AMC542 Integrated Marketing Communications Report Sample

AMC542 Integrated Marketing Communications

Assignment Brief

The IMC plan (including creative brief, ideation, development and final executions but excluding appendices) should be notionally equivalent to 3,000 words (+/- 10%). The critical reflective narrative should be 1,000 words (+/- 10%).

Task

In the case of referrals re-write your initial assignment using the guidance given on specific areas for improvement in the light of the original submission.

PART 1: IMC Plan (notionally equivalent to 3,000 words +/- 10%) – core elements:

SECTION 1 [suggested word count for Section 1: 1,500 words]

• Background of the client

• Three SMART marketing communications objectives (with justification)

• Identification of the target audience for the IMC campaign (based on research)

• Desired response of the target audience upon being exposed to the IMC campaign

• A defined proposition that focuses the IMC campaign

• A justification for why the client and target audience should believe the proposition (this is known as substantiation)

• Tone of voice for the IMC campaign

• Requirements of the IMC campaign (e.g., channels, platforms and/or activities that the client has specified)

• Details of things that must be avoided or included in the IMC campaign (known as “mandatories”), such as using specific branding, or avoiding particular language or imagery

SECTION 2

• Ideation and creative developmental work

• An explanation of the value proposition

• Demonstrable understanding of brand identity through campaign artefacts

• A timeline for campaign rollout

• Prototyping and testing

SECTION 3

• Final creative executions (comprising at least three digital artefacts driven and linked by clear integrated campaign objectives). Indicative examples of campaign ‘artefacts’ are as follows: social media advert / video or detailed storyboard, TV / cinema advert or detailed storyboard, radio advert / podcast or script, blog posts, visual elements associated with a PR campaign, design for mural, direct marketing materials, mobile marketing materials, sales promotion materials, app or design concepts / prototypes, website or design concepts / prototypes.

PART 2: Critical reflective narrative (1,000 words +/- 10%)

• Critical reflective narrative (applying reflective models to the module and your evaluation of how successful your work has been in meeting the creative brief) This is not meant to just be an account of events – it should be academically / critically engaged and justify your decision-making process with reference to your understanding of reflective practice, methodologies, IMC theories / models / strategy and practice, design Policy, Governance and Information thinking approaches, ideation techniques, creative software, conceptualization of audiences, cultural frameworks et al.

Obviously, this understanding should also be evident in the campaign plan, but the reflective narrative format will allow you to explain the decision-making process in greater depth and allow to reflect on your own development as a strategic creative practitioner

PART 3: References and Appendices (not included in word count)

SECTION 1

• References (these apply to both the IMC plan and the critical reflective narrative)

SECTION 2

• Appendices [the appendices are not included in the word count – please make full use of them to avoid overloading the IMC plan and the critical reflective narrative] (indicative content: example of questionnaire, questionnaire results, interview questions, interview transcripts, content analysis coding, content analysis results, discourse analysis, discourse analysis results, observation reports, competitor analyses, semiotic analyses, additional empathy maps and personas, additional.

Solutions

PART 1: IMC Plan

SECTION 1:

1.1 Background of the client

Heineken, the world-famous Dutch beer brand, was founded by Gerard Adriaan Heineken in 1864. It has expanded over the years to become one of the largest breweries in the world, selling its products in almost 192 countries (Theheinekencompany.com, 2023). The company's green bottles and signature brew, Heineken Lager, symbolise excellence and pleasure worldwide. Heineken has grown its portfolio to include a broad variety of beer and cider brands, responding to the interests of a wide spectrum of customers. The firm is well-established in both established and developing countries, giving it excellent access to a broad range of beer drinkers throughout the globe (Theheinekencompany.com, 2023).

Heineken is widely regarded as a marketing powerhouse due to the success of its creative advertising campaigns and key alliances with other companies. However, the corporation has had troubles in the past, including racial controversy (Chokshi, 2019). Hence, it is important to take preventative efforts to deal with these problems and promote a diverse and inclusive workplace. Therefore, the current report mainly focuses on developing an IMC for the company to improve its brand image.

