Assignment: Communicate the Value
Communicate the Value: Integrated Marketing Communications Brief
Please select a brand that has a brand problem. For example, recent player legal troubles
have been a problem for the NFL brand. Another example is the Bonefish Grill, the
country’s second largest seafood chain after Red Lobster. Although their check average is
more than $3.00 less than Red Lobster, many consumers see that brand as “expensive”.
You job is to develop an IMC brief. This deliverable will be used to instruct an external
company that will be hired to develop an integrated marketing communications (IMC)
campaign for your company. Your deliverable will be presented in four to five page
paper and will follow APA6 formatting guidelines including a cover page and reference
page (Those two pages are included in the page count. Therefore, only two to three pages
of actual content is needed).
The brief should be a concise word document that answers each of these questions. Make
sure to answer each question as the information is critical to help guide the creative team
that will formulate the IMC campaign.
Why are we developing a new IMC campaign?
What is the problem?
What is our objective (quantified)?
Who is the target customer?
Who are we trying to reach? What are the characteristics of the target market?
What is the message?
How does our target currently perceive us?
How would we like the target to perceive us?
What is the most persuasive idea we want to convey?
What creative guidelines do we have to consider (e.g., logo, font, corporate
When will the message be delivered?
What timeframe are we looking at for development and delivery?
Where will the message be delivered?
Which media will provide the most effective communications mix?
How much will it cost?
Week 6 Grading
Grammar and spelling
Document is well-written with proper grammar and no
Follows week six assignment guidelines and APA
Document is well organized in a logical sequence of ideas
covering all the necessary sections
Relevant and high quality data and ideas presented as a
result of careful analysis and creative interpretation,
manifesting in a practical plan that could be implemented
A quality paper will meet or exceed all of the above