10 SIMPLE STEPS TO FOLLOW FOR SUCCESS
- Choose a product, service, company or business.
- Decide your target market—age, gender, socioeconomic status, geographic location.
- Create a questionnaire (recommend at least 25 questions) for your focus group. Compile a group of 10-12 people AT LEAST who fit your target market. In order to ensure you have completed this process, you must obtain signatures and answers in writing to your questionnaire and turn those in with your completed project.
- Begin formulating ideas for campaigning—media used (both print and non-print [television, radio, billboards, internet, magazine/newspaper spreads, flyers, etc.]) as well as promotional activities (special events and activities) and spokesperson(s) where applicable.
- Pricing for desired campaign choices—you will need to research pricing. Use the internet or other sources for this information. Check with advertising companies, newspapers, radio stations, etc. to begin estimating costs. Always round up where necessary! Remember, too, the time you are using (30 second or 1 minute spots) to advertise your product/service/company/business will change the cost, as well as if you are advertising locally or nationwide. BE SURE TO KEEP TRACK OF WHERE YOU OBTAIN ALL OF THIS INFORMATION FOR YOUR BIBLIOGRAPHY PORTION.
- Schedule of events—When will you do what and for how long.
- Begin typing written portion of project. Remember, you don’t have to start with the first section (Executive Summary), but you can move around and fill in the information as you go.
- Once your written portion is complete, begin your visual presentation for the company/business you have chosen to advertise for (in this case the class).
- PRESENT—Remember, you are trying to impress a company/business with the ideas you have created. Overall appearance makes a huge impression. Appropriate dress, poise, confidence, use of visuals, proper grammar, spelling and word usage are just some of the things which will have an important effect on your presentation.
Format: Include a title page with Your Name, the Product, Service, Company or Business Name. Number all of your pages EXCEPT the title page.
Table of Contents: Your table of contents should follow the title page. The table of contents page may be single spaced and may be one or more pages long.
Body of the Advertising Campaign: The body of the written portion begins with Section I, Executive Summary, and continues in the sequence from below. FOLLOW THIS FORMAT:
- EXECUTIVE SUMMARY
One page description of the campaign
- Description of the product, service, company or business selected
- Description of the client/advertiser
- OBJECTIVE(S) OF THE CAMPAIGN
- Description of the purpose for the campaign
- Include information gathered from focus group
- IDENTIFICATION OF THE TARGET MARKET
- Primary market: share common characteristics and behaviors, account for highest volume of sales and are most likely to buy now.
- Secondary market: includes future buyers, account for a high rate of sales, and those who influence primary market.
- LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN
- BUDGET SHEET
Detailed projections of actual cost
- SCHEDULES OF ALL ADVERTISING PLANNED
- SCHEDULES OF ALL SALES PROMOTION ACTIVITY(IES) PLANNED
- STATEMENT OF BENEFITS TO THE CLIENT/ADVERTISER
You want them to choose you and your campaign so this is where you push why your plan is the best suited