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MKT 229 Final Project Guidelines and Rubric
Overview
In today’s fast-paced society, integrated marketing communications (IMC) is the key to building authentic relationships with customers. IMC ensures that a cohesive message is being communicated to a company’s intended target audience as well as internal company stakeholders. Understanding how all marketing disciplines can work together to communicate a single, unified message will help you create an engaging experience for consumers while increasing marketing opportunities. IMC is not just the responsibility of the marketing department but a way to unite the company and create strategies that support company growth through organized, consistent, and cohesive messaging. For the final project, you will need to read the final project case study to understand how SNHU Pet Supply would like to use integrated marketing in a new campaign. The case study will provide you with data the company has compiled and any other information that you will need to complete a detailed analysis of the company’s current marketing strategies. You will then develop an integrated marketing communications plan that you would recommend to the company. Throughout the exercise, you will need to consider the company’s brand, messaging, and strategies that will support an integrated campaign, as well as how you will communicate that plan to internal and external stakeholders. The project is divided into three milestones, which will be submitted at various points throughout the course to build on learning experiences and ensure a quality final submission. Milestones will be submitted in Modules Two, Four, and Five. You will also complete a peer review discussion in Module Six as an opportunity to get feedback before you submit your final project in Module Seven. Note: Although worksheets will be provided for Milestones One and Two, these are intended to be used only as tools to help you get started. The final project itself should be submitted in essay format, as noted in the Guidelines for Submission section. In this assignment, you will demonstrate your mastery of the following course outcomes:
Develop strategic marketing plans aligned with organizational goals for supporting growth and promoting a cohesive brand
Develop appropriate communication strategies within the context of the professional marketing field for communicating a cohesive message to intended stakeholders
Discuss the use of key performance indicators (KPIs) across internal and external environments for communicating the performance of marketing campaigns
Recommend strategies and tactics that support an integrated marketing communications program for maximizing marketing opportunities
Apply industry-standard ethical and professional standards for supporting marketing decisions
Prompt
Based on the SNHU Pet Supply case study, develop an integrated marketing campaign that conveys how you will create a cohesive marketing message and communicate that message across three to five marketing channels as well as your strategy for communicating the message internally. Your integrated marketing campaign will also include strategies and tactics for marketing, and you will discuss what key performance indicators (KPIs) will be helpful to measure the success of your campaign. Specifically, the following critical elements must be addressed:
I. Background and Analysis: In this section, you will introduce your marketing campaign and its goals. You will also include a SWOT analysis and target market analysis in a table format and develop three to five SMART goals, listed in bulleted format.
A. Write a brief executive summary that introduces your integrated marketing plan to intended stakeholders. B. Describe the company’s history, background, and how they position themselves for determining areas for growth. C. Illustrate the company’s strengths, weaknesses, opportunities, and threats using a SWOT analysis. D. Determine how the audience is using media in a target market analysis that addresses media consumption behaviors of the intended audience. E. Create integrated marketing campaign SMART goals that build on information presented in the target market analysis and align to strategic
plans.
II. Creative Strategy Statement and Creative Brief: In this section, you will develop a one-sentence creative strategy statement and a creative brief that is organized in four to five questions with responses that indicate audience perceptions and areas of opportunity.
A. Develop the internally communicated creative strategy statement for informing the basis of the campaign’s external message. B. Develop a creative brief that communicates how the creative strategy statement will maximize marketing opportunities.
III. Strategies and Tactics: In this section, you will develop three to five key strategies across different marketing channels and discuss the tactics that will
support those strategies. List key strategies in bulleted format. A. Develop key strategies across different marketing channels that will inform your integrated marketing plan based on campaign goals, and
explain the strategy you will employ on each platform. B. Recommend specific integrated marketing tactics that support strategies identified in your SWOT analysis and target market analysis, and
explain your choices. C. Describe how your recommended tactics will be applied for maximizing marketing opportunities.
IV. Key Performance Indicators
A. Identify specific key performance indicators that you will use for determining the campaign’s success within each marketing channel recommended, and explain your choices.
B. Discuss how the identified key performance indicators will measure success of the campaign based on information from the target market analysis.
C. Develop a long-term strategy for communicating the performance of the marketing campaign to key stakeholders based on key performance indicators.
V. Ethical and Professional Practices
A. Identify American Marketing Association ethical and professional standards that apply to your integrated marketing campaign. B. Recommend strategies for ensuring compliance with industry-standard ethical and professional standards. C. Discuss state and government regulations that should be considered within your integrated marketing strategy for ensuring compliance with
industry-standard regulations.
VI. Conclusion: Explain to intended stakeholders how the company’s future marketing initiatives will benefit from an integrated marketing strategy based on the market and strategies recommended.
