This paper presents the appendices of an Integrated Marketing Communications (IMC) plan for Life Potential Maximization Industries (LPMI), a fictitious career-guidance venture using diagnostic testing and technology to help students identify optimal academic and vocational paths. The plan spans three communication channels: a press release series targeting print and broadcast media ahead of the company's August 2009 launch, a print advertisement campaign aimed at parents of school-age children, and a direct mail campaign using CD-ROMs and print literature. Together, the appendices illustrate how a coordinated, multi-channel IMC strategy can be constructed to reach a specific target demographic with consistent brand messaging.
The following appendices present the core creative components of an Integrated Marketing Communications (IMC) plan for Life Potential Maximization Industries (LPMI). The plan coordinates three distinct communication channels — a press release series, a print advertisement campaign, and a direct mailing campaign — each tailored to reach parents of school-age children with a consistent brand message.
Press Release #1 is scheduled to appear in local, regional, and national print newspapers on March 1, 2009, with continual periodic repeats and appropriate updates throughout the five-month period preceding the formal opening of the venture. The press release series will also provide excerpts for publication in connection with various Internet vehicles, as well as to generate advertisement copy for delivery via terrestrial and satellite broadcast radio.
March 1, 2009 — New York, NY
August 1, 2009 marks the official opening of Life Potential Maximization Industries (LPMI), a cutting-edge new business venture designed to give today's students a tremendous advantage in the realm of their future careers. The LPMI program integrates the capabilities of several advanced computer-based technologies to define the optimal course of academic focus for participating students, enabling them to identify the best combination of their areas of greatest academic potential and personal interests.
According to CEO and former high school principal William Murray, the LPMI concept goes far beyond merely identifying academic potential:
"We're not interested in telling students what areas of academics they 'should' or 'shouldn't' be studying. What LPMI does is help students identify the areas of academic pursuit that best match both their interests and their natural abilities, to help them select a course of study most compatible with their natural preferences and tendencies. The program fully takes into account the importance of minimizing the likelihood of burnout that can often occur when people choose academic majors the traditional way."
The LPMI program uses a complex series of diagnostic tests, personality profiles, high-tech retinal scans, and genetic testing to determine with great precision which potential academic and employment fields will be most rewarding for the student — taking into account factors that normally do not manifest themselves until it is too late to make substantial changes without considerable difficulty and practical complications.
"Ultimately, if a student would have eventually lost intellectual interest and drive in a field like finance or law, the LPMI program can distinguish between areas of academic interest suitable only to natural academic ability and areas of potential interest suitable by virtue of both ability and long-term psychological fulfillment — long before those types of behavioral aspects of vocational satisfaction normally come to light," says Murray.
Life Potential Maximization Industries provides a comprehensive information packet on its website at LPMI.com.
The print advertisement series is designed primarily for publication in print magazines with large audiences in the demographic of parents with school-age children. Different versions of the print ads are scheduled to appear throughout the school year, particularly in issues coinciding with months in which parents typically research prospective educational opportunities for their children.
[Photo of an obviously bored professional at work]
Would you have chosen the same career if you could do your life over again? Would you be happier doing something else professionally? How much would you have paid for advance knowledge of what you'd rather be doing when you could still have made that choice?
According to a recent Gallup Poll, as many as thirty-nine percent of successful professionals hate their jobs. Eighty-five percent of them now know what careers they would have preferred if they had known everything they know now before choosing their college major.
At Life Potential Maximization Industries (LPMI), we help your children avoid the same mistake. We use state-of-the-art technologies to help your child identify his or her greatest vocational potential within areas most likely to be compatible with his or her personality and greatest natural abilities.
Find out how to help your child discover the most rewarding use of natural abilities and preferences at the LPMI.com website. A comprehensive brochure and DVD will be sent free of charge.
"CD-ROM and print literature direct mail strategy"
You’re 77% through this paper. Sign up to read the remaining 1 section.
Sign Up Now — Instant Access Already a member? Log inAlways verify citation format against your institution’s current style guide requirements.