Integrated Marketing
BACKGROUND
For this unit, we will be working with Jenbury Financial to create a marketing campaign design to promote a
new product.
Founded in 2011, Jenbury Financial provides a range of financial planning services and specialized advice to
clients operating in Boronia, Victoria. The business is currently comprised of 1 (one) Senior Financial Planner —
Andrea Jenkins, the founder — and 2 (one) full time support staff. Their website offers a variety of resources,
insights, and testimonials: https://www.jenbury.com.au/
Vision:
To establish an environment that cultivates financial knowledge and enables those people we come in
contact with to build the life of their dreams.
Mission:
Through one-on-one coaching, online courses and workshops we will teach financial knowledge and
empower people so they can build a tailored financial plan to achieve financial freedom.
THE INTEGRATED COMMUNICATIONS QUESTION
Jenbury Financial are seeking to create a new financial course. This course would involve 6 modules each on a
different topic of financial planning or financial literacy, designed to run over 6 weeks or sessions.
The course will specifically cover the following topics:
– Cashflow and Budgeting
– Debt Management
– Personal Insurance
– Superannuation
– Investments
– Estate Planning
Your task across Assignments 1 and 2 will be to create a marketing communications campaign plan to effectively promote this new product offering.
ASSIGNMENT 1 (PART A)
In your first assignment, you will be asked to:
• Discuss the market position of Jenbury Financial
• Critically assess Jenbury Financial’s current communication
• Profile target consumers
• Provide an argument for how effectively Jenbury Financial’s current communication strategy targets these consumers
ASSIGNMENT 2 (PART B)
In your second assignment, you will be asked to:
• Summarize the challenges (related to message, industry, target market, etc) which will feed forward into how you design your campaign
• Design an IMC campaign with recommendations for Jenbury Financial for how to accomplish its objectives including:
o Clearly stated campaign objectives
o Specific communication message(s)
o An implementation plan focused on digital channels designed to reach their target consumer(s)
o Justification for all decisions relative to the target segments, considering marketing theory, messaging, and budget feasibility
QUESTIONS YOU MAY CONSIDER AS YOU WORK THROUGH YOUR ASSIGNMENTS
• What is Jenbury Financial’s value proposition for their consumers?
• How should they position their different product offerings and lines?
• When and why do consumers purchase major household appliances?
• How do consumers react to different price points for the same brand on the sales floor?
• What type of consumer base should Jenbury Financial look to cultivate?
• Which channels should Jenbury Financial focus on for communication, and why?
• What are the strategies Jenbury Financial can implement to attract customers, via social media or otherwise?
• What are Jenbury Financial’s competitors doing?
o E.g. How are they communicating to their customers, and through what channels?
• How can Jenbury Financial foster organic social ‘word of mouth’?
• How should Jenbury Financial measure success?
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