Word limit:

Minimum: 3,000 words Maximum: 4,000 words
(excludes tables, graphs, diagrams)

Section

Sub Section
(where applicable)

Focus and Sportsgirl-specific guidance

Executive Summary

– Summarise the entire plan succinctly in under 1 page. Include: the circular economy challenge from Assessment 2, the strategic goal, target audience, selected campaign name, key strategies/tactics, implementation priorities, expected sustainability/business outcomes, KPIs and risk considerations. – – Make clear that the plan builds from Sportsgirls circular economy challenge, not a new unrelated issue.

– This part should be done last.

Introduction

– Describe the business challenge identified in Assessment 2: Sportsgirl needs a stronger circular economy model beyond limited resale, including take-back, repair, recycling and/or donation pathways.

– Explain the business problem as well as the sustainability problem: circularity must reduce post-consumer waste while strengthening Sportsgirls competitiveness, customer trust and brand value.

– State the strategic purpose before discussing campaign ideas.

Situation Analysis

Internal analysis

– Evaluate Sportsgirls current sustainability practices. Include strengths such as B Corp-certified parent group, Better Cotton sourcing, ethical supplier code, RELOOP resale and national retail reach.

– Identify areas needing improvement, especially RELOOP limitations, lack of repair/recycling pathways, limited product lifecycle coverage and low visibility of circular processes.

– Also consider brand mission, positioning, tone of voice and values: the plan must feel like Sportsgirl, not just a generic sustainability proposal.

– A brief SWOT or any internal analysis framework can be included here if useful, or placed in the appendix.

Situation Analysis

External analysis

– Investigate external factors: Australian textile waste, low recycling rates, resale growth, rising consumer demand for value and proof, greenwashing scepticism, Seamless Australia/product stewardship pressures, and competitor activity.

– Use credible sources and data; do not rely only on Assessment 2 slides.

– Keep this analysis focused on insights that explain why a circular plan is needed now.

– Avoid overusing frameworks or grids without interpreting what they mean for Sportsgirl.

Target Audience

Persona

– Develop one detailed persona based on the Assessment 2 target audience. Suggested base: urban Gen Z/young professional (18-30), trend-led, value-conscious, sustainability-aware but convenience-driven.

– Include needs, wants, barriers, motivations, circular behaviour, media habits, trust triggers and purchasing behaviour.

– Distinguish primary and secondary audiences where relevant, and show how different segments may have different needs, behaviours and levels of willingness to participate.

– Secondary target can be done in appendix

Stakeholder Analysis

– Identify stakeholders in the circular model: Sportsgirl/Sussan Group, customers, store staff, logistics partners, resale platform partners, repair specialists, textile recyclers, donation/community partners, government/industry bodies such as Seamless Australia, and suppliers/design teams.

– For circularity, suppliers are especially important because product design, durability and material choices affect repairability and recyclability.

– Recommended mapping steps: (1) identify stakeholders, (2) evaluate them using clear criteria such as influence, interest, value contribution, risk and implementation role, (3) group them into stakeholder segments, and (4) develop a priority list.

– A stakeholder map can be placed in the appendix to reduce overlap in the situation analysis. (if overlap, if not, still put in main body)

Strategic Situation

Challenges and opportunities

– Outline the key sustainability challenge and the connected business problem. Connect to one or two SDGs, most likely SDG 12 Responsible Consumption and Production

– Show how landfill, low take-back participation, trust issues, weak recovery pathways and limited customer access become opportunities for Sportsgirl. – This section should lead clearly into the strategic goal of the plan.

Marketing strategies

– Identify strategies that align with both business and sustainability goals. You may build from Assessment 2, but improve the strategy rather than simply repeat it.

– Be clear about the strategic goal before listing tactics. For example, do not list tools such as QR codes, take-back bins or repair pop-ups without explaining the strategic purpose behind them.

– A strategy could be to build Sportsgirls leadership in circular retail by embedding traceability and consumer participation across the product lifecycle.

– Tactics are the actions that deliver the strategy. Ensure strategies align with Sportsgirls brand values, positioning, mission, customer appeal and future competitiveness.

Sustainable marketing campaign

Initiative

– Detail one specific campaign/initiative that brings the circular plan to life.

– The campaign must have a strong name and clear creative idea. It can focus on one strategy or touch several strategies, but the tactics should be grouped under one coherent campaign, not presented as disconnected actions.

– Possible tactics include take-back prompts, RELOOP expansion, QR/product journey content, repair/refresher partnerships, in-store displays, social content and customer incentives.

– The campaign should look and feel like Sportsgirl: youthful, stylish, accessible and desirable.

Objectives

– Set SMART objectives with numbers and timeframes. Examples: increase take-back participation from a survey baseline to a target level within 12 months; increase RELOOP/circular service awareness; improve trust score; collect a specific number of garments; increase QR/product journey scans; or divert a target share of collected garments from landfill.

– Justify objectives and outcomes: explain how the numbers were estimated using benchmarking, campaign comparisons, similar fashion/beauty cases, or stated assumptions. Example: if 10% of 80,000 Instagram followers engage, the plan can forecast 8,000 engagements/impressions.

Creative elements

– Explain campaign message, slogan, visual identity, tone, channels and customer touchpoints.

