| |
| |
| |
| What We're Doing | |
| |
| |
| |
| Why We Use the Campaign Planner | |
| |
| |
| |
| How We Use This Planner | |
| |
| |
| |
| What Is a Campaign? | |
| |
| |
| |
| Choose Your Client and Staff Your Agency | |
| |
| |
| |
| Pick a Brand, Any Brand | |
| |
| |
| |
| Monster Energy Drink | |
| |
| |
| |
| Calloway Golf Equipment | |
| |
| |
| |
| Public Broadcast System | |
| |
| |
| |
| Napster Online Music | |
| |
| |
| |
| Your Local Business or Service | |
| |
| |
| |
| What Job Do You Want? | |
| |
| |
| |
| Agency Roles | |
| |
| |
| |
| Agency Rules | |
| |
| |
| |
| Your Profile and Agency Preference | |
| |
| |
| |
| Developing Agency Relationships: Team-Building Activities | |
| |
| |
| |
| Keeping Track: Agency Meeting Rosters | |
| |
| |
| |
| Agency Meeting Rosters | |
| |
| |
| |
| Meeting 1: Organize your agency | |
| |
| |
| |
| Meeting 2: Prepare the | |
| |
| |
| |
| Meeting 3: Complete the situation analysis | |
| |
| |
| |
| Meeting 4: Identify audience segment and competition | |
| |
| |
| |
| Meeting 5: Allocate the budget and position the brand | |
| |
| |
| |
| Meeting 6: Set communication objectives and brand message | |
| |
| |
| |
| Meeting 7: Determine creative strategies | |
| |
| |
| |
| Meeting 8: Set media objectives | |
| |
| |
| |
| Meeting 9: Create promotional activities | |
| |
| |
| |
| Meeting 10: Establish evaluation criteria and choose presenters | |
| |
| |
| |
| Meeting 11: Assemble plans book and rehearse presentation | |
| |
| |
| |
| Meeting 12: Rehearse the presentation and evaluate your efforts | |
| |
| |
| |
| Agency Evaluation and Final Report | |
| |
| |
| |
| Ten Steps to Building a Great Campaign Plan | |
| |
| |
| |
| It's the Planning, Stupid! | |
| |
| |
| |
| Step 1: Conduct the Situation Analysis | |
| |
| |
| |
| Step 2: Profile the Consumer Segment | |
| |
| |
| |
| Step 3. Analyze the Competition | |
| |
| |
| |
| Step 4: Allocate the Budget | |
| |
| |
| |
| Step 5: Establish a Brand Positioning Strategy | |
| |
| |
| |
| Step 6: Determine the Communication Objectives and Advertising Message | |
| |
| |
| |
| Step 7: Develop the Creative Strategy | |
| |
| |
| |
| Step 8: Set Media Objectives and Strategies | |
| |
| |
| |
| Step 9: Create Rewarding Promotions | |
| |
| |
| |
| Step 10: Set Evaluation Criteria | |
| |
| |
| |
| Campaign Aids and Activities | |
| |
| |
| |
| Research Aids | |
| |
| |
| |
| Web sites | |
| |
| |
| |
| Survey instruments | |
| |
| |
| |
| Survey tally sheet | |
| |
| |
| |
| Helpful Hints | |
| |
| |
| |
| Tips for Planning an Event | |
| |
| |
| |
| Tips for Selecting Sponsorships and Partnerships | |
| |
| |
| |
| Tips for Writing a News Release | |
| |
| |
| |
| How to Ask for the Order: The Art of Presenting | |
| |
| |
| |
| Why we present and who we present to | |
| |
| |
| |
| Use your memory or PowerPoint | |
| |
| |
| |
| Use an easy-to-follow format | |
| |
| |
| |
| Some of the best ways to open | |
| |
| |
| |
| Overall | |
| |
| |
| |
| To avoid surprises, always rehearse | |
| |
| |
| |
| Must-do rules for success | |
| |
| |
| |
| Xtracredit Assignment | |
| |
| |
| |
| Information Interview | |
| |
| |
| |
| Books to Read | |
| |
| |
| |
| Preparing the Plans Book | |
| |
| |
| |
| Putting It All Together: Preparing the Plans Books | |
| |
| |
| |
| Student Example: Toni&Guy Plans Book | |
| |
| |
| |
| Situation Analysis | |
| |
| |
| |
| Personal Care Industry | |
| |
| |
| |
| Company & Brand History | |
| |
| |
| |
| Product Evaluation | |
| |
| |
| |
| Competitive Analysis | |
| |
| |
| |
| Consumer Evaluation | |
| |
| |
| |
| Swot Analysis | |
| |
| |
| |
| Goals & Objectives | |
| |
| |
| |
| Marketing Objectives | |
| |
| |
| |
| Communications Objectives | |
| |
| |
| |
| Budget | |
| |
| |
| |
| Creative Brief | |
| |
| |
| |
| Media Plan | |
| |
| |
| |
| Media Objectives | |
| |
| |
| |
| Media Strategy | |
| |
| |
| |
| Sales Promotion Recommendations | |
| |
| |
| |
| Public Relations Recommendations | |
| |
| |
| |
| Database Marketing Recommendations | |
| |
| |
| |
| Campaign Evaluation | |
| |
| |
| |
| References | |