Following the assignment specifics below, create a marketing communications campaign that promotes Suzhou (a city) in China as a place to stop and spend time. This campaign should focus on highlighting existing attractions in Suzhou and the immediate surrounding area adjacent to Suzhou.
Instructions. The following sections are required for each project in both the written report and the Power Point
slideshow. The report will contain more detailed information in text form, whereas the Power Point slides will
be in the bulleted format that is more appropriate for oral presentations.
(1) Background research using library databases and the Internet must be conducted on the broad environment
in which your organization operates, including global, national, and regional trends that are likely to affect its
future operations; research must identify and describe the target market. The most useful and relevant research
should be explained in the final report as well as highlighted in the Power Point presentation.
(2) Present a hypothetical budget broken down by media using data in the textbook and library databases or
other online search engines, and discuss why your budget is feasible. This budget must include short-term
expenditures as well as projections for the next three-to-five years. Students should discuss this in paragraph
2
form and include a visual display in an exhibit (see textbook examples). It is probably a good idea to do this
step in conjunction with #4 below (media).
(3) Creative concepts must be based on target market research, to be expressed in written paragraph form in the
report as well as a minimum of one rough print ad and one television commercial laid out in storyboard form.
Both print roughs and TV storyboards are discussed in the textbook. Creative concepts must be demonstrated
visually during the final project presentation. This part of the report and presentation must also include
suggested website content based on class and textbook discussion and determined through student research.
(4) A media plan written in paragraph form must be included in the final report, detailing specific media
vehicles for the traditional component plus a comprehensive social media platform (social media is required).
Other types of media (e.g., out-of-home) should be considered when designing the comprehensive media mix.
Plans for drawing visitors to the organization’s website must also be described, in addition to how that website
will interact or function with social media. Students are required to visually display their media plans using the
graphical style (i.e., flowchart) highlighted in the textbook.
(5) Students must also describe how their advertising plan integrates (fits) with the other elements of the
promotion mix (i.e., public relations, sales promotions, and personal selling). Detailing legitimate methods for
generating positive Word-of-Mouth (WOM) will improve the student’s grade. Use the basic principles of
Integrated Marketing Communication (IMC) discussed in our textbook to guide this section of the written report
and presentation.
(6) Finally, students must outline their plan for how to evaluate the success (or failure) of the IMC campaign
being proposed, including the budget dedicated to this portion of the campaign. This must include specific,
measurable objectives as discussed in class and the textbook.
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