Overview

In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief to use at the executive team meeting. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action and therefore it has a persuasive tone. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign Plan in Assignment 2.********THE PRODUCT I CHOSE FOR MY MARKETING CAMPAIGN IS MATCHING STUDENT/PARENT/SIBLING I.D. BADGES FOR THE SCHOOL BOARD OF BROWARD COUNTY.********

The purpose of the Campaign Brief is to summarize your research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate vehicle to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise – only two to three pages long.

Leverage what you have learned in the first three weeks of your marketing course, including the textbook readings, Week 2 Lecture Notes, articles, videos, and external resources. This assignment provides you with a practical application of the ideas you have been studying and useful preparation for Assignment 2.

Instructions

Use the Campaign Brief template provided in your course shell. The headings below mirror the sections in the template and provide you with some detailed prompts for each section. Respond to all the prompts and questions below to ensure that you include all required content in the assignment.

A. PRODUCT OR SERVICE

• Briefly describe the product or service you have selected for your marketing campaign.

• What are key features of your product or service? Remember to be brief, but provide context. For example, use the format “Feature: Brief summary of the feature.”

B. BUYER PROBLEM

• What consumer “need” does your product or service address? • What are the core results your buyers are seeking? Add at least one source to support your approach. Do not use the book as a source. JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations © Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 1 (1196) Page 2 of 4 C.

TARGET AUDIENCE

• What are the key demographics and characteristics of your ideal target audience for this campaign? • Is your target audience one segment, or should it be divided into two or more sub-segments? What are those segments? D. VALUES AND BELIEFS • What are the top two or three underlying values and beliefs that you will target for this campaign? • How can you connect your product or service to the values and beliefs you have prioritized? Add at least one source to support your approach. Do not use the book as a source.

E. MARKETING MESSAGE • What are the top three differentiators that distinguish your product or service from similar offerings sold by your competitors? Add at least one source to support your approach. Do not use the book as a source. • Write a two-sentence value proposition for this campaign in a manner that is engaging but succinct.

F. SOCIAL MEDIA STRATEGY • What are the top three channels you will use to advertise to reach the target audience you have identified, and what are their core demographic audiences? Add at least one source. • How will you use the social media channels you selected to engage your target audience and spread your marketing message?

G. REFERENCES

Campaign Brief Formatting Requirements

• Typed, using a professional font (size 10-12) • Use the Campaign Brief template provided in the course shell • Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the spaces that are provided for your name, the date, etc. in the Campaign Brief template. • References must be included and provide information that enables the reader to locate the original source. Application and analysis of course materials and resources are expected, and additional research is welcome. • Your Campaign Brief should be two to three pages in length, including your References list

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