1.2 Three SMART marketing communications objectives (with justification)

The company’s new IMC campaign will be: “Embrace Unity: Brew for Change”. Based on the campaign, the below table develops SMART objectives for the company:

Justification: Heineken faced criticism for its one advertisement in 2018. Critiques claimed that the advertisement poked racism, and for this controversy, the company has been forced to stop the ad (Chokshi, 2019). Therefore, the above objectives are also made to improve the company's brand image. Increasing brand inclusivity will be a crucial objective for the company in addressing the racism problem, and rebuilding trust require this goal. Heineken can show its commitment to equality, attract more customers, and stand out by encouraging diversity (Trianto et al. 2021). Improving brand impression of inclusion can improve brand image and customer loyalty and align with socially aware customers. Heineken's inclusion is shown via participation in various groups. The organisation may form relationships, acquire community support, and create great word-of-mouth by sponsoring diversity programmes and events. This goal increases brand relevance, long-term partnerships, and diversified community loyalty (Santos et al. 2022). Heineken can improve work culture, morale, and production by prioritising employee inclusiveness. ERGs and training foster employee well-being, minimise attrition, and attract top talent for MBA assignment expert. Employee happiness and a feeling of belonging lead to brand champions who share the company's ideals of inclusion (Okumus et al. 2020).

1.3 Identification of the target audience for the IMC campaign

Individuals aged 18-44 who are varied and cherish equality, respect, and unity should make up most of the target audience for the "Embrace Unity: Brew for Change" IMC campaign. According to Statista, the following is the Mean number of alcohol units consumed per week in England in 2021, by gender and age in the UK.

Figure 1: Alcohol units consumed per week in England in 2021
(Source: Statista.com, 2021)

Moreover, according to studies, members in the 18-44 age group are on the lookout for companies that share their beliefs and support charitable initiatives. They make purchases with a social conscience and value diversity and inclusion (Maulana et al. 2021). The campaign should also include Heineken's internal workforce to instil a feeling of community further and reaffirm the company's commitment to diversity and inclusion. Restoring faith, gaining new consumers, and strengthening brand loyalty depends on pinpointing and appealing to this demographic.

1.4 Desired response of the target audience upon exposure to the IMC campaign

The campaign will seek to elicit certain responses from its target audience. The goal is for the intended consumers to have a more favourable opinion of Heineken, seeing it as a brand that values and supports diversity, equality, and social development. The brand's beliefs and mission should resonate with them deeply and personally (Bonell et al. 2020). The campaign's goal is to make people feel something, whether it is sympathy, motivation, or solidarity.

Moreover, the target audience should feel motivated to support Heineken and become brand champions to disseminate the message of inclusion and equality. The campaign will call on the audience to participate in online debates, share their own experiences, and spread the word using the designated hashtags (Şentürk, 2021). They need confidence that they can make a difference by joining the movement. Customers' continued preference for Heineken's goods over those of rivals depends on their perception that the company values diversity and equality and that the company reciprocates this conviction. The result can be that people will see Heineken as a company that values diversity and works to make the world a better place for all people (Green et al. 2019).

1.5 A defined proposition that focuses on the IMC campaign

The defined proposition can be: “Let's toast our common humanity and the variety that makes our planet so interesting by raising a glass together. Heineken is committed to diversity and inclusion, working to create a world in which everyone feels at home. Come along as we Brew for Change, raising our voices, funding projects, and building a future based on equality. Working together, we can change the world and provide an example of cooperation and harmony. Let's raise a glass to a more accepting future and Heineken, where differences are welcomed and appreciated.”

1.6 A Justification for the Proposition

The claims made by Heineken are supported by the company's actual policies and programmes that promote diversity and inclusion. The company policy should include diversity training for all employees, the formation of Employee Resource Groups, and collaborations with groups representing underrepresented communities (Iattici et al. 2020). These actions will show Heineken's commitment to promoting diversity and inclusion, as its previous advertisement faced huge criticism for poking racism and being forced to stop it. Heineken's 2018 campaign was accused of racism. "Lighter is Better," the commercial, showed a barman passing a bottle of Heineken Light beer through various persons of colour until reaching a lighter-skinned lady, hinting that lighter skin is better (Chokshi, 2019). Racially inappropriate and stereotyping, the commercial was criticised. Heineken apologised and removed the commercial, promising to reassess their creative processes to avoid future offences. Additionally, the campaign will focus on open communication, employee input, and community involvement, strengthening the brand's reputation. By showing these real-world initiatives, Heineken can lend credibility to its proposal and assure the client and the target audience that the company is actively trying to make the world more welcoming for everyone (Haug et al. 2020).

1.7 Tone of voice for the IMC campaign

For the IMC campaign, a welcoming, sympathetic, and motivating tone will be used. The tone of voice for the IMC campaign usually finds common ground between earnestness and optimism, communicating a serious desire to promote harmony and parity (Donlin, 2020). The tone will be kind and forgiving, but faults will be admitted, and the transformational potential of good change will be emphasised. The message will have an upbeat, optimistic tone, inspiring readers to take action and become a part of the solution. It will give them faith that change is possible and encourage them to embrace variety. The overarching goal of the voice is to elicit an emotional response and inspire serious participation and action.

