Your task is to create a 12-month marketing communication plan (IMC) to promote your green credentials based on the use of Rainforest Alliance certified seal. It needs to contain background information, market information, a brief overview of your creative strategy, the media schedule and the budget.

The Rainforest Alliance website gives you tips for using the certified seal, how to raise awareness among consumers, employees, the media and your online community.

This task requires you to research and locate a brand (identify the product of the brand) and then use the certified seal and create an integrated marketing communication plan (It can be a brand/product already using the seal OR a brand/product of your choice).

You need to compile and justify the following information about your marketing communication plan. This is an academic report and you need to support your ideas with relevant theory from the textbook and academic sources (use at least the references from A2). Each section of the plan needs to include definitions and descriptions of the key theoretical points and then needs to be applied to the marketplace through specific details of your strategic plan. You need to include secondary market data. Conclusion and recommendations sections should not contain theory, but be an overview of your plan.

The report needs to contain the following information:

Executive Summary (not part of word count)

Present a detailed overview of the communication strategy stating purpose, methodology used, findings and recommendations. Dot points should be used for findings and recommendations.

Background of market and brand (~800 words)

Provide a brief overview of:

Brand (no more than ½ page)
Marketing objectives (what you want your campaign to achieve)
Describe and explain your target market (there can be more than one target segment)

Creative Strategy (~500 words)

A brief overview indicating which type of creative strategy you will use (e.g. unique selling proposition, emotional, pre-emptive) for your target market (images, mock ups etc.).

Media strategy (~650 words)

Strategic promotion tools mix (i.e. advertising, sales promotion, PR, personal selling, direct marketing)
Type of media (i.e. Broadcast, print, interactive, out-of-home)
Type of schedule (i.e. Continuous, flighting, pulsing)
Flowchart (an overview of your plan)
Reach goal (how many - just an educated estimate given the media choice)
Frequency goal (how often)
Timing goal (when)

Media budget (~150 words)
There is no set budget for this task and you do not need to research costings for your campaign. However, it is important to understand and for you to demonstrate your understanding of the importance of budgeting.

Define, describe and evaluate budget in this section and link to your marketing objectives stated above. Refer to P.17 of your text and discuss how BUTD budgeting would apply to your case.

Conclusion and Recommendations (~400 words)

This section sums up your whole plan. The key aspects of your IMC plan should be reiterated here. Be certain that your recommendations are relevant and realistic.

Rationale

• Be able to demonstrate understanding of marketing communication in the overall marketing strategy
• Be able to demonstrate understanding of theoretical concepts underlying marketing communications program
• Be able to demonstrate various elements of the communication mix
• Be able to demonstrate understanding of theoretical frameworks that integrate various elements of marketing communication