Project

MKT 230: Project Guidelines and Grading Guide

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.

NEWS RELEASE TEMPLATE

Name of Retailer and Logo

Retailer’s Slogan

FOR MORE INFORMATION: FOR IMMEDIATE RELEASE: month/day/year

Name of Contact Person: your name

Title of Contact Person:

Phone Number:

E-mail Address:

TYPE THE TITLE OF YOUR NEWS RELEASE IN ALL CAPS AND UNDERLINE

Each paragraph of the news release should be indented and the body of the letter should be

double-spaced. The first paragraph of the news release should provide the “who,” “what,” “when,”

“where,” and “why” of the event that the retailer wishes to publicize.

The second paragraph of the news release should focus on amplifying and selling the event.

This is done by using clever phrases meant to create an element of excitement about the event. The

news release should be written in third person and end with thee pound signs (###) centered under the

last line of the letter.

###

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.

RADIO COMMERCIAL SCRIPT TEMPLATE

Client name: Macy’s

Commercial Title: “Let’s Make Magic!”

Music: song title and artist

MUSIC: CELEBRATION/PARADE MUSIC PLAYING IN THE BACKGROUND

ANNOUNCER (ANNCR): We’re here at Macy’s Thanksgiving Day parade to celebrate the arrival

of Macy’s new fall/winter merchandise.

SOUND EFFECTS (SXF): TAPPING (ON SHOULDER)

Woman: Excuse me sir, I’ve been shopping at Macy’s all my life and have always been able to find

everything I need for my home, myself, and my family! It’s like magic. They always have

everything I’m looking for!

ANNCR: Well, there you have it, folks. Macy’s has EVERYTHING! Yes, everything you and your

family need to look and be your best. Visit your local Macy’s Department Store today so you can

experience the “Magic of Macy’s.”

SXF: CELEBRATION/PARADE MUSIC CONTINUES TO PLAY AS THE COMMERCIAL

ENDS

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.

Deliverable Milestones

Milestone Deliverables Module Due Grading

One Media Kit Development Four Graded separately; Final Project Rubric

Two Fashion Show Production Five Graded separately; Final Project Rubric

Three Final Product: Integrated Marketing Communications Plan

Seven Graded separately; Final Project Rubric

Final Project Rubric

Requirements of submission: Written components of projects must follow these formatting guidelines when applicable: double spacing, 12-point Times New Roman font, one-inch margins, and discipline-appropriate citations.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Main Elements Includes all of the main elements and requirements

Includes most of the main elements and requirements

Includes some of the main elements and requirements

Does not include any of the main elements and requirements

25

Integration and Application

All of the course concepts are correctly applied

Most of the course concepts are correctly applied

Some of the course concepts are correctly applied

Does not correctly apply any of the course concepts

25

Creative Thinking Synthesizes ideas or expertise in original ways, demonstrating a high degree of innovation, divergent thinking, and risk taking

Synthesizes ideas or expertise in original ways, demonstrating a moderate degree of innovation, divergent thinking, and risk taking

Synthesizes ideas or expertise in original ways, demonstrating a minimal degree of innovation, divergent thinking, and risk taking

Does not synthesize ideas or expertise in original ways and does not demonstrate innovation, divergent thinking, and risk taking

25

Integrative Learning Makes simple connections among ideas and experiences to effectively synthesize and transfer learning to new, complex situations

Makes simple connections among ideas and experiences to synthesize and transfer learning to new, complex situations

Makes simple connections among ideas and experiences to synthesize learning

Is not able to make simple connections among ideas and experiences to synthesize learning

15

Writing (Mechanics/Citations)

No errors related to organization, grammar and style, and citations

Minor errors related to organization, grammar and style, and citations

Some errors related to organization, grammar and style, and citations

Major errors related to organization, grammar and style, and citations

10

Total Comments:

100%