Audience profiling and persona development

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Reference no: EM133082869

Marketing campaign document

Need to write about Whyte and Mackay, the whiskey company:

Points from the briefing:

E. Customer analysis:

1.consumer data
2. Numbers
3 Value ££
4. Beliefs and attitudes
5. Data and prospect analysis
6. Perceptual mapping

G. Whyte and Mackay internal analysis and past activity:

1. Past marketing activity
2. VRIO and/or resources and competencies analysis, McKinsey 7S

These are the requirements outline in the brief
» Contextual summary:
» Creative idea
» Data Strategy
» Communication approach
» Measurement and Evaluation
» Success criteria
» Your budget

Potential Structure

i. Executive management summary (1 to 2 pages).
ii. Contents page with page numbers and list of charts tables and figures
1. Introduction
2. A situation Analysis/Marketing Audit
3. Direct and Digital Strategy
4. Targeting: Audience Profiling and Persona development
5. Creative strategy and samples
6. Communication Plan by segment, detailed plan and budgets
7. Data strategy, Data Protection issues GDPR and e-privacy, marketing research
8. Media
9. Creative
10. Measurement by segment
11. Retention issues and future activity
12. Budget
13. Conclusion
14. Appendices 15 pages of supporting information

Reference no: EM133082869

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