Assessment item 3 Marketing Communication Report Value: 30% Due date: 20-May-2017 Return date: 13-Jun-2017 Length: 2500 words Submission method options Alternative submission method Task Your task is to create a 12-month marketing communication plan (IMC) to promote MealsOnWheels (Australia) a non-profit organisation. It needs to contain background information, market information, a brief overview of your creative strategy, the media schedule and the budget. This task requires you to research and locate the MealsOnWheels (Australia) brand (identify the product/service of the brand) and then create an integrated marketing communication plan for the organisation. You need to compile and justify the following information about your marketing communication plan. This is an academic report and you need to support your ideas with relevant theory from the textbook and academic sources). Each section of the plan needs to include definitions and descriptions of the key theoretical points and then needs to be applied to the marketplace through specific details of your strategic plan. You need to include secondary market data. Conclusion and recommendations sections should not contain theory, but be an overview of your plan. The report needs to contain the following information: Executive Summary (not part of word count) Present a detailed overview of the communication strategy stating purpose, methodology used, findings and recommendations. Dot points should be used for findings and recommendations. Background of market and brand (~800 words) Provide a brief overview of: Brand (no more than ½ page) Marketing objectives (what you want your campaign to achieve) Describe and explain your target market (there can be more than one target segment) Creative Strategy (~500 words) A brief overview indicating which type of creative strategy you will use (e.g. unique selling proposition, emotional, pre-emptive) for your target market (images, mock ups etc.). Media strategy (~650 words) Strategic promotion tools mix (i.e. advertising, sales promotion, PR, personal selling, direct marketing) Type of media (i.e. Broadcast, print, interactive, out-of-home) Type of schedule (i.e. Continuous, flighting, pulsing) Flowchart (an overview of your plan) Reach goal (how many – just an educated estimate given the media choice) Frequency goal (how often) Timing goal (when) Media budget (~150 words) There is no set budget for this task and you do not need to research costings for your campaign. However, it is important to understand and for you to demonstrate your understanding of the importance of budgeting. Define, describe and evaluate budget in this section and link to your marketing objectives stated above. Refer to P.17 of your text and discuss how BUTD budgeting would apply to your case. Conclusion and Recommendations (~400 words) This section sums up your whole plan. The key aspects of your IMC plan should be reiterated here. Be certain that your recommendations are relevant and realistic. Rationale o Be able to demonstrate understanding of marketing communication in the overall marketing strategy o Be able to demonstrate understanding of theoretical concepts underlying marketing communications program o Be able to demonstrate various elements of the communication mix o Be able to demonstrate understanding of theoretical frameworks that integrate various elements of marketing communication Marking criteria Criterion: The skills to be assessed Fail Pass Credit Distinction High Distinction Communication Skills: This is about the presentation of the work including: Format, Grammar, including images Value 25% Grade range 0-25 Poor grammar, spelling, punctuation, concepts were not clear, no paragraphs or formatting- no images, tables or illustrations Marks 0-12 Some grammatical errors, sentences were clear and complete clear structure and formatting using headings, and sub headings, some illustrations and diagrams, but not explained and only decorative Marks 12.5-15.5 Minor grammatical errors, sentences were clear and complete, structure and format were used to aid the reader including diagrams, tables and images, that are relevant to argument, but are still not fully explained or described Marks 16-17.5 Free of grammatical errors. Structure and format were clear. Sentences were well constructed. Language was concise. Excellent use of diagrams, images and tables that are both visually appealing as well as clearly relevant and explained Marks 18 -21 Free of grammatical errors. Structure and format were clear, logical and consistent. Sentences were well constructed. Exceptional use of diagrams, images and tables, clearly relevant, explained and insightful links made. Marks- 21.5-25 Theoretical analysis skills: This is about defining, describing and evaluating the concepts that were found when researching the topic Value 30% Grade range 0-30 Concepts were not defined, described or evaluated. Marks 0-15 Concepts were defined, there was an attempt to provide descriptions to explain, limited analysis Marks 15.5-19 Clear and relevant definitions and descriptions, some attempt to develop analysis by comparing and contrasting Marks 19.5-22 Clear definitions, descriptions with analysis of concepts with comparison, with clear evaluations and conclusions Marks 22.5-24.5 Clear definitions, descriptions with analysis of concepts with highly insightful and perceptive comparisons, evaluations and conclusions Marks 25-30 Application skills: This is about linking theory to a specific context, explaining how it relates to a brand/product and making recommendations Value 40% Grade range 0- 40 There is no or limited application to a campaign, no recommendations Marks 0-19.5 The IMC plan is described and identified. The context is connected briefly to theory. There are some recommendations, but they are not well supported by arguments Marks 20-25.5 The IMC plan is described and identified. The context is connected to theory with clear links. There are relevant market recommendations and supported connections to theory Marks 26-29.5 The IMC plan is described and identified and insightful evaluations are made. The context is connected to theory with clear logical links. The recommendations are relevant, well supported with explicit connections to theoretical arguments Marks 30- 33.5 The IMC plan is described and identified and Insightful evaluations are made. The context is connected to theory with exceptional, logical and meaningful links. The recommendations are highly relevant, realistic and supported with explicit connections to theoretical arguments Marks 34- 40 Referencing Skills: This is about the application of APA referencing Value 5% Grade range 0-5 There is limited or no attempt at in-text or end of text referencing Marks 0-2 There is an attempt to apply referencing, but style and application are inconsistent Marks 2.5 There is consistent style, but application is not consistent with some errors Marks 3.5 Style is consistent throughout the text and end reference list. Application is mostly consistent. Marks 4.5 Both the in-text and end reference list are consistent in terms of style and application of APA Marks 5 Presentation An ideal assignment is your opinion, supported by evidence from respected/reliable sources, expressed in your own words, and fully referenced as to the source of ideas, facts and quotations. ‘In your own words’ is critical in displaying your understanding of the material, rather than being expert at copy and paste. Use Turnitin to check that you have fully paraphrased all your material. Any Turnitin result >15% (excluding reference list) suggests that you have over used other people’s words. Revise, and resubmit your paper to Turnitin. Requirements Submit via Turnitin on the due date.