Project need help v 12/30/21 1 MGT 247 Advertising and Promotion Management Winter 2021-22 Dr. Campbell Final Project Description The final p

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MGT 247
Advertising and Promotion Management

Winter 2021-22
Dr. Campbell

Final Project Description

The final project is a group project that you will complete with a four-person team.

Overall, your goal is to develop a well-conceptualized, research-based IMC plan for a brand of
your own choosing. Specifically, your team will work to develop an integrated marketing
communications plan for a brand; this can be a product, service, not-for-profit, charity or an idea
that interests you and your team members.

Your team will identify appropriate goals and communication objectives for the
organization. Your team will need to understand the competitive framework; evaluate current
communications and conduct secondary research to identify your target and your target’s
communication needs (that is, what you recommend that the organization say to whom). On the
basis of your background analysis you will develop communications objectives and a plan to
achieve them. Your integrated plan should be sure to include a variety (minimum of three) of
recommended marcom tools (e.g., static advertising; sales promotion; social media) with support
for why you recommend those specific tools). Your plan write-up should be 16 double-spaced
pages or less with 12-point font – not including figures and appendices. Please provide an
Executive Summary upfront – this can be more than one page, but should be a short, concise
summary of the major reasoning and recommendations (often all that the executives will read –
at least to begin with). The written plan is due by 11:00 am Tuesday, March 15.

We will also have presentations in class Tuesday March 15 11:30 am – 2:30 pm in
OLMH 1208 so other students can see what your plans are and learn from your group. Each
presentation will be 8 minutes long, plus another 3 minutes for Q&A. Feel free to be creative,
such as a demonstration or skit, etc. Presentations will be graded based on whether you
communicate your ideas clearly, concisely and persuasively and whether you get the audience
engaged and interested.

This is a lot of work, but it is good work because it will be so useful in terms of
consolidating your knowledge of all the different pieces that are essential to good marketing
communications strategy.

There are several tasks you will need to accomplish on the road to developing a plan.

Key Tasks:

1. Your first task is to put together a team (Due Monday 1/17/22 by 8 pm).
2. Second, pick an organization/brand on which you wish to work. You may develop a

plan for a product, service, specific brand, brand line, company brand, retailer,
organization, or idea/message. See Appendix A for more information on clients. (Due
8 pm Saturday 1/22/22)

3. Analyze the organization’s current marketing situation. Conduct secondary research
on the industry, competitors, the organization, and customers in order to gain a good

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understanding and definition of the issues and opportunities facing your client. (The
library has lots of great resources and helpful reference librarians).

4. Identify how your organization is currently communicating and presenting the brand.
Identify any distinct brand assets; these can include logos, brand colors, slogans,
mascots, fonts, audiomarks, etc. Analyze some of the organization’s current marcom
to understand and identify what they are currently trying to associate with the brand.

5. Decide on the segment(s) you intend to target with communications. Provide a
research-based (either secondary or primary) rationale for the specific target
audience(s) for your IMC program, how you define the target(s), and why you believe
this is best for the organization at this time.

6. Develop a recommended positioning statement. Use either secondary or primary
research to identify your client’s overall communication needs.

7. Develop specific communication objectives to guide development of your IMC plan.
8. Using your insights about the market and target(s), create a comprehensive IMC plan

for your organization. Evidence-based rationale is critical for a successful plan.
a. Describe and justify all components of your campaign. Be sure to explain how

each will achieve the specified communication objectives to meet the
recommended positioning.

b. The plan should incorporate all media deemed relevant and efficient in
reaching the target(s). You should provide careful rationale for why each type
of media is, or is not, included in the plan. Discuss how the different pieces fit
together (how this is an integrated plan).

c. Develop communication/creative briefs for at least two of the types of media
and provide a sample of at least one of the types of media included in the plan.

d. Be creative and thorough!
9. Detail a media plan and schedule. This should include the basic timing for each type

of media and discussion of the weight of the proposed plan over different time
periods. Provide rationale. This should also include examples for each type of media,
but does not need to specify every individual vehicle. (For example, a
recommendation could specify print media, provide guidelines for the type of media
and then provide one example of a vehicle that meets the specifications). Be sure to
provide estimates of the reach and frequency of your plan.

10. Recommended budget. This should include the overall amount recommended for the
plan, and how you arrive at this amount. The budget should also provide percentage
allocations of the total budget for each type of recommended media. Do enough
research to complete and justify the recommended allocations (e.g., you will need to
know average costs for each type of media), but you do not need to specify every
specific vehicle and its costs. Justify the recommended budget and breakdowns, being
sure to draw upon consumer insights and the expected reach of the overall plan.

11. Provide insight into how you will assess the effects of your plan (how will you
measure whether you are achieving your objectives?)

12. Develop a strong executive summary that powerfully presents the major points of
your plan. Be sure that an executive who only reads that gets a good sense of the what
and why. (The executive summary is developed at the end but will be positioned at
the beginning of your plan.)

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Note that this project will require a considerable amount of outside work. All groups are
expected to gather information about the industry, company, competitors, and customers in order
to complete a situation analysis and identify relevant communication objectives. As part of this,
you will need to analyze some of the organization’s and primary competitors’ current
communications.

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Appendix A – Choosing an Organization for the Final Project

As noted, there are many different types of “organizations” that you may select for the final IMC
project. You may choose an organization that is a for-profit or not-for-profit. Your final project
can address a product class (e.g., Colorado Lamb or Beer), a specific product (e.g., Trible M Bar
Ranch or Blue Moon), a service (e.g., H&R Block or Blue Apron), a specific branded good (e.g.,
Noosa Yogurt), a brand line that covers many products (e.g., Quaker), a company brand (e.g.,
Chevron), a retailer (e.g., Target), an organization (e.g., Doctors without Borders), or a message
(e.g., “Get your kids to get more exercise”). The brand can be national or international with a
large marcom budget, or something with a smaller budget, such as a start-up or small, local
company. You have a lot of latitude in your choice. If you have a specific interest (e.g., working
for a B2B company or working in a particular industry), this is a good opportunity to pick a
project that enables you to learn more about your interest; do be sure that this matches interests
of all team members.
One thing to note is that information accessibility will be important to managing the time put into
this project. Thus, be sure to choose an organization, product or service with this in mind. If you
are choosing a project with which you have no connection, select a company that is publicly
traded rather than privately held; it is much more difficult to get information about privately-held
companies and their products. You are welcome to pick an “in-person” organization (an
organization you work with directly) and work on a project for them. If you do this, you will
probably get a project with a smaller scope and budget (e.g., you will probably work on a local,
not a national, communications plan). However, you also are likely to get a challenging, creative,
hands-on experience. The same is true of choosing a non-for-profit about which you feel
passionate. These sorts of projects can be great learning experiences. Think about what type of
marketing communications challenge you would most like to learn about and pick your client
accordingly.

A typed description and basic analysis of your final client and how you plan to get
information is due no later than 8 pm Saturday 1/22/22. Be sure to include the first and last
names of all team members on this.

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