Know-How Exchange : Student Questions

Take a look at the National Student Advertising Competition (https://www.aaf.org/default.asp?id=122) to see past competition ideas. You can see what winning competitions look like (if you buy the DVDs) for your own presentation ideas.

Here's an outline. Doesn't have to be long, but it has to be fact-based, flow together like one story, and above all be persuasive.

The Challenge – at a high level, what your campaign needs to address for your client company…revenue growth, market share, geographic expansion, etc…you said awareness in your question, so maybe get a lot more specific about what “raising awareness” means
Current Situation – what the client company is doing well or poorly with in the marketplace…such as why is awareness low among the target segment now?
The Opportunity – sums up your customer, category and competitive research to show what your client company can exploit, with some quantification hopefully of what you plan to achieve (again, what does “raise awareness” entail from a measurable point of view?)
Target Insights – which segment of customers you are going for and what wants, needs and behaviors they have that are critical
Product Positioning – any product changes you are recommending, and recommendations for positioning the product to the target segment
Marketing Program – where you intend to reach the targets (media, channels), and with what calls to action (offers, promotions)
Creative Concepts – some examples of look and feel, messaging, etc. for your campaigns (based on what you have in prior section – example, if you are planning to use email as a way to reach customers, show what a sample email would look like)
Timing – when everything would roll out
Critical Success Factors – grab bag of requirements…things like measurement plan, what would be required from the client company along the way if anything, etc.