markting
Direct Marketing 3910 Final Report / Project
Project Goal: To create a direct marketing campaign for a specific company product combination; the campaign will include: A report supporting your logic; sample copy, campaign details and implementation plan.
Course Objectives Supported by This Assignment:
(d) Understand the relationship of marketing with other business disciplines within a company
(Your Marketing campaign should support company goals, strategies and brand)
(e) Use the case analysis method to resolve problems in direct marketing
(The problem you will be solving is the development of a direct marketing campaign that will support the marketing communications strategy, brand and corporate strategies)
Project Components:
General Instructions:
Choose your group members. 2 – 4 members are suggested. You may choose to do the assignment as an individual, however, the assignment components will remain the same.
Choose a creative group/ advertising agency name and design a logo. Your agency should specialize in direct marketing. Ten (10) extra credit points for the most creative name and 10 extra credit points for the best logo. Entrants must be complete and in final copy. No drafts.
Choose a Company and product already marketed by the company.
Create a direct marketing campaign with the tools you think most specifically compliments their other marketing targets and media choices.
There will be both an oral presentation or Pitch of your direct marketing campaign.
Due Dates: Draft April 5; Final and Presentations April 19
Grading
Rubric
| Format: | ||
| Power point/video/Story Boards/Paper Report | Neat Without Errors | |
| 50 Points | ||
| Written Report | ||
| APA Sourcing | In Text; and Summary reference page | Present in report |
| Title Page | First page | Present in report |
| Table of Contents | Second page | Present in report |
| Page Numbers | On every Page except title and reference | Present in report |
| Double Spaced | Throughout document | Present in report |
| Campaign With Graphics | Complete with copy and graphics | Present in report |
| Report Components | ||
| Executive Summary | 1 – 2 Pages | Present in report |
| History | ½ Page | Present in report |
| Situation | 2 Pages | Present in report |
| Product | Present in report | |
| Market | Present in report | |
| Strategy (marketing) | Present in report | |
| Brandings | Present in report | |
| Current Direct Marketing | Present in report | |
| Campaign (In Written Report) | Present in report | |
| General Description of Campaign | Present in report | |
| Creative / Tagline | Appeal; ability to invoke action or engagement of potential customer | |
| Campaign Objectives (General) | Present in report | |
| Market Segment targeted | Appropriate for goals | |
| Direct Marketing Tools | Appropriate for goals | |
| Copy | Engaging, easy to understand | |
| Communication | Media Schedule | |
| Other Implementation | Present in report | |
| Support For Campaign Ideas | Present in report | |
| Application of Strategy | Company marketing strategy | |
| Application of Book Knowledge/Lectures | Used to analyze and support your decisions | |
| Research/Focus Group Testing | Secondary research to support ideas; description of how you will conduct primary research (do not need to conduct actual primary research) | |
| Ease of Understanding | Based on instructor’s perception and Kincade reading level | |
| Congruence with corporate strategy | Will your campaign positively affect or help maintain this strategy? | |
| Congruence with Corporate Branding | Will your campaign positively affect or help maintain brand image? | |
| Budget | No limit. Itemizes and indicate how a return on investment will be identified and calculated. | |
| Control | How do you measure results? | |
| Metrics (minimum of 2) | ||
| Time Frame | ||
| Meaning (What do you hope to learn from the results?) | ||
| Conclusion | 4 Paragraphs | Summarizes the main reasons the Company will implement your proposed campaign and the benefit you expect them to receive. |
| 200 | ||
| Oral Presentation | ||
| 50 Points | ||
| 300 pts. |
Oral Report
This is your pitch. You may be as creative as you like. It needs to be congruent, creative and support your campaign. It must also support the personality and brand of the item you are promoting. This is where the WOW factor comes in.
