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. Some teams may opt for a strategic collaboration with the account director representing the “voice of the client” and the research director/account planner representing the “voice of the consumer.”
WHAT NEEDS TO BE INCLUDED: The strategy section is the blueprint for the rest of the campaign plan. The key sections should include the (1) Objectives (Goals to accomplish and how they respond to Key Issues). (2) Targeting strategies (in-depth analysis of prospect groups to profile primary and secondary targets). (3) Statement of the competitive advantage (What differentiates your product or service). (4) Discussion of geographical strategies (Where you concentrate your efforts and resources). (5) Outlining of timing and duration strategies (When you market the product, and when not to market it). (6) Desired positioning of brand (How the brand should be understood vs. the competition). (7) Desired brand personality (What people should think are the primary characteristics that define the brand)
All of this drive the development of the messaging and branding strategy (Develop the Creative Brief)
Click here to read more about what goes into the campaign strategy
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 drive the development of your campaign strategy. It is rooted in the selection of target audiences and your understanding of your client’s brand, its competitive advantage, and its positioning and personality, 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. Depending on the agency structure you choose, account directors may 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 expand the market and craft an appealing message — don’t fall into the trap of doing what’s already been done.