The development of an integrated marketing communication plan works as one type of promotional strategy that helps in conveying the messages to the targeted audiences. According to Camilleri (2018), an integrated marketing communication plan leverages the multiple promotional sources that are quite beneficial for a business to gather the responses from a larger number of the audiences. This study would develop such secure integrated marketing communication plan that would help in delivering the high quality support to the people from the remote areas of Australia. The structured construction of the plan would be clearly described in this study.
OTB group is looking forward to develop the ItechUtech, which is small type of NEP and encourages the mentorship process, especially in the isolated or the rural areas. The group has recognised the necessity of spreading education to the students who cannot access to the greater education system due to the lack of proper infrastructure. It has been observed that the children belong to indigenous group in Australia have the highest illiteracy rate in the world. Moreover, they do not receive the adequate facilities to develop their education. Therefore, the initiative is undertaken to provide the education to these children with the help of appropriate medium. The focus of this mentorship program is to provide the proper education and scholarship foundation to the students for supporting them and ensuring more employability. This initiative is concentrating on training and mentoring of the young people for making them efficient enough to become a teacher. The online tutoring and mentoring process would be developed to educate the children from the rural areas of Australia. OTB group is depending on fundraising programs and establishing the corporate sponsorships and grants to gather more funds for executing this initiative. The further study would state the requirements and structured planning for the execution of this initiative by identifying the necessities.
The group has kept the focus on setting the primary audience for this initiative. The primary audiences are the families of children and adolescent group for providing them the education remotely. The secondary audience group is the counselors or the teachers available for the distance education. The children and adolescents would take part in this education and develop their educational qualities for becoming the future teachers. The families need to support the initiative to develop the knowledge of their children and make them accomplish their goals. In order to execute such idea, it is also required adopting the most suitable communication tools. The major communicational personnel selected for this initiative are as follows:
It is necessary to develop the right type of communication media with the help of the highly organized information technologies. Moreover, the supports from the tech-savvy teachers would also be much helpful in educating the children through skype media in a remote location. Understanding the right utilization of these media would help in developing the structured communication plan for the children. The IT professionals would be associated to develop the proper communication network from a distant place.
OTB group has initiated the idea of providing distance education to the children from rural and remote areas of Australia. The service requires high level of communication technologies and the strong ItechUtech network. The teachers and the IT professionals would be associated with the activities to develop the digital communication and the digital learning process for the children from these areas. The major purpose of this initiative is to educate the children with proper technical facilities and infrastructure and help them to become teachers. This training and mentorship program would be accessed from the remote areas. The team would remotely provide the education to the children whereas one group of teachers would be present in the location. The corporate sponsorship would help in raising funds for this initiative. The high level of the information technologies would be engaged for preparing the online education program in the remote areas. The major motto of this initiative is to educate the children from the indigenous group who have the highest illiteracy level in the world. This scholarship foundation program would educate these children for becoming the teachers and provide more education to the other children.
The online education through the communication media require being developed by maintaining the ethical and legal parameter (Luxton, Reid and Mavondo 2015). The maintenance of the intellectual property rights including the interventions, discoveries, creative works, and innovations (Kerr and Kelly 2017). The issues with the cyber security while using the internet medium, ethical approaches of the publications, and appropriate copyright constraints may emerge as the most significant issues. The teachers also require giving proper attitude while dealing with the indigenous people. Managing such ethical and legal constraints would be necessary for executing the initiative.
The specific marketing vehicles chosen for this project is the television, streaming media, digital publication, skype, and online apps. The educational materials would be featured through online mediums. The awareness programs would be developed through the digital technologies. The teachers are needed to be knowledgeable enough to use such digital means and provide the supports from remote areas. The IT technicians would develop the appropriate networking from rural areas.
The group has undertaken the project of establishing online education for the children from remote areas. The purpose of this online education is to develop the educational background of the children who can become the teachers in future. The training and mentorships would be monitored by the skilled teachers and technology professionals. The structured budget would be developed for each of the media channel used in this context. The funds would be gathered from the corporate sponsorships and grants. The appropriate promotional media and marketing activities would be adopted.
