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For your communications plan:

This is a practical plan which should include recommendations based on sound rationale
It is likely that you will draw upon the trade press, market reports and company data more than on academic journals, however all sources must be fully referenced
Primary research is not mandatory, though should not be excluded if you feel it is necessary
The word count for the plan is approximately 3,000 words, excluding appendices.
One copy in Turnitin drop box by 9am Thursday 18th December, which will be marked on line.  Detailed comments will be available with the on line marking and additional face to face feedback will be given during first session.

 

Your communications plan should demonstrate that you can:

 

Source and synthesise appropriate secondary research
Set appropriate communications objectives
Develop a strategic communications direction, i.e. identification of target audience, positioning, creative and media strategy
Appraise the suitability of elements of the marketing communications mix for your specified objectives, plan media effectively for a specified target audience, and make appropriate recommendations for action
Evaluate the success of the campaign
Structure a plan professionally and coherently, including using appropriate references.

 

Title page : Please make sure your group name and ID nos only are contained.
Executive summary – remember that this is a one page summary of the key points from the whole report, not an introduction
Contents page
Introduction : terms of reference
Context Analysis : Brief summary of

the key players in the category – which are the key brands and respective market share
trends in the category – are they positive or negative? Growth or decline?
the marketing communication activity that has taken place over the last three years.
your chosen brand, a rationalisation for its choice

 

Communication Objectives (SMART)

Communication Strategy

 

Target Audience Definition,  Positioning Strategy

 

Creative Strategy

 

Appeals, message content, message structure.

 

Media Strategy and Plan

 

Appraisal of suitable elements of the communication mix for your target audience with rationale and budget. Suggested laydown of media using a ghant chart or similar.

 

Tables and figures analysing data should appear at the appropriate point in the report, NOT in appendices. Appendices may be used for supplementary material.

 

 

 

 

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