The Briefing

As you get ready to get to know your client later this week for your client briefs you shouldn't go in blind. The more prepared you are the better your campaigns will be. And asking the right questions is key to this. So here are a few resources to help you - a little light reading on day 1:

1. http://www.studiowide.co.uk/assets/how-to-write-a-brief.pdf - This document is written from the clients perspective - what they should know and be ready to explain during a client brief, but spin that around. How do you make sure they tell you all this if they don't do it voluntarily?
2. http://www.rab.com/public/reports/cr.pdf - this one's a little long but gives you some goodies to draw from. The risk with focusing a lot on developing your questions ahead of time is that during the brief you focus so much on getting questions answered that you miss the key little nuggets in the answers - DON'T fall into this trap. If you hear a nugget, forget your questions and go down that path, dig deeper.
3. http://www.marketingtrenches.com/marketing-sales/seven-key-questions-marketing-consultants-must-ask-their-clients/ - this is a short and simple list but will get the juices flowing so you can look out for those nuggets (see #2)

Individual Assignment:

• Summarize what the client said (include as much as possible - the more detail the better - direct quotes great).
• Highlight the 3 most important points uncovered in the briefing and say why they are important
• List the question you asked with the answer
• Describe at least 2 ideas that relate to DM that developed during or after the briefing in response to what the client said.

This assignment should be typed, printed and handed in at the start of class February 3rd.

Course Outline

Here's the link to the full course outline: https://drive.google.com/file/d/0B2vOJW-4Jyj6X2dKTFc3WG1hZDg/edit?usp=sharing

Key Points of Outline:

Course Learning Outcomes
At the conclusion of this course, students will be able to:

1. Understand the unique aspect of DM and how it differs from traditional marketing.
2. Describe and create DM strategies based on the core pillars of direct marketing.
3. Define the fundamentals of integrated DM.
4. Create and execute a comprehensive DM campaign to achieve specific marketing communications
5. objectives.
6. Analyze a DM campaign.

Required Texts, Materials, Resources or Technical Materials Required
In lieu of a full textbook, students are expected to spend up to the equivalent cost ($100) of a textbook on campaign related activities that leads to the same caliber of learning in a more interactive environment.

Attendance and Participation
Attending class, participating in class discussions, exercises, and group meetings, are regarded as integral parts of the learning process. By attending regularly and participating in classroom activities a student is better equipped to make meaningful contributions in both individual and teamwork assignments. Therefore, regular attendance in class is expected. Students must attend 80% of their class hours. One mark will be deducted from a student’s final grade for each hour of missed class time up to a maximum of 9 hours in a 45-hour course (6 classes in a 2 x 1.5-hour a week format) and 12 hours in a 60-hour course (6 classes in a 2 x 2-hour a week format). Students who do not meet attendance obligations will fail the course. Attendance is taken at the start of class. Students who arrive late will not be allowed to mark the attendance sheet.

Group work and Grades
Grades on all assignments are combined to arrive at a final grade. However, the student must achieve a minimum average 50% on individual assignments (tests or other individual assignments) in order to achieve a passing grade. Teamwork contributes to the final grade but it is not the determining factor for passing the course if the student fails individual assignments. In the event that the average of a student’s individual mark does not exceed 50%, the individual marks will be the sole basis for determining the final grade in the course.

Due Dates
Meeting due dates is an essential requirement in business. The following policy regarding due dates applies to all courses in the Advertising – Integrated marketing Communications program:
All assignments must be submitted on time. A late assignment is a failed assignment. Students who hand in an assignment late or do not hand in an assignment at all will receive a “0” grade for that assignment. The grade of “0” will be factored into the student’s overall final grade. The only exceptions to this policy will be documented cases of illness or personal misfortune.

Final Campaign Analysis Report

Due: April 25, 2013 @midnight

Final Campaign	20%
The Client Concise description of business to show understanding of client Client goals as described during the client briefing.	/5
The Target Market Summative description of target market. Explain the segments chose and why. Completed List in proper field type format showing segments and updated at completion of campaign.	/13
The Big Idea Describe the overall idea, how it came to be and how it meets the goals of the client.	/10
The Message Explain the offer and why it was chosen. Explain what appeal you chose and why. Explain what action you were trying to generate.	/12
The Channel Explain the channel(s) chosen and why. Describe how the channel will be used. Highlight the industry standard for redemptions within that channel(s).	/10
The Creative Include all components of creative.	/10
The Results Describe metrics that would be tracked and how they were tracked. Describe any noticeable differences before and after the revisions were done. Estimate versus actual numbers of the appropriate analytics that highlight the benefits of this campaign. (CPP, CPR, CPS, GP, BLP if possible, LTV, and ROI) Include metric and analytic reports available through tools used.	/15
The Analysis Determine future recommendations based on results for the client to duplicate, discontinue or expand this campaign. Taking into consideration all milestones, sections, timelines, budgets and results.	/20
Format ●    Proper spelling and grammar required (client ready). ●    References and research required. Proper APA citation expected. ●    Created as a presentation file type, posted on Slideshare or Prezi and the link emailed to lfair@sl.on.ca. Only 1 per team required.	/5
TOTAL	/100

