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Revitalizing Marketing Strategies for Agency 007

Evaluate and enhance old campaigns for Agency 007, analyzing successes and failures, including marketing, advertising, sales promotions, and creative strategies. Improve layout consistency and flow for better impact and results.

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Revitalizing Marketing Strategies for Agency 007

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Presentation Transcript

  1. EVALUATION OF OLD CAMPAIGNS BOOK AGENCY 007 2 presents

  2. Introduction AGENCY 007 • Team Inspiration • Good use of theme continuity (Muses) • Attractive presentation • Executive Summary • Easy-to-follow organization • Be conscious of spacing vs. indentation

  3. Situation Analysis cont’d AGENCY 007 • Company • Background • History • Operations • Future • Key Facts • Products • Products & Services • Sales • Employment • Competitive • Direct Competitors • Web Site • Advertising • Career Fair • Prospect Evaluation • Geography/ Regionality • Industry • History • Trends in Job Market • Growth • Aggressive Recruiting • Experience Favored • Women Wanted • Outsourcing • Engineering Organizations

  4. Situation Analysis cont’d AGENCY 007 • The Bad • Confusing setup • Pixilated graphs (difficult to read) • Language switched between professional and casual • The summary of findings didn’t flow very well • The Good • “Evolution of Engineering” timeline • Great coverage of many topics • Images/descriptions of Web sites • “Key Facts” section • Appealing internship benefits • Short paragraphs with pictures mixed in • Broke down strengths and weaknesses

  5. Research AGENCY 007 • Objectives • What attracts target market • Target market’s awareness of company and competitors • Target market’s media habits • Strategies • Online survey • Quotes • Report Tables & Graphs • Included quotes from surveys

  6. Research cont’d AGENCY 007 • The Good • Objectives very useful and relevant • Objectives gave report a good direction • Online survey is very convenient • The Bad • Yellow boxes for SWOT are hard to read and not pleasing to the eye • Misspellings • Centered quotes

  7. Marketing AGENCY 007 • Objectives • “To increase the number of quality applicants by 20% between September 2007 and May 2008.” • Strategies • Creates Group A (for recruiting out of state) and Group B (maintaining in-state applicants) • 4Ps presented effectively • Positioning • Create a nurturing corporate culture

  8. Marketing cont’d AGENCY 007 • The Good • Pointed out what needed to be emphasized • Rationale is a good idea • The Bad • Rationale chart is too wordy • Use of “quality” unclear; objective needs to be more specific • Inconsistent bullets

  9. Advertising AGENCY 007 • Objectives • Increase awareness of Harris among students by 15% between the months of January and December 2007. • Well-correlated to marketing objective • Increase the number of applicants by 20% between the months of September and December 2007. • Same as marketing objective • Strategies • Internet (banner ads) & Print Ads • Not very creative, but clearly written

  10. Sales Promotion / PR AGENCY 007 • Objectives • They are appropriate because they are measurable and specific • Strategies • Creative, clear and achievable • Well-tailored to the market they are going after • Tactics • USB Drives  good idea • Sports fans  bad idea

  11. Sales Promotion / PR cont’d AGENCY 007 • The Good • Giveaways are practical and useful • Footprint idea – “Go Further” – fits the journey theme • Boarding pass idea is creative and consistent with theme • The Bad • Inconsistent spelling of “Giveaways” • Give-a-ways • Give-aways • Giveaways • Pixilated images of products

  12. Creative AGENCY 007 • Objectives • Followed guidelines given in packet • Identical to advertising objectives • Strategies • Very descriptive • Follows guidelines • Examples • Internet banner ads  creative • Online games  creative idea, poor execution (copy falls flat) • Print ads  good presentation, superfluous copy, poor readability

  13. Creative cont’d AGENCY 007 • The Good • Consistent style, color and design • Online games are creative • The Bad • Copy of online games falls flat • Print ads are cluttered

  14. Media AGENCY 007 • Objectives • Goals are in numbers • Not consistent with Marketing/Advertising strategies • Strategies • Feasible with cost-efficient methods (Internet and newspaper) • Tactics • Newspaper insertions • Information well-presented, but hard to read • Flow Chart/Tables • Flow Chart includes months not used • Tables are readable, though unattractively pixilated

  15. Media cont’d AGENCY 007 • The Good • Included circulation, rates and CPM for all publications • Included deadlines and contact information for the publications • The Bad • Grammatical errors • Poorly constructed media objectives • Flow chart includes months not used • Pixilated charts with too much information

  16. Overall Comments AGENCY 007 • Layoutinconsistencies • Centered bulleted lists • Differing table appearances • Used noticeable different writing styles in different sections • Lack of flow • Wild rag, broken words • Errors • Misspelled words • Grammatical mistakes • Design • Creative design elements • Section titles along side of pages • Subsection titles along bottom of pages • Quotes/proverbs on section cover pages • Consistent use of theme • Pixilated images throughout • Unprofessional • Confusing

  17. Thank You! This presentation will now self-destruct…

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