1.
MKT20021
(Integrated
Marketing
Communication)
IMC
Plan
The
Camberwell
Sunday
Market
“THE
BLUEPRINT
BUNCH.”
Luke
Bennett
[9724656]
Fraser
Brierly
[7672977]
Liam
Calvert
[9515925]
Stephanie
Campbell
[9989366]
Terry
Grant
Monday,
11.30am

3.
To
the
Rotary
Club
of
Balwyn
We
would
like
to
personally
thank
you
for
giving
us
such
a
wonderful
opportunity
to
work
on
this
plan
for
you.
It’s
been
a
wonderful
experience
forming
our
group
and
working
together,
in
fact
we
all
currently
agree
that
this
is
one
of
the
best
groups
and
group
assignments
any
of
us
have
put
together.
A
lot
of
hard
work
and
creative
effort
went
into
this
plan
and
truth
be
told,
if
we
had
about
another
month
to
put
towards
it
we
would
have
even
more
content
to
give
you.
One
of
such
plans
was
for
a
YouTube
advertisement
that
we
would
have
intended
to
make,
detailing
the
journey
of
each
individual
target
audience
member
to
the
market
itself.
Unfortunately
our
time
constraints
prevented
this
from
becoming
a
reality.
None
the
less,
we
hope
you
enjoy
the
content
we’ve
provided
for
you
in
this
report.
As
previously
stated,
we
personally
think
it
is
some
of
our
finest
work.
But
don’t
take
our
word
for
it,
dive
straight
in
and
give
it
a
good
and
proper
read,
cover
to
cover.
We
promise
you,
it’s
worth
it.
We’d
also
like
to
extend
a
special
thank
you
to
our
tutor
Terry
Grant.
Without
his
guidance
and
humour,
we
wouldn’t
have
anything
like
what
we
have
to
show
you
now.
So
thanks
Terry,
it’s
been
a
fantastic
semester
working
with
you.
And
lastly,
on
behalf
of
all
of
us
from
“The
Blueprint
Bunch”,
we
sincerely
hope
you
enjoy
this
entire
report
as
much
we
enjoyed
producing
it!
With
best
wishes:
Luke,
Liam,
Fraser
&
Stephanie

5.
Executive
Summary
This
report
was
commissioned
by
the
Rotary
Club
of
Balwyn
via
Swinburne
University
of
Technology
to
help
achieve
their
long-­‐term
marketing
goals
for
the
Camberwell
Sunday
Market.
This
includes
increasing
attendance
by
10%,
encouraging
increased
patronage
along
the
Burke
Road
shopping
precinct,
inducing
more
customers
to
arrive
outside
of
peak
times,
and
to
increase
general
awareness
of
the
Camberwell
Market
in
the
minds
of
as
many
Melbournians
as
possible.
We
determined
from
this
report
that
our
main
target
audiences
were
elderly
individuals,
families,
and
young
university
students
or
those
that
otherwise
fit
within
the
“hipster”
lifestyle.
Our
creative
marketing
approach,
therefore,
used
methods
that
were
accessible
to
these
audiences
and
that
also
generated
a
great
deal
of
market
penetration
when
used
correctly.
The
creative
approach
was
to
use
an
emotional
appeal
via
a
four-­‐pronged
executional
approach,
utilising
social
media
and
the
Internet,
ambient/outdoor
advertising,
print
media
promotion
and
good
ol’
fashion
radio
coverage.
The
idea
behind
this
strategy
is
to
evoke
feelings
of
warmness
and
family
orientation,
as
well
as
that
sense
of
adventure
behind
hunting
for
hidden
treasure
at
the
market.
We
want
people
to
know
that
they
can
make
a
whole
day
out
of
coming
to
the
market,
coming
early
not
knowing
what
surprises
await
so
they
don’t
miss
a
single
one
and
then
finishing
with
a
coffee
or
lunch
at
one
of
the
nearby
cafes
along
Burke
Road.
As
detailed
in
the
media
Schedule,
many
of
our
delivery
methods
are
free
or
inherently
cheap
and
fit
nicely
within
the
allocated
advertising
budget
of
$6,400,
reaching
a
grand
total
of
$5,825
in
costs.
To
do
this
much
of
the
media
has
had
to
be
properly
spaced
out
over
the
twelve-­‐month
period,
with
our
social
media
and
chalk
advertising
methods
capable
of
being
sustained
across
the
life
of
the
schedule
and
well
into
the
future.
We
believe
that
our
four-­‐pronged
approach
to
marketing
the
Camberwell
Sunday
Market
is
very
much
achievable,
as
well
as
cost
effective
and
sustainable
into
the
future.
With
regular
revisions
and
consistent
updating
to
keep
in
touch
with
changes
in
technology,
budget
and
the
availability
of
media
outlets,
we
are
confident
that
this
is
a
plan
that
can
serve
the
Camberwell
Sunday
Market
beyond
what
we
have
stated
in
this
report.

7.
The
following
Integrated
Marketing
Communications
plan
seeks
to
unearth
ways
in
which
the
Balwyn
Rotary
Club
can
further
improve
its
already
extremely
successful
Camberwell
Sunday
Market.
Ultimately
our
aim
is
to
bring
more
people
to
the
markets,
spread
out
across
the
six
hours
that
it’s
open
and
encourage
them
to
stick
around
after
the
market
the
market
has
concluded,
exploring
the
shops
and
cafes
on
Burke
Road.
Essentially
this
plan
will
explain
firstly
what
the
market
is
all
about,
how
these
aforementioned
objectives
will
be
achieved,
creatively
and
practically
and
finally,
when
these
strategies
will
be
implemented.
1.1|
External
Analysis
To
establish
a
true
understanding
of
the
Camberwell
Sunday
Market’s
external
environment
we
have
compiled
information
that
encompasses
areas
such
as
the
sorts
of
people
who
attend
and
how
they
behave
in
situations
such
as
the
market.
Additionally
we
have
prepared
a
detailed
evaluation
of
the
markets
primary
competitors,
examining
how
the
Camberwell
Sunday
Market
measures
up
to
these
other
Melbourne
markets.
MACRO
Analysis
The
following
macro
analysis
looks
into
some
of
the
important
external
factors
that
will
be
of
use
when
researching
into
the
Camberwell
Sunday
Market’s
ideal
segments.
Social
demographics:
The
top
four
age
groups
in
the
Boroondara
council
are
as
follows;
Parents
and
Homebuilders
(35-­‐49),
Older
workers
and
pre-­‐retirees
(50-­‐59),
Young
workforce
(25-­‐34)
and
Tertiary
students
and
independents
(18-­‐24).
They
come
from
a
range
of
backgrounds
with
majority
being
born
in
Australia
followed
closely
by
China,
India,
Vietnam
and
the
United
Kingdom.
Change:
There
were
no
significant
changes
in
social
demographics
between
the
2006
and
2011
census
dates.
Opportunity
or
Threat?
There
is
a
diverse
a
mix
of
demographics,
which
is
encouraging
as
it
means
for
a
greater
level
of
segmentation
among
the
identified
target
markets.

