Marketing Communications Plan

Acting as a marketing agency, your group will present a communications plan for 12-18 month marketing communications strategy for the client.

This proposal is submitted electronically – each member of the team submits to blackboard and ONE member submits to Turnitin for the final deadline.

NB Your group will receive formative feedback on a draft. This gives you time to improve your supporting proposal document for the final deadline.

Strategic Communications Proposal

Submit an integrated marketing communications plan for the client that outlines actions and support decisions with research and data.
(2,000 words +/- 10%)

Suggested structure for your Proposal
1.0 Situation: Context that demonstrates your agency’s understanding of the client’s situation and needs and prove that you have correctly interpreted the brief
2.0 Objectives: Marketing Communications objectives and justification of ‘The Hook’ and target audience
3.0 Strategies: pull (direct to end customer), push (business to business), profile (reputation management and media relations) – how will you achieve your client’s objectives
4.0 Tactics: Marketing Communications Mix tactics, including examples of core campaign creative visual and verbal messages
5.0 Action: Outline implementation plan with channel and media choices, integrated creative advertising, social media and other media outputs demonstrating Integrated Marketing Communications and client focus
5.0 Evaluation and Control: Outline how you will measurement success, outline budget and schedule. Plan for contingencies.

IMPORTANT Attach completed peer review forms signed and dated. Talk immediately if your group is having problems. Attach evidence to support claims for any changes in individual marks. Without this your group will not receive a mark. Tutor and module leader’s decision is final.

Submit to the electronic submission point on blackboard and put supporting report once through Turnitin

IMPORTANT Use the outline structure ABOVE for your communications plan. This is based on the SOSTAC framework below.
BUT you are not expected to go into detail about Internal Capabilities and Resources (use client brief) OR do more than outline details for Tactics and Action. The CREATIVE elements for your collateral examples will be expected IN ADDITION to the plan.