MECM30013 Marketing
Communications
ASSI GNMENT 3: IMC CAMPAIGN DEVELOPMENT
ERIN CART ER
MEDIA COMMUNICAT IONS
SCHOOL OF CULT URE AND COMMUNICATI ON
WHAT IS THIS ASSIGNMENT
ABOUT?
This ass ign me nt is a bout “c ommun icat i on ” ( the 4th “P ”) .
You a re not expe cted to devel op pr ic e, p rod uct or pla ce strate gi es
WHAT IS THIS ASSIGNMENT
ABOUT?
WHAT DO I NEED TO DO?
RUBRIC
Strategy and creativity 25%
*Likeability and attractiveness of Big Idea
*Suitability and creativity of media executions
*Strategy
*Style fit for brand
Suitability for Marketing Communications 25%
*Integration of key concepts from course materials
*Understanding of key concepts of Marketing
Communications
*Logical fit for brand
*Practicality
Research 25%
*Engagement with subject material
*Independent research into client
*Proper use of academic/professional sources
Writing 25%
*Structure and flow
*Expression
*Style fit
*Grammar and punctuation
1. EXECUTIVE SUMMARY
A n a bb r e v ia t e d v e r s io n o f t h e e n t i r e m a r k et i n g c om m u n i c at io n s p l an .
A n o v er v i ew f o r t h e de c is io n - m a ke r s ( y o u r c l ie n t ) , an d s h o u l d h i t t h e h i g h l ig h t s o f y o u r
c am pa ig n r e c om m en da t io n s .
K e y e l e m en t s of a n e x ec u t iv e s u m m a r y in c l u d e :
• T h e ce n t r a l “ g i s t ” o f y ou r c a m pa i g n
• Y o u r t ar g et au d i en c e
• T h e ca m p ai g n co n c e pt ( “ b i g i de a” )
• A br ie f su m m ar y o f y o u r s t r at e g i c r ec o m m e n d at io n s in c l u d in g ( b r i e f l y ) m e di a e x ec u t io n s .
I t s h o u l d b e c l ea r l y w r i t t e n a n d o r g a n i se d so t h e c l ie n t ca n u n d er st a n d y o u r id ea s a n d
r e c om m en da t io n s w i t h o u t h a v in g t o d i s t i l l t h em fr o m t h e d et a i l ed r e po r t .
A ca de m i c S k i l l s i s h e r e t o h e l p …
• G o a l : T o d e t e r m i n e t h e c u r r e n t s i t u a t i o n f o r
t h e b r a n d a n d i d e n t i f y k e y p r o b l e m s ( = k e y
c h a l l en g e s )
• I n t e r n a l f a c t o r s : T h e b r a n d/ c o m p a n y i t s e l f &
i t s c o m m u n i c a t i o n s s t r a t e g y
• E x t e r n a l f a c t o r s : C o n s u m er t r e n d s , i n du s t r y
s i t u a t i o n , c o m pe t i t o r s . C o n s i d er s o c i a l , c u l t u r a l ,
p o l i t i c a l a n d ec o n o m i c i m pa c ts
• T h e r e a r e s ev e r a l w a y s to m a k e t h e s i t u a t i o n
a n a l y s i s c o n c i s e ( t o s a v e s p a c e ) :
• C o n v e r t y o u r d a t a i n t o g r a p h s , c h a r t s o r
t a b l e s t o m a k e i t e a s i e r t o d i g e s t . E x a m p l e s :
P i e c h a r t s t o i l l u s t r a t e m a r k e t s h ar e o r
m ed i a s p e n d i n g ; b a r c h a r t s to c o m p a r e d at a
o r i n d i c at e t r e n d s , l i n e g r a p h s t o i l l u s t r a t e
e x p e n d i tu r e o r s a l e s t r en d s
• U s e bu l l e t ed l i s t t o h i g h l i g h t o r s u m m a r i s e
k e y i n f o r m a t i o n
• M ak e u s e o f h e a d i n g s a n d s u b h e ad i n g s ( b u t
n o t t o o m a n y ! )
2. SITUATION ANALYSIS
2. SITUATION ANALYSIS
A S W O T ca n b e a u s e f u l t oo l t o s u m m a r i s e y o u r s i t u a t io n an a l y s i s .
A S W O T ca n a l s o be u s e d as a br i d g e f r om y o u r s i t u a t io n a n a l y s i s t o y o u r ob j e c t i v e s
b e c au s e c am p a ig n ob j e c t i v e s ar e of t e n d e r iv e d f r o m t h e s t r e n g t h s , w e ak n e s s e s ,
o pp or t u n i t i e s a n d t h r e a t s u n c o v e r e d in y o u r s i t u a t i on an a l y s i s .
