In this section you need to provide details on the delivery and integration of the chosen communication tools into a single homogeneous solution, distinguishing between ‘push’ and ‘pull’ needs. Clear time lines for both individual delivery by chosen tool and the overall campaign must be defined, along with the costs of deploying the selected media. An overall budget and time line must be provided, along with its justification. The financial implications of the campaign must be estimated. This section will be different for each project as each projects needs to address specific and individual issues and objectives.
In essence the detail of the IMC implementation plan needs to be documented, exploring the cost and time implications.
The Campaign Delivery Recommendations
By now, you should have decided upon which communication tools will be used and why. You need to decide on the extent to which each one will be used, in terms of reach, frequency and cost. This needs to be planned and shown in time sequence for the timescale of the campaign. A cohesive and integrated communications strategy should be delivered by a programme that meets all the diverse objectives and needs of stakeholders.
Each IMC project will be very different at this stage, as each need to follow through the strategy planned in part a & b above.
There is no checklist for tools that need to be included – the tools need to be appropriate for the planned strategy.
The Campaign Budget
The resultant budget needs to be related to the financial situation of the organisation/ brand. Is it realistic and robust enough for the recommendation outlined? Are solutions both effective and efficient?
The acid test question is “Can you persuade the Board of Directors to sign off the funds?
Details of the revised performance of the organisation need to be detailed and compared with your estimates of current spend
The Campaign Timelines
A detailed and integrated time line should be presented for all elements of the campaign.