Marketing Communication Plan

Please note this report is a more detailed version of the presentation uploaded in the files.please do use the reference list for more detailed information and can add more of your own as well.
Please make sure you take into consideration these instructructions as well as the stucture as are part of the assignment brief:
Cover page: module details / Assignment title -Marketing Communications Plan / Campaign title / Submit date / Author anonymous – think about illustrating with campaign logo or cause related image
Exec Summary: brief overview of your report topic
Content structure: section / page numbered
Introduction: overview of your personal aims for this report-plan. This may concern what you wanted to learn and how you researched it. You could start by re-stating the basic assignment brief and module learning outcomes such as 1. Demonstrate an understanding of the various aspects of the marketing mix and marketing communications mix
2. Develop a marketing communications plan, utilising the strengths of each promotional tool to counter any weaknesses evident in other tools
3. Work as a member of a team to develop an integrated marketing communications plan;
4. Advise on the strengths and limitations of a range of promotional techniques, including: advertising, public relations, sales promotion, direct marketing, E- marketing, personal selling and sponsorship
Note – it is not a background introduction to MC , your firm or MC plan – that is reserved for the main findings chapters
Main Chapters-Findings:
1.Background-context: essential theories of marketing and MC planning, function and practice citing Fill etc / CSR and the rise of cause marketing driven by consumer belief buying
2.Brand audit: theory – what is a brand / what does it comprise / what are brand relations built on? (Fill etc)
Your macro/micro brand analysis- purpose / mission / values / target audience / market trends and position / marketing strategy / Competitive advantage or USPs
Models PESTLE
Concluding with SWOT summary (external-internal factors) – this should inform your selection of (cause related) objectives for your branded MC plan
3.Cause-related MC Campaign Plan: description of- rationale for your cause selection and its brand related purpose (i.e your event / campaign – must be linked to brand audit findings with justification of relevance, authenticity and purpose)
4. Objectives: theory – you may open with a Fill reference to setting objectives – These should relate to the cause related MC campaign you have devised – Note these are brand communications objectives –
Your objectives must be SMART and KPI measurable( please see presentation)
5.Target Audience setting: you may open with a citation of the STP process and why we can’t market to everyone – Then proceed to define the specific target audience/s and associated wider stakeholders you have identified
Model – use persona profiles to support your selection rationales – you may explain why persona profiles are useful to the MC planning process
6. Creative strategy – you might reference here emotional-rational approaches to audience communication and engagement and define your selected approach. This section should detail your:
Over-arching MC plan campaign positioning statement and branding (visualised)
Key messages applied to each target audience / stakeholder group
Supporting visual – marketingartefacts – logos / adverts / web-SM pages / posters/ information packs etc
7. Marketing Communications Mix Plan: open this with a reference to the structure and purpose of the MC mix and the advantages / disadvantages of each do not confuse it with the marketing (4-7Ps) mix
This should assess-detail and justify your selection of MC tools and how you plan to use them
They should be specified in terms of outcome you aim to achieve
And the audience you aim to reach by using them
Your rationale for MC tools selection should be supported by your brand/s audit and your analysis of target audience / stakeholders
I.e each audience group should be independently considered in terms of which tool will be most effective in engaging them
8. Media Mix Plan: open with reference to the components and purpose of media mix planning
Your selection of media platforms / channels should be based on your analysis of target audience and your assessment of their media behaviour – where and how best to engage them
Plus the objectives and creative strategy set – which medium is best fit for the purpose / aim you have set?
You may consider building this around the Owned / Earned / Paid media model – developing a strategy for each
The audience reach and frequency of each channel you select should be considered
And do give due consideration to both CONVENTIONAL and DIGITAL platforms
9. Campaign Management Plan: open with reference to purpose of campaign management and each of following components. This should cover your proposals for each of campaign planning / budget planning / campaign measurement
Model to use would be GANNTT production schedule
Conclusion:
Might summarise the conclusions you reached at the end of each of your main findings chapter sections
Should finish with a brief personal reflection on your team working experience, what went well, what might have been done better
Please do not waste word count on complaining about team member contributions (or lack of) – the key matter is what you have learned about team work in a marketing communications planning capacity
It would be useful to identify any outstanding areas of research and analysis you could or should have investigated had you had time or tools to do so.
References – essential
To core text theories and models are essential– suggest you introduce each section with an applying definition or theoretical reference using appropriate Harvard standard
These require your independent critical analysis or argument of meaning and importance to MC planning process to demonstrate subject knowledge and understanding
Reference all wider researched sources, organisational and informational, to demonstrate your wider reading
Please make sure you analyse the pptx presentation properly before starting to write.
