The Apprentice Check List….

 

Does your group have:

 

 

YES

NOT YET

An outline of your target customer’s needs/wants?

It can be a descriptive paragraph, a bulleted list or an outline

 

 

A promotional plan, which includes:

 

 

ü      An overview of your overall plan for the customer to promote the product….see an example on the following page.

 

 

ü      Your slogan

 

 

ü      A copy of a print ad (magazine, billboard, etc.) that has a headline, copy, an illustration and a signature.  Refer to your notes…hint: a slogan can be the signature….

 

 

ü      Five ideas for publicizing the product…see an example on the following page

 

 

Is your written work typed?

 

 

Is your promotional plan neatly bound?

 

 

Have you produced your 30 second radio or TV spot?

 

 

 

Remember:

ü      This counts as a test grade.

ü      All members get the same grade.

ü      It is mandatory that you be here.  If you don’t show up, you get a zero.

ü      Presentations and promotion plans are due Wednesday.

ü      Presentations should be about 5 minutes long, and include:

 

 


 

Sample Overview of Promotional Plan

 

            We would like to thank you for allowing Marketing Lighting to prepare the following promotional plan for your product, Zippy Denture Cream.  After studying your target customer, we have determined the best way to appeal to consumers in this demographic is to help them identify dentures with freedom and the ability to stay young.  Our slogan for this campaign, Zippy Gives You the Freedom to be YOU All Day, reflects this.

            As you read though the following sections, you will find a copy of a print ad that we suggest you run in Readers Digest and Prevention magazine.  We have also included a radio ad for your company to run during daytime radio programs that target AARP members such as the syndicated radio show, Senior Power Hour.  You will also find a list of public relations ideas, including sponsorship of national entertainment tours and working with local senior centers.  These publicity efforts, combined with your advertising efforts, should increase awareness and customer appreciation for the Zippy brand.

Sample List of Publicity Ideas

  1. Sponsorship of Senior Centers in urban areas - We recommend that you find and identify major markets that you wish to target, such as Atlanta, Chicago, New York.  Through the local AARP offices, you can find the larger and more active senior centers and provide donations to helping them fund fun programs for seniors, such as dances, 3K walks or transportation equipment. 
  2. Samples to seniors - In conjunction with the above plan, we recommend perhaps helping to create “Welcome” packages for seniors new to retirement communities.
  3. Sponsorship for the Arts - Identify performers that seniors are most interested in seeing, such as Andre Richelieu or Michael Bolton, and help to sponsor their tours……
  4. (And then you and your group would come up with two more for a total of five.)