Creating a Communication Strategy

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Assignment 2: Final Project: Creating the Communication Strategy

This week, you need to communicate to your “company’s” market (Chick-Fil-A) segment the key benefits that make the company distinct from the competitors. In addition, you need to announce the improvements in the delivery of the services by the company. While the company has a limited communications budget, the chief marketing officer (CMO) wants to allocate the money in the most effective way.

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Write an IMC strategy that includes the following:

  • An advertisement featuring the new (improved) services and containing the following elements:
    • A headline
    • A subheadline
    • A brand positioning statement 
    • An artwork
    • A layout
  • A brief paragraph identifying and supporting both traditional and nontraditional channels to carry the advertisement.

In addition, propose a pricing objective and a pricing strategy for the company based on the information gathered from the following:

  • The case study
  • The understanding of the competition
  • The likely attitude of the current customers

Explain why the company should follow your pricing strategy. Justify your pricing strategy using appropriate examples and reasoning.

Using an online Library, complement your understanding of the competitive environment. Create a Microsoft PowerPoint presentation that consists of a compilation of the Final Project works completed in the first four weeks.

The presentation should have a minimum of 20 slides. The detailed description of each slide should be described in the Notes section of the presentation.

Submission Details:

  • Present your analysis as a 6-page report in a Microsoft Word document formatted in APA style.
  • On a separate page, cite all sources using APA format.
  • Submit your analysis document and presentation

Assignment 2 Grading Criteria

Maximum Points

Designed a communication strategy featuring the new (improved) services and containing the given elements.

40

Provided a brief that evaluates both traditional and nontraditional channels to carry the communication strategy.

30

Designed a Microsoft PowerPoint presentation by compiling the Final Project works completed in the first four weeks.

60

Proposed a pricing strategy for the company.

40

Justified the proposed pricing strategy.

40

Wrote in a clear, concise, and organized manner. Utilized appropriate type and number of scholarly sources for graduate-level work. Demonstrated ethical scholarship in accurate representation and attribution of sources. Displayed accurate spelling, grammar, and punctuation.

40

Total:

250

 
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