Integrated marketing communication plan

The Integrated Marketing Communications (IMC) plan

1.     Introduction

The Integrated Marketing Communication plan assignment is designed to evaluate your ability to understand and apply the course material. The assignment requires you to assess and critique the Marketing Communications of a company, make recommendations for how they could be evaluated and improved.
The assignment will be completed individually.
Your tutorial sessions will provide you with basic information for your plan, and you will have an opportunity to discuss your project with your tutor in each tutorial session. Failure to attend your chosen tutorial may seriously undermine your ability to complete this project. The schedule of tutorial sessions is as follows;
Tutorial Schedule
Week 3:  beginning 17 March
Tut 1 Project discussion #1, Report writing
Week beginning  24March
Tut 2 Project discussion #2 Background
Week beginning  31 March
Tut 3:Project discussion # 3  critiquing implementation  
Week 6: beginning 7 April
T4: Project discussion #4 Recommendations and evaluation.  
Week 7: beginning 14 April
Monday 14 April, drop in q & a session.  Times TBA.
Week 8: beginning 5 May
Assignment one presentations
Week 9: beginning 12 May
Assignment one presentations
Week 10: beginning 13 May
No tut
Week 11: beginning 20 May
No tut

2.     Outputs.

The following pages detail the content of the IMC Plan.  It is expected that you will follow the structure of a formal business or marketing plan. You all have experience with this in both MARK101 and second year courses. As a refresher, we will run through the basics of report writing in the first tutorial.   You are expected to use your own experience and judgement to determine how to structure your report and if you are unsure, refer to the faculty writing guide for help with this.  The guide is available on blackboard. 
The maximum limit for the written report is 3000 words (not including the cover and table of content pages). This does include the use of appendices.
Marks will be allocated for the presentation of the assignment. This includes grammar, spelling, formatting, etc.  It is possible to lose marks for grammatical and spelling errors.  Clear and concise writing will assist you in communicating your ideas more effectively. 
The written IMC plan is due, 2pm, Tuesday 20 May and is to be submitted in the MARK 301 Assignment box on the Mezzanine floor of Rutherford House and electronically through Turnitin.

3.     The Project Brief.

Introduction

This assignment requires you to do two things;
1.      Critique the publicly available information of the marketing communications of a single organisation.
2.      Create recommendations for how the organisation’s marketing communications outcomes could be evaluated and improved.
You can write your IMC plan on any one of three organisations:
1.      Home Instead senior care.
2.      The Co-operative Bank – launch of a tertiary sector banking product.
3.      Fairfax Media –the Dominion Post.
Background information for each of the three organisations follows. Choose any one of these three for your report.
This assignment does not require primary research.  Use as much publicly available information as you can but do not ask to speak to anyone in the organisations directly.
1. The Organisations
Home Instead Senior Care
Launched in the United States of America in 1995, Home Instead Senior Care is a franchise based organisation which now has a presence in more than 10 countries including New Zealand.The Home Instead service offerings are based on providing senior clients with personalised in-home care in order to maintain their quality of life, independence and dignity.
As a growing franchise based business, Home Instead Senior Care has a need to publicise their services as an alternative to retirement villages and rest home care. They wish to increase knowledge about their business, grow their client base and create profitable returns within the next 12 months.
Fairfax Media and The Dominion Post
The major daily newspaper of Wellington city and surrounding region, the Dominion Post is a flagship title for the Fairfax media group.  The Dominion Post was formed in 2002 with the merger of two Wellington dailies, the Dominion and the Evening Post. In recent years the newspaper industry has continued to be challenged by the rise of digital medias, changes to the way readers access their news and information, and the manner in which sellers advertise their goods and services. 
Farifax Media wants to ensure that the Dominion Post is not only a profitable business, but that it remains at the forefront of news and information provision in the greater Wellington region.  To do this the newspaper’s communications need to be accessible to readers and advertisers alike, be highly relevant and continue to attract a growing subscription base over the next 12 months.
The Co-operative Bank. – Launch of a tertiary sector banking product.
Rebranded from the PSIS in 2012, the Co-Operative bank is looking to build on the recent success it has had with its rebranding campaign, the tagline of which is “driven by your prosperity, not our profit”. The campaign attempted to flip the typically negative response to the announcement of record bank profits on its head.
After undertaking a strategic analysis of its product portfolio, the Co-operative bank identified the tertiary student sector as a promising market segment from which it could build an exciting new product offering.  It now needs to communicate these offerings to students nationwide and sign up as many new customers as possible within the next 12 months.   

The Project task

The following sections detail the content to be included in the IMC report.  

Section one –  Background (4%):

An IMC plan needs to sit within a wider framework of organisational strategy. The first section of the assignment asks you to provide background to both the organisation and the industry in which it exists.    Using publicly available information provide the following information;
Note: You may need to use assumptions in your answers.  Make sure you identify what assumptions you have made and justify their use.

Company Background       3%

·         Organisation name, size, description of what the company does and its mission. 
·         Brief discussion of the wider environment, – keep PESTE and competitor analysis relevant to the IMC plan.
·         Outline the size of the operational revenue and its profitability,
·         Describe the overall strategic goals of the organisation and where relevant, the parent organisation.  

Marketing Background   1%

·         Describe the Target Marketing and Positioning strategies of the organisation.

Section two – Critique – (6%)

Using as much publicly available information as you can gather, critique the current marketing communications approach of your organisation. Include an analysis of the following;
1.      What is the overall communication strategy the company has chosen (sum this up in a sentence or two).                                                                                               
2.      Outline the key message the company is attempting to convey to its target market.
3.      Explain the brand associations that are being conveyed to the target audience.  
4.      Explain the media strategy that the organisation is using to send its message to the
target audience.

5.      Explain why the media strategy is appropriate for the organisation.

 

Section three –  Recommendations and Evaluation   –  (10%)

Make recommendations for how the organisation can improve the outcomes of the IMC plan.
1.       Develop three key objectives the organisation should use for their IMC plan. These objectives should relate to ;
i)        Brand awareness
ii)       Brand Image
iii)     Behaviour  
                                                                                                                               
2.       Identify improvements to the creative elements of the communications and recommend ways to;
i)        Build a strong relationship between the company and its customers.  Justify your suggestions.
ii)      Create effective reach.                                                                                                                        
3.       Apart from advertising, identify other elements of the promotional mix the organisation could use and explain why these would be appropriate.           
4.      Estimate a budget for your recommendations in 3.2 and 3.3. What budgeting approach should your organisation use and why.           

5.       Give details of evaluation methodologies the organisation could use and explain why they are an appropriate choice.