Baby Boomer/ Older Adults Marketing Communications Plan

In our efforts to target Baby Boomers/Older Adult consumers, we have experienced challenges maintaining a consistent voice across media channels. We want you to create objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, public relations, Internet/interactive, direct marketing, social media and community outreach components of the IMC campaign. With your key audiences in mind, what forms of marketing communication/promotional elements will you use and why to achieve your goal(s). An effective Integrated Marketing Communications (IMC) plan clearly identifies strengths and weaknesses (SWOT), goals and objectives, target audiences and segments, key messages, tactics and elements, projected promotional timeline, and success measures. This group project entails preparing an IMC plan, more specifically, a brand awareness communication campaign, for Mystic Valley Elder Services (MVES.org) . I would recommend you to follow the IMC outline presented below when creating your plan. Or at least include most elements in your plan. The plan should address specifically the bold headlines. You may use this outline as a template for your plan. IMC Plan Format and Outline Title Page : The following information should be included: · Name of organization · Date Table of Contents: List all major sections in your plan, with page numbers. IMC Plan Outline Section 1 : Industry and Company Overview An overview of the industry in which your Mystic Valley Elder Services competes, its size, growth, current trends and developments, and any key factors necessary for an understanding of the setting. A snapshot of Mystic Valley Elder Services, including a very brief history, the firm's present status in the industry, product lines, and other factors making the company what it is today. Identification of the important direct and indirect competitors for the Mystic Valley Elder Services. Section 2: Product/Service Overview A description of the Mystic Valley Elder Services’ programs that is the focus of your campaign plan. Emphasis should be on the company's market share, SWOT analysis, key benefits, brand image, positioning, and other factors important for an understanding of the product's or service's performance and place among its category competitors. Section 3: IMC Objectives and Goals Our overall goal is to increase brand awareness in our 11 communities. What are the objectives of your campaign as they relate to brand awareness, knowledge and interest, favorable attitudes and image, and purchase intentions? What does the company want to achieve, both overall and with this IMC plan? What are your goal(s) and objectives: What are you trying to accomplish? Your goal is where you want to get to and the objectives are how you get there. Your goal(s) are one to three major outcomes you want the plan to accomplish. Goals should be written in broad strokes and are usually somewhat visionary, rather than specific. You should then create one or two objectives for each goal. Use action verbs and phrases. Section 4: Research* Conduct Secondary Research Research the company/product and services. Make sure your research is relevant, current and accurate. Investigate the relationship with shareholders, members, customers, and other key audiences. Explore credible sources on the internet. Learn about market trends or brands that may affect the organization. Use a variety of secondary sources (scholarly publications, professional magazines, newspaper, popular magazines, books, websites, internet, blogs, video/television/radio transcripts, annual reports, government publications, brochures and Sawyer Library resources) to conduct your research. *An Awareness survey conducted Spring 2019 and its results will be available to you. Section 5: Segmentation / Target Audience, Positioning and Messaging Who uses Mystic Valley Elder Services’ services you are promoting and where are they located? Who is the decider? The influencer? What are the demographic, geographic, psychographic, and behavioral factors that influence the decision? Is buying behavior characterized by extended or limited problem solving? Is the service/brand a high-involvement or low-involvement purchase? In short, what are the key factors that influence buyer behavior for this product or service? a. Who will be interested in Mystic Valley Elder Services programs? b. Determine primary and secondary audiences c. Provide Persona Profile/Demographics information for your target audience(s), for example: i. Age ii. Gender iii. Income iv. Interests v. Family situation vi. Geographic location vii. Psychological mindset d. Positioning Strategy—what makes your service unique e. Message—Key messages should be clear, benefit orientated and written in a language your audience understands. These messages should be incorporated consistently into the copy. Key messages are succinct points that must be made about the situation; the central statement you'd like to get across to your audiences. Section 6 : IMC Mix and Chosen Media** Which media will be used and why? Identification of the major program communication elements of the IMC campaign, the relative emphasis to be placed on each , objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, public relations, Internet/interactive, direct marketing, social media and community outreach components of the IMC campaign. With your key audiences in mind, what forms of marketing communication/promotional elements will you use and why to achieve your goal(s). Include in this section a budget of the cost of the creative, including design and placement. Section 7: