Integrated Marketing Communications Plan

Assignment Brief

INTERGRATED MARKETING COMMUNICATIONS PLAN PROJECT

Overview

The purpose of this assignment is to give students experience in applying course concepts to the development of an integratedmarketing communications (IMC) campaign.  Each student will develop an integrated marketing communications plan for a product or service of their choosing.  Students will develop this plan throughout this course, first in terms of a proposal and three (3) mini-projects which will address various subsections of the overall plan. The mini projects will be incorporated into your final IMC Plan.  As a part of the presentation, each student shall develop a full-page, full-color print advertisement for their campaign. In addition, each student will be required to turn in a 10-to-12 page written IMC Plan which details the rationale and strategy underlying the campaign. You are encouraged to use your creativity and "have fun" with this assignment.

PROJECT GUIDELINES

Selection of Project or Service – Proposal – Due Week 1

Each student will be given the flexibility to select a product or service which interests them.  However, two factors must guide the selection of a product or service.  First, you should select a brand or service which you feel could improve its market position by changing the marketing communications strategy.  In other words, the market leader in a product category (i.e. AT&T, Verizon, etc.) should be avoided.  Second, the product or service should be one which normally includes television as an important part of the campaign.

Each student will be asked to submit a 1 page double-spaced proposal which discusses the product or service selected and the general approach which will be taken.  This proposal is due by the end of Week 1.

Mini- projects (see below for the requirements of each mini project)

Rather than having one large project occur at the end of course, you will develop the plan over the next seven (7) weeks through a series of mini projects.  These mini- projects will ask each student to carefully analyze and develop a strategy for each of the main strategic areas of the communications plan:

Advertising (Project 1), 

Sales Promotion/ Public Relations (Project 2),

Direct Marketing (Project 3). 

These mini projects will then be incorporated into your final Integrated Marketing Communications Plan.

Sample Answer

Integrated Marketing Communications Plan – Proposal

Selected Product/Service: EcoSip – Sustainable Bottled Water

Reason for Selection

EcoSip is a relatively small bottled water brand that produces premium spring water packaged in 100% biodegradable bottles. The brand donates a portion of its profits to global clean water initiatives, giving it a clear social and environmental purpose. While it has developed a small loyal customer base, its market visibility remains low when compared to larger competitors such as Evian, Nestlé Pure Life, and Fiji Water. This makes it an ideal candidate for an improved and more targeted marketing communications strategy.

The bottled water market is highly competitive, with many brands competing on taste, purity, and lifestyle appeal. EcoSip’s key advantage lies in its sustainability promise, which aligns with growing consumer interest in eco-friendly and ethically produced goods. However, this message has not yet been fully communicated to a wider audience. A well-structured integrated marketing communications (IMC) plan could help reposition the brand as a leader in the sustainable drinks segment and significantly improve its market position.

General Approach

The proposed campaign will position EcoSip as the bottled water choice for environmentally conscious and socially aware consumers. The aim will be to make sustainability not just an added benefit but the core emotional driver of the purchase decision. This will be achieved through consistent messaging across all communication channels, ensuring that the brand’s story is clear, memorable, and emotionally engaging.

Television advertising will be the primary focus, as it provides a strong platform for storytelling and visual impact. The television campaign will highlight both the freshness and purity of the water and the positive environmental effects of choosing EcoSip over competitors. The messaging will appeal to two primary audiences:

1. Young urban professionals who value convenience, premium quality, and ethical purchasing.

2. Families who are motivated by health, safety, and environmental responsibility.

Supporting channels will include:

• Social media marketing with eco-friendly influencers to create authentic and relatable content.

• Print advertising in lifestyle and environmental magazines to reinforce brand credibility.

• Point-of-sale displays in supermarkets and health food stores to prompt purchase decisions.

The creative theme will centre around the idea that “Every Sip Makes a Difference”, reinforcing the link between individual choices and positive global impact. Visuals will feature clean natural landscapes, biodegradable packaging, and images of communities benefiting from clean water projects funded by EcoSip purchases.

Planned Campaign Stages

The IMC plan will be developed and executed in three interconnected stages:

Advertising (Project 1)

Create a 30-second television advert supported by outdoor and print advertising. The TV ad will focus on emotional storytelling, showing the journey from the spring source to the consumer, and ending with the environmental and social benefits. Outdoor billboards will feature strong imagery and short slogans to boost recall.

Sales Promotion and Public Relations (Project 2)

Introduce limited-time promotions such as “Buy One, Fund One” where every purchase funds one day of clean water for someone in need. Partner with environmental non-profits for events such as community clean-up days, generating positive media coverage. Issue press releases highlighting EcoSip’s sustainability achievements and community projects.

Direct Marketing (Project 3)

Develop targeted email campaigns for loyal customers offering discounts and early access to new products. Launch a loyalty rewards programme that offers eco-friendly merchandise. Use customer data to personalise offers and encourage repeat purchases.

Expected Outcomes

By integrating all elements of the communications strategy, the campaign aims to:

• Increase brand awareness by at least 20% within 12 months.

• Grow sales revenue by 15% in the first year of the campaign.

• Strengthen customer loyalty, resulting in higher repeat purchase rates.

• Position EcoSip as the leading sustainable bottled water brand in its category.

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