The second stage of the IMC Audit process entails developing a written brief for potential agency partners. The purpose of this document is to provide your agency a platform for creative development that allows your company to accomplish its strategic objectives while staying “on-brand” with your message. There is no page limit for this document. Your goal should be to present the material in a comprehensive yet concise manner.

You will utilize the skills you developed in previous marketing classes as well as this class to:

perform a situation analysis (remember the 5C’s and SWOT);
construct a marketing strategy that takes into consideration the positioning and current communication campaign for your product/service; and
develop a clear communication strategy for the creative team to design and implement.
In additional materials you will find my stage 1 PDF. Please use it to assist.