What are its key features and benefits

Assignment Help Marketing Management

Reference no: EM133689093

Homework: Marketing Campaign Slide Deck

Overview

You are a Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Homework 2 and presented via Zoom in Homework 3.

Your audience for the presentation will be the CMO and members of the company's executive team. As high-level decision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign.

Instructions

In this homework, you will create Slides 1 to 6, with relevant references. This represents the first half of your Marketing Campaign slide deck. Your slides should be as complete as possible. If you still need additional data, note this in your slides, indicating what will be added and where you will locate the data.

Firstly, review the Slide Deck Outline below, which describes the required content for each slide. Then download the Homework 2 Template, which can be found on the Week 5 Overview page in Canvas.

Slide Deck Outline

COVER SLIDE (SLIDE 1)

1) Enter Company name, Campaign name, and Product or Service name
2) Enter Student name, Professor name, and Submission date

PRODUCT / SERVICE AND FEATURES (SLIDE 2)

1) Introduce the product or service for the campaign:

a) Description of the product or service
b) What is its core purpose or function?

2) What are its key features and benefits?

a) Specify three or four key features
b) Briefly describe the benefit of each key feature

3) Where indicated, add a logo or photo representing the product or service

MARKETING GOALS (SLIDE 3)

1) Which marketing goals will this campaign support?

a) Provide a minimum of 3 and a maximum of 5 goals

b) Write a brief SMART description for each goal

i) SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Bound

c) You may select from the sample goals below or add your own alternative goals:

i) Build brand awareness
ii) Increase in number of items sold
iii) Increase in market share
iv) Capture a new target market
v) Broaden the company's mix of products/services
vi) Increase overall company revenues
vii) Increase donations to organization
viii) Improve ROI on advertising expenditure
ix) Change or improve the company's image

TARGET AUDIENCE AND COMPETITION (SLIDE 4)

1) What are the key characteristics of your target audience?

2) How will you differentiate your brand from the competition?

a) Fill in the chart provided in the template to compare your product or service to similar offerings from two competitors in the marketplace

CUSTOMER NEEDS AND WANTS (SLIDE 5)

1) Customer Need:

a) What customer "need" does your product or service address?
b) What is the value that the product or service delivers to the customer?
c) Why would a customer buy the product or service?

2) Customer Wants:

a) What customer "wants" does the product or service fulfill?
b) How does it reinforce the customer's self-image?
c) How does it connect the customer with others?

CUSTOMER VALUES AND BELIEFS (SLIDE 6)

1) What are the core values and beliefs of your target audience?

2) How will this campaign connect your brand to those customer values and beliefs?

Reference no: EM133689093

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