Assessment 1b - Write an Integrated Marketing Communications Plan of 2000-2500 words maximum not including references (40%) Select option 1 or 2 (not both) Option 1 Wearable technology allows businesses to get much closer to their customers because they are clothing and accessories incorporating computer and advanced electronic technologies. Research shows Australians to be early adopters of wearable technology and the market is steadily growing. You work as the IMC manager for an Australian based business that specialises in offering wearable technology products to domestic clients. With a budget of no more than AUD $200,000, your task in Assessment 1b is to develop and write an IMC plan for the launch in 2015 of a new wearable technology product. Examples could include, but are not limited to, M.J. Bale's "Pay Wave" power suit , Ollo Wearables "Loop" Smartphone or Smash wearables "Smash" wristband. OR Option 2 Develop and write an alternative IMC plan that involves the company you currently work for or the company you want to start up. If you choose this option, on-campus (internal) students will need to negotiate and gain approval with your local lecturer/tutor. Off-campus (external) students will need to contact the course coordinator For either option 1 or 2 you will need to address the following in your IMC plan: 1. Background information on the target audience segment analysis; 2. Develop at least 3-5 communication (advertising) objectives - such as developing brand awareness; or promoting product and company knowledge; influencing interest or consumer attitudes; developing the product's image; or influencing the purchase intention; 3. Choose one of the alternative styles of creative advertising and justify your choice against the target market psychographic profile and your communication objectives; and 4. Develop a media plan - select the media vehicle(s) you will use to achieve your objectives and creative strategy. Justify your use of specific media based on how this communicates with your target audience. Skills (options 1 and 2) • This is an individual assessment (no groups). • You are to design a number of communications that are targeted at the most suitable audience. • You may make any other assumptions that would be necessary to develop your IMC plan, however ensure those assumptions are realistic. • It will be important that you show understanding of the industry, target audience, communication objectives, creative strategy and media planning. • This is a challenging and comprehensive assignment. It will provide you with the opportunity to undertake a significant piece of work to show what you have learnt in this course. • IMC plans are an essential aspect in marketing. Instructions (options 1 and 2) • The IMC plan must be based on either option 1 or 2 (not both). • The IMC plan will be presented as a formal business report. • Please use size 12 font with 1.5 line spacing in a Word document (no PDF). • Your report needs to cover at least ten (10) scholarly journal articles or academic text books, excluding the course text and references pointing to a Website, on the topic. • Selection of literary support from Google; Wikipedia; and similar will be treated very negatively. There are a number of creative ways to reach a target audience segment and you will need to consider the implications of your communication actions very carefully. Think about, and justify, why you have chosen this communication for this particular market (providing market demographics and/or psychographic characteristics) and consider the ethics of the approaches involved. Don't forget, you are an IMC manager and your report should be professionally presented. Also remember that the overall marketing objective for any company is to present a unique, consolidated, integrated image for the client. Assessment Criteria • Executive summary. Out of 2 marks. • Introduction. Out of 2 marks. • Background and target audience analysis. Out of 4 marks. • 3-5 Communication objectives. Out of 6 marks. • Creative strategy justification. Out of 6 marks. • Media plan. Out of 6 marks. • Conclusion. Out of 4 marks. • Structure, grammar and presentation. Out of 4 marks. • Citations and Reference list. Out of 6 marks. • Total: Out of 40 marks.