1.8 Requirements of the IMC campaign

For this campaign, the company should use three major channels: TV, radio, and blog posts on social media platforms. These channels or media will help the company to reach a much more audience to show its content. The company must create a moving and eye-catching commercial that celebrates differences as strengths and promotes community (TSEGAYE, 2022). The commercial should demonstrate the company's dedication to creating a more accepting society via depictions of various cultures, cultural events, and touching moments of shared experience.

The radio spot should make people feel something and think about how they can help spread acceptance. Blog entries, articles, and videos that relate personal experiences advocate for diversity-focused initiatives and show how inclusion benefits everyone should make up the bulk of the material on social media channels like Facebook and Instagram (BEKURE, 2021). It can foster community involvement by promoting user-created content, conversations, and the usage of branded hashtags.

1.9 Details of things that must be avoided or included in the IMC campaign

Heineken's marketing and advertising will use the brand's signature emblem, colour palette, and typeface. The inclusiveness concept of the campaign will be reflected in the advertising and visual material by featuring people from a wide range of backgrounds, cultures, and races. The firm should avoid using any terminology that might be seen as discriminatory or derogatory in favour of uplifting language that encourages unity, respect, and equality (Rivandi, 2021).
Heineken's dedication to supporting diversity and inclusion will be reflected in all aspects of the campaign. This includes influencer partnerships, social media postings, and staff engagement events. As a global brand, Heineken is responsible for accurately representing the people and cultures it serves. It is responsible for ensuring that all material is used with the proper licences, is legally acceptable, and protects users' privacy (Chaurasiya and Chaudhary, n.d.). To reinforce the campaign's central goals and brand identity, it is important to keep the tone, visual style, and language consistent throughout all communication channels.

SECTION 2:

2.1 Ideation and creative developmental work

During the brainstorming meetings that make up the campaign's ideation and creative development work, it will aim for both powerful and inclusive concepts. The artists will ponder ideas highlighting the value of inclusion, cooperation, and progress. They will create storyboards, scripts, and graphics for TV ads, radio commercials, and social media material, emphasising authenticity, emotional engagement, and consistency with campaign goals (Parker et al. 2021). It will expand the scope of the campaign via strategic planning of collaborations with influencers and the identification of event sponsorship opportunities. To further promote an open and accepting environment at work, the team will also develop internal communication strategies, diversity training modules, and transparency reports. An engaging and unified campaign that encourages viewers to embrace unity and contribute to a more inclusive society will be developed via constant iteration and feedback (Alrajhi, 2023).

2.2 An explanation of the value proposition

Heineken's dedication to community building, tolerance, and diversity will be at the heart of the campaign's value proposition. The campaign will highlight the brand's commitment to building a more inclusive society via concrete actions, partnerships, and projects. Heineken will provide a compelling value proposition that appeals to socially aware customers looking for brands that connect with their values and actively contribute to positive change by actively interacting with different groups, elevating voices, and supporting inclusive initiatives (BEKURE, 2021).

2.3 Demonstrable understanding of brand identity through campaign artefacts

All campaign materials will reflect an in-depth familiarity with the Heineken brand. The TV commercials, radio advertisements, and social media blog posts will reflect the brand's inclusiveness, unity, and respect. All campaign materials will adhere to Heineken's brand guidelines, which include a unified use of the company's emblem, brand colours, and typography. They will also ensure that everyone is included and that only positive, polite language is used. All of these parts show that the campaign's creators really got to know the Heineken brand (Parker et al. 2021). In keeping with Heineken's mission to help make the world more welcoming for people of all backgrounds, the campaign's imagery and copy will include genuine depictions of multicultural festivities and touching moments. The internal communication materials, event sponsorships, and influencer partnerships will all serve to reaffirm the brand's authenticity and highlight the company's commitment to diversity and equality (Alrajhi, 2023). Every piece of the campaign will be a constant reflection of the Heineken brand, resulting in a powerful and memorable whole.

