Module $13$: IMC Assignment $(10\%)$

Overview

Working with another student or individually, you will outline of integrated marketing communications $($IMC$)$ plan for an organization as assigned by your instructor.

You will be assessed on your achievement of the following course learning outcomes:

Evaluate promotional tools to determine appropriate integrated marketing communication $($IMC$).$

Estimated completion time: $2$ hours

How to Proceed

Choose one of the following local Winnipeg restaurants below:

King $+$ Bannatyne

Electric Modern Lunch

Prepare an outline of an integrated marketing communications plan for the organization. Your outline must include these elements:

IMC objectives. What is the purpose of the plan? For example: does the organization want to build brand awareness, create customer engagement or increase brand loyalty or other? Include a few fictional numerical targets and your rationale.

Target market profile. Which target audience are we trying to reach with this plan? Identify the target audience using geographic, demographic, psychographic and behavioral data. Include information on which media and technology is most likely to be used by the target audience.

Central promotional idea. What is the main messaging? Include messaging that is creative, visible and that will resonate with target audiences and be memorable.

Recommended promotional mix. Describe three promotional tools will be used to communicate with the target market. How will these communication tools work together, be integrated? Explain your choices and rationale. Your mix must encompass digital and non$-$digital approaches. Consider including a variety of tools: advertising, public relations, sales promotion, direct response marketing, event marketing and sponsorship, product placement and branded entertainment, personal selling, online marketing, social media marketing and mobile marketing.

Promotional schedule. When will the communication tools be used? Describe the order in which each promotional tool is introduced and the frequency of its use during a specified time frame. Your schedule must be carefully planned so that individual aspects work well together to communicate with target audiences.

Methods to evaluate the campaign. How will we know if this campaign is a success? List and explain what criteria $($minimum of $2)$ you would use to measure and explain how you would measure these criteria.