MMK295 IMC in the Digital Age Assignment 1 (Group of 4) – Campaign Brief Tri1, 2025 | Deakin University

Learning Outcomes of MMK295 

MMK295 Description

This assignment is designed to apply your understanding of marketing communications alongside your critical thinking skills. You will go beyond simply explaining concepts and analysing existing communications and instead go one step further by creating something wholly new (i.e. a new marketing campaign). This will provide a strong application and extension of your knowledge.

Context

This context for this assignment is that you have been tasked with designing an integrated communications campaign for Campion Education . Campion Education (Campion) is the largest supplier of education resources including print, digital and stationery resources to schools in Australia.  They currently provide education resources to more than 600,000 students every year.

Running since the 1950s, Campion is now looking to extend their offering and launch a new e-commerce store.  While their business has traditionally targeted school staff and parents of students, with resources related to a specific curriculum, this new e-commerce website plans on targeting all Australians, while leveraging their existing ongoing relationships.

Their beta website just launched at the end of February . While they are currently only offering study guides and workbooks to supplement the curriculum and typically operate through schools, they hope to expand their offerings to all Australians. Thus, Campion is subsequently seeking ideas and plans to better market their e-commerce store to new and existing customers.

For Assignment 1, your key task will be to create a media campaign brief with a campaign plan and launch strategy along with subsequent campaign creative media to accomplish Campion’s aim of successfully launching this new e-commerce store.

You will use theories presented in this unit to critically analyse and develop the messaging and communication strategies that would appeal to a profitable segment of consumers for Campion. This will include coming up with specific campaign goals and objective(s) and then developing an IMC campaign that will address those goals. Following this, you will be creating an IMC campaign creative brief/proposal based on your outlined objective(s). You will be asked to create a mock-up ad with reference to communication theory and a campaign plan that includes the different marketing mix tools, channels, and vehicles, as well as media planning. In the real world, you would present your campaign plan to your Marketing Director. Keep that audience in mind while you approach the task.

MMK295 Specific Requirements

Section 1: Campaign Plan (30 marks)

1. Background & Differentiation

• Briefly introduce the organization. Who are they, what is their core brand image? What are their relevant competitors and how do they compare to these competitors in the minds of target consumers? What are their core strengths that would interest potential consumers, and/or what do consumers care about that they might be missing?  
  o This section must include comparisons to important competitors, because differentiation is only understood relative to other entities who exist in the same space. A positioning map is not required but may be helpful. Any competitors on a map should be discussed in the main text, and vice versa.
  o You may think creatively about 
  competitors. This can include specific brands and market offerings, but may also include competing activities.
• How do consumers currently see the brand? How does it currently promote its messages? How do you know (i.e. evidence)? 
  o Provide examples of the communication messages from Campion in terms of things that might include written slogans or imagery from advertisements, brand logo, website.  If feasible, present the evidence (e.g. place a screenshot of the ad, link to a video, etc. in the main body of the document), so that the reader can easily see the relevant examples.
  o Consider what associations is the company/brand creating in the minds of consumers, what benefits are being communicated, and how the messaging is applying different persuasion and communication techniques to influence consumers. (i.e., relate back to theory and use evidence) 

2. Problem Statement / Critical Judgement

• Outline the challenge/task that the brand is facing and critically analyse how effective the current positioning and marketing messages are at differentiating the brand and appealing to consumers. How effective is the brand at positively communicating the brand’s position and unique points of difference to its target audiences? What challenges are they facing or will they face that must be considered in order to reach their key goals? 
• You may consider some or any of the following points when crafting this: 
  o Is the position being communicated well through the messaging? 
  o Are they using their messaging to highlight their strongest benefits? What about their core points of difference?  
  o How effective is this compared to their competitors (or competitors’ messages)? 
  o Does the communication strategy align with the right values for their potential targets, or for the company’s products?