Marketing Strategy & Campaign Assignment Brief (Simplified Version)
Cover Page
Include the following on your cover page:
- Module name and number
- Submission date
- Title (e.g., "Marketing Strategy for [Brand Name]")
- Your full name and registration number
Table of Contents
Use numbered sections and page numbers to make your report easy to navigate. This helps
both your reader and your marker.
1. Introduction
Briefly explain:
- Why this marketing strategy and campaign is needed
- The current situation of the brand (e.g., competition, market trends)
- What your plan will cover:
- Short-term (Year 1)
- Medium-term (Year 2)
- Long-term (Year 3)
This acts as a roadmap for how to grow the brand.
2. Executive Summary
Summarize your entire plan in one page:
- Key goals
- Target customers
- Strategic approach
- Expected outcomes over three years
Write this section last, but place it near the front of your submission.
3. Mission Statement
Write a short statement explaining:
- What the brand stands for
- Who it serves
- What it offers
- Where it operates
4. Objectives and Goals
State what your marketing plan aims to achieve:
- Revenue and profit targets
- Market share growth
- Brand awareness or engagement goals
Make these SMART: Specific, Measurable, Achievable, Relevant, Time-bound.
5. Target Customers
Describe your ideal customer:
- Demographics (age, gender, income, etc.)
- Psychographics (interests, lifestyle, attitudes)
- Culture and behavioral profile
Include how your segmentation and targeting will shape your brand positioning.
6. Unique Selling Proposition (USP)
What makes your brand different or better than others?
Examples:
- Nike – Just Do It
- Apple – Think Different
Your USP should be clear, memorable, and meaningful to your audience.
7. Pricing and Promotion Strategy
Explain your pricing position:
- Premium, mid-range, or budget
Then describe your promotional tactics:
- Discounts, offers, loyalty rewards, etc.
Your price and promotion should match your brand image and goals.
8. Distribution Plan
Only include this if your brand needs to distribute a physical product or service.
Explain:
- How customers will buy the product (online, stores, wholesale)
- Which channels are used and the budget for each
9. Promotional Offers
List special offers and when they’ll be used to support growth. Examples:
- Free trials
- Bundled deals
- Discounts
- Loyalty rewards
These can help attract new customers or win back past ones.
10. Marketing Materials and Collateral
List what tools you’ll use to promote the brand:
- Website
- Brochures or flyers
- Business cards
- PR releases
- Catalogues
Include a 3-year budget estimate.
11. Promotions Strategy
List which promotion methods you will use and why. Consider both online and offline
channels, including:
- TV or radio advertising
- Sponsorships
- Online ads
- Social media campaigns
- Flyers, posters, or events
- Influencer partnerships
Explain how each will help your brand grow within budget.
12. Retention Strategy
Focus on keeping current customers and increasing their loyalty. Options include:
- Loyalty programs
- Monthly newsletters
- Regular promotional emails
- Exclusive offers
13. Online Marketing Strategy
Break this section into four parts:
1. Keywords
- Which keywords will help customers find your brand online?
2. SEO and Search Engine Marketing
- How will you improve your site visibility using Google Ads, blog posts, etc.?
3. Paid Ads
- What types of paid advertising will you use, and what's your budget?
4. Social Media
- What platforms will you use (e.g., Instagram, YouTube, TikTok)
- What content will you create?
- How will you track engagement?
You may also consider:
- Review sites
- Forums and blogs
- Local listings
- Influencers
- Customer feedback platforms
Example Budget Table:
Item Year 1 Year 2 Year 3 Total
Website £500 £300 £300 £1100
updates
Printed £200 £200 £200 £600
brochures
Social media £400 £400 £400 £1200
visuals
PR and press £300 £200 £200 £700
release work
Total Estimated £3600
Budget