Analytics Take Up from review class

Client: Green Door Vitamins
Channel: Email & DM Website
Expenses: $15/month for 1 year for Constant Contact, Website hosting $240 / yr, $15 domain / yr, $2500 development
Reach: 500 email subscribers, 12000 website views
Reponses: 100 phone calls or emails, 196 clicks, 65 subscribers
Offers redeemed: 68 total, 20 from email only
Average customer: 15 x / year
Average sale: $26
Attrition of customer: 6 years
Offer: Free vitamin C with $10 purchase (vitamin C retail value = $8)
Wholesale price of vitamin C: $5
Pro-rated operating expenses per product: $2
Total sales from customers redeeming the offer: $1015 

CPP (cost per piece)

• ($15x12months) + $240+$15+2500 = $2935 expenses
• 500+12000 = 12,500 pieces sent (equivalent)

$2935/12,500 = 0.24 / CPP

CPR (cost per response)

• $2935 expenses
• 100+196+65 = 361 responses

$2935 / 361 = $8.13 / CPR

CPS/ CPT (cost per sale / transaction)

• $2935 expenses
• 68 sales / redemptions

$2935 / 68 = $43.16 / CPT

Gross Profit (campaign specific)

• 68 (redemptions) x $8 (offer) = $544 lost opportunity cost $544+$2935 = $3,479 total direct campaign expenses
• $10 (terms) x 68 = $680 offer generated revenue

$680 - $3,479 = $-2,799 Gross Loss

Bottom Line Profit (bottom line = can we pay our bills too?)

• $2 x (68 x 2) = $272 prorated operating expenses
  (don’t have # of products so must use # of transactions x 1 for $10 item and 1 for Vitamin C = 2, as an estimation)
• $5 (wholesale of Vitamin C) x 68 = $340 wholesale expense
• $3,479 + $272 + $340 = $4,091 true cost of campaign

$1,015 - $4,091 = $-3,076 Bottom Line Loss

LTV (Lifetime Value)

• 15 x 6 = 90 number of average sales of a customer’s lifetime at store
• 90 x 26 = $2,340 Lifetime revenue potential of an average customer

$2,340 + $43.16 = $2,383.16 LTV of a customer
$2,383.16 x 68 = $162,054.88 LTV of this campaign

ROI (Return on Investment)

• $162,054.88 LTV of campaign - $3,479 total direct campaign expenses

$158,575.88 ROI

Your Campaign Storyboard

• Describe the brief/objective of the direct campaign and connection to client needs and brand
• Describe the target market / segment and how your list was developed
• Use some fancy smancy jargon to describe your execution
• Explain channel choice
• Make sure it screams theme / big idea
• Include forecasted results (LTV, ROI)
• Pictures, Screenshots, examples, are better than words. Bulleted lists, headlines and ways to break up text are encouraged.

 Steps to complete during class for this assignment:

1. review tips for storyboards and case writing
2. do a draft version of your storyboard for approval
3. after approval start compiling pieces and creating the official storyboard
4. seek approval before submitting
5. submit
6. see you at the GREGS

Test Review

On top of using the cue cards (see the sidebar), make sure to study the analysis (aka math) formulas and components of a successful campaign. My slidedecks will be useful and if you follow the link to view them on slideshare you can download them from there and see my notes in the notes section of each slide.

The test will be a combination of short answer and multiple choice.

What to bring for the test next Thursday:

• pencil
• eraser
• calculator
• music is allowed but you won't be able to touch device during
• no hats, no kleenex, no talking

You will have 1.5 hours to write the test - although it is prepared to be a 45 minute test. You won't be able to leave the room during the test at all. No re-takes.

Client Campaign Briefs and Presentations

Handout (2 copies)

• List
• Metrics / Forecast Analytics
• Requirements for Cyndy and her staff
• Timelines
• Channels

Prototype

• Offer
• Terms
• Appeal
• Message
• Creative
• All print pieces

Schedule (March 28)
8:30 - one DIRECTion
8:40 - JST Productions
8:50 - Rebel Alliance
9:00 - JEAM the dream team
9:20 - The Great 101
9:30 - Super Group 1000
9:40 - Socially Savvy Squad
9:50 - The Three Market'ears
10:15 - A2Z and Bax
10:25 - The SWASS
10:35 - Sales Promo Experts
10:45 - 4 Media
10:55 - Team Choos Goose

Any digital presentations (powerpoints, prezi's, websites, etc) must be sent to Lindsey by Wednesday, March 27 at 4pm or set up in person between 8:00am-8:15am.

