Integrated Marketing Communications Strategy

Project: Marketing Plan – Part 4: Integrated Marketing Communications Strategy

1. Identify the Target Audience
   • Before you create a strategic communication plan, you need to understand the target audience.
   • Use the target market information from the marketing strategy
2. Set the Communications Objectives
   • Use two or more of the marketing objectives found on page 587 of Marketing Management
   • Write the objectives to align with the strategic marketing goals.
3. Design the Communications
   • Your marketing communications should include: message strategy, creative strategy, and a message source.
   • Message strategy: What will you say? How will these messages create points-of-difference and/or points-of-parity?
   • Creative Strategy: How will you say it? Will you use informational or transformational appeals?
   • Message Source: Who should say it? Your sources should be rated using the following criteria: expertise, trustworthiness, and likability.
4. Select the Communication Channels
   • Will you use personal or nonpersonal communication channels?
   • Describe the channels for each marketing communication.
5. Reflection
   • How did this assignment help prepare you for greater responsibility?