1
Suggested Deadlines
Agency Teams Formed: Tuesday, August 29, 2017
Client/Product Name: Thursday, September 7, 2017
Status Reports:
1. Industry/Company Review: Thursday, September 28, 2017
2. Product Review/Buyer Analysis: Thursday, October 5, 2017
3. Competitive Review: Thursday, October 12, 2017
4. Buyer Personas, Segmentation, Targeting, and Positioning: Thursday, October 19, 2017
5. Communications Objectives & Budget Request: Thursday, October 26, 2017
6. Creative Strategy Statement/Source Determination: Tuesday, November 7, 2017
7. IMC Program Element Mix: Tuesday, November 14, 2017
8. Specific Media Objectives/Mix: Tuesday, November 21, 2017
9. Evaluation Program: Tuesday, December 5, 2017
Presentation to Client or Class and Final Report: Tuesday, December 12 – 1:30pm-
4:00pm
FINAL PROJECT REPORT
Review of Marketing Plan
Industry Background (e.g., demographic, economic, technological, political, legal, social,
cultural, environmental)
• Size
• Growth
• Current Trends/Developments Affecting the Promotion Program
• Macro-environment Factors and Issues
Company Snapshot
• Place in the Industry (e.g., size, growth, image) (REPORT 1)
• Sales History
• Target Markets
• Positioning of company
• Brand Review (the product/service that constitutes the focus of the campaign)
• Market Share, Sales, Growth
• SWOT
• Key Benefits
• Brand Image
• Positioning of product