Question

you are the Strategic Marketing group for a local council (e.g. Melbourne, Bayside, Casey) and your task is to develop a 12-month marketing plan to tackle any local community problem(s), e.g.

1. The amount of street waste in the council area.
2. The presence of plastic waste in the waterways (creeks, rivers, the ocean).
3. Domestic violence.
4. Household burglaries.
5. Encouraging residents to be more active by using the council’s recreation facilities.

It is important that you make it clear which council you work for and which of the 17 SDGs you are tackling—you may choose more than one problem, but I suggest you limit it to a maximum of three.

You will produce a report for, and present to senior executives of the district.

The main components are as follows and some comments to help you.

1. Background to the issue(s). If you select the presence of plastic waste in local waterways then provide images, provide a summary of any reports on the matter, e.g. from the district or newspapers, etc.
2. Campaign branding. You need to come up with a catchy title that everyone in the community will instantly recognise as your community issue marketing campaign, e.g. Pristine Island Waters 2018.
3. Target market description. Describe the people in the district—this would cover not only those that live there but also those that work and visit the area. Using census data may be helpful but you may also do so by using observation—a legitimate market research technique. Further, you may want to prioritise the segments when it comes to implementing your marketing plan—make sure you given a reason for this prioritisation.
4. Goals and objective. Many people make no distinction between goals and objectives but in this course there is a distinction and there is only ONE way to depict your campaign’s Goals and Objectives—this is non-negotiable! In brief, Goals are simply one or two words to describe what is to be achieved and Objectives are quantifiable and time-specific. The following non-negotiable table provides an example (format only—the Goals and Objectives shown are only examples of what you could show here).

Another issue is just what is the ‘ideal’ number of goals? I think 3-4 would be sufficient. You should place the goals in a logical and prioritised order, e.g. in the above table it would not make sense that your first goal was Change Perception and your second was Build Awareness—clearly the target audience needs to be made aware of the new retail outlet before anything else can be achieved.

1. You MUST develop a strategy (encompassing the 7Ps) for each Goal/set of Objectives. In the above table there are three Goals so there has to be three separate strategies—one for each Goal and clearly identified as such. Not every P has to be included in every strategy, and you may find that some parts of the strategy to achieve Goal A may be applicable for Goal B, etc.—hence, the integrative nature of the 7Ps. DO NOT just provide a list various marketing strategies/tactics/activities that are unattached to any specific Goal/set of Objectives. FAILURE TO FOLLOW THE REQUIREMENTS IN STEPS 3 AND 4 WILL RESULT IN A POOR MARK FOR THESE SUB-SECTIONS.
2. The Goals and Objectives table tells you what needs to be measured and assessed, hence, you are required to detail how you will go about these tasks. It could be, e.g. by commissioning market research (what sort, when, etc.), by monitoring Facebook or other forms of social media.
3. The Appendices can include material that supports the body of your report.

Assessment Task Two Report Format and Requirements—Marketing Plan to Solve a Community Issue

• Title page
  • BUMKT5902 Marketing Management
  • MIT, Semester 2, 2018
  • Marketing Plan to Solve a Community Issue
  • Your name. (If you are an international student and also have an English name please write both names)
  • Your student ID
  • The Due Date and Time—Monday 24^th September 2018 11:59pm
  • Submitted to—
• Executive Summary (not part of word count)
  • Introductory sentence/short paragraph
  • Major Findings
  • Major Recommendations
• Table of Contents
• Introduction
  • Background to the task
  • Purpose of the report
  • Format of the report
• Issue(s) background
• Campaign branding
• Description of the target market
• Goals and Objectives
• Strategies
• Program monitoring and assessment
• References
• Appendices

Assessment Task Two Presentation Format and Requirements—Marketing Plan to Solve a Community Issue (10 Marks)

You must load the slides into Moodle by the day/date of your group’s presentation—your lecturer will give you these details.

Suggested structure. You do not have stick strictly with this, however, the points detailed below must be covered in some form. You can use Prezi if you wish. If you use Prezi upload a pdf of the presentation.