Course Project Integrated Marketing Communications (IMC) Plan.docx

Course Project:
Integrated Marketing Communications (IMC) Plan
Let’s Begin…
When one looks at Integrated Marketing Communications
(IMC), one should see more than “advertising.” An IMC
approach is where the marketer truly recognizes the importance
of creating that “one, clear, consistent” message that most
effectively delivers the vital message that communicates to the
target market.
The marketer wants to MEASURE how effectively that
MESSAGE is recalled and remembered by the target audience.
Remember this sentence – it is key to your IMC Plan that you
will develop and submit in Week SEVEN.
When one looks at the PROMOTION “P” (also called the
COMMUNICATION “C”), there are several components from
which the marketer selects to communicate their message.
Along with advertising, the marketer also blends – as
appropriate – the elements of public relations, sales promotion,
direct marketing, and personal selling. Each of these
promotional tools helps to communicate and reinforce that IMC
message.
Thus, you need an IMC message. It should be short and
punchy… and create ‘rememberability’ in the mind of target
market. Some even call it “positioning,” a situation in which
the BRAND means ‘something’ in the consumer’s mind. Many
of the slogans that you see advertised are, in fact, the IMC
message of that company.
Below, the instructor ‘walks you through’ key content
information that will help you craft that effective IMC message
and an IMC Plan that supports a marketing BRAND initiative.
It is important to realize that you are NOT creating a Marketing
Plan – rather, you are focused on what would be a sub-set of
that Marketing Plan, i.e., the Integrated Marketing
Communications (IMC) Plan.

OBJECTIVES of your IMC Plan Course Project
The first task is to determine a product or service for which
your IMC Plan will be created. At the end of Week ONE, you
will have submitted via the Dropbox your first assignment,
using the template found in DOC SHARING. Here you will let
your instructor know what you have chosen. Your instructor
will reply back within 48 hours – if not sooner – to let each
class member know of his support for your topic or, in a few
cases, a suggestion to revisit your topic and to choose an
alternative.
Once that support has been provided by your instructor, you are
ready to begin the serious work of developing your Integrated
Marketing Communications (IMC) Plan.
Key Things to Consider…
It is important to your instructor that you not look at your IMC
Plan course project as ‘busy work’. For this reason, select a
product or a service about which you have passion and interest.
Because you will be living and sleeping with this IMC Plan for
the next several weeks, your instructor wants this to be a
positive learning experience for you.
The first step is to select a product or service. It could be a
product or service that you would like to bring to market. Yes,
become an entrepreneur! It might be an IMC Plan for a local
retail store in your town that needs a marketing boost. You may
be aware of a retail store that you personally like, but it is your
feeling that no one really knows the brand or the value that this
local retailer offers – how might your IMC Plan help this retail
store?
I do not encourage your taking an existing brand, e.g., Apple
iPod, and doing an IMC Plan for this product. Apple already
has such an IMC Plan and the time required to create one – were
you to attempt this – would take you well beyond this course,
time-wise.
The instructor recommends that you do NOT take on a
nationally-focused IMC Plan. Instead, focus on a specific
metropolitan area of your choosing, e.g., Atlanta. The thinking

is this – your IMC Plan for Atlanta would be transportable to
other metropolitan areas (with some tweaks, of course). You
select the metropolitan area, e.g., Atlanta, Chicago, Dallas, etc.
This IMC Plan is YOUR plan -- demonstrate that of which you
are made. Run with something “from scratch”.
Use the brand analysis document to gain an understanding of
your selected brand. Work on gathering data, and map out your
ideas for the Week 4 deliverable, the Course Project outline.
The outline should help you determine what you know and
where gaps still exist. This document will guide you through to
successful completion.
The Week ONE LECTURE is your friend here. Read it
carefully and ensure you are comprehending what is shared (and
not just ‘reading it’ because you have to do so).
Your Deliverables
Your IMC Plan Course Project topic selection is due at the end
of Week ONE.
Your Course Project Draft for your IMC Plan is due at the end
of Week FOUR.
Your final report, i.e., the FINAL Draft of your IMC Plan, is
due at the end of Week SEVEN. It should be about 10–15
pages. Please use the APA format for your paper and
references. Keep in mind that you should use a professional
writing style. This should be based on business English, and
involve the correct use of marketing terminology. Use tables to
summarize your information.
Your IMC PowerPoint Presentation, including notes underneath
each PPT slide, is due on Saturday (not Sunday) of Week
EIGHT. This will be 10-15 PowerPoint Slides. You will not
actually GIVE a presentation to your instructor that is based on
your IMC Plan; rather, you will prepare the presentation as if
you were going to actually present your IMC Plan. Pretend that
you were preparing a PowerPoint presentation for a colleague to
give in your place – including slides and narrative NOTES on

which they might draw content to “talk to” your PPT slides.
The NOTES are a key part of your evaluation – do not skimp
here.
A professional PowerPoint presentation in marketing should be
based on good quality content; your slides should be clear and
compelling. It is important to engage your audience and convey
all of the important points that you have developed in your
written report. Please include the artwork that you have
developed; this is what your audience will want to see.
A separate document that is available to you in DOC SHARING
shares great ideas for making a professionally-appearing
PowerPoint set of slides. Your evaluation, in part, will reflect
how effectively you have embraced this learning tool via your
PPT slides
A report is more likely to be implemented effectively if it is
brief, but sufficiently detailed, clear, and relevant. Remember to
experiment with the demand metric tools that are included in
the Week 6 Lecture; these may give you some ideas for
organizing your campaign.
For each of your communications strategy plans, you should
identify a specific objective, a media strategy, a media plan, and
a budget. Research will involve contacting media to learn the
actual cost to utilize the media that you have selected, e.g.,
Parents Magazine, WMMR-FM radio, etc. You may find a
media kit is sometimes available to you on the web. Do not
wait until the last minute to research this. You will get burned
if you do. Start your research on your media budget at least
three weeks before your IMC Plan is due.
You are asked to provide the five typical elements that form the
communications strategy mix. Marketers must think about how
they need to match competitors or provide novelty, you may
want to substitute a campaign for something different—check
this out with your professor.
Executive Summary
The Executive Summary is a SUMMARY of your entire IMC
Plan that is presented as an Abstract of the IMC Plan. It lets

the reader know what the gist of specific information that they
will find on the following pages.
For this reason, you can’t write it until you have completed
your IMC Plan. As your IMC Plan is a "work in progress" and
the Executive Summary is a synopsis of all of the sections and a
general overview of key facts that follow, you would not want
to insert your Executive Summary until Week SEVEN… and
place it at the very front of your IMC Plan.
The last time you went to the movies and just before you saw
the main feature, you were likely exposed to “Coming
Attractions”. Movies that would be coming to the theatre
shortly were featured, including the action shots, all designed to
whet your appetite to want to come back and see the movie.
Of course, they had to make the movie first… and then they
took abstracts from the finished product to show you the
“coming attractions” snippet that you saw. That’s what an
Executive Summary is -- it’s a snippet of what the reader will
see when they begin to read the entire IMC Plan.
Your Executive Summary is placed at the very front of your
IMC Plan.
Some things to remember, however, are that the Executive
Summary should include a synopsis of the key sections that
follow. A good rule of thumb: a short paragraph for each of
your key sections. Some consolidation is fine. Your Executive
Summary should clearly communicate what your company does,
where it is located, the product and service on which your IMC
Plan is based, your rationale for selecting the product/service
that you did, the measurable communications goal that your
IMC Plan is intended to accomplish (don’t forget this), and
other key items.

In effect, it is a mini-version of your IMC Plan, and includes
key factoids or information from each of the key sections on
which you are being evaluated.
An Executive Summary does NOT, however, provide
generalities. You do not want to be saying, “The Target Market
section will describe the target market”. The reader already
knows THAT! Instead, provide the gist of what the reader will
find when they arrive at your Target Market section, e.g., “The
Target Market will be men, ages 25-49, with four or more years
of college education, with income in excess of $45K, located in
Des Moines, Iowa.”
Does your Executive Summary tell the reader WHAT your IMC
Plan is designed to measurably accomplish and within what
window of time? IMC Plans that lack measurable goals cannot
be measured for success, which means that the reader of the
IMC Plan won’t know where the plan is intended to take them
or what it is that needs to be accomplished. In effect, the reader
will have absolutely no idea what your IMC Plan is intended to
measurably accomplish. Thus, you want to list your IMC
objectives, both communication objectives and marketing
objectives.
Introduction
This is where you provide your approach to the entire IMC Plan.
Tell the reader how you decided to select the product or service
that you did and the gist of what your IMC Plan will generically
share with the reader (Try not to duplicate the content of your
Executive Summary). This Introduction can be written in one-
half page.
IMC Objectives
These should be measurable objectives on which the success of
your IMC Plan – when executed – would be based.
This would include your communications objective in which
you determine the percentage of your target audience that – via
marketing research once the IMC Plan has been executed and

completed – tells you that your IMC Plan was successful.
The IMC Objectives are NOT marketing objectives, e.g.,
increase sales from $10M to $11.5M. That increase in dollar
sales would be a marketing objective
A communications objective allows the marketer to set a
percentage goal by which at the end of the IMC campaign, a
pre-determined percentage of the target market will be able to
recall, recognize, and/or remember the message. What is the
message? That’s for you to determine. What’s the percentage
goal? You determine this.
Identify the brand and the principle objectives of the campaign
and quantify where possible. You will have two kinds of
objectives: marketing objectives and communications
objectives. Examples of each will be share in the threaded
discussion, but to simplify, this will be helpful.
Marketing objectives are measurable goals in number and by a
date. Provide measurable objectives that your marketing efforts
are designed to accomplish, e.g.,
· Increase product sales from $11.5M to 13.2M by 31 December
2017
· Gain 38% of the market share (vs. current 36% market share)
by 31 August 2016
· Sell 140,000 units of our company’s three key products by 31
December 2017
· Attract 125,000 new customers by 30 June 2016
Communications objectives are measurable goals and focus
specifically on communicating a message and how effectively
this communication occurs. In effect, we have a MESSAGE and
we want to measure the new percentage of the target market that
recalls that message. An example of an IMC communications
objective might be:
· Increase from 26% to 44% the percentage of our target market
of women, ages 25-45, with some college education, who have
children, and who reside in the greater Chicago area, including
seven surrounding counties, who recall that “Tide Liquid gets
out stains best” by 31 August 2016”

