Outline For Major Project

Some of you have chosen to analyze an existing campaign. Some of you have chosen to develop a new campaign.  Regardless, the following outline should be helpful.

• Analyze or develop a campaign strategy.
• Analyze and diagnose the environment and marketplace.
• Audience analysis
• Environment (PEST analysis)
• Organizational/internal assessment (SWOT)
• Choose among strategic options
• Communications plan (a broad outline)
• Tactics employed - be medium, market, segment, audience.
• Targets & Means - the 'what's' and the 'by when's'
• Metrics - how measured.
• Feedback and evaluation
• If analyzing an existing campaign: what worked?  What learnings?
• If creating a new campaign: how would you measure success?