TAILIEUCHUNG - 2005 Retain the Brains Marketing Plan Competition

The product is the Greater Rochester Area. The target audience must be childless, 18-28 year old men and women. | 2005 Retain the Brains Marketing Plan Competition -- Required Plan Elements -- a. The product is the Greater Rochester Area. The target audience must be childless 18-28 year old men and women. b. The Plan must stay within a total tactical budget of 50 000 including advertising promotion . c. Each team has the same maximum media allotment of two 2 TV Spots twelve 12 Radio Spots one 1 Billboard and ten 10 Print Ads. The Plan should NOT focus these traditional media but rather how this traditional media will integrate with the tactics put forth in the plan or any non-traditional media methods proposed in the plan. d. The Plan should refer to the provided body of research available at . e. The Plan must not exceed 20 pages double spaced 12pt font not including appendices. PLAN OUTLINE Executive Summary with Table of Contents Competitive Analysis Which cities areas compete with Rochester in attracting the 18-28 year old age group. Briefly document their strengths uniquely attractive qualities or characteristics and weaknesses at least 2 cities . If existing campaigns for other cities are found identify them and the characteristics that you team thinks resonates well with the 18-28 year old age group. Strengths Weaknesses Opportunities and Threats SWOT Analysis Perform a SWOT analysis for Rochester. Support your conclusions. Target Segment Describe the 18-28 year old age group using demographics psychographics geographic concentration lifestyle social cultural and employment habits as appropriate Marketing Objectives and Goals State objectives and goals in terms of population retention and acquisition within the target segment. Define other objectives or goals and also the time needed to achieve them. How will you measure the success of your program Marketing Strategy How will you position Rochester to the target segment What messaging and or themes will you use What association do you plan to create in the minds of the segment How will the new .

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