Integrated Digital Marketing Implementation and Presentation – Digital Marketing Assignment Help

Assignment Task

LEARNING OUTCOMES
On successful completion of this assessment, students will be able to:
1. Clearly explain the various communications methodologies and their appropriate uses
3. Using evidence, define brand personalities and profiles
4. Clearly and appropriately communicate in both oral and written forms
5. Monitor and adapt marketing campaigns to ensure the required outcomes

BRIEF
Activation and development of an integrated digital marketing campaign (Part A), and a short presentation reviewing your IMC campaign (Part B).

ASSIGNMENT INFORMATION
For this assignment, you will develop a cohesive integrated marketing communications (IMC) plan and conduct a 5-minute presentation pitching your ideas.

Part A – Integrated Marketing Communications Plan
For the IMC plan, you should draft a brand strategy and plan for an organisation of your choice. (You may select your own business, your workplace, a non-profit you work with, etc.). The purpose of the plan is to position or re-position an organisation’s brand and communicate it across different channels and mediums.
For the IMC plan you should include the following sections:
1. Marketing Communication Objectives
a. Craft three to five communication objectives describing what you want to achieve with your plan. Consider how these objectives should represent brand communications and message compared to sales.

2. Target Market Analysis
a. Describe and justify an appropriate target market and segment(s) for your branding marketing campaign. You should include background characteristics, audience attitudes, and audience behaviours.

3. Positioning Statement
a. Develop a positioning statement for your selected brand. Your positioning statement should answer the following questions:
b. Who are you? What do you do?
c. What are the specific needs or problems of the market you serve? How do you satisfy those needs or solve those problems? Think of the specific and unique ways you can address a customers’ needs or problems.

d. Who are the preferred customers? What is the value you bring to the customers?
e. Who are your competitors? What unique benefits set you apart from the competition so the customer selects you?

4. Messaging Strategy
a. Develop a messaging strategy identifying the specific message you want your brand to communicate.

5. Creative Strategy
a. Include a creative brief that details the campaign’s deliverables, scope, tone, campaign concept.

Part B – Integrated Marketing Communications Pitch
Develop a 5-minute presentation providing an overview of your IMC brand campaign. You should highlight each of the key areas you outlined.
For your presentation you will be required to record your presentation as well as submit a series of slides. See the learning management system for specific details and instructions.

SUGGESTED STRUCTURE
The following structure may be used to guide the format of your integrated marketing communications plan.
1. Cover or Title Page
2. Executive Summary
3. Marketing Communication Objectives
4. Target Market Analysis
a. Background characteristics, audience attitudes, and audience behaviours.