JRNL 301 Group Project 2:
Advertising Campaign Strategy Plan
By:
Michael Laing
Partner: Larry Greene Jr.
Executive Summary:
In this report you
will first find the research part, which includes a research method and key
findings and indicators. In the research
portion of this project, we constructed a questionnaire that we gave to 10
students around Southern Illinois campus, which asked questions about the shoes
that they wear. The questionnaire will
help us recognize what people like and dislike about shoes and it will give us
a better idea of how I should advertise for the product. We will discuss the key findings from my
questionnaire and mention the results in which we found.
After
the research part of this project we will discuss my creative brief including
the background and what we hope to achieve in the project. Next we will discuss the target audience that
we are trying to promote to and what my objectives are that we are trying to
achieve from the promotion. The creative
brief also contains the main message that we have for the product and the major
points of the product that needs to be communicated to people.
The
next part of the project is the appeals, executional framework, and message
strategy that we used. We had to figure
out how to market my product through guerrilla, and buzz marketing. Aside from this we had to think on home to
promote the product through product placement and branded entertainment.
After
figuring out the appeals and message strategies, we had to figure out the media
selection and strategy that we have for the promotion of the footwear
products. We decided how much
advertising that we would like to promote the product in traditional media
(radio/TV/print), and social media (online/mobile). Aside from this we had to figure out an
alternative media marketing strategy, which in this case was direct marketing
that we would use on campus trying to promote the footwear.
Lastly
for this project we had to do a campaign evaluation and summary about the
product. This portion will explain how
we evaluated my campaign and how well the product was promoted. Also explained is how we can measure the
success of our campaign plan and what changes need to be made in order to
promote the product better.
Table of Contents
Page 1: Title Page
Page 2: Executive Summary
Page 3: Table of Contents
Page 4-5: Introduction to
Project
Page 6: Research Method and
Key Findings
Pages 7-8: Creative Brief
Pages 9-10: Appeals & Message Strategy
Page 11: Media Selection and
Strategy
Page 12: Campaign Evaluation and Summary
Pages 13-21: Appendix attached at end including student answers to
the questionnaire.
Introduction:
This project is by
Michael Laing and (partner) for our journalism 301 class in which we have to
construct a advertising campaign strategy plan.
A leading footwear company is trying to increase their brand awareness
among college students and my goal for this project is to try and promote the
brand.
In this project we
will explain our research methods and findings that we have got through our
research. We must incorporate guerilla
marketing, buzz marketing, product placement, and branded entertainment all
connecting to the footwear company that we are trying to raise brand awareness
for. Aside from this we have made a creative brief that focuses on promoting
the product. Also discussed in the
report are the appeals and message strategies we will use in raising brand
awareness around campus. Next we will discuss
our media selection and how we will promote the company’s footwear product
through traditional, social, and alternative media. Lastly we will discuss our campaign
evaluation and summary of the results we found.
Creative Brief
Background:
The
program that we used is that we took my results from my research and we
produced ads to convey the footwear company’s desired message. What we hope to achieve from this is
something that will get people to recognize the product more easily. Our first objective is to build and increase
brand awareness for my target audience, which in this case are college
students. In order to measure the success of this program we will observe
people and how they react to the appeals and message strategy that I
constructed.
The Audience:
The
primary audience in this project is college students who wear tennis
shoes. If anything were to be avoided
when talking to the audience it would be drifting away from the main goal, which
is to increase the brand awareness for the footwear company. The audience already believes that certain
brands of shoes are better than others, but it is my goal to try and sway their
opinions. The secondary audience for
this product is people who are trendy and relatable to college students. For example, a college student’s little
brother may follow what his big brother is wearing on his feet.
Objectives:
The
main goal that we have for this project is to increase brand and image
awareness around the Southern Illinois University campus. In order to do this, we must promote the
footwear on campus as well as show the product to as many people as
possible. Another goal that my partner
and I have is to provide information about the new footwear and why it is a
good product for college students to have. The last goal that we have is the
most difficult but if my prior goals are achieved than it should work
well. We want to increase the customer
traffic for this product and get as many people as possible to visit a website
or purchase the product.
