IMC Re-Assessment Brief : In your groups, max 5 per group you will develop your team identity as an integrated marketing communications agency

Instructions:

This assessment will give you experience of delivering a group presentation based on an IMC brief, which will be available in week 8.
In your groups, max 5 per group, you will develop your team identity as an integrated marketing communications agency and are seeking to win the pitch. 

IMC Brief:

Your tutor (Jonathan Moss) is the Director of Marketing and Communication for Leeds Trinity Shopping Centre. They have advertised for an ‘Events and Marketing Company’ to run an IMC during Pride Leeds, 2025 which connects to the main events of carnival. 
Leeds will host a PRIDE March on SUNDAY 20TH JULY, your challenge is to develop a campaign for Pride for Trinity Shopping centre to link in with Leeds Pride 2024 – develop a strategic IMC campaign.

You do not need to include a budget for this but must set clear objectives so that the IMC can be evaluated. 
Coverage of Leeds Pride 2023 – more research will be required by you. What did Pride 2024 look like, how was trinity involved, for example?

Further information:

The poster presentation will be no longer than ten minutes followed by a five-minute discussion.   It must be accompanied by a supporting evidence of marketing models and academic research to provide justification for your plan. It will also show evidence of research about Pride events and Trinity to justify your choices.

The poster should be concise and focused and focus upon the outlined key aspects of the brief, using the presentation to communicate the key details. The poster will be visually engaging and representative oy your research and plan by using bullet points and visuals.
A second slide will be used for references - the Harvard Referencing will be used.

Key aspects to consider:

1.    Introduce yourselves (individually) as members of THE event marketing agency for the job

2.    Develop and present your marketing Strategy: aim and objectives of your campaign and how they link to the overall event aim and objectives

3.    Demonstrate a clear understanding of your target audience.  

o    You may wish to include examples of target audience members here through the creation of 1-2 notional audience profiles (demographic, geographic, psychographic information etc.)

4.    Outline how your campaign will influence distinct parts of the customer journey: how you are going to attract their attention, maybe raise awareness and understanding and ultimately persuade them to buy a ticket for the event

5.    You may wish to outline how specific marketing tools/platforms will seek to achieve specific communication messages and tactics within the Integrated Marketing Communications strategy

6.    Consider how marketing tools chosen will help you to maximize attendance, provide brand compliant messages and please include screenshots of marketing collateral: 
o    example of online marketing:  e.g. Instagram, Tik Tok and / or Facebook campaign
o    as well as offline marketing: e.g. advertising poster/fliers / Direct Marketing

7.    Finally, you should consider how you might evaluate your campaign.