8.
Technology:
The
Rotary
Club
of
Balwyn
has
the
potential
to
use
all
sorts
of
technology
to
target
the
markets
identified.
Although
covered
in
our
media
strategy
section,
it’s
important
to
note
that
social
media
continues
to
grow
in
popularity
across
a
wide
range
of
demographics,
specifically
younger
generations.
Providing
a
contrast
to
online
networks
is
community
radio,
a
long-­‐standing
medium
that
connects
with
older
generations
via
locally
tailored
content
found
on
stations
like
Whitehorse
Boroondara
Community
Radio
94.1FM.
We
are
of
the
view
that
these
two
media
source
are
most
appropriate
to
pursue
considering
the
fact
that
people
likely
to
be
interested
in
the
Sunday
Market
will
engage
most
frequently
with
them.
Change:
There
has
been
a
large
growth
in
the
use
of
social
media
in
the
last
10
years
and
although
many
would
assume
that
community
radio
is
dead,
between
1992
and
2012
community
radio
stations
in
Melbourne
tripled
in
numbers,
namely
thanks
to
the
introduction
of
digitisation.
(Foxwell,
2012)
Opportunity
or
Threat?
This
is
great
news
for
Rotary
in
the
respect
that
these
mediums
ultimately
make
for
a
greater
assortment
of
‘tools’
at
the
disposal
of
people
like
us
who
seek
to
establish
a
connection
with
identified
target
markets.
MICRO
Analysis
There
are
five
forces
that
could
impact
on
the
success
and
growth
of
businesses.
These
are:
Potential
New
Entrants
Bargaining
Power
of
Buyers
Bargaining
Power
of
Suppliers
Threat
of
Substitutes,
and
Rivalry
Among
Competitors

9.
The
three
that
have
been
highlighted
are
the
ones
that
we
maintain
will
play
the
largest
part
in
impacting
the
success
of
the
Camberwell
Sunday
Market.
Melbourne
is
home
to
some
of
the
country’s
best
markets,
dealing
in
some
of
the
finest
arts,
crafts,
second
hand
goods,
fresh
produce
and
live
entertainment
Australia
has
to
offer.
The
threat
of
another
market
popping
up
in
a
suburb
close
by
could
potentially
draw
market-­‐goers
away
from
the
Camberwell
Sunday
Market.
This
would
effectively
make
them
substitutes;
essentially
somewhere
that
they
can
attend
and
receive
the
same
experience
with
a
lessened
potential
for
personal
cost.
The
rivalry
between
the
competitors
presents
a
significant
risk
to
Rotary
in
the
respect
that
it
may
fall
into
the
common
trap
of
trying
to
extend
itself
beyond
its
means
in
an
attempt
to
cater
to
market-­‐
goers,
losing
the
unique
charm
and
point
of
difference
provided
by
the
Camberwell
Market
in
the
process.
Competitor
Analysis
St.
Kilda
Esplanade
Market
The
St.
Kilda
Esplanade
Market,
open
since
1970,
began
as
a
place
to
exhibit
art
from
a
number
of
artists
and
sculptors.
Now,
still
mostly
art
related,
the
St.
Kilda
market
has
grown
to
more
than
250
stalls
of
artists
of
all
sorts
and
from
all
over.
• A
strong,
consistent
history
of
success
spanning
40
years
• Consistent
theme
of
arts
and
craft
• Location:
St.
Kilda
Esplanade,
beautiful
summery
location
along
the
beach
• This
theme
may
not
reach
out
to
a
large
market
segment
• Winter
mornings
on
the
beach
are
not
always
ideal,
so
the
market
may
not
be
popular
all
year
round
• Increased
risk
of
becoming
stale
http://www.stkildaesplanad
emarket.com.au/index.html

10.
South
Melbourne
Market
The
South
Melbourne
Market
is
Melbourne’s
longest
continually
running
market
opening
in
1867.
With
150
stalls
it
is
different
from
both
the
St.
Kilda
Esplanade
Market
and
Camberwell
Sunday
Market
as
it
is
open
on
weekdays
as
well
selling
items
such
as
cakes
and
confectionery,
stationery,
home-­‐wares
and
fresh
fruit
and
vegetables,
seafood
and
deli
produce.
Queen
Victoria
Market
The
Queen
Victoria
Market,
also
known
as
the
Vic
Market
and
Queen
Vic,
has
been
open
since
1878
and
is
Melbourne’s
largest
Market.
While
it
is
not
on
the
same
level
as
the
Camberwell
Sunday
Market
and
in
no
way
is
the
Camberwell
Sunday
Market
trying
to
achieve
a
market
of
this
size,
it
still
serves
as
a
competitor
due
to
its
popularity
and
the
awareness
of
its
existence.
Like
the
South
Melbourne
Market,
the
Queen
Victoria
Market
offers
fruit
and
vegetables,
meat
and
seafood,
and
a
huge
range
of
alternate
goods
such
as
clothing,
souvenirs
and
art.
• Easily
accessed
from
CBD
• Huge
range
of
stalls
• Open
on
weekdays
• Further
from
suburban
communities
• Only
150
stalls,
significantly
smaller
than
Camberwell
Sunday
Markets
370.
• In
the
middle
of
the
CBD,
across
2
city
blocks
• There
is
a
wider
range
of
products
and
produce
• Open
on
Weekdays
with
different
types
of
markets
throughout
the
year
on
Sundays
• It
does
not
have
the
same
“vintage”
feel
that
Camberwell
Sunday
Market
does
• Further
from
the
suburban
communities,
huge
area
that
is
possibly
too
big
https://www.sou
thmelbournemar
ket.com.au/
http://www.qvm.
com.au/

