Integrated Marketing Communications (IMC) Campaign Pitch
General
- Undergraduate; 4th year
- 40 learners; teams of 4
- 80 hours per learner
- Dates set by experience
- Learners self-assign
Preferred companies
- 4/3 project matches
- Mississauga, Ontario, Canada
- Academic experience
- Any
- Retail, Entertainment, Hospitality, Manufacturing, Insurance, Business services, Apparel & fashion, Telecommunications, Environment, Real estate, Consumer goods & services, Hospital, health, wellness & medical, Marketing & advertising, Individual & family services, Business & management, Cosmetics & beauty, Defense & security, Liquor, wine & spirits, Media & production, Public relations & communications
Categories
Project timeline
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September 5, 2022Experience start
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September 17, 2022Meeting #1: Client Brief
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October 1, 2022Meeting #2: Insight Discovery
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October 29, 2022Meeting #3: Creative Strategy Discussion
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December 17, 2022Meeting #4: Agency Pitch Presentations
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December 24, 2022Experience end
Timeline
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September 5, 2022Experience start
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September 17, 2022Meeting #1: Client Brief
Client to meet with the class to provide a briefing on the brand, project and share the goals for the initiative.
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October 1, 2022Meeting #2: Insight Discovery
Client to meet briefly (15-30 mins) with each agency team. Teams will come prepared with questions to ask the client, and insights to share based on their analysis of the current situation.
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October 29, 2022Meeting #3: Creative Strategy Discussion
Client will meet with each agency team. Teams will share their ideas and thoughts regarding the creative strategy in order to get the client's initial thoughts and reactions. This feedback will help guide the continued development of the IMC campaign.
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December 17, 2022Meeting #4: Agency Pitch Presentations
Each agency team will present their campaign idea to the client in a 20-25 minute presentation, followed by questions and discussion.
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December 24, 2022Experience end
Overview
- Details
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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 2022 until December 2022. Teams will present their communication campaign ideas to the company at the end of the project in an agency pitch format.
- Learner skills
- Event marketing, Promotion, Sales & marketing, Creative strategy, Marketing strategy
- Deliverables
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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:
A representative of the company will be available for a pre-selection discussion with the administrator of the course to review the project scope.
A representative of the company will be available to answer questions from students in a timely manner for the duration of the project.
What is the approximate size of your marketing communications budget?
Would you be looking for a Business to Consumer (B2C) or Business to Business (B2B) campaign?
Do you currently have any preferred methods of advertising and promotion (ie. TV, radio, digital, Public Relations, Out-of-Home, Print, Sales Promotion)?
In the past 3 years, have you done any advertising and promotion for your brand/company?
How comfortable are you with sharing brand, consumer, and industry-related information with our students that will help them build an understanding of the current brand situation?