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CJ 388 Strategic Planning Positioning

Other Topics To Cover . Classes left: 11/2, 11/9, 11/16, 11/30 and 12/7Group work each weekOver the next few weeks we will cover the following topics:Brand Identity: Personality and PositioningMeasuring Effectiveness: Visual Structure of Plan. Final Team Project. Worth 200 Points TotalGrou

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CJ 388 Strategic Planning Positioning

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    1. C&J 388 Strategic Planning & Positioning Pam Schneider

    2. Other Topics To Cover Classes left: 11/2, 11/9, 11/16, 11/30 and 12/7 Group work each week Over the next few weeks we will cover the following topics: Brand Identity: Personality and Positioning Measuring Effectiveness: Visual Structure of Plan

    3. Final Team Project Worth 200 Points Total Group Project – Everyone Must Contribute Group Leaders Alexis Mangana-Jaggli Rachelle Ray Tyler Cheshire Kendall McCall Laura Eaton Ortega

    4. Important Information Four classes left before FINAL Presentation All Presentations will be made on December 7 Group Presentation Books are Due Same Day Final Grades will be posted one week later Presentations will be 15 minutes for each group

    5. Group Project Everyone in the group must contribute Project includes putting together a Communications Plan Book Will require brain power, imagination and creative thought processes Each Group will put together a final presentation that will be made on December 7th – No Exceptions!

    6. Project Parameters Your groups are putting together a Mini-Strategic Plan – Everyone has the same Brand and Product to work with Brand: Wrigley Product: Orbit Sugarless Chewing Gum

    7. #1 - Research You will put together whatever research you can find on the Brand and the Product including: History Philosophy Target Audience and Market Communication Goals for the Brand and Product Focus Group Information – research objective(s) who would be in the group, what questions would you ask (8 to 10 questions) along with methodology – this focuses on the Product (Orbit)

    8. #2 - SWOT Strengths, Weaknesses, Opportunities and Threats for the Product (Orbit Gum) Some of these are Internal and some are External to the Product Review SWOT information and create an Analysis of the Product (Orbit)

    9. Problem/Challenge for the Product Americans are not brushing as often because they believe that chewing gum cleans their teeth (thus they don’t need to brush as often). However, Americans now have more cavities than at any other time in history. What will Orbit Gum do to help with this problem/challenge?

    10. #3 Three Strategic Goals Put together three cogent and intelligent Strategic Goals for Orbit Gum based on the Problem/Challenge presented earlier. Make sure the Strategic Goals are detailed.

    11. #4 Statements Write three (3) statements one each pertaining to: Positioning Creative Strategy Media Plan (limit the media statement to two or three media vehicles)

    12. #5 Budget Put together a proposed budget for your campaign that includes all media, non-media and agency compensation information

    13. #6 Presentation/Pitch Your team will make a presentation/pitch to the class summarizing the campaign you have created to solve the problem/challenge for Orbit Gum You can choose who will present, but the entire team must be present for the pitch 15 Minutes Total for Presentation Make sure to put your presentation into a visual format (ppt, keynote or some other presentation format)

    14. REMINDERs Project Worth 200 Points Group Work – Everyone must participate and contribute Leaders must lead! You have an opportunity to put together a Strategic Plan including Media and Creative This is a lead in to what you will be doing in C&J 488

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