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1、Campaign Plan,BEAUTIFUL RED BLANKETS,About us,Beautiful Red Blankets is a hypothetical company made up for the purposes of developing a marketing campaign plan template. As the name suggests we sell beautiful red blankets.,The opportunity,To position Beautiful Red Blankets as a luxury gift for hard-
2、to-buy-for elderly relatives.,Australia expects a rapid increase in the number of aged people from 14% of the population in 2010 to 23% in 2050. Seniors are notoriously hard to buy gifts for given their high amount of accumulated wealth and assets, as well as their low lifestyle-related requirements
3、 for new products and services. Seniors also have a greater number of gift giving opportunities; mothers/fathers day, Christmas, birthdays and anniversaries, as well as get well gifts in time of ill health. There are few gifts concepts that offer both practicality and luxury targeted at this audienc
4、e.,Number of Australians aged 65+ (millions),65-84,85+,The target audience,FAMILY FOCUSED,STYLE & GRACE,DELICATE OBSERVER,Very elderly or physically disabled relatives seek comfort in practical gifts that can be used easily.,Now the children have flown the nest, these discerning retirees can enjoy t
5、he finer things in life; quality homewares, luxury travel, gourmet restaurants. They want gifts of quality that spoil them.,With the role of grandparent key to their identity, the family focused retiree is someone who values their role in the family and wants a gift that thanks them for, and recogni
6、ses, their effort as a secondary care-giver.,Psychographic segmentation reveals three target audience personas.,Family focused,Gifts should recognise the recipients own wants and needs, but also have a practical purpose. For the family focused retiree, Beautiful Red Blankets are a multi-purpose tool
7、; wrap the grandkids up when they fall asleep on the couch, or use it as a rug to stage an indoor picnic.,Style & grace,Gifts should be high quality, with a brand that reflects their taste for high end goods. For retirees with style and grace Beautiful Red Blankets are used as a throw on a bed or so
8、fa to accessorise in a premium way.,Delicate observer,Gifts should recognise the limitations of the individual receiving them and provide an easy way to improve their quality of life. For more delicate older relatives and friends, Beautiful Red Blankets can be used as a lap blanket to keep them warm
9、, or as a bright accessory in otherwise neutral care facility and hospital rooms.,Summary of key needs,Bright,Premium brand,Warm,Practical,Quality construction,Multi-use,Message hierarchy,Customer journey/touch points,Roles and responsibilities,The following campaign elements are required to execute
10、 Beautiful Red Blankets Marketing Plan.,Integrated campaign concept,Copy per touch point,Final artwork,Creative agency:,Placement strategy,Media buy,Schedule management,Media agency:,Editorial strategy,Content generation,Content placement,Content partner:,Brief,Feedback,Sign off,Client:,Campaign tim
11、eline,Beautiful Red Blankets Campaign Timeline,Free additional slide templates,Divider slide,Colour 1,Divider slide,Colour 2,Divider slide,Colour 3,Divider slide,Colour 4,Divider slide,Colour 5,Agenda slide,Todays presentation is composed of the following components.,EXAMPLE POWERPOINT DESIGN,Meet t
12、he team,Between us, we have 100 years of experience crafting memorable marketing campaigns.,Market overview,Key point summary.,Sector one,Sector two,Sector three,Sector four,Sector five,ANNUAL REVENUE ($),Clear dot points explaining key sector characteristicsClear dot points explaining key sector ch
13、aracteristicsClear dot points explaining key sector characteristicsClear dot points explaining key sector characteristicsClear dot points explaining key sector characteristics,ABOUT THE SECTOR,Mobile solution overview,Key point summary.,Key selling point 1: this is placeholder text describing the fe
14、atures and benefits of the product or service solution that relate to key selling point one.,Key selling point 2: this is placeholder text describing the features and benefits of the product or service solution that relate to key selling point one.,Key selling point 3: this is placeholder text descr
15、ibing the features and benefits of the product or service solution that relate to key selling point one.,Key selling point 4: this is placeholder text describing the features and benefits of the product or service solution that relate to key selling point one.,Key selling point 5: this is placeholde
16、r text describing the features and benefits of the product or service solution that relate to key selling point one.,Pricing options,Key point summary.,Text only,Key point summary.,Sometimes its necessary to explain things in simple sentences. To write a small story or a compelling tale that adds co
17、ntext and richness to the pitch youre making. Theres no need for images, graphs or illustrations. Some call it KISS. Keep It Simple Stupid. After all, if you can write with passion and explain exactly your point, then whats wrong with free text to sell your product, solution or service. Leave the fancy stuff for later and embrace your stream of prose today.,