Recognize that if you are bringing a new product or new service
to market, your audience awareness is essentially “0%”. Thus,
your communications objective might be to “Increase from 0%
to 30% the percentage of our target market....”
Note that we have described the target market via both
demographics and geography. We have indicated a percentage
of who NOW remembers the IMC message (26%) and that we
WANT to have recall/remember the IMC message (44%) after
the promotional campaign is over. Note, too, that we have a
clearly defined date (31 August 2016) by which the IMC Plan
will be completed and that marketing research can determine if
we attained our 44% goal.
As you identify the brand on which your IMC Plan is based, you
may set other principle objectives of the campaign and quantify
these in terms of what you are hoping will be results of an
effectively executed IMC Plan. You will want to clearly state
which are communications objectives and which goals are
marketing objectives; all should be quantifiable.
Market Analysis
Understanding the marketplace is paramount. If you are going
to promote a product/service via your IMC Plan, you need to
understand the world into which this promotional effort will be
communicate.
In this section, you will want to demonstrate that you
understand the marketplace that currently exists for your
product/service, as well as your specific target market of
consumer (or business, if this is the case). These are two
different terms. Let’s look at each.
Marketplace
In this marketplace section, you “paint the picture” so that the
reader understands the current marketplace that you wish to
enter and the problem that your product/service is designed to

fix or fulfill. You will need to do research to demonstrate your
awareness of this marketplace.
This way, when you eventually describe your product or service
that you bring to the marketplace, the reader of your IMC Plan
says, “Okay, I see what the problem is. What you want to
promote to the marketplace makes perfect sense.” Otherwise,
we have the cart before the horse!
THEN briefly describe what it is that you want to promote to
the market and that solves the problem that is not being
currently addressed (or is being poorly addressed). Look at the
marketplace into which you wish to enter. How would you
describe this marketplace and what is the market potential in
terms of the number of consumers or businesses for your
product or service?
Might you project via your research the revenue potential in this
marketplace? According to your research, what is the growth
potential of the marketplace and the trends that you are seeing?
As a marketer, why is this marketplace attractive to you?
As you look at the marketplace over the past several years:
· What significant changes have been occurring?
· What products have been marketed and which ones are current
leaders?
· Why have those products been successful?
· What problems currently exist in the marketplace and for
which a solution has not yet been found (or the ones currently
available lack something that had they possessed that
‘something’ would have made them ideal?)
Research! Research! Research!
Target Market
If you are going to communicate a message, you need to
understand your target market, and what messages to which the
target market will respond. In addition, your target market
needs to have a problem/concern if they are to seek a solution

(what you are promoting). If the target market does not have a
problem, the target market doesn’t need what you are
promoting… which means that the target market likely will not
be responsive to your IMC message, regardless of how ‘good’ it
is.
Think about what you just read. Do you go out and buy
anything for no reason at all? Of course not. You buy because
you are trying to fulfill a want, need, or desire… yet, these were
caused by a PROBLEM (e.g., you need a new sweater because
your old one has holes where the elbows have worn through) or
the desire to avoid a PROBLEM should it arise (e.g., you want
automobile insurance to protect you should your car get into an
accident). Consumers have PROBLEMS – marketers offer
SOLUTIONS.
How would you describe your target market, using
demographic, geography, psychographics, and usage
segmentation variables? Demographics are popular – how
would you describe your target market by – as appropriate –
sex, marital status, age, income, education, and/or ethnicity
(may or may not be appropriate, unless the market is one for
whom the product is specifically made, e.g., hair shampoo for
African-American women whose hair tends to be more coarse
and that would benefit by different ingredients not normally
found in some shampoos currently on the market).
If your target market is a business, how would you describe it in
terms of industry(ies), NAICS codes, number of employees,
annual gross revenues, location, etc.?
What’s the problem that your target market has? Do some
informal research with your friends, colleagues at work, etc.,
who fall into your target market, as you have described it.
What might your product/service provide your target market
insofar as a solution?
SWOT
What are the Internal Strengths and Weaknesses, and External
Opportunities and Threats?

You will want to offer a situation analysis (i.e., a S.W.O.T.
analysis). A SWOT is written in bullet form (not essay), with
each bullet running one to two lines at the maximum.
Any bullet over two lines is too long! Adhere to this, please!
Describe the current market situation, the opportunity you plan
to address, any micro and macro environmental influences, and
any relevant historical data you see as important. No FICTION.
Don’t make up ‘stuff.’ A SWOT is a realistic assessment of
where things stand at a given moment. Thus, there is no right
or wrong answer – just truthful ones.
Your Kotler/Armstrong text provides some excellent insight.
Please review these pages carefully so that you have the benefit
of our author’s wisdom when you submit your SWOT Analyses
for the product/service on which your IMC Plan is based.
To help you prepare a good SWOT, it is important to break
down each of the SWOT elements and the product and/or
service you wish to bring to market.
S.W.O.T. is an acronym for Strengths-Weaknesses-
Opportunities-Threats. The first two (Strengths and
Weaknesses) are found WITHIN the four walls of your
company. The latter two items (Opportunities and Threats) are
found in the macro environment in which your company
operates… in effect, outside your company walls.
The purpose of a SWOT Analysis is to have YOU take a hard,
realistic, candid look at your company. If YOU are going to
compete, it is time to take an HONEST look at what you are
about to face. Although you may think, “you’ve the greatest
product since sliced bread,” that rarely is the case. Putting
things on paper means that you are facing the reality of “what
is.” This is not an exercise in fiction writing.

Here is a description/example of each SWOT component.
STRENGTHS – This is not a list of two dozen things that you
have going for you. That you have enthusiastic employees or
that they are well-trained is not a STRENGTH. As you look at
what comprises a STRENGTH, it is something that you clearly
bring to the table. Your competition may say, “Drat! I wish we
had that… could say that… could do that!”
STRENGTHS consist of those things found within your
company's “four walls.” It could be your management expertise
within the industry… your financial backing… your
manufacturing capability. Whatever it is, your STRENGTHS
found within your company's four walls are what make you a
formidable competitor. If you're lucky, you have a distinctive
competency, i.e., something that no other company has!
STRENGTHS:
· Strong management experience with over 25 years in the
widget industry, specifically in prototype manufacturing
· Guaranteed $4.2M financial backing from bank
· Strategic alliance with Chan Deng Enterprises (Beijing) to do
manufacturing
· Patented product technology that gives company a competitive
lead in the industry
· Previous success marketing two related products since 2008
WEAKNESSES – This is your “soft underbelly” at which your
competition cackles with glee. It is where you are exposed.
For many in our class, one weakness may be that you have no
BRAND recognition – no one has ever heard of you. It could be
your limited finances or that you have no line of credit with
your bank. Whatever your WEAKNESSES, these are the things
within your company's four walls that you need to address
quickly. You're vulnerable.

If the “Weakness” that is list is something that you would be
unable to control, it falls under the external macroenvironment
and would be a THREAT. Some examples:
WEAKNESSES:
· Product lacks ability to interact with Apple products
· Company has no previous experience marketing this kind of
product
· Dependence on external company in China for manufacturing
· Company has no brand recognition for this product
· Company lacks a financial line of credit
OPPORTUNITIES – This is where you see opportunities to
grow your market, make profit, and establish a foothold. It may
be where you can build upon your internal strengths to
capitalize in your target market. Opportunities could be "other"
target markets that you see as ripe for exploitation; it may be
markets that your competition has overlooked or ignored. Tell
the reader WHERE you see these opportunities.
Your OPPORTUNITIES are those business niches that you see
yourself exploiting. Where can you find business that you might
develop today... or tomorrow? Where can you increase your
revenues were you to pursue such opportunities? What
opportunity exists for your company and on which it can
capitalize? Your bullets should focus on these areas in which
you can grow your business and/or revenues
In effect, where is the money opportunity for you? If your
bullets don’t answer this, you likely do not have a good
OPPORTUNITY listed.
OPPORTUNITIES

