Milestone Two Worksheet Principals of Integrated Marketing Communications PDF

Preview

Summary

Milestone Two Worksheet Principals of Integrated Marketing Communications...

Description

MKT 229 Milestone Two Worksheet Download this document to your computer and submit the completed worksheet for this milestone. Be aware that in the final project, these elements will be submitted in essay format, as outlined in the Final Project Guidelines and Rubric document (in the Assignment Guidelines and Rubrics section of the course). Section I, Part E: SMART Goals For this component of Section I (Background and Analysis), create three to five SMART goals for your marketing campaign. Remember that the acronym means specific, measurable, attainable, relevant, and timely. Each SMART goal should contain all of these elements in relation to your integrated marketing campaign. Also, be sure to consider how these goals build on information presented in your target market analysis and align to strategic plans. In the spaces provided below, describe each smart goal and then describe how the goal aligns to your target market analysis. 1. SMART Goal Description: Increase website traffic by 40% within one year Alignment to Target Market Analysis: Increasing website traffic will generate more customers for the company resulting in more sales revenue. 2. SMART Goal Description: Increase sales revenue by 50% within a year Alignment to Target Market Analysis: Increasing sales revenue will help the company be successful, but also help to create new products and open more locations to gain more customers. 3. SMART Goal Description: Open two new SNHU Pet Supply locations by next year. Alignment to Target Market Analysis: Opening two new locations will help reach a larger audience and allow them to experience our products. 4. SMART Goal Description (optional): Increase advertising by 50% within a year.

Alignment to Target Market Analysis (optional): Increasing advertisements will allow us to reach a larger audience. 5. SMART Goal Description (optional): Increase customer satisfaction and company ratings by 50% within 6 months. Alignment to Target Market Analysis (optional): Customer satisfaction is one of the most important aspects of a business, so increasing our satisfaction rates will not only keep our business thriving, but allow happy consumers who are willing to keep coming back. Section II: Creative Strategy Statement and Creative Brief 1. Creative Strategy Statement: In the space below, write a one-sentence statement that conveys the overall message of your marketing campaign. SNHU Pet Supply's new pet toy "Frisbotic" is a new and unique flying disc that can be controlled directly from a mobile device and was created for pet owners to bond with their pets while encouraging them to live a healthy and active lifestyle. 2. Creative Brief: A creative brief highlights how the creative strategy statement will reach its audience and create marketing opportunities. The creative strategy brief should consist of guiding questions for your campaign. Refer to this creative brief for a model of what a brief should look like. In the spaces provided below, answer the given questions. Then add and answer two or three of your own questions according to your target market information and the creative strategy statement that you wrote. 

Why are we advertising? To promote animals living a healthy and active lifestyle.



Who is our audience? Males and females of all ethnicities who own a pet, between the ages of 20 and 40 years old who make an average income, enjoy healthy and active lifestyles, and are tech savvy.



How do they currently think about our product? They like the idea that the product is compatible with mobile devices as they are tech savvy, as well as keeping their pet active and healthy.



How would we like them to think about our product?

I would like my target audience to think of our product as innovative and unique, and open the possibility to looking at other products from the company, and creating SNHU Pet Supply to be there one stop shop. 

How could we expand our target audience for this product? This product is very easy to use as it just takes the click of a button from your mobile device, which would make it easy to use for older people, as well as people that aren’t as tech savvy.



How can we persuade the target market that this is the perfect product for them? That this product is very easy to use, it is enjoyable for both pets and the pet owners, and allowing them to bond with their pets while being active....