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 2024 until December 2024. Teams will present their communication campaign ideas to the company at the end of the project in an agency pitch format.

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.