· Expand product line to include offering of complementary
services
· Create product line extension into complementary product sets
· Explore international licensing in Europe, specifically Italy
and Germany
· Partner with XYZ Company to reach their online customers.
THREATS – THREATS are those things in your
macroenvironment and about which you have virtually no
control -- what is happening with your competition, technology,
government/legal, environment, etc., that can have an unwanted
effect on your business as you attempt to bring your
product/service to market? You need to be aware of these…
and never assume “that can’t happen to me.” It can… and they
do.
A WEAKNESS (discussed above) is internal to your
organization – it is something about which you CAN do
something, given funding, resources, etc. Don’t confuse!
THREATS
· Recessionary economy means consumers may be unwilling to
spend
· Competitive marketing from ABC and DEF companies may
accelerate
· City zoning ordinance may not allow this kind of business on
property
· New technology may make the product obsolete
Positioning
How do you want your company and its product “positioned” in
the mind of your target market? Were we to approach

individuals within that target market and mention to them your
product or service and ask them, “What do you think of when
you hear the brand name of XYZ?” what would you want them
to say?
That’s the positioning that you want for your product or service
in their mind.
Al Ries and Jack Trout, two advertising executives, coined this
phrase of “positioning” in 1981. This URL will share good
“stuff.” http://www.quickmba.com/marketing/ries-
trout/positioning/.
Product/Service
What needs does the product or service fulfill or what problem
does it solve? What is the product/service offering?
What are the features, advantages and benefits?
You'll want to provide a complete description of the product or
service to be offered, along with an explanation of any
competitive advantages and benefits. This can be a totally new
product or a line extension. Consider the “core” product or
service, as well as any related services or components that are a
part of the total offering.
Don't assume the reader understands exactly what it is you are
bringing to the marketplace. Describe your product in detail so
that the reader can “picture” it: size, colors, and materials.
If it is a service, describe of what your service consists so that
the reader can “picture” the finished outcome or of what this
service consists.
Indicate what need your product or service is intended to fulfill;
in effect, for a product or service to be successful, it should

solve a problem for your target audience. Make it clear to the
reader what problem your product or service solves for the
target market… and that is not being addressed effectively (or is
being addressed poorly) by other companies.
How do you know that you are solving a problem? Although
you are not asked to do actual in-depth marketing research to
understand the thinking of your target market, DO run your
concept by friends and co-workers. Gain their insight. Too
often, many marketers think they know what the market
“needs.” Blinded by their own enthusiasm or distinctive
competency or competencies, they rush pell-mell into the
market, only to find that what THEY felt the target market
wanted… was not really all that important to that market.
A good litmus test: Were you to meet with a representative
group of potential customers to learn about the problem(s) as
they see it and how your product/service adds value, would that
group tell you, “What you have described is really a problem
that needs to be addressed and no one is addressing it (or
addressing it to our satisfaction). We truly need a solution.”?
Or would they say, “Well, your product/service is nice, but
we’re pretty much okay with what is currently on the market” or
“We really don’t have a problem right now”?
Net-net: If your product/service does not solve a problem (or
prevent one) for your target market, that target market’s “need”
for your solution is likely not sufficiently strong to support your
entry into the market. Why would they want a solution to a
problem that they don’t have? This will make promoting the
product/service offering all the more difficult
Don’t assume because YOU think your product/service is the
“greatest thing since sliced bread” that it will be successful.
80%~ of all new products and services introduced each year

FAIL. Many times, it is simply because the wants and needs of
the target market… and the characteristics of the
product/service being introduced… don’t match!
Marketing Channels
A “channel of distribution” includes those people or companies
that are responsible for moving the physical product through the
channels of distribution and/or to connect buyer and seller.
There are two kinds of intermediaries (i.e., channel members).
Merchant intermediaries are those who "take title to the
product" as it moves through the channel from the original
manufacturer to wholesaler to retailer. When you buy
something at the store, your "title" is your cash register receipt.
Functional intermediaries are those who do not take title; these
are brokers and agents who do not "handle" the product, yet
they bring buyer and seller together.
PRODUCT
If your company is manufacturing a PRODUCT, by its very
nature it requires physical movement. If you are a DIRECT
CHANNEL, you sell to your customer directly. A "Farmer's
Market" is one such example. Boeing is another example, as it
sells its Boeing aircraft direct to the airlines. If you sell direct
via the Internet, you are a DIRECT CHANNEL (although you
may also use traditional retailers, too, to sell INDIRECTLY).
Using a wholesaler to bring your product closer to retail outlets
that are in various geographies, you are using many different
intermediaries. Each makes profit in return for the value-added
functions and services they provide.
If you are marketing a PRODUCT and are using channels to
help move your product closer to the ultimate industrial or
consumer customer, you will want to communicate specifics

about your channel structure. Tell me why you have chosen that
structure, and information about how you are going to work
WITH your channel members to help them promote your
product so that they will have success represent your product
when you are not around.
Describe your promotional approach (PUSH and/or PULL
strategy) to support your channel to gain their mindshare and
support.
SERVICE
A SERVICE is a different animal. Because it is not physical,
you can't "move it through" a channel. YOU are the service
provider. Whether you are a restaurant, a consultant, an
orchestra in a major city, an Emergency Room in the city
hospital, or an airline, the customer comes to you or you go to
the customer. For this reason, it is unusual to have an indirect
Channel of Distribution for a company that provides a service.
One possibility would be if you have an agent or broker who is
paid commission to bring you customers who would contract
with you for your services… or a travel agency.
In most cases, those who provide a SERVICE are what we call a
Direct Channel SERVICE Provider.
If you are providing a service, then you are more than likely a
direct channel service provider and a channel of distribution
will likely not be part of your marketing mix. Yet, you would
want to include a description of your physical facility where
your service is offered (if applicable), how you will deliver
your services to your customers, and other related topics that
point to the “tangibility” of how you will provide your service,
how it might be provided, etc.

This is different from the Product/Service Description above.
There, you describe WHAT your service is. Here, you describe
HOW you provide it.
Those companies that provide your company products or
services and that allow you, in turn, to manufacture a product or
service are NOT part of your channel of distribution. Rather,
you are part of THEIR channel and those companies are part of
your Supply Chain.
Communications Strategy Plans
You will want to craft an effective IMC Plan that utilizes
appropriate promotional tools. Believe it not, reliance on
ONLY social media to communicate your message is not a good
thing. There are several promotional tools available to you,
each of which can complement the other and/or reinforce the
IMC message created.
· Traditional Media – this includes old-time favorites such as
radio, television, magazines, newspapers, and outdoor
advertising. We are also seeing creative new forms of
advertising, too.
· Internet – this has been around for about 20 years.
Advertisers have embraced advertising on the internet much
more quickly than the traditional media.
As advertising became more expensive and the Internet grew –
online communications have become a cost effective option
with the added benefit of being measurable (closed-loop
marketing) – this area has become highly specialized:
· Search engine optimization (SEO) strategy: Google AdWords
· Online advertising: Banners, reciprocal links
· Social media: Facebook, Twitter, YouTube, Pinterest,
Instagram…

· Website
· Direct marketing – this includes direct mail (junk mail), email
(Spam), Fax (yes, still used), and other forms of reaching you
directly. This would also include social media when it
addressed you by your name.
Direct marketing evolved from the catalog business, which
involved gathering customer information – this approach is data
base driven and is used to send personalized messages either by
mail, phone, email or text messages, inviting a direct response.
There is an important role for direct marketing in branding as it
facilitates relationship building and customer retention. This is
becoming integrated into a web campaign. Direct marketing
might include:
· Post cards
· Personalized mailings
· Emails concerning special offers
· Newsletters
· Sales promotion – Alongside traditional advertising, there are
many options for communicating with customers and building
positive associations with the brand – sales promotion is
growing in popularity and can be incorporated into a direct
marketing piece such as a postcard or email.
Sales promotion is instant demand stimulation, it creates a
perception of greater value through contests and samples, it
complements the longer term advertising campaign, it motivates
trial use, and encourages larger purchases or stimulates a repeat
purchase. Sales promotion is helpful when launching new
products and new product samples can be attached to existing
brands. Problems arise because frequent sales promotions alter
price perceptions and encourage consumers to become “deal-
prone”. Examples include:

· Consumers: Coupons, price-off, gift with purchase, contests,
samples, mail sampling, newspaper sampling, on-package
sampling, mobile sampling
· Trade/Business: Training, allowances, incentives, trade shows
· Internet: New opportunities for contests and trial subscriptions
· Public relations (PR) – used to promote positively the
company, its products, the company’s performance, its people.
Conversely, public relations is also used to minimize damage
and bad press via ‘spin control’ when bad news occurs, e.g.,
poor quarterly performance, a government fine for violation of
the Foreign Corrupt Practices Act, etc.
PR is a communications function used to promote understanding
between an organization and its various stakeholder groups. PR
is a critical component of brand building and generates
publicity for the brand, helps solidify the public’s opinion of
the brand and defines the brand in a seamless fashion.
Public relations may involve:
· Creating publicity; buzz, viral messages
· Building media relations
· Corporate communication (issues management, community
relations, government relations, industry relations)
· Building employee relations
· Maintaining financial/investor relations
· Crisis management
· Image building
· PR deals with what is difficult to control; but a company can
be prepared
· PR amplifies the effects of other communications strategies
The tools of PR may include:

· Press releases
· Feature stories
· Company newsletters
· Press pack
· Interviews and press conferences
· Sponsored events
IMC Plan Outline of Promotional Tools
Remember, too, that you are attempting to reach and
communicate a MESSAGE to your TARGET MARKET. Thus,
if your Target Market is clearly defined, your IMC promotional
effort can utilize media that clearly reaches your identified
Target Market.
Thus, advertising, public relations, sales promotion, personal
selling, and direct marketing should all be considered. Social
media, too. It is NOT essential to use all six, as all components
may not be applicable. Do not lean too heavily on social
media, however. Despite the popularity of Facebook, tweeting,
etc., not everyone uses these. Don’t rely too heavily on the
Internet. You need to be able to drive your target market TO
your website. How will you do it?
Although this will be covered more during Week SIX, you want
to provide an initial DRAFT of how you plan to ensure a
positive and powerful “IMC message” is communicated via an
appropriate promotional mix. Components of that promotional
mix MAY include:
· Advertising • Sales Promotion
· Public Relations • Personal Selling
· Direct Marketing • Social Media
Don't forget your Internet web site -- what will be its purpose
and your web strategy?

