PRINCIPLES OF MARKETING MKT301 Marketing Plan Guidebook

PRINCIPLES OF MARKETING

MKT301

Marketing Plan Guidebook

MKT301 Fall

2017 Marketing Plan Guide

2

Table of Contents I. Introduction ..................................................................................................................... 3

II. Product Selection............................................................................................................ 3

III. The Process .............................................................................................................. 4

IV. General Requirements:............................................................................................. 4

V. Modules Warning..................................................................................................... 5

VI. Content for Written Plan: ......................................................................................... 5

The Written Plan ............................................................................................................. 5

The Presentation.............................................................................................................. 5

VI. Submission and Due Dates: .................................................................................... 6

VII. Component Requirements and Examples ............................................................ 6

Product description with feature and benefit analysis .................................................... 7

Part One - Product Description ................................................................................... 7

Part Two - Features and Benefits ................................................................................ 9

Part Three: SMART Objectives ................................................................................ 10

SWOT Analysis ............................................................................................................ 10

SWOT Action plan ................................................................................................... 11

SWOT Example ........................................................................................................ 11

Segmentation................................................................................................................. 13

Segmentation example .............................................................................................. 13

Integrated marketing communication ........................................................................... 17

Creative briefs: .............................................................................................................. 21

Examples or mock-ups .................................................................................................. 23

VI. References................................................................................................................... 23

MKT301 Fall


3

I. Introduction

Your marketing plan is the major project for the class and represents the largest part of

your grade. Do well on this and you will probably do well in the class. Use this guide to

plan your project and as a check list for what you submit for grading. Included in this

guide you will find examples of what is expected for each component. While your project

will benefit from following them, feel free to add your own ideas and expand on what we

have provided you.

The primary objective for this project is for you to learn some practical and applied

marketing. The principles covered in the class, and the project, can be used for many

majors and careers other than marketing.

IMPORTANT NOTE ABOUT BEING REALISTIC:

As part of the objective noted above, it is important that you keep in mind that this

project is to simulate the launch of a new firm or non-profit. Therefore, you are starting

with very little in the way of resources or assets. It is very important that you be realistic

about what your new firm has accomplished, what resources you have and the available

budget. This is NOT to be a fantasy about a make believe company! Thus, statements

such as these are not allowed:

“My firm has been endorsed by <insert celebrity name>

“Our product has won <insert award name>

“We have been named the leading product in our class”

ALL of these are false for your new company. However, all of them are things that you

might aspire to and can include in your planning.

If your instructor sees statements such as these in your assignments s/he is required

to deduct points for the assignment.

We understand that this project looks daunting and very time consuming. It is not,

providing that you follow this guide, the examples and stay current. Other than quizzes,

exams and the weekly discussions this is the majority of the course work.

Be sure that you retain a copy of your plan for your portfolio to use in interviews and

future classes, especially for marketing majors.

II. Product Selection

You will be given the option of selecting one of six options for your marketing plan

product or service. You will find those options in the PowerPoint in Module 1. Notice

that we have provided you only a very general description of the product or service. You

are allowed to select a name and to provide the details of your product. So, imagination is

MKT301 Fall


4

allowed and encouraged. Make the project your own! However, please make note of the

guidelines in the selection PowerPoint.

III. The Process

For those of you who are experienced students, you know that the common approach to

class projects is for you to procrastinate and then work like crazy on the project the day

before its due. We are not going to do that. You don’t learn much and the project quality

invariably suffers. Instead, we are going to do this the way you eat an elephant – in little

bites with some breaks.

For each of the five components, you will submit a draft on the due date. The instructor

will provide you with some verbal feedback in D2L and a verbal evaluation of 1-10. A

lower score means you have some work to do, while a higher score means you may need

nothing but a few minor corrections. If, and how, you make those corrections is up to you

based on what you want your final grade to be.

The drafts DO NOT count towards your final grade. They are for feedback ONLY.

You should not expect detailed feedback – it may be as brief as referring you back to the

requirements and this document. Grammar and spelling corrections are at the discretion

of the instructor, but note that they will count for the final grade. You are expected to be

able to write and spell at a college level at this point in your degree.

HINT: Have a study buddy proof your documents and consider an online helper such as

Grammerly.com.

Your grade will be determined by the final product you submit, which is described below.

