IMC Plan Outline

1. Executive Summary
2. Problem Statement
3. Situation Analysis
a. SWOT

                                                               i.      Strengths of the organization

                                                             ii.      Weaknesses of the organization

                                                            iii.      Opportunities in the environment (e.g., demographics, political,    

          legal, technological, social, cultural, economic, ecological)

                                                           iv.      Threats in the environment (same list as #3 above)

b. Market and Consumer Behavior Analysis

c. Competitive Analysis
d. Product Analysis
4. Target Market(s) and Audience(s)       
5. Objectives

b. Marketing objectives
c. IMC objectives
d. Media objectives
2. Strategies and programs

b. Marketing strategies
c. IMC strategies and programs

                                                               i.      Elements of the IMC mix

                                                             ii.      Copy platform

                                                            iii.      Creative strategies and executions

c. Media strategies
7. Evaluation (pre- and/or post-testing of efforts)
8. Budget (< $1000)
9. Appendices

c. Research
                  b.  Creative execution (e.g., storyboards, media kits, videos, websites)