Your Promotion section should demonstrate an executable plan
for what media you will use, when you will use them, the kind
of ad you will utilize, e.g., 30 second ads on radio, 6” by four
column inch ads every other week in the Philadelphia Inquirer
newspaper, etc.
Remember the IMC Plan is an executable plan. Don’t simply
tell me what media you will use; tell me which specific ones
you will use, when you will use them, how you will use them,
and the cost to use them.
Speaking of which…
You will need to create an Integrated Marketing
Communications Budget (see the section below) that reflects on
what you forecast TO SPEND in your first year of business.
Please do some digging and research. Your promotion budget
should be realistic and reflect your in-depth RESEARCH. As
an example, don't project that you will spend $25K on television
advertising during the first year to appear on the "CSI" TV
show every week. One 30-second spot on that show will likely
cost you $400,000. Passing out fliers is NOT a graduate IMC
approach to gain awareness - you're not running a yard sale.
For your advertising, you will need to contact the media and/or
leverage their website to understand the actual cost for which
you will need to budget. Do NOT use general websites that talk
to “the cost of advertising on TV,” as an example.
Magazine ads in large publication can easily run several tens of
thousands of dollars, e.g., Parents magazine, is $189,000 to run
one full-page, 4-color ad in their July 2015 edition.
Remember that to get your message across to your target market
you want to ensure FREQUENCY of exposure. Unless
advertising is repetitive, your message won't get through.

Budget for this.
Your Promotion section of your IMC Plan is well written if you
were to hand it to me and say, "Go execute this and make this
happen!" I should be able to look at it and understand WHERE
we will be promoting, WHAT vehicles we will use, HOW
MUCH we can spend, and WHEN (and how frequently) we will
do this.
Advertising on radio? What station(s)? When? How frequently
(e.g., three times each morning during morning drive time)?
Cost? Demonstrate a graduate-level application of that which
you have learned and apply it to your communications plan for
your product or service. Your promotional plan should look at
your FIRST YEAR of operation.
Newspapers? What will that cost? Magazines? How frequently
will your publish? Four-color ad or Black & White? Direct
Mail? Facebook? Et cetera…
Your Promotion section should include a description that
clearly outlines HOW you plan to use each media and the cost,
as well as your objective in using that media. Contact your
local media and ask to speak with an account executive to learn
how much you would actually pay to advertise on that media.
Do not throw in a dollar amount and hope it is sufficient. I
want to see the results of your research. Be sure to reference
this research in your bibliography (using APA format).
Communication Schedule
This is how your Integrated Marketing Communications
BUDGET section should appear, with a grand total at the
bottom. Please use THIS format to share the results of your
findings.

Remember to factor in any costs for the use of an ad agency or
for web design when you create your Integrated Marketing
Communications Budget (below).
1) Weekly 1/4-page ads in the Sunday Gazette @$4,900 for each
edition.
Ads to run each Sunday for two months, beginning May 3,
2016, followed by publication during alternate weeks through
Week 52. Total Cost $146,800
2) 30-second radio spots on WXYZ-AM, with two ads during
morning drive
time and one during evening drive time; ads to run five days
each week for first month and alternate every other week for
five months beginning May 9, 2016; ads to run once each
morning every other day during months Six through Twelve.
Total Cost: $126,300
3) Participation in COMDEX Virtual trade show, 6’ x 10’ booth.
November 18-20, 2016. Budget: $12,000.
4) Et Cetera…
FINAL COMMENTS
Remember that your IMC Plan should be your original work.
Submissions that are essentially a cobbling together of
information from a host of websites and submitted as “my” IMC
Plan will not receive a passing grade. This is not negotiable.
No more than 10% of your content should be “cut and paste”
content from external sites. You are being evaluated on
demonstrating YOUR ability to create an IMC Plan from
beginning to end… and not on your ability to cobble together a
bunch of ‘stuff’ from various websites.
The instructor recommends that you visit your local public

library and seek the wisdom and assistance of their Reference
Librarian. Such an individual can be very helpful and can
locate information that is NOT available via the Internet.
The above is provided you by your instructor (not Keller) to
complement and to expand upon the Keller documentation
provided you in DOC SHARING.
If at any time you have a question, don’t be a stranger – call
me, email me, SKYPE me, stop by my house, etc. No excuses
are accepted for “not knowing” or “not understanding” when
you have a clear invitation to call me. Best wishes for a
successful IMC Plan creation!
bob
Robert C. Schaumann, Visiting Professor,
Keller School of Management of DeVry University
2
CODE TALKERS OF WWI AND WWI
Annotated Bibliography/References
Allen, P. (n.d.). Choctaw Indian Code Talkers of World War I.
Code Talkers of WWI.
Retrieved from
http://www.choctawnation.com/history/people/code-
talkers/code-talkers-of-wwi
This article about the Choctaw Indians code talkers is located
on the website belonging to the Choctaw Nation of Oklahoma.
The site does not provide any background information regarding
the author, but the article provides a historical overview of the
Choctaw Indians who served in WWI. The author is very proud
of Choctaw contributions and describes how members of the
Indian tribe served the United States in WWI as code talkers
even though they weren’t citizens. The author provides specific
examples of how the language was used against the Germans
and why the language was so important to keep in practice.

Similar to the book entitled, The Choctaw, this article supports
my research theory that code talkers did not receive recognition
due to the pride of the Choctaw Indians. Although there are
other tribes that experienced the same fate, this tribe was the
first group of men that deserved the recognition.
Bowes, J. P. (2010) The Choctaw. New York, NY: Infobase
Publishing. Print.
The Choctaw is part of a series of books written about the
history and culture of Native Americans. The author is an
assistant professor in the Native American history department at
Eastern Kentucky University and has written other books on
similar topics. The book describes the background of how the
Choctaw were the first “code talkers” in World War I and how
they persevered even though the government did not support
their sovereign culture. Bowes traces the roots of the Choctaw
Indian tribe from their beginnings to present times. In addition,
he covers the relationship between the Choctaw people and the
United States during the Colonial Times, American Revolution,
WWI, and WWII. This book is pertinent to my research topic of
code talkers because the Choctaw Indians were the first code
talkers in WWI. Their quantity was not large in WWI, but their
contribution was priceless. Their actions paved the way for
other American Indian Tribes.
Campbell, B. H. (Interviewer) & Brown, J. S., Inhofe, J. M.,
Keahna, M., Loudner, D.,
Mansfield, G. H., Meadows, W. C., . . . Wolf Guts, C.
(Interviewees). (September 22, 2004). Contributions of Native
American Code Talkers in American Military History. [Senate
Hearing 108-693] Retrieved from U. S. Government Printing
Office Web site: http://www.gpo.gov/fdsys/pkg/CHRG-
108shrg96125/html/CHRG-108shrg96125.htm
On the 22nd of September 2004, a Senate hearing was held

before the committee of Indian Affairs regarding the
contributions of Native American code talkers in American
Military history. Ben Nighthorse Campbell, US Senator from
Colorado, presided over the hearing and heard the testimony
from historians, Native American veterans, US Senators, and
university professors. They discussed the background, history,
and contributions of Native Americans regarding code talkers in
the military and gave their testimony supporting the importance
of Indians in WWI and WWII. The hearing documented first
hand accountings and several requested that code talkers be
honored and recognized for their service to the United States.
The attendees support the thesis of the research paper on all
fronts.
Durrett, D. (1998). Unsung Heroes of World War II: The Story
of the Navajo Code
Talkers. New York, NY: Facts on File, Inc. Print.
Durrett is a freelance writer. In this part of the series, she
focuses her attention on the Navajo code talkers of WWII.
Durrett’s text is very clear to understand and provides a factual
accounting of how the code talker program was developed in
WWI. She touches on the contributions of the Choctaw in
WWI, but more thoroughly details the accountings of the
Navajo marines. It encompasses the training of the code
talkers, how the code was used in action, and what occurred
following the war. My research topic states that American
Indian tribes did not receive recognition after the war due to
prejudices, pride, and national security. This backs my thesis
statement completely and describes how the soldiers integrated
themselves back into society. It also provides examples of how
various organizations have tried to provide the recognition they
deserve.
Hurd, G.A. (Producer), & Red-Horse, V (Director). (2002).
True Whispers: The Story

of the Navajo Code Talkers [Motion Picture]. United States:
Valhalla Motion
Pictures.
This motion picture contains Navajo code talker interviews
along with family members speaking on behalf of their
husbands or fathers. It provides a first hand accounting of their
experiences, their feelings then and now, and their pride. The
videography combined with the music triggered emotions of
sympathy for the way their tribe was treated in the late 19th
century leading up to World War I and how they were treated
after the end of World War II. However, the movie also elicited
feelings of pride and astonishment for what they were able to
accomplish. 16 Navajo code talkers provided personal
viewpoints, which will be used to support my thesis.
Jacoby, K., Shellenbberger, L., & Einterz, Z. (2012). Native
Americans: Opposing
Viewpoints Series. Farmington Hills, MI: Greenhaven Press.
Print.
Opposing Viewpoints is a book that poses various questions on
a topic causing authors to debate with factual evidence their
opinions. This collection of debates includes topics like
discrimination and conflicts between the US and tribal
governments. Since there are differing opinions, it allows the
reader to obtain a broader view into the topics. Several authors
support my thesis and will help provide a deeper understanding
of the prejudices.
Jevec, A. (2001). Semper Fidelis, Code Talkers. Prologue
Magazine:The U.S. National
Archives and Records Administration, 33 (4). Retrieved from
http://www.archives.gov/publications/prologue/2001/winter/nav
ajo-code-talkers.html

