You will be compiling what you have learned through this course by creating a new product or service for an existing business or a developing business. This can be real or imaginative. Then develop a corresponding integrated marketing communication (IMC) plan.
Your IMC plan should be comprehensive, including:
Your idea/product/service/company
A strategic plan summary (3 pages maximum)
A timeline for the plan (6-12 months campaign/execution)
A proposed local media buy with rationale
A proposed regional/national media buy with rationale
A promotional component – with details of each and rationale (this can include special events/news releases/pitched stories)
A print ad – rough mock-up is acceptable – grading is on the concept
A 30-second radio spot or television spot that you create. If you choose a radio ad you must record the audio and include in your presentation. If you choose a television ad you must create a video to include in the presentation. You should also submit the script for the ad. Grading is based on the concept.
A general budget for each area completed in an Excel document (you may import your table into your word document).
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