Imc report

The Challenges:

The Canada Games requires an IMC strategy. There are several main areas of focus, but the entire IMC strategy needs to be addressed.

Project Goals:

1) Improve the organizations overall integrated marketing communications

2) Identify all target markets and audiences

3) Determine how to become top-of-mind for these targets and generate conversion

4) Recommend an IMC strategy

Executive Summary

1) 2)

3)

a) b) c) d)

Introduction, current situation, and scope of the IMC report Market Strategy Analysis

Overview of current strategies

Competitive analysis (see above from Client)

Brand analysis

Market sizing and segmentation - include and define target markets and differentiate

audiences

Integrated Marketing Communications - core strategies and tactics based on above findings

IMC Objectives (SMART) - relate to awareness and conversion

IMC Budget

Defined segments, targets and audiences - profile s and recommendations