T h is i s a n O P T I O N A L a pp r o ac h t o y o u r s i t u at io n a n a l y s i s .
2. SITUATION ANALYSIS
• Provi de a p rob l em s tatement as a
concl us i on of y our s i tua t ion a na ly s i s .
• Prob lem s ta tements a re co nc l us ions
d rawn from yo ur s i tua ti on a na lys i s
• C l i ents ’ p rob lems a re d rawn from the
i nte rnal wea kness es a nd ex te rnal
th rea ts f ound i n your s i tua t ion
a na lys i s .
• What i s the key prob lem?
• Remember : Not a l l p rob l ems are
equa l l y i mpor ta nt, and not a l l
p rob lems ca n be so l ved by market i ng
communi cat i on.
3. TARGET MARKET
PROFILE
• T h i s i s “ t o w h o m y o u r c am p a i g n w i l l be
d i r e c t e d ”
• T a r g e t m a r k e t = t a r g e t a u d i e n c e = t a r g e t
s e g m e n t
• T h e s e g m e n t w h o s e n e e d s a n d w a n t s
a r e be s t m et b y y o u r
b r a n d / p r o d u c t / s e r v i c e , a n d th u s
p r o v i d e s t h e b es t o p p o r t u n i ty f o r y o u r
b u s i n es s g r o w th
• Y o u r s i t u a t i o n a n a l y s i s w i l l g i v e y o u a
g o o d i n s i g h t w i t h w h i c h t o s e l e c t a
t a r g e t m ar k et .
• D e s c r i b e “ w h o ” a n d “ w h y ”
• W h o : D e s c r i b e y o u r t a r g e t s e g m e n t
• W h y : E x p l a i n w h y y o u w a n t t o t a r g e t
t h e s p e c i f i c s e g m e n t
• S o m e c a m p a i g n s ta r g e t m o r e t h a n o n e
s e g m e n t ( p r i m a r y an d s e c o n d a r y )
• L i n k y o u r ta r g e t to y o u r o b j e c t i v e s .
3. OBJECTIVES
• Th is i s “w here yo u w ant to b e”
• Y ou s ho uld sta te co m mu ni ca t i o ns o bject iv es b ecause y ou a re w ork ing on
a market ing co m mu n i ca t i o n s campa i gn
⚬ Co mmuni cat i on s ob ject iv es a re bes t s et us i ng c ommun icat io ns
eff ects as meas ures , w ith a t t i tu d ina l o r behav io ura l changes in min d
(aw arenes s , co nsi derat i on , p ercept io n , sent i ment, rep utat io n , e tc )
Obj ect iv es s hou ld be :
• S MART ( spec i f i c , measurab l e , ach iev ab le , re lev an t, t ime -bo und)
• D oes yo ur ob j ect iv e make sen se?
• Can i t be us ed to eva lu ate the suc cess of yo ur campa ign?
• Inc lu de 2-3 ob ject iv es i n yo ur campa i gn p rop os al
4. MARKETING COMMUNICATIONS
PROGRAM & ACTIVITIES
T hi s s ect io n i s ab o ut dev el op i ng a m ar ket in g c om m un ic at i o ns p ro gr am
f o r th e bra nd . T hi s i s th e “ h ear t a nd s ou l” o f you r su bm i ss i o n.
• B ig i dea
• Mes sage st ra teg ies
• Medi a & too ls

4. MARKETING COMMUNICATIONS
PROGRAM & ACTIVITIES
B i g i de a
When y ou c ome up w i th a
b i g id ea , th i nk abo ut the
fo l lo wi ng ques t i ons :
• What is the “b i g i dea”?
B e v ery c lear on th i s
and ens ure i t i s c lear ly
a r t icu l ated i n yo ur
pro po sa l
• How is i t re la ted to
y our o b ject iv e ( s )?
4. MARKETING COMMUNICATIONS
PROGRAM & ACTIVITIES
M es sa ge str ate g i es
T hi s i s ab o ut me ss age ap p eal s
an d ex ec ut i o n sty l e s. Yo u wi l l
ne ed to r em em be r :
• W hat i s an i nf o rm at i o na l
ap pe al ?
• W hat i s an em o t i o nal
ap pe al ?
• T he sp ec i f i c m es sa ge
s ty l es we l ea rne d
( dem o ns tr at i o n, s l i ce o f
l i fe , et c…)
4. MARKETING
COMMUNICATIONS
PROGRAM & ACTIVITIES
• M e d i a a n d t o o l s :
• W h a t k i n d s o f m e d i a a n d t o o l s w i l l y o u u s e t o
c o n v ey y o u r m es s a g e t o y o u r ta r g e t ? W h y ? M o s t
i m p o r t a n t l y , h o w w i l l y o u i n t e g r a te t h e m ?
