Produce a marketing communications report addressing the requirements set out in the case study found attached

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5U6Z0068
Integrated Marketing Communications

Assignment best practice & check list
BLOCK 3

Dr Angela Towers (unit leader)

Marketing, Retail & Tourism, Business School

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First part of assignment

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Key trends & issues

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  • Have you used a range of SUITABLE sources (e.g. Mintel, Passport, YouGov, Nielsen, Gov Stats etc)
  • Are they relevant to marketing comms? (do not discuss product development for example – this is outside this piece of work)
  • Have you considered general trends/issues for the sector?
  • Did you discuss what this means for your brand? (e.g. increase in unemployment might impact on brands differently depending if premium brand or not)… what are implications/how relevant to comms?

Competitor & comms activities

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  • Is it clear why you selected the competitors you did?
  • Have you included your brand in the analysis too?
  • Have you considered both traditional media & digital?
  • Have you used a range of appropriate sources? (e.g. industry press, Mintel, company website etc)
  • Have you used a table with a range of headings to provide comparisons?
  • Did you discuss what this analysis means for your brand?

ASSIGNMENT TASK:
Analysis of brand and competitor brands

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  • Select at least one branding framework (e.g. Brand Essence Wheel)
  • Apply to your brand & 1-2 competitor brands
  • Are sources quoted? (to add credibility)
  • Paragraph of discussion about what this analysis means

  • Have you provided detailed sourced paragraph regarding target audience (e.g. Mintel, Passport, YouGov etc)?
  • Have you used a range of sources?
  • Have you developed a persona?
  • Background info on person, name, image
  • Details about their consumption of media
  • Favourite brands etc
  • Is it clear the sources you used to construct it?

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  • SMART objectives
  • Specific e.g. increase awareness
  • Specific e.g. with a particular target audience e.g. Gen X
  • Measurable e.g. by 20%
  • Timed e.g. within 6 months/by December 2021
  • Do not include tactics – just write a SMART objective
  • Justification
  • E.g. sourced statement regarding current awareness levels being low
  • E.g. sourced statement regarding a target audience not currently being targeted

  • Is it clear which strategy/strategies you are using?
  • Push – comms activities aimed at intermediaries
  • Pull – comms activities aimed at consumers
  • Profile – comms activities aimed at stakeholders (PR)
  • Only use Fill & Turnbull to understand each strategy
  • Justify your choice
  • The selected strategy – why using?
  • The strategy not used – why not appropriate (briefly)
  • Very briefly, summarise tools to be used under each strategy (as this is another task)

  • Consider task 1 & comms analysis you undertook
  • Tried & tested – continue with something they already do
  • Evolved – adaptation of something they already do, e.g. move from just TV advertising to programme sponsorship
  • New & innovative – outside the box! Be creative (like the Baby Gaga case study!)
  • Provide some depth – e.g. if TV, which programme is suitable? Use BRAD to get some idea of cost (roughly)
  • Justification – consider target audience, look at your analysis from task 1, relate to objectives etc.

  • Which of your 3 choices for task 5 will you select?
  • Consider what will work best (i.e. can demonstrate creativity)
  • What is your key message/strap line?
  • Do you need to link in with other comms tools, e.g. Facebook, Twitter link shown in TV ad
  • Provide a rough piece of creative work (e.g. a radio script, draft print ad, storyboard/photoboard, media release/press release AND DISCUSS/JUSTIFY WHY APPROPRIATE

Week 5:

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