IV. General Requirements:

General:

Collegiate level writing is expected

You should make the corrections suggested by your instructor

Well organized and professionally formatted

NO spelling, grammar or punctuation errors

Submitted as ONE Word document to D2L (Be sure you use the Chalk and Wire

folder)

Plan Checklist:

Cover page

Flyleaf (optional) - just a place for art, pictures, images – not required, but nice

Table of Contents

Executive Summary (should also serve as your Introduction)

MKT301 Fall


5

Description Feature and Benefit Chart

o Includes feature and benefit chart

o Includes 4-5 SMART objectives

SWOT with action plan

Supply Chain Plan

Segmentation

IMC - these will vary somewhat depending on your specific plan, but this is

typical:

o A creative brief for each distinct part of your plan

o Examples of content

o

V. Modules Warning

NOTE: Never attempt any of the assignments for the marketing plan until you have

completed the related module. Grading will assume that you have, and can apply, the

information and skills contained in each module.

For many of the assignments there are additional materials in the related module. You

CANNOT be successful in these assignments without reading the materials. They are

brief and will provide you considerable help in successfully completing the assignments.

VI. Content for Written Plan:

There are two major deliverables for the plan:

The Written Plan

The written plan consisting of the five components that you will do throughout the course

as follows:

M1: Product selection (not graded, but you are not allowed to submit any components

until you make and post your selection.

M3: Product description with feature and benefit chart

M4: SWOT with action plan

M5: Segmentation

M6: Supply chain plan

M7: IMC with examples and creative briefs

M7: Narrated presentation

The Presentation

A narrated presentation to the class not to exceed eight (8) minutes in length. You should

assume that you are presenting your plan to a potential investor or lender – a professional

business audience (think TV’s Shark Tank).

Keys to a successful presentation:

Professionally prepared slides

MKT301 Fall


6

Presentation skills count – enunciation and correct pronunciation is important

Avoid background noise

Do not read the slides - tell your story

Be prepared for the discussion in Module 8 – your classmates will provide

feedback on your presentation

Your slides should follow this format and sequence:

Cover slide which includes your name and project

You may have optional slide(s) with pictures or relevant images

Product description with FAB – 2-3 slides

Separate slide for your SMART objectives

SWOT - 4 slides (one each factor)

Segmentation – 3 slides (one each segment)

IMC – will vary, but commonly 3-5 slides

Closing

Reference list - you are required to keep a list of all sources other than the course

materials (text, module content, this guide) used to develop your plan. Include

these as your final slide.

VI. Submission and Due Dates:

Please see the Syllabus for due dates for each component. For the final project, the late

penalty is 20% for each day your assignment is late. The day and time of the submission

to D2L will be used. Submissions, unless approved in advance or due to exceptional

circumstances (such as weather, military deployment, documented illness) will not be

accepted after five (5) days and will receive a grade of zero points.

VII. Component Requirements and Examples

About the examples:

The examples are just that, examples. If you follow these closely you will typically do

well. However, the examples cannot fit all products and services. You will probably need

to alter some of the content to fit your product, service or non-profit. Use the examples as

a guide, not a straight jacket.

Note that the examples are NOT for the same product. We have provided you with a

variety of products and styles so you can see how other students have completed the

assignments. The examples all come from student projects.

MKT301 Fall


7

Product description with feature and benefit analysis

This section of your marketing plan has THREE parts, both of which are required.

Part One - Product Description Describe your product or service concisely, but specifically, in no more than three (3)

double spaced pages and written in formal business style. The most important

requirement for this assignment is that after reading it your instructor has a clear

understanding of your product/service/non-profit, what it does for the consumer and how

it works or functions.

This is NOT a sales pitch. Do not use this section to promote or advertise your

product. Product descriptions which do so will be penalized in grading. Rather, this

is a factual and objective description of your product. Some information you

typically include:

The name of your product

What it does

How it works (functionality).

What it looks like

Key design elements

What makes it special or unique

Note: for services you should adapt the above list to fit an intangible product. Your

concentration will be what services you provide for your customers.

Example:

Product Description with Feature and Benefit Analysis

NOTE: This example is for a dog training device called Invisible Leash. Your description

and FAB chart may vary depending on your product or service. Note the formatting and

double spacing.