Adam Levec is a journalist who writes for the Prologue
Magazine. The writers who work for the magazine create
articles based upon information within the National Archives on
various historical documents and events. This article provides a
summary of how the Navajo code talker program was initiated
in WWII, the initial objections to it, and the eventual successes.
It also explains how the Navajo code talkers were eventually
recognized for their contributions to the war 24 years later.
This article is valuable to my research topic because it not only
provides detailed information regarding the code talker
program, but also touches on why it was held in secrecy for so
long following the war.
Nez, C., & Avila, J. S. (2011). Code Talker. New York, NY:
Penguin Group. Print.
Chester Nez was one of the first Navajo code talkers of WWI
and was the last survivor of the original 29. He passed away on
June 4, 2014, but not before he documented his memoirs with
Judith Avila. Judith is a code talker scholar, gives
presentations on this topic throughout New Mexico, and
conducted 80 hours of interviews with Chester and his son.
This is his personal accountings and experiences from the 1920s
through January 2011. It provides a first hand account of how
proud Chester Nez and his fellow tribesmen supported the
United States in times of great need.
Rosier, P. C. (2009) Serving their Country: American Indian
Politics and Patriotism in
the Twentieth Century. Cambridge, MA: Harvard University
Press. Print.
The author is an Associate Professor of History at Villanova
University and was also the series editor for the volume of
books covering the history and culture of Native Americans. He

defends Native Indians and their place in American history. He
paints the picture that American Indians were patriotic to the
US both at home and abroad regardless of how they had been
treated for many years. He provides sound evidence that
American Indian tribes had to endeavor prejudices even more
terrible than other ethic groups.
Wahahrockah-Tasi, P. (Producer). (2013, November 28). Code
of Honor - Comanche
Code Talkers of WWII [Television Broadcast]. Lawton, OK:
Comanche National Museum and Cultural Center
The Comanche people are striving to preserve their history and
culture as well as honor past accomplishments. The Comanche
National Museum and Cultural Center run by director Phyllis
Wahahrockah-Tasi created a television program to honor the
Comanche code talkers of WWII. Although they served in
WWI, their greatest contribution was in WWII during the
invasion of Normandy (D-Day), Battle of the Bulge, and other
campaigns. The program includes interviews, WWII video
footage, and an actual code talker conversation. The Comanche
code talkers that served in the Army were very proud that they
supported the United States and did not expect recognition.
Running head: ultimo organic coffee
1
ultimo organic coffee
8
-
Shanetta Shells

Keller Graduate School of Management
3/27/2016
Introduction
The brand that has been selected for this study is known as
Ultimo organic coffee. It is a brand which is different from the
normal coffee in that it has been grown, produced, processed
and packed without the use of preservatives and pesticides.
Since this coffee brand has been grown under conditions which
are natural and harvested and processed in its natural state, it
can be referred as natural coffee. This coffee brand is seeking to
eliminate the belief that all coffee products are produced using
chemicals. Some of these chemicals used are the fertilizers
during growth, pesticides to prevent diseases and preservatives
to extend the expiry date. These chemicals are considered to be
very harmful to the health of the consumers. The selected brand
will not include preservatives and additives and thus it will
natural although it will be bitter compared to other brands
which use additives to sweeten the coffee.
Trends in the coffee industry
The coffee industry has experienced dynamic growth in the
recent years. This is because the market share of the sustainable
coffee in every European coffee market has grown from 0.3 to
3.4 percent. The 2002 preliminary data shows that the coffee
market share has grown in most countries. The market share for
the processed coffee has also grown a very high rate with star
buck corporation leading in the market. Organic foods have
achieved increased popularity globally with half of the sales

occurring in the European countries. The organic coffee is
likely to have greater benefits (Giovannucci, 2003).
Competition in the coffee industry
The coffee industry is experiencing faster growth with the key
competitors being the Starbucks hotel, McDonald’s and Dunkin’
Donuts who has positioned themselves as the coffee as fuel.
Entering in this market which is dominated by big companies
like these ones will require a strong strategy. With the increase
in coffee consumption in these hotels, it means therefore that
there is increased demand for this product and therefore
increased sales thus leading to increased revenue. Market for
coffee products is available in major towns in European
countries therefore it is an industry worth investing in (Agro
Eco consulting, 2001).
Market Objectives
Since it is a new product, the main objective for this company is
to increase the product sales from 0 to 20 percent by the end of
august 2016. The other marketing objective will be to gain a
market share of 20 percent by the end of July 2016.
The communication objectives include increasing the percentage
of the target market of all the children and adults residing in
Chicago environ especially the college students and the working
population from 0 to 40 per cent. This will include the
neighboring states who believe that natural foods for better
health (All Japan Coffee Association, 2001).
Market analysis
SWOT analysis
The ultimo organic coffee is a new product in the market. Most
of the competitors in the coffee industry major in the production
of inorganic coffee. Therefore, the only competition is between
the organic and inorganic coffee products. Most people around
Europe use inorganic coffee on daily basis. Therefore, the
company will have to educate the people about the effects of the
inorganic coffee which contains chemicals and the importance
of organic coffee which does not have chemicals such as
preservatives and additives.

Strengths-The Company’s key strength is the production of
organic coffee which has no chemical thus no side effects on the
health of the consumers. Another key strength is that the
company will be having no competition for the organic coffee
since it is the only producer of this coffee. The company will
also embark on a process of educating the people about the
benefit of using coffee in its natural state. The processing of
organic coffee does not require the presence of specialized
professionals and sophisticated processing machines so the cost
of production will be low.
Weaknesses- The ultimo organic coffee is a natural coffee thus
it is bitter compared to the inorganic coffee which has additives
which makes it sweet.
Opportunities- with the increase in the growth of organic coffee
in most countries, there will be more supply of the product thus
prices will be low. Many people are in need of products which
will have less effect on their bodies thus they will prefer natural
products which have less or no harmful chemicals. This means
that the product will have more consumers and the revenue will
be very high leading to high profits. The government is also
encouraging the production of organic coffee thus no
restrictions which may hinder the growth of the product.
Threats- the threats which exist for the coffee industry are the
challenges in the global market which may affect the price of
the raw materials. The oil and petroleum industry is also
experiencing challenges globally and this may affect the cost of
production. Another threat is the increase in the cost of labor
due do workers demanding better wages.
Segmentation and targeting
The market for the ultimo organic coffee will be segmented
among all the geographical markets. The company is targeting
women aged between 25-45 and young children in college aged
between 18-25 years. The target market does not necessarily
have to be financially stable since the product will be cheap
compared to inorganic coffee.
Positioning

The company will position its ultimo organic coffee as a
product which is natural and has no effects on the health of the
consumers. The product will target that group of consumers who
believe in “natural products for health body”.
The ultimo organic coffee product is a coffee which has been
produced naturally without the use of chemicals such as
pesticides and fertilizers. The product does not have
preservative and additives so it consumed at its natural state.
The main of this product is to solve the problem of side effects
associated with the consumption of harmful chemicals which are
used in the production of inorganic coffee as well as its
preservation. The product tries to eliminate such side effects by
encouraging consumption of coffee at its natural state.
Marketing channels
In order to be able to reach many customers, the company open
retail shops around the major towns which will target the
customers who wish to buy take way coffee. It will also
collaborate with major hotels which offer coffee products so
that it creates awareness on the availability of natural coffee.
The company will use agents in other countries to help
distribute its product to the other parts of the world.
Communication strategy plan
The main objective of the communication media will be to send
the message about the availability of natural coffee. The idea
will be to reach many people and try to persuade them to start
using natural coffee which has no effects on the human health.
The media to be used to reach out to the potential consumers
will be the TV media, the social media like Facebook and print
media such as health magazines. The aim is to educate the
consumers on the benefits of the natural coffee as compared to
inorganic coffee.
Budget and evaluation
The cost of advertising a product on a television media is 20
dollars per minute. The advert will run for 5 minutes per TV
commercial break. In a day the advertisement will run for a
period of 1hour in a day which translates to 1200 US dollars in

a day. The advertisement will be running for a period of one
month and it will be done for three months in a year. This
translates to 108000 US dollars in a year.
Sales promotion
The company will undertake sales promotion through the use of
coupons, gifts upon purchase of the products. It will also
organize promotional roadshows which will help create
awareness among different people in different locations.
Public relations
The company will organize and sponsor different events such as
sports in order to improve on the media relation.
Conclusion
Inorganic coffee has the major product which has been
consumed in the various coffee markets in the whole of US
therefore, introduction of organic coffee in the market will be a
major relieve for those individuals who like coffee but fear the
effects it has on their health. The organic coffee will help solve
this problem since it will be produced naturally and no
preservatives will be used to preserve the product. There have
been dynamic changes in the coffee production industry with
many countries opting to produce organic coffee and the
government encouraging the adoption of organic coffee due to
its benefits.
The coffee industry is currently experiencing growth and
therefore the introduction of the organic coffee will be a major
boost to the individuals who like coffee. Ultimo organic coffee
company will be seeking to capture 20 percent of the market
share by the end of august 2016. This will result in increased
sales and thus high revenue for the company.

