Campaign Proposal
Proposal Procedures
Once your topic is approved you will need to draft your proposal. Your proposal will be an overview of your research, marketing plan and creative brief. The proposal enables you to begin the investigation process, as well as planning the intent of your campaign. Your class professor, department chair as well as other two faculty members will want to see that you have a clear understanding of your topic and its future execution. Think of your proposal as the starting process.
Proposal Elements
Each student’s proposal will need several mandatory elements. The elements will be as follows:
Introduction
Why do you pick the topic, tell a story… it is similar to the topic approval but deeper, one page will be enough.
Definition of terms (if necessary)
If necessary, define terms that may not be recognizable to other persons. An example would be Web 2.0. You would list the Web 2.0 in your definition of terms list and explain what it means. You would also provide an APA citation to your explanation.
Example:
Web 2.0: refers to interactive elements of the web, such as and not limited to: apps, social communities, games, videos, social communities, blogs, wikis, etc. (O’Reily, 2005).
Problem and Significance.
What problem will you be addressing and what is its significance? It is a new business, are you expanding the business, creating a campaign to increase sales, creating awareness… What will be your studies social significance/importance? We do not want more clutter in society so let’s do something good for someone, be unique and address a problem do not create a new one.
Research This is your opportunity to find quantitative and qualitative support from primary (2), secondary sources (several, at least 10) and to find 3 related case studies.
A primary source is an original material, the raw material or first-hand information, can be a person with direct knowledge of a situation, or a document created by such a person. You will design interviews, surveys, outline an observational study, etc. with clear milestones of what are you hoping to get from it. Explain who will be your population sample? Where are you getting them? random, specific place and/or time; how many persons will you interview, survey, etc. At this point just design it and work on it. The conclusions/results must be included in your marketing plan.
A secondary source is something written about a primary source like comments on, interpretations of or discussions about the original material. Check sources of information like articles, books, blogs, databases reports, marketing plans…
Case studies can be written by you or found on different databases (Stanford, Effie…). You must review 3 case studies in your proposal; look for similar products and/or similar situations so you can analyze their solutions and see if they fit you, consider what went great and/or wrong.
Include conclusions about your findings…
How all these info will shape your campaign? What will be the best approach? What to do and what not to do? Follow with an overall idea of your campaign.
References
List all references and in text citations that you have in your proposal
You cannot cite more than 30% from any source, if you are quoting it must be properly done in
APA format
Contributors’ names (Last edited date). Title of resource. Retrieved from http://Web address for OWL resource
To learn more go to:
http://owl.english.purdue.edu/owl/resource/560/01/
http://supp.apa.org/style/PM6E-Corrected-Sample-Papers.pdf
This is the one used for the American Advertising Federation so it is the one used in the industry.
Paper Formatting
All submissions must follow the APA style:
Cover Page (provided on this guide, page 8)
Header with project name and page number flush right
Table of Contents
1 Inch all around Margins and first line indent 0.5 in on paragraphs
Titles for each Section (center justified in bold) and necessary subsections (left justified in bold)
Type Face – Times New Roman / Size – 12 point/ Double Spaced Text
Figure legends and captions, all graphics must have it (in color if they are originally in color)
Reference Page (alphabetical order, all lines after the first line of each entry should be indented one-half inch from the left margin)
APA Format thorough the document
Attachments at the end (after References) if necessary
Capstone Campaign ADVA302 Introduction to Advertising Campaign
Project Title
Student Name Last name
Submitted to the Faculty of AI-Miami International University of Art and Design in partial fulfillment of the requirements for the degree of Bachelors of Arts Degree Advertising
Date
Marketing Plan
You will have to narrow your research without leaving out critical information and create a well thought out marketing plan. If you are starting a new business then a business plan is also required.
You will turn in a Marketing/Business Plan (week 11) and pitch your project to the department; color printouts (handled in class) and digital files (ecompanion. Any kind of traditional binding is acceptable but don’t use clips or staples and do not cover the pages with sleeves. Use letter size format (8.5×11”) and print in good quality paper so the printout is legible and pleasant.
Marketing Plan Outline
These are the components (sections) you will need in your marketing plan.
Executive Summary
This is a summary of your plan; a “mini-version” of it so if someone reads it can understand what is the project about. You state the problem, points from the research and your solution. It is usually written at the end.
