UCLA IMC Fall 2015 Individual Project-
The IMC Plan: A written assignment in which each student will select a corporation and develop a comprehensive IMC plan that emphasizes a particular brand/product/service. With permission, the project can be for a company where you work or know the president/owner; or for a fictitious company/brand. The document should be 5-7 pages (approximately 2-3000 words).
This project is worth 50% of your final grade, and considering we will have the liberty of using subjective scrutiny while grading, it is arguably the most salient segment of our evaluation for the entire course.
Basically, we will be looking for:
1. Is the story complete?
- Is there a beginning, a middle, and a conclusion?
- In other words, are we first intrigued, did you hold our attention, and finally, in the end, will we be persuaded?
The requirements:
- Executive summary
- Situational analysis
- SWOT analysis of corporation
- A strategic IMC strategy that includes tactical concepts, creative artwork, slogans, video, advertisement storyboard, or other elements along the spectrum of IMC categories. Hint: you might consider using the IMC 7-step model.
- Basic financials (pro forma) demonstrating your knowledge of budgeting and ROI
- A compelling conclusion
General Hints-
1. Executives do not like to read long, drawn out documents. Keep your statements succinct, and incorporate the inverted pyramid style of writing.
2. We strongly recommend you to incorporate the POOR Model to help tell your story.
3. Please develop a one-page creative brief that will introduce your creative IMC elements.
4. Include as much newly-learned nomenclature as possible, including a mission statement, positioning statement, etc. Refer to the perpetual nomenclature glossary as it expands each week.
5. Deadline: Hand in a hard copy on or before our last class on Dec. 9, 2015.
What is the X-Factor? What did you do to make this a remarkable report? What is the main point we will remember upon conclusion? BE CREATIVE!!
Recommended nomenclature/concepts:
The 7-step IMC planner, the 4P's of marketing (and beyond); Kotler's 4C's of marketing; inbound and outbound marketing; controllable and uncontrollable elements (such as laws, customs, culture, language barrier); triangulation; research (primary and secondary, qualitative and quantitative); distribution channels; STP; leading economic indicators; sizzle; touch point; CLV; product life cycle; POP; POD; IP; brand equity drivers; perception; medium; vehicle; positioning statement; POOR; SWOT; calculated risk.