Business Marketing: Integrated Communication Plan for Education

This report outlines an integrated marketing communication plan designed to support online education for children in remote and rural areas of Australia. The plan focuses on leveraging technology to provide mentorship and educational opportunities to indigenous children, addressing the high illiteracy rates in these communities. The report details the purpose statement, target audience (including families, teachers, and IT professionals), product analysis, and legal and ethical constraints. It identifies appropriate marketing communication functions and media vehicles, including television, streaming media, digital publications, and online apps. A creative brief, media consumption habits, and a schedule for marketing activities are also included, along with a detailed budgetary allocation. The conclusion emphasizes the importance of teacher training in digital technologies, ethical considerations, and securing corporate sponsorships to ensure the initiative's success. The report aims to provide a structured framework for raising funds and implementing an effective online education program, ultimately transforming children into future teachers.

Running head: BUSINESS MARKETING
Integrated Marketing Communication Plan
Name of the Student:
Name of the University:
Author Note:

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Executive Summary
The report is prepared for supporting the strategy of educating the children from remote
and rural areas of Australia. The implementation of the online education facilities with the
advanced technologies is the major purpose for this report. It provides the structured and
insightful ideas about the purpose by concentrating on the target audiences, legal and ethical
constraints, media vehicles, and appropriate schedule for the marketing activities. The report also
provides the appropriate budget allocation for using each off the media. Based on this structured
report, the group would raise the funds from the corporate sponsors. The report also highlights
the necessity of the adequate knowledge of the teachers in terms of using the technologies for
delivering the appropriate education to the indigenous children in Australia.

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Table of Contents
Introduction......................................................................................................................................3
Purpose Statement...........................................................................................................................3
Target Audience...............................................................................................................................4
Product Analysis..............................................................................................................................5
Legal and Ethical Constraints..........................................................................................................5
Marketing Communication Functions and Media Vehicles............................................................6
Creative Brief...................................................................................................................................6
Media Consumption Habits.............................................................................................................6
Schedule for marketing activities....................................................................................................7
Budgetary Allocation.......................................................................................................................7
Conclusion and Recommendation...................................................................................................9
References......................................................................................................................................11

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Introduction
The development of an integrated marketing communication plan works as one type of
promotional strategy that helps in conveying the messages to the targeted audiences. According
to Camilleri (2018), an integrated marketing communication plan leverages the multiple
promotional sources that are quite beneficial for a business to gather the responses from a larger
number of the audiences. This study would develop such secure integrated marketing
communication plan that would help in delivering the high quality support to the people from the
remote areas of Australia. The structured construction of the plan would be clearly described in
this study.
Purpose Statement
OTB group is looking forward to develop the ItechUtech, which is small type of NEP and
encourages the mentorship process, especially in the isolated or the rural areas. The group has
recognised the necessity of spreading education to the students who cannot access to the greater
education system due to the lack of proper infrastructure. It has been observed that the children
belong to indigenous group in Australia have the highest illiteracy rate in the world. Moreover,
they do not receive the adequate facilities to develop their education. Therefore, the initiative is
undertaken to provide the education to these children with the help of appropriate medium. The
focus of this mentorship program is to provide the proper education and scholarship foundation
to the students for supporting them and ensuring more employability. This initiative is
concentrating on training and mentoring of the young people for making them efficient enough
to become a teacher. The online tutoring and mentoring process would be developed to educate
the children from the rural areas of Australia. OTB group is depending on fundraising programs

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and establishing the corporate sponsorships and grants to gather more funds for executing this
initiative. The further study would state the requirements and structured planning for the
execution of this initiative by identifying the necessities.
Target Audience
The group has kept the focus on setting the primary audience for this initiative. The
primary audiences are the families of children and adolescent group for providing them the
education remotely. The secondary audience group is the counselors or the teachers available for
the distance education. The children and adolescents would take part in this education and
develop their educational qualities for becoming the future teachers. The families need to support
the initiative to develop the knowledge of their children and make them accomplish their goals.
In order to execute such idea, it is also required adopting the most suitable communication tools.
The major communicational personnel selected for this initiative are as follows:
 People associated with the industry publications, such as IT, teachers, NFP
 Mummy bloggers
 Date Base
 Association
 Media
It is necessary to develop the right type of communication media with the help of the highly
organized information technologies. Moreover, the supports from the tech-savvy teachers would
also be much helpful in educating the children through skype media in a remote location.
Understanding the right utilization of these media would help in developing the structured

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communication plan for the children. The IT professionals would be associated to develop the
proper communication network from a distant place.
Product Analysis
OTB group has initiated the idea of providing distance education to the children from
rural and remote areas of Australia. The service requires high level of communication
technologies and the strong ItechUtech network. The teachers and the IT professionals would be
associated with the activities to develop the digital communication and the digital learning
process for the children from these areas. The major purpose of this initiative is to educate the
children with proper technical facilities and infrastructure and help them to become teachers.
This training and mentorship program would be accessed from the remote areas. The team would
remotely provide the education to the children whereas one group of teachers would be present
in the location. The corporate sponsorship would help in raising funds for this initiative. The
high level of the information technologies would be engaged for preparing the online education
program in the remote areas. The major motto of this initiative is to educate the children from the
indigenous group who have the highest illiteracy level in the world. This scholarship foundation
program would educate these children for becoming the teachers and provide more education to
the other children.
Legal and Ethical Constraints
The online education through the communication media require being developed by
maintaining the ethical and legal parameter (Luxton, Reid and Mavondo 2015). The maintenance
of the intellectual property rights including the interventions, discoveries, creative works, and
innovations (Kerr and Kelly 2017). The issues with the cyber security while using the internet

