Use the Assignment 1 Template provided in your course shell. The headings below mirror the sections in the
template and provide you with some detailed prompts for each section. Respond to all the prompts and
questions below to ensure that you include all required content in the assignment.
HEADER
• In the header area, enter the due date, your name, and the name of your product or service
A. PRODUCT OR SERVICE
• Briefly describe the product or service you have selected for your marketing campaign. Explain
its basic or core functionality in satisfying a customer need.
• What are key features of your product or service? Be brief, but provide context. For example, use
the format “Feature: Brief descriiption of the feature and its benefits.” �
B. BUYER PROBLEM
• What consumer “need” does your product or service address?
• What are the core results your buyers are seeking?
C. TARGET AUDIENCE
• What are the key demographics and characteristics of your target audience for this campaign?
• Is your target audience one segment, or should it be divided into two or more segments? If so,
what are those two or more segments?
D. VALUES AND BELIEFS
• What are the top two or three underlying values and beliefs that you will target for this campaign?
• For each value that you have listed, provide a short descriiption
• How can your campaign connect the product or service to the values of its buyers?
E. MARKETING MESSAGE
• What are the top three differentiators (points of difference) that distinguish your product or
service from similar offerings sold by your competitors?
• For each point of difference that you have listed, provide a short descriiption
• Write a short value proposition for this campaign in a manner that is engaging but succinct.
F. REFERENCES
• You should conduct research so that you will be knowledgeable on your target market,
segmentation and other critical factors in developing a sound plan.
• You must cite the reference in the body of the brief, using the JWMI Writing Standards Guide,
placing a (1), (2), (3) within the text that then aligns to the references.
• Citations are required for any references to market data or third-party sources.
Campaign Brief Formatting Requirements
• Typed, using a professional font (size 10-12)
• Use the Assignment 1 Template provided in the course shell
• Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the
spaces that are provided for your name, the date, etc. in the template.
• References must be included and provide information that enables the reader to locate the
original source. Application and analysis of course materials and resources are expected, and
additional research is welcome.
• Your Campaign Brief should be two to three pages in length, including your References list
