ssessment Item 1: Client Strategy Develop a communication strategy to address the problem or opportunity identified in the client brief. The brief should address an issue that includes communication with an external public. It should not focus on a product. After compiling a comprehensive situation analysis students develop the full strategy for their client including key messages, communication tactics, evaluation mechanisms, timeline and budget. Strategic plans are tested and refined in collaborative tutorial workshops and online discussion groups. The strategy needs to reflect feedback received in tutorial meetings and consultations with the tutor. The final report should include a rationale for the proposed strategy and must be supported with a minimum of five academic references. Word count: 2500-word report plus 500-word rationale Criteria: • Appropriateness of proposed strategy (20%) • Integration of research (20%) • Compliance to SMART criteria (10%) • Appropriateness of key messages (10%) • Soundness of rationale (20%) • Clarity of written expression (10%) • Accuracy of spelling, grammar and vocabulary (10%) The information of client is listed below. Polishing and refining of strategy needed for all the information I have written below: Client chosen: Mega Lighting Website: http://megalighting.net/ • Family-owned lighting business • Opened in 2002. • Two retail stores in Sydney – Auburn and Castle Hill • Mega Lighting is a lighting store for housing and commercial use • Offer lights for discounted prices, out of the wide range of products they have • Lowest prices in Sydney, beats competitors’ prices • Offers exclusive lights imported directly from China • Great customer service and after care • The store and website has not been rebranded since open. The website has a basic e-commerce section that is not running (zero sales generated). They need serious website renovation done. Problem / opportunity: As a lighting retail store and the online market flourishing nowadays, Mega Lighting has a very indistinct and minimal online presence. The store and the website has not been rebranded since their store open in 2001. It is essential to build a strong online platform in order to help increase the store presence. Research: • Interview with manager of store • What popular, widely watched media features lightings? o ‘The Block’ – popular TV show. Possible feature and sponsorship on show • What popular published media would feature lightings? o Better Homes and Gardens – popular magazine for home improvement ideas. Possible featured article on the magazine • What colours attract human eye? (helpful for rebranding) • Consider use of Google Analytics to see the insights of a consumer behaviour • What other lighting competitors are there in the market? • What are the important store features in purchasing a product? o 80% - competitive pricing o 62% - online purchasing o 54% - delivery speed o 45% - in-store pick up o 38% - online reviews o 36% how-to & demos o 33% - store pickup o 32% - word of mouth o 18% - social advice Comparable lighting websites (competitors): • Beacon lighting • Cosmo lighting • JD lighting • Online lighting Bud****** $******00 Campaign Goals and objectives: • To increase awareness of the store in Sydney. o Increase the e-commerce webpage visit by 10,000 by December 2017. o Earn 50 five-star ratings on the website feedback by December 2017. o Increase the amount of Facebook Page likes by 2,000 by the end of 2018. o Be featured in the TV show ‘The Block’ by the end of 2019. o Featured article on Better Homes and Gardens magazine by the end of 2019. • To influence purchase intent of the customers. o Gain 10,000 views on the promotional ad video by December 2017. o Reach 200+ views on every engaging, informational advertising posts created on the Facebook page by the end of 2018. o Send promotional information emails to every customer 4 times per year during the 2018 financial year. Key publics: • Customers that need lighting in their homes / commercial properties • Competitors (other light shops) • Key messages: • Lowest prices in Sydney • Price beat competitors • Exclusive lights imported from China Communication tactics • Renovated website • Newly built e-commerce page • Facebook page • Promotional ad video • Promotional and seasonal emails • Posters and flyers • Feature on home renovation TV shows • Feature article in home magazines The report should address the following elements: • Introduction / summary of client and issue • Situation Analysis should include information about the organisation and its goals; information about the current situation; problem / opportunity statement; research undertaken and research that could be undertaken to assist in developing the public relations program; SWOT analysis or similar • Public relations goals and objectives • An analysis of key publics • Key messages • Communication tactics • Rationale to justify the approach being recommended – why your tactics are appropriate for your identified publics • Timeline • Budget – this is to be presented in a working Excel spreadsheet • Evaluation approach • Research – throughout the campaign and/or in evaluating the campaign This is a practical report however as it is a university assignment, the practice needs to be supported by theory and relevant literature. You should read broadly to develop your understanding of the subject and to guide your strategy development. Your comments, statements and recommendations should be supported by reference to literature and a minimum of five academic public relations literature references is expected. In addition to your text, some sources that will provide relevant information to support your report include: • Macnamara, J. 2012 Public Relations – Theories, practices and critiques • Austin, E. W. 2015, Strategic public relations management : planning and managing effective communication programs, Routledge, NY. • Caywood, C. 2012, The handbook of strategic public relations and integrated communications, McGraw Hill, NY • Gregory, A. 2015, Planning and managing public relations campaigns : a strategic approach, London Philadelphia Kogan Page • James, M. 2014, Positioning theory and strategic communications : a new approach to public relations research and practice, London Routledge • Theaker, A. 2012,The public relations strategic toolkit : an essential guide to successful public relations practice, New York, NY : Routledge • Coombs, W. T.,Falkheimer, J.,Heide, M.,Young, P., 2016, Strategic communication, social media and democracy : the challenge of the digital naturals, London : Routledge • Plowman, K. D., 2015, The social media communication matrix : a new direction in public relations, New York : Business Expert Press • Dozier, D., Grunig, J. & Grunig, L. 1995 Manager’s guide to excellence in public relations and communication management Also journal articles: Journal of public relations research Asia Pacific public relations journal The Public relations journal In addition to these you may include references from industry publications which, while non-academic, may support your analysis. Three budget samples spreadsheets attached