Situation Analysis
External Analysis
Customer Analysis
Internal Analysis with SWOT (Strengths, Weakness, Opportunities & Threats of the product in question not the company)
Competition
Example: Kellogg’s Cereal External Analysis: Kellogg’s is a food/snack so what is going on now in this market (people may be buying more food from supermarkets because they are eating less outside and then supermarkets have bigger revenues in the last 3 years/in the last 10 years portions and consequently boxes have been growing up to 40% more/Big box of Cereal’s consumption have been declining in the past year due to a new trend to buy individual containers/Packaging incorporates toys into snack boxes since …) Customer Analysis: Who eats cereal, when, how, their preferences, etc. (cereal is a typical American breakfast for kids that also serves as a snack/Adults eat 75% less cereal than kids/Customers prefer the low fat versus the organic ones/It is usually combined with milk but it can be combined with yogurt too/The most popular brands are…) Internal Analysis: Kellogs’s history, brands that they own or who owns them, type of company, shared market, how are they doing lately, if there is any scandal that affected them (salmonella, recall, spokes person…)
Who is your competition? Include logos and why are they competition. Create a clear graphic explanation of the situation, and where is your product standing referring to price, quality, popularity…
Competition: use image of the brands/products and analyze similarities and differences. Where is your brand standing among them? Create a visual competition landscape.
Research Do not repeat what you have in your proposal!!! Here you are writing your own conclusions from the research you have done. Include statistics but be precise and to the point. This is when you find insights that you will later on translate into solutions so it is imperative
Ex of . Although it is a common believe that people just eat cereal in the morning, between 10-20% of consumers are shifting their habits and cereal is now more common before going to bed, it could be due to the economic recession we are in.
Target Audience.
Primary Audience
Secondary Audience, if neccesary
Example: If you are working for kids then you should be targeting kids and parents, get insights from all sides, the person using it (kids), the person buying (parents), the person affected by it (school teachers, other parents, …)
Primary Audience (kids) and Secondary Audience (parents)
Include demographics, psychographics, attitudes and behaviors towards the product or service category and create a target persona. Use VALS.
Marketing Objectives (no more than 4)
Must be S.M.A.R.T.= Specific Measurable Achievable Relevant Time-Oriented
Marketing Strategies
4P’s: Product, Price, Distribution, and Promotion
Action Programs (Tactics)
Advertising plan, direct marketing plan, sales promotion plan, public relations plan, digital media plan… Check Arens (2010). Contemporary Advertising, 13th Ed. McGraw-Hill
Media Plan and budget allowance (real numbers here, if you are going to have a commercial, billboard, print ad… find the real price do not make it up)
Chart with budget breakdown (print 25%, digital 15%…)
Proposed media channels (why are you selecting it and how it will resonate with your target) and schedule (why will this channel be appropriate?) Calculate the impressions
Placement and pricing (be specific, I95 is too generic but I95 exit 2 south bound Downtown Miami/Brickell and a picture is good)
Demonstrate where your dollars will be spent; where, when and how you will want to advertise your product or service (each medium time frame, frequency, cost, reach and impressions). Create a comprehensible graphic that includes all the elements and is legible.
Methods of campaign evaluation How will you measure the effectiveness of your campaign and when. This is linked to the objectives.
The Capstone
Capstone Campaign ADVA302 Introduction to Advertising Campaign
Makariza ´´Powder Panela´´
Laura Camacho
Submitted to the Faculty of AI-Miami International University of Art and Design in partial fulfillment of the requirements for the degree of Bachelors of Arts Degree Advertising
June 2th-2015ign Guide
Bachelor of Arts Degree Advertising
Table of Contents
Introduction 3
Pitch…..………..…………..……………………………………………………………………………………………………………………………13
Appendix …………..…………………………………………………………………………………………………………………………………14
Plagiarism
SWOT
Marketing
Introduction
Panela is unrefined whole cane sugar, which is a solid form of sucrose derived from the boiling and evaporation of sugarcane juice. Panela is an old way to sweeten food and drinks. The interesting thing about this product is that it is an organic natural sweetener originating from cane fruit, so it contains a large amount of vitamins, minerals and antioxidants. It is also used by women as a beauty product.
Panela is not a popular product because of the way it is marketed to the public. It is hard and boring to use since is a very solid block. Most consumers use a hard river stone to break the panela into smaller, more manegeable pieces. So my plan is to powder the panela to make it easier to use and market to a new generation of Latinos.
In Colombia , panela production is a major income-generating activities for more than 70 000 families. Other indicators of the importance of this activity in Colombia are involved directly and indirectly 350 000 people between producers , workers, traders and others. Panela production generates the equivalent of 120 000 permanent jobs. It occupies 226 000 hectares in the cultivation of sugarcane. It contributes 6.7 percent to the formation of agricultural GDP. Colombia is the second largest producer of panela after India and has the highest per capita consumption.
Panela is believed to have many nutritional and health advantages in the countries with a tradition of its consumption. Scientific research has been confirming significant positive health effects of NCS and its precursor products. A recent paper (2012) has identified 46 academic publications which report some health effect. The highest frequency is immunological effects (26%), followed by anti-toxicity and cytoprotective effects (22%), anticariogenic effects (15%) and diabetes and hypertension effects (11%). (Health Effects of Non-Centrifugal Sugar (NCS): A Review. Walter R. Jaffe.Sugar Tech DOI 10.1007/s12355-012-0145-1).
