ASSIGNMENT 2A: PROMOTIONAL STRATEGY – Two Feet and a Heartbeat

Learning outcomes

• Apply creativity, initiative, innovation and specialised knowledge to audit a market, identify opportunities and create, implement and manage a promotional marketing
• Summarise and critique advertising executions
• Devise communications and promotional mix
• Synthesize effective advertising, branding and creative strategy
• Design brand positioning strategies.
• Compare and select alternative promotional tools to develop an effective marketing communications
• Appraise media channel
• Formulate realistic promotional objectives and
• Monitor, measure, evaluate and control promotional

Task: You will work on IMC Strategy project for our industry partner this semester – Two Feet and a Heartbeat.

A brief of the business:

Two Feet & a Heartbeat is Australia’s most awarded walking tour company, delivering professional tours in Perth, Fremantle and surrounds since 2008 (https://fremantlestory.com.au/your-story/see- do/tours/two-feet-a-heartbeat/two-feet-a-heartbeat.html).

“Our tours are designed to be conversational, informative, engaging and entertaining. We don’t focus on the “This building was constructed in nineteen-digity-four by Jebediah Springfield”.

Instead, we have built a reputation as a leader in contemporary interpretation.We focus on the who, what, where, when, why and how. We paint a picture of the destination you are visiting. At

School of Business

the end of our tours, you will be able to say “Ah, I get it now”. (https://www.twofeet.com.au/who- are-we-perth-tours).

Strategy Report 4,500 words (50 marks)

Your project: Suppose that Two Feet and a Heartbeat has approached you to propose an IMC plan for a new tour. This tour can be either for profit, or a non-profit tour designed to benefit a community partner.

Key components to cover in your strategy report:

a:    Briefly Introduce your tour by explaining the main features of it and set the scene for how your assignment will be structured (approximately 200 words).

b:   Provide Rationale for your new tour: why did you choose this tour? Rationale can be from a need in the marketplace, perceived weakness in previous campaigns run by Two Feet and a Heartbeat – you need to apply marketing principles and research to help provide rationale (approximately 500 words)

c:   Through supporting research and application of marketing theory, provide a review on a recent past campaign that the Two Feet and a Heartbeat has previously ran. In your review you need to ensure you analyse and critique the past campaign to highlight the strengths and weaknesses of the past campaign. What can Two Feet and a Heartbeat learn from this past campaign? (approximately 650 words)

d:    Profile of the campaign audience: Who should you target for your campaign? What is their segmentation profiles? Ensure you justify your campaign audience (approximately 500 words)

e:  Audience perception/problem: What challenges will the launch of your tour likely face? How will it overcome this? (You may speculate on this). (approximately 500 words)

f:   Marketing and Communication objectives: What are your Marketing (e.g. increase sales volume) and Communication (e.g. increase awareness) objectives? (approximately 400 words)

g:    Campaign idea: What would you propose as the central idea to run across all media and IMC tools? Include sample creative executions of your core marketing communications strategy: provide some rough layouts or images to convey your campaign idea. (approximately 300 words)

h:  Marketing communications strategy and tools: which tools are going to be primary and secondary; how would you use the various tools to achieve your campaign objectives? Tools to be covered are the Internet, Advertising, Sales Promotion, Direct Marketing, Public Relations, Personal Selling and Support Media. Be sure to justify why you may not use a tool as part of your Marketing Communications Strategy. (approximately 1000 words)

i: Campaign measurement: how would you measure campaign success e.g. visits to campaign website/ conversions, responses, publicity generated, online survey, etc.? (approximately 400 words).

j: Then you should conclude your report by making a final argument as to why the promotional strategy for your proposed new tour is appropriate. (approximately 250 words)

PRESENTATION OF REPORT

• Key: Present your report in a manner that is professional and easy for the reader to Be creative and ensure your presentation standard is visually appealing!
• Use of visuals is mandatory! Your report must be professionally presented and visually Marks will be deducted for essay submissions.

ASSIGNMENT 2B: Promotional Strategy – An Event of your choice

Learning outcomes

• Apply creativity, initiative, innovation and specialised knowledge to audit a market, identify opportunities and create, implement and manage a promotional marketing plan.
• Summarise and critique advertising executions
• Devise communications and promotional mix
• Synthesize effective advertising, branding and creative strategy
• Design brand positioning strategies.
• Compare and select alternative promotional tools to develop an effective marketing communications
• Appraise media channel
• Formulate realistic promotional objectives and
• Monitor, measure, evaluate and control promotional

Task: You will work on IMC Strategy project for an Event of your choice. An Event could include a sporting event, a music festival, a marathon etc. Two examples of events are the HBF Run for a Reason, or Love Your Sister’s Connie Cottonsocks campaign.

Strategy Report 4,500 words (50 marks).

Your project: Suppose you are an IMC consulting firm and an Event Organisation has approached you to propose an IMC plan for their organisation. You are to create an IMC plan for a new event that will complement an existing event run by your chosen organisation.