Maguire Image Study and other existing research. Submit budget proposal by Fall 2001 Budget enhancement approved. Research cycle in place. Inadequate funds to support the development and implementation of the marketing communications plan. Analyze current budgets for possible realignments and submit an enhancement to the marketing communications budget.
Enhancement is approved.
Funds available to carry out the plan. Lack of clarification about communication goals. Identify communication goals. IMC planning team Existing and emerging research and institutional data. TBA Clearly iterated communication goals.