Communication/Promotional Elements Timeline* What scheduling pattern will be employed? This portion of the IMC plan includes a one-page summary diagram showing the timing of the major elements, events, and activities of the campaign. The campaign flowchart shows at a glance what is to happen when throughout the entire campaign including: · Roll-out of plan’s communication elements and their timing · Launch dates; stop dates of the communication elements * plan is to launch the campaign the fall of 2020 and for it to end before the holidays. Section 8 : Evaluation Measurement and evaluation activities occur during the course of the campaign, as well as at the end. This section of the proposal should contain a description of those activities and the specific methods that will be used to appraise the individual components of the campaign, as well as for measuring the overall effectiveness of the campaign. Identification of the particulars of the monitoring, evaluation, and control efforts that will be employed to appraise the effectiveness of all IMC program elements used. What is to be tested? When are the tests to occur? Where? Explain how the testing is to take place, including the specific methods and techniques to be used. · How will you know your marketing program was a success or a failure? Did you reach your goals/objectives ? Did you reach your target audience? · Identify what methods, tools and techniques you will use such as o Survey o Focus groups o One-on-one interviews o Web site survey o Online resources o Copy testing · How will you measure your program’s communication initiatives such as: o Hits on your Web site o Products sold o Media placements/impressions o Requests for information o Email address collected o Number of attendees at event Conclusion A very brief review of your plan and how well it meets the needs of the client. It should summarize the factors that make your plan the one that will best get the job done for the client. Recommendations for the future. Appendices The final section(s) offers additional information that might be of benefit, such as calendar/timeline of promotional activities, geographical area (map), budget, PowerPoints, and examples of marketing communication elements. This section will include a budget summary of all costs of the campaign (e.g., media, production, direct marketing, public relations, sponsorship, endorsements, measurement and evaluation expenditures, and more). The budget should show both dollar and percent-of-total expenditures. You will have access to me, who will communicate regularly with you and provide all the information and clarification needed.  We want to increase our brand awareness to the Baby Boomer segment in the 11 communities we serve through a mission-aligned IMC campaign that works within a conservative budget. 

Baby Boomer/Older Adults Marketing Communications Plan

In our efforts to target Baby Boomers/Older Adult consumers, we have experienced challenges maintaining a consistent voice across media channels. We want you to create objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, public relations, Internet/interactive, direct marketing, social media and community outreach components of the IMC campaign. With your key audiences in mind, what forms of marketing communication/promotional elements will you use and why to achieve your goal(s). An effective Integrated Marketing Communications (IMC) plan clearly identifies strengths and weaknesses (SWOT), goals and objectives, target audiences and segments, key messages, tactics and elements, projected promotional timeline, and success measures. This group project entails preparing an IMC plan, more specifically, a brand awareness communication campaign, for Mystic Valley Elder Services (MVES.org) . I would recommend you to follow the IMC outline presented below when creating your plan. Or at least include most elements in your plan. The plan should address specifically the bold headlines. You may use this outline as a template for your plan. IMC Plan Format and Outline Title Page : The following information should be included: · Name of organization · Date Table of Contents: List all major sections in your plan, with page numbers. IMC Plan Outline Section 1 : Industry and Company Overview An overview of the industry in which your Mystic Valley Elder Services competes, its size, growth, current trends and developments, and any key factors necessary for an understanding of the setting. A snapshot of Mystic Valley Elder Services, including a very brief history, the firm's present status in the industry, product lines, and other factors making the company what it is today. Identification of the important direct and indirect competitors for the Mystic Valley Elder Services. Section 2: Product/Service Overview A description of the Mystic Valley Elder Services’ programs that is the focus of your campaign plan. Emphasis should be on the company's market share, SWOT analysis, key benefits, brand image, positioning, and other factors important for an understanding of the product's or service's performance and place among its category competitors. Section 3: IMC Objectives and Goals Our overall goal is to increase brand awareness in our 11 communities. What are the objectives of your campaign as they relate to brand awareness, knowledge and interest, favorable attitudes and image, and purchase intentions? What does the company want to achieve, both overall and with this IMC plan? What are your goal(s) and objectives: What are you trying to accomplish? Your goal is where you want to get to and the objectives are how you get there. Your goal(s) are one