Join Drew Boyd for an in-depth discussion in this video Guiding vendors and agencies, part of Marketing Fundamentals.
…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.…
You'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
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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