Portfolio Part V: Promotional Mix
Promotion is a huge part of the marketing mix. Many career opportunities are available in fields related to promotion including sales, advertising, public relations, and publicity. Promotion is also one of the most fun and creative areas of marketing. For this section of your portfolio you will submit a complete promotional mix for your product.
You will need to include all of the following:
Brand and slogan for your product (painted on a ceiling tile for the classroom)
Theme: All of your materials should have a central theme which ties your product concept, all advertising materials, all sales promotion events, and your press release. The theme should communicate your overall idea to your target audience.
Advertising: You have already designed a flyer, but you will need to complete EACH of the following: Brochure, Video Commercial for Announcements (draw storyboard), Newspaper Ad in The Forum, and an ad that would be of your creation and placement (like what is some creative and innovative advertising idea for your product.
Sales Promotion: Create a sales promotion event (coupon, special event, promotion designed to increase traffic in the school store and purchase your product, etc) that will create interest in your product within your targeted audience.
Publicity: Write a press release to be sent to The Forum about your product. This is not an ad, but needs to be written like a newspaper article so it will be accepted by the media for publication. Grammar and spelling are critical.
You will deliver this information to the class in a presentation. For the presentation, you will give a 5 minute presentation describing your promotional plan. You will display your materials on a storyboard or poster board. At the end of the semester, this visual aid will be used in the final presentation for the class. This will be due on Thursday, May 1st.
Also for the promotional plan you will have a one-page TYPED summary of your plans for promotion.
THIS IS NOT A SECTION TO BE DONE IS A QUICK AND EASY MANNER. YOU SHOULD BE WORK HARD, BE CREATIVE, AND NOT TAKE SHORT CUTS. I WANT TO SEE YOUR BEST WORK!!!
Poor / Intermediate / Good / Excellent / PointsLogo/Slogan / None or it was poorly designed and messy overall / Logo and slogan was good design, but messy / Logo and slogan was good design, not messy / Logo and slogan very good, creative, and very well done / 15
Theme / No theme / Theme was present, but did not tie together all concepts of campaign / Theme present, tied together elements / Theme present, tied together elements, excellent idea / 10
Ad Campaign / No ads / 1-2 pieces, or not professional / 3-4 pieces, could be improved on appearance / 4 pieces, very professional, great ideas / 25
Sales Promotion Plans / No Sales Promotion / Sales promotion was very basic / Sales promotion shows thought, may not be very effective / Sales promotion well thought out, very effective idea / 15
Press Release / No press release / Press release in poor format, grammar errors, spelling errors / Press release without errors, incomplete info / Press release without errors, complete and detailed / 10
Creativity / Complete lack of creativity / Some creativity, lots of room for improvement / Good ideas / Excellent ideas, very creative and innovative / 15
Professionalism and Work Ethic / Not worthy of presentation / Some evidence of professionalism, but room for improvement / Good overall effort / Excellent and top quality product and work effort / 10