• M e d i a : T e l e v i s i o n , r a d i o , n e w s pa p e r s ,
m ag a z i n e s , o u t - o f - h o m e , t h e i n t e r n e t ,
i n t e r a c t i v e m e d i a ( s o c i a l a n d m o b i l e ) . . .
• T o o l s ( = m a r k e t i n g c o m m u n i c a t i o n
c o m p o n e n t s = m e t h o d s ) : A d v er t i s i n g , d i r ec t
m ar k et i n g , p u b l i c i t y ( P R ) , e v e n t s , p r o d u c t
p l a c e m e n t , s o c i a l m ed i a m a r k e t i n g , m o b i l e
m ar k et i n g , i n f l u e n c e r m a r k e t i n g , v i r t u a l
r e a l i t y , a u g m en t e d r ea l i t y , e t c .
• Y o u m i g h t c h o o s e t o s e l e c t t h e r i g h t M C t o o l s
f o r y o u r c a m p a i g n f i r s t , T H E N d e t e r m i n e y o u r
m e d i a c h o i c e s .
P r o v i d e r a t i o n a l e s f o r y o u r c h o i c e s .
I t i s ab o ut i d en t i fy i n g an d in tegr at i n g di f f ere nt pr om o t i o na l me tho d s ( = to o l s) .
IMC IS NOT JUST ABOUT MIXING
DIFFERENT MEDIA
YOUR SELECTION OF TOOLS DEPENDS ON
YOUR OBJECTIVES
DON'T FORGET THE PESO MODEL
MAPPING OUT YOUR
CAMPAIGN
• O b je c t iv e : W h at d o y ou wa n t t o ac h i ev e
t h r o ug h yo ur ca mp a i g n? I nc lu de 2 - 3
o b j ec t i v es i n y o ur p r op osa l .
• Bi g i de a : W hat ’ s t he k ey me ssag e of yo ur
c am pa i g n?
• M e s s ag e s t r a t e g ie s : W hat i s y ou r “ c r ea t i v e
p l an ” t o de l i ve r y o ur m ess ag e t o y o ur ta r g et
aud i enc e? H o w wi l l yo u co m mun i ca te y ou r
k ey m ess ag e?
• T oo l s & m e d ia : W hat t o o l s ( me th ods ) and
m ed i a ( c hanne ls ) w i l l y ou use t o c om mu n i c a t e
y ou r m essa g es to y o ur ta r g et au d i enc e? W h y ?
5. EVALUATION
O ut l i n e h o w y o u w i l l e v a l u a t e y o u r
c a m p a i g n ’ s s u c c e s s :
• Y o u n e e d t o k n o w h o w y o u w i l l r ep o r t o n
y o u r o b j e c t i v e s . T h i s i s a g o o d c h e c k o f
w h e t h e r y o u r o b j e c t i v es a r e S M A R T
• P r o v i d e a p l an t o a s s es s i f y o u h av e
a c h i ev e d y o u r s t a t e d o b j ec t i v e s . Th i s
d e m o n s t r a t e s t h a t y o u a r e n o t o n l y
c o n f i d e n t i n y o u r c am p a i g n
r ec o m m en d a t i o n s , b u t w i l l i n g t o b e
a c c o u n t a b l e f o r t h e c a m p a i g n ’ s r e s u l t s /
R O I
• Y o u d o n ’ t n e e d t o c o m e u p w i t h
c o m p l i c a t ed o r s o p h i s t i c a t e d r e s e ar c h
p l a n s . S i m p l y i n d i c a t e h o w y o u w i l l a s s e s s
w h e t h e r y o u r p r o p o s e d c a m p a i g n i s
s u c c e s s f u l .
5. POSSIBLE
CORRECTIVE
ACTION
S t a t e o n e o r t w o c l e a r e x a m p l es o f
p o t en t i a l i s s u e s a nd p r o v i d e p o ss i b l e
c o r r e c t i v e ac t i o n s y o u w o u l d
r ec o m m en d .
• T h i s i s y o u r c o n t i n g e n c y p l a n t o
d e a l w i t h u n f o r t u n a t e
e v e n t s / s i t u a t i o n s t h a t m ay
n e g a t i v e l y a f f e c t y o u r c a m p a i g n ’ s
e f f e c t s a n d e f f ec t i v e n e s s
• T h i s w i l l d e m o n s t r a t e t o y o u r
c l i e n t t h a t y o u h a v e c o n s i d e r e d
a n y f a c t o r s t h a t m a y t h r e a t e n t o
a f f e c t y o u r c a m p a i g n ’ s s u c c es s .

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