Department of Marketing Monash University MKP2702 Semester 1 2017 MKB3461 Assignment Two Semester 1 2017 Weighting/Value: 25% of Final Unit Mark Title: Assignment 2: Final Client Integrated Marketing Communication Program Plan Due date: 11:50 pm Sunday May 14th 2017 (end of WK10) in drop box on Moodle Team Assignment: Two members Word limit: 2800 words. The word count does not cover: (i) title page; (ii) executive summary; (iii) table of contents; (iv) Sections 1.0 – 6.0; (v) list of figures/tables; (vi) list of references; or (vii) appendices. You must provide an accurate word count on your Title Page + Cover Sheet. Details of task: Executive Summary: This is a summary of the key facts/details from each section of your IMC program plan. It should be no more than 1 page single spaced. It should begin with a statement about the purpose and a brief outline of the product offering, the identified target market, and key creative details. It should also contain sufficient detail for the client to gain a basic understanding what MC functions you would want to see used, the costings associated with these tools, and how the program will achieve the stated objectives. Hints: 1. This section will be written last. The reason for this is that it is NOT a plan of what you intend to do but rather a concise summary of the key points from your actual IMC program plan. 2. Busy executives/directors will turn to this section of a report first. They will use it to get a feel for the report and what it is saying/recommending. Care therefore needs to be taken to ensure that the summary contains all key pieces of information and is written in a compelling way. 3. This link will take you to some good/vs poor examples of an executive summary. http://unilearning.uow.edu.au/report/4bi1.html 4. Being able to write a good executive summary is a critically important skill in business. It is therefore worth your time and effort to learn (and practice) this skill now whilst you can receive feedback. The following business site provides some helpful tips. http://www.skillsyouneed.com/write/executive-summary.html Sections 1.0. through to 6.0 So that your client can receive the full version of your IMC program plan you will need to begin this assignment with the content from the first six sections of Assignment One. This content will not be remarked. However, you are encouraged to utilise the feedback from Assignment One to improve the quality of the work that you present to the client in these sections. Section 7.0 Final positioning strategy Drawing on the feedback that your team members received for this section in assignment one, develop your final positioning strategy for your product offering. Remember to justify your selection. Section 8.0. Final selected value proposition and objectives Department of Marketing Monash University MKP2702 Semester 1 2017 In this section you will develop your final set of sales and communication objectives. You are strongly advised to utilise the feedback that you received in Assignment One. Remember, these objectives must be “SMARTT” and they should be well justified. Your communication objectives should also link back to the Facets of Effects Model (see your theory notes). Department of Marketing Monash University MKP2702 Semester 1 2017 Section 9.0. Overview of creative elements  Outline the claims that you would recommend that the client make with respect to the product offering  Outline any promises that you would recommend the client make with respect to the product offering  Outline the message strategy that you would recommend that the client use if they were to take on the product offering and select your target market. o Please see the handout on developing a message strategy that is available on the Unit Moodle site under the assignment resources tab. This handout includes information taken from a number of sources and is designed to help you complete this component of the assignment.  Outline the type of executional framework(s) you would recommend that the client use if they were to adopt the product and select your target market. You are required to justify your selection to the client. Section 10.0. Overview of IMC Program Mix In this section you are required to outline the MC functions (i.e., MC tools) that you would recommend the client use with respect to your product offering. Your recommendations must cover a minimum of four (4) MC functions, one of which must be digital marketing (this covers digital media and social media). Examples of other MC functions/tools include: sales promotion (consumer orientated/trade-orientated), public relations, sponsorship, database, direct response, and personal selling. You are also required to outline the relative emphasis you wish to place on each of your selected MC functions (tools). That is, you will tell the client what percentage of the total budget you wish to apportion to each MC function. This information must be summarised in a diagram and you should provide a justification as to why you have recommended that the budget be apportioned in this way. Section 11.0. Discussion of each MC Function In this section, you will succinctly describe how you would recommend each of the MC functions be used over the course of the 12-week IMC program.  Remember, the client wants to see how each MC function will be used to achieve the stated objectives  The client also wants to know when during the 12-week IMC program each element will be used. This information should be summarised in a diagram/table.  As your client is very budget focused, you will also need to carefully present the expected costs for each MC function in a table. Your client has requested details on how you arrived at your costings and all references of where you obtained your costings information from.  If you use online or print advertising, you will need to provide a media schedule table/diagram to summarise when each media vehicle will be used over the course of your IMC program. This should lead to a discussion of media scheduling patterns and provide information on the (i) frequency and (ii) cost of each media vehicle selected. Section 12.0. Campaign Evaluation To prepare this section both team members must have read the chapter in your textbook on evaluating (or measuring the effectiveness of) an integrated marketing communication program. In this section, you will briefly discuss how the client could evaluate the 12-week IMC program that you have developed. Remember, the evaluation tools recommended should be commensurate with the size of the overall budget. Department of Marketing Monash University MKP2702 Semester 1 2017 Section 13.0. Pitching your IMC program plan to the client In this final section of your IMC program plan you are tasked with persuading your client that yours is the plan that should be adopted. To do this, you will need to think carefully about why you think your program is so good and how you believe it will meet its stated objectives and add real value to the business. You will need to select your words carefully so that you sound persuasive and well informed. Some things that you may want to consider including in this section include: This could include statements about the potential for the program to meet its objectives, break through clutter, engage primary target market better than competitor IMC programs, etc. References: Because of the nature of this assignment, it is difficult to be prescriptive about the number of references required to fulfil the tasks outlined. You should provide a range of references and avoid over-reliance on a small number of sources. Presentation of your written IMC program plan: Same as for Assignment 1 Criteria for marking: Submission details: Same as for Assignment 1. Please remember you must submit a hard copy for marking. Please also remember to complete and submit your 'Assessment Task Two Reflection Questions'. These can be downloaded from the Unit Moodle site. Learning objectives assessed: Overall objectives for Assignments One and Two An IMC plan is a blueprint of the complete marketing communications program for a product/brand. It is a formal document that evaluates the background of the product/brand and presents a set of guidelines and an action program for how it can be advertised or promoted. Over the course of Assignment Two, you will be given the opportunity to: (2) Employ a conceptual framework for the planning, integrating and control of the marketing communication process; (3) Demonstrate the strategic use of each of the communication elements -- advertising, database and direct response marketing, personal selling, public relations, sponsorship, and promotions. (4) Understand the dynamics involved in developing effective campaign message and creative strategies; (5) Understand the processes involved in making effective media channel and message delivery decisions; (6) Recommend appropriate ways to evaluate a marketing communication campaign. These assessment tasks are also designed to enhance your ability to communicate logically and persuasively using both written and visual language (diagrams, tables, figures). Team dynamics and marks allocation.  As this is a team assignment, it is the responsibility of students to arrange mutually acceptable times to work together on the assignment. Department of Marketing Monash University MKP2702 Semester 1 2017  The assignment will be evaluated as a single piece of work, with all team members receiving the same grade. A good result depends on each person doing his/her share of the work.  If you experience issues with the dynamics of your team that you have not been able to resolve, please immediately notify your academic facilitator and arrange a meeting.