IMC Plan and Promotional Material (250 points)

Task: Create and design an actionable integrated marketing communications plan for the organization you selected. Demonstrate the strategy behind the campaign as well as how the strategy will be applied (i.e. through the purchase of media placement and the creation of marketing communications.) Utilize research to support your recommendations. The plan should include the identification of specific actions, the costs associated with taking those actions, and a timeline for executing each step of the plan. (SLO 6.1) In addition, the student must submit (at least):

• 1 print advertisement (the media and cost should be identified in the plan)

• 1 digital advertisement (the media and cost should be identified in the plan)

• 1 press release (the targeted media and cost should be identified in the plan)

• 1 piece of collateral related to an alternative or direct response marketing technique (costs and a strategy for the collateral should be identified in the plan.)