Objective of the campaign: what do you want to achieve? What are key KPIs of the campaign?

- Branding assessment: o What are the brand values that the campaign will highlight? o What is the main CSR action that the company is concerned with?

- Marketing framework: explaining the new product, its price and place strategy (if you focus on a service, you must add people, process and physical evidence).

Promotional strategy: Include all necessary elements: o Message: what do you want to communicate to customers? o Slogan/Claim of the campaign o Channels and justification (target audience's media use): television/billboards/Twitter/Instagram (be specific). o IMC: How is this an integrated communication campaign?

- Conclusion: what are the expected results of this campaign.