Assignment Details
Over the course of the last several modules, we have gone over demographics, psychographics, brands, competition, etc. In this assignment, we are going to start putting everything together. You are going to start developing your campaign. You have done research, you have looked at competitors, and you have looked at your demographics.
This week you are going to start developing your campaign. You are going to determine what kind of campaign you and your team would like to create. From there, you are going to create a series of SMART objectives.
- For this assignment, create a maximum of four (4) SMART objectives and develop a Creative Strategy Statement.
- Review the Assignment Instructions.
Actions - Please read Chapter 2.
This is a team submission as well. As a team, on behalf of the company you represent, you are going to complete this assignment. Please review the student example below prior to completing the assignment:
In addition, the templates below should be used when creating your goals.
SMART Goal Template (use the template if you don't know where to start)
Awareness
"To have an effect on awareness; specifically to create ___________ (knowledge / understanding) by _____% of ________(targeted public) about the __________________ within / by __________ (targeted date)"
Acceptance
"To have an effect on acceptance; specifically to ______________(desired outcome i.e. regain trust / acceptance) among ________% of _________________(targeted public) __________________(organization is doing – i.e. acting responsibly, being transparent, honest, etc) by ____________(targeted date).
Action
To have an effect on action; specifically to ____________________ (desired outcome i.e. support sales, increase registration, positive opinion) by _______% of the ________(targeted public) within/by ________(targeted date)
SMART/Creative Strategy Statement Assignment
Assignment Background
Over the course of the last several modules, we have gone over demographics, psychographics, brands, competition, etc. In this assignment, we are going to start putting everything together.
For this assignment, create a maximum of four (4) SMART objectives and develop a Creative Strategy Statement.
Assignment Components
1. Watch the video Setting Objectives provided in the module. With respect to your product, you are to determine:
1. Is this an awareness campaign? 2. Interest/Engagement campaign? 3. Activation campaign? 4. Conversion campaign? 5. Loyalty campaign?
Once you determine what type of campaign, you are then going to set your objectives.
2. Complete this section of the Copy Platform located in the Appendix of your textbook:
Submission
Submit one file in the appropriate module that includes the following:
1. What type of campaign are you aiming for? 2. What are your objectives for the campaign? 3. Why and how are your objectives meeting the SMART Criteria. 4. What is the CSS?
Additional Information
What are the criteria for SMART Objectives?
Specific—What exactly are we going to do for whom? The “specific” part of an objective tells us what will change for whom in concrete terms. It identifies the population or setting, and specific actions that will result. In some cases it is appropriate to indicate how the change will be implemented (e.g., through training). Coordinate, partner, support, facilitate, and enhance are not good verbs to use in objectives because they are vague and difficult to measure. On the other hand, verbs such as provide, train, publish, increase, decrease, schedule, or purchase indicate clearly what will be done.
Measurable—Is it quantifiable and can WE measure it? Measurable implies the ability to count or otherwise quantify an activity or its results. It also means that the source of and mechanism for collecting measurement data are identified, and that collection of these data is feasible for your program or partners.
Attainable/Achievable—Can we get it done in the proposed time frame with the resources and support we have available? The objective must be feasible with the available resources, appropriately limited in scope, and within the program’s control and influence.
Relevant—Will this objective have an effect on the desired goal or strategy? Relevant relates to the relationship between the objective and the overall goals of the program or purpose of the intervention. Evidence of relevancy can come from a literature review, best practices, or your theory of change.
Time bound—When will this objective be accomplished? A specified and reasonable time frame should be incorporated into the objective statement. This should take into consideration the environment in which the
change must be achieved, the scope of the change expected, and how it fits into the overall work plan. It could be indicated as “By December 2010, the program will” or “Within 6 months of receiving the grant,…”
,
Student Example
The campaign type will be interest generating. We are looking to generate interests in an untapped market: college students (ages 18 to 30) who are budget-conscious to consider Apple for their next laptop. This strategy attempts to raise brand awareness, cultivate long-term relationships with target audiences, and increase consumer loyalty by addressing this new target audience. With this campaign, we must convince this audience that they are saving more money in the long run by investing in a MacBook computer.
SMART Objectives:
· Increase the engagement strategies to strengthen customer loyalty on social media by 30% in June 2022.
· Increase the number of visitors on our website by 20% in two months.
· Increase the number of impressions and mentions by target audience (ages 18 to 30) by 30% over the next quarter.
· Increase sales of MacBook computer units to target audience of 18 to 30 years of age by 12% over the next quarter (3 months).
Creative Strategy:
A. MacBook makes your life more convenient. For a busy college student, there is much to juggle and much to do in a short span of time. MacBook facilitates daily tasks and responsibilities, with a prolonged battery life and lightweight, sleek design to keep you going without delay.
B.
1. Important features of MacBook Air with M1 Chip:
· Supports split screen view for ease of use
· Operating power that is more than 3 times faster than previous versions with reduced battery usage.
· Up to 18 hours of battery life (average 15).
· iPhone to Mac compatibility: take calls and texts from your phone directly on your computer. Share files and sync calendars seamlessly.
· 13” inch screen and lightweight design (weighs about 3 lbs.) for portability and ease of use.
· M1 chip runs extremely cool, so no need for vents or fans. (This means you can try to study in bed, on your backpack…)
2. Relevant Statistics for the campaign:
· Apple is among the most, if not, the MOST trusted brand, according to these two sources below:
·
Source: Clark.com, https://clark.com/technology/best-computer-brands/
Source: Statista.com
3. Apple Computer Reliability. According to Consumer Reports in 2016, Apple was the most reliable computer after two years of continuous use:
Source: https://www.consumerreports.org/products/computers-28965/laptops-28701/microsoft-12-3-surface-pro-w-128gb-core-m3-4gb-ram-392916/
4. Consumer Profile Comparison/Summary :
Current Audience (Market): Individuals willing to spend more money on their electronics, most likely with an income higher than average according to the laptop prices within the same market segment. Individuals who are loyal to Apple due to the premium quality of our brand’s products.
Target Audience: College students (18-30), no or low income/ parental funds, workaholics with a need of a qualitative electronic device for their work purposes.
Our campaign is made to convey to college students that purchasing a new laptop will save them money in the future. The new Apple laptops are known for their long-lasting battery life. Hence, college students can be sure that they won't have to get a new one for the foreseeable future (at least 5 years). Purchasing a MacBook Air with M1 Chip is an investment in the time and money of every student as they’ll serve them for a long time.
