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1. . . . MKTG 1311 IMC Group Project Instructions Fall 2021 For this project you will assume the role of a marketing communications agency and your client is Boathouse Retail Stores. For this project you need to form a team of 4 and then develop an Integrated Marketing Communications plan for the client. In developing the plan, your team will need to come up with a creative concept and then develop an IMC plan that includes coverage of these key areas: Marketing Review: 10 marks Provide a brief marketing review to show the client you have a strong grasp of the retail apparel industry (what is unique about this industry, recent industry trends, major competitors, size of the market). Identify the target market for the campaign and expand upon the profile wherever possible to assist with your campaign development o be sure to discuss market research conducted on the industry and the target market Review the type of positioning (brand image) you would like to promote in your campaign Outline specific communication objectives you want to achieve with this campaign 2. IMC / Promotional Strategy: 10 marks Discuss the mix of promotional tools you have decided to include in your plan. For example, advertising (print, broadcast, online), out of home, public relations, special events, direct marketing, sales promotion, digital/online, social media. NOTE: you are not required to use all of these tools, it is up to your group to decide which tools you want to use. Provide your reasoning to support the promotional mix chosen-why did you choose each clement ex. Refer to the client's intended target market, the client brief and the budget. Provide an outline of how much of the budget would be allocated amongst the mix (as a %) Creative Execution: 20 marks Unveil your big idea for the campaign: o include a campaign slogan and theme o showcase visual illustrations, mockups, specific information about promotional elements to show the client exactly how you would execute your creative strategy Be sure to keep in mind how your big idea would be integrated consistently across the promotional mix platforms you are recommending Remember: This is the "show me" part of the pitch so make sure you have something to present to get the client excited! . 3. Remernber: This is the "show me" part of the pitch so make sure you have something to present to get the client excited! 1 Presentations: Each group will have 10 minutes maximum to present their IMC plan and showcase their creative ideas for the campaign. All group members must be part of the pitch presentation. The presentations will be held online through Blackboard Collaborate. Each group will be assigned a specific blackboard link for the presentation On the day of your presentation your group must submit the following to me on Blackboard: 1. Powerpoint slideshow 2. All visual/creative samples/mockups you are presenting Groups: You will be asked to form a group of 4 for this project AND sign up on blackboard for a presentation time/date. You must choose a presentation date that allows all members to be present. Anyone who has trouble finding a group can use the online signup to help find other students to work with. I will not be playing "matchmaker" so it is your responsibility to find a group Groups larger than 4 will not be allowed. If you have not signed up your group for a presentation date in advance you will not be able to present. There are no walk-ins accepted! The signup sheet for the presentations will be on blackboard - first come, first serve. 8C Cloudy