Writing a meaningful marketing brief is the first step in developing a marketing communications plan.
Use the brief template found in the Unilever Axe case with the addition of two items: “brand voice” and “reason to believe” to write a brief for a brand of your own choosing.
It is up to you to consider a reason that the brand you choose would want to initiate a creative campaign (e.g. to reach a new market; to launch a new product; to strengthen positive brand associations or change negative associations).
You may assume any budget amount you like. Campaign length (duration), however, should have a rationale.
The report relates to an anti-drug campaign using the best marketing approach. The marketing campaign aims at persuading the youth to refrain from drug and substance abuse. Additionally, the marketing campaign uses the best approach to capture youth’s attention such as social media and television advertisements. Furthermore, the anti-drug campaign will choose the best approach to reach the youth and minimize expenditure.
The client is an NGO that deals with sensitizing the youth against drug abuse. The NGO has previously developed strategies to reach the whole society but now wants to reach the youths only. The change in strategy arose from the rising numbers of youths abusing drugs. Therefore, the NGO requires a marketing campaign that targets and appeals to the youth (Cole-Ingait, 2018). The message should persuade the youth to refrain from the use of drugs and prevent peer pressure.
The NGO approached Five Star Agency where I work as an associate consultant to develop the anti-drug campaign. The agency has run successful marketing campaigns for big corporations. Therefore, the high chances of success in the anti-drug campaign exist. The agency has vast resources including networks, employees and funds to come up with the best advertisement.
The agency will take one month to develop the campaign, which gives more time to negotiate contracts with media house and social media personalities. The agency will involve the best employees to work on the campaign to ensure success in appealing to the youth. The agency realizes the need to send a message tailored to persuade the youths to refrain from drug abuse.
The campaign involves developing a persuasive message to the youths and creating a negative image on drug-abuse (Anon., 2018). The persuasive message aims at sensitizing the youths not to indulge in drug abuse. The message includes highlighting the benefits of leading a healthy life free from the harms that arise from the abuse of drugs. Additionally, persuasion will take place by pleading with the youth to consider the dangerous diseases caused by drugs such as cancer and refrain from any form of drug abuse (Anon., 2018).
On the other hand, the negative image will focus on showing the harms caused by drug abuse. Additionally, the campaign shows that drugs result in the many social vices experienced every day. For example, videos of people stealing, robbing, fighting and killing due to drug abuse plays an important role in painting a negative image of harmful drugs.
The target audience
The anti-drug campaign will mainly target the youths within the society. The youths have the highest likelihood of indulging in drug abuse due to various factors such as unemployment and peer pressure. Therefore, the anti-drug campaign will target both youths who have started abusing and those that have not started (Pollard, 2018). The youths will include the individuals at the age of 18-24 either employed or unemployed. Additionally, the campaign will target both unemployed and employed youths (Pollard, 2018).
The media of communication
The campaign will use both television adverts and social media to convey the message to the target audience (Olsen, 2018). The television adverts will include short plays and videos that show in between favorite shows watched by youths. The adverts will convey a persuasive message pleading with the youth to refrain from drug abuse.
Moreover, the campaign will use social media platforms such as Facebook, Instagram, Snapchat and Twitter to communicate with the youth (Pollard, 2018). The social media sites have a wide coverage since most of the youths have social accounts. Therefore, the youth will quickly get the anti-drug campaign message.
The form of communication
The communication will adopt a persuasive message that pleads with the youth not to indulge in drug abuse (Cole-Ingait, 2018). Additionally, the campaign will adopt images and videos that relate drug abuse to violence and unruliness in the society. Moreover, the message will convince the youth of the advantages of living a drug-free life.
The sensory elements
The campaign message will use various elements such as videos, music, and pictures (Pollard, 2018). The sensory elements will convey a strong message persuading the youth not to indulge in drug abuse. The videos will show people who abused drugs explaining dreadful effects illegal drugs on one’s health. Furthermore, the campaign will use songs that advice the youths to stay away from drug abuse (Cole-Ingait, 2018). The videos and music will use popular celebrities to capture the attention of the youths.
The measure of effectiveness
The campaign is effective due to adapting features that appeal to the youth such as social media, celebrity videos and songs (Anon., 2018). The campaign reaches a wide target audience meaning that more youths get the information. Data collected from the youths shows that most follow social media discussion and watch television. Therefore, the campaign will reach the required audience and give the best impact.
Conclusion and recommendation
The campaign could experience higher success in the case of additional funding. The additional funding could enable the planners to bring in more celebrities to send the message to the youths. Additionally, the campaign could advertise on many television channels instead of a selected few.
Anon., 2018. Marketing Theories-PESTEL Analysis. [Online] Available at: https://www.professionalacademy.com
Cole-Ingait, P., 2018. The Socioeconomic Factors Affecting Small Businesses. [Online] Available at: www.smallbusiness.chron.com
Olsen, E., 2018. Strategic Implementation. [Online] Available at: https://www.onstrategyhq.com
Pollard, C., 2018. Key Features of a PR Campaign. [Online] Available at: https://www.publicrelationssydney.com.au [Accessed 22 April 2018].
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