Description You are a Director of Marketing at a Fortune 500 company (Apple). The Chief Marketing O ...
Description You are a Director of Marketing at a Fortune 500 company (Apple). The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign Your audience for the presentation will be the CMO and members of the company’s executive team. As high-level decision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign. The company is Apple and the service for this campaign slidedeck is AppleCare+ for iPhones that covers lost or stolen devices. UNFORMATTED ATTACHMENT PREVIEW 1 CAMPAIGN PROPOSAL Company: 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: Submitted on: Enter Professor Name here Enter Date here 2 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. Enter Description: Replace this box with Logo or Photo representing your Product or Service. KEY FEATURES & BENEFITS Instructions: Name and describe at least three key features of your product or service. Feature Name Description of Benefit “Click to Order” capability Allows end-user to submit order updates in real time reducing shipping delays and mistakes by 15% 3 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. Marketing Goal Marketing Goal 1 Marketing Goal 2 Marketing Goal 3 Marketing Goal 4 Marketing Goal 5 SAMPLE GOALS SAMPLE SMART DESCRIPTIONS • 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 Goal: Build brand awareness SMART Description (Specific, measurable, achievable, relevant, time-bound) • 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. 4 Target Audience and Competition TARGET AUDIENCE DESCRIPTION What are the key characteristics of your target audience? Response: DIFFERENTIATION of your BRAND How will you differentiate your brand from the competition? 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. 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: PRICE: What is your best estimate of the cost to be charged for the product or service? Response: Response: Response: 5 Customer Needs and Wants CUSTOMER NEED What customer “need” does the product or service address? What value does it deliver to the customer? Why would a customer buy it? Response: Begin your paragraph with, “Customers need…” CUSTOMER WANTS What customer “wants” does the product or service fulfill? How does it reinforce the customer’s self-image? How does it connect the customer with others? Response: Begin your paragraph with, “Customers want…” 6 Customer Values and Beliefs CUSTOMER VALUES AND BELIEFS What are the core values and beliefs of your target audience? Response: Begin your paragraph with, “Customers value and believe…” BRAND CONNECTION TO VALUES AND BELIEFS How will this campaign connect your brand to those customer values and beliefs? Response: Begin your paragraph with, “Our brand connection to customer needs and values is…” 7 Marketing Messages and Story MESSAGES What are the key features you need to highlight in your marketing messages for this campaign? Response: MARKETING STORY What is the “story” you will use to appeal to customers in this campaign? Response: WORDS AND IMAGES What words and images will you use to “frame” your marketing story in this campaign? Response: 8 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? Social Media Channel Universe Size* Ideal Demographic(s) Cons of Channel * Universe size pertains to the number of users from your specific target audience that use the platform. See the Tutorial for more information and research recommendations. ENGAGEMENT How will you use social media to engage your audience for this campaign? Response: EXPAND MESSAGE How will you use social media to spread your marketing message widely in this campaign? Response: 9 Marketing Metrics and Budget Allocation HOW WILL YOU ALLOCATE YOUR BUDGET FOR THIS CAMPAIGN? Over 50% 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. Marketing Category Budget % Type Why This Category? Metric Calculation Facebook $300,000 30% Digital With target age of 50….. What Metric(s) can you calculate with this data? Weekly Because our goal is more repeat users … Twitter $100,000 10% Digital Twitter and Facebook….. What Metric(s) can you calculate with this data? Daily More endorsements will lead to … LinkedIn $250,000 25% Digital Because the buyers … What Metric(s) can you calculate with this data? Monthly To build a community on this site, we must measure … Radio $100,000 10% Traditional We will focus our radio efforts …. What Metric(s) can you calculate with this data? Bi-Monthly By knowing which radio programs our buyers prefer, we can … Outdoor Billboards $150,000 15% Traditional For billboards….. What Metric(s) can you calculate with this data? Quarterly To determine the best locations for our ads … TOTAL $1,000,000 100% 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? Why are these metrics useful? Frequency of Data Collection Why These Metrics? 10 Conclusion BENEFITS OF THE PROPOSED CAMPAIGN Describe the short term and long term benefits of a successful campaign Enter description: REASONS TO ENDORSE THE PROPOSAL Specify the reasons why the executive team should endorse your proposal Specify reasons: THANK YOU! Thank your audience and invite questions Conclude your presentation: References • Your References list should reflect 7 weeks of learning and content, including textbook readings, articles, lectures, and external content you found in your research. • You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound campaign plan. • Include a numbered list of the sources used in your presentation (the numbers indicate the order in which you used them). A well-researched assignment has at least as many sources as pages or slides. Use the number one (1) for the first source used in the paper, the number two (2) for the second source, and so on. Use the same number for a source if you use it multiple times in your presentation. • References must be included here for any content you obtained from market data or thirdparty sources. • You may add an extra References slide if needed. • Note that your References slides do not count towards the total of 15 slides. Purchase answer to see full attachment User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.