– Ensure creative elements match Sportsgirls youth-oriented fashion identity, aesthetic and tone of voice.

– Show how the campaign makes circularity feel easy, stylish, credible and rewarding.

– The campaign should make Sportsgirl not only more sustainable, but also more desirable to the target audience.

Implementation plan

– Provide a practical timeline with phases, responsibilities and resources. Include pilot phase, staff training, partner setup, launch, communication, in-store execution, digital tracking and review.

– Assign responsibilities such as marketing team, store managers, sustainability lead, technology partner, logistics partner and recycling/repair partners.

– Include feasibility details: key partners, technology or platform needs, staffing requirements, resources required and how the campaign can be scaled.

Monitoring and evaluation

– Establish clear metrics. Include business metrics (repeat engagement, resale listings, loyalty activity), customer metrics (awareness, trust, participation rate, QR scans), environmental metrics (garments collected, repaired, resold, donated, recycled, recycling rate, landfill diversion and carbon footprint if measurable), and stakeholder metrics (partner performance, staff training completion).

– Always state how outcomes will be measured, such as social analytics, QR scan data, surveys, user-generated content volume, loyalty activity, store collection data or partner reports.

Budget

– Detail financial requirements and justify each expenditure in terms of expected sustainability outcomes.

– There is no fixed budget limit, but the budget must be feasible, reasonable and supported by assumptions.

– Include possible costs for creative production, paid media, in-store materials, staff training, QR/product journey technology, logistics, repair/recycling partners, incentives and evaluation.

– Each cost should answer: what will this cost, why is it needed, who/what partner is required, and what sustainability or business outcome does it support?

– See the example budget table in the attachment for the expected level of justification.

Risk management

Risks and mitigation strategies

– Identify risks such as low customer participation, greenwashing perception, partner capacity issues, data accuracy problems, staff confusion, high logistics costs, poor garment quality, privacy concerns and budget overruns.

– Provide practical mitigation strategies for each.

– Risk management should show realism: what could go wrong, how likely/severe it is, who is responsible, and how the plan will respond.

References

– Include all sources of information and data used in your plan, following RMIT Harvard referencing style.

– Please aim for around 20-25 high-quality references if possible, with a good mix of course materials, academic journal articles, literature reviews, industry reports, Sportsgirl webpages, competitor websites, government/regulatory sources and credible market data.

– Reference all statistics, frameworks, campaign benchmarks, budget assumptions and visuals.

Appendices

– Provide supporting documents, data charts, persona details, stakeholder map, implementation timeline, detailed strategic plan, budget table, risk register, mock campaign assets, survey summary, SWOT analysis if used, and any additional relevant information.

– Include your unedited AI prompts and responses where required. Use appendices to support the main argument without overcrowding the body of the report.

Criteria

Marks

High Distinction focus for this Sportsgirl plan

Strategic Application of Sustainable Marketing Principles
CLO1, CLO4

5

Exceptional application of sustainable marketing principles; initiatives advance environmental and ethical practices and create clear value for customers, business partners, community and government/industry stakeholders.

Analysis and Identification of Sustainability Challenges
CLO3

10

Exhaustive internal/external analysis with nuanced, data-driven insights into Sportsgirls circular challenge, RELOOP limitations, market waste, consumer barriers, competitors and regulation.

Design of Marketing Strategies and Campaign
CLO4, CLO5

15

Comprehensive, innovative and feasible strategies/campaign aligned with Sportsgirls sustainability goals, clearly linking theory with practical circular solutions.

Implementation and Evaluation
CLO5, CLO6

15

Exceptional implementation plan with timeline, responsibilities, budget, risks and robust metrics that measure sustainability, business, customer and stakeholder outcomes.

Presentation and Articulation of the Plan
CLO6

5

Professional, clear, well-structured report with strong visuals/tables, accurate referencing and polished writing.

IIMPORTANT FYI PLEASE READ

• This assignment builds on my previous group Assessment 2, where we researched Sportsgirls circular economy challenge and proposed initial strategies in a 6-minute presentation.
• You may reuse key insights from the A2 slides (consumer insights, gaps, competitors, strategy directions, etc.) as inspiration, but this report must develop them much further.
• Your campaign idea, analysis, implementation plan, stakeholder strategy, KPIs, budget, risk management, and evaluation should be significantly more detailed and realistic.
• Write this as a professional consultant report developed from scratch – do NOT mention or refer to Assignment 2 inside the report body.
• Do NOT use fake references, fake statistics, or unverified sources. Double-check all evidence carefully.
• Avoid relying on AI-generated writing. The university checks AI usage very strictly. If AI is used for support, include unedited prompts/responses in the appendix.
• Use visuals where relevant (charts, stakeholder maps, frameworks, timelines, diagrams, etc.) to improve clarity and professionalism.
• Use the appendix for supporting materials that are useful but not critical to the main report (extra charts, raw data, AI outputs, detailed maps, etc.).
• A2 + transcript and ref list/survey appendix, supporting materials, and a budget example from class will be attached for context only.
• Please refer to the attachment for a more detailed guide with examples, framework suggestions, information from A2 this is important to view as it will help the assignment
• Please, within 24hours develop a draft for this and send it over to align our ideas!