Week 6

Assignment:
Communicate the Value

Communicate the Value: Brand Identity Prism and Integrated
Marketing Communications Brief

Please develop two deliverables
that would be used to instruct an external company that would be hired to
develop an integrated marketing communications (IMC) campaign for your company.
Please select a brand, and develop a brand identity prism and an IMC brief.
Your deliverables will be presented in two to four PowerPoint slides that
together amount to about 500–1,000 words. You will be developing a figure for
the brand identity prism.

1. Brand Identity Prism

Introduce your brand and work through a brand identity prism
as demonstrated in the Week 3 Lecture and below.

An example of the Polo brand identity prism is below.

2. IMC Brief

The
brief should be a concise document that answers these questions.This will 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 colors)?

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?