Overview
This assignment aims to familiarize you with the planning process and facilitate the hands-on application of campaign development. First and foremost, for any successful event/campaign/business, it is to get clarity, and from a clear vision comes efficient and effective objectives. You will develop a campaign-oriented marketing plan – with the potential for execution, so you’ll want to prepare it to be visually and technically informative.
Industry Partnership
For this assignment, we’re honored to be able to partner with The Walt Disney Company and their Latin America Partnerships and Advertising Department. Their department works as a consulting arm of the organization advising partner clients to align their products with upcoming movie releases.
An example of this is here with Patene Pro V and the release of the Rapunzel film. As you can see here there are there’s a combination of movie footage, and a relevant industry product partner that ties in with the film.
The purpose of the partnership is to serve the industry product partner’s interests while promoting the film. For this assignment, you’ll pick a upcoming Disney movie release (these will be released on Week 2), and the geographic area in Latin America to focus on. You’ll want to think about the target audience in these areas and the regular products they use on a daily basis to create the best results.
What to Include in Your Marketing Plan
For this assignment, you should include the following sections as a guide to articulate your strategies and resources in achieving your revenue objectives. You are to prepare and submit your Marketing Plan in a format as if you are presenting this to a prospective client/decision-maker.
You are to submit in PDF and make sure you have the following:
Title Page and Table of Contents
I. Executive Summary
II. Market Research
III. Strategy
IV. Execution Calendar
V. Analytics
Assignment Timeline
• Week 2 – Pick movie and geographic area to focus on and think through product partnership that will fit
• Week 3 – Research industry product partner organization
• Week 3-4 – Disney Executive to interact with class and deliver case study presentation
• Week 5 – Fine tune marketing plan draft
• Week 6 – Submit marketing plan draft and receive your feedback and apply it to your final draft
• Week 7 – Prepare document and submit
TITLE PAGE
A. Your name (and company, if applicable)
B. Campaign title
C. Table of Contents (just section titles)
I. EXECUTIVE SUMMARY
This section introduces and highlights the overall plan. It’s designed to provide an “abstract” style view or the quick read for the decision-maker. In the Executive Summary, you’ll want to address these areas:
A. Professional overview of person/website/company:
a. Key mission
b. Industry
c. Key Product/services offered
d. A highlight of history and revenue projections for the company
e. Company Value Proposition
B. Goals (Write this section at the end)
a. Current goal/objective of this plan
b. The time frame for this campaign
c. Performance/Revenue goals
d. Key marketing objectives and KPIs
II. MARKET RESEARCH/Situational Analysis
The Market research section shares the background information you gathered to prepare your marketing plan. This section is essential in gathering the right details for a successful plan or campaign. The following areas need to be covered:
A. SWOT analysis
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Strengths |
Weaknesses |
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Opportunities |
Threats |
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B. Competitive Landscape
a. Industry landscape (Market size, potential market share)
b. Competitive Landscape (Blue Ocean)
*Make sure to present an overview of each competitor
*Keep in mind that competitors must compete on the same category
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Competitor |
Main product focus |
Distribution channels |
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Company A |
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Company B |
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Company C |
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C. Buyer Persona (who should be targeted in your plan) See Examples so you can create your own buyer personas infographics.
Here are some of the questions you want to answer when creating your buyer personas:
a. Psychographic details (what’s their “individual culture”)
b. What searches are they conducting to solve their “problem” – what
Potential Keywords would they be using that would potentially connect with your campaign
c. Communication Channels – what channels would they be consuming that you would want to utilize?
d. Who are their Key Influencers – who would they follow, what content are they influenced by?
e. Why type of research did you do?
f. How did the research help you with your plan? What insight did you gather?
You don’t need to state these questions in your plan as they are simply to guide you.
STRATEGY
Present your Objective/s, KPIs and Tactics as they were taught in class. This chart will set the structure for your strategy. The strategy section provides details of the marketing, the Mix (4 P’s), to show the strategic vision of how and why your campaign is being developed. In other words, what steps are you going to recommend? Below are some questions that can help you to come up with your strategy:
a. Based on the Market Research/Intelligence what insights and objectives did you find that needed more focus? (introduce their current strategy and your general suggestions)
b. What Target Segmentation insights did you find and will you advise adjusting it?
c. Considering the company, the goals, their service/product – how will that impact the Marketing Mix (4 P’s)? Speak about the 4 P’s on your plan and if your strategy is addressing any of them specifically.
d. Marketing/sales funnel – what kind of marketing/sales/brand awareness activity will you recommend. In layman terms, what tactics do you suggest they use? Make sure you mention what KPI is that tactic feeding.
e. Objectives and KPIs based upon original goal – What steps and measurements are needed?
III. Marketing Budget
This section highlights the various costs that will be involved in implementing your marketing plan. Your budget may cover both development and promotion costs. Developmental covers the costs associated with developing content, website, graphics, freelancers, etc. The Promotional budget highlights the costs anticipated for promoting ads, media, print, social media, etc.
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Examples |
October |
November |
December |
Totals |
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Prof Headshot |
$200 |
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Website update |
$500 |
$500 |
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This is the section where you will also add your anticipated Break- even/Contribution Margin “goals” for your campaign plan. If you are designing a campaign for building your future website, then guesstimate potential revenue from any services you might consider offering such as consulting or ads on your site.
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Sales revenue |
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Cost per product |
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Variable Costs |
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Contribution Margin Goal |
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Breakeven Goal |
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IV. EXECUTION CALENDAR
This section highlights the details of your timeline. What tasks need to be completed and by when and how long they will each take. The idea is to pick your execution date and then work backward for when each task needs to be designed, formatted, tested, approved, etc. You can use the following chart as a base version or design one of your own to capture your details:
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Actions |
Quarter 1 |
Quarter 2 |
Quarter 3 |
Quarter 4 |
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Product Development/ Improvement |
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Distribution |
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Pricing/Financials |
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Sales Enablement Tools |
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Communication |
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Metrics Measurement |
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V. ANALYTICS
A. Metrics
a. Based on your type of plan and the KPIs you developed, what metrics do you anticipate recommending to monitor? (leads, sales, ROI, Loyalty, etc) B. Monitoring and Evaluation Dashboard –
a. How will your metrics be monitored/evaluated? Manually, via Dashboard: Google Analytics, Excel, Tableau, etc? Expand on that.
VI. CONCLUSION
What would a successful campaign look like for you/your organization?
If you were to “pitch” this plan to somebody, try posting a “soft close” to conclude. Be specific on how you will be reaching your goal.
Formatting recommendations:
● Single Spaced – business format
● 12-point font – Times, Arial or similar
● Visual charts and graphs help tell the story even better, then add paragraphs/bullet points to indicate your rationale
● This should be detailed enough, that if it is shared with your company, then someone from that company could put the plan into action.
● Please note we’ll offer some feedback on your plan, then you’ll want to edit it again, before you share it with the company.