Commercial Assignment

Due March 21

Team Assignment

1. Create a video (DRTV, TV, Social or Pre-Roll) or radio commercial for the store you are working on for your DM project.
2. Your submission must include a detailed (AKA creative and beautiful) storyboard, script, and a brief overview of why you chose the broadcast channel you did. If you choose radio you must tell me which radio station it should be played on and why.
3. The commercial must include the vital components of a DM message: offer, terms, product, call to action all while using an appeal that fits the client and channel.
4. For your final project you are welcome to produce your video and use it but it is not a requirement.

Email Assignment

Due March 22 – sent by March 21, results reviewed and printed for March 22

Individual Assignment

1. Create an account with a popular online email marketing tool such as those discussed in class.
2. List = your classmates from your section, plus Lindsey
3. Create a DM email campaign for something related to this class (appropriate like Gregs, Valedictorian, Jobs, etc)
4. Must be unique
5. Must include proper components of a DM message
6. Creative components considered

Changes to schedule and classrooms

Welcome back from reading week. Did you guys get a lot of reading done?

As always at this point in the semester, the delivery schedule has some changes to it based on client availability, how far we have gotten in the curriculum and other external factors.

The revised schedule with new assignment due dates can be found here: https://docs.google.com/file/d/0B2vOJW-4Jyj6NjRtYmRsYXB5RlU/edit?usp=sharing . You will find that the most assignments have been pushed back a bit, giving you a bit more breathing room.

The Friday schedules have changed for both my class and Kathy's class - details on the side bar (look right) so be sure to check that too.

The remaining part of the course is where we dig in deep to your campaigns and you'll see all of the boring stuff come together into the fun part. I know it's not the easiest course to grab at first, but keep bearing with me - you've been great so far and I'm certain in the next 4 classes it will all make sense. At least that's my goal.

See you Thursday (with a jammed packed bag of prizes ready to go).

Campaign Development #2: Offer and Message

1. Development of a creative, compelling and appropriate offer and message that includes:
1. Terms
2. Request for Response / Call to Action
3. Appeal used correctly, creatively and continuously
4.  Offer (Believable, Avoids Glaze Over, Creative (exclusive), Logical fit w/ business, theme + response, 
2. Submission includes:
1.  Rationale as to why this offer is appropriate for your campaign and your target market
2.  Objective (tied to response / action required)
3.  Offer (see above)
4.  Main messaging and description of appeals
5. Two separate offers using two different appeals submitted in order of preference

Your team submission should:

• Typed (no specific word count required)
• Printed, stapled if necessary & submitted hard copy
• Include a title page that has team name, team members that attended Friday (and mark those absent), client store and a general summary of target market
• No folder necessary

This assignment is due at the end of the lab, February 15. Those team members not in attendance will receive a 0 for this milestone.

/15

Snow Day is a Work Day :-(

Well, I wish we could take the day off but it would put us too far behind in our campaigns so we have to trudge on. So class will go on today, but if you live out of town and can't make it in (and you've sent me an email communicating this) you don't have to loose the marks for 5% in class case for today. Both in class assignments are individual and should be emailed to me at lfair@sl.on.ca.  Here are the details:

In class assignment:
Using the newbie to town - Target Retailer as your client determine the following: (resources to help)

1. Find the NAICS code for local business offices so that Target can purchase the proper list to promote their upcoming business product offer.
2. Look up the house count through Canada Post to determine how many flyers they need to print for their grand opening weekend.
3. According to PRISZM what products would be the best to promote in the grand opening flyer if they are going to focus on the immediate area around their location?
4. Look up in the City of Kingston profiles the demographics of the area to determine number of parking spots needed, pricing point that would be most advantageous.
5. Using Twitter & KRED determine the local trends that would be timely for messaging in the flyer.

In class lab assignment:

1. Segment & Profile your classmates using as much as of the segmentation categories and tools that you can.
2. Create an excel database with the appropriate fields.
3. Populate your database.
4. Secure your database.
5. Email me your database without the password - send that in a seperate email.

These are due by 3:30 today.
Post questions if you have them.

PS - don't forget your client briefing notes are also due today.

Take care, stay warm, build a snowman.

Campaign Development #1: Markets & Lists

1. Describe how you will develop your list

2. Choose a database management tool that is appropriate

3. Determine type of list and why it is appropriate

4. Minimum of 25 unique contacts

5. A minimum of 2 segmentation categories used for determining audience

6. Set up database correctly (includes security of data and detailed fields)

7. Description of target segment & rationale for this

8. Research into audience to successfully plan campaign and creative/messaging ie: what

motivates this demographic, how can you reach them?

/15

This assignment is done in your campaign groups.
Due: Feb 14 - start of class
Submission: email secure database to lfair@sl.on.ca, print hard copy of database plus rest of info above plus password for secure database.

Campaign Rubric