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IMC PLan Proposed Topic

Assignments

Top of Form

Due June 25 at 11:59 PM

Bottom of Form

· Submit the name of your chosen product or service, plus five research sources, in the assignment folder by the end of the first week of class.

· Also research and submit at least five research sources you consulted for your product selection. Review the requirements for product choice in the Add'l Course Information file and the IMC Plan template before submitting your choice.

· Refer to the competitor analysis and SWOT worksheets for the kind of information you will need for your plan.NOTE: be sure there are enough research sources on your product before choosing it. For example: you will need to review the product website & their competitors' sites, review industry sources, trends in the industry, etc. Ask if you have questions.

· Resources

Part 1 IMC Plan

Assignments

Task: Submit to complete this assignment

Top of Form

Due July 9 at 11:59 PM

Bottom of Form

Integrated Marketing Communications Plan (15% of final grade)

Development of an IMC plan is the major graded component in this course. It will give you hands-on experience with the intricacies of marketing communications that achieve marketing & communications objectives.i is also a skill that you can list on your resume. An IMC plan is the next step after the developments and approval of the marketing plan for the organization. It provides the tactical level of detail to the marketing communications portion of the marketing plan.

The IMC plan you prepare in this course will be staged in three parts, allowing you to make modifications to submitted parts. This will ensure your final IMC plan, incorporating all three parts, assesses your understanding and application of best practices in marketing communications. Building an IMC plan takes planning, research, strategic thinking, and hard work. Do NOT make the mistake of working on sections of the IMC plan just before they are due. That lack of planning and commitment to the course will be reflected in your grade. Be sure to reference the Marketing Toolkit for PowerPoint presentations.

Background on the complete plan: Your final IMC plan incorporating all three parts will be submitted as a PowerPoint presentation at the end of week 8. All three parts of the final plan will include all the following:

- Executive Summary, Title Page, and Table of Contents

· Identifying the target market

· Determining communication objectives

· Designing the message

· Selecting the media

· Selecting message source

· Selecting feedback metrics to measure success of the IMC plan

· Setting the promotion budget

· Shaping the overall promotion mix

· Integrating the promotion mix

· Evaluation Metrics for the final IMC plan

· Bibliography

· Exhibits

Each of these topics is discussed in your readings, which you should reference to ensure your Power Point presentation demonstrates you can apply marketing and communications concepts to your IMC plan.

The strategic and promotion mix choices must be supported with rationale from the readings or outside sources. Each slide should contain enough details to understand how you arrived at your conclusions. These details can come from external sources; or when information is not forthcoming from your best ‘guesses.

Part 1 (worth 15% of final grade)

Product or service selection due end of week 1

Part 1 PowerPoint presentation due end of week 3

Select a consumer product or service you wish to explore in this course. You might want to use the product you selected in MRKT 310's marketing plan if you recently took that course. You might want to pick a product that you regularly use and to which you can assume you are a member of the primary target market. You need to ensure that the product lends itself to multiple promotion mix tools. Therefore, products of large, well-known, publicly traded companies work best. You can select a brand instead of a specific product. Be sure you understand the difference before proceeding.

Do not assume that what you believe is true for the product is true for all members of the target market. Do your research and be unbiased in your analyses. Remember, a product can be a good, a service, or an idea, or a combination. Submit your product choice to your faculty member in the assignment folder.

Once your product choice has been approved, prepare a PowerPoint presentation for part 1 as follows:

1. Title slide—name of product, your name, date, course information, plus part 1 table of contents

2. Description of product, providing details on what consumer need the product fills, the physical description, any service components that come with it, as well as any after sales support such as guarantee, warranties or customer support, plus the other areas in the template.

3. Product's competitive position

4. Value proposition

5. Primary target market characteristics - ID 3 targets

6. Target market's buyer decision behavior

7. Brand strategy

8. Product life cycle stage & benefit analysis

9. Channel design (channel members and role) and distribution strategy (intensive, selective, or exclusive)

10. Communication objectives based on buyer-readiness stages. Note: objectives must be stated in measurable terms.

Part 1 of the IMC plan will be graded as follows:

Points Grading Standard

0–1 Appropriateness of product to analyze

0–1 Description of the three levels of the product

0–1 Description of the competitive position

0–1 Definition of the value proposition

0–1 Identification and characteristics of primary target market

0–1 Discussion of primary target market's buyer decision behavior

0–1 Identification of the brand strategy

0–1 Identification and discussion of appropriate lifecycle stage

0–1 Identification and discussion of channel design and distribution strategy

0–4 Development of multiple measurable communications objectives

0–2 PowerPoint presentation's ability to communicate, free of typographic or grammatical errors, proper use of academic writing style guide, use and citation of external sources, timeliness of submission

15 points Total

The following detailed rubric should be your guide. It is also attached to this Asssignment as a Word document if you wish to download it.

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MRKT 354 Integrated Marketing Communications Instructor: Semester:

Student Feedback- Part 1 (15% of grade)

IMC Plan Project (75% of final course grade)

Student name:

