Integrated Marketing Communications (IMC) Campaign Pitch
Timeline
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September 5, 2023Experience start
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September 11, 2023Client Briefing Session
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September 25, 2023Insight Exploration Session
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October 16, 2023Creative Strategy Discussion
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December 4, 2023Agency Pitch Presentations
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December 15, 2023Experience end
Timeline
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September 5, 2023Experience start
-
September 11, 2023Client Briefing Session
This is a live virtual session with the client where student agency teams are briefed by the client on the project. This is an opportunity for knowledge sharing and asking clarifying questions so that students can get a firm understanding of the company, the industry, and the desired outcome.
-
September 25, 2023Insight Exploration Session
After the agency teams have gathered data and insights and have a firm understanding of the macro and micro environmental factors that need to be considered for this campaign, this is a live (virtual) meeting where agencies can share their initial thinking and learning with the client to ensure they are on the right track.
-
October 16, 2023Creative Strategy Discussion
In this live (virtual) meeting, the student agency teams will share their creative strategy idea(s) with the client, including: target audience for the campaign, creative theme, key messaging and campaign tone/personality.
-
December 4, 2023Agency Pitch Presentations
This is the final agency pitch presentation where students will present their final campaign idea to the client, including the creative strategy, as well as executional elements such as channel selection, high level budget and timing recommendations.
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December 15, 2023Experience end
Experience scope
Categories
Advertising Digital marketing Public relations Social media marketing Marketing strategySkills
effective communication direct marketing communication target audience public relations engagement marketing sales promotion brand positioning integrated marketing communications secondary marketBased 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.
Learners
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 timeline
-
September 5, 2023Experience start
-
September 11, 2023Client Briefing Session
-
September 25, 2023Insight Exploration Session
-
October 16, 2023Creative Strategy Discussion
-
December 4, 2023Agency Pitch Presentations
-
December 15, 2023Experience end
Timeline
-
September 5, 2023Experience start
-
September 11, 2023Client Briefing Session
This is a live virtual session with the client where student agency teams are briefed by the client on the project. This is an opportunity for knowledge sharing and asking clarifying questions so that students can get a firm understanding of the company, the industry, and the desired outcome.
-
September 25, 2023Insight Exploration Session
After the agency teams have gathered data and insights and have a firm understanding of the macro and micro environmental factors that need to be considered for this campaign, this is a live (virtual) meeting where agencies can share their initial thinking and learning with the client to ensure they are on the right track.
-
October 16, 2023Creative Strategy Discussion
In this live (virtual) meeting, the student agency teams will share their creative strategy idea(s) with the client, including: target audience for the campaign, creative theme, key messaging and campaign tone/personality.
-
December 4, 2023Agency Pitch Presentations
This is the final agency pitch presentation where students will present their final campaign idea to the client, including the creative strategy, as well as executional elements such as channel selection, high level budget and timing recommendations.
-
December 15, 2023Experience end
Project Examples
Requirements
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.
Additional company criteria
Companies must answer the following questions to submit a match request 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?
Timeline
-
September 5, 2023Experience start
-
September 11, 2023Client Briefing Session
-
September 25, 2023Insight Exploration Session
-
October 16, 2023Creative Strategy Discussion
-
December 4, 2023Agency Pitch Presentations
-
December 15, 2023Experience end
Timeline
-
September 5, 2023Experience start
-
September 11, 2023Client Briefing Session
This is a live virtual session with the client where student agency teams are briefed by the client on the project. This is an opportunity for knowledge sharing and asking clarifying questions so that students can get a firm understanding of the company, the industry, and the desired outcome.
-
September 25, 2023Insight Exploration Session
After the agency teams have gathered data and insights and have a firm understanding of the macro and micro environmental factors that need to be considered for this campaign, this is a live (virtual) meeting where agencies can share their initial thinking and learning with the client to ensure they are on the right track.
-
October 16, 2023Creative Strategy Discussion
In this live (virtual) meeting, the student agency teams will share their creative strategy idea(s) with the client, including: target audience for the campaign, creative theme, key messaging and campaign tone/personality.
-
December 4, 2023Agency Pitch Presentations
This is the final agency pitch presentation where students will present their final campaign idea to the client, including the creative strategy, as well as executional elements such as channel selection, high level budget and timing recommendations.
-
December 15, 2023Experience end