1. WEEK 8
MKT 365

2. 10 STEPS
1. Conceptualize
2. Situational Analysis
3. Target Audience
4. Behavioral objectives and
goals
5. Barriers, Benefits and
Competition
6. Positioning Statement
7. Marketing Mix (4 p’s)
8. Monitoring and Evaluating
9. Budget
10.Implementation

3. RECAP! SO FAR WE…
1. Identified a target audience
2. You know what you want your audience to do
3. You know the benefits and barriers your audience faces
4. You know how the audience perceives competing
offerings/behaviors
5. You are aware of who your audience is influenced by
6. You have a positioning/value statement that will guide
your team’s decision making and your audience’s core
behavior
7. Developed the marketing mix for product, price and place

4. THE MARKETING MIX
• Promotion
• Week 8 and we just get to
promotion?
• Why?

5. PROMOTION
Persuasive communications designed and
delivered to inspire your target audience to
action.
How? Based upon what you know so far,
highlight:
• Benefits of features (Product)
• Incentives (Price)
• Where and when (Place)

6. THE CREATIVE BRIEF
(PG 320)
• Promotion is the creative side of marketing
• In order to ensure clarity of purpose all marketing plans
should contain some type of creative brief
• One or two pages that show how communication will be
meaningful, believable and distinctive
• Sections:
• Purpose of communications
• Target audience
• Communication objectives
• Positioning statement/value proposition/value promise
• Benefits of VP
• Support
• Style and tone
• Openings

7. EXERCISE
Creative brief on childhood obesity campaign!
• Purpose of communications
• Target audience
• Communication objectives
• Positioning statement/value proposition/value promise
• Benefits of VP
• Support
• Style and tone
• Openings

8. CREATIVE STRATEGY TIPS
EXERCISE
Present a creative tip from the book on pages 331 to 338; Come
up with a concrete/real example for our childhood obesity
example.
Group 1 Tip 2
Group 2 Tip 3
Group 3 Tip 4
Group 4 Tip 5
Group 5 Tip 7
Group 6 Tip 8
Group 7 Tip 9
Group 8 Tip 10

9. PROMOTION: PART 2
Messaging strategies
Messenger strategies
Selecting communications channels

10. • What do you
want the
audience to do?
• What do you
want them to
know?
• What do you
want them to
believe?
• Engagement
strategy
MESSAGING STRATEGIES

11. Two sides messaging is
particularly relevant because
it highlights the good and
the bad (useful and
beneficial but hard to do…)
“It can wait” campaign is a
good example. Highlights
the positive (less risk of
injury) while acknowledging
the difficulty (waiting to send
a message.)
ONE SIDED OR TWO SIDED

12. • Pre-contemplation
• Contemplation
• Action
• Maintenance
• Different messages
for different stages
(knowledge, belief
and action change
at each…no?)
MESSAGES RELATIVE
TO CHANGE STAGES

13. • Partners
• Endorsements
• Social
media/participative
MESSENGER STRATEGY

14. SELECTING COMMUNICATION
CHANNELS
• Types of communication channels (print,
social media, visual, promotional items)
• Specific media vehicles (which website,
which publication, which channel etc.)
• Timing of communications

15. CHOICES
• Advertising (paid media)
• Public relations and special events
• Printed materials
• Promotional items
• Signage and displays
• Personal selling (face to face)
• Social media
• Websites
• Popular culture and entertainment

16. • Cost effective
• Participative
• Engaging
• How do you
strategically use?
SOCIAL MEDIA DOMINANCE

17. EXERCISE
Develop a social media strategy for the childhood obesity
campaign
Specifically, how would you use the following tools?
• Facebook
• Instagram
• Twitter
• Text messages
• Tumblr, Blogger
• Youtube
• Pinterest