You will work on an IMC Strategy Plan project for our industry partner this semester – Two Feet and a Heartbeat. This is a team assessment so please form a team of a maximum of three students. In a hypothetical project, the award-winning Two Feet and a Heartbeat company has approached you to propose an IMC plan for a new tour focused on either: • A tour for the post Covid-19 tourism world addressing the questions of “How do we get locals to explore Perth when we don’t have interstate or international visitors?” What will get locals out to familiar places around Perth? What are the their “pain points” after COVID-19 lock down? What new experience do you think they might try? • A tour to provide an accessible adventure tourism opportunity for those who may not have the opportunity to experience traditional experiences. It has been estimated that 30% of a population will have access requirements at any point in time, and most people will have a disability at some stage during their life (Darcy and Dickson, 2009). As such, this is an important market segment and marketers will need to be innovative and creative in how they address the special needs of these individuals. Your first task is to think of a group in society that has special needs that may make every day experiences challenging. For example, you may consider developing a tour for individuals who are visually impaired, hearing impaired, have mobility issues or perhaps have a chronic illness. ASSIGNMENT INSTRUCTIONS Strong assignments will show sound understanding of: the needs/profile of the chosen market and the profile and values of the industry partner. You are also expected to use promotional marketing theory that will link the tour partner, the tour you’ve designed and the market together. It is therefore expected that your promotional strategy plan will exhibit strong research skills (from academic and industry sources). A brief of the business: Two Feet & a Heartbeat is Australia’s most awarded walking tour company, delivering tours in Perth, Fremantle and surrounds since 2008 (https://www.visitfremantle.com.au/two-feet-aheartbeat- walking-tours). “Our tours are designed to be conversational, informative, engaging and entertaining. We don’t focus on the “This building was constructed in nineteen-nigity-four by Jebediah Springfield”. Instead, we have built a reputation as a leader in contemporary interpretation. We focus on the who, what, where, when, why and how. We paint a picture of the destination you are visiting. At the end of our tours, you will be able to say “Ah, I get it now”. (https://www.twofeet.com.au/who-are-we-perth-tours). Key components to cover in your strategy report: a) Briefly Introduce your tour by explaining its main features and set the scene for how your assignment will be structured (approx. 200 words). b) Profile of the campaign audience: Who is your target market for this campaign? What is their segmentation profile? Why have you selected this market? Ensure you justify your campaign audience with research and application of segmentation theory (approx. 400 words). c) Provide Rationale for your new tour: Here you can expand on any features of the tour you introduced in the first section. Why did you choose this tour? Using appropriate marketing theory, explain why it should be successful. Rationale can be from a need in the marketplace, perceived weakness in competitor products, etc. You will need to apply marketing principles and research to help provide rationale (approx. 400 words). d) Through supporting research and the application of marketing theory, provide a review on what you consider to be a ‘best practice’ promoter of accessible experiences for people with a special need. This review does not need to be from a tourism/tour provider but can be any business. Your review will analyse outcomes and critique the campaign to highlight the strengths and potential weaknesses of the past campaign. What can Two Feet and a Heartbeat learn from this past campaign? (approx. 650 words). e) Audience perception/problem: What challenges will the launch of your tour likely face? How will it overcome this? (You may speculate on this) (approx. 500 words). f) Marketing and Communication objectives: What are your marketing (e.g. increase sales volume) and communication (e.g. increase awareness) objectives? Objectives need to be SMART (approx. 400 words). g) Campaign idea: What would you propose as the central idea to run across all media and IMC tools? Include sample creative executions of your core marketing communications strategy – provide some rough layouts or images to convey your campaign idea. In this section you should discuss what your ‘big idea’, or core message is, and how you will deliver this to your audience (approx. 500 words). h) Marketing communications strategy and tools: which tools are going to be primary and secondary; how would you use these tools to achieve your campaign objectives? Tools to cover are the Internet, Advertising, Sales Promotion, Direct Marketing, Public Relations, Personal Selling and Support Media. Be sure to justify why you may not use a tool as part of your Marketing Communications Strategy (approx. 800 words). i) Campaign measurement: how would you measure the success of your campaign (e.g. visits to campaign website/conversions, responses, publicity generated, online survey, etc.?) (approx. 400 words). j) Conclusion: Conclude your report by making a final argument as to why the promotional strategy for your proposed new tour is appropriate (approx. 250 words). MARKING CRITERIA • The report needs to show strong evidence of research and application of marketing theory. • The report needs to creative and presented in a visually appealing manner (e.g., use of images, photos, branding, etc.) and so your report must not be a descriptive essay. • Tables, figures, the title page, and the reference list are not included in the word count. • Proof read your work before submission as marks will be deducted for poorly-edited work, spelling and grammatical errors. The report must be presented in a manner that is professional and easy to follow. • A reference list must be attached to the back of your assignment.
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