Assessment Overview: Campaign Plan

Purpose

This assessment task consists of a 2000-word marketing communication campaign for a specific brand. This task requires students to work in a group setting to demonstrate their ability to interpret a client brief, develop a campaign, including a creative concept, choose media platforms, and 'below the line' strategies, including possible ethical impacts of the proposed campaign on the target market and other stakeholders.

Due date:	Monday, 3 Oct 2022 @ 11:59pm
Weighting:	30%
Length and/or format:	2,000 words. Report format
Learning outcomes assessed	LO2, LO3, LO4, LO5
Graduate attributes assessed	GA3, GA4, GA5, GA6, GA8
How to submit:	on LEO - Assessment 2 Submission Point
Return of assignment:	on LEO - After 3 weeks of submission
Assessment criteria:	Rubric: see end of document

Context

This group assessment task consists of a marketing communication campaign plan for the clientMyBond. This task requires students to work in a group setting to demonstrate their ability to interpret a Campaign Brief, develop a campaign, including a creative concept, choose media platforms, and 'below the line' strategies (including possible ethical impacts of the proposed campaign on the target market and other stakeholders).

This assessment aims to develop skills in interpreting a client brief and developing an appropriate marketing communications plan - a campaign for a specified brand.

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Campaign Brief - Information provided by the Client

MYBOND STORY

Your client MyBond is an innovative new fintech disrupting the rental bond market. It was founded in 2020, with the aim of shaking up the rental bond market by providing financing options for people to manage their rental bond payments. MyBond is a new service that assists people pay their rental bonds, reducing the financial stress involved in moving into a new property.

Approximately 8.3 million people (32% of the population) live in rental accommodation and must pay rental bonds every time they move. This can be a barrier for people to move to ensure their living conditions fit their current life circumstances. The bond is usually equivalent to four weeks' rent - and needs to be paid on top of rent in advance. Even if someone is working and earning a good wage, coming up with bond money - at a time when there are many additional expenses - can be a financial burden that many renters struggle with. Therefore, MyBond service can help tenants pay their rental bond, giving them control in the way they pay for and manage their rental bond payment.

THE FOUNDERS

MyBond was founded in 2020 by Ray Dib, Joshua Theeuf and Matt Stone. The founders of MyBond are experienced entrepreneurs in the finance and technology industries. As hands-on entrepreneurs, they are well versed at nurturing start-ups to grow and mature into successful businesses and are passionate about helping people to improve their lives and financial situations.

Ray Dib, CEO and Cofounder, is a renowned business leader in governance, finance and insurance and widely recognised for his community work across Sydney. Ray is a change agent, passionate about helping people and businesses to improve their lives and financial situations. Ray cofunded MyBond as a way of giving back to the community through developing an accessible, discrimination free, finance solution.

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Joshua Theeuf, COO and Cofounder, has founded technology start-ups in insurance and green power. An entrepreneur with experience in the start up and finance industry, passionate about developing and delivering new financial solutions. Joshua cofounded MyBond after identifying a need to disrupt the finance industry and offer products across the Australian rental market.

Matt Stone, CTO and Cofounder, has led and directed major technology deployments including greenfield opportunities and is passionate about developing innovative, online accessible services. Matt cofounded MyBond as a way of supporting people to take control of their living situation and reduce the costs of moving.

Who are MyBond's customers?

MyBond's customers are the millions of Australians who rent, most of whom are under 35. There are approximately 10 million households in Australia, with each household having on average 2.6 people, according to the Australian Bureau of Statistics (ABS). Our customers include young people starting new careers; families that are expanding or contracting; people looking to upsize or downsize or relocate to a new community and everyone in between.

Who can use MyBond's service?

Anyone - we don't discriminate. People might be needing to move due to an expanding family, new job or change in life circumstances. We partner with charities to assist those in need to move quickly into a new house as well as well as contributing to reducing the overall homelessness rate in Australia as a result of family and domestic violence. A credit check is not performed. However, we do have our own proprietary approval method.

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Where are your services available?

Since March 2021 MyBond had helped over 500 customers across New South Wales, Victoria and Queensland. As we continue to expand across Australia and internationally, MyBond hopes to partner with individuals and families on their journey, wherever they may be in the world.

Our campaign message

"One week only"

People move for all sorts of reasons such as moving closer to work, school, university, into a larger place to accommodate a growing family or to start a new life. But, moving house costs money and these expenses quickly add up.

With rental bonds running into the thousands on top of all the other moving expenses, this can be a barrier to people moving into new accommodation to suit their changing life circumstances. MyBond helps by cutting the cost of moving. As people's lives change, we want to be a part of their journey.

We support people to make a change, take control and we open up options for managing finances whilst moving houses. MyBond makes renters lives easier by disrupting the rental market, giving people flexibility and choice in how they pay and manage their rental bond and allowing someone to take control of where they want to live and when they want to live there.

MyBond supports people through their property journey - bringing flexibility and control to people during the often stressful process of finding a suitable property.