to three major outcomes you want the plan to accomplish. Goals should be written in broad strokes and are usually somewhat visionary, rather than specific. You should then create one or two objectives for each goal. Use action verbs and phrases. Section 4: Research* Conduct Secondary Research Research the company/product and services. Make sure your research is relevant, current and accurate. Investigate the relationship with shareholders, members, customers, and other key audiences. Explore credible sources on the internet. Learn about market trends or brands that may affect the organization. Use a variety of secondary sources (scholarly publications, professional magazines, newspaper, popular magazines, books, websites, internet, blogs, video/television/radio transcripts, annual reports, government publications, brochures and Sawyer Library resources) to conduct your research. *An Awareness survey conducted Spring 2019 and its results will be available to you. Section 5: Segmentation / Target Audience, Positioning and Messaging Who uses Mystic Valley Elder Services’ services you are promoting and where are they located? Who is the decider? The influencer? What are the demographic, geographic, psychographic, and behavioral factors that influence the decision? Is buying behavior characterized by extended or limited problem solving? Is the service/brand a high-involvement or low-involvement purchase? In short, what are the key factors that influence buyer behavior for this product or service? a. Who will be interested in Mystic Valley Elder Services programs? b. Determine primary and secondary audiences c. Provide Persona Profile/Demographics information for your target audience(s), for example: i. Age ii. Gender iii. Income iv. Interests v. Family situation vi. Geographic location vii. Psychological mindset d. Positioning Strategy—what makes your service unique e. Message—Key messages should be clear, benefit orientated and written in a language your audience understands. These messages should be incorporated consistently into the copy. Key messages are succinct points that must be made about the situation; the central statement you'd like to get across to your audiences. Section 6 : IMC Mix and Chosen Media** Which media will be used and why? Identification of the major program communication elements of the IMC campaign, the relative emphasis to be placed on each , objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, public relations, Internet/interactive, direct marketing, social media and community outreach components of the IMC campaign. With your key audiences in mind, what forms of marketing communication/promotional elements will you use and why to achieve your goal(s). Include in this section a budget of the cost of the creative, including design and placement. Section 7: Communication/Promotional Elements Timeline* What scheduling pattern will be employed? This portion of the IMC plan includes a one-page summary diagram showing the timing of the major elements, events, and activities of the campaign. The campaign flowchart shows at a glance what is to happen when throughout the entire campaign including: · Roll-out of plan’s communication elements and their timing · Launch dates; stop dates of the communication elements * plan is to launch the campaign the fall of 2020 and for it to end before the holidays. Section 8 : Evaluation Measurement and evaluation activities occur during the course of the campaign, as well as at the end. This section of the proposal should contain a description of those activities and the specific methods that will be used to appraise the individual components of the campaign, as well as for measuring the overall effectiveness of the campaign. Identification of the particulars of the monitoring, evaluation, and control efforts that will be employed to appraise the effectiveness of all IMC program elements used. What is to be tested? When are the tests to occur? Where? Explain how the testing is to take place, including the specific methods and techniques to be used. · How will you know your marketing program was a success or a failure? Did you reach your goals/objectives ? Did you reach your target audience? · Identify what methods, tools and techniques you will use such as o Survey o Focus groups o One-on-one interviews o Web site survey o Online resources o Copy testing · How will you measure your program’s communication initiatives such as: o Hits on your Web site o Products sold o Media placements/impressions o Requests for information o Email address collected o Number of attendees at event Conclusion A very brief review of your plan and how well it meets the needs of the client. It should summarize the factors that make your plan the one that will best get the job done for the client. Recommendations for the future. Appendices The final section(s) offers additional information that might be of benefit, such as calendar/timeline of promotional activities, geographical area (map), budget, PowerPoints, and examples of marketing communication elements. This section will include a budget summary of all costs of the campaign (e.g., media, production, direct marketing, public relations, sponsorship, endorsements, measurement and evaluation expenditures, and more). The budget should show both dollar and percent-of-total expenditures. You will have access to me, who will communicate regularly with you and provide all the information and clarification needed.  We want to increase our brand awareness to the Baby Boomer segment in the 11 communities we serve through a mission-aligned IMC campaign that works within a conservative budget. 