11.
Other
markets
that
potential
pose
a
threat
to
the
Camberwell
Sunday
Market
include:
• Prahran
Market
• Sunday
Market
at
the
Arts
Centre
• Caribbean
Gardens
Market
• Dandenong
Market
• Other
Rotary
Sunday
Markets
include:
• Cheltenham
• Bentleigh
• Oakleigh
Consumer
Behaviour
–
Decision
Making
Process
(DMP)
Consumers
go
through
five
stages
when
making
a
decision
to
“purchase”
a
product,
or
in
this
case
invest
their
time
into
an
event.
These
stages
are:
Need
Recognition
Information
Search
Evaluation
of
Alternative
Purchase
Decision
Post-­‐Purchase
Decision
The
basic
theories
behind
the
DMP
are
written
for
consumers
who
are
buying
a
product
however
they
can
easily
be
re-­‐thought
to
services
and
events
like
the
Camberwell
Sunday
Market.

12.
NEED
RECOGNITION
INFORMATION
SEARCH
EVALUATION
OF
ALTERNATIVES
PURCHASE
DECISION
POST-­
PURCHASE
BEHAVIOUR
WHAT? HOW? HOW TO USE IT?
Potential
market-­‐goers
must
recognise
a
need
for
something
to
do
on
their
Sunday
mornings.
They
may
have
no
plans
and
a
desire
to
explore
their
local
or
wider
community.
Make
sure
that
when
the
need
for
something
to
do
on
a
Sunday
morning
arises,
so
does
the
thought
of
the
Camberwell
Sunday
Market.
This
is
the
stage
where
research
is
done.
This
step
is
not
always
needed
if
there
are
already
options
that
are
readily
available.
However
in
this
case
potential
market-­‐goers
may
do
some
research
in
to
other
events
that
are
running
in
Melbourne
at
the
same
time.
Potential
market-­‐goers
may
look
into
the
“what’s
on”
section
of
their
local
and
wider
community
newspapers,
websites
and
even
listen
to
radio
stations.
This
is
how
consumers
learn
about
their
options
and
decide
on
what
to
look
into
further.
This
suggests
that
the
Camberwell
Sunday
Market
should
be
an
event
that
pops
up
in
all
areas
that
may
be
searched.
Stage
three
is
when
two
or
more
options
are
compared
with
each
other.
Certain
elements
of
each
will
stand
out
to
a
potential
market-­‐
goer
and
the
most
attractive
to
them
will
come
out
on
top.
There
are
multiple
markets
on
Sunday’s
in
the
wider
Melbourne
area,
meaning
there
are
a
lot
of
alternatives.
When
looking
at
alternatives
potential
market-­‐goers
will
have
expectations
and
needs
that
they
will
want
to
fulfil.
Ensure
that
the
Camberwell
Sunday
Market
is
the
most
desirable
option,
with
information
that
is
most
readily
available
to
a
range
of
target
audiences.
This
stage
can
be
influenced
by
two
factors:
attitudes
of
others
and
situational
factors.
It
is
the
actual
decision
making
stage.
The
opinions
of
others
towards
the
Camberwell
Sunday
Market
and
unexpected
events
may
change
decisions
last
minute.
Out
of
the
two
or
more
markets
that
were
in
the
evaluation
stage
the
one
with
the
most
appealing
aspects
will
come
out
on
top.
These
should
be
similar
for
those
in
the
target
audiences.
Know
and
understand
the
target
audience
clearly
and
concisely
so
that
they
are
confident
that
their
needs
and
expectations
will
be
met.
Stage
five
is
the
evaluation
stage.
This
is
what
the
market-­‐goer
thinks
after
attending
the
market.
Have
their
expectations
been
met?
Will
they
return
again?
And
will
they
encourage
their
family
and
friends
to
attend?
Once
chosen,
the
market
should
meet
the
standards
expected
by
the
market-­‐
goers.
Market-­‐goers
should
be
able
to
provide
feed
back
in
controlled
yet
open
ways
such
as
surveys,
online
forums
and
reviews.
These
should
be
listened
to
and
be
constructively
used
to
improve.

13.
Opportunities
and
Threats
The
Camberwell
Sunday
Market
is
faced
with
the
following
opportunities
and
threats:
Critical
Success
Features
The
Camberwell
Sunday
Market
prides
itself
on
the
uniqueness,
family
friendly
atmosphere
and
the
one-­‐of-­‐a-­‐kind
objects
market-­‐goers
will
find
upon
entering
the
market.
These
elements
are
where
the
success
of
the
market
lies.
Sunday
market-­‐goers
are
seeking
an
experience
unlike
any
other,
something
with
a
little
bit
of
unknown.
A
Sunday
morning
adventure
for
one
and
a
gentle
wander
for
another;
a
promotion
focusing
on
the
“experience”
an
attendee
will
gain
from
attending
the
event
is
the
key.
Indeed,
by
refraining
from
promoting
what
is
at
the
market,
the
Camberwell
Sunday
Market
can
set
itself
apart
in
the
minds
of
market-­‐goers
from
the
competition.
• Offer
a
unique
experience
to
the
other
larger
Sunday
Markets
in
Melbourne.
• Use
the
close-­‐knit
community
vibe
as
a
selling
point
over
the
larger
markets.
• There
are
bigger,
better-­‐
known
markets
closer
to
the
CBD.
• The
atmosphere
may
not
be
as
“buzzing”
as
some
may
like
it
to
be.

