6QQMN369 – INFLUENCING CONSUMERS INDIVIDUAL ASSIGNMENT
(60% of Final Grade)
You are part of a marketing strategy team at a consultancy firm and GreenWith Studio has hired you to conceptualize a marketing campaign for
their new venture Green Screen that integrates a loyalty scheme centered on sustainability. The goal of this assignment is to develop a campaign
that not only promotes the brand but also encourages environmentally conscious behaviours among consumers. To strengthen customer
engagement amongst Gen Z, the Green Screen wants to launch a loyalty scheme that rewards customers for actions that align with sustainability
efforts. Your role is to design a marketing campaign that effectively promotes the brand and highlights the unique value of its sustainability focused loyalty program.
Deliverables:
1- Written Document: This document should detail each of the six steps for campaign planning framework. More complete answers that
address each of the supporting questions from the framework (available on next page) will earn you a better grade. The written document may
use a combination of numbered sections, bullet form, complete sentences, charts, figures or illustrations. Do not exceed more than three pages
(Times New Roman, 12 size font, double-spaced).
2- Excel Editorial Calendar: Using an Excel spreadsheet, complete three months worth of marketing outreach associated with your campaign.
It is up to you to decide the frequency of posts – be sure to include your rationale in your written document. Please note: the spreadsheet does not
count towards the 3-page limit, but you do need to provide a paragraph in the word document for “Step 5” explaining your roll-out plan.
3- Slide Deck: Your slide deck should consist of 10 slides, summarizing the highlights of your campaign and illustrating the six-step process for
a digital campaign strategy. Be sure to include graphics to illustrate your points and any sample social media posts. You may include an
additional slide for your bibliographic information. You will not be presenting these slides.
Campaign Planning Framework:
Step 1: Establish the Situation Define the problem or opportunity facing the brand. Where does this fall within the marketing funnel and
customer cycle
Step 2:
Do Your Research
Analyze your target audience – create a persona. Analyze your competitors. Analyze your industry. Where
are target audiences spending their time online What are they responding to Why might they want to
follow you What language/keywords are they using What strategies/tactics are working/not working
among your competitors What recent campaigns have resonated in your industry What lessons can you
learn from them
Step 3:
Define Goals, Objectives and
Messages
Translate the problem/opportunity into SMART goals and objectives – define success. Align your goals and
objectives with your target audience. Consider what you want your audience to know/think/do. What
content will compel them to do so
Step 4:
Determine Your Budget (￡5,000)
and Required Resources
Evaluate the required people, process, tools and applications. Decide where and how you will use paid
amplification if needed.
Step 5:
Develop a Content/Editorial
Calendar and Overall
Timeline/Rollout Plan
Explain how you will introduce the campaign to your consumer segment. Explain which social network you
will use and why.
Step 6: Measure, Adjust, Repeat Outline how you will know whether your campaign was successful – what measures will you use