Revlon Marketing Campaign Assignment Marketing Edge Consulting Group – Edge Institute Deploying the creative strategies and methods that you learned in this workshop you are now ready to develop a Strategic Marketing Program for your business. The program should include the following elements: I. Executive Summary A. Business Goals and Objectives – Provide a brief summary of your product, the current situation you find yourself in and your company’s goals and objectives B. Marketing Objectives -­‐ Specify sales/marketing objectives for the campaign. Consider sales or market share objectives. State objectives so that they are SMART (specific, measurable, actionable, realistic and time based) (i.e., Increase sales from 5 million to 6 million; Increase market share from 15% to 20%) C. Target Audiences -­‐ Identify primary and secondary target audiences based on research conducted. Highlight the demographic, geographic, psychographic, and behavioral characteristics of your target audience. Note that your target audiences (decision-­‐makers/purchasers) may be a subgroup/influencer from the actual user profile. D. Positioning Strategy -­‐ How will you position your product to your target audience(s)? Develop a positioning statement that highlights your product's differential competitive advantage (and distinguishes your product from the competition). II. Marketing Channels & Media Mix A. Marketing Tools – Present the marketing tools/vehicles that you will use to reach the target audience(s). What tools will be most effective in reaching your target audience(s) and communicating your message? Consider advertising, publicity (press releases), social/interactive media, direct marketing, sales promotion, etc. B. Justification -­‐ Justify your choice of communications vehicles for each target audience(s). Be sure to explain why the vehicles selected will be most effective and efficient in reaching the target audience(s). Describe which target audiences are being reached with each communications vehicle and the geographic reach of your recommended vehicles. C. Specific Vehicles -­‐ Specify specific vehicles (e.g. specific magazines, newspapers, social media networks, etc.) that you will use to deploy the campaign. Ensure you present accurate/current pricing based on research. III. Creative Brief A. Message -­‐ Describe basic creative strategy/message for your campaign. What is the campaign theme you have chosen for your product or service? Describe your "Big Idea.” The big idea creates an identity, positions the brand, is distinctive, holds an audience's interest, defines the look and feel of the brand, synthesizes product attributes and relates the value of the brand. This must align with your positioning strategy. B. Benefits -­‐ Describe the product benefits that will be emphasized in your promotions. C. Slogan/Tagline -­‐ Will you have a slogan or tagline? Consider a short phrase that will help establish an image, position, or identity for the brand, and increase memorability. IV. Marketing Budget A. Total Budget -­‐ Your final budget should be based on a determination of what it will take to reach your marketing objectives. B. Allocation -­‐ Explain specifically how you plan to allocate your budget to each communications vehicle and target audience and justify. Indicate how your budget will be spent over the course of the year and monthly expenditures required to obtain your level of reach, frequency. C. Spending by Tool -­‐ Using a chart, show your proposed spending for each promotional tool for each month and over the course of the year. V. Timeline and KPI’s Overview A. Timeline/Benchmarks -­‐ Using a graph or chart, describe your timeline for implementing your marketing campaign reflecting launch dates as well as significant benchmarks/milestones over the course of the first year B. KPI’s -­‐ Explain the KPI’s (Key Performance Indicators) that you will use to measure success along the way (what are interim goals that you are looking for – i.e., 200 leads or 50% conversion of referrals to closed sales). Marketing Campaign Strategy
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