Integrated Marketing Communications (IMC) Campaign Pitch

Closed Closing on June 9, 2023
Sheridan College
Mississauga, Ontario, Canada
  • Undergraduate; 4th year
  • 30 learners; teams of 4
  • 50 hours per learner
  • Academic credit
Preferred companies
  • Canada
  • Any company type
  • Any industries
  • 2/1 project matches
Marketing Advertising Digital marketing Public relations Marketing strategy Social media marketing
Project timeline
  • September 5, 2023
    Experience start
  • September 11, 2023
    Client Briefing Session
  • September 25, 2023
    Insight Exploration Session
  • October 16, 2023
    Creative Strategy Discussion
  • December 4, 2023
    Agency Pitch Presentations
  • December 15, 2023
    Experience end
What can our learners do for your company?

Based on your organizational goals, student teams (3-4 students per team, or "agency") will develop a strategically focused integrated marketing communications campaign for your brand, utilizing effective communication strategies, informed by secondary market research. The company ("client") will work with student teams and the instructor throughout a 14-week semester from September 2023 until December 2023. Teams will present their communication campaign ideas to the company at the end of the project in an agency pitch format.

What would your company get at the end of this experience?

The client will be presented with several distinct IMC campaign ideas to consider, one from each agency. Specifically, each IMC campaign pitch will include the following:

  • An analysis of the current communications situation, uncovering/confirming insights upon which to drive the campaign.
  • A recommended target audience for the campaign, based on the brand’s positioning, market segmentation and competitive analyses.
  • Clearly defined communication and behavioural objectives to serve as benchmarks for the promotional initiatives.
  • An effective creative strategy for the campaign, including the creative objective, the big idea, key consumer benefits and brand personality, in addition to proposing a message appeal and creative execution style.
  • A minimum of 5 advertising and promotional tactics that will be integrated around one big idea. Strategies recommended might include: Digital/Social Media Marketing, Experiential Marketing, Sales Promotion, Advertising (TV, Radio, Print, Out-of-Home media), Direct Marketing, and Public Relations.
  • Identify metrics and measurement techniques to establish if the campaign's communication and creative objectives have been achieved.
  • A high level media plan and budget for the campaign.

Project Examples

Project examples include, but are not limited to:

  • Creating an integrated marketing campaign for a new product or service.
  • Creating a rebranding campaign for an existing product.
  • Creating a social media or new media campaign to complement existing marketing communications.

Required questions to apply

Companies must answer the following custom questions in order to apply to this experience:

How comfortable are you with sharing brand, consumer, and industry information with our students that will help them build an understanding of your brand's current situation?

What is the approximate size of your marketing communications budget?

Do you currently have any preferred methods of advertising and promotion (ie. digital, PR, Out-of-Home, Sales Promotion, Print, TV)

Are you looking for a B2C campaign, or B2B?