Task - Create an Original IMC plan
Using an Australian organisation develop an Integrated Marketing Communication (IMC) Plan that will increase its brand awareness by 20%. Your IMC plan can be implemented in a new or existing market (Australian or global market).
You can choose an established organisation, a start-up, or your own business (however ensure you choose an Australian based business). Ensure you include a clearly defined product/service in your report.
As part of your plan you need to identify:
- Communication objectives (What are your key objectives for the campaign?)
- Segments and target market (who are your consumers/customers/clients?)
- 'Creative idea" what is your message?
- Positioning Strategy
- Communication strategy Mix (i.e. advertising, sales promotion, etc.)
- Media Mix (digital, print, social etc.)
- Basic budget concepts (how much will your media/creative messages cost?)
- Evaluation metrics (how will you measure the success? - Brand Awareness needs to be defined through research both before and after the campaign etc.)
Make sure your IMC plan is well structured with headings and is fluent and interesting to read to ensure time poor executives (CEO/Leadership Team) can understand the key components and actions.
You can use tables, graphics, flowcharts, images, screen-shots, Videos/links and other tools to make this an interesting, concise and easily communicable report that is targeted at your CEO and Leadership team. You will score more points for creativity!
Although there is no budget restriction on this project, you will need to propose a preliminary budget for your IMC Plan, detailing the spend for each channel - A simple table format will suffice.
Presentation -
In addition, think carefully about the type and style of presentation your organisation and marker might expect and utilise the resources you have available to meet that need.
A holistic, concise, original, and informed report on the outlined tasks.
Ensure your AS report format is as follows (marks will be deducted unless the following is included):
- Title Page: Subject details, assessment number and topic, your name and ID number.
- Report Title Page - Title of the report, chosen brand, your name, date.
- Executive Summary - A one-page summary of your report written in past tense
- Table of Contents - with page numbers
- Introduction - a brief overview of the report to set the scene - including the type of company and product or service to be marketed
- Task - outlined using headings for report - this should answer the Task requirements and dive into deep discussion
- Conclusion/Summary
- Recommendations
- Reference list - APA Style
- Appendices (if any)
Note: The word limit does not include your executive summary, tables/figures, appendices or reference list.