Milestones
Milestone One: Background and Analysis In Module Two, you will submit a completed worksheet that relates to the Background and Analysis section of your final project. Note that the worksheet is a tool to guide you as you begin generating ideas for your final project. In the final project, you will produce a cohesive integrated marketing plan that will be in essay format. This milestone will be graded with the Milestone One Rubric. Milestone Two: SMART Goals, Creative Strategy Statement, and Creative Brief In Module Four, you will submit a completed worksheet that relates to creating SMART goals and developing your creative strategy statement and creative brief. Note that the worksheet is a tool to guide you as you begin generating ideas for your final project. In the final project, you will produce a cohesive integrated marketing plan that will be in essay format. This milestone will be graded with the Milestone Two Rubric. Milestone Three: Key Performance Indicators In Module Five, you will submit the portion of your final project that outlines key performance indicators that you will use the measure the success of your integrated marketing campaign. This milestone will be graded with the Milestone Three Rubric. Final Submission: Integrated Marketing Communications Plan In Module Seven, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final project. It should reflect the incorporation of feedback gained throughout the course. Remember to include Sections V and VI, which are the only portions that are not addressed in milestones. This submission will be graded with the Final Project Rubric.
Deliverables
Milestone Deliverable Module Due Grading
One Background and Analysis Two Graded separately; Milestone One Rubric
Two SMART Goals, Creative Strategy Statement, and Creative Brief
Four Graded separately; Milestone Two Rubric
Three Key Performance Indicators Five Graded separately; Milestone Three Rubric
Final Submission: Integrated Marketing Communications Plan
Seven Graded separately; Final Project Rubric
Final Project Rubric
Guidelines for Submission: Your integrated marketing communications plan should be 5 to 7 pages in length (in addition to a cover page and references) and should follow APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. Sources should be cited according to APA style.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Background and Analysis: Executive
Summary
Meets “Proficient” criteria, and executive summary makes cogent connections between ideas proposed
Writes a brief executive summary that introduces integrated marketing plan to intended stakeholders
Writes an executive summary that introduces integrated marketing plan, but summary is verbose or cursory
Does not write an executive summary that introduces integrated marketing plan to intended stakeholders
5.79
Background and Analysis: Company’s History, Background,
and Position
Meets “Proficient” criteria, and description communicates a unique perspective on the company’s history and background and how they position themselves for determining areas for growth
Describes the company’s history, background, and how they position themselves for determining areas for growth
Describes the company’s history, background, and how they position themselves for determining areas for growth, but description is cursory or contains inaccuracies
Does not describe the company’s history, background, or how they position themselves for determining areas for growth
5.79
Background and Analysis: SWOT
Analysis
Meets “Proficient” criteria, and information presented in SWOT analysis demonstrates a complex awareness of strengths, opportunities, weaknesses, and threats
Illustrates the company’s strengths, weaknesses, opportunities, and threats using a SWOT analysis
Illustrates the company’s strengths, weaknesses, opportunities, and threats using a SWOT analysis, but information presented is missing key elements or contains inaccuracies
Does not illustrate the company’s strengths, weaknesses, opportunities, and threats using a SWOT analysis
5.79
Background and Analysis: Target Market Analysis
Meets “Proficient” criteria, and analysis shows sophisticated awareness of media consumption behaviors of target markets
Determines how the audience is using media in target market analysis that addresses media consumption behaviors of the intended audience
Determines how the audience is using media in a target market analysis, but information presented is cursory or lacks detail
Does not determine how the audience is using media in a target market analysis
5.79
Background and Analysis: SMART
Goals
Meets “Proficient” criteria, and SMART goals make cogent connections between target market analysis, strategic plans, and campaign goals
Creates integrated marketing campaign SMART goals that build on information presented in the target market analysis and align to strategic plans
Creates integrated marketing campaign SMART goals, but goals are missing key elements or are illogical
Does not create integrated marketing campaign SMART goals
5.79
Creative Strategy Statement and Creative Brief:
Creative Strategy Statement
Meets “Proficient” criteria, and creative strategy statement demonstrates expertly applied communication of the campaign’s message
Develops the internally communicated creative strategy statement for informing the basis of the campaign’s external message
Develops the internally communicated creative strategy statement, but the creative strategy statement is illogical in the context of the campaign or for internal communication
Does not develop the internally communicated creative strategy statement
5.79
Creative Strategy Statement and
Creative Brief: Brief
Meets “Proficient” criteria and demonstrates keen insight into how the creative brief will maximize marketing opportunities
Develops a creative brief that communicates how the creative strategy statement will maximize marketing opportunities
Develops a creative brief, but communication of how the creative strategy statement will maximize marketing opportunities is cursory or illogical
Does not develop a creative brief
5.79
Strategies and Tactics: Key Strategies
