Develop a marketing communications plan that explains how Lush could create awareness of its new range of products in the UK market. The brand wishes the campaign to run for a period of 3 months between October 2022 and December 2022 and are looking to integrate various elements of the marketing communications mix. The budget for the campaign is 250,000.

Following Chris Fill's Marketing Communications Planning Framework (MCPF), the Marketing communications plan must include the following:

a. A brief contextual analysis with clear indication of the insights used in devising the campaign

b. Communication Objectives for the campaign

c. Communication strategy for the campaign

d. Clear definition of who the key audiences are for this campaign, providing comprehensive pen portraits of the target audiences

e. A succinct (no more than 20 words) description of the campaign proposition

f. Detailed and justified recommendations on the communication tactics and media to be used

g. Campaign implementation plan

h. Budget allocations

i. Campaign evaluation

Guideline

1. You need to ensure all 9 elements of the Marketing Communications Planning Framework (MCPF) have been addressed.

2. Please note that with the exception of the MCPF, you should use your own judgement regarding which marketing communications theories or models to use.

3. You can start this section by undertaking a brief Context Analysis that highlights the important and relevant points that could have an impact on the overall marketing communications plan.

4. Remember that this is a Marketing Communications Plan and NOT a Marketing Plan. As such, the recommendations should focus on communications. So, for instance, you should develop communication objectives and not marketing objectives. You should consider the appropriate communications strategy and not a marketing strategy.

5. You must develop at least one pen portrait of the target audience and include it in the appendices. If you have 2 or more distinct target audiences, then you should have as many pen portraits.

6. Your recommendations should consider and justify the choice of tactics (advertising/sales promotion/public relations/direct marketing/personal selling) and media (broadcast/print/digital/outdoor). This can be done by supporting your points with academic and/or practitioner research