Integrated Marketing Communications (IMC)
IMC is the coordination of various promotional elements and other marketing activities that communicate with a firm's customers. An IMC Plan is a document that provides the framework for developing, implementing, and controlling an organization's integrated marketing communications program.
IMC Project Presentation
In my Integrated Marketing Communications course, at James Madison University, I was tasked with completing an IMC plan for the class client as part of a team of 5. The objective of the project was to a marketing framework for our client, who had no pre-existing IMC plan.
The Client - Mercy House
The Mercy House is a nationally recognized nonprofit 501(c) that serves homeless families in the Harrisonburg VA community. The organization sustains itself through sponsorships, donations, and fundraising through sales form its thrift stores.
IMC Project Team
The Challenge of the Project
The challenges of this project derived from the type of marketing plan for this project, an integrative marketing plan. This meant the size of the project was large and much of the project tasks required the team to combine its efforts for individual sections of the project. On top of that, parts of the project were due as class assignments on a weekly basis. We tackles this challenge by communicating effectively and having a regimented schedule for meeting to finalize assignments.
My Contributions
The part of the project that I was individually responsible for was the digital marketing plan and its deliverables. I recommended that Mercy House should update their website and begin to use email marketing to accomplish their goals: increase donations and fundraising. After reviewing their initial website, I created a redesigned website with important changes that would benefit their search engine optimization and user experience, like including a slide show of items available for purchase at their thrift stores. In addition, I included a email sign-up form on the new website to collect leads for their email marketing.