Integrated Marketing Communication
 IMC Plan
(Client Project Outline)


(In all sections of the plans book, always speak to your client)
 

Brief Team Bio (included in preliminary pages of the document - just after T of C)
Include brief professional bios of your team members (paragraph or so for each individual) -- their degrees/majors, special training, experience.  It should focus on competencies, professional activity, including academic preparation and pursuits that are relevant to your IMC planning expertise for this client.

Executive Summary (included in preliminary pages of the document - just after T of C)
In 1-3 pages, provide a succinct, but comprehensive summary of your plan.   The situation analysis, including target audience & objectives (sections I & II) should comprise the first half page or so.  Your proposed IMC strategy, including creative & media plans should then be summarized, with a brief wrap-up on proposed effectiveness tracking/assessment.  (See Exec Sum outline on web page to get started.)

 

Background on Situation
Three pages or so should do it again -- Succinctly summarize the general situation/problem/challenge the client is facing or approaching with this campaign. This may include recent developments, industry trends, competitor actions, consumer trends, regulatory changes -- set up the "big picture" for the campaign -- this is basically the introduction & should cover the important contexts for the reader -- this may be redundant with other sections, but will summarize, not detail evidence & documentation. (Think SWOT analysis in brief).

Product/Service Offering
This section should detail all aspects of the "product" -- functional & symbolic attributes/benefits; perceived & objective strengths & weaknesses relative to the competition.  Include at least the following:
1. Number of models, sizes, designs, flavors, etc. offered. Where it fits in the firm's overall product line.
2. Quality - observable; inferential perceptions/cues.
3. Distinct design feature or attributes - salient &/or determinant (from consumer's or buyer's perspective relative to competitors or evoked set)
4. intangible, symbolic, aesthetic or experiential aspects of the product/service experience
5. Uses/Usage situation - conditions under which the product may be used. Users & why they use it (don't be afraid to be redundant with target market section -- this info. here will lead to target selection).
6. Seasonal fluctuations in sales (include graphical representation & explanation for fluctuations).
7. Market constraints -- discuss any factors that currently limit or restrict the market for this product, such as cultural customs, unfavorable climatic conditions, previous experience of consumers, physical distribution, misperceptions...
8. Summarize perceived strengths & weaknesses relative to competition --  What is the image of the brand (in consumers' minds) relative to competitor brands?

Note that this section will be based on your PRIMARY RESEARCH, in addition to SECONDARY DATA that is available.  [Briefly describe the method & results of this primary research (in-depth interviews, focus groups or survey) in Appendix A.]

Channels and Distribution Systems
Briefly describe the distribution channel system of the company, including integration in the channel, specific outlets, contractual arrangements, etc. ...(how are the products/services/information delivered to the customer??)  For services, a "channels" analysis will include location of facilities serving customers and hours of operation...i.e., how/when/where is the product delivered to the customer?  If appropriate, describe the use of "push" vs. "pull" strategies in the channel as well as challenges within the channel that are affecting customer satisfaction. Summarize the strengths & weaknesses of the company regarding the channel which have implications for IMC.  (NOTE: for some clients, e.g., services, you will combine the "Product" & "Channels" sections.)

Industry (Best Practices)/Competition/Barriers
Analyze and discuss:

1. The basic industry of the client -- Use the Ref page built by Kay Weir for links to basic industry info/summaries
2. Profile "best practices" examples that you find ..., i.e., "Marketing Not for Profits" -- either prescriptive lists/tactics or a success story/example for your industry/category.
3. The major competitors or barriers as you see them -JUSTIFY THIS SELECTION. Include evidence and the factors that you used in the competitive analysis. (Remember to include a primary focus on the target audience's evoked set of choices that could compete with selection or patronage of your client).  Discuss the strengths and weaknesses of each competitor compared to your client.  If appropriate, this section should include a graphic presentation of estimated market share of the client & the major competitors for the last 2-3 years. Discuss any relevant trends in market share & the market position of each competitor.

