Waterloo Hate Crime Awareness Campaign: IMC Client Plan Project

This assignment presents an Integrated Marketing Communications (IMC) client plan developed for the Hate Crime and Extremism Investigative Team (HCEI) in Waterloo, Canada. The plan aims to increase community awareness and responsiveness to hate crimes, especially targeting secondary school students through a digital and social media campaign, #HATELESSKW. The plan outlines the HCEI's mission, objectives, budget, and media outreach strategies, including presentations in high schools and online content focusing on different types of hate crimes. The campaign utilizes various platforms to engage the community, encourage reporting, and foster collaboration between the Waterloo Regional Police and the community. It also details the team's approach, fact sheets, media releases, and a media pitch to promote the campaign and its goals.

Running head: IMC CLIENT PLAN
IMC Client Plan:
Name of the Student:
Name of the University:
Author Note:

1IMC CLIENT PLAN
Fact Sheet:
Quick Facts Sheet 1:
 Hate Crime and Extremism Investigative Team Founded in 2003 (4)
Mission:
To offer expertized assistance to the significant police departments regarding the subjects
correlated to terrorism, hatred crime and criminal radicalism.
Objective:
 Increase consciousness and responsiveness regarding hate crimes among the community
in Waterloo.
 To report them with the help of a campaign engaging the public relations, social and
digital media.
Team:
 Fifteen diverse police services
 One civilian analyst to assist
Work Procedure:
 Collecting data from online sources relate to hatred, radicalism and terrorism among
Ontario and also globally. Analyzing and monitoring the data accordingly.
Fund:

2IMC CLIENT PLAN
Fund for Hate, Crime and Extremism gets generated by Ministry of Community
Safety and Correctional Services.
Highlighted Issue:
According to the report of 2016, Waterloo Region was being acknowledged as the fifth
maximum in Ontario when the hate crime takes an account. This is to be mentioned that ratings
of reported hate crimes decreased in comparison with the report of 2015. However it is still not
clear if the crime rate has been decreased or there is a reduction of hate crimes in the report.
Observation:
The race, religion, sexual orientation and ethnicity significantly are being significantly found as
the motivators of hate and crime in multiple number of cases (8).
Target:
HCEI is targeting the pupils of secondary school students in the initial stage (5). You may
agree that the young people of this age has a spontaneous tendency to go to significant extend in
order to satisfy their quests. However they are not enough mature to analyze particular
information. They just quickly absorb the information they are getting in the first hand. They do
not feel the urgency to cross check the information or to consider the other information.
Therefore HCEI have found it important to create a consciousness and responsiveness among the
particular age of people.
Fact Sheet-2:
The IMC Plan:

3IMC CLIENT PLAN
This IMC plan comprises multiple methods of the investigation and analysis regarding
Hate Crime and Extremism for the benefit of both the community and the global world. The
dedicated officials of HCEI aims to create a global based domain over social and digital media in
order to collect related to Hate , Crime and Extremism. You may admit the significance of the
crimes to get reported in order to examine, evaluate and take steps accordingly to prevent the
crimes.
Objective of IMC Plan:
 Aims to develop trust between the Waterloo community and the Waterloo Regional
Police (1).
 Encourages development and advancement of the collaboration between the communities
(7)
 Engagement utilizing the planned approaches.
Focus of IMC Plan:
 Initially targeting adolescents and young grownups
 Reaching the elder population also
Budget Requirement
This campaign will require $1664.02 among the allotted budget of significant $7500. The
balance of the specific budget ($6576.98) will be kept for unpredicted charges and the other
additional and extensional charges in the significant campaign.
Benefit and Value

4IMC CLIENT PLAN
This significant campaign is having an important contribution to entire awareness of hate
crime in the region during the introduction of original methods to report the number of crimes
and train the common people (3).
Inspiring the people to take part in campaign:
HCEI will offer discounts and incentive prizes in order to encourage the number of
people to active part in digital campaign. The gifts are comprising 3 premium gift card
giveaways to the specific store of the candidates’ choice. Three significant prize card champions
will be pronounced each Friday of the 5 specific week prolonged campaign on every social
media stations. HCEI will choose Winners randomly from significant platforms (2).
Places to Distribute News Release:
 CTV Kitchener News
 CBC News Kitchener-Waterloo
 The Record
 570 News
Media Release:
Canada, April 20, 2018: It is our pleasure to inform you that Waterloo Regional Police
and the Hate Crime and Extremism Investigative Team is introducing a campaign
#HATELESSKW. This campaign will include the presentations in number of high schools and
online digital campaigns. You are cordially invited to cover the series of presentations which
will take place from September 5, 2018. This will be a 5 weeks of campaign. HCEI is taking this
initiative in order to spread the knowledge regarding the hate and crime among the community. It

5IMC CLIENT PLAN
is to make the people of this community aware of these incidents of hate, crime and extremism
and educate them on how to report these sort criminal activities. The presentations will include
videos to offer the examples of different sort of hate crime incidents among the community in
order to make people familiar with the type of crime within the span of 5 weeks campaign.
The 5 weeks of campaign will focus on:
 1st week- incident of crime triggered because of race,
 2nd week- incident of crime triggered because sexual orientation
 3rd week- incident of crime triggered because of religion and the consequences
 4th week- incident of crime triggered because of disability of education
 5th week- incident of crime triggered because of age
This videos of crimes will be shown in the five weeks campaign and analysis the incidents, state
the local significance and circumstances, analysis the reasons and effects and promote significant
social activities in order to prevent such crimes.
An official website of HCEI is available through the WordPress (6). You get significant
resources to the incidents related to hatred and crime. This official website is also offering the
common people of this community and the international people the facility of anonymous
submission of mail or phone number to report the crime incidents. This is a significant effort
from HCEI in order to create a crime and hatred free community.

6IMC CLIENT PLAN
HCEI is a dedicated core team of six people. Among the six there are five police service person
and one data analyst. They are dedicated in collecting, monitoring and analyzing data related to
hate crime and extremism.
Media Pitch:
To the Editor-in-chief
CTV Kitchener News
Madam/ Sir,
HCEI is taking an initiative to create a safe and non-violent zone by preventing the
circumstances and incidents of crime, hatred and extremism. HCEI. I’m often worried by the
lack of consciousness regarding crime, hatred and extremism in the contemporary Canadian and
International scenario. It is kind request to you to consider this media pitch seriously and help
HCEI us to spread the hatred free message all over the world for the welfare of the entire human
race.
I would like to write an opinion piece on the collecting, analyzing and executing methods of
HCEI in this matter. I’ll argue on why it is necessary to target the teenage people and college
goers’ student. I’ll emphasize on the need of social and digital media to spread the message in
order to avoid the crime and hatred. It’s no surprise that the teenage people lack rationality. This
is why they do not consider but trust the information at the first attempt. However, I would
mention why this plan should reach to the adult people also.
I would also mention significant number of real incidents of crime and hate where you find race,
religion, sexual orientation and ethnicity as the circumstantial motivators of the incidents. I

7IMC CLIENT PLAN
would also attach number of significant prove where the crime incidents have not yet been
reported. The eyewitnesses do not take initiatives to report the crime immediately as they have a
fear to be attacked or victimized. Therefore, the HCEI has updated their website and helplines
with the anonymous submission of email and phone call in order to report the crime.
I’ll also write the report by emphasizing on the defense mechanism on the crime, hate and
extremism. It will also be highlighted why this effort of HCEI is important to develop the
relation between Waterloo Regional Police and the Waterloo Community.
If my pitch is accepted, I can submit a draft by the end of this month.

8IMC CLIENT PLAN
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