14.
1.2|
Internal
Analysis
Marketing
Capabilities
The
Camberwell
Sunday
Market
presents
a
number
of
marketing
capabilities
when
working
towards
the
following
objectives:
1)
increase
the
number
of
people
attending
the
market,
2)
encourage
them
to
attend
the
market
not
only
earlier
but
across
the
six
hours
it
is
open,
3)
and
entice
them
to
stay
and
explore
the
Burke
Road
shopping
complex.
By
successfully
fulfilling
these
objectives
a
fourth
objective
of
raising
general
awareness
will
also
be
achieved.
The
marketing
capabilities
the
Camberwell
Sunday
Market
presents
are:
• A
distinctive
experience
for
market-­‐goers,
with
quirky
treasures
for
all
to
find
• A
close
knit-­‐community
that
welcomes
everyone
to
enjoy
its
unique
atmosphere
and
people
• Supporting
a
local
community
group
through
a
time-­‐worthy
and
weekly
event
Below
is
a
diagram
called
a
Kapferer’s
Prism,
this
outlines
the
Camberwell
Sunday
Markets
“Brand
Identity”
and
clearly
outlines
how
the
Market
is
seen
from
within
the
Balwyn
Rotary
Club
and
from
those
who
attend
the
market.

15.
As
displayed
in
the
Kapferer’s
Prism
on
the
previous
page,
the
Camberwell
Sunday
Market’s
brand
identity
is
focused
around
supporting
a
local
community
through
a
humble
and
alternative
market.
The
market
strives
to
present
a
family
friendly
but
also
“hip”
environment
for
people
of
all
sorts
to
come
and
enjoy
a
Sunday
morning
in
Camberwell.
The
humble
personality
of
the
Camberwell
Sunday
Market
supports
the
community-­‐focused
culture
that
the
Rotary
Club
of
Balwyn
works
so
hard
to
achieve.
Every
Sunday
people
flock
from
every
corner
of
the
city
to
search
through
the
many
treasures,
meet
with
friends
and
family
and
explore
the
iconic
suburban
marketplace,
our
idea
is
to
really
promote
the
uniqueness
of
this
event.
The
creative
approach
we
plan
on
capturing
will
encompass
not
only
the
sense
of
a
wider
community
but
also
the
“indie-­‐ness”
of
the
market
and
how
there
is
nothing
quite
the
same
as
the
Camberwell
Sunday
Market.
Strengths
and
Weaknesses
The
Camberwell
Sunday
Market
has
the
following
strengths
and
weaknesses:
• Supporting
a
close
community
• “Hip”,
unique
vibe
suiting
all
age
groups
• Family
friendly
• Recycled-­‐
goods
meaning
environmenta
lly
friendly
• There
isn’t
as
wide
a
variety
as
the
other
markets
• No
fresh
fruit
and
other
produce
available
on
Sundays
• People
only
come
for
the
market
and
don’t
stay
to
see
the
rest
of
Camberwell

16.
:
Problem
and
Opportunities
Statement
There
is
an
obvious
opportunity
to
increase
the
amount
of
people
attending
the
weekly
market
and
encouraging
them
to
come
at
a
range
of
times,
however
what
proves
as
a
potential
problem
is
keeping
early
arrivals
around
to
see
the
rest
of
the
Burke
Road
shopping
precinct
when
most
of
the
shops
do
not
open
until
10am
on
Sunday
mornings.
Information
Gaps
As
much
as
we
tried
to
find
information
on
“consumer
behaviour”
towards
markets,
specifically
weekend
markets,
in
Melbourne
we
struggled.
Therefore
we
suggest
that
further
research
is
taken
to
make
more
supported
decisions.

18.
2.1|
Marketing
Objectives
The
Balwyn
Rotary
Club
-­‐
the
organisers
of
the
Camberwell
Sunday
Market
-­‐
defined
the
nature
of
our
IMC
plan
to
us
in
the
brief
they
set
out.
They
assigned
us
three
main
objectives
that
they
wanted
to
see
addressed
in
the
plan;
however,
we
also
added
an
extra
objective
that
we
believed
would
simply
come
about
naturally
through
the
execution
of
our
IMC
Strategy.
The
objectives
we
were
given
included:
• Increasing
current
attendance
by
10%
• Increasing
the
number
of
attendees
arriving
in
the
early
morning
or
late
afternoon,
outside
of
peak
hours.
• Providing
extra
patronage
to
the
surrounding
businesses
and
to
the
greater
Balwyn
area
• Increasing
awareness
not
only
in
the
Camberwell
Sunday
Market,
but
also
in
what
the
market
offers
To
achieve
these
objectives,
we
were
required
to
set
out
a
clear
message
that
we
wanted
to
convey
to
our
potential
consumers
and
to
base
our
entire
plan
and
strategy
around.
The
message
needed
to
be
brief
and
concise,
tying
together
every
piece
of
marketing
we
propose.
The
message
that
was
decided
on
is
as
follows:
“Come
to
Camberwell,
and
visit
the
Sunday
Market.
Come
early
so
you
don’t
miss
out,
and
stay
awhile
to
browse
all
the
wares
and
have
a
coffee
nearby.
It’s
an
enjoyable
experience,
fun
for
all
ages
and
the
place
to
go
when
you’re
looking
for
something
unique.”

19.
This
message,
while
long
is
not
as
succinct
and
to
the
point
as
it
could
be,
is
what
we
agreed
upon
using.
As
such,
we
have
condensed
it
into
the
four
slogans
that
make
up
the
theme
for
many
of
our
printed
advertisements.
These
slogans
are:
“Take
the
first
step...”
“Dig
a
little
bit
deeper...”
“You
never
know
what
you’ll
find...”
“The
hidden
treasures
are
only
the
beginning.”
These
four
slogans
fit
together,
working
well
on
their
own
but
also
conveying
the
overarching
message
that
we
have
set
out
for
this
plan.
They
are
succinct,
inviting
and
can
be
placed
sequentially
in
a
series
of
advertisements
to
lure
in
people’s
curiosity,
whereupon
we
can
treat
them
to
all
of
the
extra
information
they
may
desire
using
the
website
and
Facebook
page
that
we
are
required
to
redesign
and
set-­‐up
respectively.
*Below
are
four
planned
posters
that
bare
these
slogans…