Meets “Proficient” criteria, and explanation of strategy demonstrates a sophisticated understanding of strategies across different marketing channels
Develops key strategies across different marketing channels that will inform integrated marketing plan based on campaign goals, and explains the strategy employed on each platform
Develops key strategies that will inform integrated marketing campaign, but strategies are missing key elements or explanation is cursory or illogical
Does not develop key strategies 5.79
Strategies and Tactics: Integrated Marketing
Tactics
Meets “Proficient” criteria, and recommendations demonstrate cogent connections between tactics and strategies identified in SWOT analysis and target market analysis
Recommends specific integrated marketing tactics that support strategies identified in SWOT analysis and target market analysis and explains choices
Recommends specific integrated marketing tactics and explains choices, but explanation is illogical, contains inaccuracies, or is cursory
Does not recommend specific integrated marketing tactics that support strategies
5.79
Strategies and Tactics: Tactics Applied
Meets “Proficient” criteria, and description of how recommended tactics will be applied demonstrates exceptional insight into marketing opportunities
Describes how recommended tactics will be applied for maximizing marketing opportunities
Describes how recommended tactics will be applied for maximizing marketing opportunities, but response is cursory or illogical
Does not describe how tactics will be applied for maximizing marketing opportunities
5.79
Key Performance Indicators: Identify Key Performance
Indicators
Meets “Proficient” criteria, and explanation demonstrates in- depth knowledge of marketing channels and key performance indicators
Identifies specific key performance indicators that will be used for determining the campaign’s success within each marketing channel recommended and explains choices
Identifies specific key performance indicators that will be used for determining the campaign’s success within each marketing channel and explains choices, but explanation is cursory or illogical
Does not identify key performance indicators for determining the campaign’s success
5.79
Key Performance Indicators: Measure
Success
Meets “Proficient” criteria, and discussion makes cogent connections between key performance indicators and information from target market analysis
Discusses how the identified key performance indicators will measure the success of the campaign based on information from the target market analysis
Discusses how the identified key performance indicators will measure the success of the campaign, but explanation is cursory or illogical
Does not discuss how the identified key performance indicators will measure the success of the campaign
5.79
Key Performance Indicators:
Communicating Performance
Meets “Proficient” criteria, and long-term strategy shows exceptional insight into key performance indicators
Develops a long-term strategy for communicating the performance of the marketing campaign to key stakeholders based on key performance indicators
Develops a long-term strategy for communicating the performance of the marketing campaign to key stakeholders, but strategy is not based on key performance indicators or is cursory or illogical
Does not develop a long-term strategy for communicating the performance of the marketing campaign to key stakeholders
5.79
Ethical and Professional Practices: American Marketing
Association
Meets “Proficient” criteria, and the American Marketing Association ethical and professional standards identified make cogent connections within integrated marketing campaign
Identifies American Marketing Association ethical and professional standards that apply to integrated marketing campaign
Identifies American Marketing Association ethical and professional standards, but application to integrated marketing campaign is illogical
Does not identify American Marketing Association ethical and professional standards that apply to integrated marketing campaign
5.79
Ethical and Professional Practices: Ensuring Compliance
Meets “Proficient” criteria, and strategies recommended demonstrate a nuanced understanding of industry- standard ethical and professional standards
Recommends strategies for ensuring compliance with industry-standard ethical and professional standards
Recommends strategies for ensuring compliance with industry-standard ethical and professional standards, but strategies recommended are cursory or illogical
Does not recommend strategies for ensuring compliance with industry-standard ethical and professional standards
5.79
Ethical and Professional Practices:
State and Government Regulations
Meets “Proficient” criteria and makes cogent connections between state and government regulations and considerations for integrated marketing strategy
Discusses state and government regulations that should be considered within integrated marketing strategy for ensuring compliance with industry- standard regulations
Discusses state and government regulations that should be considered, but discussion of the connection to integrated marketing campaign is cursory or illogical
Does not discuss state and government regulations that should be considered for ensuring compliance with industry-standard regulations
5.79
Conclusion: Integrated Marketing
Strategy
Meets “Proficient” criteria, and explanation demonstrates a sophisticated awareness of integrated marketing strategy and the market
Explains to intended stakeholders how the company’s future marketing initiatives will benefit from an integrated marketing strategy based on the market and strategies recommended
Explains to intended stakeholders how the company’s future marketing initiatives will benefit from an integrated marketing strategy, but explanation is cursory or illogical
Does not explain to intended stakeholders how the company’s future marketing initiatives will benefit from an integrated marketing strategy
5.79
Articulation of Response
Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy to read format
Submission has no major errors related to citations, grammar, spelling, syntax, or organization
Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas
1.57
Total 100%