Marketing Communication. Develop a new integrated marketing communication campaign for Save The Children (UK charity based) by using two or more integrated marketing communication tools (e.g. advertising, PR, direct marketing, exhibitions, etc).

The essay structure:
1- Introduction (150 – 200 words).
2- (10% about 300 words) A review of Save The Children UK Charity and their current positioning (How they differentiate their self from competitors in consumers’ mind and mention some of the key competitors in the UK).
3- (10% about 300 words) Marketing communications objectives of your campaign in the UK (example: raise more fund or increase brand awareness).
4- (10% about 300 words) Target audience: describe and justify your chosen target segment(s) of the campaign in terms of their behaviour, attitude and lifestyle.
5- (25% about 750 words) Literature review: critically discuss the concept of IMC and the tools (e.g. advertising, PR, direct marketing, exhibitions, etc) of your choice. You need to include at least 2 different tools for this IMC campaign (with appropriate references please to support your words).
6- (35% about 1000 words) Creative strategy: discuss how and why the two tools (or more) of your choice are going to be integrated in your IMC campaign. Describe your creative idea, strategy and media choice, and how you intend to evaluate the effectiveness of the campaign, appropriate to the two tools (or more) that you are focusing on (with appropriate references to support your idea please).
7- Conclusion (150 – 200 words).
*please make sure you follow the instruction and structure.
*please use appropriate references (well-known journal articles for business or marketing).
Thank you.

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