References
Agro Eco consulting. (2001). Organic coffee and cocoa – a
market survey. Netherlands: Agro Eco consulting.
All Japan Coffee Association. (2001). Basic survey about the
demand trend of coffee. Tokyo: AJCA.
Giovannucci, D. (2003). The State of Sustainable Coffee.
Philadelphia: PRINTING FERIVA S.A.
Integrated Marketing Communications Plan
03:30 PM MT
04/13/2016
· Objectives
· Guidelines
· Grading Rubrics
· Best Practices
Objectives
The Course Project will involve you in developing an integrated
marketing communications (IMC) plan for a brand of your
choice. Integrating marketing communications entails
identifying a brand message and then conveying that brand
message through a series of touch points that are relevant to the
target customer. The figure presented in the Week 1 Lecture
captures the steps involved in developing an IMC plan—the
brand is the central concern around which the IMC plan is
developed. Early in the process, we establish who the customer
is, what the customer wants, where the customer is, and then we
think about how we will reach the customer in the space they
are in, with what message, and which media. Please note, this is
not a marketing plan or a business plan. The IMC plan focuses
on the what we traditionally refer to as the promotion P, and

what we are now viewing as communicating the value.
The objectives of this project are to
1. demonstrate a good understanding of a typical marketing
problem, through a clear identification of the problem and
careful analysis;
2. apply marketing concepts associated with branding and
communications;
3. implement steps that are sufficiently clear and detailed for
effective execution; and (Would your plan work?)
4. present your work in clear, compelling, and relevant
documents.
Guidelines
Select a brand that you feel passionate about. You are going to
live with it for the next 2 months. You might select a brand that
you can see has an obvious problem that can be helped by an
IMC. For example, the brand may be organic but nobody that
matters knows this, and because this is a growing market, there
may be considerable growth potential that could be realized
with a campaign that creates awareness, interest, desire, and
gets action. Follow the process presented in the Week 1 Lecture
carefully. Give extensive thought to your topic proposal, which
can be downloaded from Doc Sharing, and complete this in
Week 1. Use the Brand Analysis table in the Course Project V2
document in Doc Sharing to gain an understanding of your
selected brand. Work on gathering data, and map out your ideas
for the Week 4 deliverable, the Course Project draft. The draft
should help you determine what you know and where gaps still
exist. This document will guide you through to successful
completion.
Your final report should be about 10–15 pages, please use the
APA format for your paper and references. Keep in mind that
you should use a professional writing style. This should be
based on business English, and involve the correct use of
marketing terminology. Use tables to summarize your
information. A report is more likely to be implemented
effectively if it is brief, but sufficiently detailed, clear, and

relevant. Remember to experiment with the demand metric tools
that are included in the Week 6 Lecture, these may give you
some ideas for organizing your campaign. For each of your
communications strategy plans, you should identify a specific
objective, a media strategy, a media plan, and a budget. You are
asked to provide the five typical options that form the
communications strategy mix. Marketers must think about how
they need to match competitors or provide novelty, you may
want to substitute a campaign for something different—check
this out with your professor.
You should include the following sections/headings in your
draft and final write up.
Executive summary (1 page long, written last as a summary of
the entire paper)
Introduction
IMC objectives
Market analysis
Communications strategy plans
· Traditional Media
· Internet
· Direct marketing
· Sales promotion
· Public relations (PR)
Conclusions
Your PowerPoint presentation will be based on your final report
and should include 10–15 slides. A professional PowerPoint
presentation in marketing should be based on good quality
content, your slides should be clear and compelling. It is
important to engage your audience and convey all of the
important points that you have developed in your written report.
Please include the artwork that you have developed, this is what
your audience will want to see.
Hi Class!
The home stretch! We're into Week SEVEN -- our last week of

threaded discussion for evaluation purposes.
Be sure that you have downloaded the "MKTG522 IMC Plan
Key Content Considerations" from DOC Sharing. Please
remember that NO MORE than 10% of one's IMC Plan should
come from external sources. An IMC Plan that is a cobbling
together of sections from external sources is NOT an IMC Plan
and is more of a research project.... and will not receive a
passing grade. I look forward to receiving your ORIGINAL "I-
wrote-this-from-scratch" IMC Plan by Sunday that
communicates that you know what - at a graduate-level - needs
to be done to craft an IMC Plan for your senior management. As
clearly stated, each adult learner is being measured on their
ability to personally create a graduate-level IMC Plan.
A suggestion, if I may... and it is not one that is applicable to
everyone in the class. During our first class conference call, I
asked each participant if they would find it helpful if I provided
feedback on your writing style. The response was unanimously
in favor. To that end, I have provided considerable feedback...
what I have seen has been documented in the "MKTG522
Writing Tips for Success" that is found in DOC Sharing.
Yet, I find that - reviewing the papers - those who
would most benefit by studying this document have not done so.
That puzzles me... please take a few moments to review that
document. The information contained within may well affect
your writing for the remainder of your life. It will certainly
affect your evaluation on your Week SIX written assignment
and your Week SEVEN IMC Plan by several percentage points.
The use of APA format will also have a considerable favorable
impact on your evaluation, as APA format is a Keller
requirement. Do ensure your APA Running HEADER is at the
top of each page. A great site to learn about APA format is
found at http://owl.english.purdue.edu
I would urge several who have seen my edit recommendations to
diligently review this document. Another great place to gain
help on that pesky punctuation is the Purdue University Online

Writing Laboratory at http://owl.english.purdue.edu (Yes, the
same site as above!). I frequently go to this URL... if the
instructor can use it, so can those graduate adult learners whose
punctuation is suspect!
Net-net: As much as 20% of your overall IMC Plan is evaluated
on your graduate-level writing skills and use of APA format. It
is my sincere wish that everyone does a fantastic job -- with
great grammar, syntax, spelling, punctuation, and APA format
evident throughout your paper. Nuff' said!
Good discussion in Week SIX's TDA's -- we covered a lot of
items relative to promotion. Since the promotional mix is the
way the company communicates with its consumers and/or
businesses, the importance of "one, clear, consistent" message
to stakeholders is critical. This is where IMC (Integrated
Marketing Communications -- think of the three words and what
they signify) comes into play! Your IMC Plan should apply that
which you have learned! When you include IMC and
demonstrate that you understand how to ensure that "one, clear,
consistent" message throughout all of your promotional venues,
that impresses this instructor. Yes, your IMC Plan should have a
clearly stated "IMC Message".
This week finds you putting the finishing touches on your IMC
Plan that compels you to make decisions and come to
realizations. It is not unusual that as you put things down in
writing, other questions arise. When all is said and done,
however, you have an IMC Plan that you have carefully
considered, one about which you KNOW that were Bob
Schaumann to question why you stated something, you'd think
to yourself, "I've got an answer for you, Bob, and it is good!"
IMC Plans take time to create and, as you gathered, when you
take two steps forward, another question is raised that may take
you one step back. That's NORMAL! As a means, though, to
put things in writing, it forces you to think and to realize. That's
part of the value of writing the IMC Plan.
As you put your IMC Plan together, you realize NOW what it is
that your company and organization goes through... or at least I

hope that they do. Not easy!
I'll look forward to receiving your FINAL Draft of IMC Plan by
midnight on Sunday, April 17th. I am unable to extend your
due-date so please plan ahead.
The Course Project:
An Integrated Marketing Communications (IMC) Campaign Plan
The Course Comprises 4 Deliverables:
Week 1: Topic Proposal Form
Week 4: Course Project Outline
Week 7: Final Report
Week 8: PowerPoint Presentation
The 4 Key Objectives of this Project:
1. Demonstrate a good understanding of a typical marketing
problem, through a clear identification of the problem and
careful analysis
2. Application of marketing concepts associated with the
marketing mix, branding and communications
3. Provision of implementation steps that are sufficiently clear
and detailed for effective execution (- would your plan work?)
4. Presentation of your work in clear, compelling and relevant
documents
The Course Project
The course project will involve you in developing an integrated
marketing communications (IMC) plan for a brand of your
choice. Integrating marketing communications entails
identifying a brand message and then conveying that brand
message through a series of touch points that are relevant to the

target customer. The figure presented in the Week 1 lecture
captures the steps involved in developing an IMC plan—the
brand is the central concern around which the IMC plan is
developed. Early in the process, we establish who the customer
is, what the customer wants, where the customer is, and then we
think about how we will reach the customer in the space they
are in, with what message, and which media. PLEASE NOTE
THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN -
The IMC plan focuses on what we traditionally refer to as the
Promotion P., and what we are now viewing as Communicating
the Value.
Select a brand that you feel passionate about - you are going to
live with it for the next 2 months. You might select a brand that
you can see has an obvious problem that can be helped by an
IMC - for example the brand may be organic but nobody that
matters knows this - and as this is a growing market there may
be considerable growth potential that could be realized with a
campaign that creates awareness, interest, desire and gets
action. Follow the process presented in the Week 1 lecture
carefully. Give extensive thought to your topic proposal this can
be downloaded from DocSharing, and complete this in week 1.
Use the brand analysis document to gain an understanding of
your selected brand. Work on gathering data and map out your
ideas for the Week 4 deliverable the Course Project: Outline.
The outline should help you determine what you know and
where gaps still exist. This document will guide you through to
successful completion.
Brand Analysis
Brand Problem:
Current

New
Target Customer
Product/service offered:
Competitive advantage:
Brand name (e.g. Nike):
Brand term (e.g. Just do it):
Symbol (e.g. Swoosh):
Functional benefits (basic benefits relating to performance –
e.g. Nike – a good quality shoe):
Emotional benefits (benefits that make the customer feel good –
e.g. Nike – makes you feel fit and healthy):
Brand concept (essence of the brand – e.g. excellence in
performance):
Brand Identity:
Physique – tangible form, sound, smell, color, feel

Personality - character
Relationship – what is exchanged, shared
Culture - the system of values represented by the brand
Reflection – what is the aspired image?
Self-image – what is the image of actual customers?
The Written Report
You should include the following sections in your written
report:
Executive Summary
Introduction
IMC Objectives
Market Analysis
· Internet
· Direct Marketing
· Sales Promotion
· Public Relations (PR)
Conclusions
To expand, the content of each section should address the
following:
IMC Objectives (Quantify)
Identify the brand and the principle objectives of the campaign

and quantify where possible:
· Attract new customers
· Retain existing customers
· Branding objectives
· Marketing and corporate objectives
Market Analysis
A detailed analysis will provide the specific details for
decision-making:
· SWOT
· Segmentation and Targeting
· Positioning
· Product/Service
· Customer Profile
· Marketing Channels
Listed here are the typical options available that form the
communications strategy mix – marketers must think about how
they need to match competitors or provide novelty, each
strategy requires a specific objective, a media strategy, a media
plan, and a budget, these are described more fully below:
· Internet
· Direct Marketing
· Sales Promotion
· Public Relations (PR)
Communications Schedule
Using a calendar that covers the timeframe of the proposed IMC
indicate when the specific elements of the communications
strategy mix will occur – including:
· Launch dates
· Key events
Budget and Evaluation

