Scenario / Story

Remember you are the IMC Marketing Expert at a Marketing Agency – you can make up the name of the agency and your client is Starbucks

Purpose

The introduction section provides an overview of the IMC plan, its purpose, and the context in which it is being developed. It may include a brief background of the company or product, the objectives of the plan, and an outline of what the subsequent sections will cover.

A story creates meaning and understanding. Stories are formed through cognition and emotion to move you to get active, involve, and engage. Storytelling helps businesses thread integrated stories throughout their marketing communications to develop a consistent message to engage with their audience(s) so they become part of their bigger story.

Ideas/tips to consider

What is Starbucks position in the market and why is it so critical to have an effective IMC building process?

• How is Starbucks building their stores with their IMC process?
• Then, end the introduction with your focus

YOUR Tasks to complete

Your introduction section should:

• Start by noting why having an integrated marketing plan important.
• Describe how Starbucks got started and how their story has evolved. Give some background about their history, mission, and evolution.
• Explain how they engage with their vendors, employees, and customers.
• Explain how they have developed their logos and growth strategies – remember to storytell and use visuals to illustrate.
• Explain the importance of integrating various marketing channels to create a cohesive and effective campaign.
• Introduce your idea and your role