Section 1 – Who Are We?
Company Intro
Introducing the company and its purpose helps you determine the right direction to go.
What is the company you’ll be highlighting (Name/URL/Industry)?
What is the product line-up?
How do others describe the brand?
Situational Analysis
As you begin to understand more about your company’s identity and purpose, you will want to begin comparing it with your competitive landscape to understand what opportunities are available/needed.
What’s happening in the industry?
What’s happening in the macro/micro environments?
What are Strengths/Weaknesses/Opportunities/Threats (SWOT)?
Who is the target audience and what communication channels do they use?
What is the main goal/outcome of this campaign? (based upon situational analysis)
Marketing Mix
What is the desired ROI?
What is your breakeven point?
How will we promote it – what channels?
Section 3 – How Will We Get There?
Strategy
This section is designed to set up the tactics for accomplishing and evaluating your desired goals and KPIs.
KPIs
Based on the previous steps, you can begin to determine a specific objective and key performance indicator (% increase/decrease) for your goal.
What two objectives will you need to accomplish? These can be tactical or strategic.
What key performance indicators (KPI) will you need for benchmarking your success of each objective?
What measurable outcomes do you need?