create an Integrated Communications Plan for a product/service (give a specific brand) that needs a new campaign (see example IMC paper on the left of the screen). You will need to use an existing product/service as the first two sections of the IMC plan) require a situation analysis of why the product needs a new campaign (explain why the current campaign does not work). For the IMC plan the team will develop a new campaign theme (the Big Idea) for a specific product/service that could use a revamp on its promotions. IMC plans address promotions only (and not changes to product, price or place – that is a marketing plan).
The following sections are included in the situation analysis: industry analysis, company background, product/brand information, customer analysis and a SWOT analysis.
the companys name is Final Five LLC its a small turck and mcahcine rental compnay
Introduction (2-4 sentences)
Briefly introduce the brand and summarize what you will be discussing in the paper.
Company Background (approximatly 1-2 paragraphs, 1/2 page)
The company background should include the following information:
- Mission, Business Philosophy
- Resources
- Sales History & Market Share
Product/Brand Information (approximately 2 paragraphs of writing, 1/2 page)
This section provides information on the product/service that constitutes the focus of the campaign. Do not list out all the products or product lines.
- Key Benefits
- Current Brand Image & Positioning
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