DESIGNING A CAMPAIGN
When designing and organizing any advertising campaign, Sigma takes into consideration the initial position of the brand, client’s expectations ( campaign’s aim), budget and target audience (outdoor advertising, indoor advertising, the Internet). We use brand PR only as an alternative or replacement for advertising activities. Before we get to work, we must identify our client’s means and expectations. Adequately prepared brief should be the starting point.
Example of a brief:
MARKET BACKGROUND
- Brand/product position on the market
- Market competition
- Previous advertising activities
CAMPAIGN’ S SUBJECT AND AIM
- Short-term or long-term aim?
- Communicative effect , business effect?
- What to tell
- Keynote
- Style (serious, humorous, surprising, modern)
TARGET AUDIENCE
- At whom is the information aimed? ( sex, age, address, social group, education)
CONSUMER BENEFITS
- The benefits of choosing the company or product
- Profile of a product or service
- Unique characteristics of a product or service
POTENTIAL OBSTACLES
- Strong and weak points of a product or service
BUDGET
- Helps to choose adequate tools