Research, create and present an integrated marketing campaign, a critical function of business owners and Marketing departments. This project demonstrates a real world understanding of marketing/advertising principles. Over the semester, student will research and create major sections of an IMC , and present the project in Powerpoint to instructor/class. Specific project guidelines are as follows:
Project Section 1: situation analysis/SWOT of product/service for the IMC plan
-select a product or service to research for project
-demonstrate and conduct secondary market research from the target market of the proposed campaign
-interpret the results of market research for targeting/positioning/messaging
-define results of your “gap”/needs analysis
Project Section 2: Overall creative/media plan
-State the campaign goals and how the campaign will achieve its goals
-create value proposition/selling idea; brand story/brand promise of your product/service
-create features, benefits, and proof for product/service: How is it different from competition? Are there competitive difference(s) to exploit?
Project Section 3: Tag line, support, media plan, rough ad(s)
-Create a tag line or promotional slogan. Add support statements, and proofs.
-Design and create a minimum of one rough mockup of a print ad ad ( newspaper or magazine)
-Design and create a minimum of 1 rough mockup of an internet component ( web page, internet ad, etc.)
-Research/propose 2 social media platforms to use, as well as, describe the messages, materials and methods
Project Section 4-Submit fully edited written powerpoint presentation
-create a powerpoint presentation to describe the above plan. Visual aids related to the project may be used for demonstration
-create a basic production and media budget
-ask for approval /funding ( your instructor is the approving manager)