Thank youPlease note this report is a more detailed version of the presentation uploaded in the files.please do use the reference list for more detailed information and can add more of your own as well.
Please make sure you take into consideration these instructructions as well as the stucture as are part of the assignment brief:
Cover page: module details / Assignment title -Marketing Communications Plan / Campaign title / Submit date / Author anonymous – think about illustrating with campaign logo or cause related image
Exec Summary: brief overview of your report topic
Content structure: section / page numbered
Introduction: overview of your personal aims for this report-plan. This may concern what you wanted to learn and how you researched it. You could start by re-stating the basic assignment brief and module learning outcomes such as 1. Demonstrate an understanding of the various aspects of the marketing mix and marketing communications mix
2. Develop a marketing communications plan, utilising the strengths of each promotional tool to counter any weaknesses evident in other tools
3. Work as a member of a team to develop an integrated marketing communications plan;
4. Advise on the strengths and limitations of a range of promotional techniques, including: advertising, public relations, sales promotion, direct marketing, E- marketing, personal selling and sponsorship
Note – it is not a background introduction to MC , your firm or MC plan – that is reserved for the main findings chapters
Main Chapters-Findings:
1.Background-context: essential theories of marketing and MC planning, function and practice citing Fill etc / CSR and the rise of cause marketing driven by consumer belief buying
2.Brand audit: theory – what is a brand / what does it comprise / what are brand relations built on? (Fill etc)
Your macro/micro brand analysis- purpose / mission / values / target audience / market trends and position / marketing strategy / Competitive advantage or USPs
Models PESTLE
Concluding with SWOT summary (external-internal factors) – this should inform your selection of (cause related) objectives for your branded MC plan
3.Cause-related MC Campaign Plan: description of- rationale for your cause selection and its brand related purpose (i.e your event / campaign – must be linked to brand audit findings with justification of relevance, authenticity and purpose)
4. Objectives: theory – you may open with a Fill reference to setting objectives – These should relate to the cause related MC campaign you have devised – Note these are brand communications objectives –
Your objectives must be SMART and KPI measurable( please see presentation)
5.Target Audience setting: you may open with a citation of the STP process and why we can’t market to everyone – Then proceed to define the specific target audience/s and associated wider stakeholders you have identified
Model – use persona profiles to support your selection rationales – you may explain why persona profiles are useful to the MC planning process
6. Creative strategy – you might reference here emotional-rational approaches to audience communication and engagement and define your selected approach. This section should detail your:
Over-arching MC plan campaign positioning statement and branding (visualised)
Key messages applied to each target audience / stakeholder group
Supporting visual – marketingartefacts – logos / adverts / web-SM pages / posters/ information packs etc
7. Marketing Communications Mix Plan: open this with a reference to the structure and purpose of the MC mix and the advantages / disadvantages of each do not confuse it with the marketing (4-7Ps) mix
This should assess-detail and justify your selection of MC tools and how you plan to use them
They should be specified in terms of outcome you aim to achieve
And the audience you aim to reach by using them
Your rationale for MC tools selection should be supported by your brand/s audit and your analysis of target audience / stakeholders
I.e each audience group should be independently considered in terms of which tool will be most effective in engaging them
8. Media Mix Plan: open with reference to the components and purpose of media mix planning
Your selection of media platforms / channels should be based on your analysis of target audience and your assessment of their media behaviour – where and how best to engage them
Plus the objectives and creative strategy set – which medium is best fit for the purpose / aim you have set?
You may consider building this around the Owned / Earned / Paid media model – developing a strategy for each
The audience reach and frequency of each channel you select should be considered
And do give due consideration to both CONVENTIONAL and DIGITAL platforms
9. Campaign Management Plan: open with reference to purpose of campaign management and each of following components. This should cover your proposals for each of campaign planning / budget planning / campaign measurement
Model to use would be GANNTT production schedule
Conclusion:
Might summarise the conclusions you reached at the end of each of your main findings chapter sections
Should finish with a brief personal reflection on your team working experience, what went well, what might have been done better
Please do not waste word count on complaining about team member contributions (or lack of) – the key matter is what you have learned about team work in a marketing communications planning capacity
It would be useful to identify any outstanding areas of research and analysis you could or should have investigated had you had time or tools to do so.
References – essential
To core text theories and models are essential– suggest you introduce each section with an applying definition or theoretical reference using appropriate Harvard standard
These require your independent critical analysis or argument of meaning and importance to MC planning process to demonstrate subject knowledge and understanding
Reference all wider researched sources, organisational and informational, to demonstrate your wider reading
Please make sure you analyse the pptx presentation properly before starting to write.
Thank you

Last Completed Projects