MARK533 Integrated Marketing Communications Project

Worth: 40% of the final grade.

• Written Assignment (Maximum limit five thousand words excluding references.)
• Include appropriate APA 7 in-text citations and a reference list.
• Use theories and/or concepts from the course textbook, plus other sources (see Talis reading list for suggested references) or online library resources, and reputable internet resources (i.e., those backed by solid research evidence).
• AI use is to be in accordance with VUW student policy. Student use of artificial intelligence | Current students | Te Herenga Waka—Victoria University of Wellington
• Include your prompts and outputs in a separate appendix. (Not included in the word count.)

Due:  May 4, 11.59pm, electronic submission to Nuku.
This assignment assesses LO1, 3, 4

Please read these assignment instructions thoroughly before starting.

Introduction

The Marketing Communications Project assesses your ability to understand and apply the course material. The assignment requires you to create an Integrated Marketing Communications plan for

Integrated Marketing Communications Report (limit: 5000 words) 40%

This project asks you to develop a full IMC plan including promotional objectives, creative execution, media, financial and evaluation plan for a 6-month promotional campaign.

All reports should begin with a one-page executive summary (exclusive of word count.) Feel free to include additional graphs and references, initial graphic ad/creative concept attempts in the appendices although these will be unmarked. Supply a proposed media schedule breaking down all media activity, including budget for each activity and outline the monitoring and evaluation process you propose to take.

Choose to develop this plan for a target audience either in New Zealand or in an overseas market.

Background to the task

For 94 years the Chateau Tongariro was one of New Zealand’s iconic tourist hotels located close to the Whakapapa ski field in National Park, central North Island. Not only acting as a base for skiers, its location also made it a prime accommodation option for well-heeled walkers, tampers and hikers wanting to spend time on the trails in the national park. The National Park includes significant walks such as the Tongariro crossing and the Tongariro northern circuit, both of which attract thousands of tourists a year.

Like many hospitality businesses, the hotel suffered a significant downturn in business due to the 2020-22 Covid-19 pandemic travel disruptions, and facing excessive costs for seismic strengthening, the operator chose to close its operations on February 5, 2023. However, an international consortium is engaging in talks with the Department of Conservation to assume the operating lease. This consortium group is willing to undertake significant building repairs and invest in regenerating the hotel ready for launch for the 2027 summer tourist and winter ski seasons. Planning is now underway to build on the strengths of a newly refurbished hotel and attract bookings from overseas and domestic visitors alike from October 2027.

Your task is to develop an integrated communications campaign, incorporating both creative elements and a media strategy to relaunch the hotel. Do this by completing the following,

Marketing background (20%).

• Precisely describe the international marketing background for the relaunch of Chateau Tongariro. Include in this.
  • A description of the legacy left by the hotel over the last 95 years.
  • An analysis of the major challenges faced by a small hotel like Chateau Tongariro in relaunching its operations into international markets.
  • Develop a market segmentation analysis defining at least three specific international target markets for the Chateau.
  • Write a positioning statement and discuss customer perceptions relative to competitor offerings.

IMC Plan Objectives (5%).

• Develop a minimum of three and a maximum of five SMART objectives for this IMC plan and relate them specifically to the relaunch of Chateau Tongariro. Your objectives should build on strengths and overcomes weaknesses that the target market might perceive: Include objectives that relate to.
  • Increasing brand awareness.
  • Creating a positive brand image.
  • Booking visitor nights.

Creative Concept (25%).

• Develop a key message with images and copy. Build on the legacy of the Chateau but bring something new in as well. Reflect on Indigenous values, clean green New Zealand and environmentalism, luxury, and history to convey an appropriate quality expectation.
• Present a new concept message /advertisement. Include.
  • A new /refreshed brand identity (logo/tagline etc.)
  • The use of endorsers / influencers
  • A call for action – What do you want the targeted audience to do?
  • Explain the brand meanings and associations you have developed.
  • Explain the essential elements you want the target audience to remember.

Media Plan. (30%)

Specifically explain your media mix, leading with digital strategies. How does the mix work together to produce a strategically unified media plan. This should include Digital media (TV/ Streaming/ Web based/Social etc.) and at least one of the following.

• • Broadcast media
  • Print media
  • Support media / outdoor/ transit media.

• Explain how these elements will create effective reach and exposure.
• Include time periods and give a detailed GANTT chart plan of execution for a 12-month media plan.
• Describe any limitations and contingencies of the plan.

Budget (10%)

• Prepare a budget for your marketing communications plan which you can submit to the consortium’s board for consideration.
• Be realistic here, you will lose marks if you propose a budget and strategy that is unrealistic, so make sure it makes sense in terms of the background given.

Monitoring and Evaluation (15%).

• Select a range of metrics that you can use to evaluate the performance of your proposed communications mix. Key useful metrics include Increase in sales, increase in market share, market growth, return on investment (ROI).
• Explain how you will evaluate your campaign to assess its performance against the campaign’s objectives.
• Discuss the impact of your campaign on the future marketing activities of the company.

Submission

Submit written reports to Nuku by 4 May, 11.59pm.

Note: Any work (including electronic submissions) received after the deadline will incur late penalties.

Penalties: Late assignments: Assignments received after the deadline will have 10% deducted from the available grade, per day. For example, an assignment that is one day late will lose 10% of the available grade (i.e. a 78% becomes a 68%), two days late 20% (i.e. a 78% becomes 58%), Assignments received seven days after the due date will be unmarked. Consequently, this may jeopardise your ability to pass the course.

Extensions: Arrange extensions before the due date.

Word limits: 5000 words. This is a limit not a target, aim to complete this assignment in 4500-5000 words.

Plagiarism:  Any student caught plagiarising may be penalised under the Statute on Student Conduct,

Written Report Format 12-point (font size) Times New Roman or similar font, 2.5cm margins all sides. Justified margins, one ½ spacing. Tables and diagrams may be single spaced, 10-point font. Headings and subheadings may use different fonts and font size.

Please read these assignment instructions thoroughly before starting and do a final check before submitting.