ASSIGNMENT BRIEF

Course number and title INTEGRATED MARKETING COMMUNICATIONS

Start date 26/08/2024

Deadline/hand-in 27/10/2024

Lecturer MSC NGUYEN HONG UYEN

Assignment MID-TERM ASSESSMENT

Purpose of this assignment

The purpose of this assignment is to enable you to develop and then demonstrate your awareness and
understanding of relevant integrated marketing communications issues by using material covered in the
module and from your own research and reading.
Specific learning outcomes for the coursework assessment, as detailed in the module specification, are to
enable you to:
• Demonstrate understanding of the integrated marketing communications issues relevant to the
development of an organisation’s activities.
• Demonstrate the ability to apply theoretical and conceptual knowledge to practical marketing
contexts.
• Demonstrate an understanding of the challenges, complexities and nuances of operating in real-life
markets by applying this to the analysis and problem solving.
• Locate, extract, analyse, synthesise and evaluate information from multiple sources in the resolution
of integrated marketing communications management problems.

Requirement
Assignment type: Group Essay of 3000 words (+/- 10%) and Creative Summary Work (1-3 pages) to be
submitted online via Google Classroom + physcial document.
You are asked to develop a proposal for a marketing communications campaign. This assignment will offer
students the opportunity to demonstrate account, media planning and creative skills in a practical, real-life
context as well as demonstrating the ability to apply principles of persuasive communications.
You should use a report style of writing (i.e. breaking the text down into numbered sections and sub-
sections) so that your evaluation is clearly signposted. If you are not clear what this means please ask your
lecturer. Lecturer office hours and full resources and database information can be found on the module
classroom site.

Specific guidelines for students

In developing your proposal, you should include:
• A campaign name that fits your ideas and is suited to your target audience.
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• The background context: Key points that emerge from your own research and analysis and from the
brief provided.
• A statement of your communications objectives and clarification of the target audience based on the
information in the brief. Consider how you want the audience to think (cognition), how you want
them to feel (affect) and what you want them to do (behaviour).
• The marketing communications tools you would choose to use (i.e. advertising, sponsorship, etc.)
• The message you want to communicate (use consumer insights to ensure this message is
appropriate to the target audience)
• The media through which this message should be communicated. Consider the full range of options
(traditional, digital and social media), select and justify your choices.
• Creative elements that will be adopted (tag lines, message framing, storytelling, etc.).
• Methods for evaluating the campaign.

Marking Criteria
You will be assessed on your ability to:
• Research and evaluate the context in which the communications activity is to occur: 20%
• Develop appropriate objectives and define and understand the target audience: 20%
• Propose and justify appropriate marketing communications tools, message and media, incorporating
creative elements: 40%
• Suggest methods for evaluating the campaign: 10%
• Communicate effectively: 10%

Client: Salanganes Nest - A Health Nutrition Brand

Case Study Overview: Salanganes Nest is an emerging player in the health nutrition industry, known for its
premium products, including Salanganes Nest supplements and beverages. While the brand is gaining
recognition, it faces a competitive landscape and seeks an integrated marketing communication (IMC)
solution to establish a strong foothold in the market, increase product awareness, and foster consumer
engagement.
Objective: The primary objective is to establish Salanganes Nest as a prominent brand in the health nutrition
industry, achieving a 100% growth in market share within the next fiscal year. This will be accomplished
through an integrated marketing communication strategy that leverages the brand's strengths and resonates
with its target audience.
Target Audience:
1. Health Enthusiasts: Individuals aged 25-45 who prioritize health and wellness, seeking natural and
premium products.
2. Middle-Aged and Senior Consumers: Adults aged 45 and above looking for supplements that support
their aging well-being.
3. Young Professionals: Busy professionals aged 25-35 seeking convenient and nutritious on-the-go
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products.
Challenges:
1. Establishing Brand Presence: Entering a competitive market requires a compelling and unique brand
identity.
2. Educating Consumers: Many potential customers are not yet aware of the distinct benefits of
Salanganes Nest products.
3. Online Visibility: Strengthening the brand's online presence and e-commerce capabilities is crucial.
Proposed IMC Solution should have:
1. Brand Identity:
• Develop a distinctive brand identity that emphasizes the natural and premium qualities of Salanganes
Nest products.
• Communicate the unique benefits of Salanganes Nest ingredients, such as their rich nutritional
content and traditional origins.
2. Content Marketing:
• Create a blog and content hub featuring informative articles on health, nutrition, and wellness.
• Share success stories and testimonials from satisfied customers who have experienced the benefits of
Salanganes Nest products.
3. Influencer Marketing:
• Collaborate with health and wellness influencers and experts to endorse Salanganes Nest products.
• Leverage influencer credibility and reach to educate consumers about the brand's offerings.
4. Social Media Engagement:
• Develop engaging social media campaigns to showcase product usage, share health tips, and
encourage user-generated content.
• Utilize visual content, including videos and infographics, to captivate and educate the audience.
5. E-commerce Enhancement:
• Improve the brand's online shopping experience, making it user-friendly and visually appealing.
• Offer exclusive online promotions and discounts to drive online sales.
6. Public Relations:
• Conduct media outreach to secure coverage in health and lifestyle publications.
• Highlight Salanganes Nest's commitment to quality, sustainability, and community support.
7. Customer Engagement:
• Launch loyalty programs and referral incentives to reward loyal customers.
• Encourage consumers to share their experiences through reviews and ratings on e-commerce
platforms.
8. Measurement and Evaluation:
• Monitor KPIs, including website traffic, social media engagement, sales figures, and consumer
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feedback.
• Continuously analyze data to refine the IMC strategy and enhance consumer engagement.
Budget Allocation: The budget for this campaign is 500,000,000 million VND. Allocate resources based on
the expected ROI for each marketing channel, giving priority to influencer marketing, content creation, and
e-commerce enhancement.
Timeline: Implement the IMC plan in stages, with a goal to achieve a 10% growth in market share within
the next fiscal year.
Conclusion: The proposed integrated marketing communication strategy aims to firmly establish Salanganes
Nest as a prominent brand in the health nutrition industry. By focusing on creating a unique brand identity,
content marketing, influencer collaborations, social media engagement, and e-commerce enhancement, the
objective of achieving a 10% growth in market share can be realized while elevating Salanganes Nest's brand
recognition. Regular evaluation and adaptation will be vital to the plan's success.
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