BSBMKG523 Design and Develop Marketing Communication Plan: Hon-Chow

This assignment presents a marketing communication plan developed for Hon-Chow, a newly established Chinese restaurant. The plan addresses the restaurant's need to increase local awareness and attract customers through effective marketing strategies. The assignment includes a social media promotion strategy targeting a specific demographic, a comparison of marketing and creative briefs, and detailed components of a communication brief and creative brief tailored for Hon-Chow. These briefs cover aspects such as client profile, marketing objectives, target market, legal considerations, communication options, budget, project schedule, and a pitch designed to appeal to local consumers. The plan emphasizes leveraging social media platforms to promote the restaurant's unique food culture and healthy cooking style, aiming to establish a strong presence in the local market.

Running head: MARKETING COMMUNICATION PLAN
Marketing Communication Plan
Name of the Student:
Student ID
Name of the University:
Author’s note:

1MARKETING COMMUNICATION PLAN
Assessment Task 1: Knowledge Test
2. You are selling desks to women, who are aged between 40-60, divorced and looking to retire.
What social media platforms would use you to promote your desks and why?
Since the women are aged between 40-60, divorced and looking to retire, they would
spend most of the time on social media platform of Facebook. They would use the platform for
communicating with their friends and staying in touch with their closed ones. Hence, promoting
the sale of desk on social media platform of Facebook would be most suitable.
7. What is the difference between a marketing communication brief and a creative brief?
Marketing Communication Brief Creative Brief
Intended for a concise statement of the
organization’s work
Intended for addressing problems
through creative strategy
Foundation of the development and
execution of the messages
Emphasizes on aesthetic elements and
needs collaborative approval from the expert
and client
Comprise of communication and
business objectives, target audience, action,
single benefit, mandatory facts, timing, and
evaluation (Scott, 2015)
Comprise of project name, involved
person, background, objective, consumer,
reason, and desired response (Felix,
Rauschnabel & Hinsch, 2017)
Assessment Task 2: Written Report & Meeting
Part A: Meeting Set up
Introduction of Participants: Business Client of Social Media Marketing Consultant

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Proposal for meeting: Requirement of the business for creating integrated marketing
plan
Identification of the Problems: Clarification of the marketing plan objectives, Lack of
Evidence for the client’s business past efforts in marketing section, and feasible budget
estimation for the plan development
Required Solution: Initial Form with the clear explanation of the objectives of the
project, Summary of the last few advertising campaigns executed by the business, and an
estimated budget that can be used for the plan development
Sign off:
<<name of the student>>
Part B: Communication Brief
Client Profile: The business client is a restaurant named Hon-Chow that specializes in
the Chinese foods like noodles, momos, sushi, and many others. They have started their business
recently and required marketing their products and services. Even the local neighbourhood are
not acquainted with the quality of the food at the restaurant.
Purpose Statement: The restaurant has been recently opened and it needs to be socially
aware for people so that more and more customers can get to know about the place. The locality
is wide spread and hence it is not possible for the restaurant for promoting their food stuff easily.
The main purpose of the client is to promote their services to more number of people for gaining
potential customers.

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Client’s Expectation: The client expects that the new marketing strategy would help
them in growing their customer reach to greater extent. The client has started their business
recently and required marketing their products and services. The locality is wide spread and
hence it is not possible for the restaurant for promoting their food stuff easily. The main purpose
of the client is to promote their services to more number of people for gaining potential
customers.
Marketing Communication Objectives: The communication would allow the
deployment of the effective strategies supporting the development of the effective marketing and
alignment. The effective communication objective would be allowed for the implication of the
successive development of the operations. The SMART objective includes,
a) Specific- development of the improved communication plan for supporting the
implication of the marketing strategies
b) Measurable- can be measured with the number of increased customers for the
organization
c) Attainable- can be attained by the use of the improved communication and
marketing plans
d) Realistic- profitable for the organization to achieve the implication of the
improved communication and development
e) Timely- requires a considerable time for the attenuation of the specific
deliverable
Detailed Description: the marketing plan strategy would be helpful for spreading
information about the services of the restaurant. The use of the communication strategies would

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align with the formation of the improved strategies for the operations. The communication plan
would support the development of the improved functional strategies.
Target Market of the Client: The people of the locality would act as the target market
audience of the client.
Legal and Ethical Consideration: The major disclaimer for the plan is the trade license
and copy right issue for the documentation. Moreover, it should abide by the ACS code of ethics
and professional conduct.
Marketing Communication Options: The use of the social media platform would be
helpful for the marketing of the restaurant for the people. It would allow the massive promotion
of the business to all local people.
Data Trend: The following diagram would show the growth of the social media platform
for the marketing,