The Message:
My
message theme is that these shoes offer benefits to college students that other
shoes cannot. If we were asked by
somebody to prove this we would show results from the questionnaire that was constructed. We would show the person that 90% of the
people who took the questionnaire said that price and comfort were the most
influential things when purchasing shoes.
We would then tell the person that the footwear company specializes in
shoe comfort at an affordable price. The
other major points that I am trying to communicate in my message is that the
shoes are just as nice as other brands of shoes. We would compare the shoes to that of another
brand like Nike, and explain the positives that come from the footwear that I
am promoting. Like I said before in the
objectives, our main goal is to increase brand awareness and if the footwear is
comparable to Nike shoes then it will increase awareness from people on campus.
Appeals & Message Strategy:
Our
buzz marketing strategy for promoting the footwear would be to introduce the
product to the public by finding a famous person who likes to use the
product. If this doesn’t work perhaps
the University basketball team could promote the product by wearing the
footwear around campus. Another way to
promote a product is in a more creative way and this is called guerrilla
marketing. For guerilla marketing we would
have people acting as if they are manikins around campus. The people acting as manikins would be
wearing appeal from the company and would be modeling it to everybody walking
by. To get people to notice the manikins
we would place them in spots around campus where many people would see
them. For instance there might be some manikins
standing right inside of the library sporting the footwear apparel. This is a good marketing strategy because it
would allow people to see what the product looks like on their peers. In promoting the product around campus we
also would place posters up around different places around campus. The posters would be put up in high traffic
areas where many people will see it. The
posters will include benefits of the footwear and what the product looks
like. In trying to promote the product
through branded entertainment we would have members of fraternity’s or sports
teams hand out flyers or brochures to people walking by on campus.
The
executional framework that we would use to promote a company’s footwear is
through a demonstration. Instead of just
showing the product to my peers around campus, I would demonstrate why the
products works well and is a good thing for people to purchase. In the demonstration we would show how the
footwear is comfortable for everyday activities. This will be an effective way to communicate
the attributes that the product has for people.
The
message strategy is the tactic that I will use to deliver the message theme to
people. In order to do this we could use
cognitive, affective or conative strategies.
We would first use a cognitive strategy to present my rational arguments
and pieces of information about the footwear.
My goal for this strategy is to design an ad that will have an impact on
a persons beliefs or knowledge by explaining the potential benefits from buying
this product. One form of cognitive
strategy that we would use is preemptive messages, which is a claim about the
product that will offer benefits to the consumer. We would put the company’s footwear product
up with that of a competition’s product and state the advantages of my
product. We could also chose to have a
hyperbole approach with our product by saying that it is “Southern Illinois new
favorite footwear”. This is an
untestable claim but it still will raise brand awareness around the campus.
Media Selection and Strategy:
In
selecting which media we would like to advertise my product in would first look
into traditional media. For selling
shoes we feel that the best way to advertise is through print and TV ads. The reason why is because people who purchase
products like to see what the product looks like before buying it. In radio advertising, the buyer can’t see the
product. We would spend 30% of my
advertising money on TV ads and 30% on print ads in a magazine. Products must also be advertised through
social media, and for this company’s footwear we would spend 30% of my ad
budget on internet and mobile ads. The
reason why we would advertise so much on the internet and on mobile devices is
because college students are constantly on their phones or computers and are
thus more likely to come across our ad for the footwear. Lastly, we would use 10% of my ad budget to
market the product directly towards people on the Southern Illinois University
campus. This form of marketing is
directed towards not only the customers, but also future prospects that may be
interested in buying the product. We
would directly market the company’s footwear by giving people brochures or
pamphlets about the product and it will have something that says more
information on the website or from a toll-free number. The website and phone number would be
included in the pamphlet and this is good because it will give purchasers an
idea of how to contact the company as well as more benefits that the footwear
gives.
Campaign Evaluation and Summary:
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