Communicate the ValueCommunicate the Value.

Week 6Assignment: Communicate the ValueCommunicate the Value: Integrated Marketing Communications BriefPlease select a brand that has a brand problem. For example, recent player legaltroubles have been a problem for the NFL brand. Another example is the BonefishGrill, the countrys second largest seafood chain after Red Lobster. Although theircheck average is more than $3.00 less than Red Lobster, many consumers see thatbrand as expensive.You job is to develop an IMC brief. This deliverable will be used to instruct anexternal company that will be hired to develop an integrated marketingcommunications (IMC) campaign for your company. Your deliverable will bepresented in four to five page paper and will follow APA6 formatting guidelinesincluding a cover page and reference page (Those two pages are included in the pagecount. Therefore, only two to three pages of actual content is needed).IMC BriefThe brief should be a concise word document that answers each of these questions.Make sure to answer each question as the information is critical to help guide thecreative team that will formulate the IMC campaign.Why are we developing a new IMC campaign? What is the problem? What is our objective (quantified)?Who is the target customer? Who are we trying to reach? What are the characteristics of the targetmarket? What is the message?How does our target currently perceive us?How would we like the target to perceive us? What is the most persuasive idea we want to convey? What creative guidelines do we have to consider (e.g., logo, font, corporatecolors)? When will the message be delivered? What timeframe are we looking at for development and delivery? Where will the message be delivered?Which media will provide the most effective communications mix?How much will it cost? Grading RubricWeek 6 Grading RubricGrammar and spelling Points % Description 10 10 Documentation and FormattingOrganization and CohesivenessContent 10 10 10 10 70 70 Total 100 100 Document is wellwritten with proper grammar and no misspellingsFollows week six assignment guidelines and APA formattingDocument is well organized in a logical sequence of ideas covering all the necessary sectionsRelevant and high quality data and ideas presented as a result of careful analysis and creative interpretation, manifesting in a practical plan that could be implementedA quality paper will meet or exceed all of the above requirements.