Q: Tell me a little bit more about the structure of the campaign.
A: An IMC campaign is a complete plan describing the details of your proposal to utilized multiple marketing communications vehicles in an integrated fashion to accomplish specific marketing goals. The key sections of the campaign plan include:
- Marketing Goals
- IMC Campaign Objectives
- Target Audience Definitions
- Marketing Research Findings
- Integrated Communications Strategy Statement
- IMC Campaign Budget and Justification Based on Proposed Goals
- Media Plan Details
- Creative Executions
- Explanation of How Results Will Be Evaluated
Q: How can this class be of value in my future?
A: A well-developed IMC campaign plan will serve you well throughout your career.
You may find that your present employer needs an IMC campaign plan. Very few people have the understanding of our discipline needed to develop a thorough plan. Your employer will welcome, appreciate and value your work. You will have new respect with your current employer.
You may want to work for a specific firm or in a specific industry. Developing a campaign plan for a firm in the industry of your choice will open doors for you in that field.
You may be an entrepreneur or be seeking to start your own firm in the future. Learning the discipline of IMC campaign planning will enable you to develop an effective campaign plan and grow your business successfully.
Q: How does this class differ from the other classes in the IMC program?
You will be expected to utilize and apply materials from all previously completed IMC courses. Save your notes and textbooks from these courses. And, you will be expected to search for materials in the WVU online library. It is impossible to present all needed materials in our course weekly lesson notes. You will have to take the initiative to find the information needed to develop an effective campaign plan.
Q: How do I choose a client?
If you think marketing communications can be improved at your present organization, your current employer might make for an ideal client. You should keep in mind, however, that a campaign plan with a minimum budget of $250,000 for twelve months must make sense.
If you would like a future position with a specific firm or in a specific industry, choosing a firm in that industry will greatly improve the receptivity of your application for employment in that industry. It is helpful to show potential employers that you have done your homework about that firm and its competitors.
You may have a hobby or interest that is very meaningful to you. It might be art, gardening, sports or one of several others. Choosing a firm in that area may enable you to do your best work.
You may be planning a career in the not-for-profit area. Choosing an organization in this area will be instrumental in your career advancement efforts.
Q: What level contact, within the company, is needed to complete the campaign?
Having client contact can be instrumental in the development of a successful campaign plan. Your contact can help you establish your marketing goal, present meaningful input on the firm’s background and will agree to review your completed plan. Many executives are extremely busy and have little time to spare. Others have privacy concerns that limit the information to be shared. This is not usually a problem when choosing your present employer as your client. If you choose another firm, however, make several attempts to get a marketing manager or marketing director to agree to spend a few minutes on the phone with you.
Q: What are the requirements around the client proposal?
Your client proposal should include the following information:
- Organization Name
- Industry
- Location
- Marketing Goal
- Primary Target Audience
- IMC Campaign Budget
- Reason for Choosing this Client
Archie Sader is an adjunct instructor for the West Virginia University Integrated Marketing Communications (IMC) program and teaches IMC 636 – Campaigns.
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