

Step 4: Social Media Strategy

In a few paragraphs discuss your social media campaign.

  • What is the purpose of the campaign?
  • How will it support the rest of your IMC campaign?
  • What specific platforms will you be using and why?

After your narrative addressing the above questions, provide a screen shot of at least two different social media posts you have created for two different platforms. The platforms are up to you, but must be among those that you described in the narrative.