20.
2.2|
Communication
Objectives
Our
communication
objectives
are
concurrent
with
the
goals
that
were
set
out
to
us
by
The
Balwyn
Rotary
Club
concerning
the
continued
success
of
the
Camberwell
Sunday
Market.
In
addition
to
increased
attendance,
an
interest
was
also
expressed
in
encouraging
attendees
to
visit
before
the
peak
time
of
11:00am
and
to
continue
their
patronage
at
local
business
in
the
surrounding
Burke
Road
precinct
after
the
market
had
closed.
We
as
a
team
also
set
an
additional
goal
of
our
own:
increasing
awareness
of
the
Camberwell
Sunday
Market.
Since
in
the
nature
of
this
plan
we
are
already
trying
to
penetrate
the
market
and
elevate
the
Camberwell
Market
to
the
same
iconic
level
as
others
such
as
The
Saint
Kilda
Esplanade
Market,
we
concluded
that
this
was
a
goal
that
would
be
achieved
naturally
and
measuring
it
would
reflect
on
the
effectiveness
of
the
IMC
Plan.
Measurement
of
the
other
objectives
would
be
factored
into
how
much
of
a
return
has
been
gained
from
the
marketing
investment.
In
order
to
measure
whether
or
not
the
attendance
numbers
are
being
met,
attendance
will
have
to
be
recorded
by
gatekeepers
at
the
market,
with
a
separate
count
being
kept
for
people
who
arrive
before
11:00am.
A
“control”
number
would
be
taken
before
the
implementation
of
the
plan
for
comparison
purposes,
with
numbers
being
continually
taken
across
the
life
of
the
media
schedule
from
that
point
onwards.
This
will
not
only
provide
a
continuous
feed
of
attendance
activity
corresponding
with
releases
in
the
Media
schedule,
but
the
final
number
will
provide
an
accurate
representation
of
whether
or
not
the
goal
of
10%
extra
attendance
was
met.
Additionally,
comparisons
of
the
number
of
people
arriving
before
11:00am
will
provide
insight
as
to
whether
the
encouragement
to
arrive
early
has
been
successful,
and
whether
or
not
additional
work
in
this
area
is
required.
Assessment
of
the
awareness
and
activity
along
Burke
Road
will
require
the
use
of
surveys
following
the
execution
of
the
plan
and
the
course
of
implementation,
in
order
to
properly
gauge
the
effectiveness
of
the
plan’s
market
penetration
and
the
effectiveness
of
the
overall
message
respectively.
The
fulfilment
of
the
communication
objectives
is
the
most
vital
part
of
the
plan
and
the
key
assessment
as
to
its
effectiveness.

21.
2.3|
The
Audience
Our
next
task
came
in
the
identification
of
our
target
audience.
We
decided
on
three
main
demographics:
Older
people
or
pensioners
who
are
likely
to
be
an
existing
part
of
the
current
target
market,
families
looking
for
an
experience
that
every
member
can
enjoy
and
young
adults/students
immersed
in
Hipster
culture
and
the
vintage
style
trend.
While
the
Camberwell
Sunday
Market
is
of
course
open
to
all
people
from
all
kinds
of
lifestyles,
we
have
determined
that
the
greatest
return
on
any
marketing
efforts
will
come
from
these
three
groups
of
people.
Older
individuals
–
especially
those
living
close
by
–
will
likely
already
frequent
the
market,
however
fresh
advertising
can
bring
in
new
locals
as
well
as
others
from
suburbs
further
out.
The
same
principle
applies
to
families;
we
want
to
see
more
coming
from
further
away
than
the
Camberwell
area
to
visit
and
explore
both
it
and
the
surrounding
area,
especially
during
long
weekends
and
school
holidays
where
entertainment
for
the
entire
family
is
in
high
demand.
The
demographic
of
young
adults
is
different
from
the
other
two
chosen.
This
is
a
new
angle
that
we
believe
can
be
heavily
capitalised
on,
given
the
high
number
of
young
people
completely
immersed
in
vintage
culture
and
Melbourne’s
own
iconic
mixed
aesthetic
of
modern
edge
and
vintage
charm.
Many
of
these
self-­‐styled
hipsters
visit
op
shops
and
other
markets
already
looking
for
vintage
clothes
and
décor
items
for
negotiable
price,
so
the
best
course
of
action
we
concluded
was
to
properly
present
them
with
an
alternative
to
the
usual
array
of
places
to
visit
and
capture
a
new
demographic
that
can
support
the
market
well
into
the
future.

22.
2.4|
Integrated
Marketing
Communication
Strategy
The
next
step
to
conveying
the
overall
message
comes
from
the
methods
of
delivery.
Given
the
small
budget,
we
have
opted
to
keep
costs
as
low
as
possible,
while
still
pushing
our
campaign
to
meet
the
desired
audience.
Ours
is
a
four-­‐pronged
method
of
delivery,
which
includes:
• Internet
&
Social
Media
Presence
• Radio
Advertising
• Print
Media
Advertising
-­‐
• Small
Scale
Signage
&
Posters
We
chose
these
forms
of
media
to
fit
within
the
confines
of
the
allocated
budget
of
$6,400
that
Rotary
has
given
us
to
work
with.
A
lot
of
the
heavy
work
will
be
done
by
the
Social
Media
presence
given
that
it
is
free,
constant
and
has
the
potential
to
be
driven
by
consumer
input
as
well
as
input
from
the
Rotary
Club
or
whoever
is
put
in
charge
of
organising
the
Social
Media
side
of
advertising.
For
example,
with
Instagram
and
Twitter,
attendees
can
share
their
own
photos
and
stories
of
Sunday
Market
with
a
hash
tag
(e.g.
#CamberwellSundayMarket)
which
will
provide
a
more
tangible
form
of
word-­‐of-­‐mouth
advertising,
as
well
as
cater
towards
the
fastest
growing
and
most
accessible
form
of
media
that
everybody
in
the
target
audience
uses,
including
a
growing
number
of
Older
Individuals.
Our
other
forms
of
media
are
cost
effective
with
the
proper
scheduling,
but
also
tried
and
true
methods
of
advertisement
that
have
worked
consistently
in
the
past
for
getting
the
proper
results.
This
is
where
the
bulk
of
the
available
budget
will
be
going,
which
can
theoretically
be
stretched
to
properly
accommodate
every
aspect
of
our
four-­‐pronged
approach
effectively.
Our
IMC
strategy
is
based
off
getting
the
highest
level
of
effectiveness
for
the
lowest
cost
both
in
budget,
and
in
labour
and
effort.
We
are
confident
that
the
message
and
its
execution
will
properly
achieve
all
of
the
objectives
set
out
in
the
design
brief.

