Week 6
Assignment:
Communicate the Value
Communicate the Value: Integrated Marketing
Communications Brief
Please
select a brand that has a brand problem. For example, recent player legal
troubles have been a problem for the NFL brand. Another example is the Bonefish
Grill, the country’s second largest seafood chain after Red Lobster. Although
their check average is more than $3.00 less than Red Lobster, many consumers
see that brand as “expensive”.
You job is
to develop an IMC brief. This deliverable will be used to instruct an external
company that will be hired to develop an integrated marketing communications (IMC)
campaign for your company. Your deliverablewill be presented in four to five
page paper and will follow APA6 formatting guidelines including a cover page
and reference page (Those two pages are included in the page count. Therefore,
only two to three pages of actual content is needed).
IMC
Brief
The
brief should be a concise word document that answers each of these questions.Make
sure to answer each question as the information is critical to help guide the
creative team that will formulate the IMC campaign.
Why are we developing a new IMC
campaign?
·
What is the problem?
·
What is our objective (quantified)?
Who is the target customer?
·
Who are we trying to reach?What are the characteristics of
the target market?
What is the message?
How does our target
currently perceive us?
How would we like
the target to perceive us?
·
What is the most persuasive idea we want to convey?
·
What creative guidelines do we have to consider (e.g.,logo,
font, corporate colors)?
When will the
message be delivered?
·
What timeframe are we looking at for development and
delivery?
Where will the
message be delivered?
Which media will
provide the most effective communications mix?
How much will it
cost?
Grading Rubric
|
Week 6 Grading Rubric |
Points |
% |
Description |
|
Grammar and spelling |
10 |
10 |
Document is well-written with proper grammar and |
|
Documentation |
10 |
10 |
Follows |
|
Organization |
10 |
10 |
Document |
|
Content |
70 |
70 |
Relevant |
|
Total |
100 |
100 |
A |
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