Diploma of Social Media Marketing

Marketing
communication brief
template:
BSBMKG523 Design and develop an integrated
marketing communication plan
Author’s name: write your name here

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
Copyright 2019
 Australian College of Business Intelligence
All rights reserved
Version: 19.1
Date Modified: January 2020
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Marketing communication brief template: BSBMKG523 Version: v19.1 Page 2 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
Content
s
1. Purpose...............................................................................................................................4
2. Background information......................................................................................................5
2A. Client profile......................................................................................................................................5
2B. Market situation................................................................................................................................5
3. Objectives............................................................................................................................6
3A. Marketing objectives.........................................................................................................................6
3B. Communication objectives................................................................................................................6
4. Target Audience...................................................................................................................7
5. Legal and Ethical Constraints...............................................................................................8
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 3 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
1. Purpose
Instructions: The ‘Purpose’ is similar to an executive summary. Describe why you have developed your
marketing communications brief, and what you hope to achieve from it. Please note this section should
act as a quick reference doesn’t need to be detailed – a couple of summary paragraphs is sufficient.
The main purpose of a marketing communication includes- communicating the key objective or idea to
the target audience. The marketing communication also includes determination of the communication
channels. For instance the communication channel that will be used by the tee shirty company is social
media channel and out of home advertisements (Berezan et al., 2017). The aim of the IMC is also to
influence the decision making of the target customers. Moreover the key message swill be focused at
highlighting the unique selling proposition of the company. Moreover the integrated marketing
communication is used to make the customers aware of the products and services offered by the
company.
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 4 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
2. Background information
2A. Client profile
Instructions: Use this section like introduction. Outline the organisation’s current and previous marketing
approach, its key products, characteristics and competitive factors. You may wish to describe the
company’s market share as well as how well known and recognised the brand is within the target
market.
The previous marketing approach used by the Tee shirty company included minimum advertisement
activities. They previously made use of digital publications in order to promote their brands and till today
tee shirty has got about 80 press mentions. The company used email marketing strategy in order to keep
information of the customers who visit the website of the company and automatically generated email
for them. The company is also engaged in optimising its website on a regular basis and for producing
strategic content (Luo et al., 2019). The present marketing strategy includes making use of a IMC plan
to improve the awareness of the customers and to attract them. The company is well known among its
customers and in fact the company is known for its sustainable and environmental friendly products and
services, its unique products and services, fast delivery of the products and services and excellent
customer services. Moreover the brands non-corporate communication style is also liked by the
customers. The main characteristics of tee shirty products are that they are sustainable and they support
the protection of hums rights. These factors also provide a competitive advantage to the company
(Payne et al., 2017).
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 5 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
2B. Market situation
Instructions: Use this section outline a brief competitor analysis, considering strengths, weaknesses and
competitor communications.
Strengths
The environmental friendly and sustainable
approach used by the company provides it a
competitive advantage over its competitors
Protection of human rights by the company also
provides it a competitive edge over other
companies such as Vege Threads.
Unique fabrics provided by the company
Weakness
Newly launched brand and therefore lacks
customer’s awareness as compared to Vege
threads which has been in existence for quite a
long time and is well known among its customers.
Presently the goods and services of the company
are available only through the company website
and therefore it has limited presence as compared
to Vege threads which has recently opened a
physical store as well.
The company does not invest much in advertising
in promotion of its products and services and that
causes a weakness to tee-shirty as compared to
Vege Threads.
Opportunities
The company can improve the awareness of the
customers and promote its business activities with
the help of using IMC plans in order to overcome
its competition
Threats
Fierce competition from the competitors can act as
a threat to the company
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 6 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
3. Objectives
3A. Marketing objectives
Instructions: Define exactly what you intend to accomplish with the marketing campaign. Ensure your
marketing objectives are SMART: Simple
 Measurable
 Actionable
 Realistic
 Timely
The main objective of carrying out the marketing campaign is to increase the customer’s awareness
about the goods and services offered by Tee-shirty and also to increase sales of the company (Světlík,
2017).
Criteria Explanation
Simple The objective of the marketing campaign is simple
because it is defined properly and is clear.
Measurable The objective of the marketing campaign is
measurable because the customers awareness can
be measured on the basis of the number of visits in
the website or the company’s page and the
different social networking platforms the company
is presently operating. further the objective of
increasing sales is also measurable because it can
be measured against past performance.
Actionable The objective of the marketing campaign is
actionable because both the objectives of
increasing customers awareness and increasing
sales are achievable.
Realistic Moreover the objectives of the marketing
campaign is realistic because it is within reach.
Timely Moreover the marketing campaign objectives can
be achieved timely through regular evaluation.
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 7 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
3B. Communication objectives
Instructions: Clarify what the marketing communications in the campaign should achieve. Identify the
target audience’s problems—or pain points—you intend to address.
The marketing communication used in the marketing campaign is going to increase the conversion rate
of the visitors into consumers of the company and also increase the brand awareness among the
customers (Valos et al., 2016). The major concern of the customers these days is the increasing impacts
of the organizations on the environment and therefore the company can help in meeting this need of the
customers with the help of its ethical business practices and activities undertaken to protect the human
rights. Moreover the products of the company will also be liked by the customers because it is aimed at
providing a regular and comfortable non-corporate look through the use of unique fabrics and colourful
clothes.
4. Target Audience
Instructions: Provide a summary of target audience segments
Target Market Segment Who they are
Demographic market segment Adults between the age group of 18-34 years of age
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 8 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
Psychographic market segment
Customers who value ethical activities, sustainability and
also human rights protection
Behavioural market segment Through brand interaction with the customers
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 9 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
5. Legal and Ethical Constraints
Instructions: Describe legal and ethical constraints impacting marketing communication.
Some of the major ethical issues in marketing communication include- bad taste, puffery, stereotyping,
promotion of unhealthy goods and services. Further offers such as bait and switch may be used in the
marketing activities undertaken by the company (Porcu, Del Barrio-Garcia & Kitchen, 2017).
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 10 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Marketing communication brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
References
Berezan, O., Krishen, A. S., Tanford, S., & Raab, C. (2017). Style before substance? Building loyalty
through marketing communication congruity. European Journal of Marketing.
Luo, J., Pan, X., Wang, S., & Huang, Y. (2019). Identifying target audience on enterprise social
network. Industrial Management & Data Systems.
Payne, E. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing
communications and consumer engagement. Journal of Research in Interactive Marketing.
Porcu, L., Del Barrio-Garcia, S., & Kitchen, P. J. (2017). Measuring integrated marketing communication
by taking a broad organisational approach. European Journal of Marketing.
Světlík, J. (2017). Integrating online advertising into integrated marketing communications. Marketing
Identity, 5(1/1), 206-215.
Valos, M. J., Habibi, F. H., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the
integration of social media within integrated marketing communication frameworks. Marketing
Intelligence & Planning.
Marketing communication brief template: BSBMKG523 Version: v19.1 Page 11 of 11
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020