Project:
Date:
INTEGRATED MARKETING COMMUNICATIONS CHECKLIST
General Guidelines
The following checklist is a quick source for you and your team to quickly review your IMC project and assess
key areas of importance.
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Review each of the sections and check the box if your team has considered or completed
Boxes that are left unchecked should be discussed with the team to identify the reason why and the
rational behind that reasoning.
Checklist should be a part of the official job folder and project manager should sign off upon
completion.
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STRATEGIC DEVELOPMENT AND TEAM SELECTION
Job folder
Has the job been officially opened for tracking?
Strategic plan
For all major projects within IMC a completed strategic marketing plan should be completed including
objectives, components and budget. Director of Strategic Marketing or designee would complete this plan with
input from the university community, university communications and the team.
Team
Has a team been assigned and have all members been notified?
Members
Have you considered your team makeup and included the appropriate areas of the university. These areas
could include groups within communications, clients, students, and external resources.
Review
Our team has reviewed the strategic planning document.
Creative brief
Have we completed a creative brief for the project and is it consistent with the planning document including
key objectives and desired outcomes?
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Timeline
A timeline has been completed for this project.
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Measurement
The creative plan is consistent with the measurement approaches identified in the planning document.
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STRATEGY – UNIVERSITY AND IMC
Key initiatives
Presidential initiatives are a key component of our communications efforts. The team should consider
opportunities for direct integration of these initiatives into the creative plan.
Brand Platform
Has the brand platform been reviewed against the creative brief?
Value:
Have we tested creative approach against our value statement? Are we seen as a living laboratory making a
difference?
Personality:
A discussion has taken place about our personality including what key words most appropriately fit.
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Positioning
USC is position as a local, national and global leader solving problems and enhancing the quality of life for all.
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Storytelling
Have we developed an approach that will tell a compelling story
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Page two continued
INTEGRATED MARKETING COMMUNICATIONS CHECKLIST
General Guidelines
The following checklist is a quick source for you and your team to quickly review your IMC project and assess
key areas of importance.



Review each of the sections and check the box if your team has considered or completed
Boxes that are left unchecked should be discussed with the team to identify the reason why and the
rational behind that reasoning.
Checklist should be a part of the official job folder and project manager should sign off upon
completion.
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CREATIVE
THINK
Is the message effective in persuading the reader to THINK the thoughts listed in the creative brief?
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Look
Is the look clean and crisp?
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Message
Is the message simple, persuasive and easy to understand?
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Language
Is the message in “customer language”?
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Headline
Does the headline “grab” the audience through a strong presence?
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Design
Does the appearance of the creative draw in the target audience?
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Diversity
Have we appropriately reflected the diversity of the USC campus community?
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Features and
benefits
Are the key features and benefits prominently displayed?
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Call to action
Is there a strong call to action?
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Logo
Is the university logo properly used?
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Prominent
Is the logo prominent?
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Color
Has the primary and secondary palette been used effectively to promote our brand identity?
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INTEGRATED COMMUNICATIONS
Strategy
Is the creative part of an overall strategy?
PR
Is there a public relations plan in place?
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Social media
Does the creative work within both a traditional and social media platforms?
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Key partners
Have we notified key stakeholders that this communication may impact or provide an opportunity for input or
collaboration.
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Response
Is there a customer response process in place?
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