The SOSTAC planning framework (Smith and Taylor)

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In no more than 2000 words and using the SOSTAC planning framework
(Smith and Taylor) write an integrated marketing communications campaign
based on launching a new product or service (this does not need to be a
real product or service) for a company of your choice (Please use
Rightmove PLC) based in the UK.
More specific details regarding the assignment – when engaging with the
task all elements of the SOSTAC framework should be considered with the
ability to implement the campaign being crucial to gain a good mark (and
not just covering the headings).

The SOSTAC planning framework (Smith and Taylor)

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Situation Analysis;
Market trends, current marketing communications strategy & performance,
PEST factors, etc. Must be driven from the consumer behaviour (high/ low
involvement)
Marketing Objectives;
SMART objectives, AIDA model ATR etc.
Strategy;
Appropriate for the IMC challenge. STP? IMC evidence. Expect Fill’s 3Ps
(push/pull/profile)
Tactics –Communication Plan
Objectives, promotional tool selection, media selection, timings,
creative positioning and message. Creative strategy (IMC) –brief,
feasibility and originality of creative concepts
Action;

The SOSTAC planning framework (Smith and Taylor)

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Implementation, project management, Critical Path, Gantt Chart etc .
Full costing required of solutions
Control;
Identification of resources and budget/project control including
marketing research and its objectives
Project Management;
Structure, written expression, accuracy of Referencing, reading,
application of theory and relevant frameworks, recommendations well
justified, presentation and assignment length.
Appendices must not exceed 15 pages.
Main reference book used is ‘Fill and Turnbull (2016); Marketing
Communications, 7th edition.’

The SOSTAC planning framework (Smith and Taylor)

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