Section	Maximum points *	Your points
PART 1: This part sets the foundation for making your recommendations; including the product’s current budget, creative, and media strategies. Your concise analysis, based on research you’ve done, clearly identifies what your chosen product’s marketing mix is. It also needs to list 3measurable communications objectives for the upcoming 12 months. Part 1 should not include definitions or skip parts of the template without a clear rationale for why it was necessary to do so. All your sources need to be correctly cited in the bibliography.
· Appropriateness of product to analyze-topic and sources due end of second week	0 - 1	1
· Description of three product levels (core, actual product description & augmented). · Type of product (physical, social, individual, etc.) · Type/ role it plays in consumer’s life (convenience, shopping, specialty or unsought) and rationale.	0 - 1
· Description of competitive position (market leader, challenger, follower or nicher) compared to at least 2 competitors. · Compare at least 2 competitors and your product with their positioning, pricing, advertising used and vulnerabilities.	0 - 1
· What is the current product’s value proposition (is it more for more, more for less, etc) · How does your product differentiate itself from competitors’ value propositions, etc · How does it develop lifetime value for its identified target audiences.	0 - 1
· Identification and characteristics of at least 3 primary target(s) market, such as geographic, demographic, education levels, occupations, etc. · Remember targets need to be accessible, measurable, profitable and distinguishable from each other.. · Type of marketing strategy it currently uses (undifferentiated, differentiated, concentrated or micro marketing.	0 - 1
· Detailed discussion of primary target markets buyer decision behavior process (complex, dissonance-reducing, habitual or variety-seeking buying behavior, etc.	0 - 1
· Identification of your product’s brand strategy and rationale (is it national, global, local, etc.) Does it have brand equity, etc. · Is the brand well presented on the packaging and advertising · What is the product image and positioning versus its competitors?	0 - 1	.
· Identification and discussion of which one of the 4 lifecycle stages (introduction, growth, maturity, decline) your product is in & where it should be. · What are the features and benefits of the product? · Which of the adopter category is your product in (innovators, early adopters, early or late mainstream or lagging adopter) and your rationale for it.	0 - 1
· Identification and discussion of channel design (what it looks like – vertical, etc.). · Value delivery network distribution strategy (intensive, selective or exclusive)	0 - 1
· Development of multiple MEASURABLE communications objectives based on buyer readiness stages (at least 3 objectives). You must be able to clearly understand when and how each objective will be measured, such as %, from x to x growth number, what time frame, etc. · What issues could impact the attainment of these objectives?	0 - 4	..
· PP presentation’s ability to communicate clearly, including deletion of plan instructions, Title slide, Table of Contents required for part 1, uses accurate marketing terms, no typos or incorrect grammar, follows style guide, Bibliography w proper citations, and submitted by the deadline.+	0 - 2

Professor’s Comments: Total: 15 possible

Part 2 IMC Plan

Assignments

Task: Submit to complete this assignment

Top of Form

Due July 23 at 11:59 PM

Bottom of Form

Integrated Marketing Communications Plan (75% of final grade)

Development of an IMC plan is the major graded component in this course. It will give you hands-on experience with the intricacies of marketing communications that achieve marketing objectives. An IMC plan is the next step after the developments and approval of the marketing plan for the organization. It provides the tactical level of detail to the marketing communications portion of the marketing plan.

The IMC plan you prepare in this course will be staged in three parts, allowing you to make modifications to submitted parts. This will ensure your final IMC plan, incorporating all three parts, assesses your understanding and application of best practices in marketing communications. Building an IMC plan takes planning, strategic thinking, and hard work. Do NOT make the mistake of working on sections of the IMC plan just before they are due. That lack of planning and commitment to the course will be reflected in your grade. Be sure to reference the Marketing Toolkit for PowerPoint presentations.

Background: Your final IMC plan incorporating all three parts will be submitted as a PowerPoint presentation at the end of week 8. All three parts of the final plan will include all the following:

- Executive Summary, Title Page, and Table of Contents

· Identifying the target market

· Determining communication objectives

· Designing the message

· Selecting the media

· Selecting message source

· Selecting feedback metrics to measure success of the IMC plan

· Setting the promotion budget

· Shaping the overall promotion mix

· Integrating the promotion mix

· Bibliography

· Exhibits

Each of these topics is discussed in your text, which you should reference to ensure your Power Point presentation demonstrates you can apply text concepts to your IMC plan.

The strategic and promotion mix choices must be supported with rationale from the text or outside sources. Each slide should contain enough details to understand how you arrived at your conclusions. These details can come from external sources; or when information is not forthcoming from your best ‘guesses.

Part 2 (Worth 25% of final grade)

Due end of week 5

Based on your faculty member's feedback, edit your part 1 slides, review Part 2 of Plan Template and proceed with the following topics.

11. Overall message design strategy

12. Message content

13. Message structure

14. Message format/executional format

15. Media channels (most likely will need a combination of personal and non-personal communication channels)

16. Message source

17. Feedback metrics associated with marketing communications objectives in part 1

Part 2 of the IMC plan will be graded as follows:

Points Grading Standard

0–4 Overall message design strategy

0–3 Message content

0–3 Message structure

0–3 Message format

0–3 Media channels

0–2 Message source

0–3 Feedback metrics

0–4 PowerPoint presentation's ability to communicate, free of typographic or grammatical errors, use and citation of external sources, timeliness of submission, Title and Table of Contents and Bibliography slides

25 points Total

The following detailed rubric should be your guide. It is also attached to this Asssignment as a Word document if you wish to download it.

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IMC 354 Part 2Rubric Instructor: Semester:

Student Name:

