Please submit your Team Charter on Blackboard. Use this template as inspiration.

Between weeks 4 and 5, you are expected to meet your client to gather the briefing information. You can use the template below to gather the necessary information and add your questions. You can also change the format to your needs - every client is different! Once finished, send it on Blackboard.

Click below to download the template.

For this stage (SOS), plan a research that will help you discover something that is missing in the briefing, or that the client does not know. 

Plan:

1. Research objectives

2. Research type (quantitative/qualitative)

3. Data type (primary and/or secondary research)

4. Research method (survey, interview, focus groups, A/B testing, etc)

5. Scope and time (how will you conduct the research?)

6. What should you do to make sure you comply with ESOMAR and PIPEDA guidelines? 

Executing this research plan will be part of your grade for Assignment #1, so think about time and effort! Make it doable!

Send the research plan on Blackboard in a Word or PDF document.

Assignment #1 - SOS (Situational Analysis/Objectives/Strategy) – Building Part 1 of the Marketing Communications Strategy

Student groups will work to conduct a Situational Analysis (SWOT, TOWS, PESTLE, Value Proposition, Business Model Canvas), understand the long-term Objectives of the organization (Vision and Mission) in order to align the SMART Short-Term goals with the ultimate Strategy (STOP) that groups will build for their clients with client’s overall approval of the direction. Promotional Strategy groups will leverage Personas to build Digital Marketing Strategy through the use of the TOPPP SEED Model (Remember Culture eats strategy for breakfast, so only include the pieces that help your team position your Value Proposition to right Target Market).

TOPPP SEED

·      Target Markets (essential)

·      Objectives (summarize what objectives the strategy will fulfil)

·      Positioning (essential)

·      Processes (new processes like a new CRM system or a new marketing automation system or AI)

·      Partnership (strategic alliances, co-marketing or marketing marriages can make marketing more cost effective) 

·      Sequence or stages e.g. pilot campaign, then roll out in region 1, 2 & 3 or a sequence of tactical tools e.g. advertising followed by sales drive

·      Experience (Does the strategy support the right Customer Experience ‘CX’?)

·      Engagement (what level of the Ladder of Customer Engagement is required?)

·      Data (can data be used to add value, or target new customers – this may overlap with ‘Processes’ – major opportunity here)

Consider these questions before finalizing your Strategy:

·      Does your Strategy clearly identify and address a specific ‘Challenge’?

·      Does your Strategy seize any opportunities to help customers even better via digital?

·      Does your Strategy improve the customer experience?

·      Does your Strategy build relationships with customers?

·      Does your Strategy strengthen the brand?

·      Does is create sustainable competitive advantage?

·      Does it move with market trends?

·      Are mobile, content marketing and social media part of the strategy?

·      Do you have, or can you get, the resources required (budget, data, skills, time-scales) from your client?

·      Has your group considered several strategic options with your client before choosing this strategy?

Deliverables

Presentation communicating the key outcomes of this strategy to assigned client and video recorded, so the client can view it and sign off the plan.

Report directed at the client with a breakdown of Situation, Objectives, Strategy, with Digital Marketing Strategy through the use of TOPPP SEED Model

Format for Written Report & Presentation

Your group will produce a succinct report, please include at least the following:

Written plan with a Title Page,

Table of Contents,

Executive Summary,

Content of the Report, Appendix,

and References (use APA style to cite your sources for research conducted)

Presentation should be recorded on video and be no more than 10 mins. Remember this is a video that will be presented to the client as part of the approval process. Groups should have a purpose at the beginning of the presentation – By the end of the presentation we need you to approve the Marketing Strategy. The presentation is all about selling the client on why you think this is the best strategy for them to pursue within the objectives you have set.

Assignment 2 # TAC

Students will build one persona and one customer journey map and align their promotional mix tactics with the 5 stages of the customer journey for the desired persona while considering the 9 criteria of The Tactics Matrix within the framework of POEM (Paid, Owned, and Earned Media) to achieve Strategic Plan set forth in Assignment #1. This will include a series of mock-ups that can be showcased to clients both in the report and presentation. Students will also align these tactics with Controls (KPIs), so the organization can measure their success in line with the overall strategy.

Deliverables:

SOS Revised: Review your SOS part and make sure you are incorporating both the client and instructor's feedback. Add the new parts below.

Tactics: Building off the Strategy that the group set in Assignment #1. Students will leverage the 5 stages of customer journey maps for each persona and 9 criteria of The Tactics Matrix within the framework of POEM to build out promotional mix tactics to help move the customer through Awarness, Consideration, and Conversion stages.

Teams will also build out a series of Mock-Ups aligning with different stages of the customer journey map.

Each promotional piece mock-up should have a communication and behavioral objective and then should align to a set of KPIs that the group is measuring in order to measure the success of the campaign and short-term objectives for the organization's marketing strategy outlined in Assignment #1.

Action:Create an internal marketing plan considering that your team will effectively work in the project. Read more about internal marketing plans here.

Highlight any systems, processes, guidelines and checklists for your internal organization.

Controls: Make sure that all outcomes in the report and presentations have clear measurables (KPIs) that align with outcomes expected to be achieved and align with the overall Marketing Strategy set out in Assignment #1

Add the budget for the project considering at least 6 months of marketing campaign.

Format for Written Report & Presentation

Your group will produce a combined inclusive report which will presented to the client at the end of the semester. Please make sure to include the following in your report and remember this is a deliverable for the client and not me:Title Page,

Table of Contents,

Executive Summary,

Content of the Report (SOSTAC, TOPPSEED), what you have tested, results, and next steps.

Appendix (Personas, Customer Journey Maps, Sample Promotional Material)

and References (use APA style to cite your sources for research conducted)

Presentation should be no more than 15 mins. Remember it will be presented to the client at wrap-up on November 27th. As per the above Action section, the presentation is directed at your assigned client and should highlight key areas of your combined reports that help onboard and create buy-in with your client. There is no requirement for all students to be involved in the presentation as long as they have participated in building and executing the plan. However, all group members should be present in the final day to answer questions that may arise.

Complete your self and peer evaluation by the due date on Blackboard.