Baby Boomer/Older Adults Marketing Communications Plan

In our efforts to target Baby Boomers/Older Adult consumers, we have experienced challenges maintaining a consistent voice across media channels. We want you to create objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, public relations, Internet/interactive, direct marketing, social media and community outreach components of the IMC campaign. With your key audiences in mind, what forms of marketing communication/promotional elements will you use and why to achieve your goal(s). An effective Integrated Marketing Communications (IMC) plan clearly identifies strengths and weaknesses (SWOT), goals and objectives, target audiences and segments, key messages, tactics and elements, projected promotional timeline, and success measures. This group project entails preparing an IMC plan, more specifically, a brand awareness communication campaign, for Mystic Valley Elder Services (MVES.org) . I would recommend you to follow the IMC outline presented below when creating your plan. Or at least include most elements in your plan. The plan should address specifically the bold headlines. You may use this outline as a template for your plan. IMC Plan Format and Outline Title Page : The following information should be included: · Name of organization · Date Table of Contents: List all major sections in your plan, with page numbers. IMC Plan Outline Section 1 : Industry and Company Overview An overview of the industry in which your Mystic Valley Elder Services competes, its size, growth, current trends and developments, and any key factors necessary for an understanding of the setting. A snapshot of Mystic Valley Elder Services, including a very brief history, the firm's present status in the industry, product lines, and other factors making the company what it is today. Identification of the important direct and indirect competitors for the Mystic Valley Elder Services. Section 2: Product/Service Overview A description of the Mystic Valley Elder Services’ programs that is the focus of your campaign plan. Emphasis should be on the company's market share, SWOT analysis, key benefits, brand image, positioning, and other factors important for an understanding of the product's or service's performance and place among its category competitors. Section 3: IMC Objectives and Goals Our overall goal is to increase brand awareness in our 11 communities. What are the objectives of your campaign as they relate to brand awareness, knowledge and interest, favorable attitudes and image, and purchase intentions? What does the company want to achieve, both overall and with this IMC plan? What are your goal(s) and objectives: What are you trying to accomplish? Your goal is where you want to get to and the objectives are how you get there. Your goal(s) are one to three major outcomes you want the plan to accomplish. Goals should be written in broad strokes and are usually somewhat visionary, rather than specific. You should then create one or two objectives for each goal. Use action verbs and phrases. Section 4: Research* Conduct Secondary Research Research the company/product and services. Make sure your research is relevant, current and accurate. Investigate the relationship with shareholders, members, customers, and other key audiences. Explore credible sources on the internet. Learn about market trends or brands that may affect the organization. Use a variety of secondary sources (scholarly publications, professional magazines, newspaper, popular magazines, books, websites, internet, blogs, video/television/radio transcripts, annual reports, government publications, brochures and Sawyer Library resources) to conduct your research. *An Awareness survey conducted Spring 2019 and its results will be available to you. Section 5: Segmentation / Target Audience, Positioning and Messaging Who uses Mystic Valley Elder Services’ services you are promoting and where are they located? Who is the decider? The influencer? What are the demographic, geographic, psychographic, and behavioral factors that influence the decision? Is buying behavior characterized by extended or limited problem solving? Is the service/brand a high-involvement or low-involvement purchase? In short, what are the key factors that influence buyer behavior for this product or service? a. Who will be interested in Mystic Valley Elder Services programs? b. Determine primary and secondary audiences c. Provide Persona Profile/Demographics information for your target audience(s), for example: i. Age ii. Gender iii. Income iv. Interests v. Family situation vi. Geographic location vii. Psychological mindset d. Positioning Strategy—what makes your service unique e. Message—Key messages should be clear, benefit orientated and written in a language your audience understands. These messages should be incorporated consistently into the copy. Key messages are succinct points that must be made about the situation; the central statement you'd like to get across to your audiences. Section 6 : IMC Mix and Chosen Media** Which media will be used and why? Identification of the major program communication elements of the IMC campaign, the relative emphasis to be placed on each , objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, public relations, Internet/interactive, direct marketing, social media and community outreach components of the IMC campaign. With your key audiences in mind, what forms of marketing communication/promotional elements will you use and why to achieve your goal(s). Include in this section a budget of the cost of the creative, including design and placement. Section 7: