Part A: Develop a Marketing Communication Brief
This assessment task is scenario based and needs to be completed as a simulated task. As the context is developed within a real-life scenario, your trainer will play the role of the CLIENT for this task. Your role will be of a Marketing Officer/Marketer with the responsibility for developing companys marketing communication
and promotional strategies.
Note: Assessment tasks in this unit are progressive and you must maintain copies of all your works and research until the last task.
Scenario: (Ref: http://www.tyres4u.com.au/Aboutus.aspx)
Tyres4U is an Australian-owned and operated organisation specialising in the import and distribution of tyres and tubes. It holds exclusive and non-exclusive agencies for multiple tyre brands manufactured in many overseas countries. Tyres4U operates in every state in the commonwealth of Australia and has 14 branches strategically situated throughout Australia. The head office is located in Ashfield, in the inner western suburbs of Sydney, New South Wales. It also operates branches in both New Zealand and Papua New Guinea.
While it is obvious Tyres4U sell tyres, they like to think that they actually provide solutions for businesses by also offering innovative support systems with some tyre applications, ensuring efficiency savings in traditional manual procedure areas.
In their new marketing campaign, the company has decided to adopt an Integrated Marketing Communication Strategy- to ensure effective brand messaging. The company has specific need to;
1. Promote their brand across both traditional and non-traditional marketing channels (e.g. paid advertising, public relations, promotion, website, showrooms, and social media etc.)
2. Develop different customer-focused promotional methods that are intended to reinforce each other Accordingly, you have been give the following tasks to complete as part of the marketing team.
Tasks:
In your role as a Marketer, discuss and clarify the following aspects of campaign with the client
(trainer/assessor role-play);
• Aims and objectives of the new IMC strategy
• An overview of previous promotions (available on videos at:
http://www.youtube.com/user/Tyres4UGlobal)
• Estimated budget for the new promotional campaign
Take notes and maintain a record.
Based on your discussion, complete the following tasks;
1. Visit companys website and gather information to develop a company and product profile
2. Research and identify companys competitive factors in the current market environment
3. A brief summary of companys previous promotional campaigns
4. Develop marketing communication goals and objectives
5. List suggested aspects of business and marketing components that could be included in an IMC strategy
6. Identify and describe the target audience
7. identify and describe legal and ethical requirements that will need to be addressed in developing promotional campaign
• Conducted preliminary research into the market environment and described company
a factors based on its unique product range and customer focus approach
a Marketing communication goals and objectives are developed with an integrated con strategy in mind
Identified and described both traditional and non-traditional marketing channels for t dives media mix
.
1 Identified and articulated diverse components of integrate
. Identified and described target audience and their profile
marketing communication
Outlined key legal and ethical requirements that will be relevant to launching of a net?, campaign aimed at the target audience
• Demonstrated the concept and undersign ng of the concept of Integrated Marketing
Communication
Developed a formal marketing brief with an appropriate structure and layout
•
Submission Guidelines
Submit:
• Copies of notes from client interaction
• A hard copy of the document with appropriate assessment cover sheet and attachment copies of your work for the next assessment tasks.
Electronic versions of the assessment task and email Tonic submission arrangements are al
discretion of the .
Part B: Develop an Integrated Marketing Strategy
Description:
This task builds on Assessment Task1, Part A and uses the same business scenario and context ii plays.
An integrated marketing strategy would ideally outline how the intended goals and objectives using both traditional and non-traditional marketing channels.
Using diverse components of integrated marketing communications such as public relations, d E advertising, organisational culture, events and sponsorships, the marketing mix, and customer a cohesive marketing strategy that addresses the IMC goals and objectives developed in Asses Part A, covering;
1. Appropriate marketing communication functions and media vehicles
2. Advantages and disadvantages of each media vehicle
3. Media characteristics and relevance/importance to the brand
4. Target audience profile
5. Likely audience responsiveness to the selected media
• Provided addition information and references as attachments where needed
• Cit., 2- thz external sources using an appropriate referencing system
6. Criteria for selecting multiple media and how they support each other
This strategy document should be prepared in the same style and format as the marketing brief prepared in Assessment Task 1, Part A.
