Assessment Task 2 Instructions
Carefully read the following:
You are the Marketing Officer for Broad Shire Council. The Council runs a number of campaigns throughout the year aimed at changing residents’ behaviour.
This year, the Council is keen on raising awareness about the problems of single use plastic and to encourage residents not to use single use plastic in July, as well as on an ongoing basis. This relates to a national initiative called Plastic Free July as detailed in:
http://www.plasticfreejuly.org/
The Council has indicated that it wishes to promote Plastic Fee July to local residents, schools and businesses. Specifically, discussions with senior management indicate that its objectives for the campaign are:
· To create awareness amongst local business, schools and residents about the problems associated with single use plastic.
· To encourage local business, schools and residents to get involved in the challenge to attempt not to use any single-use plastic during July.
The council understands that it needs to compete with a range of numerous environmental initiatives, so they would like to ensure that marketing communication is innovative and creative to capture the attention of the target groups.
The Council’s overall communication and marketing strategy indicates that, generally, a combination of advertising, editorial, digital and social media are to be used for all marketing campaigns, along with targeted community engagement activities as relevant i.e. one event or more must be conducted.
There is a small budget attached to the campaign, $5,000. Essentially it is expected that the budget may cover an event or series of events during Plastic Free July and that marketing communications need to focus on low cost marketing communications options.
Assume that it is April and you have approximately 12 weeks to plan and implement the campaign.
Complete the following activities:
1. Research marketing communication tools
Research marketing communications options for Broad Shire Council, using the Plastic Free July web site as your main resource. You will be required to prepare a report and action plan for senior management that will need to be approved prior to developing and implementing marketing communications (Assessment Task 3). Your assessor will provide you with templates for developing the briefing report and action plan.
Using the Plastic Free July web site and any other resources you choose, research possible marketing communication options to achieve the stated marketing communication objectives of raising awareness and encouraging behavioural change, as well as to meet the budget allocated.
You should review at least six options for marketing communications, ensuring that you identify and evaluate a mix of marketing communication options in accordance with the Council’s overall communication and marketing strategy as indicated in the scenario. Your report will need to explain traditional marketing communication techniques and their relevance to Council’s requirements, as well as how such techniques can be integrated with digital and social media marketing to form an effective integrated marketing communication campaign. As the customer is the key in integrated marketing communication, you should also explain the importance of customer-centric marketing.
2. Write a briefing report for marketing communication
Develop a briefing report that includes:
· A purpose statement to clearly identify the purpose of marketing communication for Broad Shire Council for Plastic Free July.
· The objectives of the marketing communication for Plastic Free July, as well as the target groups to whom the marketing communication is directed.
· Key messages to convey to the target groups and that will be consistent across all marketing communication. Use the Plastic Free web site to come up with your own ideas about logos/slogans that can be used across all marketing communication to create the key message. Explain how these key messages are important for an effective integrated marketing communication campaign.
· An evaluation of each of the six marketing communication options and how these take into account the marketing communication objectives of the Council. As indicated above, your report should address a mix of marketing communications, including both traditional marketing communication methods, as well as digital marketing, as well as how the identified marketing communication options integrate to create effective integrated marketing communication. Your report should also explain the importance of customer-centric marketing.
· Recommended marketing communication options.
Use the Briefing Report Template to guide your work.
3. Develop an action plan for identified marketing communication options
Develop a Marketing Communications Action Plan that shows how the marketing communications that you have identified will be actioned leading up to Plastic Free July, as well as during Plastic Free July.
Use the Action Plan Template to guide your work.
4. Review and report on legislation, regulations and policies
The final part of this assessment requires you to develop a brief report to send to your assessor about legislation, regulations and polices that can impact on marketing communication. The Council insists that this is considered when carrying out all marketing communication.
Your report should address each of the following headings and be a maximum of 2 pages:
· Consumer legislation that protects consumers and ensures fair trading. You should include the name of the Act, as well as an outline of the key areas that impact on marketing.
· Legislation relating to spam, including the name of the legislation and the three main rules that message senders must comply with, as well as spam exemptions.
· Legislation relating to privacy and implications for direct marketing, as well as required inclusion for privacy policies under the Australian Privacy Principles.
· The role of the Advertising Standards Board and Bureau and voluntary advertising regulations, including advertising in accordance with the AANA Code of Ethics.
5. Send an email to senior management (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarise the contents of the attachment.
Attach the following to the email.
· Your briefing report
· Your action plan
· Your legislation report
Assignment Task 3: Marketing communications tools
Task summary
This assessment task requires you to develop and implement marketing communication tools for Broad Shire Council for Plastic Free July, as well as participate in a meeting to discuss the tools you have developed and to confirm approval to proceed.
You are also required to identify and describe experts that can assist with marketing communication and research and identify networks relevant to marketing communications convergence.
