Please include table of contents and number each page accordingly.
SECTION 1 – Issue Review Summary
• What was the issue/challenge or opportunity?
• Why did you choose this company and what did you hope to learn from this
issue/challenge or opportunity analysis?
• State the organization’s Mission
• What is the main business of this company?
• Who are their competitors?
• Target audience of the business/organization?
SECTION 2 – Opportunity/Issue Analysis
• Why is this opportunity important for the company or organization’s business?
What is the upside for the organization?
• What are the possible risks of implementing an IMC campaign to support this
opportunity?
• What is the possible risk to the business/organization due to the issue you are
analyzing? Include potential short term (6-12 months) or long term (1-3-5-year
impacts)?
• SWOT Analysis of company/organization and the issue/opportunity you are
reviewing for this project.
SECTION 3 – IMC Response/Strategy Analysis
Review their press materials and any additional information available generally across
all media (including all of the company/organization social media platforms) regarding
this specific situation/topic.
• After analyzing their press materials, public statements and IMC efforts, do you
think they are being true to their mission? If not, how could this hurt their IMC
strategies and efforts?
• What were their key messages? Share at least three examples of their use of
their key messages.
• Research and provide at least five examples the business/organization used with
the information provided from these press kit materials. Did you think their
materials are effective? Why/Why not?
• Who was their spokesperson/spokespeople? Briefly describe this person’s
background and define whether they are a subject/matter expert (why), an IMC
expert (why) or both?
• List the IMC strategies used by this business/organization to deal with this issue
or pursue the opportunity.
SECTION 4 – Analysis/Recommendations/Summary
Analyze whether you think they were effective.
• Were their IMC efforts successful? How did you measure their success?
• What would you improve or recommend for their IMC efforts on this issue?
• What do you think was their most effective strategy and why do you think this
was so effective?
• What did you learn from studying and analyzing their IMC strategies and
campaign?
• Summarize the success, missed opportunities and or failures of this company’s
IMC efforts
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