Subject: Marketing

Topic: Develop a marketing campaign Paper details: Develop a marketing campaign brief based on your recommendation to the SEC advisory board. Briefs are summary level documents that convey the intention of the campaign in 2-3 pages + illustrative examples. Your campaign brief should include: Campaign objectives: Be as specific as possible about the action you are trying to drive (e.g. Generate 100 inquiries for information about the SEC program from targeted market segments between January – March, 2016) Target market segment identification: Describe in detail (demographics, behavior, geography, etc.). Remember most of the channels let you target very specifically to particular audiences. Needs being addressed: What needs of the target audience is this campaign addressing (e.g. develop leadership skills to create social change; earning a degree while working full-time, etc.) Key message points: How does the SEC program meet the needs? (e.g. Pepperdine’s unique blend of in-person/online classes helps working professionals, etc. ) Call to action: Reflects the action you are trying to drive (e.g. click here to download information…) Example of creative execution : Can be a mock-up or example of a campaign you find during your research). Measurement approach: How will you determine if you campaign met its objectives? Again, most of the channels provide good analytics.