Ad Campaign for The Wolf Shack
Objective: To develop a conceptual emotion evoking story line and comprehensive ad campaign to market The Wolf Shack.
You will develop and implement an ad campaign, for The Wolf Shack, using “product placements” for products we sell that consists of: TOTAL 250 POINTS
· A message, story and theme (15 points well developed)
· An agenda/timeline of when items should be complete and when items will be posted, aired, etc. (10 points well developed and planned)
· A marketing report outlining (50 points)
o The objectives of the campaign
o The message, storyline, theme
o A time frame to implement all activities
o Activity assignments for your team
o The big ideas of your campaign
o A competitor analysis
o Primary and secondary target market analysis
o Written announcements with dates to broadcast
o A newsletter ad to be included in school newsletter
o A poster ad to post around campus
o A storyboard for your commercial
o Descriptions of two personal selling techniques you intend to use
o Identification and explanation of distribution channels for products
o Facebook picture and comment for primary and secondary targets
o Facebook “ads” for primary and secondary targets
o Identification and explanation of persuasive technique(s) used in campaign
o Survey of campaigns efficacy, data of the results
o Critique of ad campaign: What worked, what didn’t
· Store logo on all ads (10 points)
· Slogan on all ads (10 points)
· Survey and results (30 points)
· Personal selling (15 points)
· A newsletter ad (one per person) (20 points)
· A poster ad to post around campus (two per person) (20 points)
· An edited commercial to air at school (one per group) (50 points)
· Announcements (three per person) (10 points)
· Facebook “posts” and ads including pictures (one per person) (10 points)
The report and campaign will be worked on daily with your team. The completed report and all components will be due December 6th. This is a long term project, with implementation dates and check points throughout. The final compiled report is due on December 6th, but you cannot wait to turn everything in until then. We will have weekly check points at which time you must provide some items from your campaign.
A suggested timeline is below:
Week one:
· Message, story and theme of the campaign
· Campaign objectives
· Time frame, agenda, calendar
· Distribute activities and give assignments to team members
· Determine the big idea for your campaign, identify persuasive techniques you want to use, develop the conceptual idea and the emotion evoking storyline
Week two:
· One ad of your choice, poster or newsletter
· Facebook post and pictures
· Announcement
· Develop personal selling technique
Week three:
· One ad of your choice, poster or newsletter
· Facebook post and pictures
· Announcement
· Begin to develop storyboard for commercial
· Develop personal selling technique
Week four:
· One ad of your choice, poster or newsletter
· Facebook post and pictures
· Announcement
· Continue developing storyboard for commercial
· Implement personal selling technique
Week five:
· One ad of your choice, poster or newsletter
· Facebook post and pictures
· Announcement
· Create and distribute surveys
· Implement personal selling technique
Week six:
· Analyze and record data from surveys
· Create commercial
· Implement selling technique
· Begin finalizing report
Week seven:
· Complete and air commercial
· Finalize report and all activities