An integrated marketing communications plan for attracting sponsorship to The Ion Horse Mk2.
Order Description
The Task
Your task is to develop a strategic integrated marketing communications plan to attract sponsors for Kingston University’s E-racing electric bike: The Ion Horse Mk2.
You have a budget of £2000 to include all activities, e.g., PR, direct marketing, social/mobile campaigns, regular blogs, etc. However, you feel that you need more than £2000, you are free to go beyond this amount. In this case you must provide justification for the proposed increase.
The plan should be no more than 4,000 words, plus appendices. As the agency working on this brief, all group members should assume an agency role. Throughout the assignment groups should also keep detailed “contact reports” which summarise group meetings and agreed actions. These should be included in the appendices and will be referred to in cases of uneven contributions to the work.
MARKETING COMMUNICATIONS AND ADVERTISING PLANNINGBM5203
Assessment Briefing: Coursework 2
Group written report, worth 20% of module grade
An integrated marketing communications plan for attracting sponsorship to The Ion Horse Mk2.
This is a group written report and students should work in groups of four or five to form their campaign teams.
The Task
Your task is to develop a strategic integrated marketing communications plan to attract sponsors for Kingston University’s E-racing electric bike: The Ion Horse Mk2.
You have a budget of £2000 to include all activities, e.g., PR, direct marketing, social/mobile campaigns, regular blogs, etc. However, you feel that you need more than £2000, you are free to go beyond this amount. In this case you must provide justification for the proposed increase.
The plan should be no more than 4,000 words, plus appendices. As the agency working on this brief, all group members should assume an agency role. Throughout the assignment groups should also keep detailed “contact reports” which summarise group meetings and agreed actions. These should be included in the appendices and will be referred to in cases of uneven contributions to the work.
Structure of the written report:
The Communications Plan should be presented as a proposal in the style of a business report. It should include sensible use of appendices (e.g. if something is crucial, such as a budget, it should be included in the main body of the report).
INTRODUCTION
Confirmation of the task required
SITUATION ANALYSIS
• Market environmental analysis
• Stakeholder analysis (including sponsors)
• Marketing communications activity in the category
• Trends
COMMUNICATIONS OBJECTIVES
Communication objectives should be SMART
STRATEGY
Target Audience:
Who exactly are the people the communications must reach/affect?
Demographics, geographics, behaviouristics, psychographics
Business decision makers
Pen profile summaries
Creative Strategy
• What is the main message the communications should put across?
• What do you want people to think/feel after being exposed to the communications?
• What is your strap-line?
• Remember there should be a single minded proposition which will underpin all of your communications
• Provide an example of your creative approach
RECOMMENDED CAMPAIGN (COMMUNICATIONS MIX)
• What mix of communications do you recommend for your campaign? Ensure that you include rationale for your choice
TIMING AND BUDGETS
• Budget is £2000 for one year (you are free to go beyond this amount should there be good reasons to do so. In this case you must provide justification for the increase)
• Produce a communications schedule showing timings and costings
• This should include a breakdown of media choices
EVALUATION: PRE AND POST CAMPAIGN TESTING
• How will you measure the success of your campaign?
Deadlines: Completed written Group Communications Plans should be submitted to the electronic drop box by 9.00am on Thursday 10 December 2015.
Feedback: Marked assignments with tutor feedback will be returned during a feedback session on Tuesday 12 January 2016. During this session you will be asked to reflect on your feedback (as a group) and discuss this with your tutor. This exercise accounts for approximately 5% of the assignment mark and is ONLY AVAILABLE DURING THIS SESSION.
Some notes on group work
Inevitably there will be some groups which do not function as well as others. To ensure a fair allocation of marks to individual students, groups are required to keep notes in the form of agency “contact reports” about group meetings and individual contributions throughout the project. In the event of a disagreement over the allocation of marks, the module tutor will refer to these reports to make a final decision.
Group work and academic misconduct/plagiarism
Work submitted by a group is the responsibility of the group as a whole. In the unfortunate event of the work being judged to have been plagiarised, the only circumstance in which it is possible that the responsibility for the misconduct would only fall on the group member who actually committed it, would be if there were clear evidence that that member had dishonestly misled the rest of the group as to the source of his her contribution. This would require clear and contemporaneous evidence of group discussions of the sort which should be available if groups follow the advice given about keeping a log of group proceedings. If the group work is simply allocated amongst the members of the group without any sort of group review of the outcomes, then all the group members are taking on themselves the risk that some element of the work is tainted by academic misconduct. If you are unclear about any of this, you should refer to the University’s guide to Plagiarism for further explanation.
Avoiding plagiarism
The best way to avoid academic misconduct or plagiarism is to use your own words, do not cut and paste from other work, and to ensure that you reference properly the sources you have used in your assignment. There is help available from the library and online, including a range of videos such as those given below:

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