Marketing: Advertising and Promotion 
Manuel Rivera
Final IMC Plan
MKT351: Advertising & Promotion
Siena Heights University
3/1/2013
Table of Contents
Abstract ……………………………………………………………………….….. 3
Section One
1. Industry/Company Review ……………………………………………………. 4
2. Product Review/Buyer Analysis ………………………………………………. 6
Section Two
3. Competitive Review ………………………………………………………....... 10
4. Segmentation, Targeting, and Positioning ……………………………………. 12
5. Communications Objectives & Budget Review ………………………………. 13
Section Three
6. IMC Mix…………………………………………………………………….…. 14
Conclusion ………………………………………………………………….…….. 15
Abstract The New Horizons Preparatory Academy (NHPA) will be Michigan’s first P-14 private boarding school serving students considered at-risk (first generation, low-income, and students with disabilities) academically succeed, located in the heart of Lansing, MI. NHPA will have a comprehensive integrated marketing communication (IMC) plan. The focus of this report will be to give a detailed look at The New Horizons Preparatory Academy’s IMC plan. Starting with a brief history, the report will present information on the product review (facilities, filing of legal documents, writing a curriculum, target market, and current marketing mix). Section one continues with the need of a private school in Lansing, MI and services of the school. Section two will focus on the competitive review of surrounding schools, segmentation, targeting, and positioning, and end with communication objectives and budget review. Section three ends the report by focusing on the IMC mixes covering advertising, public relations, cause marketing, corporate sponsors, and event underwriting, direct marketing, and the Internet.
Section One
Industry/Product Review New Horizons Preparatory Academy will be Michigan’s first private boarding school serving first generation, low-income, and students with disabilities within the new P-14 academic system, all in the heart
Final IMC Plan
MKT351: Advertising & Promotion
Siena Heights University
3/1/2013
Table of Contents
Abstract ……………………………………………………………………….….. 3
Section One
1. Industry/Company Review ……………………………………………………. 4
2. Product Review/Buyer Analysis ………………………………………………. 6
Section Two
3. Competitive Review ………………………………………………………....... 10
4. Segmentation, Targeting, and Positioning ……………………………………. 12
5. Communications Objectives & Budget Review ………………………………. 13
Section Three
6. IMC Mix…………………………………………………………………….…. 14
Conclusion ………………………………………………………………….…….. 15
Abstract The New Horizons Preparatory Academy (NHPA) will be Michigan’s first P-14 private boarding school serving students considered at-risk (first generation, low-income, and students with disabilities) academically succeed, located in the heart of Lansing, MI. NHPA will have a comprehensive integrated marketing communication (IMC) plan. The focus of this report will be to give a detailed look at The New Horizons Preparatory Academy’s IMC plan. Starting with a brief history, the report will present information on the product review (facilities, filing of legal documents, writing a curriculum, target market, and current marketing mix). Section one continues with the need of a private school in Lansing, MI and services of the school. Section two will focus on the competitive review of surrounding schools, segmentation, targeting, and positioning, and end with communication objectives and budget review. Section three ends the report by focusing on the IMC mixes covering advertising, public relations, cause marketing, corporate sponsors, and event underwriting, direct marketing, and the Internet.
Section One
Industry/Product Review New Horizons Preparatory Academy will be Michigan’s first private boarding school serving first generation, low-income, and students with disabilities within the new P-14 academic system, all in the heart
Cited: [Michigan School for the Blind]. Retrieved January 21, 2013, from: http://tiny.cc/hv38sw State of Michigan. (2012). Michigan school data dashboard & school report card. Retrieved: https://www.mischooldata.org/DistrictSchoolProfiles/ReportCard/EducationDashboard.aspx