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MARKETING COMMUNICATIONS The assignment requires you to develop a new integrated marketing communication campaign for a UK based charity. You are required to prepare a ‘pitch’, proposing an integrated marketing communications campaign as if you are part of an agency’s account team pitching for a client’s business, utilising at least two Marketing Communications tools (of course you could use more than 2 tools if needed). The objective is to win the business by illustrating a compelling, original, integrated, and effective marketing communication plan. The charity must be one of the registered UK charities. For example, NSPCC, Oxfam, Cancer Research UK, British Heart Foundation, RSPCA, Action for Children, Marie Curie, etc. This campaign is targeting at audience in the UK market. You are required to devise an original promotional campaign and support the creative strategy with a clearly argued marketing rationale. You might have an idea for announcing and promoting a new cause that requires fundraising, for re-positioning or refreshing an existing proposition, for re-energising an old brand to attract more donors, etc. The potential budget and all other variables are left open. But please ensure that the scenario is plausible. Keep everything in proportion and always refer it back to the literature. One good thing to do is to bear in mind the integrated theme of the course- you don’t have to rely on just one media channel. You can, of course, choose a media plan to suit your campaign strategy, using any media and any form of promotional communication you choose. Your report must outline the five main areas of: • A review of the chosen charity’s current positioning: discuss its competitive positioning and differential appeal. • Marketing communications objectives: based upon the analysis above, identify this campaign’s marketing communication objectives and justify your rationales. • Target audience: describe and justify your chosen target segment(s) in terms of their behaviour, attitude and lifestyle. • Literautre review: critically discuss the concept of IMC and the tools (e.g. advertising, PR, direct marketing, exhibitions, etc) of your choice. You need to include at least 2 different tools for this IMC campaign.
