1.0 Executive Summary
The executive summary is an important piece to your IMC Plan. Often, CEO’s will not take the time to read all of the details of the plan, so this particular part of the plan should be a one page summary of the goals, execution plan, and potential results.
2.0 Marketing Communications Objectives
The marketing communications objectives set the tone for the whole plan. They should be specific, measurable, and used throughout the rest of plan so that all of the tools are aligned to enhance the overall goals.
The Marketing Communications objectives should also be bereft of any mention of raising sales. Instead, they should be focused on actual communication objectives, such as “increase web traffic by 20%,” or “reach 15% of the target market in the first month.”
3.0 Situation Analysis
The situation analysis is the point in the document where you should discuss the initial research findings that will guide your recommendations. Only relevant information should be displayed in this area, as you will need to invoke it, when discussing the actions that need to be taken to accomplish the marketing communications objectives.
You will also want to identify your stakeholders, target audiences, discuss geographic considerations, seasonality, the competition, the creative strategy of the competition, and perform a SWOT analysis.
This section should clearly articulate the research tools, mediums, and points of emphasis for the campaign. This is not only about past research, but on-going research that can be used to help with the evaluation of the campaign.
An important question to ask is, “how do we plan to review the changing perception of the brand and product”? 5.0...