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August 14th, 2017 
admin The Integrated Marketing Communications (IMC) plan
1.
Introduction
The Integrated Marketing Communication plan assignment is designed to evaluate your ability to understand and apply the course material. The assignment requires you to assess and critique the Marketing Communications of a company, make recommendations for how they could be evaluated and improved.
The assignment will be completed individually.
Your tutorial sessions will provide you with basic information for your plan, and you will have an opportunity to discuss your project with your tutor in each tutorial session. Failure to attend your chosen tutorial may seriously undermine your ability to complete this project. The schedule of tutorial sessions is as follows;
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Tutorial Schedule |
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Week 3: beginning 17 March |
Tut 1 Project discussion #1, Report writing |
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Week beginning 24March |
Tut 2 Project discussion #2 Background |
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Week beginning 31 March |
Tut 3:Project discussion # 3 critiquing implementation |
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Week 6: beginning 7 April |
T4: Project discussion #4 Recommendations and evaluation. |
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Week 7: beginning 14 April |
Monday 14 April, drop in q & a session. Times TBA. |
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Week 8: beginning 5 May |
Assignment one presentations |
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Week 9: beginning 12 May |
Assignment one presentations |
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Week 10: beginning 13 May |
No tut |
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Week 11: beginning 20 May |
No tut |
2.
Outputs.
The following pages detail the content of the IMC Plan. It is expected that you will follow the structure of a formal business or marketing plan. You all have experience with this in both MARK101 and second year courses. As a refresher, we will run through the basics of report writing in the first tutorial. You are expected to use your own experience and judgement to determine how to structure your report and if you are unsure, refer to the faculty writing guide for help with this. The guide is available on blackboard.
The maximum limit for the written report is 3000 words (not including the cover and table of content pages). This does include the use of appendices.
Marks will be allocated for the presentation of the assignment. This includes grammar, spelling, formatting, etc. It is possible to lose marks for grammatical and spelling errors. Clear and concise writing will assist you in communicating your ideas more effectively.
The written IMC plan is due, 2pm, Tuesday 20 May and is to be submitted in the MARK 301 Assignment box on the Mezzanine floor of Rutherford House and electronically through Turnitin.
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3.
The Project Brief.
Introduction
This assignment requires you to do two things;
1.
Critique the publicly available information of the marketing communications of a single organisation.
2.
Create recommendations for how the organisation’s marketing communications outcomes could be evaluated and improved.
You can write your IMC plan on any one of three organisations:
1.
Home Instead senior care.
2.
The Co-operative Bank – launch of a tertiary sector banking product.
3.
Fairfax Media –the Dominion Post.
Background information for each of the three organisations follows. Choose any one of these three for your report.
This assignment does not require primary research. Use as much publicly available information as you can but do not ask to speak to anyone in the organisations directly.
1. The Organisations
Home Instead Senior Care
Launched in the United States of America in 1995, Home Instead Senior Care is a franchise based organisation which now has a presence in more than 10 countries including New Zealand.
The Home Instead service offerings are based on providing senior clients with personalised in-home care in order to maintain their quality of life, independence and dignity.
As a growing franchise based business, Home Instead Senior Care has a need to publicise their services as an alternative to retirement villages and rest home care. They wish to increase knowledge about their business, grow their client base and create profitable returns within the next 12 months.
Fairfax Media and The Dominion Post
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The major daily newspaper of Wellington city and surrounding region, the Dominion Post is a flagship title for the Fairfax media group. The Dominion Post was formed in 2002 with the merger of two Wellington dailies, the Dominion and the Evening Post. In recent years the newspaper industry has continued to be challenged by the rise of digital medias, changes to the way readers access their news and information, and the manner in which sellers advertise their goods and services.
Farifax Media wants to ensure that the Dominion Post is not only a profitable business, but that it remains at the forefront of news and information provision in the greater Wellington region. To do this the newspaper’s communications need to be accessible to readers and advertisers alike, be highly relevant and continue to attract a growing subscription base over the next 12 months.
The Co-operative Bank. – Launch of a tertiary sector banking product.
Rebranded from the PSIS in 2012, the Co-Operative bank is looking to build on the recent success it has had with its rebranding campaign, the tagline of which is “driven by your prosperity, not our profit”. The campaign attempted to flip the typically negative response to the announcement of record bank profits on its head.
After undertaking a strategic analysis of its product portfolio, the Co-operative bank identified the tertiary student sector as a promising market segment from
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