Assignment:
Developing Action Items
Think about what it will take to make your campaign a success. Write down these specific action items and what it takes to implement them.
For example:
· Email Campaign:
o Hire email marketing director (you won't have to hire for all action items, but for some you might consider it).
o Purchase target market email list from (source). Or, compile all email addresses of all current Fossil customers. (The first would be a direct purchase cost, the second would just be a compilation of addresses - you would still note this either way).
o Draft email messages, pre-test messages on sample clients. Ensure all links in messages work and design is appealing to a test market.
o Send an email message to 10,000 existing or potential customers on (specific date or time frame).
o Follow-up with additional email on (date). Create two separate messages based on customer status (new or existing) or (male or female, younger or older 18-35 year olds, etc.)
o Track open-rate and click-through rates from email messages.
o Continue to grow email list and make changes to improve effectiveness.
The key is to be as specific as possible and to think of all of the details that will make the campaign run smoothly. This action item list will expand on your communication plan chart that you generated in Assignment 3. It will explain each aspect in detail. You should have several action items, at least 4 or more. Develop each of these in a list that breaks down each action item in as much detail as possible without overloading your audience. Your lists may vary from action item to action item, but they should include things along the lines of: action items, beginning date, ending date, responsible parties, and details/remarks about how it will help achieve your goals of creating awareness and selling the product.
Here is the Celebrity Strategy
Zac Efron and Kevin Hart are the three endorsements that we have come down to because they all have a different style.
Zac Efron is an actor and a singer who is a popular figure in a bunch of movies but it's not just his movies as to why we've chosen him. His style is classy, sophisticated, and appealing to men who are about to be in their 30's or in them currently while all women are attracted to Zac. Men try to emulate his dress code and style throughout movies. He has starred in movies like every High School Musical, Hairspray, and 17 Again. All of these movies show his classy and sophisticated style while still appealing to both genders.
Kevin Hart is a known worldwide for being a comedian. For him, he was such a good comedian that he was asked to star in multiple movies enhancing his views worldwide. A couple movies he has starred in other than his stand up comedies are "Ride Along" and "Get Hard' starring alongside other comedians like Will Ferrell and "Ice Cube". Kevin Hart will cause any consumer to stop and listen to our ad because the consumer will know they will get a laugh out of it. Kevin Hart is one of the most recognizable voices, bodies, and comedian across America.