we have the section 5 of the same project

Overview

• Develop a clear message framework, articulating the core brand message and creating tailored messages for each target segment; organize these in a message matrix detailing segment, communication channel, key message, and supporting proof point.
• Select and justify paid, owned, and earned media channels, explaining how each fits the audience’s behavior and delivers the brand’s message effectively.
• Map out customer journey touchpoints across the awareness, consideration, purchase, and retention stages, showing where and how brand communications will reach the audience.
• Present a creative direction concept, including moodboards and headline sketches that establish the overall campaign tone and ensure messaging consistency.
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• SECTION 5. INTEGRATED MARKETING COMMUNICATION (IMC) STRATEGYPurpose: Translate the brand’s positioning into a clear, segment-specific communications plan.
  • Core brand message
  • Key tailored messages for each target segment
  • Message Matrix (segment → channel → key message → proof point)
  • Use the 7 day free trial at SEMRUSH to obtain some information on the company/and or competitors.
    
    
    • Channel Selection
  • Paid media (ads, sponsorships)
  • Owned media (website, emails, brand content)
  • Earned media (PR, social sharing)
  • Channel Strategy Overview (why chosen channels fit audience behavior)
    
    
    • Customer Journey Touchpoints
    • Creative Direction Concept (moodboards/headline sketch of campaign tone)
  • Where/how the brand reaches customers at each stage (awareness → consideration → purchase → retention)