The above strategy components must be developed with the integrated marketing communication concept in mind and how diverse promotions using the selected media vehicle are intended to reinforce each other. These strategies will contribute towards developing an Integrated Marketing Communication Plan (Assessment Task 2).
Assessment Criteria
The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work.
• Developed effective strategies for an integrated marketing communication plan
• Strategies reflect an understanding of the concept of integrated marketing communication
• Strategies are developed around appropriate marketing communication options such as public relations, advertising, direct marketing, e-marketing, organisational and marketing components Diverse promotional strategies are developed across a range of media
• Described how various promotional strategies reinforce each other in achieving overall marketing objectives
• Strategies are specific, realistic and actionable within the context of the business scenario
• Diverse media vehicles are identified and chosen with appropriate rationale
• Advantages and disadvantages of each media vehicle are discussed in view of band and r.,tomer profiles
• Characteristics of each media vehicle and their likely impact on the audience are discussed 71 details
• Criteria for selecting multiple media includes their reach, frequency, and cost of i.ising messages
.
• Provided addition information and references as attachments where needed
• Cited all the resources using an system
Submission Guidelines
• A hard copy of the document with appropriate assessment cover sheet and attachments
Retain copies of your work for the next assessment tasks.
Electronic versions of the assessment task and email/electronic submission arrangements are at further
discretion of the trainer/assessor.
Description: Task 2
In this task, you will be bringing all the components of integrated marketing communication into a cohesive plan that incorporates documents and details developed in previous tasks.
An Integrated Marketing Communication Plan typically includes;
• Purpose, goals, and objectives
• Definition of the target audience
• Analysis of the product or service
^ Legal and ethical constraints
Marketing communication functions and media vehicles chosen, with rationale for each
Using the above as main headings/sections, develop a cohesive and a structured integrated marketing communication plan based on your marketing brief and strategies developed in tasks 1, Part A&B. Continuing the same role play as a Marketer, you will liaise with your client (trainer/assessor role-play) and ensure that the plan is according to the organisational requirements and budgetary needs.
In this task, you will be finalising primary and secondary media vehicles and articulating how they address the specific marketing needs. Chosen media must be consistent with legal and ethical requirements.
As part of your plan, you will also develop creative briefs for each of the chosen media. The creative brief will
include product/service features, branding factors, visual appeal and effects, and pitch or appeal aimed at audiences rational and behavioural needs.
Presentation:
When completed, present the plan to the class using PowerPoint or any other presentation tool. Assessment Criteria
The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work.
• The plan is cohesive, structured and prepared in a formal style resembling a real-life document
• The plan incorporates components developed in previous tasks
• Maintained effective communication and consultation within the given role-play and participated in class project sessions
• The plan builds upon stated purpose and outlines integrated marketing communication goals and
objectives
• Assessment criteria related to marketing brief are addressed and satisfied (task 1 criteria)
• Assessment criteria related to development of strategies for an integrated marketing communication are addressed and satisfied (taks2 criteria)
• Primary and secondary media vehicle are finalised and recommended
• Rational for selecting media vehicles is based on target audience and specific marketing goals of the organisation
• proposed media schedule (i.e. a brief media plan) based on integrated marketing communication strategy
• Creative briefs for the media options
• Schedule for the creative work
• Budgetary allocation for each media vehicle
^ Creative briefs for each media option are developed and include creative content, pitch, and appeal
consistent with marketing brie
^ Legal and ethical constraints for each media option are identified and described in detail
• Schedules for creative work are prepared based on the creative brief and media requirements (e.g. a brief schedule for shooting a TV ad)
^ Budgetary allocations are made based on reasonable assumptions in consultation with the client (trainer/assessor role-play)
^ Provided addition information and references as attachments where needed
^ Cited all the external sources using an appropriate referencing system
Summarised and presented the plan to the audience (class)
^ Presentation was structured, cohesive, and covered all the aspects of the plan
^ Maintained positive body language and ensured audience interaction
^ Demonstrated the skills to effectively communicate formal marketing plans and concepts to an audience
Submission Guidelines
Submit:
• A hard copy of the plan with appropriate assessment cover sheet and attachments
Electronic versions of the assessment task and email/electronic submission arrangements are at further disc: motion of the trainer/assessor.
GET ANSWERS / LIVE CHAT