Create an Original IMC plan Using an Australian organisation (you can use the same from A2 or a new one if you want) 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. Rationale Learning outcomes addressed in this assessment include: •being able to evaluate theoretical concepts underlying integrated marketing communications; •being able to examine and evaluate various elements of a contemporary communication mix; •being able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools; and •being able to apply theoretical frameworks that integrate various elements of marketing communication to a specific organisation communications problem to develop an IMC plan. Marking criteria There are five important elements to be assessed in the assessment: The presentation and style of report. The effort that went into research and the assessment. Have you answered all parts of the task? Creativity shown in developing a communication plan to solve a business problem/opportunity. Relating marketing communications theory to practice. Demonstrated understanding that marketing communications are not created in a vacuum, so contemporary customer needs and media preferences need to be taken into account. For overall grades, marks may be rounded. 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 A3 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. Research: Readings: Chapter 2, 9, 10, 11, 12, 13 of textbook Belch, et al, (2014) Note: A broad range of research is required for this assessment 10+ credible and well-researched/referenced (APA6th Style) is an expectation for A3. Hi As you know, I've added some new documents yesterday. Just wanted to confirm that you will not need to add a SWOT analysis for this assessment task. So when you look at documents no. 5 & 6 in the A3 folder in resources, just see how it is done in real life but you need not include it. The sections to include are: Cover page i. Contents page ii. Executive Summary 1.Introduction 2.Communication objectives 3.Segment and target market 4.Creative idea 5.Positioning 6.Communications strategy & media mix 7.Budget 8.Timeline 9.Evaluation metrics 10.Conclusion 11.References This is the same as in the word document structure in A3 which you can download and work on readily. Hope this clarifies. If you have any doubts, please let me know