24.
3.1|
Creative
Strategy
Overall
Objective
Our
creative
strategy
is
focused
on
boosting
public
awareness
of
the
Camberwell
Sunday
Market
with
aims
of
increasing
attendance
numbers.
Moreover
we
want
to
see
these
attendees
arriving
earlier
and
staying
longer
to
explore
the
surrounding
Burke
Road
shopping
precinct.
Target
Markets
We
aim
to
capture
the
attention
of
older,
community
minded
residents
living
in
the
Camberwell
vicinity,
students
and
staff
of
Swinburne
University
of
Technology
and
the
many
families
spread
across
metropolitan
Melbourne.
Promise
The
Camberwell
Sunday
Market
promises
to
supply
market-­‐goers
with
a
truly
unmatched
experience
that’s
built
on
creativity,
vintage
charm
and
a
family-­‐friendly
atmosphere
one
can
only
find
in
suburban
Melbourne.
Supporting
The
Promise
People
perceive
that
market
as
an
inner
suburban
event
that
occurs
weekly
every
Sunday
morning.
More
than
this,
the
market
remains
synonymous
for
the
quirky
creative
vibe
it’s
cultivated
since
its
establishment
in
1976,
its
belief
in
the
notion
of
service
above
self
and
the
success
the
event
draws
thanks
to
a
wide
range
of
stallholders
(380)
and
visitors
(5,000-­‐7,000
approx.
per
week).

25.
Positioning
Statement
For
ordinary
individuals
seeking
an
extraordinary
experience,
the
Camberwell
Sunday
Market
delights
in
providing
the
people
of
Melbourne
with
a
fresh
community-­‐based
event
that’s
rooted
in
creativity,
originality
and
vintage
charm.
Not
only
does
this
approach
set
it
apart
from
its
peers,
but
also
it
ensures
that
attendees
are
guaranteed
to
partake
a
one-­‐of-­‐a-­‐kind
activity.
The
Camberwell
Sunday
Market
with
an
extensive
history,
its
one-­‐off
offerings
and
quirky
nature
tells
people
that:
‘they
are
attending
an
event
that
they’ll
be
able
to
share
with
their
family,
friends
and
colleagues
the
following
day
without
hurting
their
hip
pocket
in
the
process’.
Perceptual
Map
Attendee
Impression
We
are
wanting
those
who
attend
the
market
to
walk
away
feeling
as
though
they
are
supporting
the
community
and
the
people
in
it
by
participating
in
a
market
that
fosters
creativity,
embraces
difference
and
encourages
honest,
local
contribution.

26.
The
Appeal
Applied
with
the
aim
of
attracting
consumer
attention,
a
well-­‐constructed
and
implemented
advertising
appeal
has
the
ability
to
influence
an
individual’s
feelings
toward
a
given
product,
service
or
cause.
Moreover
advertisements
that
invoke
feelings
or
emotions
and
match
those
sentiments
with
the
good,
service
or
company
display
what
is
known
as
affective
message
strategies.
Grounded
in
resonance
(consumer
experience),
comfort
(nostalgia)
and
emotion
(feelings),
these
messages
attempt
to
enhance
the
overall
likeability
of
the
product,
service
or
company,
increase
recall
among
the
public
and
help
forge
a
stronger
brand
name.
In
the
case
of
the
Camberwell
Sunday
Market,
our
foremost
creative
objective
must
focus
on
crafting
an
advertising
effort
that
grabs
the
attention
of
people,
hopefully
inspiring
and
exciting
them
to
attend
the
event.
It’s
for
this
reason
that
we
believe
it’s
in
Rotary’s
best
interests
to
base
its
advertising
appeal
primarily
on
emotion,
specifically
one
founded
upon
feelings
of
love,
happiness,
sentimentality,
joy,
excitement
and
nostalgia.
With
this
mind
we
must
consider
our
target
segments:
their
likings,
preferences
and
qualities.
Such
an
appeal
not
only
typifies
the
personalisation
prized
by
many
young
students
and
families
but
also
it
caters
to
the
older,
residents
of
the
Boroondara/Whitehorse
area
seeking
to
enjoy
the
nostalgic
vibe
of
the
event
as
well.
Ultimately
an
emotional
appeal
not
only
celebrates
the
heritage
of
the
market
but
also
the
values
and
principles
it
has
cultivated
in
that
thirty-­‐eight
year
period.
Furthermore
an
advertising
strategy
appealing
to
an
individual’s
feelings
help
set
the
Camberwell
market
apart
from
competitors
who
frequently
base
their
promotional
material
on
reason
alone,
perhaps
in
the
process
neglecting
the
influence
of
human
emotion.

27.
Executional
Framework
At
its
most
basic
level,
an
executional
framework
signifies
the
manner
in
which
an
advertisement
appeal
will
be
presented.
An
informative
execution
presents
information
to
the
audience
in
a
straightforward
and
direct
manner.
Moreover
an
informative
communication
will
tell
the
audience
about
a
product,
service
or
cause,
intern
supplying
them
with
the
necessary
information
they
require
before
purchasing/using
the
offering
(Clow
&
Baack
2014,
pp.
191-­‐196).
To
that
point,
an
informative
execution
can
build
the
public
awareness
Rotary
is
seeking
to
establish
for
the
Sunday
market
while
also
motivating
people
sufficiently
enough
to
attend
the
event.
However
in
order
for
this
to
eventuate,
it
must
be
noted
that
a
successful
informative
execution
hinges
on
two
key
factors,
placement
and
originality
(Clow
&
Baack
2014).
With
so
many
ads
bombarding
the
modern
consumer,
it
takes
more
than
basic
event
information
to
capture
someone’s
attention
(Clow
&
Baack
2014,
pp.
191-­‐196).
For
this
reason,
the
advertising
communications
we
will
employ,
like
our
printed
posters,
will
require
a
cohesive,
artistic
design
that
is
not
only
reflective
of
the
markets
personality,
but
also
visually
appealing
to
the
passerby.
In
addition
the
correct
placement
an
informative
advertisement
is
crucial.
For
example
an
informative
radio
spot
promoting
the
Camberwell
market
made
during
an
overnight
program
will
fail
to
reach
our
target
segments
whereas
a
series
of
chalk
advertisements
promoting
the
market
placed
on
the
path
leading
to
Swinburne
University
will
have
an
increased
likelihood
of
directly
exposing
the
event
to
the
people
we
want
to
commune
with.
Ultimately,
if
these
potential
risks
can
be
acknowledged
and
overcome
effectively,
then
an
informative
execution
may
provide
us
with
another
powerful
tool
in
our
fight
to
beat
the
clutter
and
capture
the
attention
of
Melbourne
market-­‐goers.
• Direct
• To-­‐The
Point
• Reliable
• Historically
Successful
• Uncomplicated
• Easily
Overlooked
• High
Failure
Rate
• Requires
a
sizeable
creative
investment