Develop a list of the planned communications strategy mix and
estimate the costs of each component
To elaborate further on the Communications Strategy Section
there are numerous options; marketers should consider a mix of
the following depending on the problem being addressed – you
may wish to provide additional strategies that you feel are more
relevant.
Each communications strategy (e.g. a traditional media
campaign involving a print ad in a magazine) requires:
· Specific Objective
· Media strategy: Big idea, Message, Copy, Visuals
· Media Plan: Reach and Frequency
· Budget: How much will this cost?
Traditional Media
A paid for, mass-mediated, attempt to persuade, use to build
brand identity, this is a big investment:
· Television, Print and Radio
Internet
As advertising became more expensive and the Internet grew –
online communications have become a cost effective option
with the added benefit of being measurable (closed-loop
marketing) – this area has become highly specialized:
· Search engine optimization (SEO) strategy: Google AdWords
· Online advertising: Banners, reciprocal links
· Social media: Facebook, Twitter, YouTube, Pinterest,
Instagram…
· Website
Direct Marketing
Direct marketing evolved from the catalog business, which

involved gathering customer information – this approach is data
base driven and is used to send personalized messages either by
mail, phone, email or text messages, inviting a direct response.
There is an important role for direct marketing in branding as it
facilitates relationship building and customer retention. This is
becoming integrated into a web campaign. Direct marketing
might include:
· Post cards
· Personalized mailings
· Emails concerning special offers
· Newsletters
Sales Promotion
Alongside traditional advertising, there are many options for
communicating with customers and building positive
associations with the brand – sales promotion is growing in
popularity and can be incorporated into a direct marketing piece
such as a postcard or email.Sales promotion is instant demand
stimulation, it creates a perception of greater value through
contests and samples, it compliments the longer term
advertising campaign, it motivates trial use, and encourages
larger purchases or stimulates a repeat purchase. Sales
promotion is helpful when launching new products and new
product samples can be attached to existing brands. Problems
arise because frequent sales promotions alter price perceptions
and encourage consumers to become “deal-prone”. Examples
include:
· Consumers: Coupons, price-off, gift with purchase, contests,
samples, mail sampling, newspaper sampling, on-package
sampling, mobile sampling
· Trade/Business: Training, allowances, incentives, trade shows
· Internet: New opportunities for contests and trial subscriptions
Public Relations (PR)
PR is a communications function used to promote understanding

between an organization and its various stakeholder groups. PR
is a critical component of brand building and generates
publicity for the brand, helps solidify the public’s opinion of
the brand and defines the brand; seamlessly.
Public relations involves:
· Creating publicity; buzz, viral messages
· Building media relations
· Corporate communication (issues management, community
relations, government relations, industry relations)
· Building employee relations
· Maintaining financial/investor relations
· Crisis management
· Image building
· PR deals with what is difficult to control; but a company can
be prepared
· PR amplifies the effects of other communications strategies
The tools of PR include:
· Press releases
· Feature stories
· Company newsletters
· Press pack
· Interviews and press conferences
· Sponsored events
Your final report should be about 10-15 pages, please use the
APA format for your paper and references. Keep in mind that
you should use a professional writing style, this should be based
on business English, and involve the correct use of marketing
terminology. Use tables to summarize your information - a
report is more likely to be implemented effectively if it is brief,
but sufficiently detailed, clear and relevant. Remember to
experiment with the Demand Metric Tools that are included in
the Week 6 lecture, these may give you some ideas for
organizing your campaign. For each of your communications

strategy plans you should identify a specific objective, a media
strategy, a media plan, and a budget. You are asked to provide
the five typical options that form the communications strategy
mix – marketers must think about how they need to match
competitors or provide novelty, you may want to substitute a
campaign for something different - check this out with your
Professor.
Final Report
Points
%
Description
Documentation and Formatting
25
16.6
Follows Course Project guidelines and APA format
Organization and Cohesiveness
25
16.7
Report is well organized in a logical sequence and provides a
plan that could be successfully implemented
Editing
25
16.7
Report was carefully revised, edited, and proofed
Content
75
50
Relevant and high-quality data and ideas presented as a result of
careful analysis and creative interpretation, manifesting in a
practical implementation plan
Total
150
100
A quality paper will meet or exceed all of the above
requirements.

The PowerPoint Presentation
Your PowerPoint presentation will be based on your final report
and should include 10-15 slides. A professional PowerPoint
presentation in marketing should be based on good quality
content, your slides should be clear, and compelling - it is
important to engage your audience and convey all of the
important points that you have developed in your written report.
Please include the artwork that you have developed - this is
what your audience will want to see.
Good Luck and remember the acid test is - would this plan
achieve the objectives that you outlined?
PowerPoint
Points
%
Description
Clarity
25
16.6
Presentation is well organized in a logical sequence of ideas and
provides a plan that could be successfully implemented
Compelling
25
16.7
Slides have been developed that inform and engage the audience

Editing
25
16.7
Slides were carefully revised, edited, and proofed
Content
75
50
Relevant and high-quality data and ideas presented as a result of
careful analysis and creative interpretation, manifesting in a
practical implementation plan and given in an effective
presentation
Total
150
100
A quality presentation will meet or exceed all of the above
requirements.
2
Running head: ultimo organic coffee
1
ultimo organic coffee
2
Good APA format for your APA Running Header, Shana.
-
Shana Dukes
Keller Graduate School of Management
3/27/2016

Introduction
The brand that has been selected for this study is known as
Ultimo organic coffee. It is a brand which is different from the
normal coffee in that it has been grown, produced, processed
and packed without the use of preservatives and pesticides.
Since this coffee brand has been grown under conditions which
that are natural, and harvested and processed in its natural state,
it can be referred to as natural coffee.
NEW PARAGRAPH This coffee brand is seeking to eliminate
the belief that all coffee products are produced using chemicals.
Some of these chemicals used are the fertilizers during growth,
pesticides to prevent diseases, and preservatives to extend the
expiry date. These chemicals are considered to be very harmful
to the health of the consumers. The selected brand will not
include preservatives and additives, and thus it will be natural
although it will be bitter compared to other brands which that
use additives to sweeten the coffee.
Trends in the coffee industry
The coffee industry has experienced dynamic growth in the
recent years. This is because the market share of the sustainable
coffee in every European coffee market has grown from 0.3 to
3.4 percent. The 2002 preliminary data shows that the coffee
market share has grown in most countries. The market share for
the processed coffee has also grown a very high rate with star
buck Starbucks corporation leading in the market. Organic
foods have achieved increased popularity globally with half of
the sales occurring in the European countries. The organic
coffee is likely to have greater benefits (Giovannucci, 2003).

Competition in the coffee industry
The coffee industry is experiencing faster growth with the key
competitors being the Starbucks hotel, McDonald’s, and
Dunkin’ Donuts, which who has positioned themselves as the
coffee as fuel. Grammatically unclear. Entering in this market,
which is dominated by big companies like these ones, will
require a strong strategy. With the increase in coffee
consumption in these hotels, it means, therefore, that there is
increased demand for this product and, therefore, increased
sales thus leading to increased revenue. Market for coffee
products is available in major towns in European countries;
therefore, it is an industry in which it is worth investing in
(Agro Eco consulting, 2001).
Dana, I would offer any additional writing edit
recommendations beyond this point. You are encouraged to
work on your punctuation and grammar. Thank you for the
opportunity to offer suggestions help you enhance your written
English. I shall continue to offer such suggestions in your
future papers.
Market Objectives
Since it is a new product, the main objective for this company is
to increase the product sales from 0 to 20 percent by the end of
aAugust 2016. The other marketing objective will be to gain a
market share of 20 percent by the end of July 2016. Rather than
discussing percentages which do not help the reader understand
the base upon which those percentages are derived, use dollars
of revenue or units sold.
The communication objectives include increasing the percentage
of the target market of all the children and adults residing in
Chicago environ especially the college students and the working
population from 0 to 40 per cent. This will include the
neighboring states who believe that natural foods for better
health (All Japan Coffee Association, 2001). This is suggesting
that you are trying to increase the population by 40%.
Your measurable desired IMC communications objective is an
increase in the percentage of your target audience that recalls

the IMC message that your IMC Plan is designed to
communicate. What is your IMC message? What percentage of
your target audience NOW recalls your message and to what
number do you want to increase that percentage by the time that
your IMC Plan has been successfully executed and
implemented?
Thus, you want your IMC Plan to provide you a measurable
outcome in terms of a percentage increase in the number of
people within your target market that recall/recognize your
message and can associate it with your brand. Do we see this
above?
Market analysis
SWOT analysis Per the instructions, your SWOT Analysis
should be in bullet format, not essay.
The ultimo organic coffee is a new product in the market. Most
of the competitors in the coffee industry major in the production
of inorganic coffee. Therefore, the only competition is between
the organic and inorganic coffee products. Most people around
Europe use inorganic coffee on daily basis. Therefore, the
company will have to educate the people about the effects of the
inorganic coffee which contains chemicals and the importance
of organic coffee which does not have chemicals such as
preservatives and additives.
Strengths-The Company’s key strength is the production of
organic coffee which has no chemical thus no side effects on the
health of the consumers. Another key strength is that the
company will be having no competition for the organic coffee
since it is the only producer of this coffee. The company will
also embark on a process of educating the people about the
benefit of using coffee in its natural state. The processing of
organic coffee does not require the presence of specialized
professionals and sophisticated processing machines so the cost
of production will be low.
Weaknesses- The ultimo organic coffee is a natural coffee thus
it is bitter compared to the inorganic coffee which has additives

