project

Margaret C. Campbell 2021-22

Integrated Marketing Communications Plan Components

The written plan is due by 11:00 am Tuesday, March 15 (Be sure to refer for more detail to Final Project Description W 21-22) The main body of the plan (not including the cover page, executive summary, figures and appendices) should be no more than 16 double-spaced pages with 12-ppoint font. Cover Page Executive Summary Situation Analysis Marketing Goals Segmenting and Targeting for Communications Positioning Statement Communication Objectives Plan (be sure to provide your rationale for each part of your plan) • Recommended communication tools (e.g., Advertising (could include TV, print, digital, etc.); Direct Marketing (email, mail, etc.); Social Media; Search, etc.) • Communications briefs for at least two of your recommended tools • Creative example for at least one of your recommended tools • Media Plan and Schedule (give at least one exemplar for each tool) • Recommended Budget • Brief discussion of assessment (how will you determine where you are at the end of the planning period?) Conclusion References Remember to provide the evidence and rationale for your recommendations. Your goal is for the decision maker(s) to be persuaded that your plan makes sense and is a good path forward.