INDIVIUAL STUDENT ASSIGNMENT
Assess an organizations OVERALL integrated marketing strategy for a single campaign: (Examples of a Marketing Campaign include 1. Snickers chocolate bar: You are not you when you are hungry.  Ex 2. Red Bull energy drink: Red Bull gives you wings. Ex 3. Benetton Clothing Apparel: United Colors of Benetton, Ex 4. Chic-Fil-A Cows Campaign entitled EAT MORE CHICKEN, or TACO BELLs Make a run to the border campaign.
Note that a campaign has a specific START date and an END date. A start date may be the first day of the New Year, a specific one-time event like the Super Bowl or Valentines Day, a season start date such as the unofficial start of the summer time season being Memorial Day weekend or leading up to the release of a new blockbuster movie such as Black Panther, X-Men, etc. or a fashion show that kicks off the Fall fashion season.
A campaign also has a specific END date. You need to assess the effectiveness of the campaign using specific measurable criteria such as an increase in sales, or awareness of your brand/product in your target segment, number of ticket sales to your show/movie, event.
The paper is due to be handed in our SIXTH week of class (SEPTEMBER 30th, 2019).
Write a 5-page MINIMUM paper (8-1/2 x 11 size, double-spaced, single side of page Times New Roman 12-point font with one (1) Inch borders on all sides.  Include a cover page (not included in the total page count) and cover page contain the following information: your topic, the student name, professor name, the course number and title, and the date. All papers must be stapled and all pages must be numbered. Also you should include a section called Appendices at the end in which you include examples of the marketing tools used in the campaign such as outdoor/billboards, stadium signs, social media pages, direct mail, email, the organizations website, magazine & newspaper ads, etc. Every example you show in your appendix section should be labelled to describe what the source is/where the marketing example was taken from.
Assessment will cover an existing organization (a for-profit, non-profit or Government Agency that you respects overall integrated marketing communications strategy.  Note that the MINIMUM permissible length is FIVE pages, but you can (and SHOULD) go over if the material you include warrants a further analysis.  The paper must be handed in in class, include a cover page, and be stapled.  You will address/discuss ALL of the following topics as separate sections within your paper:
What marketing communications strategies do they use?  For example, print, broadcast, outdoor, transit, mall, subway, billboard, viral, social media, Interactive, online forums, broadcast advertising (TV and radio), email marketing, other?
Integrated Marketing Communications is the combination of a number of different marketing messaging vehicles (both online and offline) that an organization utilizes to promote its products and services in one SINGLE campaign. Therefore, in this paper you will critically assess how the organization you are researching uses different marketing mediums / channels to interact with, engage, survey, communicate with for the duration of the campaign. This will be especially critical for you in your assessment of the online (social media) tools the organization uses to market in this campaign.
Who is their target segment(s) specifically? Be SPECIFIC. For example: LGBTQ college-enrolled (full-time) males of color between the ages of 18-25.
How does their marketing communications support the sales and strategic business goals of the organization?
What are the key message points/details that the organization is attempting to convey?
Does it help generate sales from existing customers, obtain new clients, educate its market about a new product or service?
What distinguishes them/sets them apart from their competition in their industry?
What is their unique selling/value proposition?
Show specific examples including but not limited to: print advertisements, outdoor (out-of-home) advertising, social media pages, company website(s), viral campaigns, emails, direct mail, stadium signage, transit advertising, etc. These should be included at the end of your paper as appendices, and NOT counted towards your 5-page total.  I expect specifics!  Example: It is NOT sufficient to say they use posters outdoor. Tell if the outdoor (out-of-home) messaging they used during the campaign is transit, Mall kiosks, subway stations, sports arenas, stadiums, street billboards, highway signs, people dressed in costumes standing in front of their place of business.  ANDtell me exactly WHERE the outdoor advertising was placed.

Assignment Paper Format:

1. Table of Contents: Mandatory and proper format is expected.
2. Cover Page: Name of topic/organization researched, your name, course, date,
Professor name.
3. Introduction: In the context of this class, introducing the organizations overall marketing strategy.
4. BODY (Analysis): All the supporting documentation including specific detailed analysis of that organizations marketing strategy, past and present campaigns, which marketing tools it leverages, and past success/failure from its marketing efforts in helping the organization to achieve its short and long-term strategic goals.  You will use section headers to identify the different campaigns, marketing tools, etc. that you discuss.
5. Conclusion: Based on your research findings, whether the organization has been successful or NOT in achieving its goals. The conclusion should result logically from the findings you discuss in the body of your paper.
6. References: If you list your footnotes as END Notes, they should appear after your papers conclusion.
7. Works Cited: A bibliography of resources you used.
8. Appendices: Examples of all the organizations marketing activities including but not limited to: print ads, emails, coupons, social media pages, website, outdoor transit, billboard ads, etc.
NOTE: For purposes of writing this paper it is critical that you understand a marketing campaign consists of the following components:
A marketing communications CAMPAIGN consists of the following elements:
1. Theme. (Ex. Youre Not YOU When Youre Hungry. - SNICKERS)
2. Start/End Dates for this specific single marketing campaign.
3. Target Segment(s) they are marketing their product/service to.
4. Budget: The amount of money they have allocated to spend in total for this single campaign.
5. The CREATIVE which encompasses: key messaging, visuals, thematic depictions.
The stylistic approach taken by the organization to convey its messaging.
6. Marketing Mix elements used (Ex. Print ads, radio ads, outdoor/transit, email, etc.)
7. Market(s) the campaign is conducted in.  Geographic market being covered by the campaign (Ex. The United States, New York City, Japan, etc.)
8. Goals: must include tangible, specific numbers/be quantifiable/measured. Ex. As a result of the campaign, the organization was able to increase sales of Snicker bars in the market the advertising campaign ran by 10%, they were able to sign up 30,000 new subscribers to its online Amazon Prime service, etc.
9. RESULTS ACHIEVED.  What were the outcomes achieved, as a direct result of the campaign? Examples might include but are not limited to: an increase in sales, higher level of awareness of the product/service in your target segment, # of people pre-registered, advance sales made, trial offers extended, etc.

How to create a Table of Contents (TOC) for your research paper:
1. Write your research paper.
2. Go back to each Section in your paper (Ex. Introduction, Company History, Appendices, Marketing Campaign, Sales, Footnotes, works Cited, etc.) and convert/change the type format for your Section Header Names from NORMAL copy/type to HEADING type/font.  Heres how you do that:
a. Highlight each section header name one at a time; and
b. Select/change the type format/style to HEADING 1.
3. Go to the very beginning of document (just after your Cover page) and before your first section (you might have called that first section Introduction, company overview, company history, etc.) and Insert your TOC.  Heres how you do that:
a. Click on the REFERENCES tab;
b. Click on the TOC drop-down menu;
c. Select your preferred style/design for the layout.
d. Apply that style for y our TOC design.
4. If you change/add/delete sections, you only need to update the TOC, not re-create it. Heres how you do that:
a. After you make any/all changes to the body of your paper;
b. Go back to the References tab, and click on/select Update Table button; and
c. Choose Update Entire Table.