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2020 S1 MKTG5501 Integrated Marketing Communications Group Project

A SIX-MONTH POST COVID-19 CREATIVE ADVERTISING PLAN FOR “xxx ”


(Updated on March 31st, 2020)

A: Overall Requirements

1) To help students gain work-integrated learning experience, this group project is based on actual/practical
businesses. Each student group can choose either “Coffee Club Mirrabooka” or “3 Oceans Wines” for their group
project. Students should email Fang their project choice no later than April 6th, 2020.
2) The advertisement each group designs should be original, colourful and completed.
3) The advertisements must include essential elements such as the brand name, any product (store) image,
endorser(s), and a key positioning statement (ad slogan).
4) The deadline has been extended to May 25th, 2020.

B: The Structure of the Plan

The structure should be strictly followed for any group submission. *The allocated mark for each individual section is estimates
only and the lecturer may make minor modifications or changes on the allocated marks or other aspects.

Title: A Six-Month Post Covid-19 Creative Advertising Plan for xxx


EXECUTIVE SUMMARY (not included in the word count) (3%)

This 1-2 page section summarizes the advertising plan that you are planning for xxx, including the
communication objectives and the key elements of the plan.

1.INTRODUCTION (2%)

This section contains a brief introduction of your choice and why you would be interested in this particular
choice of brand.

2. SITUATIONAL ANALYSIS (35%)

2.1 Internal Analyses (5%):

This section should discuss the following aspects in details, including:


2.1.1 Assess organisational IMC capabilities
2.1.2 Assess the current brand image and IMC implications
2.1.3 Strengths and weaknesses of product or service
2.1.4 Packaging, labelling, image

2.2 External Analyses (10%):


This section should discuss the following aspects, including:
2.2.1 Customer analysis (in normal circumstances, how will consumers make their buying decisions with
regards to the product category; students can extend from who, what, why, when, where, how, etc.)
2.2.2 Competitive analysis (in normal circumstances, who/which brands are the key competitors and what
area they are competing, i.e., who, what, why, when, where, how, etc.)
2.2.3 Environmental analysis (current trends): How has Covid-19 pandemic changed consumers and
markets in general? What are the impacts on this particular product category and brand (i.e., key
challenges and opportunities)?

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2.3 Segmentation and Targeting (15%):
This section should discuss the following aspects, including:
2.3.1 Demographic Segmentation & Targeting
i) What is the 1st key demographic variable? Explain why.
ii) What is the 2nd key demographic variable? Explain why.
iii) Draw a demographic segmentation table below and highlight one cell in your table as your original
target segment. Explain your selection.
2.3.2 Psychographic Segmentation & Targeting
i) What is the 1st key psychographic variable? Explain why.
ii) What is the 2nd key psychographic variable? Explain why.
iii) Draw a psychographic segmentation table below and highlight one cell as your refined target segment.
Explain your selection.
2.3.3 Based on demographic and psychographic variables above, summarise you key target market in a few
sentences. In addition, indicate your target segment is most similar to which specific group under the under
the Roy Morgan Segmentations model (Refer to Reading 8 in Week 3’s folder for the RMS model).
2.4 Positioning (5%):
This section should discuss the following aspects including:
2.4.1 What is your positioning strategy in the plan (attribute, benefit, or anything else)?
2.4.2 What are its competitors’ positioning strategies?
2.4.3 Finally, what is your positioning statement? Explain why this positioning statement will be effective in
terms of reaching your target market.

3. COMMUNICATION OBJECTIVES AND MESSAGE/MEDIA STRATEGY (30%)

3.1 Communication Objective(s)-2%:


This sections should discuss the following aspects including:
3.1.1 What are the main advertising objective(s)?
3.1.2 The rational of setting up these objective(s) (Good objectives should address problems, not symptoms.
Discuss if the objectives meet SMARTT principles)?

3.2 Creative Strategy-10%:


This section should discuss the following aspects including:
3.2.1 What is (are) the major creative strategy(ies) for this campaign (one or two)? Rationale?
3.2.2 Explain the effectiveness of the creative style based on A-C-V framework and provide an ACV table at
the end of the discussion.
3.2.3 Explain the creativity of the advertisement based on the CAN framework.
*Make sure your discussion of creative strategy flows from targeting, positioning and advertising objectives.

3.3 Appeal Strategy-5%:


This section should discuss the following aspects including:
3.3.1 What is (are) the major appeal strategy?
3.3.2 Rationale? Any advantage(s) or disadvantage(s) of using the appeal strategy to target the chosen
segment?

3.4 Endorser(s) Strategy-5%:


This section should discuss the following aspects including:
3.4.1 Will the campaign choose ordinary or celebrities as the endorser? Why?
3.4.2 What are the characteristics of this endorser? Why will you choose this particular endorser?
*Students should include human being(s) as endorser(s) in the advertisement (one person, a couple, or a group of
people). Choosing endorsers other than human beings will not receive any mark for this section.
3.5 Execution Techniques (3%)

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3.5.1 What is/are the key execution techniques?
3.5.2 Why do you select these techniques?

3.6 Media strategy-5%:


Students should choose both print and social media.
3.6.1 Print Media (either Newspaper or Magazine) (2.5%)
This section should discuss aspects including: What are the objectives related to this print medium (newspaper
or magazine)? What is the specific vehicle in this print medium? Rationale? What is the scheduling?

3.6.2 Social Media (2.5%)


This section should discuss aspects including: What are the objectives related to social media (i.e., how can
print advertising be leveraged by social media)? What specific social media platform will you focus (i.e.,
Facebook, YouTube, Twitter, etc.) and why? What is the scheduling?

4. ADVERTISING DESIGN PROCESS (20%)


Each group should design a print advertisement to target a specific WA place to a specific target segment. The
ad should be original, colourful, and completed advertisement (close to the actual advertisement) and must
include the essential ad elements, such as the brand name, any product (store) image, endorser(s), and a key
positioning statement (ad slogan).

This section should discuss the process of the ad design (e.g., how did your group reach the “big” idea?
Was there any “conflicting ideas” about the ad design? How did you reach an agreement? Students should also
discuss how many different versions that the group went through, etc.)

The advertisement (or different ad versions) is A4 size and in jpg/jpeg format and attached the advertisement
in Appendix 1.

5. CONCLUSIONS (5%)
This section discusses a) What are the overall expected effectiveness of the plan? b) Which factors may help
achieve the success of the advertising plan? c) What barriers may limit the success of the advertising plan?

6. END BIBLIOGRAPHY (2%) (Harvard Referencing Style; not included in the word count)

7. APPENDIXES (not included in the word count) (3%)


Appendix 1: The print advertisement you have designed (A4 sized & in image (jpg or jpeg) format)
Other Appendixes (if there is any) should be numbered as Appendix 2 and so on.

C: Written Format

Student should submit a Microsoft word document (not a PDF) containing the main written plan and all the
appendixes. The written plan should be typed in Times New Roman 12, 1.5 line spaced, 1-inch margin (top, down,
left and right), and A4 paper format. Your report should be no more than 3000 words (penalties will be applied if
that limit is exceeded by more than 5%). Everything in the main document is included in the word count except the
Executive Summary, End Bibliography and Appendixes. Each group should submit their group project via LMS by
2pm, 25th of May (Monday). Ensure that you keep a copy of the assignment for backup purpose.