26 August 2015

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.                                             
26 August 2015,
 0

Integrated marketing communication plan The Integrated Marketing Communications (IMC) plan 1.     Introduction The Integrated Marketing Communication plan assignment is designed to evaluate your ability […]


26 August 2015

Computer science

Computer science
As discussed in the chapter, any data you send unsecured via the hotspot can be intercepted by a criminal. In either case, if the thief intercepts your credit card number, Web site passwords, or other sensitive data, it can be used for identity theft and other criminal activities.

For this project, research these and any other possible risks you can think of related to using a Wi-Fi hotspot. For each risk, identify a possible precaution that can be taken to guard against that risk. If you have ever used a Wi-Fi hotspot, were you at risk? Knowing what you do now, would you take any new precautions the next time you use one? Is it possible to surf safely using a Wi-Fi hotspot?

At the conclusion of your research, write a one-page paper on your findings and opinions and submit it to your instructor. Include citations as to avoid the possibility of plagiarism

26 August 2015,
 0

Computer science Computer scienceAs discussed in the chapter, any data you send unsecured via the hotspot can be intercepted by a criminal. In either […]


26 August 2015

Computer scienceComputer science

As pen and voice input technologies continue to improve, these types of input methods are increasingly being supported by software programs.

For this project, research either pen input or voice input and the use one of them in conjunction with application software. How frequently is the technology used today with desktop and portable computers? Select one office application (such as a word processor or spreadsheet program) and determine what hardware or software is needed to use your selected method of input. What are the advantages and disadvantages of your input method? Would you prefer to use a keyboard and mouse or your selected method of input with this program?

At the conclusion of your research, write a one-page paper on your findings and opinions and submit it to your instructor. Include citations as needed to avoid the possibility of plagiarism

26 August 2015,
 0

Computer scienceComputer science As pen and voice input technologies continue to improve, these types of input methods are increasingly being supported by software programs. […]


26 August 2015

Computer scienceComputer science

Biometrics and Personal Privacy Biometric input devices, such as fingerprint readers and iris scanners, are increasingly being used for security purposes, such as to clock in and out of work, or to obtain access to locked facilities, a computer, or a computer network. Other uses of biometric technology are more voluntary, such as expedited airport-screening programs used by some frequent travelers and the fingerprint payment systems used at some retail stores. While viewed as a time-saving tool by some, other individuals may object to their biometric characteristics being stored in a database for this purpose. Is convenience worth compromising some personal privacy? What about national security? Would you be willing to sign up for a voluntary program, such as an airport-screening system or a fingerprint payment system, that relies on biometric data? Would you work at a job that required you to use a biometric input device on a regular basis? Do you think a national ID card containing hard-to-forge biometric data could help prevent terrorist attacks, such as the September 11, 2001 attacks? If so, do you think most Americans would support its use?

For this project, research the use of biometric input devices today and form an opinion about their use and any potential impact their use may have on personal privacy. At the conclusion of your research, prepare a one-page summary of your findings and opinions and submit it to your instructor. Please include references at the end to avoid the possibility of plagiarism

26 August 2015,
 0

Computer scienceComputer science Biometrics and Personal Privacy Biometric input devices, such as fingerprint readers and iris scanners, are increasingly being used for security purposes, […]


26 August 2015

Computer science

There are some computers available today that are designed to be worn on a belt or wrist. As mentioned in the Technology and You box, computers in the future may be able to morph into different configurations, such as a wristband, upon demand. Today's wearable computers are primarily designed for mobile workers, surgeons, military personnel, and other individuals who need hands-free access to a computer.

For this project, locate one wearable computer on the market and determine its purpose, cost, and capabilities. What tasks can it perform? Who would use this computer? Is it geared for consumer use? If so, would you wear this computer in public? Why or why not? If not, what would need to change in order for you to be willing to wear it? Think about your chosen profession—would a wearable computer be needed or be useful?

At the conclusion of your research, prepare a one-page summary of your findings and opinions and submit it to your instructor. Include citations as needed to avoid the possibility of plagiarism.

