Assignment: Communicate the Value: Integrated Marketing Communications Brief
Please select a brand that has a brand problem. For example, recent player legal troubles have been a problem for the NFL brand. Another example is the Bonefish Grill, the country’s second largest seafood chain after Red Lobster. Although their check average is more than $3.00 less than Red Lobster, many consumers see the Bonefish Grill brand as “expensive”.
You job is to develop an IMC brief. This deliverable will be used to instruct an external company that will be hired to develop an integrated marketing communications (IMC) campaign for your company or organization.
Your deliverable will be presented in four to five page paper and will follow APA6 formatting guidelines, including a cover page and reference page (Those two pages are included in the page count. Therefore, only two to three pages of actual content is needed).
The brief should be a concise document that answers these questions. This will help guide the creative team that will formulate the IMC campaign.
•Why are we developing a new IMC campaign?
oWhat is the problem? (What is the IMC Problem that you are attempting to solve here?)
oWhat is our objective (quantified)? (You want to have a measurable goal here. It could be to “have 44% of your target audience recognize that ‘Tide Liquid gets stains out best’” and to accomplish this by June 30, 2016, for the promotional campaign that commences 15 March 2016.)
•Who is the target customer?
oWho are we trying to reach? What are the characteristics of the target market? (Describe your target market using segmentation variables, just as you were asked to do in your IMC Plan outline in Week FOUR – age, income, education, etc., and geography and/or other appropriate segmentation variables.)
•What is the message? (What is your IMC Message? It should be short and sweet and resonate well with the target audience. A slogan is fine. Anything over six words is likely too long,)
•How does our target currently perceive us? (Were you to go to the target audience and mention your product/service BRAND name, what would they say to you, using descriptive adjectives? This is how your BRAND is currently positioned in their mind.)
•How would we want the target to perceive us? (How do you want the target market to position your BRAND in their mind? In effect, were we to go up to them at the end of the campaign, what do you want them THEN to be thinking about your BRAND?)
oWhat is the most persuasive idea we want to convey? (This can be part of the message.)
oWhat creative guidelines do we have to consider (e.g., logo, font, corporate colors)? (You make the decision here.)
•When will the message be delivered?
oWhat timeframe are we looking at for development and delivery? (This is the window that you will utilize for development… and then the actual delivery of the IMC promotional effort. You need to insert dates here.)
•Where will the message be delivered? (In what geography do you envision this message being delivered? What media will you use? Traditional media? Social media? Tell the reader!)
•Which media will provide the most effective communications mix? (What media do you see as being most effective at delivering your IMC message to your target audience? Why did you select the media that you did?)
•How much will it cost? (You will need a budget. What dollar number do you reasonably expect to have available to spend with the company that will eventually be selected to create your IMC campaign? I realize this is a guess, but you need to make it realistic. If you plan to use television, don’t budget $50K – that dollar amount wouldn’t buy you anything. Top-rated TV shows can easily cost you $400K for one thirty-second ad that is broadcast ONCE. Plan your budget for the entire IMC campaign that you envision.)
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