Integrated Marketing Communications Plan
The university task is below. I had to choose my own business or product. My product is a documantary feature film which I hae a trailer for and a poster which I will upload to this email.
This is the trailer
The task is below:
The campaign duration is for 12 – 16 weeks. Content can be distributed via online: streaming, digital download, and/or physical format (CD, DVD, Vinyl, live activation) or a combination of all distribution platforms. Present your plan validating and justifying expenditure based upon potential revenues from all income streams, including digital and physical content, revenue from live performances, merchandising, licensing or sponsorship/endorsement that will be applicable to your campaign and create tangible ROI. You are required to document (via spreadsheets) how expenditure has been allocated across the various elements of your campaign including cost base for live / touring, merchandising and your promotional mix campaign. You will also be judged on your ability to develop creative and innovative ideas/initiatives for Promotion and Publicity to increase revenue for your client.
Assessment criteria
The student will show that they can
a) Conduct and prepare an IMC situation analysis
b) Define their communication objectives
c) Create a strategic communication plan
d) Develop a promotional mix
e) Complete a detailed budget
Submission Format:
The following points should form the structure of your written submission. For more details see Set Text: Belch & Belch – Chapter 1, pg. 24-32 and Required Reading Beard & OHara – Chapter 6, pg. 79-88.
Submission Format (as per IMC Template)
*Executive Summary
*IMC Situation Analysis
Product/Service description/analysis
Segment/Audience analysis
Competitor Analysis / recent campaigns
SWOT
PEST
*Campaign Theme and Strategy
*Communication Objectives
*Promotional Mix Campaign
*Timeline and Implementation
*Promotional Mix Budget
UNIT OVERVIEW
ENT 305 Integrated Promotions and Publicity
*Revenue Streams
*Control Mechanisms
*Metrics
*Appendices (Supporting documentation)
*References and Bibliography
.
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