Order Description

CASE STUDY
Goodwill Wine is a social enterprise that helps charities and not-for-
profit organisations to achieve their environmental, animal and
human well-being goals (Goodwill Wine, n.d.).
While the brand has successfully engaged female consumers, only
15% of its wine purchasers are men.
A marketing communication plan is required to communicate with
men who may have a sceptical view of the quality of a ‘charity wine’
or lack a clear understanding of the brand’s purpose.
It is worth noting that any concerns about the quality of the wine are
unfounded, as blind taste tests against online competitors reveal the
standard
of Goodwill Wines range is high and its range is affordable.
A sales target of 2,000 cases is
predicted for 2017.
The implementation of your plan for Goodwill Wine should
commence in January 2018 and run for at least two years.

Executive summary: one page
Situation Analysis: Marketing Mix Analysis, Internal Factors,External Factors and SWOT analysis.
Target Marketing: Market Segmentation,Target Market(s),target audience and positioning system.
Budget: should be realistic in relation to Goodwill wine, it should have adequate details to easily see where expenditure has been allocated
Message strategy: Key message (identify the message to be communicated),Source(who/what will be the communication source) and Advertising Objectives
Target audience(State the target audiences that the advertisements are intended for)
Product description( Identify product and service attributes that will be communicated or focused on in the advertisements)
Major selling idea(The main theme or idea that will be communicated (also know as the USP))
Advertising appeal(Provide a rationale for your intended advertising appeal or appeals)
Advertising execution (Provide a rationale for the execution format or style that has been applied in your draft advertisements)
Supportive information
Advertising creative These may include:
• A script (suitable for radio/podcast or similar)
• An outdoor advertising concept
• A storyboard (suitable for TV, cinema, internet or similar)
This instruction is non-negotiable for assessment purposes
You must present your draft advertisements professionally
Medium Provide( a rationale for the general categories of communication channels that have been selected for both advertising and promotion
Media mix and vehicles( Describe the mix of vehicles selected for advertising and promotional activities)
Coverage (Describe the geographical coverage of the plan)
Reach and frequency(Provide a description of how the target audience will be exposed to messaging across all vehicles)
Scheduling(Identify appropriate scheduling methods for each advertising and promotional vehicle)
In reality you would need to provide an in-depth evaluation plan but because of the word limit you may choose one of two options:

Option 1. Develop a plan for pretesting and post-testing the advertising element of the promotion or
Option 2. Develop a plan to evaluate overall effectiveness of the promotional plan