Marketing Assignment 1 and 2
Jayzee545
Marketing_Assignment_2_Template.pptCompany: Enter Company name here
Campaign: Enter Campaign name here
Product or Service: Enter Product or Service name here
Marketing Director: Enter Student Name here
Chief Marketing Officer: Enter Professor Name here
Submitted on: Enter Date here
CAMPAIGN PROPOSAL
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Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose? Write a full paragraph.
Replace this box with Logo or Photo representing your Product or Service.
KEY FEATURES
Enter Description:
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Instructions: Name and describe at least three key features of your product or service.
| Feature Name | Description of Feature |
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use the five SMART elements to create a detailed description of each goal.
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SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness
- Description: Ensure 80% of target segments become aware of the offering within 6 months of launch.
Goal: Growth in market share
- Description: Capture at least 3% of the product’s category share from competitors within Year One.
Goal: Add new accounts or relationships
- Description: Increase requests for quotes (in value terms) by 10% in Year One and by 25% in Year Two.
| Marketing Goal | SMART Description (Specific, measurable, achievable, relevant, time-bound) |
| Marketing Goal 1 | |
| Marketing Goal 2 | |
| Marketing Goal 3 | |
| Marketing Goal 4 | |
| Marketing Goal 5 |
SAMPLE GOALS
- Build brand awareness
- Increase in number of items sold
- Growth in market share
- Capture a new target market
- Increase overall company revenues
- Increase donations to organization
- Add new accounts or relationships
- Improve ROI on advertising expenditure
- Enhance the company’s image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Response:
DIFFERENTIATION of your BRAND
Response:
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors.
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What are the key characteristics of your target audience?
How will you differentiate your brand from the competition?
| COMPARISON | COMPANY & PRODUCT/SERVICE | COMPETITOR 1 | COMPETITOR 2 |
| NAME of COMPANY and NAME OF PRODUCT/SERVICE: | Response: | Response: | Response: |
| KEY FEATURES and BENEFITS: What are the top features of the product, from the customer perspective? | Response: | Response: | Response: |
| TARGET AUDIENCE: Describe the best target audience for this product. | Response: | Response: | Response: |
| COST: What is your best estimate of the cost of the product or service? | Response: | Response: | Response: |
Customer Needs and Desires
CUSTOMER NEED
What customer “need” does the product or service address? Why would a customer buy it? What value does it deliver?
CUSTOMER DESIRE
What customer “desire” does the product or service fulfill? How does it reinforce the customer’s self-image? How does it connect the customer with others?
Response:
Response:
5
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience?
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
Response:
Response:
6
Marketing Messages and Story
MESSAGES
What are the key features you need to highlight in your marketing messages for this campaign?
MARKETING STORY
What is the “story” you will use to appeal to customers in this campaign?
Response:
Response:
Response:
WORDS AND IMAGES
What words and images will you use to “frame” your marketing story in this campaign?
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Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA
Where will you advertise to reach your target audience for this campaign?
ENGAGEMENT
How will you use social media to engage your audience for this campaign?
Response:
Response:
EXPAND MESSAGE
How will you use social media to spread your marketing message widely in this campaign?
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| Social Media Channel | Universe Size | Ideal Demographic(s) | Cons of Channel |
Marketing Metrics and Budget Allocation ($1MM)
HOW WILL YOU ALLOCATE THE $1MM BUDGET FOR THIS CAMPAIGN? (NOTE: YOU MUST SPEND THE FULL $1MM)
A Minimum of 75% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below with your own budget items.
For Metrics, consider these questions: How will you measure your campaign’s performance? What are the key data items you need? How frequently will you collect these data items? What metrics will you calculate, based on the campaign data?
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| Marketing Category | Budget | % | Type | Why This Category? | Metric Calculation | Frequency of Data Collection |
| $300,000 | 30% | Digital | With target age of 50….. | What Metric(s) can be calculated with this data? | Weekly | |
| $100,000 | 10% | Digital | Twitter and Facebook….. | What Metric(s) can be calculated with this data? | Daily | |
| $250,000 | 25% | Digital | Because the buyers … | What Metric(s) can be calculated with this data? | Monthly | |
| Radio | $100,000 | 10% | Traditional | We will focus our radio efforts …. | What Metric(s) can be calculated with this data? | Bi-Monthly |
| Outdoor Billboards | $150,000 | 15% | Traditional | For billboards….. | What Metric(s) can be calculated with this data? | Quarterly |
| TOTAL | $1,000,000 | 100% |
Conclusion
BENEFITS OF THE PROPOSED CAMPAIGN
Describe the short term and long term benefits of a successful campaign
REASONS TO ENDORSE THE PROPOSAL
Specify the reasons why the executive team should endorse your proposal
Enter description:
Specify reasons:
Conclude your presentation:
THANK YOU!
Thank your audience and invite questions
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References
- References list (Sources) should reflect 7 weeks of learning and content, including textbook readings, articles, lectures, and external content you found in your research.
- You may add an extra References slide if needed
- Note that your References slides do not count towards the total of 15 slides
