10 Feb MARKETING METRICS AND

JWI518 Marketing in Global Environment Week 5 Assignment Part A Assignment 2: Marketing Campaign Slide Deck Part A: Create Slides 1 to 6 Overview In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The ChiefMarketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. Theyhave asked for a presentation with details of the proposed Marketing Campaign. This presentation will bedeveloped as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3. For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment,there is an Assignment 2 Template available in your Blackboard course. You should use this template as aguide in developing your slides, to ensure that all required content is included. Bear in mind that your audience will be the CMO and members of the company’s executive team. As highlevel ecision makers, these are very busy people, so you know that you must present your ideas concisely,to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign. Leverage what you have learned in the first seven weeks of your JWI 518 – Marketing in a GlobalEnvironment course, including the textbook readings, Lecture Notes, articles, videos, and external resources.You will also build on the work you did in your Campaign Brief in Assignment 1.Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in theassignment module in Blackboard. Submission of Part A and Part B In Week 5, for Part A, you will create only Slides 1 to 6. Your professor will grade the slides and provide feedback to help you revise the first six slides. Your slides should be as complete as possible. If you still need additional data, note this in your slides, indicating what will be added and where you will locate the data. Assignment 2, Part A is due by Sunday, midnight of Week 5. In Week 7, for Part B, you will incorporate your professor’s feedback into Slides 1 to 6, create Slides 7 to 10,and add your References. Then you will finalize and submit the Full Slide Deck, as Assignment 2, Part B. Instructions Construct your slides for Assignment 2 using the Slide Deck Outline below. The slide numbers inparentheses refer to the numbered slides in the Assignment 2 Template. You may add some additional slidesfor topics that need them, but your total slide deck must be no more than 15 slides. Slide Deck Outline COVER SLIDE (SLIDE 1) • Enter Company name, Campaign name, and Product or Service name • Enter Student name, Professor name, and Submission date PRODUCT / SERVICE AND FEATURES (SLIDE 2) • Introduce the product or service for the campaign: o Description of the product or service o What is its core purpose or function? • What are its key features and benefits? o Specify three or four key features o Briefly describe the benefit of each key feature • Where indicated, add a logo or photo representing the product or service MARKETING GOALS (SLIDE 3) • Which marketing goals will this campaign support? o Provide a minimum of 3 and a maximum of 5 goals o Write a brief SMART description for each goal § SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Bound o You may select from the sample goals below or add your own alternative goals: § Build brand awareness § Increase in number of items sold § Increase in market share § Capture a new target market § Broaden the company’s mix of products/services § Increase overall company revenues § Increase donations to organization § Improve ROI on advertising expenditure § Change or improve the company’s image is subject to change based on the needs of the class. TARGET AUDIENCE AND COMPETITION (SLIDE 4) • What are the key characteristics of your target audience? • How will you differentiate your brand from the competition? o Fill in the chart provided in the template to compare your product or service to similarofferings from two competitors in the marketplace CUSTOMER NEEDS AND WANTS (SLIDE 5) • Customer Need: o What customer “need” does your product or service address? o What is the value that the product or service delivers to the customer? o Why would a customer buy the product or service? • Customer Wants: o What customer “wants” does the product or service fulfill? o How does it reinforce the customer’s self-image? o How does it connect the customer with others? CUSTOMER VALUES AND BELIEFS (SLIDE 6) • What are the core values and beliefs of your target audience? • How will this campaign connect your brand to those customer values and beliefs? MARKETING MESSAGES AND STORY (SLIDE 7) • What are the key features you need to highlight in your marketing messages for this campaign? • What is the “story” that you will use to appeal to customers in this campaign? • What words and images will you use to “frame” your marketing story for this campaign? SOCIAL MEDIA STRATEGY (SLIDE 8) • Where will you advertise to reach your target audience for this campaign? o Choose 3 social media channels and fill in the chart provided in the template • How will you use social media to engage your audience for this campaign? • How will you use social media to spread your marketing message widely in this campaign? MARKETING METRICS AND BUDGET ALLOCATION (SLIDE 9) • Select at least 4 marketing categories – examples are provided in the template • For each marketing category, fill in the chart to answer these questions: o What is the budget dollar amount? o What is the budget percentage? o Is this marketing category using a digital or traditional type of channel? o Why is this category relevant for your campaign? o What metric(s) can be calculated with data from this category? o How often should data be collected to calculate the specified metric(s)? Note: Over 50% of the budget must be for digital marketing channels versus traditional CONCLUSION (SLIDE 10) • Describe the short term and long term benefits of a successful campaign • Specify the reasons why the executive team should approve your proposal • Thank your audience and invite questions 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 list all your research sources on the References slide(s), using the format presented inthe JWMI Writing Standards Guide. • List your references in the order that they are used in your PowerPoint Slides. • You should have some course work references and some references from your own research. Slide Deck Formatting Requirements • Submit your assignment in the form of a 10 to 15 slide PowerPoint deck § Note: Your References slide(s) do not count towards the total of 15 slides • Use the Assignment 2 Template provided and include all the required content items • Limit the amount of text by expressing your ideas briefly and succinctly • Format your slides professionally and consistently • Review your slides to remove any spelling and grammatical errors

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