The teachers associated with this initiative need to develop the enriched knowledge regarding the use of the digital technologies. IT professionals would be available to establish the secure connections and clear the caches over the internet to ensure the smooth connection facilities during the online classes. The adequate network facilities would be checked and monitored properly to demonstrate the necessary learning materials for the children. The appropriate visual presentation over the internet media would be utilized in a systematic process. The teachers also need to gather the insightful knowledge regarding the functioning of the digital equipment.
|
Main activities/ stages |
Week one |
Week Two |
Week Three |
Week Four |
Week Five |
Week Six |
Week Seven |
|
Project Brief |
ü |
||||||
|
Decide on project |
ü |
ü |
|||||
|
Research |
ü |
||||||
|
TVC |
ü |
ü |
ü |
Table 1: Marketing Schedule
(Source: Created by Author)
The allocation of the appropriate budget would also be necessary for this purpose. The following budget would be scheduled for executing this plan.
|
Promotional |
Budget |
|
PROMOTIONAL METHOD |
|
|
Printing |
|
|
Business Cards |
$500 |
|
With Comps |
$1500 |
|
Letterhead |
$1000 |
|
Invoice Books |
$500 |
|
Signage |
|
|
Posters |
$1400 |
|
Premises |
$2000 |
|
Uniforms |
$1000 |
|
Media |
|
|
Local Papers |
$250 |
|
Yellow pages |
$125 |
|
White pages |
$200 |
|
Radio |
$500 |
|
Metropolitan Dailies |
$200 |
|
Trade & Industry journals |
$150 |
|
Trade Shows |
$350 |
|
Shopping Shows |
$1000 |
|
Instore Demonstrations |
$800 |
|
Miscellaneous |
|
|
Newsletters |
$100 |
|
CD Roms |
$200 |
|
PROMOTIONAL METHOD |
|
|
Printing |
|
|
Web site |
$500 |
|
Database Purchase |
$1500 |
|
1300 numbers |
$5000 |
|
TOTAL |
$18,775 |
Table 2: Budget Allocations
(Source: Created by the Author)
Conclusion
The marketing plan is established for establishing the education for the children from the remote areas of the Australia. The purpose of this plan is to provide the mentorship and scholarships to these children since these places have the highest illiteracy scale. The online digital media is developed for providing education to the children and adolescents that would transform them into the teachers in future. The teachers associated with this online education need to gather the adequate technical knowledge regarding the use of the advanced technologies. The IT professionals would also be available to manage the ItechUtech NEP network to establish secure remote connection. The major obstacle is the adequate knowledge of the teachers to handle such digital mediums. Therefore, if the experienced professionals could provide vocational training to the teachers for using these digital mediums, it would be much helpful in providing the necessary educations. On the other hand, it is also necessary to develop the greater understanding regarding the ethical and legal aspects to avoid challenges in these fields. The maintenance of the appropriate expertise level and convincing the families of the children would help in developing the higher level of education. The visual demonstration of the digital education would be much realistic approach to deliver the online education in these remote areas. The budget allocated for establishing these marketing activities would require the monetary supports from the corporate sponsors and grants. Managing these specific requirements would be much helpful in developing the secure and high quality education level among the children in the remote areas.
References
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism Economics and the Airline Product (pp. 85-103). Springer, Cham.
Kerr, G. and Kelly, L., 2017. IMC education and digital disruption. European Journal of Marketing, 51(3), pp.406-420.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46.
Macniven, R., Elwell, M., Ride, K., Bauman, A. and Richards, J., 2017. A snapshot of physical activity programs targeting Aboriginal and Torres Strait Islander people in Australia. Health Promotion Journal of Australia, 28(3), pp.185-206.
Selwyn, N. and Stirling, E., 2016. Social media and education… now the dust has settled. Learning, media and technology, 41(1), pp.1-5.
Sozinova, A.A. and Fokina, O.V., 2015. Special aspects of studying the internet as a marketing communication channel of the service industry. Mediterranean Journal of Social Sciences, 6(4), p.139.
Sozinova, A.A. and Fokina, O.V., 2015. Special aspects of studying the internet as a marketing communication channel of the service industry. Mediterranean Journal of Social Sciences, 6(4), p.139.
Valos, M.J., Maplestone, V.L., Polonsky, M.J. and Ewing, M., 2017. Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17-18), pp.1522-1558.
Waller, L., Dreher, T. and McCallum, K., 2015. The listening key: Unlocking the democratic potential of indigenous participatory media. Media International Australia, 154(1), pp.57-66.
Yadav, M.S. and Pavlou, P.A., 2014. Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), pp.20-40.
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