The strategy section provides the guiding framework for all strategic communications about your brand and its products. It is the responsibility of the account director to make it clear how these strategic decisions grow out of the situation analysis, especially the SWOT analysis and key issues/implications sections.
WHAT NEEDS TO BE INCLUDED: The strategy section is the blueprint for the rest of the campaign plan. The key sections should include an in-depth analysis of your target audiences, an explanation of your agency’s proposed positioning and branding for your product. The strategy section should also include a top-level description for the scope of the campaign, as well as the overall direction of the messages you’ll use, which should go into the creative brief.
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HOW TO DO IT: You’ll want to start by looking at the SWOT analysis and key issues and implications from your situation analysis. They should lead you into the development of your campaign strategy. It is rooted in the development of your target audiences and your understanding of your client’s brand and its competition, as well as the market conditions and industry trends.
WHO’S IN CHARGE: The account director
Account directors should have a rough draft by the deadline specified in the syllabus. They are also responsible for coordinating the various elements of the campaign, calling meetings and maintaining communication among team members. The account executives will function as the communications hub between departments and the client (the instructor and teaching assistant). In addition, the account director will assist other members of the team throughout the semester as assigned or needed.
BE CAREFUL: Remember that in this exercise, your client is looking for a different approach to marketing its product and increasing sales. You’ll want to think about how to reach a new audience or craft a dramatically different message — don’t fall into the trap of doing what’s already been done or simply trying to reach the same audience that’s already buying your product.