Join Drew Boyd for an in-depth discussion in this video Guiding vendors and agencies, part of Marketing Foundations.
…Your strategy may include the creation of marketing materials,…like advertising, promotions, websites, and sales literature.…If so, you'll probably use some type of external agency or…an internal team to help you.…To do a great job for…you, they need your guidance and you do that with what's called a creative brief.…A creative brief is a short overview of a creative assignment.…A good creative brief sets expectations for the project.…
It answers key questions like, what needs to be created?…How will it be used?…What are the deliverables for the project?…And when are the deadlines?…It's like a contract.…You can find many templates online for creative briefs, and…in the exercise files, I've included a sample that you can follow.…Whatever format you use, it should include the following.…First, give an overview of your marketing situation.…What's the big picture?…What's going on in the market?…What's the competition doing?…Are there any opportunities or problems in the market?…Next, describe the objective of the creative piece.…
Author
Drew Boyd
Released
8/28/2014You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Duration
Views
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Introduction
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Welcome1m 24s
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Understanding Marketing's Role
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Marketing in an organization3m 32s
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Assembling the team3m 32s
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Creating the marketing plan2m 56s
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Analyzing Your Business
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Researching the competition3m 49s
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Analyzing your products3m 19s
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Analyzing your customers3m 47s
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Analyzing the buying process4m 28s
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Analyzing your market4m 15s
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Developing Your Strategy
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Segmenting your customers4m 23s
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Targeting your customers3m 55s
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Positioning your message4m 46s
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Setting goals3m 20s
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Developing the Tactical Phase
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Understanding the 4Ps model2m 50s
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Setting prices4m 11s
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Communicating price3m 5s
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Integrating all four Ps3m 49s
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Aligning the Organization
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Educating the sales team3m 27s
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Guiding vendors and agencies3m 19s
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Launching and Measuring Your Plan
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Budgeting3m 7s
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Conclusion
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Mastering marketing thinking3m 16s
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Next steps4m 14s
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Video: Guiding vendors and agencies