which makes it sweet. You have no brand recognition – this is a
major weakness. In addition, you may also be lacking channels
of distribution. What other WEAKNESSES might you have and
with which you must deal?
Opportunities- with the increase in the growth of organic coffee
in most countries, there will be more supply of the product thus
prices will be low. Many people are in need of products which
will have less effect on their bodies thus they will prefer natural
products which have less or no harmful chemicals. This means
that the product will have more consumers and the revenue will
be very high leading to high profits. The government is also
encouraging the production of organic coffee thus no
restrictions which may hinder the growth of the product.
OPPORTUNITIES point to where you can grow your business
and your revenues. Where do you see this occurring, Shana?
Threats- the threats which exist for the coffee industry are the
challenges in the global market which may affect the price of
the raw materials. The oil and petroleum industry is also
experiencing challenges globally and this may affect the cost of
production. Another threat is the increase in the cost of labor
due do workers demanding better wages. Your primary
THREATS are going to be competition. In addition, there is
always the risk that your target market will not like the taste of
this coffee.
Again, you want to write your SWOT in bullet format. You
should have 3-4 items under each SWOT element. Do research!
Segmentation and targeting
The market for the ultimo organic coffee will be segmented
among all the geographical markets. The company is targeting
women aged between 25-45 and young children in college aged
between 18-25 years. I would refer to them as “young adults"
and not "children". The target market does not necessarily have
to be financially stable since the product will be cheap
compared to inorganic coffee. You were asked to focus on one
specific metropolitan area for your IMC Plan. What city have
you selected? Given our phone conversation this afternoon, it

would appear Atlanta would make the most sense. What about
income levels?
Positioning
The company will position its ultimo organic coffee as a
product which is natural and has no effects on the health of the
consumers. The product will target that group of consumers who
believe in “natural products for health body”.
The ultimo organic coffee product is a coffee which has been
produced naturally without the use of chemicals such as
pesticides and fertilizers. The product does not have
preservative and additives so it consumed at its natural state.
The main of this product is to solve the problem of side effects
associated with the consumption of harmful chemicals which are
used in the production of inorganic coffee as well as its
preservation. The product tries to eliminate such side effects by
encouraging consumption of coffee at its natural state. You are
deviating away from what was asked of you. In this section,
focus only on the “positioning,” i.e., the words that come to the
mind of your target market when you say the words “Ultimo
Organic Coffee”. Those words would be the positioning that
the product has in the mind of your customer.
Marketing channels
In order to be able to reach many customers, the company open
retail shops around the major towns which will target the
customers who wish to buy take way coffee. It will also
collaborate with major hotels which offer coffee products so
that it creates awareness on the availability of natural coffee.
The company will use agents in other countries to help
distribute its product to the other parts of the world. You would
want to have one retail store in Atlanta. Yet, would it not be
lower in cost to simply sell this product via retail stores?
Communication strategy plan
The main objective of the communication media will be to send
the message about the availability of natural coffee. The idea
will be to reach many people and try to persuade them to start
using natural coffee which has no effects on the human health.

The media to be used to reach out to the potential consumers
will be the TV media, the social media like Facebook and print
media such as health magazines. The aim is to educate the
consumers on the benefits of the natural coffee as compared to
inorganic coffee. Were you to use retail stores, you might want
to also use coupons or point-of-purchase displays to move
product. What other tools might you use? Public relations to
gain free press? What is your web strategy?
Budget and evaluation
The cost of advertising a product on a television media is 20
dollars per minute. Not sure where you got this figure, Shana,
as your references don’t suggest this. On local TV, you might
find that you can advertise for thirty-seconds for $1000. The
advert will run for 5 minutes per TV commercial break. In a day
the advertisement will run for a period of 1hour in a day which
translates to 1200 US dollars in a day. The advertisement will
be running for a period of one month and it will be done for
three months in a year. This translates to 108,000 US dollars in
a year. You are significantly under budget here. Check with an
Atlanta TV station and inquire about a local rate for advertising.
Sales promotion
The company will undertake sales promotion through the use of
coupons, gifts upon purchase of the products. It will also
organize promotional roadshows which will help create
awareness among different people in different locations.
Public relations
The company will organize and sponsor different events such as
sports in order to improve on the media relation.
Conclusion
Inorganic coffee has the major product which has been
consumed in the various coffee markets in the whole of US
therefore, introduction of organic coffee in the market will be a
major relieve for those individuals who like coffee but fear the
effects it has on their health. The organic coffee will help solve
this problem since it will be produced naturally and no
preservatives will be used to preserve the product. There have

been dynamic changes in the coffee production industry with
many countries opting to produce organic coffee and the
government encouraging the adoption of organic coffee due to
its benefits.
The coffee industry is currently experiencing growth and
therefore the introduction of the organic coffee will be a major
boost to the individuals who like coffee. Ultimo organic coffee
company will be seeking to capture 20 percent of the market
share by the end of august 2016. This will result in increased
sales and thus high revenue for the company.
References
Agro Eco consulting. (2001). Organic coffee and cocoa – a
market survey. Netherlands: Agro Eco consulting.
All Japan Coffee Association. (2001). Basic survey about the
demand trend of coffee. Tokyo: AJCA.
Giovannucci, D. (2003). The State of Sustainable Coffee.
Philadelphia: PRINTING FERIVA S.A.
Good APA format including proper APA running HEADER and
citations in APA format.
If you are going to describe the cost of TV advertising, research
is essential. Where are your references that support your $20
per minute TV advertising?
I am looking for the crux of your IMC Plan that helps me to
understand where you are with your overall IMC Plan FINAL

Draft (Week SEVEN) and how you are approaching each of
these more than one dozen areas. There are four critical areas
at the bottom of your outline (Section A – Introduction, Section
B – IMC Objectives, Section C – Market Analysis, and Section
D – Communications Strategy Plans). Some of the sections
look good, while others would benefit by additional insight.
Please follow formatting instructions.
Your outline should also include bulleted insights that describe
the following:
a) IMC Introduction (This provides the instructor a good
overview of around what product or service your IMC Plan is
focused. Eventually, this will become your Executive
Summary, but – for this assignment – it lets the instructor know
what you have planned. Tell the reader how you decided to
select the product or service that you did and the gist of what
your IMC Plan will generically share with the reader). I thought
that the first few pages were quite good.
b) IMC Objectives (You want to have at least one marketing
objective and at least one communications objective.
Essentially, each should be measurable objectives. Your
marketing objectives should point to a goal to be accomplished
insofar as dollars sold, number of units/services sold,
percentage increase in market share, or related – all of which
are to be accomplished by a certain date. The communications
objectives should point to a desired percentage increase within
the target market that NOW recalls your IMC message/brand.
This would share what you want your IMC plan to accomplish
for you in terms of communicating your IMC message. Your
IMC message is missing.
c) Market Analysis (Outline of key findings relative to the
marketplace in which your product or service will be promoted.
Describe the market in bullet format. What does the marketplace

look like? Trends? Is it growing, static, or losing steam? Who
are the competitors? Projected revenue for what it is that you
are promoting to the market.) If you are looking at a national
promotional plan, I would ask that you narrow it down to a
geography, e.g., Atlanta. The assumption is that your plan in
Atlanta would, in most respects, be used in Dallas, San
Francisco, Philadelphia, Seattle, Chicago, etc.) To do an IMC
Plan for the entire country is beyond the purview of this course!
We discussed this during our phone call this afternoon.
d) Communications Strategy Plans
· Traditional Media (What traditional media do you plan to use
as part of your IMC Plan?)
· Internet (How do you plan to utilize the Internet as part of
your IMC Plan?)
· Direct Marketing (How do you plan to utilize direct marketing
· Sales Promotion (How do you plan to utilize Sales Promotion
· Public Relations (PR) (How will PR be used as part of your
IMC Plan?)
· Social Media (How will you utilize social media as part of
your IMC Plan?)
You have some of the elements here – on what might you
further capitalize as you look at promoting your coffee in
Atlanta?
Week 4 Rubric: Project Draft POINTS
Draft
Points
%
Description

Good Quality Content
25 23
25
Use of high-quality reference sources and content
(Demonstration of resources, APA format for citations)
References to support your advertising costs appear to be
missing.
Clarity
25 20
25
Ideas expressed clearly; graduate- level writing
(Graduate-level writing with good sentence structure, grammar,
writing, punctuation, and spelling)
Includes all Sections
25 18
25
Mapped out all sections of the plan in outline form
(You have clearly stated content that reflects that which was
requested of you per the outline guidelines provided you.)
Relevance and Accuracy
25 20
25
Ideas and data are relevant and reported accurately
(Your IMC Plan OUTLINE makes sense for what you plan to
do.)
Total
81
100
A quality paper will meet or exceed all of the above
requirements.
I have offered comments in several areas of your IMC Plan
OUTLINE, Shana. Where noted, you are encouraged to revisit
some areas to flesh out additional details.
Work on those areas referenced in my comments above and I

will look forward to your IMC Plan in Week SEVEN.
Remember, too, that your PowerPoint (PPT) presentation in
Week EIGHT is a ‘picture’ presentation of the above,
complemented by your comments in the NOTES section
underneath each PPT slide. Those NOTES are from what you
will “talk to” as you talk to each PPT slide. A document in
DOC SHARING that is entitled MKTG522 Examples of Good
and Poor PPT Slides will help you to format your PPT
Presentation for Week EIGHT.
I am seeing some writing errors that should not be there –
please download and study the MKTG522 Writing Tips for
Success found in DOC SHARING.
Questions? Call me.
bob

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