Communicate the Value: Integrated Marketing Communications Brief

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MKTG522_-_Week_6_assignment_IN_DOC_SHARE.docx

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?

Grading
Rubric

Week
6 Grading Rubric

Points

%

Description

Grammar and spelling

10

10

Document is well-written with proper grammar and
no misspellings

Documentation
and Formatting

10

10

Follows
week six assignment guidelines and APA formatting

Organization
and Cohesiveness

10

10

Document
is well organized in a logical sequence of ideas covering all the necessary
sections

Content

70

70

Relevant
and high quality data and ideas presented as a result of careful analysis and
creative interpretation, manifesting in a practical plan that could be
implemented

Total

100

100

A
quality paper will meet or exceed all of the above requirements. 

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