For ESSAYSTAR Length: Please write your response in essay format and/or point form as appropriate and limit your response to 3 pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix.

Assessment: This part of the assignment will be assessed using the following criteria: Depth of insight and analysis Comprehensiveness of the recommendations Use of marketing concepts and analysis to support the recommendations Choose one of the 4 vineyards listed below and assume the role of the director of marketing and think about how to improve upon their current level of success. You will need to do some research on the Internet to gather additional information about the organization. Chaberton Winery (http://www.chabertonwinery.com/), Beaufort Vineyard and Estate Winery (http://www.beaufortwines.ca/) Kalala (https://www.kalala.ca/) Hester Creek (http://hestercreek.com/) You will need to do some research on the Internet to gather additional information about the organization. Develop a Communication Brief for the next phase of your chosen vineyard’s branding strategy, for one target audience that you think is important to their growth. Describe each element in the Communication Brief and provide a rationale for each of your recommendations using consumer behaviour insights, marketing concepts, and analysis. Assume that you have a $100,000 budget to develop an Integrated Marketing Communications plan. In your Communication Brief describe and provide a rationale for each of the following points: Target audience profile (5 points) Communication objective(s) (5 points) Overall communications strategy (5 points) Positioning (describe and illustrate with a map) and key messages (5 points) Communications tactics (5 points) Communications mix to support your strategies (5 points) Suggestions for creative concept and execution (5 points) Budget allocation (how much money you will allocate to different elements of the communications mix and why) (5 points) Describe the actual or perceived value created for the target audience. Explain what leads you to this conclusion. (5 points)