MKTG PLAN

Marketing 4200 Final Project Option 2

Spring 2021

Provide a complete advertising campaign for the annual Ronald McDonald House (RMH) A Few

Good Men and Women gala to complete the following goal.

Ronald McDonald House A Few Good Men and Women gala is looking to work with CSUSB

student(s) for the social media campaign for this year’s gala, to be held at Agua Caliente in the

fall. (last year’s RSVP link), Student(s) would be working with RMH’s planning committee and

IT department for their work on determining the best platforms (Facebook, Instagram, Twitter,

Tic Toc, etc. as appropriate) for the gala.

Need to be aware that COVID could still be an issue in the Fall and plan accordingly. The

campaign will start in May and run through September 2021. The project can be worked on in

teams of two if the students desire. The interested student(s) may have the opportunity to work

on the campaign through September meeting some major players at the Ronald McDonald House

experiencing the non-profit environment with lunch one day.

Alternative Media - You will need to use alternative media along with social media. Many do

not properly understand alternative media (use the book and Google). Social media is not

alternative it has been around for a while. Alternative media are new ideas of where to put a

message, hopefully you will think of a new media idea. For example, caps were new media

when brands first started printing logos on the backs of baseball style caps. Found that people

saw the back not the front of hat more often.

Coupons and discounts are a liability (accounting class) if you use them you need to determine

the percentage that will be redeemed, add the cost to your budget, and understand they reduce

profits.

Sample Outline of Minimum Requirements for Advertising Project

Problem

• Advertising Communication Problem Characteristics and Goals • Example: Coachella Valley lack of awareness of Ronald McDonald House A Few

Good Men and Women

Audience

Who will this message be targeted to? Remember to narrow the Target Market since you will be

paying for all the audience members you choose. You could have a primary, secondary, and

even a tertiary market.

You need to understand your target markets unique experiences and lifestyle they are currently

living and aspire to live.

Demographics:

• Age – provides customer history • Gender –

• Marital Status – Family Life Cycle • Income – individual, household • Education – Social Status • Employment – Type of • Add the references and additional data

Psychographics:

• Personal and group activities they are involved with • How do they spend their time away from work

• Work days and non-work days • How they feel about news, politics, business, advertising, there country, and the world • Add the references and additional data

Solution

Advertising Communication Recommendations

• Creative Strategy • The “Big Idea” • The Strategy • The Tactics

• Message • Type of Message and Creative Elements

• Message – the message creativity that provides something different that gets the attention of the Target Market

• Action – the “the call to action” push/motivate to listen/watch • Visual – how will the text and/or graphic message visually and mentally

connect

• Sample of message. • Mandatory inclusions • Script • Layout • Visuals • Your sample advertisements

• Media Flight Plan (Sample Plan provided in Blackboard) • The Mediums and Vehicles recommended with justification • Major media not use justification • Estimated costs per spot and campaign • Media frequency by flight plan calendar • Total Costs

• Promotions • What promotions will you use to gain the needed attention of your target market • Provide an explanation of each promotion • How will the promotion gain customer Interaction and Action • Show promotions on Media Flight Plan

• Measurement • How will you prove advertising and promotion effectiveness?

• What are your Benchmarks • How and What will measure be measured

Conclusion

• Should be less than a page

• Overview of the problem, your solution, expected results, and “ask for account”

References

• APA Style Appendices

• Additional data

• Samples

• Etc.