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  3. you are the marketing officer for broad shire council the...

Question: you are the marketing officer for broad shire council the...

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You are the Marketing Officer for Broad Shire Council. The Council runs a number of campaigns throughout the year aimed at changing residents’ behaviour.

This year, the Council is keen on raising awareness about the problems of single use plastic and to encourage residents not to use single use plastic in July, as well as on an ongoing basis. This relates to a national initiative called Plastic Free July as detailed in:

http://www.plasticfreejuly.org/ (Links to an external site.)

The Council has indicated that it wishes to promote Plastic Free July to local residents, schools and businesses. Specifically, discussions with senior management indicate that its objectives for the campaign are:

  • To create awareness amongst local business, schools and residents about the problems associated with single use plastic.
  • To encourage local business, schools and residents to get involved in the challenge to attempt not to use any single-use plastic during July.

The council understands that it needs to compete with a range of numerous environmental initiatives, so they would like to ensure that marketing communication is innovative and creative to capture the attention of the target groups.

The Council’s overall communication and marketing strategy indicates that, generally, a combination of advertising, editorial, digital and social media are to be used for all marketing campaigns, along with targeted community engagement activities as relevant i.e. one event or more must be conducted.

There is a small budget attached to the campaign, $5,000. Essentially it is expected that the budget may cover an event or series of events during Plastic Free July and that marketing communications need to focus on low cost marketing communications options.

Assume that it is April and you have approximately 12 weeks to plan and implement the campaign.

 

3. Develop an action plan for identified marketing communication options

Develop a Marketing Communications Action Plan that shows how the marketing communications that you have identified will be actioned leading up to Plastic Free July, as well as during Plastic Free July.

Use the Action Plan Template to guide your work.

Upload your completed action plan.

 

4. Review and report on legislation, regulations and policies

The final part of this assessment requires you to develop a brief report to send to your assessor about legislation, regulations and polices that can impact on marketing communication. The Council insists that this is considered when carrying out all marketing communication.

Your report should address each of the following headings and be a maximum of 2 pages:

  • Consumer legislation that protects consumers and ensures fair trading. You should include the name of the Act, as well as an outline of the key areas that impact on marketing.
  • Legislation relating to spam, including the name of the legislation and the three main rules that message senders must comply with, as well as spam exemptions.
  • Legislation relating to privacy and implications for direct marketing, as well as required inclusion for privacy policies under the Australian Privacy Principles.
  • The role of the Advertising Standards Board and Bureau and voluntary advertising regulations, including advertising in accordance with the AANA Code of Ethics.

Use the Legislation Report Template to guide your work.

Upload your completed review and report on legislation

 

5. Send an email to Senior Management (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should introduce and summarise the contents of the attachment.

Use the email template to draft the email.

In the email draft, refer to the documents which you have uploaded

• Your briefing report
• Your action plan
• Your legislation report

Upload your email draft for your assessor.

 

6. The General manager of the Council is concerned that with the development and use of new media such as direct SMS and Social Media (Facebook and Instagram) the current Anti-Spam policy needs to be reviewed and updated

Following your review of current legislation, you have been directed to review the Anti-Spam policy and suggest where it could be improved to provide greater clarity for the users who are required to communicate with council residents and other stakeholders.

Draft an email to the general manager, identify a minimum of 3 areas where the current policy could be improved and what the improvements should be.

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

 

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