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A maximum of 7-8 students will create an IMC agency that will develop a strategic communications plan and apply

what they have learned in class to a “real world” brand. Emphasis in the course is on the development of various

campaign components. The major assignment is preparation of a professional-style communications campaign

and plan book.

Agency Charge:

Each Ad Agency will be designated a client (industry partner), with a brief description of that client’s agency

charge. To access your Ad Agency’s Agency Charge, please go to Canvas – Discussions – click on – Ad Agency

Communication. There, you will have access to your Ad Agency’s Communication Forum.

• Project Scope Meeting – Meeting between students and client to confirm: project scope, communication
styles, and important dates.

• Midway Check In – Meeting between students and client to ensure that progress is on track halfway
through completion.

• Final Submission – Ad Agency to submit final campaign book (see syllabus for details).

• Feedback Provided – from client and instructor.

Teamwork

You will have to work on a team. No individual projects will be accepted. At the end of the semester, your peers

will decide a significant part of your project grade. So, it is a very good idea to be an active part of your team from

day one. The instructor can help if there are major conflicts among the team members, but it is strongly

encouraged that you solve all problems internally.

Format

Please review page 6 of your syllabus for specific layout details. The final campaign book must be in APA style

format.

Note: It is encouraged to create advertisements, layouts or any other creative materials, if your team is able to do

so. However, if your team is unable to, then detailed descriptions of visual concepts or copy are satisfactory

materials to present.

Campaign Book Instructions

Description:

Milestones

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Evaluation: Campaign Book

The final project is worth (50%) 500 points toward your final grade in this course.

Critical Thinking

(Assesses content, research, analysis, application of findings, etc.)

Criteria (%) points awarded

All campaign elements are included (10%) 50 points

• Title page with names and titles of team members
• Table of contents
• Executive summary
• Situation analysis
• Research (primary and secondary)
• Findings and implications
• Objectives
• Target audiences
• Strategies
• Tactics
• Creative execution
• Media plan
• Implementation schedule
• Budget
• Evaluation
• Appendix
Research and information-gathering skills (20%) 100 points

• The situation analysis addresses both an organizational assessment and an
environmental scan.

• The SWOT accurately identifies each element.
• The research objectives are clear and appropriate.
• The primary research design and methodology were appropriate for the subject

matter.
• The sample is appropriately drawn and adequately documented.
• The sample is sufficient in size for the purpose of the project.
• Sources of data and information are credible and documented (where appropriate).
• The evaluation plan follows research and campaign objectives.
• The overall plan demonstrates students can conduct research and evaluate

information by methods appropriate to the communications professions in which
they work.

• Students were able to apply basic numerical and statistical concepts.

Analytical skills (20%) 100 points

• The findings are specific and valid.
• All findings are clearly supported by research.
• The implications of the research are explained and interpreted.
• The analysis of the research is thorough and clearly flows from the findings.
• The analysis demonstrates that the students think critically, creatively and

independently.
• The target audiences are complete and appropriate and stem from the research.
• The communications strategy is appropriate and flows from the research.

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Critical Thinking (continued)

(Assesses content: research, analysis, application of findings, etc.)

Criteria Points awarded

Problem-solving skills (10%) 50 points

• The plan has a stated overall campaign strategy (the big idea).
• The “big idea” will resonate with the target audience and the client.
• Recommendations contain appropriate and realistic integrated

communications strategies.
• The media strategy identifies vehicles that are effective in reaching the

target audience(s) identified.
• The creative strategy is supported by research and/or addresses key

challenges posed by the client or the findings.
• The goals and objectives are appropriate and measurable.
Implementation and execution skills (20%) 100 points

• The creative brief was concise and well executed.
• The tactics are realistic, well integrated, and indicate good use of the IMC

mix.
• The copy and messaging are likely to resonate with the target market.
• The creative treatment follows good design and visual principles.
• The media plan indicates integration of traditional and non-traditional

media outlets, including new media.
• The plan, as suggested, stayed within the client budget.
• The budget provided a thorough breakdown of costs and expenses.
• The implementation schedule outlined all activities in a realistic timeframe.
• The students demonstrated they understand concepts and are able to

apply theories in the use and presentation of images and information.

Written Communication

(Mechanics of the organization, writing and presentation of the paper)

Criteria Points awarded

Format and organization (10%) 50 points

• The plan is organized in a logical sequence.
• The executive summary is complete and concise.
• The plan provides enough support material/documentation to support

recommendations.
• The plan is formatted and packaged professionally.
Writing quality (10%) 50 points

• The paper is written in acceptable AP or APA style.
• The paper contains a reference list and appropriate/consistent in-text

citations (if appropriate).
• The paper uses the vernacular of the profession.

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Deductions from Content Grade

Criteria Deductions

Total

Deductions

There are no errors in spelling, grammar, punctuation,
capitalization, sentence structure, style, fact, and omission. The
document is free of packaging and production errors such as
margin and column alignments.

0-2 errors 0

3-5 errors 10

6-8 errors 20

9-11 errors 30

12-14 errors 40/fail

TOTAL SCORE

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