Monday, December 1, 2014

IMC plan assignment, some real world practice

     Over the course of the semester, we learned a lot about how to come up with strategies, tactics, how measure success of these, slogans, communicating with the media, finding the right target audience, getting across the right message and much more. Each of these skills had a small assignment tied into them so that we could better understand the concept of each step, and what was involved. This time, we had to put it all together to create one big plan that would simulate a real world Integrated Marketing Communications plan (or IMC plan for short).

     An IMC plan is a series of notes and ideas worked into a long term plan to communicate a client's message to the public. This includes starting off with needing to know why a message needs to be communicated, a SWOT analysis (strengths, weaknesses, opportunities, threats), and you write what your key messages are and how they will be communicated to the public, especially to your key demographic. Keep in mind that public relations is not advertising, so things like commercials and written ads do NOT count as a way to get across messages, and PR is limited to things such as talking to the media and updating websites.

     For this assignment, you could choose either a real or fictional product to do your IMC plan for, and I chose a fake one that I had used for an earlier assignment where you had to make one up. Although this idea was one taken as a joke, and the product name and many other things about it were a parody, I was able to come up with some ideas, and valid points on how a new company would try to get some early attention. The project culminated with doing a Powerpoint presentation in front of the rest of the class.

     Overall I found the experience to be fun despite the work, and was able to gain some experience similar to starting a real PR campaign.

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