In a group of 3 (4 maximum), you write up a complete IMC plan for Melbourne Wedding Registry (See attached case study in the Resources section). 1 An integrated and optimised IMC plan for the brand of you choice (or the brand chosen by Unit Coordinator). 2 Your IMC plan should cover the following content (No executive summary needed): 1 Situation Analysis: make sure you have selected issues that are appropriate for the category, brand and its communication. You need to gather relevant information and to identify what information gaps there are and how you would plan to fill them. Make and state realistic assumptions, based on observation of the consumption patterns and/or customers. You should obtain information from secondary sources such as industry reports, ABS statistics, and articles in the business press. In this assignment, it is quite appropriate to make assumptions and you get credit for doing so. 2 Brief Marketing Objectives: propose appropriate but brief objectives, in terms of market share/sales volume. 3 Target Audience: provide detailed profiling of your target audience and justify why you chose them to target your communication campaign. 4 Thorough Communication Objectives: This section should be brief but is very important. For an IMC plan, 3-5 communication objectives are reasonable. 5 Integration of Marketing Communication Elements: outline roles for each of the marketing communication elements, their specific objectives, and discuss their integration. 6 Positioning Statement and Creative Strategy: write up a good positioning statement and provide as much detail as possible on the creative strategy. Good reports may also include prototypes of communication materials. 7 Media Strategy and Media Schedule: provide detailed plan for media strategy and scheduling and justify your plan by referring to your communication objectives. 8 Effectiveness Measures: showcase you’ve considered appropriate measures of effectiveness. 9 Budget and Time Frame (one year): provide detailed budgeting and time frame on a reasonable budget. Essay formatting requirements • You must use Times New Roman size 12 font, double spacing, fully justified paragraphs and 3cm margins on A4 pages. Please number the pages. • The first page of the report is a title page which includes, as a minimum: the report title of your choice, tutor's name, your name and student ID. This is to be followed by the first page of the report (numbered p.1 - the title page is not numbered). • Your IMC plan report must be in one Word document. No other formats will be accepted. • You are required to include (in a seperate file) an official assignment coversheet. • You are welcome to use headings and tables within your report if you wish. • Your report must be fully and correctly referenced using the APA referencing style. Word limit 4000 words equivalent maximum for the group which equates to approximately 1300. In-text tables and appendices will NOT count towards the word limit.