26 August 2015,
 0

Computer science There are some computers available today that are designed to be worn on a belt or wrist. As mentioned in the Technology […]


‹ Prev page1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220 221 222 223 224 225 226 227 228 229 230 231 232 233 234 235 236 237 238 239 240 241 242 243 244 245 246 247 248 249 250 251 252 253 254 255 256 257 258 259 260 261 262 263 264 265 266 267 268 269 270 271 272 273 274 275 276 277 278 279 280 281 282 283 284 285 286 287 288 289 290 291 292 293 294 295 296 297 298 299 300 301 302 303 304 305 306 307 308 309 310 311 312 313 314 315 316 317 318 319 320 321 322 323 324 325 326 327 328 329 330 331 332 333 334 335 336 337 338 339 340 341 342 343 344 345 346 347 348 349 350 351 352 353 354 355 356 357 358 359 360 361 362 363 364 365 366 367 368 369 370 371 372 373 374 375 376 377 378 379 380 381 382 383 384 385 386 387 388 389 390 391 392 393 394 395 396 397 398 399 400 401 402 403 404 405 406 407 408 409 410 411 412 413 414 415 416 417 418 419 420 421 422 423 424 425 426 427 428 429 430 431 432 433 434 435 436 437 438 439 440 441 442 443 444 445 446 447 448 449 450 451 452 453 454 455 456 457 458 459 460 461 462 463 464 465 466 467 468 469 470 471 472 473 474 475 476 477 478 479 480 481 482 483 484 485 486 487 488 489 490 491 492 493 494 495 496 497 498 499 500 501 502 503 504 505 506 507 508 509 510 511 512 513 514 515 516 517 518 519 520 521 522 523 524 525 526 527 528 529 530 531 532 533 534 535 536 537 538 539 540 541 542 543 544 545 546 547 548 549 550 551 552 553 554 555 556 557 558 559 560 561 562 563 564 565 566 567 568 569 570 571 572 573 574 575 576 577 578 579 580 581 582 583 584 585 586 587 588 589 590 591 592 593 594 595 596 597 598 599 600 601 602 603 604 605 606 607 608 609 610 611 612 613 614 615 616 617 618 619 620 621 622 623 624 625 626 627 628 629 630 631 632 633 634 635 636 637 638 639 640 641 642 643 644 645 646 647 648 649 650 651 652 653 654 655 656 657 658 659 660 661 662 663 664 665 666 667 668 669 670 671 672 673 674 675 676 677 678 679 680 681 682 683 684 685 686 687 688 689 690 691 692 693 694 695 696 697 698 699 700 701 702 703 704 705 706 707 708 709 710 711 712 713 714 715 716 717 718 719 720 721 722 723 724 725 726 727 728 729 730 731 732 733 734 735 736 737 738 739 740 741 742 743 744 745 746 747 748 749 750 751 752 753 754 755 756 757 758 759 760 761 762 763 764 765 766 767 768 769 770 771 772 773 774 775 776 777 778 779 780 781 782 783 784 785 786 787 788 789 790 791 792 793 794 795 796 797 798 799 800 801 802 803 804 805 806 807 808 809 810 811 812 813 814 815 816 817 818 819 820 821 822 823 824 825 826 827 828 829 830 831 832 833 834 835 836 837 838 839 840 841 842 843 844 845 846 847 848 849 850 851 852 853 854 855 856 857 858 859 860 861 862 863 864 865 866 867 868 869 870 871 872 873 874 875 876 877 878 879 880 881 882 883 884 885 886 887 888 889 890 891 892 893 894 895 896 897 898 899 900 901 902 903 904 905 906 907 908 909 910 911 912 913 914 915 916 917 918 919 920 921 922 923 924 925 926 927 928 929 930 931 932 933 934 935 936 937 938 939 940 941 942 943 944 945 946 947 948 949 950 951 952 953 954 955 956 957 958 959 960 961 962 963 964 965 966 967 968 969 970 971 972 973 974 975 976 977 978 979 980 981 982 983 984 985 986 987 988 989 990 991 992 993 994 995 996 997 998 999 1000 1001 1002 1003 1004 1005 1006 1007 1008 1009 1010 1011 Next page ›