PART 2 is a general strategic overview of the creative, message, and media strategies that you want used, by your internal and external marketing and advertising staffs, to achieve the three communications objectives for the upcoming year. In addition, you were asked to identify when and what feedback tools (metrics) should be used to determine if the communications objectives are reached. It also serves as the overall directive for the more tactical Part 3 of your plan.
Overall message design strategy needed to create: · A creative brief for communicating the product to its target audiences (needed to include objective for the ad campaign/ad, the target audience, the message theme, support facts for the theme, plus URL to use & any disclaimer or constraints). · Needed to identify the relevant product information for the ad copy. · Needed to identify how the product’s tag line and logo should be used (graphics for logo can be put in Exhibits section of plan.) · The URL & the disclaimer copy to be used.	0 - 4
· Message content-to earn full points, you needed to provide relevant product information required in the ad copy If there are special product areas that you want emphasized, state it. Indicate the major appeal you think should be used (fear, humor, sex, music, rational, emotions, scarcity) for the most effective outcome.	0 - 3
· Message structure: you needed to identify how you’d like the creative people to: 1. handle the conclusion, 2. whether you recommend a one or two-sided argument, 3. Present the strongest argument first or last, etc.	0 - 3
Message format-you needed to identify 2 elements of the message that make your product advertising unique. · Executional Format: should there be a special spokesperson, a special music theme, unique color (ex. Target red bullseye, Tiffany baby blue, UPS brown, etc). · Also the message format needed to be identified, ex. 30 or 60 TV or radio spot, full page ad, the search words to use in online, etc.	0 - 3
Media channels-in this section you need to identify: · whether personal or non-personal communications channels or both should be used & why, · Use traditional, non-traditional or both, 3.ID what media mix you want used, etc.	0 - 3
· Message source- this section you identify what type of spokesperson (athlete, doctor, movie star, etc.) should be used and why…the same thing if you want a very identifiable voice, specify it.	0 - 2
Feedback metrics- this section need to identify external and internal metrics that will be used to: · measure the message designs that you have control over, not sales, profit, etc. · what messages are using a specific URL,& how you will track the “hits” you get on that URL, · ID timing of research, pre or post or both etc.	0 - 3
· Ability to communicate concisely in PP presentation. Recommended revisions to part 1. Title slide but no Exec Summary yet. Table of Contents & Bibliography Parts 1& 2. No typos or grammatical errors. Correct use and citation of external sources. Submitted on time.	0 - 4

Final Comments: Total possible 25 Earned:

Part 3 & Final IMC Plan

Instructions

Integrated Marketing Communications Plan (75% of final grade)

Development of an IMC plan is the major graded component in this course. It will give you hands-on experience with the intricacies of marketing communications that achieve marketing objectives. An IMC plan is the next step after the developments and approval of the marketing plan for the organization. It provides the tactical level of detail to the marketing communications portion of the marketing plan.

The IMC plan you prepare in this course will be staged in three parts, allowing you to make modifications to submitted parts. This will ensure your final IMC plan, incorporating all three parts, assesses your understanding and application of best practices in marketing communications. Building an IMC plan takes planning, strategic thinking, and hard work. Do NOT make the mistake of working on sections of the IMC plan just before they are due. That lack of planning and commitment to the course will be reflected in your grade. Be sure to reference the Marketing Toolkit for PowerPoint presentations.

- Executive Summary, Title Page, and Table of Contents

· Identifying the target market

· Determining communication objectives

· Designing the message

· Selecting the media

· Selecting message source

· Selecting feedback metrics to measure success of the IMC plan

· Setting the promotion budget

· Shaping the overall promotion mix

· Integrating the promotion mix

· Bibliography

· Exhibits

Each of these topics is discussed in your text, which you should reference to ensure your Power Point presentation demonstrates you can apply text concepts to your IMC plan.

Part 3 (Worth 35% of final grade)

Due end of week 8

Based on your faculty member's feedback, edit your parts 1&2 slides, create an Executive Summary, complete Table of Contents and title slide and proceed with the following topics:

18. Promotion mix tools (list and discuss how they will support marketing communications objectives identified in part 1 (topic 10) above

19. Promotion budget (general discussion on most appropriate method to use, the overall $ amount and an approximation of the percent of budget for each promotion mix tools and other costs).

20. Promotion mix strategy (push versus pull or combination, integrated use of personal/non-personal communications) & your rationale.

21. Promotion mix tools

a. Advertising objectives, message and media strategies and plan

b. Public relations objectives and tools

c. Personal selling objectives and strategy

d. Direct marketing, e-active and online objectives and strategy

22. Methods to evaluate the overall plan results

23. Bibliography

24. Exhibits

Part 3 & final IMC plan will be graded as follows:

Points Grading Standard

0–5 Promotion mix tools, general overview and rationale

0–2 Promotion budget

0–5 Promotion mix strategy

0–5 Advertising

0–3 Public relations

0–5 Personal selling

0–5 Direct and online media

0–5 PowerPoint presentation's ability to communicate, free of typographic or grammatical errors, Executive summary, title of contents, proper use of exhibits, use and citation of external sources (approx. 25), timeliness of submission

35 points Total

The following detailed rubric should be your guide. It is also attached to this Asssignment as a Word document if you wish to download it.

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FINAL IMC Plan, incl. Part 3 Grading Rubric Instructor: Semester:

Part 3 covers the advertising objectives to be accomplished , the tactics, plus the evaluations that should be used to achieve the Communications Objectives. The minimum requirements for Part 3 and the whole IMC Plan are:

PART 3
General overview of Promotion Mix that you recommend to achieve the communications objectives and reach the target audiences you have set for your product (paid and non-paid communications vehicles.) The rationale for why you are recommending them The general media strategies (at least 2) you plan for the promotions The overall budget, etc. recommended including budget type used. Also what are the allocations ( in percent or actual dollars) for recommended media, research and public relations, etc.	0 - 5
Promotion mix strategy: need to discuss the strategies and tactics you recommend to integrate the advertising, sales, sales promotion, etc, · Should personal, non-personal or both be used. · Recommend push, pull or both strategies · Timing of the promotions & why (fall for gift season, slow times to increase sales, etc.	0-5
Advertising objectives need to be stated in measurable terms (what % target do you want to reach and how often, what % coupon redemption, etc) · Message themes need to identify the message strategy & executional framework to use, · Media strategies & plan to target the right audience identified in Part 1.	0 - 5
Public relations strategies : · What publics do you want to reach, incl. consumers, investors, legislators/regulatory, employees, etc. · What p.r. tools do you plan to use: press releases, media events, publicity, crisis management plans, etc.	0 - 3
Personal selling strategies: · Need to identify which sales people you want to motivate, such as sales people, wholesalers, retailers for shelving position, etc. · What sales incentives, contests, sales brochures, etc.	0 - 5
Direct marketing, online & social media strategies to use: · Need to identify specific social media, online and direct marketing strategies and the rationale for using, etc. · Identify timing and target audience for each.	0 - 5
Evaluation Tools you plan to use & why. Examples could be ROI, metrics such as coupon redemption, tracking and click-though rates on website, research studies, etc.	0 – 2
Metrics for overall plan: · Title slide, Table of Contents-all 3 parts - · Executive Summary - · Revisions to Parts 1 & 2, · Bibliography with proper citations of sources and exhibits -. · Effective Powerpoint presentation with no typos or grammatical errors. Submitted on time.	0 – 5

