Assessment Tasks 1 & 2: Individual Project – IMC Initial Brief and Full Plan
Initial Brief: 5pm Sunday (AEST) end 2 October 2013
Full IMC Plan: 5pm Sunday (AEST) 12 October 2013
Task 1: 1,000 words maximum for the initial brief.
Task 2: 3,500 words maximum for the Full IMC Plan (including the Initial Brief, which will form part of the completed report).
You are to prepare an integrated marketing communication plan for one year, for a small or medium business (SME) of your choice with which you are familiar.
You are only to use secondary research and are not to contact the business directly to involve them in this process. Thus, you utilise your existing knowledge of the business and its activities [coupled with secondary research related to the market] to develop the plan.
The description ‘small or medium business’ (SME) is fairly open for the purposes of this assignment. The key element is that it must be a relatively small operation and not have connections with a larger concern. Thus, it cannot be a franchise or a branch that has the benefit of umbrella promotional/communication activities. What you develop for this business will be all it has to rely on for the year ahead.
Assume that you have a budget of $100,000 for the year.
I recently saw this ad on TV and thought it was an intersting example of positioning by poduct use (some may consider this as a repoisitioning – demonstrating alternate uses:
Normally, your plan would need to be approved by the business before you proceed. Therefore, in this case, you will still need to present a likely initial brief, which will be followed by a comprehensive report with the reasoning behind your suggestions and some documents supporting the program. Listed below is a guide to the key features required to fulfill the task:
There are two stages to this project.
Stage 1: Initial Brief
Your initial brief should include:
- Brief overview of the organisation;
- List of assumptions (information you need, but do not have);
- Potential competitors (primary and secondary);
- Overview of current marketing mix;
- Communication objectives;
- Positioning statement;
- Possible and chosen segment/s for IMC plan (with justification);
- Proposed use of promotional mix elements (with justification – this may ?change for your final plan).
- Feedback received for your initial brief may be used and applied in your final IMC plan.
Stage 2: Full IMC Plan
Your final IMC plan is due in Week 10. You must incorporate academic literature to support/justify your decisions. Unsubstantiated statements will not provide credibility to your discussion. Your final IMC plan should include:
- Situation Analysis
- ? Overviewoftheorganisation;
- ? List of assumptions (information you needed, but did not have);
- ? Potentialcompetitors(primaryandsecondary);
- ? Overviewofcurrentmarketingmix;
- ? Objectives and Budgets
- ? Communicationobjectives;
- ? Budgetcosting;
- ? Communication and Creative Strategy
- Communication strategy (selection and justification);?
- Execution and appeals (selection and justification);
- ?Draft communication materials (for example, storyboard, flyer, internet site [entry level], print advertisement, social media page, web application
- Media Plan and Strategy
- Media Mix (selection and justification);
- ?Media coverage (selection and justification);
- Media schedule (illustration and justification);
- Campaign Evaluation
? Approach to measuring campaign effectiveness.
* Marks will be awarded based on your ideas, rather than your graphic design skills. Rough sketches, including stick figures is adequate.
Points to Consider:
- You may need to make some assumptions due to the focus of this ?assignment. These assumptions should be stated in the initial brief.
- You need to ensure your Web page is user friendly. Excessive clutter and a layout that slows down processing speed can have negative impacts on the browsers and users.
Additional Guidelines for the Project
- Remember that it is necessary to explain and/or justify the points that you make, and that unsubstantiated assertions provide no credibility to your discussion or analysis.
- You will need to cite at least four (4) different academic sources in your initial brief. You are encouraged, of course, to use other additional sources when presenting this assignment.
- You are expected to consult academic journals and texts for material to support your discussion in this assignment. At least twelve (12) different academic sources (refereed journal articles/conference papers/researchbooks) should be used in your discussion and cited correctly within your text and in your references for the final report. These sources should be additional to your prescribed text.
- The context of this project is a business discipline, not a traditional high school English essay. You are expected, therefore, to use headings and subheadings throughout your work to help identify its structure and progress.
- Dot points should be used very sparingly, if at all. Dot points are a communication tool for presenting summary information and rarely progress discussion or argument. Your assignment requires integrated discussion and/or argument, not the presentation of summary information