Analysis of Past Advertising/IMC & Financial Picture
For your client and the primary competitors, describe the previous positioning of the product - based on prior campaigns (or as a result of distribution selection, packaging, pricing, physical characteristics of the product) .  This discussion should include both text describing past campaigns (with accompanying ad examples), and data.

Include in one table (for client's product & competitors) the following:

1. total advertising/IMC expenditures for the past 2-3 yrs.
2. percentage allocations to major media

Discuss the financial Picture of your client re the potential impact on promotional spending - with reference to the Table listing adv/IMC expenditures for your client and the competitors.  The primary emphasis of this section should be to summarize the financial situation of the company/organization as it relates to flexibility and potential resources for promotional spending. Tailor this discussion to describing the companies' strengths& weaknesses re spending on IMC and abilities to increase advertising budgets or adjust spending patterns. 

Legal/Regulatory Environment
Discuss any pertinent organizational, legal or emerging regulatory/environment guidelines or issues for the IMC campaign -- ...i.e., the BOUNDARIES for the IMC campaign -- NOT other regulatory issues for this industry/organization but SPECIFIC TO IMC.  This would include industry advertising standards/guidelines, as well as regulatory constraints or institutional limitations or guidelines/codes of conduct for Marketing/IMC.  This section is very situation specific -- only discuss relevant issues, requirements, guidelines or "constraints" that the team must be aware of in developing the IMC campaign...i.e., this sections acknowledges the "boundaries" or standards set by the organization, industry or other regulatory agencies that the team must comply with in developing IMC.

“Hard work spotlights the character of people: some turn up their sleeves, some turn up their noses,
and some don't turn up at all.”       ~ Sam Ewing

Selection and Justification of Target Audience Profile

1. Segmentation Analysis -- segment the market & describe possible target audiences for the campaign-- who is using, buying, accessing this product/service/information; what demographic and psychographic trends are relevant.  Specifically, discuss and describe:

a. Population area -- that the client is drawing from -- include Census data analysis; discuss the Geographic dimensions -- local, regional, global?
b. Types of people (organizations) who currently buy the client's product.
c. What is the motivation of buyers or client's brand and product category in general -- Why do they buy?;
d. Discuss/analyze "nonusers" -- segments of potential customers -- consumer/buyer segments that might be served & possibility of appealing to them in this campaign.

Note that this section will be based on your PRIMARY RESEARCH, in addition to SECONDARY DATA that is available.  [Briefly describe the method & results of this primary research (in-depth interviews, focus groups or survey) in an Appendix.]

2. Target Audience Proposed for Campaign -- provide a detailed description of the proposed target audience(s) and JUSTIFICATION for this selection.  [A SUMMARY EXHIBIT of TARGET AUDIENCE DEMO & PSHYCOGRAPHIC CHARACTERISTICS IS REQUIRED for this section!]  In supporting discussion, refer the reader to the target audience profile (exhibit) and (a) describe clearly and comprehensively the target audience(s) that you will try to reach and appeal to in this campaign, and (b) JUSTIFY THIS SELECTION.  NOTE: The segmentation analysis section (#1. above) basically describes target audience options...this section (#2.) describes & defends your target audience selection for the campaign.  Your description should include at least:

a. demographic characteristics
b. psychographic characteristics

• behavioral characteristics (activities; usage; where shop, etc.)
• attitudes & perceptions
• lifestyle dimensions
• personality/traits
• values; interests

c. others who may influence the purchase decision -- reference group influence
d. Estimated target audience size

...i.e., Who are they? & Why should we target them?

Campaign Objectives

1. State in measurable terms the advertising/promotional objectives of your campaign. BE SPECIFIC & QUANTIFY EACH OBJECTIVE. (Include the 5 elements of a "Statement of Objectives" discussed in class).

2. As you present the benchmarks (specific, quantified objectives), JUSTIFY the selection of these objectives on the basis of your situation analysis -- tie the campaign objectives to the situation analysis data/information).

Note: this section should be based on both PRIMARY & SECONDARY DATA.

