Creating Your Campaign Proposal

Answer these questions in a blog post titled Campaign Proposal.
The proposal will be submitted in paper form as well as posted as a blog post so that we can all access each other’s work. Due Wed 26th of March.

1. Background:

Purpose of Campaign: Describe what this campaign will be for. To market Product X or to launch service Y.

The company: What kind of company /organization is it? What are the products and services?

The offering: In brief, what is the service or product you are offering the target market?

Campaign Drivers: What is unique about the product? How is it different than what already exists? Is there a market trend you want to tap into? Etc.

Marketing Background: Are there similar campaigns or marketing that you have seen before? What were the results? List some examples and references.

2. Campaign Focus

Campaign objectives: What are you hoping to achieve from this promotional campaign.

The Target Market: Who are you aiming this at? Is it business to business in Wellington or children in Australia? Anyone who responds to your website or exclusive customers only? Etc. What is the broad category your target market fits into?

The target customer: Who exactly are you trying to reach? Under 30’s? Athletic children? Rock stars, the homeless? Describe the stereotypical customer.
What are they like? Describe them- what are their interests, what TV and music do they listen to? Etc.

Competition: The Marketplace- is there anyone you should be aware of? Who are the big boys in the market? Research and list the competition.

3. The main proposition:

The proposition: Describe in depth what you are selling / providing via this campaign

The deliverables: what do they get from you? What tangibles do they get?

Features: What features does your service or products offer your customers? Eg Online booking, quality of service, 24-hr delivery, easy returns, 200 quantity items, etc.

Benefits: What benefits does your service or products offer your customers? E.g. Flexibility, choice, faster cleaner etc

Unique Selling Point: What differentiates this from other offerings?

4 Design

Your ideas: What do you have in mind for this campaign? What ideas have you explored? What will your approach be?

Design Preferences: What is the look you are going for? How would you describe the tone or mood of the visual style? Is it edgy, soft, familiar, cutting edge, classy? Describe the visual style and aesthetic that will suit the campaign and your objectives.

4. Style Sheets: create a minimum of 4 style sheets and link or upload them to your blog. The style sheet is a montage of reference images that you have gathered. Each sheet should have some kind of cohesive theme; examples are font and typography, color palettes, imagery and subject matter, etc.

5. References: List links and examples of references to multimedia, video, audio, exhibits, etc. that relate to your project.