IMC Activity Examples For Your Marketing Plan

Imc Activity Examplesmkt301as Part Of Your Marketing Plan You Are Req

As part of your marketing plan, you are required to create a promotional plan including a creative brief and mock-ups of your ads or promotional materials. You must select two different IMC (Integrated Marketing Communication) activities from options such as magazine print ads, radio ads, TV commercials, social media, guerilla campaigns, direct mail, press releases, outdoor ads, coupons, trade shows, websites, or other ideas. For each activity, you will complete a creative brief following the provided template and create visual mock-ups in PowerPoint or similar applications, submitting PDFs if using graphic programs other than MS Office. The purpose is to demonstrate a basic understanding of matching message, imagery, and media to your target audience. Your activities should be relevant to your product or service and should be developed after completing Module 7.

You are also expected to prepare a professional presentation of your marketing plan in a narrated format, not exceeding eight minutes, simulating a pitch to potential investors or lenders. The presentation should include slides on your product description, SMART objectives, SWOT analysis, segmentation, IMC strategies, and references, following the specified sequence. You should ensure your slides are clearly organized, visually professional, and your spoken presentation is engaging and clear. The final project will incorporate your chosen IMC activities, their creative briefs, mock-ups, and your overall marketing strategy.

Paper For Above instruction

Integrated Marketing Communications (IMC) is a critical component of an effective marketing plan, as it ensures that all promotional tools and messages are unified and coherent across various channels to effectively reach and influence the target audience. In developing an IMC strategy, it is essential to select activities that not only align with the product or service but also resonate with the specific customer segments targeted.

Selection of IMC Activities

For this project, I have chosen two distinct IMC activities to illustrate the diversity and effectiveness of integrated communication strategies. The first activity is a social media campaign, leveraging platforms such as Instagram and Twitter to engage consumers with compelling stories, visuals, and hashtags. The second is a guerilla marketing stunt, designed to capture attention through unexpected physical placements or performances in public spaces. These activities were selected due to their high engagement potential and their ability to create buzz, which aligns with my product's goal of increasing brand awareness and customer interaction.

Creative Brief Development

The creative brief serves as a foundation for guiding the development and execution of each activity. For the social media campaign, the objectives are to increase brand visibility among Millennials and Gen Z, with a focus on sharing compelling content that encourages user interaction. The key message emphasizes the brand’s commitment to innovation and community engagement. The tone will be informal, fun, and authentic, resonating with younger audiences. Deliverables include a content calendar, sample posts, and hashtag strategies, with deadlines aligned to product launches or seasonal campaigns.

For the guerilla marketing activity, the objective is to create memorable in-person experiences that generate word-of-mouth and media coverage. The key message revolves around the uniqueness and eco-friendliness of the product, encouraging consumers to participate in a live demonstration or scavenger hunt in urban settings. Deliverables include concepts for physical installations, schedules for deployment, and safety guidelines. The budget constraints and logistical considerations are addressed within the brief to ensure operational feasibility.

Mock-ups and Visual Materials

The mock-ups for these activities include sample social media posts, animated graphics, and a storyboard for the guerilla event. These visuals are intended to showcase the messaging alignment, imagery, and overall appeal to the target segments. PowerPoint slides are used to present these mock-ups, with annotations explaining the conceptual rationale behind each element. The mock-ups are designed to be adaptable across various media formats and are submitted as PDFs to guarantee visual fidelity.

Implementation and Integration

The integration of these activities is achieved through consistent messaging, thematic visuals, and coordinated timing. For example, the social media campaign may promote the upcoming guerilla event, creating anticipation and encouraging participation. Both activities are aligned with overall marketing goals, such as increasing customer engagement, fostering brand loyalty, and expanding market reach. Measurement metrics include social media engagement analytics, event attendance, and media mentions, ensuring the IMC efforts can be evaluated for effectiveness.

Conclusion

Developing a comprehensive IMC plan involves strategic selection, creative development, and coordinated execution of promotional activities. By focusing on engaging, relevant, and well-integrated channels such as social media and guerilla marketing, a company can effectively communicate its value proposition, build brand awareness, and foster meaningful customer relationships. These activities, supported by detailed creative briefs and mock-ups, provide a practical framework for implementing a dynamic and impactful marketing campaign.

References

• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Clow, K. E., & Baack, D. (2016). Integrated Advertising, Promotion, and Marketing Communications. Pearson.
• Shrm, S., & Berman, B. (2017). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page.
• Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
• Grewal, D., & Levy, M. (2015). Marketing. McGraw-Hill Education.
• Rosen, D. (2020). Building a StoryBrand: Clarify Your Message So Customers Will Listen. Morgan James Publishing.
• Scott, D. M. (2017). The New Rules of Marketing and PR. Wiley.
• Kapoor, N., Dwivedi, Y. K., Piercy, N. F., & Reynolds, N. (2020). Advances in social media marketing: Past, present and future. Industrial Marketing Management, 89, 225-237.
• Fill, C., & Turnbull, S. (2016). Marketing Communications: Sense, Content and Practice. Pearson.