MN227 Integrated Marketing Communications - Lecture 3

Integrated Marketing Communication

• Lecture 3B

• Dr. Max Yu

• Maynooth University, National University of Ireland Maynooth

National Voter Registration Day

• Date: 30th April

• Purpose: Register to vote

Voter Turnout Trends

• Age Gap in Voting:

  • Historical data shows that voter turnout among those over 60 has remained consistently higher than the 18-34 age group.

  • Self-reported turnout difference is approximately 30-40 percentage points over 20 years.

Client Project Overview

• Focused on National Voter Registration Day by a nonprofit organization.

• Project Breakdown:

  • Individual Contribution: 20%

  • Group Contribution: 40%

Key Personnel

• Liliana Fernández:

  • Role: Co-founder of National Voter Registration Day Ireland

  • Position: Leadership Officer at National Women’s Council (NWC)

Individual Project Details

• Objective: Register MU students as voters

• Deliverables:

  • Create a flyer for campus distribution

  • Aim to engage young people to vote, potentially impacting the Presidential Election 2025

Flyer Specifications

• Individual submission (1 flyer per student)

• Must adhere to the following rules:

  • Flyer size: A5 paper

  • Include the client’s logo

  • Follow specified color palette

  • No promotion of political parties or ideologies

  • Exclude personal names, lecturer details, or module identifiers

Submission Requirements

• Components:

  • Cover page

  • Declaration form

  • Main content:

    • Flyer (1 page)

    • Target audience description (1 page)

    • Effectiveness justification (2 pages)

  • References and appendices follow

Grading Criteria

• Total of 100%

  • Understanding of target audience and voter registration: 25%

  • Presentation quality of the flyer: 25%

  • Justification of effectiveness: 40%

  • Overall writing and formatting: 10%

Frequently Asked Questions

• Will distributions target specific student demographics?

• Can a QR code be included on the flyer?

• Are client images from social media permitted?

Group Project Overview

• Guidelines:

  • One campaign per group, focusing on a social media campaign

  • Must not promote any specific political party, candidate, or ideology

  • Do not include personal identifiers

Group Submission Requirements

• Main content (up to 12 pages) should include:

  • Cover page

  • Declaration form

  • Executive summary (1 page)

  • Introduction to the issue, client, and objectives (1 page)

  • Research insights (3-4 pages)

  • Campaign description detailing various aspects (4-5 pages)

  • Measurement of campaign effectiveness (1 page)

  • Conclusion (1 page)

  • References and appendices

Group Project Grading

• Total of 100%

  • Understanding of topic, target audience, and client: 30%

  • Campaign suitability and execution: 30%

  • Quality of justification for choices: 30%

  • Writing and formatting: 10%

Additional FAQs for Group Project

• Practical implementation timeline for the campaign?

• Defining "young people" for target audience purposes?

• Guidelines for mock social media posts or videos?

• Possibilities beyond social media for campaign delivery?

Course Timeline

• Lecture Schedule:

  • Week 1 (5 Feb 2025): Introduction to IMC (Chapters 1-2)

  • Week 2 (12 Feb 2025): The Communication Process (Chapter 3)

  • Week 3 (19 Feb 2025): Understanding Consumers (Chapters 4-5)

  • Week 4 (26 Feb 2025): Marketing Communication & Strategic Planning (Chapters 6-7)

  • Subsequent weeks cover further marketing communication topics and project deadlines, culminating in a module review on 7 May 2025.

Closing

• Thank you for your attention.

• Questions?