Integrated Marketing Communications in the Digital Environment

Challenges of converting small Instagram Business Advertisers

This assignment is designed to develop and assess students’ understanding of the appropriate theoretical concepts, frameworks and tools on the fundamental concepts related to Integrated Marketing Communications in the digital environment. 

The issues to be explored are: 

•The key challenges the brand will have to overcome to convert 25,000 small businesses that are current Instagram Business advertisers to using Instagram Stories in a six month campaign plan.

•Direct and digital strategy, including: 

acquisition strategy (including data targeting and segmentation) 

a communication plan with your proposed weight of paid, earned and owned media

•Distribution of the marketing budget over the campaign period / by channel to get a maximum Return on Investment (ROI)

•Your big campaign idea and creative recommendations - How is Instagram Business marketing going to be successful in showing how effective Instagram Stories can be at driving business? 

•KPIs and recommended measurement

•Test and learn plan, including how Instagram could use the UK pilot to inform global roll-out.

Special emphasis should be given to the use of the theory and actual market information to justify strategy development.  

The outline for the report are described in the IDM brief. The total mark for the report is 60% of the total group project.

Marking criteria

1. Introduction, brand challenges, situation analysis, conclusions and recommendations 20% (essentially how the story is being told)

2. Direct and Digital Campaign Strategy (inc. objectives, segmentation, customer acquisition & retention strategies, and outline communication strategy – your plans should integrate both on and offline media) data strategy, creative proposals and recommendations 60% (What we are trying to achieve and how) 

3. Structure, referencing, general presentation 20% (Appropriate justification and evidence)

Assessment criteria for presentation

Students have to prepare a clear, interesting, informative presentation on the group report and be prepared to answer questions.

Marking criteria:

Clarity and structure of oral and written material

Professionalism in presenting (be able to interpret rather than read the information of the slides, proper posture, exhibiting deep knowledge of the material). Successfully conveying the key concepts of the project