Project Guidelines
Overview
The final project for this course is the creation of an integrated marketing communications plan for the University Boutique. The final project consists of creating a media kit and a fashion show production, and it will culminate in an entire integrated marketing communications plan.
The project is divided in to three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Four, Five, and Seven.
Objectives
To successfully complete this project, you will be expected to apply what you have learned in this course and should include several of the following course objectives:
• Explain the concept of advertising and promotion in the retail industry
• Describe elements of the promotion mix and their use in the retail industry
• Analyze the use of print media, broadcast media, and direct marketing in the retail industry
• Identify the social and ethical aspects of advertising and promotion in the retail industry
• Explain the process for developing an integrated marketing communications plan for a retailer
Main Elements
As the advertising and promotion manager for the University Boutique, you have been given the task of developing the retailer's integrated marketing communications (IMC). To begin, you will be developing the retailer's media kit for its upcoming grand reopening event, which will take place sometime during the summer (July, August, or September).
The University Boutique is a fashion-forward retailer that carries juniors and misses apparel, shoes, and accessories. The boutique is located in proximity to a college campus full of young students, staff, and faculty. The University Boutique offers manufacturer brands at low to moderate prices.
Milestone One: Media Kit Development
In 4-3 Media Kit Development, you will submit the media kit, which includes the development of the following components:
(1) News release: This letter should promote the retailer's grand reopening as well as the upcoming fashion show event. The press release should also include the University Boutique's logo (clipart is acceptable for logo creation) and business slogan, which you will develop. Use the template below for your news release to ensure the correct format.
(2) Fashion show invitation: The retailer's name, logo, and slogan should appear on the invitation (Microsoft Publisher should be used to develop the invitation). In addition, the invitation should include the date, time, and location of the event, and be creatively presented. This event must take place at some point during the three-month period designated.
(3) Print advertisement: This advertisement should promote the University Boutique's grand reopening only, NOT the fashion show. In the advertisement identify when the reopening will occur (July, August, or September). Be sure your print advertisement includes all the components of an advertisement (discussed in Module Two).
(4) One- to two-page summary: In this summary you should explain your rationale for the choices you have made and discuss why you believe the publicity pieces you have created will effectively promote the University Boutique. In addition, explain your decisions regarding the retailer's slogan, logo, color scheme of publicity pieces, and font style.
Milestone Two: Fashion Show Production
In 5-3 Fashion Show Production, you will submit components for a fashion show. As the advertising and promotion manager for the University Boutique you have been given the task of producing the retailer's grand reopening fashion show. This special event will launch the retailer's new image to the world. This assignment includes the development of the following components:
(1) Radio commercial script: Using the template provided below, develop a radio commercial script that can be used to promote the University Boutique's fashion show.
(2) Print advertisement: Design a print advertisement to promote the University Boutique's fashion show. In the advertisement identify the "when," "where," and "why" information regarding this special event. Be sure your print advertisement includes all the components of an advertisement.
(3) Fashion show program: create a program for the fashion show that will be distributed to the guest attending the fashion show. The program should outline the type of merchandise featured in each scene (Microsoft Publisher should be used to develop the program).
NOTE: The fashion show MUST have at least 5 scenes.
(4) 4 page summary: This summary will discuss the plan you have developed to implement this special event. Address the following topics in your summary using the headings provided:
Introduction
• Identify the reasons for producing this fashion show (what is the purpose of your show?)
• Explain the theme and title of the fashion show
• Provide the name of each of 5 scenes in the fashion show and the type of merchandise that will appear in each scene.
Publicity and Advertising
• Provide a justification for the choices you've made regarding the fashion show program, print advertisement, and radio commercial. Also, discuss why you believe the promotional pieces you have created will effectively promote the University Boutique's fashion show.
Model Selection and Music
• Discuss your model resources. How will you secure models for the fashion show and what type of models will be used (e.g. gender, age, ethnicity, height/weight).
• The music used for the fashion show must be discussed. Provide the song title and artist to be played during each scene and provide a justification for your music choices.
Milestone Three: Integrated Marketing Communications (IMC) Plan
In 7-3 Integrated Marketing Communications (IMC) Plan you will submit your promotional plan. You have been hard at work developing the University Boutique's new image through publicity and special events (fashion show).
Now it is time for you to complete the retailer's entire integrated marketing communications (IMC) plan for the next three months (July, August, and September). This IMC plan must reflect the incorporation of feedback gained throughout the course.
This last component of the final project is divided into six sections: (1) Introduction, (2) Integrated Marketing Communications (IMC) Objectives, (3) Media and Promotional Plan, (4) Media Selection Rationale and Media Schedule, (5) Conclusion, and (6) Appendix. The answers provided in each section should be at least 10 to 12 sentences in length and written in paragraph form using the headings provided.
(1) Introduction
The introduction should include an executive summary that provides a brief overview of your promotional strategy for the University Boutique. Also, discuss the theme of your IMC plan and the idea that connects all aspects of your promotion mix (what are the main benefits of the retailer and their merchandise that you plan to highlight?).
The following topics should be discussed in this section:
• University Boutique's Target Market: Explain what type of consumer (e.g., age, lifestyle, fashion taste, occupation, income) you believe the retailer should target
• University Boutique's Budgeting Strategy: Explain the budgeting strategy you plan to use for the retailer's IMC plan
(2) Integrated Marketing Communications Objectives
What do you hope to accomplish through the IMC plan for the University Boutique?
Objectives should be detailed and precise. You must provide at least four IMC objectives using complete sentences. Example objectives include:
• Generating awareness
• Creating (more) favorable attitudes
• Creating a brand (company, organization, or service) image
• Developing new customers
• Increasing merchandise sales
(3) Media Plan/Promotional Plan
Include written justification for each promotional activity incorporated into the IMC plan. Explain why the chosen promotional activities would be effective and the potential market you hope to reach with each ad/sales promotion. You must address the following:
• Print advertisements
• Special event-fashion show
• In-store sales and promotions
• Fashion show press release
• Radio commercial
(4) Media Schedule
Plan a media schedule for three months (July, August, and September). Each month should include a detailed account of when each promotion would occur, running time of advertisements, and any other important information concerning your promotion schedule.
Using each promotional activity that you have already developed (e.g., two print ads, radio commercial, fashion show, news release, and in-store promotions), plan a three-month media schedule of when each activity will occur.
Requirements for media schedule:
• Each month must have at least three promotional activities (this includes the in-store promotion).
• Each month must include at least one in-store promotion (e.g., sale or special event).
Note: You may repeat the same activities throughout each month.
(5) Conclusion
What are the anticipated outcomes for this IMC plan? What do you expect to happen for the University Boutique as a result of the IMC plan?
(6) Appendix
This is the final section of your IMC plan, which will include all the promotional activities you have completed thus far as the retailer's advertising and promotion manager. The following items should be included in the appendix: University Boutique's radio commercial script, two print advertisements, and fashion show news release).
Note: All the items that are required for inclusion in the appendix have already been created by you. These items were a part of the final project components from Modules Four and Five. Therefore, you should make any necessary changes and resubmit what you have already developed.