Create a promotional critique/plan for an existing business of your choosing. You will analyze their advertising, social media, publicity, and sales promotion activities. You will identify a target audience, and create a strategy, goals, objectives, tactics, and metrics in order to provide recommendations for the business to improve its promotional effectiveness.
Cover the following 2 points:
Part 1. Communication goals:
-Who is the target audience for this plan? (pick one specific segment)
-Come up with one broad strategic goal for the plan.
-Then, develop three SMART objectives the business should put in place.
-Discuss what metrics will be used to evaluate these objectives.
Part 2. Creative strategy:
-Come up with an overall creative strategy for the campaign.
-The creative strategy is essentially the “brand story.”
-This should be relevant to the business’s brand image and audience. What is the “brand story?” —Be sure to provide justification for the story you are going to tell. It’s important that you only discuss the big idea here.
