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by: Juston Wiza


Juston Wiza
GPA 3.8


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About this Document

Class Notes
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This 2 page Class Notes was uploaded by Juston Wiza on Thursday September 17, 2015. The Class Notes belongs to ADV 3001 at Florida State University taught by Staff in Fall. Since its upload, it has received 82 views. For similar materials see /class/205495/adv-3001-florida-state-university in Advertising at Florida State University.




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Date Created: 09/17/15
February 23 2011 Creative Briefs Brief is a bridge to people that are not in meetings Account service 9 is the mediator between agency amp client Your goals for an email marketing campaign is to get people to open and click Use people s own wordsreviews aka research Segmenting the audience who we are targeting not just the past guests as a whole Sections of creative brief 0 Assignment I Should already been written 0 Opportunity for the client I Make the offer unique I What are some things happeninggoing on this time 0 Challenge for the agency I What s hard about the assignment we need to be aware of 0 Who are we talking to I Outline research here 0 What do we want them to do I Open click buy email marketing 0 Single most important thing I Offer not a brand line 0 How will client measure success I Can tier here but ultimately buy 0 Information that supports the client s message I All about the client here ex Email brief the property has awards exclusive amenities and differentiation Don t put the creative in a box Communication plans Learn about the brand Write a communication plan for the year The communication plan 0 Start with a title slide 0 Table of contents 0 Client learnings I Regurgitate what you know about the client Client challenges I Opportunity to get the client to understand problems I Pave way for expectations for product 0 Client opportunities I Make a challenge and opportunity 0 Business goals I Make client be specific about what they expect 0 2011 target markets I Who are your target audience this year Q I Who s the perfect customer I Think ofan actual target and who might be accompanied within 0 Competitive review I Who are the competitors 0 Define 35 0 List them I Competitor 1 etc 0 Give list of the competitor have own slides 0 Do your research 0 Competecomquantcastcom 0 Be very descriptive or will lose clients interest I Competitive spending overview 0 Use Google have tools depending on company 0 Core idea I What is the tone of the plan 0 Media I Media strategy 0 What channels will we use 0 OOH out of home 0 Digital BzzAgent o Maximizing reach amp frequency 0 Demonstrate negotiation and added value 0 Squeeze everything you can out of media vehicle 0 What are you trying to do 0 MARCOM MIX 1 PR advertising digitalsocial 0 Lead with what the client think will be most successful I MARCOM strategy 0 Strategies that will impact the audience I MARCOM tactics o How will it come alive as many as you want that are creative examples and details 0 Measurement I KPI key performance indicator ex We want to raise our FB s amount 0 Budget Assignment for next week 0


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