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can you please answer number 4a

4. a) Integrated Marketing Communication (IMC) Mix (This means deciding what combination of marketing communication tools to use in a campaign and how they will work together to achieve the campaign objectives. Eg you use public relations to announce something that is newsworthy, whereas you use sales promotion to drive immediate action). IMC mix chosen Platforms and objectives Synergy How will they work together to achieve the campaign objectives (12 Marks) IMC CAMPAIGN PROGRAM (GROUP ASSIGNMENT) Assessment 3 - The IMC Campaign Report Length: 5000 - 10 pages excluding the cover page and table of contents Develop an IMC campaign for an organisation you work for. However, you must be able to identify one important IMC communication problem faced by that organisation that could affect the strategic positioning of that organisation in the marketplace. You are to assume you work for and are a senior account executive with M&C Saatchi, TBWA Hunt Lascaris, Ogilvie, MediaShop, FCB, etc. and you are pitching your approach to a potential client organisation. As a Group you need to identify and develop the: 1. Situation Analysis (This means researching and reviewing the current state of the business and gathering all pertinent information. The goal for IMC planning is to identify a problem that can be solved with communication). Background research SWOT: strengths, weaknesses, opportunities, threats Stakeholder attitudes and behaviours Key communication problem(s) to be solved IMC Actions taken to date . (15 Marks) 2. Goal (make sure your goal is S.M.A.R.T - specific, measurable, attainable, realistic, and timed In consideration of the of your previous analysis, you need to identify at least one goal for the campaign. . Describe the segment of your campaign . What is the goal you want to achieve with the campaign . What is your call to action? (09 Marks) 3. Key Strategic Campaign Decisions (This means deciding a general statement of strategy. In other words what is this campaign all about? E.g. a strategy can focus on branding, positioning, countering the competition, or creating category dominance.) . Creative statement . . Objectives Target and engaging stakeholders (e.g. think about all the potential audiences who have a stake in the success of an organisation or brand and which audience to focus on) Brand positioning strategy (8 Marks) 4. a) Integrated Marketing Communication (IMC) Mix (This means deciding what combination of marketing communication tools to use in a campaign and how they will work together to achieve the campaign objectives. E.g. you use public relations to announce something that is newsworthy, whereas you use sales promotion to drive immediate action). . IMC mix chosen Platforms and objectives Synergy How will they work together to achieve the campaign objectives . (12 Marks b) Sales alignment At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity? Measurement (KPIs-Key Performance Indicators) How will you measure the success of the campaign? Select six (6) KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful. Examples of KPIs: a) Total sales revenue b) Website unique visitors c) Incremental sales d) Net Promoter score e) CTR-click through rate f) Number of qualified leads generated g) Engagements - comments, likes, shares, page -views, video - views h) Followers social media 3 of 5 i) Impressions - views or content j) Number of registrations or sign up 5. Message Strategy (This means determining the right message for the target audience(s) that delivers the IMC objectives: including how much to focus on rational or emotional messages, what message format to use, and how to get a big idea that gets attention and sticks in memory) Key consumer and brand relationship insights Message direction . Strategic consistency (09 Marks) 6. IMC Media and Contact Points (This means creating examples of your campaign e.g. sample advertisements, displays, etc. for television, radio, digital, print, social media, etc. (e.g. Facebook, Google, Instagram, Twitter, etc.). . Multimedia and multichannel (e.g. Television, radio, digital, print, social media, etc. - determining the focus of your campaign.) Multiplatform (e.g. advertising, sales promotion, direct marketing, public relations, etc.- determining the focus of your campaign) Contact points, touch-points, and critical touch-points (e.g. think about all the ways you come into contact with a brand message) . (20 Marks) . . 7. Management and Campaign Controls Budgeting (e.g. think about how much an organisation should spend on an IMC program) Budget list: list marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include such items as labour, materials, and other expenses such as print materials, online media tools and development, public relations services, design services, content development services, space or equipment rental, etc. Also estimate the increased sales or revenue the campaign will generate for the company. (10 Marks) 4 of 5 8. Evaluation of Effectiveness leg how will you measure the success?) (5 Marks) determining the focus of your campaign) Contact points, touch-points, and critical touch-points (e.g. think about all the ways you come into contact with a brand message) (20 Marks) 7. Management and Campaign Controls Budgeting (e.g. think about how much an organisation should spend on an IMC program) Budget list: list marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include such items as labour, materials, and other expenses such as print materials, online media tools and development, public relations . services, design services, content development services, space or equipment rental, etc. Also estimate the increased sales or revenue the campaign will generate for the company. (10 Marks) 8. Evaluation of Effectiveness (e.g. how will you measure the success?) (5 Marks) N:B Make sure your IMC plan is well structured with headings and is fluent and interesting to read to ensure time-poor executives (CEO/Leadership Team) can understand the key components and actions. You can use tables, graphics, flowcharts, images, screenshots, videos/links and other tools to make this an interesting, concise and easily communicable report that is targeted to your client's CEO and Leadership team. You will score more points for creativity! Although there is no budget restriction on this project, you will need to propose a preliminary budget for your IMC Plan, detailing the spend for each channel - A simple table format will suffice. It is essential that your budget only relate to the IMC problem under consideration. It is not to relate to the entire organisation (like some did in the previous individual assignment where they focused on the entire organisational budget instead of only the IMC budget). 5 of 5