On one of the two: 1. Vineyard | Beaufort Vineyard and Estate Winery (beaufortwines.ca)

2. Burrowing Owl Estate Winery in Oliver, British Columbia, VQA Okanagan Valley (burrowingowlwine.ca)

Develop a communication brief for the next phase of your chosen vineyard's 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)