Creative Brief for MARK2314: Advertising and Promotion Campaign

This creative brief, developed for the MARK2314 Advertising and Promotion course, outlines a comprehensive marketing strategy for a logistics company aiming to attract young professionals. The brief begins by establishing campaign objectives focused on increasing brand awareness and improving brand perception among the youth, utilizing the SMART acronym for goal setting. It considers practical considerations such as brand guidelines and the need to portray the company as youth-oriented. The role of advertising is defined to encourage career planning within the company. The brief specifies the desired tone of voice, which is informative and conversational across social media. The media strategy includes a mix of electronic and print media, such as social media, website, newspaper advertisements, and PR campaigns. The brief details budget allocation and media planning, followed by a digital content plan with keyword analysis. Finally, the document includes a press release template and a list of references.

MARK2314 ADVERTISING AND PROMOTION
CREATIVE BRIEF
CLIENT
P
NUMBER
STUDEN
T
BRIEF FOLLOWED
This Creative Brief is a working document, to refine and discuss the
direction for the client in order to develop a fully integrated
advertising and marketing strategy.
The information you include in here should underpin and support your
pitch presentation.

1. Campaign Objectives (100 words)
What do you want your communication to help you achieve?
Do you want to increase brand awareness, improve brand perception or
encourage customers to trial the product?
Objectives should consider the SMART acronym for objective-setting:
o Specific – target a specific area for improvement.
o Measurable – a way of measuring the success, what metrics will
you use to see that your campaign is successful?
o Achievable – who will do what and when?
o Realistic – state what results can realistically be achieved, given
available resources.
o Time-related – specify when the result(s) can be achieved – a
month, 3 months or a year from now?
- How will you position the product in the minds of the consumer?
- How will you communicate the brand values of your client?
Specific- Investment in team building to bring down average age in the company.
Measurable- It will be measured by colleges and institutions which contact the company for
placement.
Achievable- PR events will be done by the marketing team and time span will be discussed.
Realistic- HR function will increase their contacts to help realise the function.
Time related-Results can be achieved in a span of two years.
The positioning will be done of the company as one which has plenty of opportunities for youth.
The brand values would be communicated through PR events and social media advertising.
2.What practical considerations are there? (100 words)
Do we need show a particular type of model, does it need to take into account
any seasonal factors, are there any legal requirements that we need to adhere
to?
Are there any particular factors or brand guidelines about the way the brand is
presented that need to be observed?

The company has to be projected as one which has many opportunities for the youth and has to be
discussed at social media platforms where youth communicate with each other. The brand has to
be presented in an elaborate manner with number of departments where youth can seek a career
(Galkin, Dolia and Davidich, 2017). Youth have basically this notion in mind that logistics is
mainly of transport but the business has to show and realise them that it is much broader in terms
of sub divisions working alongside and not just transport.
3. The role of advertising (100 words)
- What do we want people to do as a result of our advertising campaign?
- How do you want to change the way people think, feel and do about your
product?
T The advertising campaign focuses on the youth to plan their careers in logistics company Pall-ex
and receive more job applications for them. The change about the mind set up of industry in
youth has to be brought and they have to feel it as an evolving industry. Consumers of the
industry should be satisfied with the quality of services provided ( Galkin, Dolia and Davidich,
2017). Social marketing theory will be the basis of campaign to spread flow of information
through mass media. The linking of media with the company on social platform will help erase
myths about logistics and help take them field of subjects which can help them join the industry
T
- What would we like consumers to think about our brand?
- Which theories and models are you using as the basis for your campaign?
4. What tone of voice should we adopt? (100 words)
Think back to the personality of your product and try and connect the two. Is
your brand happy, sad, exciting, conversational, desirable, authoritative,
honest or knowledgeable?
T The brand is looking forward for inclusion of youth in its team and is also in requirement of it
sooner. The brand’s tone of voice has to be informative of own company’s departments, various
openings, career growth opportunities, positions which will be filled up in upcoming time etc.
The brand has to keep the tone conversational on media platforms about their industry and how
the industry can offer better growth opportunities for the youth. The brand has to communicate
about the different avenues and hierarchy in logistics which will help the youth step up in their
careers.

5. Media Strategy (200 words)
Which media / marketing channels will you target and why? What kind of
strategy will you adopt? What key insights do you have to support this choice?
How will you amplify the message across all channels in order to engage with
the target audience?
The media channels which will be adopted are both electronic and print media. Electronic media
can take the form of social media and own website. Through social media, the target segment will
be the youth who can be projected the industry in a form they never have seen before with many
different opportunities (Kusumasondjaja, 2018). Print media in the form of newspaper
advertisements can also specify the positions and skills required by the candidate. Public relation
campaigns can also help in spreading the message to the youth. Marketing campaigns in
educational institutions can help spread awareness among the students to take up the career in
logistics.
6. Budget
MEDIA
CLASS
MEDIA
VEHICLE
DESCRIPTIO
N
COSTS TOTAL
Social Media
Public
Relations
Television

OOH
Influencer
Marketing
TOTAL

7.Media Planning & Measurement
Date / Campaign Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Measurement
TV Adverts
Social Media
Channels
PR Event
Cinema Adverts
Digital
advertising
Advert production
costs
Sales Promotion

8. Digital Content Plan / Keyword Analysis (200 words)
A clear content and media plan, with clear channel choice and justification.
This must fit with the Media Plan and the overall creative message and
narrative of the campaign.
Channe
l Name Type Tone Measure
ment
You might also include an analysis of keywords and performance marketing
recommendations.

9. Press Release Template (200 words)
<<Insert Logo>>
PRESS RELEASE
Title / Headline
Date:
Body Text (200 words)
** Contact Info **
Note to Editors / Boilerplate Statement
10. References
Galkin, A., Dolia, C. and Davidich, N., 2017. The role of consumers in logistics
systems. Transportation Research Procedia, 27, pp.1187-1194.
Winkelhaus, S. and Grosse, E.H., 2020. Logistics 4.0: a systematic review towards a new
logistics system. International Journal of Production Research, 58(1), pp.18-43.
Kusumasondjaja, S., 2018. The roles of message appeals and orientation on social media brand
communication effectiveness. Asia Pacific Journal of Marketing and Logistics.
11. Appendices (up to 2)