28.
4.1|
Media
Strategy
A
media
strategy
invariably
involves
analysing
and
selecting
the
types
of
media
that
will
be
used
for
an
advertising
campaign;
effectively
spelling
out
what
media
will
be
used,
when
it
will
be
employed,
for
how
long
and
for
what
price
(Clow
&
Baack
2014,
pp.
191-­‐196).
Moreover,
selecting
the
appropriate
blend
of
media
for
a
campaign
is
vital
in
the
fact
that
they
are
often
prepared
and
implemented
on
the
back
this
mix.
With
this
in
mind,
we
believe
that
the
following
media
mix
selection,
if
applied
appropriately,
will
assist
the
Rotary
Club
of
Balwyn
in
its
efforts
of
attracting
greater
attendance
numbers
and
boosting
general
public
awareness
of
the
Camberwell
Sunday
Market/Burke
road
shopping
strip
in
general.
Social
Media
The
first
decade
of
the
twenty-­‐first
century
has
seen
a
rapid
expansion
of
social
networking
on
the
web.
Services
like
Twitter
and
Facebook
are
designed
to
cater
for
the
increasing
desire
expressed
by
consumers
for
greater
levels
of
participation
(Clow
&
Baack
2014,
pp.
191-­‐196).
As
previously
mentioned
in
this
plan,
we
are
of
the
view
that
Rotary’s
first
step
should
be
to
replace
its
current
website
with
a
contemporary
and
visually
appealing
page
however
beyond
this
recommendation
we
believe
that
Camberwell
Sunday
Market
needs
an
increased
social
media
presence.
For
example
Rotary
could
run
a
social
media
competition
that
requires
Facebook
users
to
capture
and
upload
their
own
unique
journey
to
the
market.
Maybe
they
drove;
perhaps
they
walked
or
caught
the
train
etc.
In
any
event,
the
market-­‐goer
whose
video
is
judged
by
a
small
panel
to
be
the
best
entry,
will
receive
a
monetary
prize.
In
addition
we
also
recommend
that
Rotary
make
use
of
Twitter
and
Instagram,
as
these
platforms
are
particularly
popular
among
younger
demographics
in
particular
however
these
sites
rely
heavily
upon
regular,
two-­‐way
communication
between
Rotary
and
its
‘followers’.
In
this
respect
the
appointment
of
a
social
media
strategist
who
could
oversee
the
social
media
campaign,
ensuring
that
the
online
effort
is
a
cohesive
and
integrated
one
would
be
of
particular
benefit.

29.
Newspapers
For
many
smaller,
local
clients,
a
newspaper
advertisement
represents
the
most
viable
advertising
option.
Newspapers
can
be
distributed
daily,
weekly,
fortnightly
or
monthly
and
supply
Rotary
with
a
promotional
tool
that’s
flexible,
credible,
affordable
and
highly
localised
(Clow
&
Baack
2014).
We
propose
that
Rotary
uses
both
the
mX
newspaper
and
local
publication,
the
Progress
Leader
to
promote
the
Camberwell
Sunday
Market
via
paid
advertisements
featured
throughout
these
publications.
The
value
of
this
form
of
promotion
becomes
clear
when
we
consider
the
increased
value
of
newspaper
advertisements
when
coupled
with
other
elements
of
the
media
mix
like
community
radio
and
outdoor/ambient
communications.
For
instance
envisage
the
effect
on
train
commuters
of
picking
up
a
copy
of
the
mX
on
the
journey
home.
As
the
passenger
flicks
through
the
newspaper
they
come
across
a
full-­‐page
advertisement
promoting
the
Camberwell
Sunday
Market.
Combine
this
with
posters
displayed
on
train
station
platforms
and
Rotary
can
target
a
sizeable
segment
of
Melbourne’s
public
transport
users.
Likewise
community
papers
also
offer
Rotary
a
low
cost
promotional
tool
that
reaches
a
large
portion
of
the
local
area.
http://www.mxnet.com.au/

30.
Outdoor/Ambient
Regarded
as
the
most
common
promotional
tool
today,
the
humble
billboard
forms
only
but
the
tip
of
the
outdoor
and
ambient
advertising
iceberg.
Advances
in
technology,
namely
of
the
LED,
wireless
and
digital
variety
has
forced
marketers
and
clients
to
think
on
their
feet
and
outside
the
box.
In
any
case
outdoor
and/or
ambient
promotion
presents
Rotary
with
a
tool
for
exposure
that’s
highly
targeted,
localised
and
accessible
without
aggravating
its
hip
pocket
nerve
(Clow
&
Baack
2014).
We
suggest
that
Rotary
use
a
three-­‐pronged
outdoor/ambient
promotional
campaign
that
specifically
targets
Melbourne’s
public
transport
commuters,
Swinburne
University
students
and
local
residents
of
the
Boroondara
area.
The
first
of
these
communication
efforts
will
see
the
strategic
placement
of
posters
on
bus
shelters,
tram
stops
and
train
station
platforms.
These
A1
sized
prints
will
also
be
displayed
in
fixed
locations
such
as
walls
and
under
bridges,
acquiring
the
gaze
of
passers-­‐by.
The
second
outdoor
communication
we
advise
Rotary
pursues
involves
the
use
of
chalk
advertisements
sprawled
across
the
busy
footpaths
and
walkways
of
the
Burke,
Bundoora
and
Glenferrie
road
shopping
precincts.
Moreover
the
paths
around
the
Hawthorn
campus
of
Swinburne
University
register
high
volumes
of
foot
traffic
making
for
a
highly
effective
platform
for
exposure
that
directly
reaches
the
target
market
of
university
students
making
their
way
to
and
from
class.
Our
final
suggestion
asks
Rotary
to
consider
the
unconventional
use
of
the
humble
fortune
cookie.
It’s
modern,
it’s
quirky
and
above
all,
it’s
fresh.
Imagine
hoards
of
train
commuters,
many
of
whom
are
students,
existing
myki
barriers
at
Glenferrie
and
Camberwell
stations
to
be
greeted
by
people
handing
out
fortune
cookies.
As
they
crack
open
the
novelty,
they
unfold
the
message
contained
inside
instructing
them
to
attend
the
Camberwell
market
this
coming
Sunday.