In Colombia are consumed annually 1,350,000 tons with a value of $ 1,000 per ton , so the industry. earned 1,350,000,000 dollars a year. My proposal is to create a new company called Multingenios Makariza SA, which would produce 9.600 tons per year, which represent the 0.71% of the total production of the country whit an income of $9.600.000 per year.
Definiton of terms
TONS: A unit of weight equal to 2,000 pounds avoirdupois (907.19 kg).
GDP: Gross Domestic Product.
NCS: National Compliance Services
VITAMINS: Any of a group of organic compounds that are essential for normal growth and nutrition and are required in small quantities in the diet because they cannot be synthesized by the body.
MINERALS: A solid inorganic substance of natural occurrence.
ANTIOXIDANTS: A substance such as vitamin C or E that removes potentially damaging oxidizing agents in a living organism.
Problem and significance
Panela is not a popular product because of the way it is marketed to the public. It is hard and boring to use since is a very solid block. Most consumers use a hard river stone to break the panela into smaller, more manegeable pieces. So my plan is to powder the panela to make it easier to use and market to a new generation of Latinos.
Research
The development of a panela project takes place within a community that has culture and idiosyncrasy , and a established relationships with their environment that allows to maintain an environmental and social balance. Therefore, this activity should be implemented with responsibility and commitment to environmental management guidelines that maintain a balance on the condition already established and accepted by the community .
The panela producer must maintain contact with neighboring villagers driving opportunities for participation and communication to identify the negative perception they may have to the various activities of the mill or to clarify concerns or to arrange them on measures to be implemented in order to reduce the negative impacts that may be generated.
That is why the panela industry must keep environmental control system spreading to the community relevant results and making the necessary clarifications to the entire population
Legal environment:
* Regulations : Decree 569 of 2000 :
By which the Price of spun sugar, molasses resulting from the extraction of refining of sugar, Panela and syrups is stabliched.
. * Standards of health and safety :
Resolution 779 of 2006: By which establishes the technical regulations on the sanitary requirements to be met in the production and marketing of panela for Human Consumption and other provisions .
Resolution 683 of 2012: Whereby the technical regulations on the sanitary requirements for materials , objects, packaging and equipment that come into contact with food and beverages for human consumption is issued .
Decree 3075 of 1997 regulates the activities that generate risk factors for food consumption and its provisions apply , inter alia, all the factories and establishments where food is processed, within which are the sugarcane mills and plants Honey gathering of virgins .
Colombian Technical Standard for Panela production since 1173:
Resolutin 16379 , 2003 , Ministry of Commerce, Industry and Tourism. Why the metrological control of pre packaged product content is regulated.
Law 811 of 2003: By which the productive chains are regulated.
Decree 1774 of 2004: By which the National Intersectoral Commission for Monitoring the Quality of Panela is created.
Resolution 16379 of 2006: By which the metrological and content of pre – packed product control is regulated.
Technological environment:
Panela production has been affected by the development of different forms that are related to the processing of sugarcane to the creation of new forms or patented for creating cane derivatives techniques.
It is the purpose of departmental governments through the Secretary of Agriculture and Mining to identify the problems in the panela sector, which allows designing lines of action for the strengthening and modernization of the agribusiness. Investments were made in infrastructure for technological improvement in the process of panela through the steam mills , electrical and processing plants by shortening the technological gap with other forms of panela production.
Economic Environment:
In Colombia, panela production is a major income-generating activities for more than 70 000 families in the Colombian Andes. Other indicators of the importance of this activity in Colombia are involved directly and indirectly 350 000 people between producers, workers, traders and others. Generates the equivalent of 120 000 permanent jobs. It occupies 226 000 hectares in the cultivation of sugarcane. It contributes, 6.7 percent to the formation of agricultural GDP. It accounts for 2.18 percent of food expenditure of the population. Colombia is the second largest producer of panela after India and has the highest per capita.
Panela production is almost entirely in the domestic market for direct consumption. It is estimated that less than 1 percent of its production is used as an input in industrial processes and around 0.4 percent is exported. The average value of the sugarcane production in the country in the 90s reached nearly US $ 500 million per year (CORPOICA 2001).
Reference
Singh, Jaswant; ´´Panela Monitor´´. http://www.panelamonitor.org/content/3/what-is-panela/.
Singh, Jaswant; Solomon, S; Kumar, Dilip. “Manufacturing Jaggery, a Product of Sugarcane, As Health Food” (PDF). http://omicsgroup.org/journals. Retrieved Aug 30, 2014.
Jump up ^ “Panela: the natural nutritional sweetener” (PDF). http://www.panelamonitor.org. Retrieved Aug 30, 2014.
Jump up ^ Grodinsky, Peggy (6 September 2006). “Pump up the flavor with piloncillo”. Houston Chronicle. Retrieved 23 January 2014.
Jump up ^ Colombia – Actividades del sector primario – Sector agrícola vegetal
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