Campaign Proposal: 

Demonstrate the use of multiple appropriate, strategic, creative, and versatile approaches to decision making and problem solving. The proposal should include but not be limited to the following: 

a) Strategies and tactics 

b) Campaign goal(s) 

c) Relevant publics and audiences 

d) Media choices 

e) Communication tools                                                                             

f) Cost of campaign 

g) Timeline

The Campaign Proposal section should be used to provide details about the execution of your proposed campaign. Your Situation Analysis provided details on the problem or challenge you are addressing. Now, you will provide details about your solution to address that problem. Your campaign should demonstrate the use of multiple appropriate, strategic approaches in making decisions, formulating solutions, and solving problems that reflect creativity and versatility of thought. This should include, but not be limited to, the following:

a)  The strategies and tactics you propose to address the need(s) identified in your situation analysis. This section should be rich in detail. For example, you might choose to create a new media marketing campaign (strategy) that focuses on a social media tool as your primary tool (tactic). It is here that you will discuss your strategies and tactics in detail.

b)  Explanation of your campaign goals and detailed descriptions of the tactics you will employ to achieve those goals. What message will you convey?

c)  An identification of all relevant publics. Who are the key players, and what are their roles (internal and external)? Who is your intended audience? How did you select this group or groups as your target audience? How is this group appropriate to help you achieve your goals?

d)  A discussion of the types of mediums or media choices (radio, TV, print, online) your campaign will use and a rationale for those choices. Identify several target outlets and explain your selections. Media choices should be diverse and appropriate to your campaign. For instance, if you are targeting a small local market, it would not be necessary to advertise in a national newspaper.

e)  Describe your intended communication tools (audio, video, infographics, images, photos). Explain your selections. Provide detailed samples, example ads or social media posts, mock-ups, storyboards, or any other media to help you convey your ideas.

f)  Provide a general idea for the cost of your campaign. You are not expected to create a detailed budget, but you may include a general sample budget. You must demonstrate the ability to identify and consider the factors that influence financial decisions. What will these activities cost? Are they appropriate choices given your determined budget? For example, if your organization is a small nonprofit organization, you should not propose that it purchase advertising time during the Super Bowl.

g) Outline a proposed timeline for your campaign (from creation through evaluation). Provide details on the time needed for start-up, how long the campaign will run, when activities will take place, and so on.

Remember to consider the intended audience of your report and employ the correct tone in your writing. Make sure you make ethically sound and socially responsible choices that are consistent with a cogent personal framework and accepted standards in the field of communication. Show consideration for future trends in communication technology and trends affecting your product or message.

Use the Situation Analysis as a guide to tell you what needs to be addressed and figure out what strategies you want to employ. If you are going to target working adults for a reading program, what message will you use? For example, if you will market a Plumbing company as a family friendly business, how would you convey that message? Is your company one of the most highly skilled and sought after in their field? What evidence will you use to validate your claims? Make sure you focus on what you are trying to achieve and how your proposed solutions will achieve your goals. Tell me (specifically) what websites, apps, radio stations, etc. you will leverage and how much these efforts will cost. Tell me how this will be paid for. Is your client willing to make a big investment? Do they want to spread the costs over time? Then, how will you show them if your efforts were successful in achieving your goals? Once again, don’t forget to include details.