COMPANY IS NIKE Goal In consideration of your previous analysis, you need to identify at least one goal for the campaign Describe the target segment for your campaign What is the goal you want to achieve with the campaign What is your call to action Make sure your goal is S M A R T (specific, measurable, attainable, realistic, and timed ) Example Audience HR professionals who are casual and power users of Chumber systems Increase event registration by 20 by the start date of the annual user conference Call to action Register online today Messages Identify the primary message for your campaign, 2 3 message pillars, and proof points for each Be sure to include a call to action that helps to achieve your goal Remember that messages should align to reinforce your positioning statement Be sure to include a call to action that helps to achieve your goal Example Primary Message The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment Message Pillar This conference welcomes you into a dynamic, well connected and highly competent professional community Proof Point Veteran attendees return year after year because it recharges their skills, knowledge and professional networks Call to Action Register online today Promotional Mix and IMC Tools Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign How will you use each of these tools Look for ways different methods and tools can build on each other advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion Example Digital Marketing Web site Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media Direct Marketing Email marketing Reach out to prior years attendees who are already registered Ask them to post about plans to attend the upcoming conference Conduct an email campaign with the target audience list to generate awareness, interest, desire to attend a conference Sales Promotion Digital Marketing Contest giveaway Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a conference evangelist contest giveaway to take place at conference opening session, one entry per social media tool per day Sales Alignment At what point(s) in the sales process (or sales funnel) does this campaign operate Sales process stages are 1) generate leads 2) build relationships discover needs 3) present solution resolve concerns 4) close the sale 5) monitor and follow up How does your campaign support sales activity Measurement (KPIsKey Performance Indicators) How will you measure the success of the campaign Select 3 6 KPIs (key performance indicators) that you will measure Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful Examples of KPIs Total sales revenue New incremental sales Number of qualified leads generated Net Promoter Score Web site unique visitors Number of registrations sign ups Impressions views of content CTR click through rate Engagement comments, likes, shares, page views, video views Followers social media (Facebook, Twitter, LinkedIn, YouTube) Awareness Etc Budget Budget List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost Include items such as labor, materials and other expenses such as print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc Also, estimate the increased sales or revenue the campaign will generate for the company Item Purpose Cost Estimate Example White paper authored by a technical writer Layout business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry $500 00 Item 1 Item 2 Item 3 Item 4 Add additional rows as needed Estimated campaign impact insert Action Plan Outline the specific activities you must complete in order to execute your marketing campaign Each element of your integrated marketing communications plan should be listed as a separate activity List actions in the order they need to take place for the plan to be successful first things first, later steps last Follow up activities and evaluation of campaign effectiveness also should be captured in this action plan For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 312 months Timing Activity Type Brief Description Audience Owner Todays Date Example Web site Update Add new key messages that fit repositioning strategy and audience focus Tech company hiring managers Jim Hill Date Date Date Date Date Launch Date Add additional rows as needed Risk Factors Contingency plans and risk management You should consider the possible risks to your business and make contingency plans to address them You note some possible risks under the weakness and threats sections of your SWOT analysis Identify steps you can take to either reduce risks or work around them if they occur Executive Summary Do this section last This short summary should provide a holistic overview of your marketing plan All of this information is covered in more detail in the rest of the marketing plan For the Executive Summary, provide a clear, concise overview of the following points Company Description Briefly describe the organization and offerings (products and or services) your marketing plan focuses on, and the problem(s) they solve Target Segment Identify and briefly describe your target segment Competitive Advantage Explain your organizations competitive advantage Positioning Statement Provide the positioning statement your marketing plan will apply Marketing Plan Objectives List the objectives of the marketing plan What will it accomplish Be as specific as possible an anticipated increase in sales, profits, market share, etc

The Answer is in the image, click to view ...

Answered step by step

Verified Expert Solution

Link Copied!

Question

1 Approved Answer

Posted on Jul 23, 2024

COMPANY IS NIKE Goal In consideration of your previous analysis, you need to identify at least one goal for the campaign. Describe the target segment

COMPANY IS NIKE

Goal

In consideration of your previous analysis, you need to identify at least one goal for the campaign.

Describe the target segment for your campaign.
What is the goal you want to achieve with the campaign?
What is your call to action?
Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)

Example:

Audience: HR professionals who are casual and power-users of Chumber systems
Increase event registration by 20% by the start date of the annual user conference.
Call to action: Register online today.

Messages

Identify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align to reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

Example:

Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
Proof Point: Veteran attendees return year after year because it recharges their skills, knowledge and professional networks.
Call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Example:

Digital Marketing

Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

Email marketing: Reach out to prior years attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct an email campaign with the target audience list to generate awareness, interest, desire to attend a conference.

Sales Promotion + Digital Marketing

Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a conference evangelist contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIsKey Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

Total sales/revenue
New/incremental sales
Number of qualified leads generated
Net Promoter Score
Web site unique visitors
Number of registrations/sign-ups
Impressions views of content
CTR click-through rate
Engagement comments, likes, shares, page views, video views
Followers social media (Facebook, Twitter, LinkedIn, YouTube)
Awareness
Etc.

Budget

Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.

Item	Purpose	Cost Estimate
Example: White paper authored by a technical writer	Layout business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry	$500.00
Item #1
Item #2
Item #3
Item #4

Add additional rows as needed.

Estimated campaign impact: [insert]

Action Plan

Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 312 months.

Timing	Activity Type	Brief Description	Audience	Owner
Todays Date	Example: Web site Update	Add new key messages that fit repositioning strategy and audience focus	Tech company hiring managers	Jim Hill
Date
Date
Date
Date
Date
Launch Date

Add additional rows as needed.

Risk Factors

Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the weakness and threats sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.

Executive Summary

Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organizations competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: an anticipated increase in sales, profits, market share, etc.