Overview
You are the Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief for the executive team. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign in this course.
The purpose of your brief is to summarize your market research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate way to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise – only two to three pages long.
Leverage what you have learned in the first three weeks of this course, including the textbook readings, Week 2 Lecture Notes, articles, and videos. You will also need to conduct additional online research to be able to complete this assignment.
Instructions
Use the Assignment 1 Template document provided on the Week 3 Overview page in this course. Save the Assignment 1 Template with your first and last name in the filename. Then work through the content items (sections) shown below. The headings mirror the sections in the template and provide you with detailed prompts for each section. Use the prompts to ensure that you include all required content in each section.
HEADER
In the header area, enter the due date, your name, and the name of your product or service.
A. PRODUCT OR SERVICE
Briefly describe the product or service you have selected for your marketing campaign. Explain its basic or core functionality in satisfying a customer need.
What are key features of your product or service? Be brief, but provide context. For example, use the format “Feature: Brief description of the feature and its benefits.”
B. BUYER PROBLEM
What consumer “need” does your product or service address?
What are the core results your buyers are seeking?
C. TARGET AUDIENCE
What are the key demographics and characteristics of your target audience for this campaign?
Is your target audience one segment, or should it be divided into two or more segments? If so, what are those two or more segments?
D. VALUES AND BELIEFS
What are the top two or three underlying values and beliefs that you will target for this campaign?
For each value that you have listed, provide a short description.
How can your campaign connect the product or service to the values of its buyers?
E. MARKETING MESSAGE
What are the top three differentiators (points of difference) that distinguish your product or service from similar offerings sold by your competitors?
For each point of difference that you have listed, provide a short description.
Write a short value proposition for this campaign in a manner that is engaging but succinct.
F. REFERENCES
You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.
Cite each reference in the body of the brief, using the format from the JWMI Writing Standards Guide.
Citations are required for any references to market data or third-party sources.
Submission Requirements
Submit as an MS Word document, using a professional font (size 10-12)
Use the Assignment 1 Template provided in your course.
Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the spaces that are provided for your name, the date, etc. in the template.
References must be included and provide information that enables the reader to locate the original source. Application and analysis of course materials and resources are expected, and additional research is welcome.
Your Campaign Brief should be two to three pages in length, including your References list.
Please review all the attachments for additional directions and resources. I also have added additional resources below.
Godin, Read the following section:
Step 5: Marketers with Authenticity Thrive
Kotler et al., Chapter 1: Power Shifts to the Connected Customers
Kotler et al., Chapter 2: The Paradoxes of Marketing to Connected Customers
Saltis, How to Become a CMO: 26 Must-Have TraitsLinks to an external site. https://www.coredna.com/blogs/how-to-become-a-cmo
Salpini, Are CMOs failing brands and are brands failing CMOs?Links to an external site. https://www.retaildive.com/news/are-cmos-failing-brands-or-are-brands-failing-cmos/574594/
Bowden, What is SMB Marketing? 10 Effective Tactics to Skyrocket Your SMB MarketingLinks to an external site. webfx.com/blog/marketing/what-is-smb-marketing/
Barsoux et al., Identifying Unmet Needs in a Digital Age
