29 Jun Communicate the Value: Integrated Marketing Communications Brief
Question
Please select a brand that has a brand problem. For example, recent player legal
troubles have been a problem for the NFL brand. Another example is the Bonefish
Grill, the country’s second largest seafood chain after Red Lobster. Although their
check average is more than $3.00 less than Red Lobster, many consumers see that
brand as “expensive”.
You job is to develop an IMC brief. This deliverable will be used to instruct an
external company that will be hired to develop an integrated marketing
communications (IMC) campaign for your company. Your deliverable will be
presented in four to five page paper and will follow APA6 formatting guidelines
including a cover page and reference page (Those two pages are included in the
page count. Therefore, only two to three pages of actual content is needed).
IMC Brief
The brief should be a concise word document that answers each of these questions.
Make sure to answer each question as the information is critical to help guide the
creative team that will formulate the IMC campaign.
Why are we developing a new IMC campaign?
? What is the problem?
? What is our objective (quantified)?
Who is the target customer?
? Who are we trying to reach? What are the characteristics of the target
market?
What is the message?
How does our target currently perceive us?
How would we like the target to perceive us?
? What is the most persuasive idea we want to convey?
? What creative guidelines do we have to consider (e.g., logo, font, corporate
colors)?
When will the message be delivered?
? What timeframe are we looking at for development and delivery?
Where will the message be delivered?
Which media will provide the most effective communications mix?
How much will it cost?
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