Communication/Promotional Elements Timeline* What scheduling pattern will be employed? This portion of the IMC plan includes a one-page summary diagram showing the timing of the major elements, events, and activities of the campaign. The campaign flowchart shows at a glance what is to happen when throughout the entire campaign including: · Roll-out of plan’s communication elements and their timing · Launch dates; stop dates of the communication elements * plan is to launch the campaign the fall of 2020 and for it to end before the holidays. Section 8 : Evaluation Measurement and evaluation activities occur during the course of the campaign, as well as at the end. This section of the proposal should contain a description of those activities and the specific methods that will be used to appraise the individual components of the campaign, as well as for measuring the overall effectiveness of the campaign. Identification of the particulars of the monitoring, evaluation, and control efforts that will be employed to appraise the effectiveness of all IMC program elements used. What is to be tested? When are the tests to occur? Where? Explain how the testing is to take place, including the specific methods and techniques to be used. · How will you know your marketing program was a success or a failure? Did you reach your goals/objectives ? Did you reach your target audience? · Identify what methods, tools and techniques you will use such as o Survey o Focus groups o One-on-one interviews o Web site survey o Online resources o Copy testing · How will you measure your program’s communication initiatives such as: o Hits on your Web site o Products sold o Media placements/impressions o Requests for information o Email address collected o Number of attendees at event Conclusion A very brief review of your plan and how well it meets the needs of the client. It should summarize the factors that make your plan the one that will best get the job done for the client. Recommendations for the future. Appendices The final section(s) offers additional information that might be of benefit, such as calendar/timeline of promotional activities, geographical area (map), budget, PowerPoints, and examples of marketing communication elements. This section will include a budget summary of all costs of the campaign (e.g., media, production, direct marketing, public relations, sponsorship, endorsements, measurement and evaluation expenditures, and more). The budget should show both dollar and percent-of-total expenditures. You will have access to me, who will communicate regularly with you and provide all the information and clarification needed.  We want to increase our brand awareness to the Baby Boomer segment in the 11 communities we serve through a mission-aligned IMC campaign that works within a conservative budget. 

Baby Boomer/Older Adults Marketing Communications Plan

In our efforts to target Baby Boomers/Older Adult consumers, we have experienced challenges maintaining a consistent voice across media channels. We want you to create objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, public relations, Internet/interactive, direct marketing, social media and community outreach components of the IMC campaign. With your key audiences in mind, what forms of marketing communication/promotional elements will you use and why to achieve your goal(s). An effective Integrated Marketing Communications (IMC) plan clearly identifies strengths and weaknesses (SWOT), goals and objectives, target audiences and segments, key messages, tactics and elements, projected promotional timeline, and success measures. This group project entails preparing an IMC plan, more specifically, a brand awareness communication campaign, for Mystic Valley Elder Services (MVES.org) . I would recommend you to follow the IMC outline presented below when creating your plan. Or at least include most elements in your plan. The plan should address specifically the bold headlines. You may use this outline as a template for your plan. IMC Plan Format and Outline Title Page : The following information should be included: · Name of organization · Date Table of Contents: List all major sections in your plan, with page numbers. IMC Plan Outline Section 1 : Industry and Company Overview An overview of the industry in which your Mystic Valley Elder Services competes, its size, growth, current trends and developments, and any key factors necessary for an understanding of the setting. A snapshot of Mystic Valley Elder Services, including a very brief history, the firm's present status in the industry, product lines, and other factors making the company what it is today. Identification of the important direct and indirect competitors for the Mystic Valley Elder Services. Section 2: Product/Service Overview A description of the Mystic Valley Elder Services’ programs that is the focus of your campaign plan. Emphasis should be on the company's market share, SWOT analysis, key benefits, brand image, positioning, and other factors important for an understanding of the product's or service's performance and place among its category competitors. Section 3: IMC Objectives and Goals Our overall goal is to increase brand awareness in our 11 communities. What are the objectives of your campaign as they relate to brand awareness, knowledge and interest, favorable attitudes and image, and purchase intentions? What does the company want to achieve, both overall and with this IMC plan? What are your goal(s) and objectives: What are you trying to accomplish? Your goal is where you want to get to and the objectives are how you get there. Your goal(s) are one