PROFESSOR’S COMMENTS: Total Possible Points: 35 Yours:

New 2014-IMC Plan

Template.pptx

MRKT 354

Integrated Marketing Communications

University of Maryland University College

This document is confidential

IMC Plan Power Point Template

Overview

An integrated marketing communications (IMC) plan is created annually and it focuses on the 4th P of marketing (Promotion).

The audience for this presentation will be key people inside the organization (top managers, marketing , communications, & sales team, web master, etc.) and external hired communications teams (advertising, media, public relations, and direct marketing agencies, etc).

The facts used in this plan must be researched using credible sources. All sources need to be referenced and identified using APA or MLA style.

The plan will be developed in 3 parts:

1. Part 1 covers the current marketing strategies used by the product & sets the communications objectives for the new year.

2. Part 2 covers the IMC strategies and feedback metrics you recommend.

3. Part 3 is more detailed and tactical. It includes the budget, the promotional mix and how overall plan will be evaluated. In addition, since it is the last submission, part 3 should also have all the parts of the final plan including the Executive Summary, a complete Table of Contents and Bibliography, plus an Exhibits you developed when working on the plan.

How to use this template

Use this template to develop your IMC Plan. You can either:

1. Copy these slides and use them as guides to develop your own format. However, all the topics must be covered.

2. If you use this template, keep the headings, but remove all the directions and tips for a professional presentation.

Customize your project with your own graphics and artwork, or just use this template.

Check out the Effective Power Point Presentation Tips in your Marketing Toolbox under course resources.

Add additional slides if you need more space to effectively present key information. But use the numbering system already in the template.

IMC Plan Project Objectives

By completing this project you will be able to:

Demonstrate knowledge of basic marketing & IMC principles and strategies

Apply marketing communications principles to a product/service/market situation

Develop/improve Power Point presentation skills

Demonstrate critical thinking, research and analysis skills

Demonstrate information literacy skills

Suggested Initial Approach to the IMC Project

Research & select your product/service & get faculty approval.

Identify the external research sources you need for your plan from the UMUC virtual library. Contact the librarian if you need help finding specific sources,-library is open 24/7.

Check out the product website and competitor websites; visit the store to see where your product/service is sold. Keep a file on the product’s communications & study their approach & content.

Analyze your selected product’s marketing communications’ messages, media used and public relations programs and social media used.

Participate in class discussions on the plan topics and pick up additional tips.

Tips for Developing the IMC Plan

Stay current with text readings, and class discussions.

Refer to following resources: “Launch! Advertising and Promotion in Real Time” class text; Principles of Marketing by Kotler & Armstrong-310 class text; Tips for Effective PowerPoint Presentation” and Glossary in UMUC Marketing Toolkit.

Don’t wait until the week the project is due, it will take much longer to do an effective job.

Refer to grading criteria in the syllabus to ensure you have devoted enough emphasis to those items with higher point values.

Edit! Be sure your concise presentation looks professional and addresses all the issues in the syllabus and this template. Also remember to double check all spelling and grammar before submitting because it is expected that marketing communicators use correct English

Ask questions early and often!

Expectations for External Research

Finding perfect information is not realistic; budget time spent on research carefully. Contact UMUC librarian for research ideas. All your external information should be gathered within the first 3 weeks of class. Be sure to identify each source.

Look for sources that provide additional product, media, and competitor information, industry trends and other readily available data. Note: it is not required that you pay for any research data or subscription services.

Expect to make educated generalizations and always include some rationale for your conclusions.

Expect to use endnotes to verify information and a bibliography, both in an acceptable citation style, e.g. MLA, APA. Refer to UMUC’s Writing Center for proper citing rules.

Expert 90 percent of the plan’s sources should be academic sources, not Wikipedia, Facebook and Google searches.

Delete all these introductory slides when you submit your parts 1, 2 and 3. Start with your own title slide.

Your IMC Plan Presentation will start with the next slide

Your name

Course name/number, section,

semester (Note: this plan is confidential should appear on the title slide.)

(Your Product Name)

Executive Summary

Prepare this slide last and submit it with the final plan at the end of the semester.

Contents of this slide should include:

Summary of the key findings of your analysis, including new communications objectives.

Briefly state your promotion mix recommendations for coming year.

Identify any corporate policy items that will be impacted with new recommendations.

Table of Contents

Prepare this slide 3 times and submit:

Part 1 Table of Contents

Parts 1 and 2 Table of Contents

Final Plan – submit full table of contents

Part 1 Current Marketing Situation Product Marketing Strategies ___________________________ This part should focus on “what currently is” based on your research, not what strategies you want in the new year. Much of the information in this part will be from marketing concepts learned in a Principles of Marketing course. Refer to the Marketing Toolkit posted in Course Resources.

Pointers for development of Part 1:

Do not include a history of the company, remember the audience for this presentation are part of internal & external team to help execute this plan.

Do not approach this as a term paper, this should be a concise, easy to read presentation using graphics to effectively present important information.

Use accurate marketing terminology.

