Integrated Marketing Communications Campaign Plan Assignment
For your final project, you will prepare an IMC campaign plan with recommendations for CSU Health & Wellness Services. Your team will select an area of focus (either promoting the center or promoting wellness programs) and then develop an IMC plan with recommendations specific to that initiative.
Interim plan report:
- Must include section I (situation analysis) and section II (key strategic campaign decisions) in IMC plan outline
- Must include in-text citations and a reference sheet for FIVE reliable, relevant secondary sources in addition to your textbook and the client website. APA or MLA citation style required.
- Submit 1 hard copy of the report to the instructor AND email the report to the instructor for distribution to the client. Email only one file to the instructor.
- This report should be 12-15 pages in length, double-spaced, plus appendices.
Integrated Marketing Communications Campaign Plan Outline
1. Situation analysis
a. Background research (introduction)
b. Summary and analysis of secondary research (mandatory)
i. Primary research (optional)
c. SWOT analysis (strengths, weaknesses, opportunities, and threats)
2. Key strategic campaign decisions
a. Objectives
b. Target audience
c. Brand position (product/service features and competitive advantage)
d. Campaign strategy (how to achieve objectives)
3. Creative strategy
a. Message objectives
b. Concept or main idea (explain it)
i. Why is it relevant to the target audience?
ii. What insight or research supports the concept?
c. Layouts -Present headline copy and layouts for at least 2 executions that support your concept.
i. Consider all marketing communications tools including: traditional advertising, sales promotions, public relations, direct marketing, personal selling, sponsorships, digital advertising, nontraditional advertising, guerilla marketing, etc.
4. Media strategy
a. Media selection (TV, print, digital, etc.)
b. Vehicle selection (specific TV shows/stations, specific websites, specific local newspapers)
c. Budget allocation (pie chart)
d. Scheduling (flow chart)
5. Campaign management
a. Integration - How will the recommended creative and promotional ideas integrate into one effective campaign?
b. Evaluation of effectiveness - Summarize a plan to measure effectiveness before, during and/or after the campaign
Interim Report -
Situation Analysis -
a. The Cleveland State University's Peer programs are available to all CSU students but not many people know about them
b. Analyze the number of students that come though the peer programs and how often they make follow up appointments
i. Analytical data from the Wellness center
c. SWOT analysis
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Strengths
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Weaknesses
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- Location is very convenient for CSU's students and faculty
- Empower and support students and faculty
- Active in social media (Facebook, Twitter)
- Peer-to-peer educational topics.
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- Lack of students and faculty awareness
- Events are not
- Low social media usage
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Opportunities
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Threats
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Strengths :
- The location and the area the center is based is very convenient for students, which allows the students to easily get to the center.
- Peer education is where students are supported and empowered by their peers.
- Their focus is on educational topics such as, Alcohol, tobacco and drugs education and other topics that rise the students awareness.
- Facebook and Twitter are their primary active social media accounts.
1. Objective- Increase traffic for the Peer programs and student outreach Center located on CSU's campus
a. Target audience- all CSU staff and students
b. The CSU health and wellness center offers students the opportunity to meet face to face with trained professionals to discuss ongoing concerns in their academic or personal life.
c. Competitive advantage- the services provided are located on campus
d. Campaign strategy- increase knowledge and traffic to the Peer programs and student outreach center through the use of aggressive social media outreach programs.
Attachment:- Assignment Files.rar