The final assignment for this course is an IMC plan for an organization/situation of your choosing. Please select an organization facing a situation that can be addressed using an IMC campaign.

The final assignment for this course is an IMC plan for an organization/situation of your choosing. Please select an organization facing a situation that can be addressed using an IMC campaign. Topic The final assignment for this course is an IMC plan for an organization/situation of your choosing. Please select an organization facing a situation that can be addressed using an IMC campaign. IMC Plan Format – Your plan must include the following basic components: Summary/Executive Overview • A backgrounder on the organization • State the opportunity/problem • State what you want to accomplish with this IMC campaign and explain your rationale • Share success factors – how will you measure the success of the campaign? Situational Analysis • Provide an internal and external analysis of the organization, e.g. a SWOT analysis Publics/Audience Analysis • Identify publics, listed in order of priority • Share insight as to who they are, what is important to them, why they are a target public – go beyond the basic demographics and truly demonstrate you understand these audiences Goal and IMC Objectives • State the organization’s mission statement, vision and values • State the goal of your communication plan • List your IMC objectives; make sure that they are measurable and are not simply output driven, i.e. We plan to send out 5 media releases – this is not a true outcome • Ensure that your objectives support the organization’s mission and business goals Branding and Messages • State your brand positioning strategy, including any key messages • Provide logic for selecting these messages • Explain how they will be used and for which publics they are intended • Review any imagery or taglines to be included in the campaign IMC Elements/Tactics in Campaign • Explain the various tools/techniques in your campaign • Provide reasons of why you have selected these elements and for which publics they are intended • Include additional objectives if necessary • Include your key messages in the information provided to demonstrate their use • Identify which IMC objective is tied to which tactic • Provide samples of the elements (desktop work is appropriate) • Provide a timeline of preparing materials, distribution, follow up, evaluation, etc. Include contingency planning • Provide a budget breakdown for this campaign (budget total to come from client) Evaluation and Conclusion • State your conclusion, summarizing your plan • How will you know if promoting and evaluating your campaign will be a success? • Explain your evaluation techniques in detail Writing style • Use heading, subheadings, etc. for readability • Design should include headers and/or footers for professionalism, listing page number • Include a title/cover page and table of contents • No typographical or grammatical errors • Plan must be typed, double-spaced, 10-12pt. body font • Length of plan must be between 10pages (not including work samples) Overall Impressions • The overall impact that your campaign plan makes • General layout, readability, flow of material