Part 1.a. Product Description Concise Marketing Overview of the Product & its role in the Market

Consumers buy solutions, not product features. The IMC’s main purpose is to communicate the product’s value in solution terms to specific target audiences. Clearly describe:

3 specific levels of the product (core, actual description and augmented)

Customer need the product serves (physical, social or individual)

What type of product it is (convenience, shopping, specialty or unsought)

Part1.b. Product Description Current Product’s competitive position

Note: Use the SWOT Analysis & Competitive Analysis worksheets attached to the end of this plan to help you with this section. It should:

Identify the product’s market share (Hoover.com is a good source, but frequently hard to find, so just be close and provide your rationale)

Name competitors, their pricing, kinds of advertising used, etc.

Identify their vulnerabilities relative to your product.

Identify if product is a market leader, nicher, challenger, or follower.

Part1.c. Product Description Value Proposition

What is the product’s current value proposition? Is it more for more, more for same, more for less, and your rationale.

What is the products set of benefits that it delivers to satisfy consumers’ needs?

How does the product differentiate itself from its competitors

How does it try to develop lifetime value for its target audiences?

Part1.d. Product description Primary target market characteristics

Remember the more a marketing communicator knows about a target audience, the greater chance the message will be heard in targeted media (refer to chapter 6) The target audiences should be:

At least 3 targets that meet the following criteria: accessible, measurable, profitable and distinguishable.

Identify type of market targeting strategy currently used: undifferentiated, differentiated, concentrated or micromarketing.

Part 1.e. Product description Target Market Buyer’s decision process

This information is very important because it indicates how much information a consumer needs before they purchase the product. For example, a car is requires more in-depth information (brochures, web, etc.) than Coke. Which choice used:

Complex buying process

Dissonance-reducing buying process

Habitual buying behavior

Variety-seeking buying behavior

Part 1.f. Product Review Brand Strategy of the product/service

This topic analyzes how the firm brands the product. Discuss the following issues:

Is the product a national brand that already has brand equity, is it a new brand or no brand equity?

Is the product part of a product line, if so, what else is included in the product line?

Is the brand adequately represented in the packaging, such that the primary target market can identify the positioning strategy?

Part 1.g. Product Review Type of product/service lifecycle & benefits/features analysis

The stage the product is in is very important to the marketing communicator because it provides clues to how much advertising investment should be made in the product. Analysis should include:

Which of the 5 lifecycle stages is the product currently in and your rationale.

Identify the benefits and features of the product to the target audiences.

What adopter category are your target audiences in (innovators, early adopters, early mainstream, late mainstream or lagging adopters and your rationale.

Part 1.h. Distribution Review Current supply chain members and their roles

An important part of adding value and maintaining relationships with customers is the product’s supply chain and their roles.

What is their distribution strategy (intensive, selective or exclusive)? How is the product distributed?

Describe or diagram the channel system for primary target only.

You may need to discuss more than one channel system. For example, may have a direct to customer channel, and one or more indirect channels to the final customer.

Part 1.i. Distribution Review Value delivery network analysis

Be sure to discuss how each member adds (or doesn’t add) value for the final consumer. Discuss whether you product is distributed via a:

Conventional distribution channel

Vertical marketing system (VMS)

Corporate or contractual VMS

Horizontal Marketing System

Multichannel Distribution system

Also discuss whether their distribution strategy is selective, intensive or exclusive

Part 1 Communications Objectives and Issues First year communications objectives

Marketing communicators need to know where the target audiences are currently and what stage should they be moved to. Communications objectives need:

At least 3 broad measurable communications objectives needed (ex. Increase product knowledge from current % to what % by when)?

Identify the buyer readiness states of the primary target audience (awareness, knowledge, liking, preference, conviction or purchase).

Issues impacting the objectives attainment

This is the where you need to identify any issues that need to be addressed before these communications objectives can be achieved. For example:

Adequate budgets

Timely approval of budgets

If creative materials need pre-testing, you need to identify when results are needed, etc.

This concludes Part 1

Be sure to go back and develop your Table of Contents

Be sure to edit your work, follow the tips for effective Power Point Presentations

Be sure to include your endnotes and bibliography for this part.

Check your work against the grading rubric

Upload your Part 1 to your assignment folder by the due date listed in the course schedule and double check to be sure it is the version you want to send.

Part 2 IMC Strategy Recommendations

Goal #1 of Part 2 is to provide direction on the overall creative message design and structure. This is called the Creative Brief and discussed in detail in chapters 8 & 12.

Goal #2 is to provide recommendations on broad media channels to use.

Goal #3 is to identify the feedback metrics that you recommend using to measure the effectiveness of the plan.

Part 2.1 Communications Strategy Recommendations -Overall Message Design

What is the key “Big Idea” you want integrated in all the messages?

What is the key promise and supporting reasons why.

What call to action do you want used, example: go to website URL, phone #, etc.

What are the mandatories, or constraints that need to be included in the messages; such as logo, tag lines, warning labels, drug interactions, etc.

Part 2.a. Marketing Communications Strategy Recommendations Message Content

This is where you say what you want to say about the product, for example:

What specific product information is critical

What differentiates this product from its competitors

What appeals should be used (emotional, rational, sex, ethical, etc.)

What buyer readiness stage is your target audience in

What disclaimers need to be used (put this detailed/legal information in the Exhibits

Part 2.b. Marketing Strategy Recommendations Message Structure

Provide strategic direction on how to deliver the key message to the copywriter and art director. You are not writing copy for the ads; that is for the creative team, for ex:

Use one or two-sided arguments

Draw a conclusion or leave it to the target audience

Whether to present the strongest argument first or last

If you want comparative messages used, need to provide competitors & products.

