Communication Brief

Choose one of the four vineyards listed below and assume the role of the director of marketing, and think about how to improve upon their current level of success. You will need to do some research on the Internet to gather additional information about the organization.

Beaufort Vineyard and Estate Winery

Burrowing Owl Estate Winery

Hester Creek Estate Winery

Kalala Organic Estate Winery

Develop a communication brief for the next phase of your chosen vineyards branding strategy, for one target audience that you think is important to their growth.

Describe each element in the communication brief and provide a rationale for each of your recommendations using consumer behaviour insights, marketing concepts, and analysis.

Assume that you have a $200,000 budget to develop an integrated marketing communications plan.

In your communication brief, describe and provide a rationale for each of the following points:

Target Audience Profile (5 marks)

Communication Objective(s) (5 marks)

Overall Communications Strategy (5 marks)

Positioning Statement (3 marks)

Key Message (2 marks)

Positioning Map (5 marks)

Communications Tactic (5 marks)

Communications Mix (5 marks)

Creative Concept and Execution (5 marks)

Communication Budget Allocation (5 marks)

Actual Value Created for Target Audience (5 marks)