Integrated Marketing Communications Plan
Presentation
Report
This assignment required students to develop an Integrated Marketing Communications (IMC) Plan for launching a product or service. Students could choose a real or fictional product or service. Julian chose the Tesla Optimus Robot for his product. The plan involved outlining the key elements of the IMC strategy, including branding, marketing objectives, target audience, communication channels, and promotional tactics. Students were expected to present their plans to the class.
Audit
Fundraising Plan
This assignment required Julian and his classmates to conduct a communications audit for Breast Cancer Canada. The goal was to assess the client's current communications activities, analyze industry issues and audience perceptions, and identify strengths, weaknesses, and opportunities for better positioning. The audit involved interviews with employees, community leaders, and target audiences, as well as a survey of a target group. They were then asked to develop a fundraising plan for the client, including a SWOT analysis, fundraising goals, communication strategies, key messages, and a sample donor communication piece. The plan needed to include a budget, potential use of volunteers, and an evaluation framework for measuring success.
Communications Plan
Crisis Plan
Special Event Plan
Photos of our "Journey of Hope" Speaker Series Event
Julian and his classmates were responsible for planning and executing a special event for Rodesha Immigration Management Services (RIMS), which included developing an event plan covering logistics, budgeting, promotion, and target audience engagement. Separately from the event, the group was also tasked with creating a comprehensive crisis plan and a communications plan for RIMS as an organization. These two strategic documents were focused on helping the client manage potential organizational risks and improve ongoing communication with stakeholders, independent of the event itself.
Digital & Social Media Audit
Analysis
Proposal
Presentation
This assignment required students to complete a Social Media Audit for an organization or brand in three parts. In Part A, students must choose an organization and conduct a competitor scan while writing a literature review. They are also required to outline their audit methodology, including social media platforms, research questions, and analysis methods, applying the R.A.C.E. model. The proposal is capped at 5 pages. In Part B, students analyzed the organization’s brand, performed a SWOT (or other analysis), and evaluated its social media channels. They were tasked with providing both quantitative and qualitative findings from the organization and its competitors, with the analysis limited to 8 pages. Finally, in Part C, students had to compile a 10-page final report that included strategic recommendations, a digital strategy, and a timeline for implementation. They also had to create a 7-minute presentation summarizing the report. The assignment is designed to test students' ability to assess social media, compare competitors, and propose a comprehensive digital strategy. Julian chose the mixed-martial arts promotion "UFC" (Ultimate Fighting Championship) as his organization.
Problem Set
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In this assignment, students were tasked with developing a digital and social media communication plan using the R.A.C.E. formula (Research, Action Planning, Communication, and Evaluation) to solve a specific communication challenge. The assignment required the creation of a 1250-word case study (excluding cover page, abstract, references, and appendices) written in the third person as if presenting a solution to a client.
The report includes several sections: a title page, abstract, a description of the organization, and research into the problem.
Students were asked to create a strategic response to a social media crisis. Specifically, the scenario involves Ms. Alex Johnstone, an NDP candidate, who faces reputational damage after a controversial tweet goes viral.