Integrated Marketing Communications Case Study

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Integrated Marketing Communications Case Study

Professional Application

You are continuing to work with the same product or service you have been using throughout class and you’ll develop a creative strategy….New gourmet coffee shop is the service. 

Background:

I am choosing to pursue is opening a local gourmet coffee and snack shop. The idea is to focus on gourmet and specialty coffees such as lattes, mochas, cappuccinos, etc. using high-quality ingredients serving the highest quality coffee and snacks in a trendy, relaxed atmosphere. In addition to coffee, I intend to offer customers pastries, small salads and sandwiches which will use natural, locally sourced ingredients. Products will be available for consumption on the premises or available for takeout and take-home options for items such as coffee beans and merchandise. Merchandise will include items related to the business such as a variety of coffee cups, French presses, coasters, stationary, and apparel which will all bear the company logo and be part of the marketing plan.

Attached is the case assignment for additional background

Campaign Theme

  • Describe a campaign theme that can be applied to your product or service. Provide rationale for the theme based on decisions made in earlier assignments.

This section of the paper should be a half page in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

Traditional Media Ads (based on the choices made in this week’s case)

Develop the “creative” for two of the following: print, TV, radio, direct mail, outdoor. Describe the following.

  • Headline/Tag Line for ad. This must be original and written by you.
  • At least one paragraph of copy to the used in ad. This must be original and written by you.
  • Examples of visual or multimedia elements that you would like to see in the chosen ad. You do not have to create graphics; you can link to examples used by other companies.

This section of the paper should be 1 page in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

Electronic Media (based on the choices made in this week’s case)

Develop the “creative” for one electronic media campaign. Describe the following:

  • Headline/Tag Line for ad. This must be original and written by you.
  • At least one paragraph of copy to the used in ad. This must be original and written by you.
  • Examples of visual or multimedia elements that you would like to see in the chosen ad. You do not have to create graphics; you can link to examples used by other companies.

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