Problem

The active dog owner has a number of options when selecting a dog training or

containment system that best fits their needs. Do they want a physical leash? Are they

MKT301 Fall


8

concerned about harming the dog? Is the product as mobile as they are? Dog owners want

the comfort of knowing that wherever they are, they can still have control of their dog.

They want to jog at the park and take their “best friend” on trips with them. To this end,

we believe that although the many invisible fences available fulfill a niche on the market,

research suggests that our product is better equipped for a mobile, active person.

Team Dog Collar recognizes that our product will not replace the traditional leash.

Therefore, we will focus our promotion on people with active lifestyles, early adopters and

“techies”. Since we are a providing a unique product in a broad market, direct competition

is limited. “Invisible Leash” will, however, be up against higher end pet products that

compete for the consumer’s pet related discretionary dollars.

The specifications of The Invisible Leash, such as weight, quality, and ease of use

are of prime importance to our customers. Our customers are active people and want a

small, sleek, quality device that will fit into their active lifestyle.

The Invisible Leash will be of top quality, in workmanship and choice of

materials. The product will not be limited due to the nature of the building materials.

Product quality control will be implemented from the initial design of the product to

production. The Invisible Leash will have a product warranty on all parts and labor.

Product Functionality and Design

The product consists of two components. The human element is a phone-sized unit

that functions as the control and the pet attachment is an electronic collar similar to those

employed by existing pet management products.

MKT301 Fall


9

Both units are available in a number of colors and sizes to fit any breed and

compliment the owner’s personal style. We also offer a smart phone app that tracks the use

of the unit, how far the dog has traveled in a day and other functionality that might be

typically expected in an app. It is compatible with most major platforms, including many

tablets.

Invisible Leash is, of course, a product both newly designed and new to the

consumer. Consequently, there are limited current issues of any significance with regard

to product performance, customer satisfaction, market presence, or warranty concerns.

Team Dog Collar has completed the design of Invisible Leash and is in the process

of securing patents for both the design of the overall product and for the EPROM that

contains the firmware used in the core functionality. Additionally, the product name has

been Trademarked and the tag line “The Only Thing Visible About Invisible Leash… Are

The Results” has been copyrighted.

The core competency of the company and its staff is sales, marketing, and product

innovation. Consequently, most other functions have been contracted to third party

providers. Manufacturing will be outsourced to a Mexican firm, Matamoras Electronic

Manufacturing, who has significant experience in small item consumer electronics. The

firm has a good reputation for quality and there is substantial American investment and

oversight. MEM is also equipped to package the product on sight.

Part Two - Features and Benefits You will find an in-depth introduction to features and benefits in Module Three. You

MUST read this before attempting this assignment.

Using a chart, similar to the one in the example below, list no less than FIVE features of

your product with at least TWO customer benefits for EACH of the features.

The control unit offers settings that allow the owner to set

the “roaming distance” and the desired reinforcement,

either a sound or, for more stubborn breeds, a mild electric

shock. The control unit can also be set for an audible tone

or vibration. When the pet strays more than the proscribed

distance the unit signals the collar, executing the

reinforcement and alerting the owner.

MKT301 Fall


10

Feature and Benefit example

Invisible Leash Feature and Benefit Table

Feature Benefit

Audible signal Unique sound notifies owner

Trains dog to unique sound

Phone app Owner can customize training program

Matches human fitness apps

Weather/water proof Swim and sports safe

Ideal for hiking and outdoor sports

Adjustable range Adaptable for different dog behaviors

Ideal for dog parks and other outdoor

venues

Shock proof Perfect for active sports dogs

Will not need replacing

Attaches to existing collar Saves the owner money – does not need a

new collar

Can be used on more than one dog

Part Three: SMART Objectives

You can find a detailed description and instructional content on SMART objectives in

Module 2.

You are required to create no less than four (4) SMART Objectives for your product or

service.

1. Grow sales by our Website and current retailers by 20% in calendar 2018

2. Add 200 new members to our loyalty club by November of 2018

3. Hold our first annual dog rescue fundraiser in November 2018 with no less than

500 attendees

4. Launch Doggie Birthday promotional campaign in February 2018 (free snacks for

people and dogs)

5. Conduct awareness surveys in January 2018 And December 2018 to measure

marketing effectiveness

SWOT Analysis

You will find an extensive introduction to SWOT in Module Three and an example

below. There are also extensive resources available online, including videos in YouTube.