31.
Conceptual
mock-­‐up
designs
displaying
elements
of
our
planned
media
mix
in
action.

32.
Radio
Despite
the
rise
of
CD’s,
iPods,
audiobooks
and
other
types
of
audio
devices,
the
vast
majority
of
Australians
still
listen
to
radio.
Indeed,
it’s
immediacy,
portable
nature
and
relative
affordability
in
comparison
to
other
forms
of
advertising
like
television
means
this
time-­‐honoured
platform
remains
a
powerful
albeit
understated
tool
firmly
attached
to
the
belt
of
marketers
and
clients
alike.
By
creating
and
re-­‐enforcing
a
set
of
powerful
images
in
the
minds
of
listeners,
a
well-­‐crafted
radio
advertisement
has
the
remarkable
ability
to
capture
attention
and
aid
in
the
movement
of
a
message
from
short-­‐term
to
long-­‐term
memory
(Clow
&
Baack
2014).
Keeping
this
influence
in
mind
we
advise
that
the
Rotary
Club
of
Balwyn
obtains
advertising
time
on
the
local,
community
radio
station,
Whitehorse-­‐Boroondara
Radio
94.1FM.
This
type
of
locally
driven
radio
differs
from
previous
attempts
to
promote
the
market
via
large
stations
like
3AW
or
ABC
Radio
in
the
respect
that
it
presents
Rotary
with
a
low-­‐cost
opportunity
for
exposure
that
when
combined
with
other
with
mediums
like
newspapers
and
social
media,
can
help
create
a
fully
integrated
advertising
effort.
Moreover
by
drawing
upon
the
personal
connection
listeners
often
make
with
a
DJ,
a
series
of
spots
delivered
directly
from
a
trained
presenter
reciting
information
about
the
market
provides
Rotary
with
an
invaluable
means
of
reaching
not
only
regular
listeners
but
also
the
markets’
primary
target
demographics,
being
both
older,
community
minded
residents
and
alternative
university
students
alike.
http://www.3wbc.org.au/site/

34. 4.2|
Media
Schedule

35.
5.1|
Monitoring
and
Evaluation

36.
SOCIAL
MEDIA
/
WEBSITE
Social
media
has
the
ability
to
reach
a
nowadays.
WHY WHEN
HOW
WILL
WE
MEASURE WHERE
WHO
Each
day.
Online

39.
We
are
confident
that
our
four-­‐pronged
approach
to
marketing
the
Camberwell
Sunday
Market
is
not
only
an
achievable
one,
but
a
cost-­‐effective
and
sustainable
one
as
well.
Indeed,
with
regular
revisions
and
consistent
updating
to
keep
in
touch
with
changes
in
technology,
budget,
the
availability
of
media
outlets,
and
general
cultural
trends,
we
believe
that
this
is
a
plan
that
can
serve
the
Camberwell
Sunday
Market
now
and
into
the
future.
Please
enjoy
our
accompanying
video.
https://www.youtube.com/watch?v=RW00Whk6kXo&feature=youtu.be
Luke, Fraser, Liam & Stephanie

40.
References
Clow,
K.E.
&
Baack,
D
2014,
‘Integrated
Advertising,
Promotion,
and
Marketing
Communications,
6
edn,
Pearson,
England,
pp.
1-­‐472
Foxwell,
K
2012,
‘Community
radio
in
an
Australian
city:
The
Melbourne
experience’,
Radio
Journal:
International
Studies
In
Broadcast
&
Audio
Media,
10,
2,
pp.
161-­‐172

41.
When
people
attend
the
Sunday
Camberwell
Market,
we
want
them
to
feel
like
they
are
coming
to
a
“one-­‐of-­‐a-­‐kind”
meeting
place.
Somewhere
close
to
the
inner
city
they
could
not
only
meet
their
friends,
but
also
bring
their
families.
The
market
should
present
a
charming
and
honest
character.
It
should
feel
like
a
creative
and
quirky
environment
where
attendees
come
to
enjoy
themselves
amongst
the
treasures.
The
culture
of
the
Camberwell
Sunday
Market
is
all
about
being
“Melbournian”,
which
means
it
values
a
suburban
lifestyle
that
is
very
community
focused
and
in
its
own
way,
traditional
and
innovative.
We
at
the
Sunday
Camberwell
Market
hope
attendees
see
themselves
in
the
following
ways:
"I
will
stand
out
from
the
crowd
in
my
vintage
finds"
"I
am
supporting
my/a
local
community"
"I
am
embracing
a
friendly
atmosphere
and
lifestyle"
We
want
to
work
towards
a
strong
relationship
between
the
Rotary
Club
of
Balwyn
and
the
Camberwell
Sunday
Market
extended
community.
We
want
it
to
feel
like
more
than
just
a
market
but
a
friendly
environment
to
connect
with
other
members
of
the
wider
community.
Upon
reflection,
we
want
those
who
have
attended
the
Sunday
Camberwell
Market
to
feel
proud
that
they
are
supporting
a
local
Rotary
club
and
community,
relaxed
and
grateful
that
they
are
able
to
attend
such
a
fashionable
and
unique
event
every
Sunday
of
the
year
if
they
wish.
APPEMDIX
1
Need
Recognition
Table