2.4 A Timeline for campaign rollout

Adhering to this schedule will result in a well-organized and staged campaign deployment, facilitating successful execution, participation, and assessment of crucial campaign components:

2.5 Prototyping and testing

The TV commercial, radio commercials, social media postings, and other campaign materials will all be mocked up for prototyping and testing. To get the most accurate input possible, the company will show these prototypes to many people from many walks of life. The company will choose three focus groups to show the ad and get effective feedback. The age group will be 19-30, 31-40, and 41-55, and Interviews with people of these ages are useful since they cover a broad spectrum of potential customers and may provide various insights and preferences (Farace et al. 2020). The selected age ranges provide a wide cross-section of the population, guaranteeing a rich tapestry of perspectives on the advertisement's performance. Feedback from the focus group will be used to improve the campaign's call to action, visual appeal, and general resonance with the target population (Edinger‐Schons et al. 2020). To ensure the final campaign pieces properly express the message of inclusion and togetherness and resonate with the target audience, the company will use the feedback that it receives to make any required tweaks and revisions. This development, testing, and iteration will assist in guaranteeing that the campaign is interesting, effective, and in line with its goals.

SECTION 3:

3.1 Three digital artefacts

The company will choose three media or channels, such as TV commercials, radio advertisements and social media blog posts, for its campaign.

1) TV Commercial Storyboard: "Embrace Unity: Brew for Change":

The purpose is to encourage people to become involved in a movement that stands for acceptance, harmony, and progressive development.

Scene 1: The film opens with a broad image of a crowded city plaza populated with people of many different cultures.

With a voiceover reading, "In a world where differences divide us, Heineken believes in the power of unity."

Close-ups of happy, friendly people of many ages, races, and backgrounds, for example, below figure:

Scene 2: Cut to a pub where people from all walks of life are raising glasses of Heineken in a universal toast.

Voiceover: "We raise a glass to celebrate the richness of our differences."

A collection of clips highlighting the joy that can be found in shared experiences with individuals from all walks of life.

Scene 3: The scene shifts to a Heineken-sponsored diversity event, where artists from all walks of life showcase their talents.

Voice: "With each other's help, we can ignite change and build a better, more equitable world."
Pictures show people of different backgrounds talking to one another to show they can get along. The figure below is an example of this:

Scene 4: Move over to a scene on a rooftop, where a crowd has gathered to take in the sunset.

Voiceover: “Join us on this voyage of good transformation”.

Raise your Heineken as a show of solidarity and cooperation.

Scene 5: Last image of the Heineken logo with the slogan "Embrace Unity: Brew for Change."

Voiceover: "Heineken - where diversity is celebrated and shared, one sip at a time."

2) Radio Ad Script: "Embrace Unity: Brew for Change":

In the case of radio advertising, the company can choose the following background music and narrative along with certain themes, such as motivation, welcoming, kind and so on:

(with uplifting and motivating background music) Voiceover 1:

Narrator: "There is a brand that believes in the power of unity in a world that sometimes feels divided."

Sound effects include soft background noises like laughing and clinking glasses.
(Welcoming and kind) Voiceover 2:

Welcome to the world of Heineken, where variety is valued, and relationships are forged, says the narrator.

Soft background noise and upbeat music serve as sound effects.
(Encouraging) Voiceover 3:

Imagine, says the narrator, a gathering spot where people from all walks of life can mingle and enjoy one another's company while sipping a cold Heineken.

Sound effects include faint background noises from a busy bar.
(Influential) Voiceover 4:

"At Heineken, we believe in the positive change that comes from embracing unity," the narrator says.

The sound of a large crowd applauding is used as a sound effect.

(Inspiring) Voiceover 5:

"Join us on this journey as we raise a glass to the richness of our differences," the narrator invites the audience to do.

Glasses clinking and toasts being made are the sound effects.

3) Blog content:

The company’s blog content can be focused on the below example:

Introduction: A brand promotes unity and inclusion in a divided society. Heineken celebrates diversity and builds global relationships. Our campaign, "Embrace Unity: Brew for Change," invites you to join a movement that promotes positive change and celebrates our diversity.

Body: Heineken celebrates diversity for togetherness. We bring people together to exchange stories and develop bridges. Over Heineken, our pubs become cultural melting pots. We value diversity. Our comprehensive campaign encourages dialogue, understanding, and inclusiveness. Elevating a glass isn't enough—we're elevating awareness and influence. We think we can transform our neighbourhoods and beyond by uniting. We aim to promote inclusiveness and understanding by presenting cultural events and collaborating with diversity advocates. Our platform amplifies voices, supports projects, and promotes inclusive debate.

Conclusion: Join us in unity and constructive change. We celebrate diversity and strive for a more inclusive society. Let's create permanent change. Heineken celebrates, respects, and honours variety, therefore, embraces unity. We can build a world where diversity unites us. Cheers to increased inclusivity!

