- IMC Campaign Folio
You are to assume the role of an external marketing and communications consultant working
for your own agency. Choose a real-world organisation and its market offering (e.g. a
brand, service, product, etc.) for which to prepare your IMC campaign. For example, the
organisation can be a commercial entity, company, retailer, manufacturer, government
department/agency, industry association, regulator, advocacy group, non-government
organisation, etc.
Base your plan on real-world facts and background. To research the organisation you can
consider, for example, the organisation’s website, publications, annual report, and media
coverage, etc. You are advised to select an organisation for which there is already plenty of
information in the public domain (if you choose a small or new organisation it will be harder
for you to research).
You are not expected to approach the organisation in your research for this assessment. If
there are facts/background etc. that are not publicly available then you may speculate as to
the details. You will be able to complete this assessment drawing purely on publicly available
information.
You may speculate as to the details of communications challenges or problems the
organisation faces. You should get a basic understanding of the types of problems and
challenges the organisation faces from you background research, including, for example,
from you understanding of the organisation’s market, products, competitors and environment.
Your IMC campaign plan should be prepared in report format based on the IMC
campaign planning template. The plan must be a practical document that you anticipate an
organisation would adopt and put into effect. Apply relevant content from this subject.
Do not simply copy an existing campaign plan. This will be considered plagiarism. If
you come across a campaign plan, communications strategy or advertising plan for the
organisation, you need to update and improve it, and contribute some original thought in
doing so.