Our motto "one week only"means that people pay one weeks rent and MyBond takes care of the rest. Our vision is to be the preferred and trusted partner throughout a renter's life.

PLEASE NOTE THAT A LIVE INTERVIEW WILL BE CONDUCTED WITH THE MARKETING MANAGER OF MYBOND AT NORTH SYDNEY CAMPUS ANDSIMULTANEOUSLYVIA ZOOM MEETING ON THURSDAY 11thAUGUST 2022 AT 10AM AESTAND AGAIN 3 WEEKS LATER ON A DATE YET TO BE ADVICED. THE INTERVIEW WILL BE RECORDED FOR STUDENTS WHO ARE UNABLE TO MAKE THIS TIME. MORE DETAILS WILL BE PROVIDED VIA LEO.PLEASE ALWAYS CHECK ANNOUNCEMENTS FOR MORE DETAILS

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Instructions

Students should work in groups of four. Some secondary research is required with this assignment, and it is suggested that all team members be involved in researching the brand, the present brand's communications, and how the brand is marketed.

As a starting point, all team members should read the Campaign Brief. The Brief provides some fundamental information about the brand, its target market and the campaign message (which will help deliver on the marketing objectives). The live interview which will also be recorded will provide you with further information on marketing objectives and current marketing communications element that MYBOND are using.

After reading the Campaign Brief and watching the interview, please allocate the following job positions within your named virtual communications agency among the four team members. First job position: Strategic Planner - responsible to understanding the target market, consumer insights, and competitor communications audits. Second job position: Creative Director - responsible for 'the big creative idea', the campaign's main message, support for the main message, and visual elements. Third job position: Media Director - responsible for the choice of traditional (offline) and digital media platforms for the campaign, choice of specific media titles, and time scheduling of different media during the campaign. Fourth job position: Below the Line Director - responsible for the choice of 'below the line' communication elements (direct marketing communications, sales promotion, public relations and publicity), ideas for usage of particular techniques within each chosen element, incorporation of the campaign's main message and visual elements from the advertising, and potential ethical issues (if applicable).

The team should work both autonomously and collaboratively on their chosen position, sharing information, ideas and insights during the campaign development process. The following sequence is a guide for you to follow to ensure that your agency's proposed campaign plan is as strategically well aligned, insightful and as 'marketplace effective' as possible. Suggested sequence:

1) All team members thoroughly read the Campaign Brief

2) All team members research the brand, its marketing, its current and past communications, the target

market

3) The Strategic Planner undertakes his or her tasks and then briefs the three other agency team

members

4) The Creative Director undertakes his or her tasks, and then briefs the three other agency team

members

5) All team members discuss whether the proposed creative is in alignment with the strategic planning

work

6) The Media Director undertakes his or her tasks, and then briefs the three other agency team members

7) All team members discuss whether the proposed media is likely to be effective in reaching the target

market

8) The Below the Line Director undertakes his or her tasks, and then briefs the other three team members

9) All team members discuss whether the proposed campaign adhered to IMC principles and practices

10)All team members assist in assembling, editing, spell checking and proofreading the Campaign Plan

Note that the Campaign Plan reference list is likely to contain ten to fifteen references. The Plan should be submitted to Turnitin on or before the due date. Peer Group Evaluation using Feedback Fruit activities will be utilized to assess the individual contributions to this group assessment.

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Structure

The Campaign Plan framework appears below. You should systematically address each of the sections listed below. Once you have addressed each section, you will have completed your analysis.

A Report style format should be used, with an ACU Cover Page, a Table of Contents, a brief introduction, and sections built around the Campaign Plan framework. Use the headings below for your respective sections in the report. There is no need to include an Executive Summary or a Conclusion in the Campaign Plan report. Number all pages in the Campaign Plan report, and ensure each section's correct page is reflected in the Table of Contents. Your Campaign Plan report will be review by the client.

1.Introduction(introduce the company, its current target market, and highlights of current marketing strategy)

2.Brand(Discuss the brand, discuss brand mandatories, values and positioning)

3.Current Marketing Communications(discuss the current marketing communication, what is the current integrated marketing communication mix that the company is using, is it successful) 4.Proposed Marketing Objectives and Strategies(outline proposed marketing objectives associated with the new strategic initiative for which this Campaign Plan is created, and the rationale for these)

5.Proposed Campaign Objectives(list and scope out the proposed campaign objectives associated with this Campaign Plan)

6.Proposed Creative(outline creative strategy for advertising and other communication elements; include here the major selling idea, message strategy, advertising appeals)

7.Proposed Media(outline traditional and digital media strategy, platforms, and delivery schedule) 8.Proposed 'Below the Line'(outline 'below the line' strategy, fitting the campaign objectives) 9.Potential marketing communication challenges and Recommendations 10.Reference list, containing at least 10-15or more carefully selected, high quality sources of information (Not part of word count), no older than 4-5 years, except for seminal literature.