MKT301 Fall


11

Your SWOT should contain no less than five factors in each of the four categories. If

you cannot identify 5-6 legitimate factors for each category you may not have given your

product or service adequate consideration and thought.

You will also create a SWOT action plan.

SWOT Action plan The concept behind a SWOT Action Plan is that, as business managers, we like to get

things done! Our job is to fix problems and capitalize on opportunities. SWOT is a very

useful tool for analyzing our business and the business environment (see Module 2 for

more on this). However, the best analysis is useless without action to apply the

information. The SWOT action plan does just that. It apples the information you

uncovered in your analysis.

You will select ONE item from each of the four categories and write a very brief action

planned based on the following:

Strength: What will you do to take advantage of this strength? How will you make the

most of it?

Weakness: What will you do to minimize the negative impact on your business?

Opportunity: Much like a strength, how will you capitalize on this opportunity? How can

you use it to generate revenue, build you brand or improve your competitive position?

Threat: How will you avoid this threat or minimize its impact on the business?

You will find an example of what is expected for your Action Plan below.

SWOT Example NOTE: You have the option to vary your layout, format, use of color and other stylistic

devices. This is ONLY an example, however the use of chart of some type is required.

SWOT ANALYSIS: LEO TREK

Leo Trek is a student owned and operated business located near Saint Leo University.

The firm provides small van transportation on Thursday through Sunday to high demand

locations in Hillsborough and Pasco counties, such as Wiregrass, The Grove Shopping

Center, downtown Dade City and Ybor City. The firm aims to reduce student driving,

thus providing a safer campus, while generating revenue and creating student

employment.

MKT301 Fall


12

INTERNAL

Strengths Weaknesses

Increases student safety Limited experience of management team

Provides economical transportation Low capital reserves

High demand among students High liability

Parental support Driver unreliability

Perceived as being “green” Fleet is used and requires maintenance

EXTERNAL

Opportunities Threats

Increasing insurance rates for young

drivers

Low barrier to entry

Student demand for other stops Students prefer flexibility of their own

cars

The university limiting cars for freshmen Limited student budgets

Pressure and concern from parents Regulation limiting the firm’s services

Student perception of the service Student perception of the service

Action Items:

As a result of this SWOT analysis, The Leo Trek team has identified four areas requiring

particular attention.

A key Strength is the positive perception this service will have among Saint Leo parents.

Driving is always a concern for parents, especially during “party time weekends” and we

believe that they will be willing to pay a reasonable fee to our firm to relieve that anxiety.

A Weakness of particular concern is the firm’s liability. This is inherent in any firm

providing transportation, and of particular concern given the youth of our drivers. We

plan to minimize this Weakness with driver screening, regular training and insurance.

MKT301 Fall


13

We believe an important growth Opportunity is student perception of the service. If we

can properly promote the service as being convenient, safe and “cool” we can leverage

the natural buzz found on any campus and expand our ridership.

The Threat that most concerns the Leo Trek team is lack of scheduling flexibility. While

our vans will run regular schedules, allowing students to plan their trips, we lack the

spontaneity of being able to go “where you want, when you want”. This will be hard to

minimize as the vans can only travel so often, however we believe we can offset the

inconvenience with advertising emphasizing safety and fun.

Segmentation

We will spend a week in class discussing segmentation. For this component you will be

required to identify and define the market segments you will target in your plan. It is vital

to your success in this assignment that you complete Module Four, including all the

activities and the Elder Care Scenario.

You must have a minimum of TWO segments for your project.

Your analysis should include:

1. A narrative description of each of the segments. You are required to give each a name.

For example, if I were segmenting older consumers for a pet product I might have

"Empty Nesters" or "Little Old Lady Cat Lovers". This narrative is usually a one

paragraph summary of the segment’s profile.

2. How you are segmenting the groups (demographics, psychographic, geographic or

other criteria) including the characteristics of your target segments. Be VERY specific

and use no less than four demographic and four psychographic variables for each of your

segments.

You may use any combination of text, charts and graphs you wish to accomplish parts 1

and 2. However, be sure that it is clear what, and who, comprise your segments.

NOTE: Segmentation is discussed extensively in Module 4. Do NOT attempt this

assignment until you have completed all of Module 4.

Segmentation example

NOTE: This example is written for a product called Staycation.com. It is an online

vacation planner for consumers taking their vacations at home. This is a common

phenomenon in the current economy.

