What is the â€œbrandâ€ you are trying to build? What do people think about this brand today, and how do they experience it?
What is the brand promise for this brand? If one hasnâ€™t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit?
Brand Voice and Personality
Describe your brand voice and personality using the is/is never template:
- [Brand] is:
- [Brand] is never:
Brand Positioning and Strategy
Make a recommendation about brand positioning and/or branding strategy to help build the brand and contribute to align it with what your target segment wants. How will this contribute to the success of your product, service or organization?
Marketing Mix (4Ps)
Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target marketâ€™s needs? Be sure to consider:
- What level of quality and consistency does the offering have?
- How many features does it have and can they be removed or added?
- How well does your product or service deliver what the customer values? How can it improve?
- What improvements would help your offering compete more effectively?
How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:
- How sensitive are your customers to changes in price?
- What revenue do you need to break even and achieve profitability?
- What does the price say about your product in terms of value, quality, prestige, etc.?
Place: Distribution Strategy
What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:
- What are the best distribution channels and methods for you to use, and why?
- Will you have a retail outlet and if so, where will it be located?
- In what geographic area(s) will your product/service be available?
Promotion: Integrated Marketing Communications Strategy
Use the template below to lay out your design for a marketing campaign aimed at your target segment.
How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns youâ€™ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.
Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, website and targeted digital advertising) and convince peers they should attend.
In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.
- Describe the target segment for your campaign.
- What is the goal you want to achieve with the campaign?
- What is your call to action?
- Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and time-based.)
Audience: HR professionals who are casual and power-users of Chamber systems
Increase event registration by 20% by the start date of the annual user conference.
Call to action: Register online today.
Identify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.
- Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
- Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
- Proof Point: Veteran attendees return year after year because it recharges their skills, knowledge and professional networks.
- Call to Action: Register online today.
Promotional Mix and IMC Tools
Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.
- Website: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media
- Email marketing: Reach out to prior yearâ€™s attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend the conference.
Sales Promotion + Digital Marketing
- Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a â€œconference evangelistâ€ contest/giveaway to take place at conference opening session, one entry per social media tool per day
At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?
Measurement (KPIs – Key Performance Indicators)
How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.
Examples of KPIs:
- Total sales/revenue
- New/incremental sales
- Number of qualified leads generated
- Net Promoter Score
- Website unique visitors
- Number of registrations/sign-ups
- Impressions – views of content
- CTR – click-through rate
- Engagement – comments, likes, shares, page views, video views
- Followers – social media (Facebook, Twitter, LinkedIn, YouTube)