Required
· Computer with Microsoft Office and internet access
· Access to the Internet for research
Timing
The assessor will advise you of the due date of this submission.
Submit
· Email to your assessor with the following attached:
o Media Release
o Blog Posts
o Tweets
o Facebook Posts
o Photos
· Email to a marketing communication expert (your assessor).
· Email to your assessor with the following attached:
o Marketing Communication Experts
o Network Review Report
Assessment criteria
For students’ performance to be deemed satisfactory in this assessment task, they must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed they will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
Students will be provided feedback on their performance by their Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed your assessor will explain why and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
Students have the right to appeal the outcome of assessment decisions if they feel they have been dealt with unfairly or have other appropriate grounds for an appeal.
Students are encouraged to consult with their assessor prior to attempting this task if they do not understand any part of this task or if they have any learning issues or needs that may hinder them when attempting any part of the assessment
Assessment Task 3 Instructions
Carefully read the following:
Assume that you have been given approval to run a Plastic Free July event.
Review the Plastic Free July Web site and choose one of the listed events: http://www.plasticfreejuly.org/
For your chosen event, you will be required to develop the marketing communication tools outlined below. You may use the Plastic Free July web site for ideas, including use of templates and logos. However, all resources available on the Plastic Free July web site must be customised (not just copied).
Complete the following activities:
1. Develop marketing communication tools
You are required to develop a number of marketing communication tools. Your tools must show a consistent key message that you developed in your work for Assessment Task 2. You will be assessed on this.
Choose an event and develop the following, each as a Word document.
· Media release about the upcoming event. You may use one of the media templates on the Plastic Free July web site customised to your event. As a minimum, you should include the purpose of the event, as well as the location, address and time of the event and contact details for more information. You may make up a location and address based on the type of event you choose. Name this document Media Release.
· A blog post to include on the Council’s web site about the Plastic Free July event. As a guide, this should be two to three paragraphs and include interesting information about the purpose of Plastic Free July, as well as the event. Name this document Blog Posts.
· At least five tweets that could be tweeted up to, and during, the event to promote the event. Name this document Tweets.
· Three Facebook posts with photos that could be posted in the lead up to the event. Take a photo that could illustrate your event. Each post should be at least 2 sentences long. Name this document Facebook Posts.
· Three photos to share on Instagram relating to the event. Name this document Instagram Photos.
2. Send an email to the Manager (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style. It should introduce and summarise the contents of the attachments.
Attach the following marketing communication tools to the email:
· Media Release
· Blog Posts
· Tweets
· Facebook Posts
· Photos
Your assessor will respond to your email with the place, date and time of the meeting.
3. Meet with your Manager (your assessor).
Participate in a roleplay meeting with your Manager (your assessor) to discuss and seek approval for the marketing communication tools you have developed.
Assume that your Manager does not have a detailed knowledge of marketing communication so you will need to ensure that you explain the tools and concepts in a way that facilitates their understanding. During the meeting, you will need to use plain English to explain complex marketing concept and to ask and respond to questions as required.
At the meeting, you will need to show your assessor each of the tools you have developed and explain how the tools meet the Council’s requirements as set out in the brief from Assessment Task 2. You need to show that they are:
· Cost-effective
· Provide the opportunity to empower consumers
· Provide the Council with the opportunity to respond rapidly to consumer feedback.
During the meeting, demonstrate effective communication skills including:
· Speaking clearly and concisely
· Using non-verbal communication to assist with understanding
· Asking questions to identify required information
· Responding to questions as required
4. Identify marketing communication experts
Assume that you need some expert help with regard to one of the following marketing communications:
· Facebook marketing
· Content marketing
· Instagram marketing.
Using the Internet, conduct research to identify at least three experts that could assist with the marketing communication options.
Write a short report that lists the three experts that you have identified, including:
· Name
· Contact details
· Outline of the services provided
Write the report in a new Word document named Marketing Communication Experts.
5. Write an email to a marketing communication expert (your assessor).
Assume that you have decided to engage one of the experts that you have identified.
Write a short email to them, describing one aspect of your plastic free July campaign that you are thinking of engaging their help with. It is up to you to think of an appropriate issue from your work that you have done in this or the previous Assessment Task.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should explain the issue which you require assistance with, and seek their assistance.
6. Write a network review report
Identify three marketing communication networks relevant to marketing communication convergence and write a short report on them.
For the three formal networks you identify, report on:
· organisation name and contact details including telephone and email
· the services offered by the networking organisation
· the costs involved in joining the networking organisation
· the benefits you believe joining the network brings to you
· any other relevant information
· details of an upcoming event provided by the organisation that you are interested in and why you are interested in the event
Write the report in a new Word document named Network Review.
7. Send an email to the Manager (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarise the contents of the attachments.
Attach your Marketing Communication Experts and your Network Review to the email.