PROMOTIONAL CAMPAIGN PROJECT

OVERVIEW
This promotional campaign project will give you the opportunity and responsibility to
develop a professional advertising campaign for a product of your choice. The campaign
will be completed in two phases that will be handed in for review and suggestions during
the semester. The entire campaign will be due on the last class period. You will work
with 2-3 classmates and each group will prepare a written report and brief presentation
during the semester. Peer evaluations will be given out after phase one and at the end of
the semester.
The promotional campaign should span a one year time period. You should recommend a
budget for the campaign that will be optimal in order to satisfy your objectives.
Preliminary Research Needed
Secondary Research
ach group will conduct secondary research to gain an understanding of industry trends
and the product category! the market "and how it is segmented#! competition! the potential
target audiences! and their decision making process. You will be able to access a variety
of secondary sources on line and through the $%&'' library.
'ome recommended sources include(
http())www.library.umass.edu)subject)business)mktg*22.htm
This site includes resources compiled by %ike +avis! our
,usiness -eference .ibrarian. This is a great place to start.
'immons 'tudy of %edia and %arkets "/00*# 1 demographics
.ifestyle %arket &nalyst "psychographic information#
ncyclopedia of &merican 2ndustries "trends#
'tandard -ates and +ata
%arketers 3uide to %edia
2nfotrac
.e4is-5e4is
2nternet)6eb sites of your company and competitors
ncyclopedia of %ajor %arketing 7ampaigns
2n addition! if you are not able to obtain secondary information on your potential target
audience and their decision-making behavior! you will want to conduct primary research
of your own. This will involve data collection either through interviews, surveys, and/or
focus groups.
Consultation
+uring the campaign work phases when you are given time to meet with your group! 2
will be available to answer 8uestions! provide feedback! and offer suggestions. Please use
this group time wisely. Your participation in these group sessions will be reflected in your
class participation grade and campaign grade. 2f you need additional help outside of class
time! feel free to see me during my office hours or set up a special appointment. You can
also address 8uestions to me via email.
Length of the Campaign
Your entire campaign should not e4ceed 9: pages in length "including te4t! tables!
references! and creative materials#. This page limit will lead you to focus on the 8uality of
your campaign and not on the number of pages you write. You may find it useful to
summari;e some of the information gathered in your 'ituational &nalysis in charts or
tables to enhance the organi;ation and clarity of your campaign. & couple of charts may
save you several pages of writing. 7harts or tables may also be used in the 'ituational
&nalysis! %arketing and Promotional Plans and are necessary in the %edia Plan. The te4t
of the campaign should focus on interpreting the information you gather! on your
strategies! and rationale.
Grading
The written campaign and presentation represents 3:< of your course grade. 2t is
e4pected that each group member will contribute e8ually to the project and presentation
and receive the group=s project and presentation grades. .ack of participation on the part
of a group member will significantly affect their grade. Participation is evaluated through
the group activity reports and peer evaluations.
Grammar, Writing Style
+o not overlook the importance of your writing style and grammar in your campaign.
Your grade will be based on your strategies as well as how you convey them. 3ood ideas
get lost when they are difficult to read and understand. Poor grammar can significantly
hurt your grade while good grammar can work in your favor. 'ince you will be working
with two or three partners! be sure to read and correct each other=s work. 2f you are
responsible for writing a section of the campaign! take the time to make it flow together
"so that the campaign appears to have been written by the same person#. Your grade is
also based on your partners= work 1 so work together. >ne or more members of the
group should serve as editors. You should also consider using the services of the 6riting
7enter here in the 2senberg 'chool of %anagement. They have office hours throughout
the week.
Remember:
The most important aspect of your campaign development lies in your ability to(
/. +evelop and analy;e the available research or other information you are able to gather
2. +evelop logical objectives and strategies
3. ?ustify your objectives and strategies with information from your situational analysis
*. 7onstantly link elements of the objectives! strategy! and tactics together so that you
develop a logical unified campaign
9. Properly target and position your product
@. 4press yourself clearly
Due Dates
The campaign represents a major portion of your course grade. ,e sure to allocate an
appropriate amount of time for the creation of a logical and effective campaign. +o not
wait until the last minute to throw it all together 1 it will show up in your finished product.
ach phase of the project should be typed and handed in on the dates listed in your
syllabus. ,oth phases should be turned in on the last day of class. 2f you would like your
graded project returned to you! turn in a second copy of the project on the last day.
The deadlines are firm so plan ahead. Your time will go 8uickly.
PROMOTIONAL CAMPAIGN GUIDELINES
PHASE
SITUATIONAL ANAL!SIS
The overall goals of the situational analysis are to identify strengths! weaknesses!
opportunities! and threats in the market "a '6>T analysis relative to '>%#. 7ite specific
evidence from your research to support your conclusions. ,e as thorough and specific as
you can.