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Figure 1: Growing trend of social media marketing
(Source: Shaikh et al., 2016, pp-872)
Part C: Creative Brief
Hon-Chow
Creative Brief
Project name: Development of Marketing Strategies for Hon-Chow Restaurant
Designer/Agency: Social Media Marketing Consultant
Contact Tel: +41-XXXX-XXXX
Prepare By: <name of the student>>
Department: Marketing Consultant
Date: 30/06/2018
Background/Overview: The business client is a restaurant named Hon-Chow that

6MARKETING COMMUNICATION PLAN
specializes in the Chinese foods like noodles, momos, sushi, and
many others. They have started their business recently and
required marketing their products and services. Even the local
neighbourhood are not acquainted with the quality of the food at
the restaurant. The locality is wide spread and hence it is not
possible for the restaurant for promoting their food stuff easily.
The main purpose of the client is to promote their services to
more number of people for gaining potential customers.
Objective:  development of the improved communication plan for
supporting the implication of the marketing strategies
 profitable for the organization to achieve the implication
of the improved communication and development
Target Audience: The people of the locality would act as the target market
audience of the client
Consumer Insight: The marketing plan strategy would be helpful for spreading
information about the services of the restaurant. The use of the
communication strategies would align with the formation of the
improved strategies for the operations.
Reason why: It would help in spreading the quality services of the
organization
Desired response: Successful implication of the marketing strategies
Supportive information: Project Plan Document, Budget Estimation
Project Budget:
Resource Name Type Work Standard Rate Cost
Analyst Work 56 hrs $50.00/hr $2,800.00
Documenter Work 120 hrs $70.00/hr $8,400.00
Manager Work 64 hrs $100.00/hr $6,400.00
Planner Work 96 hrs $80.00/hr $7,680.00
Marketing Head Work 48 hrs $90.00/hr $4,320.00

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Documents Material 3 $250.00 $750.00
Data Sources Material 1 $1,350.00 $1,350.00
Package Cost Material 1 $2,000.00 $2,000.00
Contents Material 1 $1,300.00 $1,300.00
Total $35,000.00
Pitch or Appeal: The people of the locality would act as the target market audience of
the client and the pitch or appeal provided to them would be based on the food culture followed
by the restaurant. The pitch statement would be- “Chinese food restaurant of Hon-Chow would
bring the food practices and flavours to the people with their custom and cultural style of
cooking”.
The light and steamed food (for avoiding oil), boiled vegetables, and traditional food
elements would be helpful for providing people with different taste and healthy food. The oil-
less cooking style would be helpful for supporting the effective food practices.
The health conscious people would be attracted to the healthy (oil free) cooking and use
of green vegetables. The food lovers would like the kind of different flavours for the food and it
would also help them in refreshing their taste bud with different kind of cooking. The marketing
of the food would be done based on the cultural influence of the Chinese food hub.

8MARKETING COMMUNICATION PLAN
Project Schedule:
WBS Task Name Duration Start Finish
0
Development of Marketing
Strategies for Hon-Chow
Restaurant
48 days Mon 7/2/18 Wed 9/5/18
1 Initiation 8 days Mon 7/2/18 Wed 7/11/18
1.1 Analysis 2 days Mon 7/2/18 Tue 7/3/18
1.2 Charter Document 3 days Wed 7/4/18 Fri 7/6/18
1.3 Submission of documents 1 day Mon 7/9/18 Mon 7/9/18
1.4 Review and Sign off 2 days Tue 7/10/18 Wed 7/11/18
1.5 Kick off 0 days Wed 7/11/18 Wed 7/11/18
2 Planning 14 days Thu 7/12/18 Tue 7/31/18
2.1 Activity Listing 3 days Thu 7/12/18 Mon 7/16/18
2.2 Scheduling the activities 4 days Tue 7/17/18 Fri 7/20/18
2.3 Complete Plan Development 5 days Mon 7/23/18 Fri 7/27/18
2.4 Review and Sign off 2 days Mon 7/30/18 Tue 7/31/18
2.5 Plan Approval 0 days Tue 7/31/18 Tue 7/31/18
3 Marketing Strategy
Development 13 days Wed 8/1/18 Fri 8/17/18
3.1 Data Analysis 5 days Wed 8/1/18 Tue 8/7/18
3.2 Social Media Platform Review 2 days Wed 8/8/18 Thu 8/9/18
3.3 Platform is selected 1 day Fri 8/10/18 Fri 8/10/18
3.4 Platform Review Report is made 3 days Mon 8/13/18 Wed 8/15/18
3.5 Review and Sign off 2 days Thu 8/16/18 Fri 8/17/18
4 Strategy Implementation 13 days Mon 8/20/18 Wed 9/5/18
4.1 Consulting with Platform vendor 2 days Mon 8/20/18 Tue 8/21/18

