Assignment: Project Guidelines
Overview
In today's fast-paced society, integrated marketing communications (IMC) is the key to building authentic relationships with customers. IMC ensures that a cohesive message is being communicated to a company's intended target audience as well as internal company stakeholders. Understanding how all marketing disciplines can work together to communicate a single, unified message will help you create an engaging experience for consumers while increasing marketing opportunities. IMC is not just the responsibility of the marketing department but a way to unite the company and create strategies that support company growth through organized, consistent, and cohesive messaging.
For the final project, you will need to read the final project case study to understand how SNHU Pet Supply would like to use integrated marketing in a new campaign. The case study will provide you with data the company has compiled and any other information that you will need to complete a detailed analysis of the company's current marketing strategies. You will then develop an integrated marketing communications plan that you would recommend to the company. Throughout the exercise, you will need to consider the company's brand, messaging, and strategies that will support an integrated campaign, as well as how you will communicate that plan to internal and external stakeholders.
The project is divided into three milestones, which will be submitted at various points throughout the course to build on learning experiences and ensure a quality final submission. Milestones will be submitted in Modules Two, Four, and Five. You will also complete a peer review discussion in Module Six as an opportunity to get feedback before you submit your final project in Module Seven.
Note: Although worksheets will be provided for Milestones One and Two, these are intended to be used only as tools to help you get started. The final project itself should be submitted in essay format, as noted in the Guidelines for Submission section.
In this assignment, you will demonstrate your mastery of the following course outcomes:
• Develop strategic marketing plans aligned with organizational goals for supporting growth and promoting a cohesive brand
• Develop appropriate communication strategies within the context of the professional marketing field for communicating a cohesive message to intended stakeholders
• Discuss the use of key performance indicators (KPIs) across internal and external environments for communicating the performance of marketing campaigns
• Recommend strategies and tactics that support an integrated marketing communications program for maximizing marketing opportunities
• Apply industry-standard ethical and professional standards for supporting marketing decisions
Prompt
Based on the SNHU Pet Supply case study, develop an integrated marketing campaign that conveys how you will create a cohesive marketing message and communicate that message across three to five marketing channels as well as your strategy for communicating the message internally. Your integrated marketing campaign will also include strategies and tactics for marketing, and you will discuss what key performance indicators (KPIs) will be helpful to measure the success of your campaign.
Specifically, the following critical elements must be addressed:
I. Background and Analysis: In this section, you will introduce your marketing campaign and its goals. You will also include a SWOT analysis and target market analysis in a table format and develop three to five SMART goals, listed in bulleted format.
A. Write a brief executive summary that introduces your integrated marketing plan to intended stakeholders.
B. Describe the company's history, background, and how they position themselves for determining areas for growth.
C. Illustrate the company's strengths, weaknesses, opportunities, and threats using a SWOT analysis.
D. Determine how the audience is using media in a target market analysis that addresses media consumption behaviors of the intended audience.
E. Create integrated marketing campaign SMART goals that build on information presented in the target market analysis and align to strategic plans.
II. Creative Strategy Statement and Creative Brief: In this section, you will develop a one-sentence creative strategy statement and a creative brief that is organized in four to five questions with responses that indicate audience perceptions and areas of opportunity.
A. Develop the internally communicated creative strategy statement for informing the basis of the campaign's external message.
B. Develop a creative brief that communicates how the creative strategy statement will maximize marketing opportunities.
III. Strategies and Tactics: In this section, you will develop three to five key strategies across different marketing channels and discuss the tactics that will support those strategies. List key strategies in bulleted format.
A. Develop key strategies across different marketing channels that will inform your integrated marketing plan based on campaign goals, and explain the strategy you will employ on each platform.
B. Recommend specific integrated marketing tactics that support strategies identified in your SWOT analysis and target market analysis, and explain your choices.
C. Describe how your recommended tactics will be applied for maximizing marketing opportunities.
IV. Key Performance Indicators
A. Identify specific key performance indicators that you will use for determining the campaign's success within each marketing channel recommended, and explain your choices.
B. Discuss how the identified key performance indicators will measure success of the campaign based on information from the target market analysis.
C. Develop a long-term strategy for communicating the performance of the marketing campaign to key stakeholders based on key performance indicators.
V. Ethical and Professional Practices
A. Identify American Marketing Association ethical and professional standards that apply to your integrated marketing campaign.
B. Recommend strategies for ensuring compliance with industry-standard ethical and professional standards.
C. Discuss state and government regulations that should be considered within your integrated marketing strategy for ensuring compliance with industry-standard regulations.
VI. Conclusion: Explain to intended stakeholders how the company's future marketing initiatives will benefit from an integrated marketing strategy based on the market and strategies recommended.
Milestones
Milestone One: Background and Analysis
In Module Two, you will submit a completed worksheet that relates to the Background and Analysis section of your final project. Note that the worksheet is a tool to guide you as you begin generating ideas for your final project. In the final project, you will produce a cohesive integrated marketing plan that will be in essay format.
Milestone Two: SMART Goals, Creative Strategy Statement, and Creative Brief
In Module Four, you will submit a completed worksheet that relates to creating SMART goals and developing your creative strategy statement and creative brief. Note that the worksheet is a tool to guide you as you begin generating ideas for your final project. In the final project, you will produce a cohesive integrated marketing plan that will be in essay format.
Milestone Three: Key Performance Indicators
In Module Five, you will submit the portion of your final project that outlines key performance indicators that you will use the measure the success of your integrated marketing campaign.
Submission: Integrated Marketing Communications Plan
In Module Seven, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final project. It should reflect the incorporation of feedback gained throughout the course. Remember to include Sections V and VI, which are the only portions that are not addressed in milestones.
Case Study: SNHU Pet Supply- Food, Toys, and Supplies for Your Four-Legged Family Members.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Project-Case-Study.rar