You are required to have TWO segments. This example has four. The chart is only

an example – you may set yours up differently.

MKT301 Fall


14

Childless Couples (Young Adventurers)

The Young Adventurers group is comprised of young adult couples who are mostly just

starting out on their own. Young couples are typically known to have financial hardships

(even without children) for various reasons. These reasons might include young people

being typically employed in entry-level positions with corresponding salaries. On top of

this, some may have bills and debt from various sources such as vehicles and student

loans. They may neither possess the finances nor the large amounts of vacation time from

their jobs to take a conventional vacation.

Demographics for Young Adventurers

Age: 19-30

Relationship status: Living together or newlyweds

Professional Status: Entry-level professional work

Children: None

Income Level:

Education:

Entry to mid-level income

College or advanced technical/trade school

Psychographics for Young Adventurers

Entertainment and socially oriented (restaurants, bars, clubs and activities and important)

Money Conscious (on a budget)

Adventure Seeking

Tree-Huggers (Environmentally conscious)

Single Parents (Jugglers)

Jugglers have it pretty rough. They have to balance the time between caring for their

loved ones and providing for them. Throughout the year, Jugglers do not have a lot of

time to bond with their children because they are essentially doing the work of two

parents, even though there is only one of them. At the end of the day, Jugglers can be

wound to the limit. Taking the time to connect with members of a Juggler family can be

of great benefit when it comes to avoiding dysfunction. Familial bonding creates

memories that show that there is more to life than the programmed rat-race existence that

the Juggler family members may be used to.

Demographics for Jugglers

Age: 21-40

Relationship status: Divorced or Unmarried

Professional Status: Steadily employed

Children: One or more

Income Level:

Education:

Upper Low to Mid-level income

College, some college or technical/trade school

MKT301 Fall


15

Psychographics for Jugglers

Money Conscious (On a budget)

Overworked (Need to take time to decompress)

Family oriented

Children are their primary concern

Dual Parents (Tag-teamers)

Tag-teamers do not have it quite as bad as Jugglers, but that doesn’t necessarily mean

they have it easy. Some families may have started out young. That means the kind of

work available for the young parents may often be blue-collar jobs (mid-level-paying

jobs that do not require a college degree or any specialized training). In other families,

only one of the parents may be employed, in which case the other parent also becomes

one more mouth to feed in the family. While juggling the time between caring for their

children and providing for them is not as big an issue in most Tag-teamer households, it

is still important for family members to socialize and have fun together, especially while

children are young.

Demographics for Tag-teamers

Age: 23-40

Relationship status: Married or Common-law couples

Professional Status: Steadily employed

Children: One or more

Income Level:

Education:

Mid-level income

Trade school or college

Psychographics for Tag-teamers

Family oriented

Money Conscious (On a Budget)

Overworked (Need to take time to decompress)

Strong sense of responsibility

Children are a priority

Close ties to grandparents and other extended family

Older Couples (Empty-Nesters)

Of all the target couples, Empty-Nesters probably enjoy the most freedom. This group is

composed of older adults who either never had children, or no longer have children under

their care. Given the proper financial resources, Empty-Nesters can pick up and leave just

about any time they like. The only thing that stands in between Empty-Nesters and a

MKT301 Fall


16

good time is money. A lot of times, getting the kids out of the house frees up all kinds of

finances. However, there are other cases when people really have to milk the budget.

They may have personal financial situations. They might be living off of pension funds,

or due to an inability to work, relying on Social Security, disability, or some other form

of supplemental income.

Demographics for Empty-Nesters

Age: 50 and over

Relationship status: Married

Professional Status: Employed, disabled, or retired

Children: Grown and out of the house

Income Level: Mid-Low to upper-mid income (may vary considerably)

Psychographics for Empty-Nesters

Money Conscious (On a Budget)

Adventure Seeking

Lots of free time

SUMMARY CHART

Young

Adventurers

Jugglers Tag-teamers Empty-

Nesters

Age: 19-25 21-35 23-40 50 and over

Relationship

status:

Living together

or Newlyweds

Divorced or

Unmarried

Married or

Common-law

couples

Married

Professional

Status:

Entry-level

work

Steadily

employed

Steadily

employed

Employed,

disabled, or

retired

Children: None One or more One or more Grown and

out of the

house

Income Level: Low to Mid-

level income

Low to Mid-

level income

Low to Mid-

level income

Low to mid-

level income

MKT301 Fall


17

Psychographics

Family

oriented

Money

Conscious

Family oriented Money

Conscious

Money

Conscious

Overworked Money

Conscious

Adventure

Seeking

Adventure

Seeking

Tree-Huggers Overworked

Tree-Huggers Strong sense of

responsibility

Tree-Huggers

Supply Chain

Begin by reading the do first activity in Module 5 and the material immediately below.

