Assignment Overview: In this assignment, students will develop a comprehensive communications strategy plan for an ethical and sustainable business of their choice, or a cause-related marketing campaign, subject to tutor approval.
The plan should outline how the organisation will effectively communicate with its target audience to achieve its strategic objectives.
Module outcomes assessed in this assignment:
Apply relevant theory to critically evaluate marketing and consumer practices.
Apply relevant theoretical frameworks to diagnose and solve consumption-related problems in order to achieve socially and environmentally responsible marketing.
Think critically and develop a keen sense of self-awareness in the marketer’s role within society and the impact on society.
Demonstrate creative skills in developing a responsible marketing campaign that would deliver the triple bottom line.
Recommended assignment structure
1.Introduction:
oProvide an overview of the chosen organisation.
oExplain the importance of having a well-defined communications strategy
2.Situation Analysis:
oConduct a thorough analysis of the organisation’s current communication strategies and tactics.
oIdentify the target audience(s) of the organisation
oAnalyse the strengths, weaknesses, opportunities, and threats (SWOT analysis) related to the business`s communication efforts.
3.Communication Objectives:
oDefine clear and measurable communication objectives that align with the overall organisation goals and values.
oEnsure that the objectives are specific, measurable, achievable, relevant, and time-bound (SMART criteria).
4.Target Audience:
oIdentify the target audience using a range of segmentation criteria
oCreate detailed buyer personas for this audience
oIdentify the communication channels preferred by the target audience(s) and their communication preferences.
5.Key Messages:
oDevelop key messages that align with the brand identity and are likely to resonate with the target audience.
oEnsure that the key messages are consistent across all communication channels.
6.Communication Channels:
oIdentify and evaluate the most effective communication channels for reaching the target audience(s) (e.g., social media, email marketing, PR, etc.)
oDevelop a multi-channel communication strategy that integrates both online and offline channels.
7.Implementation Plan:
oOutline a detailed plan for implementing the communication strategy, including timelines, responsibilities, and budget considerations.
oDefine key performance indicators (KPIs) to measure the effectiveness of the communication efforts.
8.Monitoring and Evaluation:
oExplain how the business will monitor and evaluate the success of the communication strategy.
oDescribe how feedback and data analytics will be used to make adjustments and improvements to the plan.
9.Conclusion:
oSummarize the key points of the communications strategy plan.
oDiscuss the potential impact of the plan on the business`s overall performance and competitiveness.
References:
