Week of 1/6Campaign Overview

What they aren’t:

•“matching luggage sets”•the exact same copy in different places•boring

What they are:

•the same message in different ways in different places•a consistent voice•just because the press ad and website have the same look and copy, it won't necessarily connect with consumers

IMC Campaigns- review

Week 1Campaign Overview

Steps in a campaign:

•Research- Analyzing:•Situation•Organization•Publics/Targets•Other research•Establish Goals and Objectives•Formulate Strategies•Determine Tactics•Implement Plan•Evaluation

Creating Campaigns-

Week 1Campaign Overview

Steps in a campaign answer the standard

questions:

•Who?•Organization•Publics/Targets

•When? & Where?•Target Market research•Organization needs•Strategy

•Why?•Goals•Objectives

•What? & How?•Strategies•Tactics

Creating Campaigns-

Week 1Tuesday

Key industry terms

•Project- a single and short lived assignment/activity designed to meet an objective

•Quick Campaigns are project rooted- accomplish a specific objective, single purpose

•Program- ongoing activities with several objectives aligned under a goal and focus on a particular public

•Beer Cart Fridays for Employees•Food Truck Wednesdays•Annual Stockholders retreat•Fam Trips

•Campaign- set of activities with a specific and finite purpose. Has a set length of time and deals with the objectives and goals related to a particular problem/need.

Week 1Tuesday

Lab Assignment/Homework:

LA/HW#1: Job Market Review:Find 3 job listings for entry level positions that interest you,

summarize the key skills and competencies they are looking for within all the positions. The things that are common across the board. How do you fit? Would you hire you based on your skills

and experience and what can you do before graduation to make yourself more marketable for these positions? What’s stopping

you? Due: Tuesday

Read Phase 1, Steps 1 & 2

Week 1Campaign Overview

Thought of the Day:

“ It is better to have useless knowledge than to know nothing. ”

— Seneca