4amine a variety of situational factors in your analysis and include the following(
" In#$str%&Co'pan% O(er(ie)
+escribe the industry in which your product competes! its si;e! growth! current trends
and developments! and any key factors necessary for an understanding of the setting.
&lso provide a very brief history of the company! its product lines! sales history! target
markets! current marketing mi4 and any other factors that make the company what it is
today.
*" Pro#$+t Re(ie)
+escribe the product or service that is the focus of your campaign. 2nclude the
product=s sales history! market share! strengths! weaknesses! key benefits! brand image!
and other factors important for an understanding of the product=s or service=s
performance and place among its category competitors.
," Co'petiti(e Re(ie) an# %o$r Co'petiti(e A#(antage
6ho is the competitionA 6hat images do they convey in their advertising and
promotional materials and on their web site "if applicable# vs the image your
product)service conveysA 6hat do they promote as their distinctive competenciesA 2s
there a difference between consumers= perception of the competition and the way the
competition is promoted "their positioning strategy#A Brom your perspective and the
objective information you have evaluated! what are the actual competitive advantages of
your product)service and that of the competitionA
-" Cons$'er Resear+.
a. Mar/et Seg'entation 0 2dentify the various market segments. 7onsider the
various methods of segmenting a market including demographics! psychographics!
product benefits! usage patterns! buying behavior and decision-making
b. Potential Target A$#ien+es an# User Pro1ile - 6ho are the potential target
audiences for this CproductD or CserviceD "consider potential users! actual users!
initiators! influencers! decision-makers! purchasers#A +evelop a user profile that
highlights the demographic! psychographic! and behavioral characteristics of
potential users.
c. Cons$'er De+ision Pro+ess - +escribe how the consumer decision process
works in this conte4t. Eow is the decision madeA 4plain what factors would
motivate this purchase! the search process! what attributes might be important at
the alternative evaluation stage! the degree of problem solving! etc. 6hat e4ternal
factors might influence consumers= decision making process for this product or
service such as culture! subculture! social class and reference groupA 6ho is the
ultimate decision- maker and who are the influencersA 6hat are the demographic!
psychographic and behavioristic factors that influence the buying decisionA 2s
buying behavior characteri;ed by e4tended or limited problem solvingA 2s the
product)brand a high involvement or low involvement purchaseA 6hat types of
information needs do the potential target audiences haveA 6hat information
sources do they presently useA 2n short! what are the key factors that influence
buyer behavior for this product or serviceA
-" Co''$ni+ations an# Response Pro+ess 1or t.e Pro#$+t
Eow would you classify the product or service you chose with respect to the
classification used by the Boote! 7one F ,elding planning model presented in Bigure
9-G in your bookA 6hat are the implications of this classification for planning your
advertising and promotional program for your product or serviceA
6hich of the response hierarchy models discussed in the chapter is most applicable
for your product or serviceA 'pecify the various stages in the response process
through which consumers will have to pass before purchasing your product or service.
MAR2ETING AND ADVERTISING PLAN
/. Mar/eting O34e+ti(es 5 'pecify marketing objectives for the campaign. 7onsider
sales or market share objectives! and pricing! distribution! and promotional objectives.
2. Target A$#ien+es 1 2dentify primary and secondary target audiences and justify with
information presented in the situational analysis. +escribe the demographic!
geographic! psychographic! and behavioral characteristics of your target audiences as
much as possible. Your target audiences may be a subgroup from the user profile
and)or a totally different group.
3. Positioning Strateg% 1 Eow will you position your product to your target
audience"s#A
+evelop a positioning state'ent that highlights your product=s differential
competitive advantage "and distinguishes your product from the
competition#.
+evelop a per+ept$al 'ap depicting how your product is perceived relative
to the competition on attributes considered most important by your
target audience"s#. 'uggest how you want to position or reposition
your product on this perceptual map. 'upport with information
presented in your situational analysis
*. Co''$ni+ation O34e+ti(es 0 +evelop a realistic set of communication objectives
consistent with the marketing objectives. 'tate communication objectives in terms of
t.e response .ierar+.% you identified earlier and relative to your target audience"s#.
Your objectives should be specific and measurable. +escribe how your objectives
have evolved from the marketing and promotional situational analysis you conducted
for your product or service. +o your objectives satisfy the criteria specified by the
+&3%&- modelA
9. Co''$ni+ations Mi6 1 'tate the communication task ahead.
+escribe your integrate# 'ar/eting +o''$ni+ations plan and how it will address the
objectives you set. -ecommend a plan that will allow you to efficiently and effectively
achieve your marketing and communications objectives "recogni;ing that your client=s
resources are not unlimited#.
+iscuss some of the options you are considering for the three major
communications variables of source! message! and channel or medium.
6ho will be the source or communicator for your advertising campaign
and what is the rationale for this choiceA 6hat type of message are
you considering using for your campaignA 6ill any of the message
structures or types of appeals discussed in the chapter be relevant to
your campaignA &naly;e the various channels that might be used to
communicate with your target audience and the likely effectiveness of
each with respect to moving your target audience through the stages of
the response hierarchy and to purchasing your product.