 

Factors Affecting the Selection of a Basic Appeal/Theme and Copy

1. Describe the creative platform -- basic appeal/theme/message.  Explain in great detail the core message of the plan, including specific copy points to be made, benefit messages, tone, visuals that will be used to communicate,  etc. 

2. JUSTIFY the selection of the creative platform in light of the target segment, competitive environment, primary research...i.e., based on your situation analysis!  Integrate in your discussion, the origins of the core message ideas -- explain how they emerged/developed in your planning.

3. Overview of IMC Plan: After laying out the Creative Platform, provide an overview Exhibit & discussion of your overall IMC plan -- briefly summarize and justify all of the key elements of the plan.

Presentation of Layouts & Analytical Criticism of Proposed Ads

1. At least two completed advertisements (or promotional pieces, e.g., a brochure, outdoor ad, webpage) must be presented in exhibits and briefly described & defended in text (#2. below). The layouts may be "roughs" or "storyboards" but as close to finished form as possible.

[SAVE THE PLANS BOOK FILE & LAYOUT FILES on a CD &/or OR SEND TO YOUR CLIENT]

2. For each creative piece, defend the manner in which you have used principles and techniques of layout and advertising design (this is the "analytical criticism" section).  To support this section, complete and present/summarize the results of copy testing for at least one of your ads.  Describe questions going into the test & resulting decisions made based on the test. 

You will briefly describe the method & results of copy test research in Appendix B - then incorporate the major findings of the copy test within this section in the book - as part of your analytical criticism of each creative piece.  Refer the reader to Appendix B for details of the test method & results.

NOTE:  1. & 2. are completed in one section...refer the reader to the layout exhibit & then describe & defend it -- i.e., providing the "analytical criticism" --  this is completed for each layout provided.

Selection of Media and Vehicles

1. Discuss & JUSTIFY both the types of media and the specific vehicles that you will employ in the campaign -- audience data should be included in this justification for the specific vehicles chosen.


IMC (Advertising/Promotional) Schedule

1. Include as an exhibit your complete (for the campaign year) media schedule. The format should include:

a. vehicles to be used, categorized by medium
b. size or length of ads (e.g., fp or 30 sec.)
c. date(s) of insertion or appearance/run
d. cost per insertion or appearance/run
e. total cost of space or time for each vehicle and each medium (e.g., column & row margins)

DO introduce the exhibit in text, referring the reader to the exhibit & pointing out important descriptive summary elements.

Justification of Media Strategy

1. Advertising Schedule - JUSTIFY your advertising schedule in terms of:

a. coverage (reach)
b. frequency
c. size of ads
d. position in vehicle
e. use or non-use of color or other media decision factors

2. Present the Budget (in exhibit form & discuss) -  given the media and vehicle allocation, JUSTIFY the budget, the % of the advertising investment that you are spending in each medium and each vehicle. Your justification should include a comparison of your proposed budget and media/vehicle allocation with previous years' campaigns and competitors' spending.

3. Summarize/wrap-up this section by indicating how this schedule will accomplish your campaign objectives.

Strategy to be Used
Describe the reseller/support strategies (including channel & tactics) that you intend to use.  This would include details of any "support" efforts that will be important to the campaign, e.g., internal marketing, opinion leader contact, support of or communication with organizations or individuals involved in the implementation of the campaign.  

Justification of Reseller/Support Strategy
Justify the reseller/support strategy & describe how it is integrated with the rest of the proposed campaign.

(Note that support strategies for your IMC plan may already be incorporated in the Creative & Media sections of your plan; thus you may not need a separate "Support Strategies" section -- discuss with me if unclear.)

Proposed Method
Describe in detail the measures and procedures that you propose to measure the effectiveness of your campaign. Remember that you must include pre and posttest measures to assess change in your dependent variables...these should measure/assess your campaign objectives.

Justification of Method
JUSTIFY your choice of effectiveness measures...(the specific match to objectives, the use of  multiple measures, timing, specific feedback generated).