Communication Situation Analysis

Communication Situation Analysis Summary (one page, single spaced)
Provide a brief description of the organization’s 3P’s [product: milk tea, fruit tea, price: $5-9, place], other salient, internal resources/constraints, external trends/factors/competition to be aware of, and key communication strengths and weaknesses of the organization up to this point.
Internal Strengths: Relaxing area for playing games, drinks variety with different toppings.
Weaknesses: Inaccurate opening hours and sometimes close
Other competitor: BOBAHEAD, Zero Degrees
Objectives
State the specific objectives/goals you want to achieve with your plan. Make your objectives SMART (specific, measurable, achievable, relevant, and time-bound).
S-T-P
1. Segmentation & Target Market: Segment the market according to how you see fits & makes sense, given the product, industry, company, etc. Identify the consumer and/or business segment(s) that you will target with your communications plan, briefly describing these segments using buyer behavior principles/insights, and your rationale for selecting these segments to target. Give your rationale for the variables you used and in the order you did. Include your segmentation pie chart in the Appendices.
Target market：Local residents and nearby students
2. Positioning: What will be your positioning strategy and why?
IMC Toolbox* (i.e., Your marketing communication strategies)
1.Tools Identification & Analysis
Identify and briefly describe each of the tools the company uses/has used to communicate. Provide a brief analysis of each tool, describing key strengths and weaknesses as it relates to each tool’s usage.
1） Online- Social media：Facebook, Instagram: DayNightBoba https://instagram.com/daynightboba?igshid=YmMyMTA2M2Y=
2） Direct marketing: Send promotions and new product in WeChat groups
3） Sponsor some of UO’s student events and provide free drinks
-Create a table identifying each tool that is currently and/or has been used by the company, description of how the tool has been used (provide examples when possible), and strengths and weaknesses therein, putting the table into your Appendices.
2.Current (Keep) Tools
Of the tools listed above in the Tools Identification & Analysis, identify the tools that the company currently uses well that you want to continue using in the exact same way as they have historically done and why you will be leaving them as is.
Keep：Direct marketing and Sponsorship & Event marketing
3.Revised Tools
Of the tools listed above in the Tools Identification & Analysis, identify the that you want to alter/change. Describe specifically how you will change them to be used more effectively, using lass content to do so, and why you are making these changes, providing your rationale for your recommendations. \
Current tool to Improved: Online- Social media
-Create a table (to be placed in your appendices) that summarizes your recommendations by indicating: (1) the communications tool, (2) recommended changes, and (3) rationale. Include the table in your Appendices.
4.New Tools
Finally, discuss each specific new communications tool/platform that you feel this company should start using to promote their business, products, and so on, providing your rationale for why you are recommending the tool. Discuss how you intend to you use each one of your new tools effectively overall (i.e., not specific to a campaign) and how you will integrate each medium with the others you have chosen. Be sure to include your rationale throughout this section for each recommendation!
EXAMPLE-{Traditional: radio station, out of home (advertisement on car), direct mail}; promotions, loyalty program, sweepstake in store.

– Create a table (to be placed in your appendices) that summarizes your recommendations by indicating: (1) the communications tool, (2) reasons for recommending this tool, (3) recommendations for how to effectively utilize this tool for your organization, and (4) integration opportunities with other tools. Include the table in your Appendices.
*This section is not about how you will be using your tools for your campaign
Communications Campaign
Remember – A campaign is a specific communications plan that will be enacted for a limited time frame/for a specific event, communicating a specific message to a specific target market, using primarily one form of communication, with supporting communication from your other IMC tools in Overarching IMC Toolbox to do so.
1. Creative Campaign Pitch
– Pitch your idea for your Creative Campaign that you want to communicate to your audience and rationale for this campaign idea/message/event (e.g., Brain Freeze for your Finals! New Product Available! New Loyalty Rewards Program! Special X event happening!). Discuss the details of your campaign (depending on your campaign/event/main communication method the details will vary) – the what, who, when, where, etc. Be specific as to what the campaign will be communicating to the target market(s), and what tools will be used as central to the campaign.
– Rationale: Discuss why this is a good campaign idea for your company – i.e., discuss your rationale for developing this specific campaign, given your target market(s), company objectives, and so on.
2. Toolbox Integration (i.e., your marketing communication tactics as part of this campaign)
After describing the campaign details, discuss how you will utilize each one of your communications tools from your toolbox to promote (get the word out) to your target market about your campaign and/or to support your campaign such that you are integrating all of your tools around the campaign idea and promoting it to your target market.
Include at least two storyboard/mockup/example of your communications tools that will be used to communicate about the campaign (e.g., direct mailer, website, coupons, flyer, punch card, etc.). Visually represent what your idea is via your communications. The more mock-ups, the better the client can see what you are describing and what your vision is for the campaign. Include mock-ups in your Appendices.
Implementation of the Campaign & Measurement
1.Actions Plan & Financials
Create an action plan detailing the specific action-oriented tasks will you need to do in order to bring your Communications Campaign into fruition. Identify key details from your action plan table in the body of the report. What budget method did your team recommend utilizing? Why? How much will this plan cost to implement your proposed toolbox changes and campaign, to the best of your knowledge? Include your Action Plan and Budget Breakdown tables in your Appendices.
Action Plan table must indicate: communication tool, step-by-step tasks, resources, timeline, and budget.

2. Measurement & Contingency Plans
How is performance toward the stated objectives going to be measured? What are potential options if things do not go as anticipated and you are not able to meet your desired goals?
Appendices to be included (at a minimum, and in order of when referenced in your paper): I labeled as yellow
a) Works Cited/Bibliography
b) Segmentation Pie Chart(s)
c) Tools Identification & Analysis Table
d) Proposed Toolbox tables (Revised tools & New tools)
e) Mockups of Proposed Tools for Campaign
f) Action Plan Table & Budget Breakdown
Rubric
Communications Report Point Rubric
Criteria Ratings Pts
Executive Summary of the Communications Situation 5 pts
Objectives 1 pts
STP: Segmentation & Targeting 7 pts
STP: Positioning 2 pts
Toolbox: Current Tools Identification & Analysis (and Table) 8 pts
Toolbox: Current Tools – Keep 2 pts
Toolbox: Revised Tools 15 pts
Toolbox: New Tools 15 pts
Campaign: Pitch 8 pts
Campaign: Rationale 8 pts
Campaign: IMC Integration 10 pts
Campaign: Mock-ups 5 pts
TImplementation: Action Plan 5 pts
Implementation: Budget/Financial Breakdown 2 pts
Implementation: Measurement 1 pts
Implementation: Contingency Plan 1 pts
Appendices Overall (Tables, exhibits, works cited/sources) 1 pts
Overall Report
Organization, clarity, continuity, style, cohesiveness, grammar, format 4 pts
Total Points: 100