PLANNING CAMPAIGNS

MODULE
CIM LEVEL 4 AWARD

ASSIGNMENT SUMMARY (TASK 1-3)

PLANNING CAMPAIGNS

CIM LEVEL 4 AWARD

Task 1 -3
Summary Notes
 Task 1 Summary

➢ Task 1 cover page

➢ Headline: Briefing paper
➢ To Senior Management Team
➢ Date……
➢ Subject
➢ Introduction of Task 1
Task 1a- 2 pages
Task 1b&c- 1400 words
Conclude Task 1
Task 1a
Organization Summary - 2 pages Maximum

• Official Name
• Organization info- location, years in business, size of the
organization, affiliations.
• Products and services
• Customer base and segmentation
• Main competitors and market shares or any metric
• Main stakeholders-internal and external
• Market segment to target for this campaign
• Theme chosen and justification
Task 1b
▪ Explain the role of the following
▪ Campaign Plan-Introduce what a campaign plan is, Include the
elements/steps involved in campaign planning highlighting role
of each.State 3 key benefits importance of having a campaign
plan and how it benefits the organization. Support definitions
and theory with citations (Author , year)
▪ Creative brief’- Define, illustrate its content to the organization
what it is, show benefits to the company and campaign itself
▪ External agencies-Define, illustrate the benefits , illustrate how
to recruit, indicate benefits.

Include citations to support theory and statistics where

necessary
 Task 1c
• Internal analysis
✓ Analyze mission and vision and how the campaign
will be aligned
✓ Evaluation of past campaigns- What learnings
emerged?
✓ Analysis of the brand, competences,
competitive advantages
✓ Analysis of structure and its impact to
campaign.
✓ Indicate Sources of this Internal information?
Summarize strengths and weaknesses
impacting the campaign- point form-
(Key issues only)
✓ External Analysis (Micro and Macro)
✓ Highlight Issues affecting stakeholders
(PESTEL ANALYSIS)
✓ P-Political
✓ E-Economic issues
✓ Social and culture issues
✓ Technology effect on campaign
✓ E- Any environmental factors
✓ Local/international laws affecting
campaign
Support every point with evidence- citation
Summarize Opportunities and threats
impacting the campaign process and
success (Key issues only)
1C- Must include internal and external sources of data
collected. In-text citation Example
Recommendations in the report (Hegenbarth,
2014)…
Task two briefing Notes
TOTAL WORDS (2250)
 2a
1. TWO Resources-
✓ Human- state the skills needed and number of staff per skill
✓ Physical resources – Identify and state the number e.g phones, T-
shirts

2. TWO Ways to gain Internal support

✓ List the stakeholders
✓ 2 activities to gain support
✓ Explain how each of them shall be executed
• 2b .(Consider 1c, key target and theme as you answer this and 1c)
• Objectives- 2 Campaign Objectives (SMART) (specific metric,
time-bound and measurable.
• Show Link to Company wide objectives
• Key Messages strategy
✓ Value proposition statement
✓ Positioning statement for the product/company
✓ Key campaign message- Should be emotional to hook
customer and logical to sell benefits
✓ Call to Action is a must e.g visit website , call etc
✓ Show how other 7Ps will be aligned to support the message.
Detailed Media Mix- Include both online and offline: Examples

• State the channel/Activity- Be

specific
• Justify its effectiveness using
research
• Recommend the approach of
e.g content /Activity execution
• Media can include- Advertising,
PR, events, influencers, etc
Detailed Campaign Budget – See example
tem Purpose Cost Estimate
Give a narration
Email-campaign template
Direct marketing: professional design for standard
email template for use in multiple campaigns
$500 summary indicating
source of the
Web-site contest pages, internal ads
Digital marketing: professional design for Web pages
and forms for create-a-flavor contest, sidewalk tasting $500
budget/justification
events, internal site “ads” for contest
and include
Ad design work
Advertising: designer work for sandwich boards, online
$250 measures to be put
ads
Facebook ads Facebook ads targeting local areas $650 in place to ensure
Sandwich boards
Advertising: three sandwich boards for display outside
$350
accountability and
shops
Sales promotion: design and production to match
resources
Coupons, contest fliers, in-store posters $400
other campaign-related materials
optimization.
Coupon value Sales promotion: estimated cost of redeemed coupons $350

Sales promotion: cost of ingredients, materials, extra

Sidewalk sample cost-of-goods $1,500
labor for executing sidewalk tasting events

PR firm assistance with press release writing, local

Press releases $500
distribution

Employee labor to execute campaign: email campaign,

social media, web updates, ad purchases, contest
Internal labor 25% time of one employee over duration of campaign
management, local placement of coupons, fliers,
overall project management

Total All costs excluding employee labor $5,000

Gantt Chart tool example: List all the media channels and
key activities and indicate timings: Example (Not for use)
 TASK 3 (1100 WORDS)

Create a blank page before 3a

Use Report format

To….
From….
Subject……
Intro of the task
Task 3 (1100 Words

3a.
Two Examples of how a campaign can be monitored
• Introduce the importance of monitoring –Using citations

• Define each of the monitoring techniques and their benefits

• Explain application to your campaign

Illustrating benefit to organization and theme chosen.

• Any draw back to the method and remedy for the drawback.
3b: Recommend 2 metrics and explain how they can measure
the performance of your campaign.
• Introduce importance ofpost campaign Evaluations using
citations
• Name 2 metrics:
• Introduce each of them separately- what and how its
measured
• Show benefits to campaign objectives
• Advice on any drawbacks
• Advice how current campaign learnings can guide user
campaigns as concluding remarks.
 Harvard referencing
• Use in-text links inside the text.
• Reference list should be a
separate page
• Mogra (2016) concludes that most
trainee teachers surveyed
wanted……(Direct quote)
• Mindfulness-based interventions
may be delivered by ..(O’Hara,
2020) and Mental Health First Aid
(Mantzios, 2019).(Paraphrased) Website referencing Example
• https://www.bcu.ac.uk/library/services-and-
support/referencing/harvard/in-text-citation Conflict Memory Displacement (2016) Conflict Memory Displacement:
Responding to the refugee crisis in the UK and Italy. Available at:
http://conflictmemorydisplacement.com/ [Accessed 28 July 2016].
General Rules
• Theme must flow in all tasks
• All answers must relate to key
customer chosen
• Font 11 text
• Tables Font 9
• Adhere to word count
• Plagiarism is forbidden
including past papers
• High marks depend on
• Quality of intext citations
• Application to theme
• Ability to meet objectives set
• Quality and strength of
campaign
• General presentation and
relevance to industry.
 Citations and Referencing

• Use in-text CITATIONS inside the

text. (Example)
• Mogra (2016) concludes that most
trainee teachers surveyed
wanted……(Direct quote)
• Mindfulness-based interventions
may be delivered by ..(O’Hara,
2020) and Mental Health First Aid
(Mantzios, 2019).(Paraphrased)
• Reference page after task 3 to
appear on its own page. Example
Author-Conflict Memory Displacement (2016) Topic-Conflict Memory
Displacement: url-Responding to the refugee crisis in the UK and Italy.
Available at: http://conflictmemorydisplacement.com/ [date you
accessed -Accessed 28 July 2016].
General Rules
• Theme must flow in all tasks
• All answers must relate to key customer chosen
• Font 11 text
• Tables Font 9
• Adhere to word count
• Plagiarism is forbidden including past papers
Success in your project