An IMC plan

Covers all the different ways that a business or organization communicates

about itself, its products or its services to the world. It integrates marketing,
advertising, promotion, public relations and communication (both offline and
online) strategies and tactics. It provides the roadmap for an organization to
deliver messages to, and interact with, target markets and publics. An IMC plan
can be developed for an entire business, a new product or service launch, an
event, or a specific program.
It starts with
Research into the business mission, corporate goals, reputation and branding
equity to ensure the plan fits with the overall business strategy. Identified target
markets and publics, and the competition are explored. Strategies and specific
tactics are then recommended.
These can range from a suggested change in logo to specific recommendations
for what:

markets and publics to target,

messaging to develop,

advertising and promotions to launch, and

Public relations activities to implement.

A proposed budget is included.

An IMC plan ensures an organizations

Message is consistent across all platforms (which strengthens the

message and image)

Budget is supported with appropriate research

Components of an IMC plan: