#OUJ4860

PROJECT OVERVIEW

THE FINAL PROJECT IN ONE SLIDE

• Research

• Objective

• Programming

• Evaluation

LET’S TALK RESEARCH

STEP ONE OF BOTH PROJECTS

• Situation Analysis

• External Environment

•Industry Overview• Characteristics• Key success factors• Porter’s Five Forces

SITUATION ANALYSISPEST PLAN

• Political.

• Economic

• Social

• Technology

SITUATION ANALYSIS

•Competitive analysis•Direct•Substitute•Where are gaps or core competency?

SITUATION ANALYSIS

•Market Analysis• Where are we now?• Where are we going?

SITUATION ANALYSIS

•Buyer Behavior•B2B•B2C

SITUATION ANALYSIS INTERNAL ENVIRONMENT

Internal Environment

•Organizational Overview• Characteristics • History • Core competency• Financial history

•Summary segmentation and positioning

SITUATION ANALYSIS INTERNAL ENVIRONMENT

Internal Environment

•Product• Integrated marketing communication. Do they play together or sit in silos

•Pricing•Logistics and supply chain. How does the concept get to market?

HOW DO YOU FIND INFORMATION?

• Qualitative Research

• Quantitative Research

• You should do both

WHAT DO YOU DO WITH THIS INFORMATION?

• Data is irrelevant if there isn’t content with context.

• You need to identify core finding that are the result of your research.

• What is the audience?• How do we reach them?• What are barriers we haven’t thought of?• SWOT analysis can help here.

WHAT DO YOU DO WITH THIS INFORMATION?

• Those finding are at the core of your big idea, objectives and programming.

• If this isn’t aligned, you don’t do well.

OBJECTIVES

OBJECTIVES

• Goals are often provided to you.

• You create a big idea that unifies the campaign.

• Objectives make the abstract big idea more concrete.

• We do a bad job creative objectives.

• It muddies the campaign.

LET’S TALK THE BIG IDEA

• You want a connected protagonist.

• You want a brand archetype the audience can believe in.

• This influences tone, color and imaging.

LET’S TALK ABOUT OBJECTIVES

• Output are raw numbers.

• Impact change perception or behavior.

• You need to have both.

• Impact takes more work and can result from your research.

WHAT DOES A GOOD OBJECTIVE HAVE?

• Singular infinitive phrase.

• It must be quantified.

• It must be difficult to reach but attainable.

• It must be aligned with the research and audience.

LET’S TALK PROGRAMMING

PROGRAMMING

• This is a media kit.

• This is social media.

• This is an advertising plan.

• You choose what you think will work for the client.

• You also create the content.

PROGRAMMING

You will need to do two things related to programming.

1. You need to explain how this programming aligns with the research, goals, big idea and objectives.

2. When you create the programming, the content needs to do what you say it’s going to do.

3. It needs to meet the criteria I talked about in 3700. Same grading rules apply.

EVALUATION

EVALUATION SHOULD BE EASY

• Did you meet the targets listed in the objectives?

• If your objectives are bad, this goes haywire.

SO WHAT WILL YOU HAND IN?

• A complete communications plan.

•Research•Objectives•Programming (Ideas and the content)•Evaluation

SO HOW IS FARKAS GOING TO GRADE YOU?

• For the Lombardi project:

• 100 points research

• 100 points programming

• 50 points for objectives

SO HOW IS FARKAS GOING TO GRADE YOU?

• For the final project:

• 150 points for research

• 200 points for programming

• 50 points for objectives

SO HOW IS FARKAS GOING TO GRADE YOU?

• Research

•Did you follow the steps?•Did you ask the right questions?•Did you talk with the right people?•Is everything aligned?•This is inherently a bit subjective.

SO HOW IS FARKAS GOING TO GRADE YOU?

• Programming

• Is everything aligned?•The same criteria I used in 3700 on assignments.

SO HOW IS FARKAS GOING TO GRADE YOU?

• Objectives

•See the slides on objectives. Did you fit that criteria?