Part 2.c. Marketing Communications Strategy Recommendations Format/executional framework

2-parts to this analysis need to be provided:

Identify what formats the ad message should be in (30 or 60 sec. tv spot, full page or partial ads, etc.)

What executional framework you believe will work best (lifestyle, scientific, testimonial, demonstration, slice-of-life)

Part 2.d. Marketing Communications Strategy Recommendations Media Channels

The integrated marketing communications perspective stresses careful strategic blending of many media tools to be sure that the message touches the target audience in the same way wherever this interaction takes place-refer to ch. 9

Use personal, non-personal media or both

Use traditional, non-traditional media or blend

Identify what media your direct competitors use. (Point is not to copy them, but to be aware of what they use and why)

Identify what media mix to use and why. (this should be broad, for ex. Public relations; because you will get more detailed in Part 3, for ex. Media event, press release, etc.

Part 2.e. Marketing Communications Recommendations The Message Source

Offer direction on whether it should be a celebrity, man/woman on the street, etc. and why.

What source characteristics do you want, such as; trustworthy, credible, expert, etc.

What kind of voice talent do you want used, if you specify radio, YouTube, etc.

State if you want a spokesperson who has never been used by a competitor,etc.

Part 2.f Marketing Communications Recommendations Feedback Metrics

A single communications campaign can cost millions. To meet the growing demand for accountability; research and media experts have developed accurate evaluations for advertising effectiveness. (refer to ch.5)

Specify what internal and external measurements should be used

Identify the timing of the metrics & if they should be pre & post

This is also where you would share what metrics were used before and the results, but you are not responsible for it here

End of Part 2

Be sure the Endnotes and Bibliography have been up dated.

Review for any editing errors

Double check to be sure all the required content is provided

Part 3.1 Promotion Mix Tools, Budget Rationale and Plan Evaluation

Refer to chapters 7, 9, 10, 11

Part 3 is going to be more detailed and tactical as you recommend what specific media will best reach the target audience and the overall budget to implement it.

This part will also summarize how the final plan will be evaluated and its timetable.

This slide needs to summarize the overall tactical promotional mix and rationale for it.

Part 3.2 Overview of Promotion Mix Tools and rationale on how they support the objectives

You need to identify how you plan to integrate the promotional mix messages to reach your identified target audiences and achieve your communications objectives.

Don’t forget to identify how you plan to reach the “middle market” between the company and the final consumer. For example; trade promotions, sales incentives, or dealer promotions.

What role do you recommend the corporate web site has in the promotional mix?

Part 3.3 Promotion Mix overview Promotional Budget

Need to identify the budgeting method you plan to use –refer to chapter 7

Need to identify the overall promotional budget in dollars.

Need to identify how you want the budget allocated and your rationale.

Don’t forget budgeting for external research (if planned), sponsorships, website promotions, public relations and production costs for the plan.

Part 3.4. Promotion Mix Tools Promotion Mix Strategy

Discuss how you plan to integrate the paid advertising, personal selling, sales promotions, etc. Note: in some products mass advertising tools will be the central focus. In other products, advertising will be used to support a sales force and trade promotions only.

Do you plan personal, non-personal or both

Plan for a push, pull or combination & why

What is the promotional timing, for ex, fall for gift season, slow seasons to simulate sales, etc.

You need to demonstrate you understand the advantages and disadvantages of the various recommended media .

Part 3.4.a Promotion Mix Tools Advertising Objectives

Refer to chapter 8.3. The objectives are for paid promotional tools only.

Need to be stated in measurable terms. For ex, objectives could include what % and how often do you recommend the messages reach the target audiences

If sales promotions, what % coupon redemption do you recommend & why

Also need to indicate the timing measurements.

Part 3.4.b Advertising Objectives Message Themes

Effective advertising message are very important in today’s costly & cluttered media environment. You need to:

Define key elements of message (what do you want to say)

Define emotional tone (how to say it)

Define production goals (what the ad will look like)

Note: you are not writing the product copy, but you are to provide strategic direction to the copywriters & art directors.

Part 3.4.c. Media Strategies & Plan

Name the specific media vehicles, including social media and other digital tools, such as; Google Search, Facebook, etc.

Determine audience reach, frequency and other relevant measurements.

Media timing for the product; such as fall and winter months for cold/flu meds, spring and summer for new car intros. Also remember targeting certain months can save on media budgets.

Part 3.4.d. Public relations strategies and other tools

The goal of public relations is to build good relationships and enhance the image of the firm with the advertiser’s publics, namely consumers, stockholders, legislators, and employees. However, since public relations messages are not paid media placements, marketing communicators can’t control their use.

Recommend what tools you want; such as press releases, media events, publicity or crisis management, etc.

Refer to chapters 9 & 10.

Part 3.4.e Personal Selling Objectives and Strategies

Personal selling involves direct interaction between the company rep and the customer. Remember, that in the case of grocery products, etc. the grocery buyer is the consumer.

Recommendation for sales incentives, contests, and support materials, and brochures, etc.

Part 3.4.f Direct Marketing, E-active, & Online Objectives and Strategies

These media are an increasingly important part of the overall marketing communications program. Need to:

Identify what direct marketing media (refer to sales communications delivered directly to individual customers thru e-mail, direct mail & telemarketing) to use, timing, etc.

Identify online, mobile, buzz marketing, and the web changes needed, such as; a web landing page, etc.

Recommend what social media to use, including online product reviews & blogs, refer to chapter 10.

Part 3.5 How to Evaluate Plan

Accountability is increasingly important because why spend the money to advertise if it is not accomplishing your communications & advertising objectives(refer to chapter 14). How & when do you want the entire plan evaluated:

Return on Investment (ROI)

What final measurement metrics to use (coupon redemption, new customers etc.

Pre & Post evaluation of creative messages, etc.

Tracking and click-though rates on website

Endnotes

Be sure to use proper citation format.