You should also review the supply chain PowerPoint in Module 5. Although Wikipedia

should be used cautiously, in this case their SCM article may be helpful.

https://en.wikipedia.org/wiki/Supply_chain_management

Supply Chain Management

MKT301 Fall


18

The global economy, advanced planning techniques, and technology have changed what

we once called “logistics” into the science of SCM. SCM is managing both the upstream

(where a firm finds materials and supplies) and the downstream (where it sells and/or

ships products) “chain” of suppliers, sellers and partners. Some firms, such as Wal-Mart

owe much of their success to SCM and logistics. Wal-Mart is considered a world leader

in managing their supply chain using advanced logistics and IT systems.

A major change in SCM is the emergence of “third-party logistics suppliers” aka “3PL”

firms. The most widely known of these is UPS, whose new tagline is “what can Brown

do for you” focuses not on delivering packages, but on SCM.

Product Adaptation

How about a KFC Shrimp Burger?

Truly global firms find that they must adapt the products they sell to meet local market

conditions, which may include legal, cultural or physical requirements. This often

requires developing new products or components to meet local needs. Product adaptation

is changing the physical product, creating a new product or changing other parts of the

marketing mix to meet local needs and requirements.

o Changing the name of the product is often not enough, in many cases the product

itself needs to be modified. Some examples:

o McDonald’s has burgers in India – but no beef. It’s consumption is taboo. Instead,

you’ll find tofu or chicken.

MKT301 Fall


19

o Wal-Mart sells live fish, turtles and frogs in their China stores – not as pets but for

dinner tables.

o American appliance manufacturers had to adjust the size of their home machines

– many urban European kitchens were too small for our large appliances.

Assignment requirements:

You will follow a format similar to the “do first” assignment at the beginning of Module

5. Make sure that you have completed that exercise before attempting this component of

the marketing plan.

There are TWO parts to this component.

Part One:

In about 2-3 paragraphs provide a high level view of your supply chain. Consider what

you will need to successfully take your product to market and where you might encounter

breaks or obstacles in the chain.

You should also address the issue of what type of suppliers you might need and where

they are located. What issues do you anticipate? Do not forget to consider political, trade

and social issues. If you need a steady supply of coffee or chocolate, will you buy only

Fair Trade? Are there child labor issues? Import restrictions?

Part Two:

You will create Word chart with three columns:

Up stream

Mid-stream

Down stream

If you are not familiar with these terms, visit the activity in Module 5.

For each of the columns, identify 4-5 items that you will need for a complete supply

chain. Bullets are fine, but make sure that you are clear.

In the last row, list your typical end user. Are you direct to consumer or are you selling to

a retailer or wholesaler? In some cases, you may have an entirely different end user.

MKT301 Fall


20

Your chart will look similar to this:

SUPPLY CHAIN FOR PRODUCT ABC

Up stream Mid-stream Down stream

End user:

Integrated marketing communication

This is the culmination of your marketing plan and will carry more weight in the grading.

In this section you will detail the advertising and promotional activities you will use in

your project.

You have many options regarding what IMC plans you create for your project and should

select those that best fit your product/service/non-profit. You should also select those that

interest you personally or professionally.

You are required to complete TWO advertising or promotional IMC items for your

product or service.

DO NOT ATTEMPT THIS UNTIL YOU HAVE COMPLETED MODULE 7! THE

GRADING WILL ASSUME YOU HAVE THE KNOWLEDGE AND

INFORMATION FROM THE MODULE AND ELDER CARE SCENARIO.

There are two parts to your IMC assignment.

First, you will complete a creative brief for each of your activities. There is an example

below.

Second, you will create an example or mock-up of your activity. You will find some

examples in Module Seven. These examples will not cover all the options you might

select for your IMC activities. They will, however, give you some ideas regarding what is

expected of you. Generally, everything you need to do can be created in PowerPoint or

similar applications.