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4.2 Selection of marketing package 1 day Wed 8/22/18 Wed 8/22/18
4.3 Contract Agreement 3 days Thu 8/23/18 Mon 8/27/18
4.4 Marketing Content development 5 days Tue 8/28/18 Mon 9/3/18
4.5 Providing Vendor with content 2 days Tue 9/4/18 Wed 9/5/18
4.6 Promotion Completion 0 days Wed 9/5/18 Wed 9/5/18
5 Project is Closed 0 days Wed 9/5/18 Wed 9/5/18

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ID Task
Mode
WBS Task Name Duration Start Finish
0 0 Development of
Marketing Strategies for
Hon-Chow Restaurant
48 days Mon 7/2/18 Wed 9/5/18
1 1 Initiation 8 days Mon 7/2/18 Wed 7/11/18
2 1.1 Analysis 2 days Mon 7/2/18 Tue 7/3/18
3 1.2 Charter Document 3 days Wed 7/4/18 Fri 7/6/18
4 1.3 Submission of documents1 day Mon 7/9/18 Mon 7/9/18
5 1.4 Review and Sign off 2 days Tue 7/10/18 Wed 7/11/18
6 1.5 Kick off 0 days Wed 7/11/18 Wed 7/11/18
7 2 Planning 14 days Thu 7/12/18 Tue 7/31/18
8 2.1 Activity Listing 3 days Thu 7/12/18 Mon 7/16/18
9 2.2 Scheduling the activities4 days Tue 7/17/18 Fri 7/20/18
10 2.3 Complete Plan Development5 days Mon 7/23/18 Fri 7/27/18
11 2.4 Review and Sign off 2 days Mon 7/30/18 Tue 7/31/18
12 2.5 Plan Approval 0 days Tue 7/31/18 Tue 7/31/18
13 3 Marketing Strategy Development13 days Wed 8/1/18 Fri 8/17/18
14 3.1 Data Analysis 5 days Wed 8/1/18 Tue 8/7/18
15 3.2 Social Media Platform Review2 days Wed 8/8/18 Thu 8/9/18
16 3.3 Platform is selected 1 day Fri 8/10/18 Fri 8/10/18
17 3.4 Platform Review
Report is made
3 days Mon 8/13/18 Wed 8/15/18
18 3.5 Review and Sign off 2 days Thu 8/16/18 Fri 8/17/18
19 4 Strategy Implementation 13 days Mon 8/20/18 Wed 9/5/18
20 4.1 Consulting with
Platform vendor
2 days Mon 8/20/18 Tue 8/21/18
21 4.2 Selection of marketing
package
1 day Wed 8/22/18 Wed 8/22/18
22 4.3 Contract Agreement 3 days Thu 8/23/18 Mon 8/27/18
23 4.4 Marketing Content
development
5 days Tue 8/28/18 Mon 9/3/18
24 4.5 Providing Vendor with content2 days Tue 9/4/18 Wed 9/5/18
25 4.6 Promotion Completion 0 days Wed 9/5/18 Wed 9/5/18
26 5 Project is Closed 0 days Wed 9/5/18 Wed 9/5/18
Analyst
Documenter,Documents[1]
Documenter
Manager
7/11
Planner
Planner
Planner
Manager
7/31
Analyst,Data Sources[1]
Marketing Head
Marketing Head,Documents[1]
Documenter
Manager
Marketing Head
Marketing Head,Package Cost[1]
Documenter,Documents[1]
Documenter
Manager,Contents[1]
9/5
9/5
T S W S T M F T S W
Jun 3, '18 Jul 1, '18 Jul 29, '18 Aug 26, '18 Sep 23, '18

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Support Information: The supporting information required for the project execution of
the project of “Development of Marketing Strategies for Hon-Chow Restaurant” is the past
reports and documents. It would align with the implementation of the Chinese food rate list along
with the specific purchase information deployment. The supporting information can be aligned
for easing the utilization of the improved functional development.