our campaign is : treasure hunt

MCOM15 Final Project Integrated Marketing Communications Campaign The Fine Print Assignment due: Week 14 (Dec 11 or 13) W/ presentation Drafts due: Presentation deck or campaign plan outline - Dec 4 or 6 in class Value: 40% of final grade: campaim proposal 20%, presentation 10%, draft 10% Client: St. Larry's Pub - Client Briefing Monday November 13, 2:30 at the pub. Teams of 34 (peer assessment will contribute to grade) Amy dispute of contribution will require proof via MSW Word or Google Doc tracking. Dispute of criginal work (ie: overuse of ChatGDPT will necessitate oral defense of work) The Challenge Your agency challenge is to develop and propose a one-month marketing communications campaign designed to promote St. Larry's Pub on Kingston campus. You will increase awareness of the pub and its offerings, drive location traffic and ultimately generate new sales via trial, repeat or regular visits. Each agency team will focus on SLC students and possible secondary targets and propose a seasonal one-month IMC campaign based on the format below. This is NOT an annual marketing plan but a one-month intense campaign with very specific focused positioning and a specific THEME around which all IMC revolve. (Look back at chapter 3&4.) For example: Referring back to the Honda Scooter activity. You could choose to focus on your brand's gourmet food (this is a bad idea). You could then select a chef's hat as your metaphor and "Treat Your Inner Goumet" as a theme for your campaign. You decide to organize a "Hide the Hat" contest, (Chap 8 Sales Promotion) sending email (Chap 6 Direct Response) and social media posts. Hat finders benefit from sweet deals and the ultimate prize of a hat to wear in the pub for special deals every visit. In the example above, all IMC elements revolve around a theme. It is engaging, memorable and designed to incent action. Direct response and sales promotions will likely be the focus of your campaign, not mass advertising or events of the sort they already host. You may consider a guerilla campaign. Think creatively beyond borng 10% off discount promotions. Feel free to bounce vour ideas off your instructor, and email any questions you may have. Use the following format to complete your plan, including the same headers and the content that follows: Marketing Communications Plan "Condensed verrion -3 pages max The followine model for completing your marketing communications plan is based on Chapter 2 of the IMC textbook. There is also a sample plan in Appendix 2 md shared on Blackboard. Mark are based on your ability to address each of the following sections: 1. Marketing Background - One brief paragraph - two or three sentences. In your OWW words (not cut and paste) describe the business and current challengeiopportanity. 2. Target Market Profile - one brief paragraph or bulleted list Revearch any relevant statistics about the primary audience (Kingston campus students) and any relenzut paychographics using research vs just your opinion. Describe any secondary targets, with research. Source research. 3. Objectives a bullet list, less than half page Using MC language, build a list of campaigu objectives. (see chapter 5 Poweresing). 4. Positioning Strategy \& Theme "Big Idea" - two or three sentences to explain and justify. Referring back to our lesson on Positioning, select ONE benefit of the business as the focus of your campaign. How will you convey the benefit? Metaphors or fun themes are the easiest ways to do this. Protide a rationale for your THEMIE choice and why it will resonate with your target. 5. Online Plan-half page What type of content will you place on which social media channels or other channels to appeal to your target audience? Consider both organic and paid posts. Remember that this must relate to your positioning campaign theme vs generic colitent. Should refer to the elements below. 6. Other MMC Activities (prepare a detailed paragraph for each of 3 selected tactics) a) Direct response - Describe your direct response choice( $ ) with offer and call to action. How does it tie into your overall campaign theme? Integrate all elements. b) Sales promotion - What are you offering in the Direct Response communications above? What does this cost the company? How do you determine if this is worth it? (RO) c) Public relations - Since traditional media is not really an option, consider if there are gatekeepers to your target or influencers. Be specific in how you will choose and how you will incent them to promote your offering. d) Event marketing - Is there an event important to your campaign? Thir should NOT be 2 one-off event such as karake night trivia or something else they are already doing: Deseribe it here and how you will promote it via your DR communications above. e) Personal selling - this will likely not be one of your primary selected options. You may think of a creative way to use this. But again, it must be integrated. 'Share your two mochaps as appendices added to the 3-page camparga proporal. The macimum 3 pages do not include the cover page or appendices. No secondary research is needed beyond what is needed to write the backeround or target sectioas. Edit your document to profexional itandards and use Grammarly if your prooffeading is not top-notch. Chat GPT won't give you the specifics you need for this clent, but it may give wepideas. PRESENTATION - Campaign Pitch (five to seven minutes) You are selling your "BIG IDEA" - this is the focus of the entire campaign, not a disconnected 3eries of tactics. Make your presentation persuasive! Your presentation should mclude one alide on each of the above sections, ( 3 alides for Question "6). PLUS two mockups (minimum) of your direct response ads with call to action, all including the cohesive theme, and employing copywriting best practices taught in Chapter 6 . Your two mockups may include: a social media ad, an email blast, an organic post or series, guerilla marketing collateral, printed aignage, or other more creative strategies! Before suggesting posters or flyers, ask yourself, do YOU notice these on campus? Likely not: A reminder about your slides: MINMMLL text on slides, if; one header, three points max, three words per point. NO FULL SENTENCES on screen. No reading. The screen is your speaking cue, not a script. Marks will be lost by any teammates who read. If teammates are not present on presentation date, the team wall still be required to present and should have a copy of the presentation ready: Format: USB key or login to Canva. If you bring a laptop, you are responsible for the AV attachments. Be prepared for questions! Each member of the team must be prepared to explain concepts and provide rationale for choice