Need to cover all 3 parts of the plan.

Bibliography

Refer to the excellent reference tools found in the UMUC virtual library to be sure of people citation format.

Be sure to use a proper citation format or you will lose points.

Exhibits

This slide is optional, but it is a good place to include:

Worksheets (SWOT, competitors, etc)

Detailed Creative Brief including legal product language, etc.

Logo and tagline treatments

Corporate trademarks, PMS colors, and how they should be shown in communications materials.

End of Part 3

Make any changes recommended in your professor’s feedback on Parts 1&2.

Incorporate Parts 1 and 2 into a final, cohesive plan.

Include the Executive Summary and full Table of Contents.

Edit carefully and check your work against the grading criteria in the syllabus.

Upload into your assignment folder by the due date.

Competitive+Analys

is+Worksheet.doc

IMC Plan

Competitive Analysis Worksheet

Industry category: (ex. sports utility vehicles) ______________________________

Subcategory: (ex. midsized) ____________________________________________

Subcategory: (ex. hybrids) _____________________________________________

Directions: Try to fill out the three categories above to help you hone in on the most direct competitors for your product/service. List your product in the first cell of the Product Name column, then list each major direct competitor in the cells beneath and determine the main criteria by which the products in that subcategory compete. Replace the four column titles to the right with those criteria (for example, Criterion 1 becomes Speed), Criterion 2 might be price, Criterion 3 might be safety rating etc. Conduct research to fill in each cell with the relevant information.(

Product Name	Criterion 1	Criterion 2	Criterion 3	Criterion 4

Use your table to identify the competitive position of each product.

Competitive Position	Product Name(s)	Basis for Position (e.g., product leadership, cost leadership)
Market leader
Market challenger
Market nicher

(Possible sources of information: Hoovers.com, industry publications, product brochures, and comparison websites. Refer to Marketing Webliography for more ideas

SWOT+worksheet.

doc

IMC Plan SWOT Analysis Worksheet

Directions: As you research your company you will come across some facts and figures and other qualitative pieces of information. Organizing these ‘gems’ in a SWOT analysis is a good way to make sense of all that information. You don't need to fill in every cell in the tables, although some cells may have several entries. You may need to conduct additional research on the industry, the economic climate, and other topics to fully understand the environment in which the company operates. Be sure to refer to the Marketing Webliography for some research ideas.

Internal Micro Environmental Factor	These are strengths; they will help the marketing effort	These are weaknesses; they will hinder the marketing effort
a. Company
b. Suppliers
c. Intermediaries
d. Competitors
e. Publics
f. Customers

External Macro Environmental Factor	These are opportunities for the company in its marketing efforts	These are threats to the company's marketing efforts
a. Demographic trends in the population
b. Cultural influences affecting consumer decision-making
c. Natural resources needed as inputs by marketer
d. Political or economic conditions affecting consumers' purchasing power
e. New technologies impacting the industry
f. Laws, agencies, or pressure groups that could limit or enhance marketing

Develop some conclusions based on your SWOT analysis that takes into account the most important strengths, weaknesses, opportunities, and threats and their overall impact on the marketing effort. Take these conclusions into consideration when developing your objectives and issues section.

354 IMC Pl-Part 1

Rubric.doc

MRKT 354 Integrated Marketing Communications Instructor: Semester:

Student Feedback- Part 1 (15% of grade)

IMC Plan Project (75% of final course grade)

Student name:

Section	Maximum points(	Your points
PART 1: This part sets the foundation for making your recommendations; including the product’s current budget, creative, and media strategies. Your concise analysis, based on research you’ve done, clearly identifies what your chosen product’s marketing mix is. It also needs to list 3 measurable communications objectives for the upcoming 12 months. Part 1 should not include definitions or skip parts of the template without a clear rationale for why it was necessary to do so. All your sources need to be correctly cited in the bibliography.
· Appropriateness of product to analyze-topic and sources due end of second week	0 - 1	1
· Description of three product levels (core, actual product description & augmented). · Type of product (physical, social, individual, etc.) · Type/ role it plays in consumer’s life (convenience, shopping, specialty or unsought) and rationale.	0 - 1
· Description of competitive position (market leader, challenger, follower or nicher) compared to at least 2 competitors. · Compare at least 2 competitors and your product with their positioning, pricing, advertising used and vulnerabilities.	0 - 1
· What is the current product’s value proposition (is it more for more, more for less, etc) · How does your product differentiate itself from competitors’ value propositions, etc · How does it develop lifetime value for its identified target audiences.	0 - 1
· Identification and characteristics of at least 3 primary target(s) market, such as geographic, demographic, education levels, occupations, etc. · Remember targets need to be accessible, measurable, profitable and distinguishable from each other.. · Type of marketing strategy it currently uses (undifferentiated, differentiated, concentrated or micro marketing.	0 - 1
· Detailed discussion of primary target markets buyer decision behavior process (complex, dissonance-reducing, habitual or variety-seeking buying behavior, etc.	0 - 1
· Identification of your product’s brand strategy and rationale (is it national, global, local, etc.) Does it have brand equity, etc. · Is the brand well presented on the packaging and advertising · What is the product image and positioning versus its competitors?	0 - 1	.
· Identification and discussion of which one of the 4 lifecycle stages (introduction, growth, maturity, decline) your product is in & where it should be. · What are the features and benefits of the product? · Which of the adopter category is your product in (innovators, early adopters, early or late mainstream or lagging adopter) and your rationale for it.	0 - 1
· Identification and discussion of channel design (what it looks like – vertical, etc.). · Value delivery network distribution strategy (intensive, selective or exclusive)	0 - 1
· Development of multiple MEASURABLE communications objectives based on buyer readiness stages (at least 3 objectives). You must be able to clearly understand when and how each objective will be measured, such as %, from x to x growth number, what time frame, etc. · What issues could impact the attainment of these objectives?	0 - 4	..
· PP presentation’s ability to communicate clearly, including deletion of plan instructions, Title slide, Table of Contents required for part 1, uses accurate marketing terms, no typos or incorrect grammar, follows style guide, Bibliography w proper citations, and submitted by the deadline.	0 - 2

Professor’s Comments: Total: 15 possible

( Refer to your syllabus for more detailed explanation of the grading criteria.

