Your team will be given a company marketing objective and stated target market. You will develop a campaign concept and from it a slogan, promotion, print ad, and social media plan. Another team will be given the same objective. Your plans will be rolled out to our class and voted on to determine a winner. Good luck!
Step One – develop your campaign concept. Using descriptive words that evoke emotion, describing your campaign so the objective connects to the target market.
Step Two – Develop your slogan. This should be a reflection of your campaign concept.
Step Three – choose and develop one (only one) consumer promotion.
Step Four – Develop a social media plan that is interactive, engaging the target market become interactive, resulting in the use of the chosen consumer promotion. A community building hash tag is recommended.
Step Five – Build a print ad (use PowerPoint) to promote your campaign. Elements may include a headline, copy, illustration, signature and call-to-action.
Grading – 30 points possible
Exceeds = 10, Above = 8-9, Meets – 7, Below = 5-6, Not completed = 0.
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Individual Participation
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Project Excellence
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Presentation

Seattle Ride the Ducks Tour.
The business suffered a horrific accident this past summer and has been closed.
It will reopen this summer. Your objective is to re-engage the tourist market both locally and nationwide to build trust that the tours are safe while maintaining their sense of fun.
Target Market – travelers from across the country and locally. Most are middle to upper middle class. Socially this is not the upper crust crowd, but typical Americans.
Wendy’s.
The business has a firm standing as one of the more successful fast food franchises in America. The objective here is to gain market share in the breakfast market, where McDonald’s dominates the space.
Target Market – on-the-go workers, typically the suburban commuter. Primary target market is female, 25-45 working with their career as their primary personal objective.
Emerald Downs.
The business wants to increase attendance at their race track and build a much more consistent attendance.
Target Market – Millenials. This group, ages 25 – 35 is tech savvy and beginning to see success in their careers. They want control in their life. Many are starting families, but may have waited. Typically, if married, are in dual income relationships.
Harley Davidson.
This business has boomed over the past 20 years appealing to Baby Boomers. The objective with this campaign is to increase sales to a younger generation. Doing so will ensure Harley Davidson’s market dominance for the next 30 years.
Target Market – Professionals ages 30 – 49 with upper middle+ income levels. Psychographically this market values freedom and loves their country and its wide open spaces. However, they are likely to live in an urban or suburban setting.
Disneyland/California Adventure.
A very mature business, Disney is looking for a specific objective, that being to increase their spring break attendance from the Northwest (Seattle and Portland) market.
Target Market – primarily families in the middle to upper income bracket with children in school, up to age 17.
Sharpie.
The dominant color marker in the world, Sharpee sees the school market as a big opportunity and looks to increase its sales of multi-color packs for secondary students (grades 7-12).
Target Market – students ages 12-18 who seek excellence in their education, specifically looking for an edge.
Income levels are not a strong factor. Additionally, involved parents, particularly those in upper middle economic class who are deeply involved with their children.
REI.
The business is looking to promote its active outdoor winter products to a younger audience with the goal of establishing a new generation of customers.
Target Market – Ages 16-25 in the upper middle income bracket. Urban, suburban. Active, but likely not in school activities. Psychographics: the market is strong and independent minded.
Twizzlers.
The business wants to differentiate itself from its main competitor Red Vines as the new, hip, coolfor-youth brand.
Target Market – Youth ages 10-22. This is a nationwide campaign where the perceived purchaser is the consumer. In other words, market to the kids themselves, not the parent.