BE SURE THAT IF YOU USE ANY GRAPHIC PROGRAM OTHER THAN MS

OFFICE YOU SUBMIT YOUR EXAMPLES OR MOCKUPS AS PDFs SO YOUR

INSTRUCTOR CAN VIEW THEM.

MKT301 Fall


21

Note that you are not expected to be a graphic artist or Website designer. Nor are you

expected to create an entire social media campaign. You ARE expected to demonstrate

that you have a basic understanding of the IMC activities you have selected.

Some IMC Options:

Here are just some of the options you have for an IMC activity. Select any TWO of these

or add ideas of your own. You may use any one option ONCE. You must select two

different activities. NO “flyers” allowed. Flyers are not marketing, they are wat you use

to announce the school dance. These are ONLY suggestions – feel free to use your

imagination.

Magazine print ad

Radio ad

TV commercial

Social media

YouTube ad

Guerilla campaign

Direct mail

Direct email

Press release

Outdoor ad (billboard, bus ad, car wrap)

Coupons

Trade show or event

Web site (create your landing page)

Regardless of which options you select, you will be required to complete a Creative Brief

using a format similar to the one below.

Creative briefs:

Creative briefs are used as a standard template to communicate between those involved in

a marketing communication project. This might be between an ad agency and their client

or between marketing staff members and their director. The exact information and the

template will vary from organization to organization, but the one below is fairly common.

In our class, you will use the brief to describe the IMC portion of your marketing plan.

These will be included in your final written project and your presentation.

MKT301 Fall


22

Your brief will not include the middle column.

The example below is for Puppy Palace, an upscale dog daycare faculty (yes, there are

such things).

Process Step Description Example

Project What are you producing or

doing? Keep this simple

and short.

A 30 second video for our

website and YouTube

Objectives Use the SMART model,

but be brief. Be very

specific.

The objective of the video

is to increase our visibility

and creative a differential

advantage for our high-end

product model. We want to

increase time on-site for

our website and see XXX

views on YouTube.

Target Audience Use the same metrics that

you used in your

segmentation plan.

Our target audience for the

video is upper middle to

upper income, media

savvy, well-educated and

status conscious. These

consumers see their dogs as

members of the family and

spend on them accordingly.

Key message What is the one true thing

you want your customer to

believe as a result of this

IMC activity? What should

they think, believe and do

as a result of this activity?

Puppy Palace is the

premier choice for families

that want the same daycare

for their dogs that they

would select for their

children. As a result, they

consider PP as the only

choice for “real dog

parents” The tone should

be fun, engaging and

informal.

Deliverables What are the deliverables

for this IMC activities?

Storyboard

Shoot/location schedule

Equipment list

Talent

MKT301 Fall


23

Budget

30 second video formatted

for the web and optimized

for portable devices.

Deadlines and Mechanical

requirements

This is the “nuts and

bolts”. It includes printing

requirements, graphic

design requirements,

quantities, mailing details,

deadlines, etc. It should

include everything that the

staff needs to execute the

project.

Storyboard is due in 10

days. Production

requirements in 15 days.

Finished video in 30 days.

Video must be compatible

with all major delivery

modes. Backups must be

secured. B-roll and raw

footage to be delivered to

the client.

Budget What is this going to cost? Project budget is $7500

Examples or mock-ups

See the PowerPoint in Module 7 for examples.

VI. References

Any references you used other than the course materials and the text (you DO NOT need

to include those as I assume you will use them).

References

Aaker, D.A. (1996). Measuring brand equity across products and markets. California

Management Review, 38(3). 102-120.

Bacdayan, P. (2002). The public business school in economic development: Preferences

of chamber of commerce leaders. Journal of Education for Business, 78(1), 5-10.

Retrieved from

http://search.proquest.com.ezproxy.saintleo.edu/docview/202820425?accountid=4

870

Chapleo, C. (2010). What defines "successful" university brands? The International

Journal of Public Sector Management, 23(2), 169-183.

doi:10.1108/09513551011022519

MKT301 Fall


24

Date post:	16-Oct-2021
Category:	Documents
Upload:	others
View:	2 times
Download:	0 times

PRINCIPLES OF MARKETING MKT301 Marketing Plan Guidebook

Documents