Integrated Marketing Communication Proposal
This exercise is the next part of the Marketing Plan, which you will complete as the final assessment for this course.
For this milestone you will propose strategies for communicating the value of your product offering.
As you go through the remaining competencies, you will complete other parts of the marketing plan for this new product offering.
For the final assessment you will assemble these parts into a single marketing plan.
What do I want you to do?
The New Product Development Committee liked your proposed new product offering.
It is one of a handful of concepts that they would like to see developed further.
So, they have invited you to propose ideas for communicating its value.
The committee is interested in your ideas for using advertising and paid digital media options in conjunction with owned digital media options to create buzz/excitement about your new product offering in the earned media sphere.
Once again, this is a great opportunity to get your ideas in front of upper management. However, you will need a solid proposal about what marketing communication forms to use to reach the target segment and how they can be integrated strategically to maximize their impact and influence.
Why do I want you to do it?
This exercise is the next part of the Marketing Plan, which you will complete as the final assessment for this course.
For this milestone you will propose strategies for communicating the value of your product offering.
As you go through the remaining competencies, you will complete other parts of the marketing plan for this new product offering.
For the final assessment you will assemble these parts into a single marketing plan.
How do I want you to do it?
Step 1) Consider your target segment’s media habits
This competency will have you proposing communication strategies, which are key for the marketing plan’s success.
You will propose a specific strategy for using (1) an advertising form, (2) a paid digital media option, (3) an owned digital media option, and (4) an integration strategy to generate excitement in the earned media sphere.
Each of these strategies should also be linked in some manner to at least one other strategy. In this way, the communication mix strategies are synergistic, building on one other.
Finally, remember, you are creating marketing communication strategies that use exposure opportunities and various media in conjunction to build interest and excitement in your product offering.
But, before you can propose effective marketing communication strategies, you first must become familiar with the media habits of your target segment.
To do this, you will need to re-review the profile sheet for the segment you are targeting.
Be sure to re-review the entire profile sheet to refamiliarize yourself with the lifestyle habits of your target segment.
Additionally, give the Market Profile section an especially close read as it offers details about some of the segment’s media preferences.
Review the Home Improvement segment profile sheet.
Review the Golden Years segment profile sheet.
Review the Metro Renters segment profile sheet.
As you review this segment profile sheet, take notes considering:
What types of advertising form do members of your target segment prefer (e.g., television, radio, magazines, newspapers, and/or outdoor)?
Also, which advertising form might make sense to use given the segment’s lifestyle habits?
What types of paid digital media do members of your target segment prefer (e.g., search advertising, digital display advertising, digital video advertising, and/or mobile in-app advertising)?
Also, which paid digital media might make sense to use given the segment’s lifestyle habits?
What types of owned digital media might make sense to use given your segment’s lifestyle habits (e.g., brand webpage, brand mobile application, brand social media pages, brand content marketing or influencer marketing)?
How might you be able to integrate the use of a preferred advertising form(s), a preferred paid digital media option(s) and a preferred owned digital media option(s) to create excitement about your new product offering in the earned media sphere (e.g., creating buzz between members of the segment, fostering shares/likes/conversations on social media and/or driving positive product reviews)?
Step 2) Write and submit a 2-page, single-spaced memorandum proposing your integrated marketing communication strategies.
Layout: This is a professional memorandum that you would submit in a marketing setting. If you are unfamiliar with the structure of a professional memo or would like more guidance on it, then please visit the Online Writing Lab.
Format:
Length: The length of the memo should be 1 page.
Font: Use 12pt. Times New Roman font.
Spacing: Content should be single-spaced with 1 in. margins all around. No bold or italicized type should dominate the page.
Writing: In marketing, clear communication matters.
Write in business-communication style. Do not use first-person (unless the assignment specifically asks for your perspective) and avoid passive voice when possible.
Be sure to watch out for grammar and spelling errors.
Spell check your paper before turning it in.
Read your submission before turning it in.
Take care to edit your writing.
Citations & References: Be sure to cite and reference the ESRI segment profile sheet, since it should act as the basis for your recommended media mix.
Cite and reference any other relevant sources you use.
APA citation is required for any statements of fact.
A references list must be included as a necessary attachment.
Outline: Remember to format this as a Professional Memorandum.
Address this memo to the “Chair, New Product Development Committee – give that person a fictional name, any name you wish.
Include the following required sections:
Introduction [one paragraph]
Describe the memo’s purpose. Assume this memo may be read by people who are not familiar with you and your work.
Proposed Communication Strategies
Advertising:
Which advertising form (or forms) do you recommend and how should it be used to reach the target segment?
What rationale supports your recommendation?
Paid Digital Media
Which paid digital media option (or options) do you recommend and how should it be used to reach the target segment?
What rationale supports your recommendation?
Owned Digital Media
Which owned digital media option (or options) do you recommend and how should it be used to reach the target segment?
What rationale supports your recommendation?
Earned Digital Media
How will your advertising, paid digital media and owned media work to generate excitement/buzz about your product offerings with member of the target segments in the earned digital media sphere?
What rationale supports this proposed approach?
Conclusion [one paragraph]
Thanking the chair of the NPDC for the opportunity and requesting feedback is a good way to conclude.
Questions: Questions about this competency are welcomed.
Be sure to reach out with any questions! No question is too small.
Your course facilitator is here to help you. Take advantage of their guidance and expertise.
What to include in your submission
Your assignment submission should include:
A 1-2-pages, single-spaced memorandum proposing your integrated marketing communication strategies
Including the required sections as outlined above
