Contents Overview 2 Itemized Budget 3 Blocking chart (/Timeline) 4 Risk assessment 5 Risk Breakdown Structure (RBS) 6 Appendices 7 References 8 DELIVERABLE A: BUDGET PROPOSAL [Fill in the blank] Overview The business objective for [insert time frame] is [insert given business objective]. Based on this, the marketing objective is set as [insert marketing objective]. This means, we must build [insert all applicable stages from the marketing funnel] among the target market. This budget proposes an optimal allocation of the given [insert marketing spend amount] spend. Itemized Budget [Complete the following, refer to Appendix for KPIs] The campaigns prioritized by value (e.g. highest expected returns, or strategic importance, etc.) are listed below: S.No. Campaign (s) (creative idea and media mix) Est. Rate (R) Duration (t) Est.Cost** (R*t) Expected Campaign-Attributable ROI /ROAS KPIs 1 2 3 4 5 TOTAL: $ [Complete the following] **Cost estimation for each activity based on: 1. [enter cost estimation method used and vendor name if applicable] 2. [enter cost estimation method used and vendor name if applicable] 3. [enter cost estimation method used and vendor name if applicable] 4. [enter cost estimation method used and vendor name if applicable] 5. [enter cost estimation method used and vendor name if applicable] [Complete the most suitable timeline option, delete the other. Enter activity name according to the month they will be implemented in. Enter relate estimated costs in each coloured box.] Blocking chart (/Timeline) The proposed campaigns with allocated budget and duration are mapped below: Campaign(s) $ Budget allocated %Budget allocated Mo Mo Mo Mo Mo Mo Risk assessment Rationale: Briefly explain (150 words max) why you think a risk has high/low likelihood of occurrence and high/low impact Include any research/further explanation in the appendix, if needed, then refer to that appendix here Risk Breakdown Structure (RBS) PRIORITY RISK L I CONTINGENCY PLAN HIGH List Quad 1 risks here Example: Virtual event - Technical: - host gets disconnected H H Give only one risk management option here for each risk Example: - Mitigate; backup internet connection (might not be able to do video) MED List Quad 2/3 risks here H L L H LOW List Quad 4 risks here L L Appendices References INSTRUCTIONS: Read the situation below and complete task before deadline. No extensions unless discussed with instructor two business days before deadline. WHAT YOU ARE BEING TESTED ON: Your ability to: Develop sound budget proposals, assess risk, and estimate ROI to deliver on strategic priorities SITUATION: You are the marketing manager for one of the famous Ontario brands below. You will work on this brand for the rest of this course. Review and pick carefully: ApplyBoard https://www.applyboard.com/ Ten Tree (https://www.tentree.ca/) Diva International Inc (https://divainternational.ca/) Kotn (https://www.kotn.ca) Text Now (https://www.textnow.com/) Norden (https://nordenproject.com/) Your business objective is to increase new customer sales in Ontario, Canada, in the fourth quarter of this year. To achieve this, you have set your marketing objective as lead generation. This means, you must identify those (online and offline) marketing activities that increase customer awareness, interest, and engagement in the brand. You are given CAD$100,000 in total marketing spend to meet this objective. You are responsible for two major deliverables: DELIVERABLE A: Budget Proposal (Assignment 1) Propose the most optimal allocation of the given budget DELIVERABLE B: Budget Performance Report (Assignment 3, discussed in week 6) As Assignment 1, develop and submit a budget proposal (Deliverable A) by the posted due date. Read task details below to complete the assignment. TASK DETAILS: Review the checklist >> Download Deliverable A: Budget Proposal template>> Read the rubric>> Read the instructions highlighted in yellow within the template and delete them before submitting final work Complete all the sections of the template following the instructions within: Fill in the blanks Itemized Budget: Read and apply the comments within each column Timeline Risk analysis Risk breakdown structure (RBS) with contingency planning Name the file Deliverable A: Budget Proposal