This project involved creating a comprehensive 12-month Integrated Marketing Communications (IMC) plan for Union Restaurant & Gameyard. The full written plan, with the help of my teammates, includes an extensive document covering every aspect of the strategy, from the Situational Analysis (Company SWOT, Audience Analysis, Competitive SWOT, and Brand Analysis) to the Brand Brief, Strategic Implications, Communication Objectives, and Multi-Touchpoint Brand Communications Strategy. It also detailed the seven campaign flights and a Performance and Evaluation Plan. To complement the full IMC plan, I designed this pitch deck and added my creative specs to provide a concise, engaging summary, highlighting key insights, strategies, and deliverables to communicate the vision and objectives of the campaign effectively.
This brand brief establishes the strategic foundation for the IMC plan, guiding all creative and marketing efforts. It ensures consistency and alignment by defining the brand’s identity, audience, and competitive edge, serving as a roadmap for achieving campaign objectives.
SPEC CREATIVES:
