BSBMKG440: Marketing Communication Across a Convergent Industry

This project portfolio for BSBMKG440 explores the application of marketing communication strategies within a convergent industry, focusing on the 'Plastic Free July' campaign initiated by Broad Shire Council. The project outlines the council's objectives to raise awareness about single-use plastic and encourage participation from local businesses, schools, and residents. It details the forms of marketing used, including digital and social media, and assesses their effectiveness. Key messages and slogans are developed, and marketing communication tools such as social media campaigns, paid advertising, and online advertising are identified. The project includes an action plan with timelines, responsibilities, and estimated costs. It also examines the role of the customer, the impact of communication technology, and relevant legislation. Furthermore, the portfolio includes blog posts, tweets, Facebook posts, and Instagram content designed to promote the 'Plastic Free July' event. It identifies marketing communication networks and describes networking opportunities, showcasing a comprehensive approach to marketing communication in a convergent environment.

BSBMKG440
Apply marketing
communication across a
convergent industry
PROJECT PORTFOLIO
STUDENT VERSION

Contents
Section 1: Planning marketing communications 6
Section 2: Implement marketing communication tools 13
Section 3: Implement marketing communications 15
BSBMKG440 Apply marketing communication across a convergent industry | 3

Student name:
Assessor:
Date:
Business this assessment is
based on:
Marketing objectives:
Product or service this
assessment is based on:
BSBMKG440 Apply marketing communication across a convergent industry | 5

Section 1: Planning marketing communications
The convergent environment
The convergent environment
Outline the forms of
marketing (traditional or
digital), advertising and public
relations that the business
has used to date and provide
examples.
What is working well? What is
not?
a combination of advertising, editorial, digital and social media
campaigns are being focused upon by the council.
Yes it is working well but budget of the council is low so they need to
focus upon low-cost marketing communications options.
Purpose
What is the purpose for
undertaking marketing
communications?
To create awareness about single use of plastic and to promote
plastic free July
Target audience
Describe the audience you
would like to reach with your
marketing communications.
local business, schools and residents are the one who will be focused
upon to explain problems associated with use of plastic.
BSBMKG440 Apply marketing communication across a convergent industry | 6

Key messages
What are the key messages?
Not to use single use plastic in July
Slogan
List at least one slogan that
can be used across all
marketing communications.
Choose to refuse single use of plastic
Marketing communication
tools
Which marketing
communication options did
you identify? Provide a short
description of the technique.
Social media marketing option is one of the most appropriate option
that can be used as today more than 90 percent people use social
media platforms and it can directly help in reaching target audience
Legislation, policies and
procedures
Outline legislation that
protects consumers and
ensures fair trading.
Outline legislation relating to
spam.
 legislation that protects consumers and ensures fair trading :
Competition and Consumer Act 2010
 legislation relating to spam : The Spam Act 2003
 legislation relating to privacy and implications for direct
marketing: Privacy Act 1988
 role of the Advertising Standards Board and Bureau and the
AANA Code of Ethics: Administer and resolve complaints that
regulates compliance of advertising and marketing
BSBMKG440 Apply marketing communication across a convergent industry | 7

Outline legislation relating to
privacy and implications for
direct marketing.
What is the role of the
Advertising Standards Board
and Bureau and the AANA
Code of Ethics?
communications with the industry codes and initiatives
Complete this section before the meeting
Research convergent tools
List the three marketing
communication tools you will
develop.
 Social media marketing tool
 Paid campaign
 Online advertising
BSBMKG440 Apply marketing communication across a convergent industry | 8

Marketing Communications Action Plan
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Person
responsible
Estimated cost
Paid
campaign
Category
key
words
Free e-books
advertisements
New
category
key
words
Ongoing
optimization
Develop
cross
channel
platform
Develop
special
events
Remarketing Special
events
Marketing manager $2500
Social
media
marketing
Create
message
to spread
Create post Create
account
on social
media
platforms
Create
event to
gain
followers
Post
different
post on
different
social
media
platforms
Weekly
blog post
Special post Linking
plastic
free July
website
to
account
Marketing manager $2500
Additional rows may be added depending on marketing communications
BSBMKG440 Apply marketing communication across a convergent industry | 9

Complete this section after the meeting
The role of the customer
Provide an example of how
the tools you recommended
are customer-centric.
Explain how these tools
empower the customer.
Social media marketing and paid campaign help in keeping
customers at heart of marketing and helps in enhancing overall
customers experience. It empower customers as it directly helps in
providing customers with more channels to reach plastic free July
easily
Communications technology
How will you utilise the impact
of communications
technology?
Communication technology advancement directly helps in promoting
faster decision making. Communication technology can directly help
in tracking communications and providing excellent customer service
Mobile devices
How will you utilise
distribution on mobile
devices?
Distribution of mobile devices can be done through social media
applications and posting post or stores on social media applications
such as stories on Instagram etc.

Current technologies and
distributed services that
impact marketing
communications.
What did you seek advice
for?
What was the advice you
received?
Lower speed internet connection can affect marketing communication
such as it can affect posting of post on social media.
We did seek advice for effective internet
Most suitable tool
Which tool did you select?
Social media makreting tool
Attach: Link to business website About page or corporate
brochure that summarises what the business does OR
Simulation Pack if using case study
☐

Section 2: Implement marketing communication tools
Blog
Write a blog post of two to
three paragraphs and make
reference to your online event.
Plastic waste is a bigger problem that not only impact environment but
also impact health of people. It is a challenge for everyone to avoid
single-use plastics for a month in order to bring changes in the world.
Plastic free July global movement is a kind of initiative that can work
as a solution for dealing with plastic problem. Various business
organizations as well as government are taking initiative for making
this movement successful.
Tweets
List what you will tweet up to,
and during, the event to
promote the event.
 Tweet details of the event
 Benefits of the event and reason because of which this event is
being organized.
 Initiatives taken till now
 Objectives achieved till now
 People getting involved in this initiative
Facebook posts
What are your two Facebook
posts that could be posted in
the lead up to the event?
First Facebook post would be about the event, initiative taken,
purpose of the event and to know more details about the event direct
link of initiative would be provided.
Second would be about people getting involved within the event

Instagram
Attach the photos at the end of
this Section.
Attach: Two Facebook photos/ content ☐
Three Instagram photos ☐
Media release ☐

Section 3: Implement marketing communications
Marketing expert
Name
Contact details
Outline of the services
provided
Research marketing
communications networks
What are the names of the
three networks you have
identified?
Provide a link to each website.
 Plastic free July team members is the first network:
https://www.plasticfreejuly.org/about-us/#team
 Partners of Plastic free July campaign:
https://www.plasticfreejuly.org/partnerships/
 Sponsors of plastic free July:
https://www.plasticfreejuly.org/partnerships/challenge-sponsor/
Networking
Provide a brief description of a
free networking opportunity
that you participated in by
stating the title and purpose.
What did you like most about
the networking activity?
What were the benefits of
participating?
An event was organized in which many business organizations,
schools participated and they were provided details about the event so
that they can get to known about the event
It was one of the best networking activity and it benefitted me in terms
of provision of opportunity where I can develop network with others.
Attach: Email to an expert ☐