to three major outcomes you want the plan to accomplish. Goals should be written in broad strokes and are usually somewhat visionary, rather than specific. You should then create one or two objectives for each goal. Use action verbs and phrases. Section 4: Research* Conduct Secondary Research Research the company/product and services. Make sure your research is relevant, current and accurate. Investigate the relationship with shareholders, members, customers, and other key audiences. Explore credible sources on the internet. Learn about market trends or brands that may affect the organization. Use a variety of secondary sources (scholarly publications, professional magazines, newspaper, popular magazines, books, websites, internet, blogs, video/television/radio transcripts, annual reports, government publications, brochures and Sawyer Library resources) to conduct your research. *An Awareness survey conducted Spring 2019 and its results will be available to you. Section 5: Segmentation / Target Audience, Positioning and Messaging Who uses Mystic Valley Elder Services’ services you are promoting and where are they located? Who is the decider? The influencer? What are the demographic, geographic, psychographic, and behavioral factors that influence the decision? Is buying behavior characterized by extended or limited problem solving? Is the service/brand a high-involvement or low-involvement purchase? In short, what are the key factors that influence buyer behavior for this product or service? a. Who will be interested in Mystic Valley Elder Services programs? b. Determine primary and secondary audiences c. Provide Persona Profile/Demographics information for your target audience(s), for example: i. Age ii. Gender iii. Income iv. Interests v. Family situation vi. Geographic location vii. Psychological mindset d. Positioning Strategy—what makes your service unique e. Message—Key messages should be clear, benefit orientated and written in a language your audience understands. These messages should be incorporated consistently into the copy. Key messages are succinct points that must be made about the situation; the central statement you'd like to get across to your audiences. Section 6 : IMC Mix and Chosen Media** Which media will be used and why? Identification of the major program communication elements of the IMC campaign, the relative emphasis to be placed on each , objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, public relations, Internet/interactive, direct marketing, social media and community outreach components of the IMC campaign. With your key audiences in mind, what forms of marketing communication/promotional elements will you use and why to achieve your goal(s). Include in this section a budget of the cost of the creative, including design and placement. Section 7: Communication/Promotional Elements Timeline* What scheduling pattern will be employed? This portion of the IMC plan includes a one-page summary diagram showing the timing of the major elements, events, and activities of the campaign. The campaign flowchart shows at a glance what is to happen when throughout the entire campaign including: · Roll-out of plan’s communication elements and their timing · Launch dates; stop dates of the communication elements * plan is to launch the campaign the fall of 2020 and for it to end before the holidays. Section 8 : Evaluation Measurement and evaluation activities occur during the course of the campaign, as well as at the end. This section of the proposal should contain a description of those activities and the specific methods that will be used to appraise the individual components of the campaign, as well as for measuring the overall effectiveness of the campaign. Identification of the particulars of the monitoring, evaluation, and control efforts that will be employed to appraise the effectiveness of all IMC program elements used. What is to be tested? When are the tests to occur? Where? Explain how the testing is to take place, including the specific methods and techniques to be used. · How will you know your marketing program was a success or a failure? Did you reach your goals/objectives ? Did you reach your target audience? · Identify what methods, tools and techniques you will use such as o Survey o Focus groups o One-on-one interviews o Web site survey o Online resources o Copy testing · How will you measure your program’s communication initiatives such as: o Hits on your Web site o Products sold o Media placements/impressions o Requests for information o Email address collected o Number of attendees at event Conclusion A very brief review of your plan and how well it meets the needs of the client. It should summarize the factors that make your plan the one that will best get the job done for the client. Recommendations for the future. Appendices The final section(s) offers additional information that might be of benefit, such as calendar/timeline of promotional activities, geographical area (map), budget, PowerPoints, and examples of marketing communication elements. This section will include a budget summary of all costs of the campaign (e.g., media, production, direct marketing, public relations, sponsorship, endorsements, measurement and evaluation expenditures, and more). The budget should show both dollar and percent-of-total expenditures. You will have access to me, who will communicate regularly with you and provide all the information and clarification needed.  We want to increase our brand awareness to the Baby Boomer segment in the 11 communities we serve through a mission-aligned IMC campaign that works within a conservative budget.