Australian College: Marketing Communication Plan for Tee-shirty Brand

This assignment presents a comprehensive marketing communication plan developed for Tee-shirty, a recently established brand. The plan focuses on increasing brand awareness among the target audience aged 18-34, particularly in major Australian cities. The creative brief outlines the campaign background, emphasizing sustainable materials and ethical affiliations. The target audience is defined, and the key message promotes eco-friendly tee-shirts and ethical practices. The plan highlights key consumer benefits, including unique fabrics, customer service, and a relaxed communication style. Advertising mediums include social media and out-of-home advertising, with a budget of $60,000 allocated across various marketing activities. The plan also includes deadlines for content posting on social media platforms.

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

10118NAT Diploma of Social Media Marketing
Creative brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
Copyright 2019
 Australian College of Business Intelligence
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Version: 19.1
Date Modified: January 2020
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Creative brief template: BSBMKG523 Version: v19.1 Page 2 of 6
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Creative brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
1. Creative Brief (250-400 words all
together)
1A. Campaign background, including objectives
Instructions: Briefly summarise the purpose and context of the campaign.
The main purpose of the campaign is to increase the awareness of the customers about Tee-shirty
because it has been recently established. Moreover the campaign will be held to influence the decisions
of the target customers of the company that is the customers between the age group of 18-34 years of
age (Finne & Grönroos, 2017).
1B. Target audience
Instructions: Briefly summarise who the target audience is and their key characteristics
The target audience of the company includes the adults between the age group of 18-34 years of age
who are basically from Melbourne, Brisbane, Sydney and Perth. The main attraction of the brand is its
sustainable materials and the affiliation of the brand with different human rights organizations.
1C. Key message
Instructions: Describe the key message to be used across the campaign
the key message of the campaign is to promote sustainable and environment friendly tee-shirts and
customers that the company stands for ethical activities and therefore supports the protection of human
rights across the entire world.
Creative brief template: BSBMKG523 Version: v19.1 Page 3 of 6
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Creative brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
1D. Key consumer benefit
Instructions: Briefly describe the key benefit of the product to customer
Some of the key benefits of the product to the customers include- the commitment of the brand towards
environment and sustainability. The customers of the company will enjoy a feel good factor because the
company is basically engaged in ethical activities and supports the protection of human rights
throughout the world. Moreover the customers may like bright, patterned and unique fabrics offered by
the company.
1E. Supporting information
Instructions: Briefly describe supporting information that will help people to understand the benefits of
the product being advertised
Some of the benefits offered by the company includes- the unique, colourful, patterned fabrics, the fast
delivery rate of the company and also the excellent customers services offered by the company.
Moreover customers may also enjoy the relaxed, fun and non-corporate style of communication used by
the company (Blakeman, 2018).
1F. Advertising medium
Instructions: Briefly outline the advertising channel(s) to be used in the campaign
the advertising medium to be used by the company includes- social media and out of home
advertisement (Bruhn & Schnebelen, 2017).
1G. Budget
Instructions: Briefly outline the creative budget for the campaign
The budget that will be used by the company for the purpose of promotion of the company tee-shirty
includes $60000. The creative budget will include the following elements
Product fit
Paid research
Creative brief template: BSBMKG523 Version: v19.1 Page 4 of 6
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Creative brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
Competitive analysis
Focus groups
Product testing
User testing sessions
Testing software
Product releases
Product management
Launch event
Paid advertising
PR
Content
White papers
Case studies
Product demo videos
Total
1H. Important deadlines
Instructions: Outline the deadline for creative work consistent with your overall media schedule
There needs to be a calendar for posting the social media content from time to time. Moreover 2 posts
each day can be done in the social media platforms for promotion of the company.
Creative brief template: BSBMKG523 Version: v19.1 Page 5 of 6
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020

10118NAT Diploma of Social Media Marketing
Creative brief template: BSBMKG523 Design and
develop an integrated marketing communication plan
References
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an instrumental to a
customer-centric perspective. European Journal of Marketing.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), 445-463.
Creative brief template: BSBMKG523 Version: v19.1 Page 6 of 6
Developed by: ACBI Approved by: DoS Issued: October 2019 Review: January 2020