6hat communications vehicles does your agency recommend to reach the
target audience"s#A 6hat vehicles will be most effective in reaching
your target audience"s# and communicating the client=s messageA
7onsider a#(ertising7 p$3li+it% 8press releases97 intera+ti(e 'e#ia7
#ire+t 'ar/eting7 sales pro'otion7 personal selling! etc. Your
recommendations might include enhancements to what the client is
presently doing and)or totally new communications efforts. ?ustify
your choice of communications vehicles for each target audience"s#.
,e sure to e4plain why the vehicles selected will be most effective and
efficient in reaching the target audience"s#. +escribe which target
audiences are being reached with each communications vehicle and the
geographic reach of your recommended vehicles.
+escribe how your communications mi4 will meet your communications and
marketing objectives. 6hat is the message you will convey in each
communication vehicleA
@. :$#get Re+o''en#ation 1 -ecommend a budget to your client for the test markets
you will enter or the national campaign you will run. Your budget should be based on a
determination of what it will take to reach your marketing objectives and your proposed
communications objectives "the objective and task method#. 4plain specifically how you
arrived at your budget recommendation. +escribe how you plan to allocate your budget
to each communications vehicle and target audience and justify. Eow would you allocate
the recommended budget over the life of the promotional campaign "a one year time
frame#A ?ustify all of your strategies. &s you recommend a budget! keep in mind that
your client=s resources are not unlimited.
PROMOTIONAL CAMPAIGN GUIDELINES
PHASE *
CREATIVE PLAN
/. Creati(e O34e+ti(es 1 6hat are your message strategy objectivesA 'ome
common message strategies are promoting recall of the brand name! creating brand
preference! invoking a particular type of direct response! creating a particular
brand image! etc. Your objectives should be consistent with your marketing and
communication objectives and positioning strategy.
*" Creati(e Strateg%
Cop% Plat1or' 0 +evelop a copy platform that contains the basic creative
strategy for your advertising campaign. 6hat is the advertising campaign
theme you have chosen for your product or serviceA +escribe your C,ig
2deaD and provide support for it. The big idea creates an identity! positions
the brand! is distinctive! holds an audience=s interest! defines the look and
feel of the brand! synthesi;es product attributes and relates the value of the
brand. ,e sure that this follows from your positioning strategy.
+escribe the product features that will be emphasi;ed in your promotions
and the benefits your target audience will receive from these features. ,e
sure to convey both features and benefits in your promotions.
'pecify the a#(ertising appeal an# e6e+$tion st%le that will be used to
implement your ad campaign. 'pecify whether you plan on using a
rational or emotional appeal or a combination of the two. 6hat specific
type of advertising e4ecution techni8ue will be used to present your
appealA Provide some rationale for the creative appeal and e4ecution
approach you plan to use. 6hat specific tactical elements will be important
in developing your print and broadcast messageA 6ill the creative
approach satisfy the guidelines discussed at the end of 7hapter 0A
6hat will your CsloganD beA 7onsider a short phrase that will help
establish an image! position! or identity for the brand! and increase
memorability.
+escribe the methods you will use to achieve your objectives.
4. >bjective( Promote ,rand -ecall
%ethod( -epetition 1 repeating the brand name within the copy of all
print communications including press releases! direct mail letter! the web
site! etc.
Prepare your creative e4amples to the best of your ability
MEDIA PLAN
" Me#ia O34e+ti(es
+escribe your media objectives in terms of(
-each of your target audience"s#
Bre8uency of e4posure desired
3-Ps
7ontinuity of your message "continuous! flighting! pulsing#
3eographic scope of your promotions
*" Me#ia Strateg%
Present your integrated marketing communications program including the
primary media! secondary media! and promotional tools "sales promotion
and publicity# you will use
'pecify specific vehicles "e.g. specific maga;ines! newspapers! TH stations
or programs! radio stations! etc.#
+escribe your general approach to scheduling over the year. +raw up a
monthly schedule of your reach! fre8uency! 3-Ps! and continuity over the
year for each media.
2ndicate how your budget will be spent over the course of the year and
monthly e4penditures re8uired to obtain your level of reach! fre8uency! and
3-Ps. 'how your work so that 2 can see how you arrived at your figures.
'how your proposed spending on each promotional vehicle for each month
and over the course of the year. &gain! show your work so that 2 can see
how you arrived at your figures.
E;ECUTIVE SUMMAR!
t the beginning of your !ritten report7 in+l$#e a t.ree page s$''ar% o1 %o$r
+a'paign" T.is s$''ar% s.o$l# in+l$#e a s%nopsis o1 %o$r sit$ational anal%sis7
'ar/eting an# a#(ertising plan7 +reati(e plan an# 'e#ia plan"