THe Boys Care is a child care with all male instructors who be father like figures in students lives who have no father at home. Single mother house holds will be the target audience. I need help creating an advertising plan. I have a business plan I can pull financial information from. But I need help filling out some of these sections. Not all will apply to the child care.

Any help will do.

1.0Executive Summary

Although this topic appears first in the plan, you normally write it last. Wait until you're almost done so you can include the main highlights of your plan. You should cover the key points and facts, and these may change during the planning process.

Ensure that you address target markets, Integrated Marketing Communications (IMC) management issues, and methodologies. Outline three IMC (Integrated Marketing Communication) objectives based on a promotional analysis and the product's corporate and brand image strategy that you will develop within the plan.

2.0 Advertising

Advertising is just one component of integrated marketing communications. It is also part of the "traditional" promotions mix of advertising, sales and trade promotions, and personal selling. These functions, along with other activities such as direct marketing and public relations efforts, form the basis for communicating with individual consumers. The role advertising plays will vary depending upon your industry, products and services, and the marketing goals that you establish.

The first step in developing an advertising program is choosing between an in-house advertising group and an external advertising agency. Internal organization members have a better sense of the company's mission and message, and may be appropriate if your product or service is complex in nature. If you have decided to hire an outside agency, explain the basis for that decision. Would an outside agency be more objective or have more creative talent than you can afford to hire in-house?

Include in this section your advertising goals and budget. What are the specific measurable goals for advertising to the various consumer segments? How will those goals be accomplished? How will you make sure your advertising campaign matches the overall theme of your IMC program? How much money is budgeted for the campaign? What type of budgeting strategy will be used? How will your advertising programs mature over time?

You should prepare a creative brief to guide in the development of advertising to members of the distribution channel. The creative brief is the strategy document for preparing any advertisement or advertising campaign. If you are working with an advertising agency, your company should work with the agency to develop the brief. A clear creative brief will also help you with evaluating the ad campaign as you move forward. The first step in preparing the creative brief is to identify the objective of the advertisement. In reaching end users, possible objectives may include:

Increase brand awareness.

Build brand image.

Increase customer traffic.

Increase inquiries from end users.

Provide information.

After you have defined the main objective, the other key components of the creative brief are:

The target audience - Be specific in defining who your audience is. Are they distributors, wholesalers, agents or retail buyers? How do they make their buying decisions?

The message theme - What will you be trying to communicate to your channel partners? What is your unique selling point?

The support - What facts substantiate your theme?

The constraints - Are there any legal or mandatory restrictions that may limit how and where you communicate your message? Are there any in-house policies you must adhere to?

When the creative brief is complete, you should choose your Advertising design.

The design of your advertisement must match your objectives. Your goal is not just to create an ad that people like, but one that accomplishes your IMC objective, in the short term or in the long term. Even if you are hiring an agency to produce the advertisement for you, you may still want to understand the design process.

Finally, you are ready to prepare the actual ad. If your ad is designed and executed correctly, the ad will reflect the IMC theme and all the other components of the IMC program you have completed up to this point.

What message strategy will you adopt to communicate with your distributors? You may want to focus on the emotional benefits of your product - talk about the benefits to the consumer rather than the features of your product or service.

Affective Strategy - Invoke feelings and emotions and match them with the product, service or company.

Conative Strategy - Designed to lead more directly to some type of consumer behavior.

3.0Consumer Promotions

Consumer promotions (sometimes called sales promotions) are the incentives aimed at persuading end users to make a purchase. Consumer promotions are directed toward individuals or firms that use the product and do not resell it to another business. Thus, consumer promotions can be used in consumer markets and business-to-business markets.

In planning the consumer promotions component of the IMC, it is vital that the promotions support the brand image and the brand positioning strategy. To ensure this occurs, it is important to understand the target audience of the program. What are consumers' opinions regarding the firm's products or services, especially as they relate to the competition?

What role do promotions play in reaching the consumer segment? What is your promotional strategy? How will this strategy be realized? How will your promotions address your market segments? Will you develop a consumer promotion with another product or company? How will you maximize the impact of your promotion?

Consumer Promotion Selection

Your choice of consumer promotions will depend upon who are you trying to reach with your promotional strategy, company preferences and the form of IMC Plan being used. Will you try to affect:

1) Promotion prone consumers?

2) Brand-loyal consumers?

3) Price-sensitive consumers?

What types of consumer promotions will be most effective in impacting the purchase patterns of your target consumers?

Coupons

Premiums

Contests and sweepstakes

Refunds and rebates

Sampling

Bonus packs

Price-offs

Discuss the role of each consumer promotion and how it will fit into your overall IMC plan. Since many trade promotions are planned with consumer promotions, it is important to consider both types of promotions simultaneously. For example, if you are going to develop a major consumer sweepstakes, you may want to spend more money on point-of-purchase displays for retailers to ensure customers see the sweepstakes offer.

4.0Media Plan

Your channel partners constitute your customers, and in creating your media plan you should approach it from your customers' point of view. What media will they experience during a typical day? Your media plan will address where and when to place advertisements.

5.0Evaluation

Ensure that your methods of evaluation match the objectives of your campaign. Most likely the objectives of your distribution program will be to increase the number of orders through distribution channels and to improve communication and goodwill between you and your channel partners. Immediate sales will usually be the short-term goal and improved relationships will often be the long-term goal. You can evaluate your distribution channels by tracking the sales through the various channels and comparing. Goodwill will be more difficult to evaluate systematically, but you could do this through surveys to your channel partners asking their opinions of your efforts.

Set up systems that allow you to evaluate your objectives over time.

It is important to set up systems that allow you to evaluate your objectives over time.

6.0Sample Logo

Create a sample logo for your business in the form of a graphic (*.bmp, *.gif, *.jpg) using the program of your choice.

7.0Sample Consumer/B2B Advertisement

Create a sample magazine or newspaper advertisement designed to reach your consumers using PowerPoint.

8.0 Sample Story Board (if applicable)

Create a sample storyboard in PowerPoint. The purpose of the storyboard is for television production. Your television advertisement producers should be able to look at the storyboard and know what they will need to shoot. For each frame on the story board create a description of the image and verbal content that goes with each picture.