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Integrated Public relations/Marketing plan and creative brief
This project should cumulate into a professionally developed, written plan of at least 15-20 pages in length, will also include an in-class presentation of your plan (including a color handout of the creative brief), and should be 15-20 minutes in length. The plan will have a 12 month duration and will have a $250,000 budget.
Your plan should follow the outline provided below. Your Executive Summary, though first in your document, should be written last. The plan should consider each area and should be clearly labeled and organized.
This plan is more than a marketing plan, it is designed to include key public relations components including messaging. The plan will also contain substantial secondary research which should be consistently cited. Primary research is encouraged but should be limited to key data points and testing specific messaging.
1. Executive Summary
Written last, should include your creative brief as an overview.
2. Situation Analysis (Section 2 is where the bulk of your secondary data is placed – and cited)
2.1 Company Analysis
2.1.1Company Objectives
2.1.2Marketing/Public Relations Objectives
2.1.3Company Resources
2.1.4Marketing/Public Relations Program
2.1.5Marketing/Public Relations Collaborators
2.2 Customer Analysis
2.2.1 Product – Market
2.2.2Demographic Data on Target Market
2.2.3 Customer Needs (Provide a Perceptual Map for Segmentation)
2.2.4Qualifying and Determining Dimensions – See related document
2.2.5In-depth description of Target Market including key personas
2.3 Competitor Analysis
2.4 Analysis of Market Context
2.4.1Economic Environment
2.4.2Technological Environment
2.4.3Political and Legal Environment
2.4.4Cultural and Social Environment
(OVER)
2.5 SWOT Analysis
2.5.1 Strengths
2.5.2Weaknesses
2.5.3Opportunities
2.5.4Threats
3. Specific (SMART) Objectives – Each Objective should meet this criteria.
4. Differentiation and Positioning - See related documents
5. Marketing/Public Relations Strategy
5.1 Target Market #1 – Noncustomers
Includes as many as necessary to adequately cover the 4 P’s
5.1.1 Product
5.1.2 Price
5.1.3 Promotion – This should include information about product life cycle and strategies for each phase. Any marketing collaborations go in this section as well.
5.1.4 Place
5.2 Target Market #2 – Present or Returning Customers
Includes as many as necessary to adequately cover the 4 P’s
5.2.1 Product
5.2.2 Price
5.2.3 Promotion (See 5.1.3 above)
5.2.4 Place
6. Implementation and Control
6.1. Implementation problems to overcome
6.2 Controls
6.3 Budget, Sales, and Forecasting - Overall discussion of spending including media buys
6.3.1 Total Budget for Marketing Plan ($250,000)
6.3.2 Monthly Expenses for Marketing Plan – Include Rationale
6.4 Timing of Implementation – This should be a Gantt chart and match rationale above.
6.5 Contingency Plans
7. Appendices (Slide presentation, Citations)
Articles
Integrated Public relations/Marketing plan and creative brief
515 Words 1 Pages
