THE CAMPAIGN PLAN

THE CAMPAIGN PLAN

 

INTRODUCTION

  • Product and brand description, including name for product/brand
  • Concise description of why the campaign is needed; problems or issues to be addressed (pain points; barriers to purchase)

 

OBJECTIVES 

  • Marketing objectives; Sales objectives; Communication objectives

 

TARGET AUDIENCE

  • Target Customer Description/Profile (including creative core persona/s)
  • Customer Motivations
  • Current and desired perception (brand/category)
  • Positioning: Category positioning (mental partitioning); Brand- consumer positioning

 

COMMUNICATION & CREATIVE STRATEGY

  • Communication strategy (related to SSO)
  • Creative strategies and tactics
  • The customer promise
  • Tone and Manner (Brand character and personality)

 

MEDIA PLANNING & STRATEGY            

  • Paid, Owned and Earned; Schedule

 

BUDGET

  • Budget table

 

CAMPAIGN EVALUATION

  • Pre-test and Post-test

 

CONCLUSION

 

APPENDIX

Strategy Selection Outline (SSO)

 

 

For further detail, see ‘Notes for the Campaign Plan’ which are posted on UTSOnline.

 

 

 

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