PART 2: Critical Reflective Narrative

Description: I participated in reflective practice all the way through the process of creating this report, drawing from my knowledge of a variety of methods, IMC strategy, design thinking approaches, ideation processes, creative tools, the conceptualisation of audiences, and cultural frameworks. In order to guarantee academic rigour and reason, I carried out an in-depth analysis of my decision-making process using certain decision-making theories. Using Kolb’s reflection model, I reflect on this whole decision-making process of IMC planning. The four steps that makeup Kolb's reflective model are as follows: direct experience, introspective observation, theoretical framework development, and practical application (Morris, 2020). It promotes a reiterative process of learning by doing, thinking about doing, theorising about theorising, and doing. Using this framework, I can reflect on my choices, measure their results, pinpoint problem areas, and learn how to better apply theoretical notions to their work in the future. One's growth as a strategic creative practitioner may be better understood (Kolb, 2021).

My approach to writing this report included a significant amount of time spent reflecting on previous work. It enabled me to take a step back and critically examine the process through which I made decisions, which in turn helped me acquire deeper insights into both the subject matter at hand and my own growth as a strategic creative practitioner. To begin, to collect pertinent information and data for the study, I used a variety of research approaches. In order to accomplish this goal, an in-depth study has to be conducted on the racism dispute surrounding Heineken, IMC theories, and cultural frameworks (Manoli and Hodgkinson, 2020). I guaranteed the reliability and veracity of the material given by using sources from academic institutions, publications from the industry, and recognised web platforms.

Interpretation: It was essential to the justification of my decision-making process that I have a solid understanding of the IMC ideas, models, and tactics. I was able to illustrate how the goals of the campaign were linked with the expected reaction from the audience by using several theories, such as the AIDA model and the Social Identity Theory (Mumtaz, 2019). To further emphasise the need to take into account a wide range of cultural contexts and demographics during the planning stage of a campaign, I referred to the idea of cultural sensitivity and inclusion.

Methods based on design thinking were used extensively in the process of constructing both the framework and the content of this study (Butkouskaya et al. 2023). I used a methodical approach, which included empathising with the audience's viewpoint, identifying the issue statement, ideating alternative solutions, and eventually constructing a story that was cohesive and well-structured. Due to this strategy, the report was not only useful but also interesting for the person reading it.

I used several ideation methods, like brainstorming and mind mapping, to come up with original thoughts and concepts to apply to each individual area of the report (Hassan, n.d.). I made sure that the subject was covered in depth by fostering an open exchange of views, as well as by looking at it from a variety of perspectives. In addition, I used abilities in critical thinking to assess the validity and significance of every thought, after which I chose the ones that were the most suited to support my arguments and use them. The development of this study was significantly aided by the use of creative thinking (Babin and Harris, 2023). I was able to organise references, speed the writing process, and guarantee that citations were accurate by making use of resources such as citation management software, internet research databases, and word processors.

The decision-making process consisted of many steps, one of which was conceptualising the intended audience. I wanted to communicate the information in a way that was understandable and succinct, so I thought about it from the standpoint of the reader. I was aware that the report needed to be modified in several things. Its language, tone, and structure met the requirements of the academic audience and makes the topic easier for them to grasp (Lessmann et al. 2021).

Outcome: During the course of the reflective process, I examined the manner in which I make decisions by contrasting them to well-known theories, relevant academic literature, and my own personal experiences. Due to this critical examination, I was able to determine both the areas in which I excelled and those in which I had room for additional development. I guaranteed the academic honesty and authenticity of the report by identifying areas of incomplete knowledge or subject matter for which more investigation was required.

In conclusion, the process of making decisions that led to the preparation of this report was supported by a reflective practice that included methodologies, IMC strategy, design thinking methods, ideation techniques, creative software, the conceptualisation of audiences, and cultural frameworks. I sought to write a report that was both academically sound and robust, and I did so by participating in critical analysis and defending my conclusions with reference to the aforementioned components. My personal and professional growth as a strategic creative practitioner has been significantly aided by this path of self-reflection since it has helped me get a deeper comprehension of the intricacies and factors that are involved in strategic creative practice.

This method encouraged introspection into the decision-making process, which deepened my familiarity with the subject matter and helped me develop as a strategic creative practitioner. Using a methodology made it easier to do thorough research and used only trustworthy sources to assure the study's authenticity. Justification for the campaign's goals was supplied by the incorporation of IMC theories, including the AIDA model and the Social Identity Theory.

Overall, methods from the field of design thinking made it possible to tackle problems with empathy and create compelling stories (Green et al. 2019). Ideation methods guaranteed thorough covering and objective assessment of concepts. Effective communication was made possible with the identification of a specific target audience. Academic honesty was maintained by constant self-evaluation and comparison to accepted ideas and practices. As a result of this introspective journey, my knowledge, competence, and confidence in strategic creative practice have all increased.

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