2,000–3,000 words: Media Planning and Strategy

During the past 3 weeks, your research has yielded some interesting results about the company, brand, and target market. It is time to compile major parts of the marketing plan.

Prepare the promotional plan. As part of the marketing plan, you will be preparing the promotional plan, which will include the following:

• One interactive advertisement, using social media as the primary communication vehicle
• Write 1 brief press release announcing the product’s features and benefits. Suggest 3 media outlets where the release should appear, and explain why.
• One promotional program, such as a print or direct-response campaign. Explain the projected results of the program.
• Projected promotional budget for one year

Add this section to the marketing plan draft. Next, compile the information from the plan.

Organize the completed sections of the marketing plan. Your client is excited to take a look at the first draft of the marketing plan. Based on the research that you have gathered in Weeks 1–3, organize the plan as follows:

• Executive Summary
• Situational Analysis
• Customer Analysis
• Competitor Analysis
• SWOT Analysis
• Market Segmentation
• Product Decisions
• Pricing Strategy
• Distribution Channels
• Promotion Plan
• Media Plan