PART 2 354 IMC Pl

Rubric.docx

IMC 354 Part 2Rubric Instructor: Semester:

Student Name:

PART 2 is a general strategic overview of the creative, message, and media strategies that you want used, by your internal and external marketing and advertising staffs, to achieve the three communications objectives for the upcoming year. In addition, you were asked to identify when and what feedback tools (metrics) should be used to determine if the communications objectives are reached. It also serves as the overall directive for the more tactical Part 3 of your plan.
Overall message design strategy needed to create: · .a creative brief for communicating the product to its target audiences (needed to include objective for the ad campaign/ad, the target audience, the message theme, support facts for the theme, plus URL to use & any disclaimer or constraints). · Needed to identify the relevant product information for the ad copy. · Needed to identify how the product’s tag line and logo should be used (graphics for logo can be put in Exhibits section of plan.) · The URL & the disclaimer copy to be used.	0 - 4
· Message content-to earn full points, you needed to provide relevant product information required in the ad copy If there are special product areas that you want emphasized, state it. Indicate the major appeal you think should be used (fear, humor, sex, music, rational, emotions, scarcity) for the most effective outcome.	0 - 3
· Message structure: you needed to identify how you’d like the creative people to: 1. handle the conclusion, 2. whether you recommend a one or two-sided argument, 3. Present the strongest argument first or last, etc.	0 - 3
Message format-you needed to identify 2 elements of the message that make your product advertising unique. · Executional Format: should there be a special spokesperson, a special music theme, unique color (ex. Target red bullseye, Tiffany baby blue, UPS brown, etc). · Also the message format needed to be identified, ex. 30 or 60 TV or radio spot, full page ad, the search words to use in online, etc.	0 - 3
Media channels-in this section you need to identify: · whether personal or non-personal communications channels or both should be used & why, · Use traditional, non-traditional or both, 3.ID what media mix you want used, etc.	0 - 3
· Message source- this section you identify what type of spokesperson (athlete, doctor, movie star, etc.) should be used and why…the same thing if you want a very identifiable voice, specify it.	0 - 2
Feedback metrics- this section need to identify external and internal metrics that will be used to: · measure the message designs that you have control over, not sales, profit, etc. · what messages are using a specific URL,& how you will track the “hits” you get on that URL, · ID timing of research, pre or post or both etc.	0 - 3
· Ability to communicate concisely in PP presentation. Recommended revisions to part 1. Title slide but no Exec Summary yet. Table of Contents & Bibliography Parts 1& 2. No typos or grammatical errors. Correct use and citation of external sources. Submitted on time.	0 - 4

Final Comments: Total possible 25 Earned:

354 FINAL & PART 3

IMC RUBRIC.doc

FINAL IMC Plan, incl. Part 3 Grading Rubric Instructor: Semester:

Overview: In Parts 1 and 2 of your IMC plan you needed to identify a detailed analysis of key marketing elements for your selected product, (value proposition, target audiences, its distribution channels, competitors, etc.) Part 3 covers the advertising objectives to be accomplished , the tactics, plus the evaluations that should be used to achieve the Communications Objectives. The minimum requirements for Part 3 and the whole IMC Plan are:

PART 3
General overview of Promotion Mix that you recommend to achieve the communications objectives and reach the target audiences you have set for your product (paid and non-paid communications vehicles.) The rationale for why you are recommending them The general media strategies (at least 2) you plan for the promotions The overall budget, etc. recommended including budget type used. Also what are the allocations ( in percent or actual dollars) for recommended media, research and public relations, etc.	0 - 5
Promotion mix strategy: need to discuss the strategies and tactics you recommend to integrate the advertising, sales, sales promotion, etc, · Should personal, non-personal or both be used. · Recommend push, pull or both strategies · Timing of the promotions & why (fall for gift season, slow times to increase sales, etc.	0-5
Advertising objectives need to be stated in measurable terms (what % target do you want to reach and how often, what % coupon redemption, etc) · Message themes need to identify the message strategy & executional framework to use, · Media strategies & plan to target the right audience identified in Part 1.	0 - 5
Public relations strategies : · What publics do you want to reach, incl. consumers, investors, legislators/regulatory, employees, etc. · What p.r. tools do you plan to use: press releases, media events, publicity, crisis management plans, etc.	0 - 3
Personal selling strategies: · Need to identify which sales people you want to motivate, such as sales people, wholesalers, retailers for shelving position, etc. · What sales incentives, contests, sales brochures, etc.	0 - 5
Direct marketing, online & social media strategies to use: · Need to identify specific social media, online and direct marketing strategies and the rationale for using, etc. · Identify timing and target audience for each.	0 - 5
Evaluation Tools you plan to use & why. Examples could be ROI, metrics such as coupon redemption, tracking and click-though rates on website, research studies, etc.	0 – 2
Metrics for overall plan: · Title slide, Table of Contents-all 3 parts - · Executive Summary - · Revisions to Parts 1 & 2, · Bibliography with proper citations of sources and exhibits -. · Effective Powerpoint presentation with no typos or grammatical errors. Submitted on time.	0 – 5

PROFESSOR’S COMMENTS: Total Possible Points: 35 Yours:

MRKT 354Integrated Marketing CommunicationsUniversity of Maryland University CollegeThis document is confidentialIMC Plan Power Point Template