• Cover page (title, group member names, submission date) (1 pg)
• Table of content (1 pg)
• Executive summary (1 pg)
• Introduction
• Background of the company (mission, vision, goals and strategies, products/services they provide, market share, etc.) (2 pgs)
• Description of the company's existing marcomm campaign (3 pgs max)
• Situational Analysis:
• Competitive analysis: Define competition and outline the campaign strategies adapted by the competition (3 pgs)
• Consumer Pulse: What consumers think and feel about the brand, what are they talking about online, what strategies are working and why, what strategies are not working and why. (4 pgs max)
• New Campaign Proposal:
• The GAP: Define problem with existing marcomm campaign and identify the gap the newly proposed marcomm will need to address (1 pg)
• Goals: What will be the goal(s) of the newly proposed campaign (1 pg)
• Strategies: What strategies do you suggest to achieve these goals (5 pgs max)
• Creatives: Develop at least 2 separate creative ideas to implement the propose marcomm goals (Use appendix, 3 pgs max)
• Media: Outline a media plan to execute the proposed new marcomm campaign. Propose adaption of the creative ideas for at least three (3) different media (USe appendix for tables, images, figures or any other forms of exhibit, 2pgs max)
• Performance Evaluation: How do you plan to measure the effectiveness of the newly proposed marketing campaign (2 pgs)
• Conclusion (2 pgs)
• Appendices (tables, graphs, figures, as necessary) (15 pgs max)
References (as much as needed, should follow appropriate styles)