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medium, ethical approaches of the publications, and appropriate copyright constraints may
emerge as the most significant issues. The teachers also require giving proper attitude while
dealing with the indigenous people. Managing such ethical and legal constraints would be
necessary for executing the initiative.
Marketing Communication Functions and Media Vehicles
The specific marketing vehicles chosen for this project is the television, streaming
media, digital publication, skype, and online apps. The educational materials would be featured
through online mediums. The awareness programs would be developed through the digital
technologies. The teachers are needed to be knowledgeable enough to use such digital means and
provide the supports from remote areas. The IT technicians would develop the appropriate
networking from rural areas.
Creative Brief
The group has undertaken the project of establishing online education for the children
from remote areas. The purpose of this online education is to develop the educational
background of the children who can become the teachers in future. The training and mentorships
would be monitored by the skilled teachers and technology professionals. The structured budget
would be developed for each of the media channel used in this context. The funds would be
gathered from the corporate sponsorships and grants. The appropriate promotional media and
marketing activities would be adopted.
Media Consumption Habits

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The teachers associated with this initiative need to develop the enriched knowledge
regarding the use of the digital technologies. IT professionals would be available to establish the
secure connections and clear the caches over the internet to ensure the smooth connection
facilities during the online classes. The adequate network facilities would be checked and
monitored properly to demonstrate the necessary learning materials for the children. The
appropriate visual presentation over the internet media would be utilized in a systematic process.
The teachers also need to gather the insightful knowledge regarding the functioning of the digital
equipment.
Schedule for marketing activities
Main activities/ stages Week
one
Week
Two
Week
Three
Week
Four
Week
Five
Week
Six
Week
Seven
Project Brief 
Decide on project  
Research 
TVC   
Table 1: Marketing Schedule
(Source: Created by Author)
Budgetary Allocation
The allocation of the appropriate budget would also be necessary for this purpose. The
following budget would be scheduled for executing this plan.
Promotional Budget

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PROMOTIONAL METHOD
Printing
Business Cards $500
With Comps $1500
Letterhead $1000
Invoice Books $500
Signage
Posters $1400
Premises $2000
Uniforms $1000
Media
Local Papers $250
Yellow pages $125
White pages $200
Radio $500
Metropolitan Dailies $200
Trade & Industry journals $150
Trade Shows $350
Shopping Shows $1000
Instore Demonstrations $800
Miscellaneous
Newsletters $100
CD Roms $200
PROMOTIONAL METHOD

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Printing
Web site $500
Database Purchase $1500
1300 numbers $5000
TOTAL $18,775
Table 2: Budget Allocations
(Source: Created by the Author)
Conclusion and Recommendation
The marketing plan is established for establishing the education for the children from the
remote areas of the Australia. The purpose of this plan is to provide the mentorship and
scholarships to these children since these places have the highest illiteracy scale. The online
digital media is developed for providing education to the children and adolescents that would
transform them into the teachers in future. The teachers associated with this online education
need to gather the adequate technical knowledge regarding the use of the advanced technologies.
The IT professionals would also be available to manage the ItechUtech NEP network to establish
secure remote connection. The major obstacle is the adequate knowledge of the teachers to
handle such digital mediums. Therefore, if the experienced professionals could provide
vocational training to the teachers for using these digital mediums, it would be much helpful in
providing the necessary educations. On the other hand, it is also necessary to develop the greater
understanding regarding the ethical and legal aspects to avoid challenges in these fields. The
maintenance of the appropriate expertise level and convincing the families of the children would

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help in developing the higher level of education. The visual demonstration of the digital
education would be much realistic approach to deliver the online education in these remote areas.
The budget allocated for establishing these marketing activities would require the monetary
supports from the corporate sponsors and grants. Managing these specific requirements would be
much helpful in developing the secure and high quality education level among the children in the
remote areas.

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References
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Kerr, G. and Kelly, L., 2017. IMC education and digital disruption. European Journal of
Marketing, 51(3), pp.406-420.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Macniven, R., Elwell, M., Ride, K., Bauman, A. and Richards, J., 2017. A snapshot of physical
activity programs targeting Aboriginal and Torres Strait Islander people in Australia. Health
Promotion Journal of Australia, 28(3), pp.185-206.
Selwyn, N. and Stirling, E., 2016. Social media and education… now the dust has
settled. Learning, media and technology, 41(1), pp.1-5.
Sozinova, A.A. and Fokina, O.V., 2015. Special aspects of studying the internet as a marketing
communication channel of the service industry. Mediterranean Journal of Social Sciences, 6(4),
p.139.
Sozinova, A.A. and Fokina, O.V., 2015. Special aspects of studying the internet as a marketing
communication channel of the service industry. Mediterranean Journal of Social Sciences, 6(4),
p.139.
Valos, M.J., Maplestone, V.L., Polonsky, M.J. and Ewing, M., 2017. Integrating social media
within an integrated marketing communication decision-making framework. Journal of
Marketing Management, 33(17-18), pp.1522-1558.