In this assignment, you assume the role of Director of Marketing and you are attending a meeting with
the Chief Marketing Officer (CMO) and the executive team. You have been asked to deliver the
presentation you prepared on your proposed Marketing Campaign. The CMO has asked you to keep
the length of your presentation to no more than 7 minutes. Due to this time limit, you must present
your message as concisely, cogently and convincingly as possible, in order to obtain the approval of
the executive team for your proposal. You will use the Marketing Campaign slide deck that you developed in Assignment 2. Remember that during
the presentation, you as Presenter are the main focus for the audience. Your slide deck serves only as
a visual aid to support your message. Start with an impactful opening statement to engage your audience and clearly establish the
context and purpose of the presentation
§ Keep your comments succinct, clear, and focused on the goal of obtaining support for your
campaign proposal
§ End with a closing statement that highlights the reasons why the executive team should
agree to your proposal and explains how your campaign will benefit the company.Your presentation will be assessed using the below criteria:
• An impactful opening statement is used to engage the audience and set context for the
audience
• Presenter exhibits a confident and professional presence, uses an appropriate tone for a
business setting, and establishes a connection to the audience
• Presenter does not read the text from slides, but restates the content in other words
• An impactful closing statement is used to indicate anticipated benefits for the company and
recommend the proposal to the executive team
• Communication is targeted and succinct, delivering a clear and persuasive message
• Presenter is the focus; slides are used as a visual aid to support thepresentation goals
• Presentation adheres to the five to seven minutes time limit . these are the professors recommendations: good effort on completing and submitting your Part B slides. It was a good finish for the overall project. One area to have improved upon can be found on the Social Media Strategy slide. The expectation here regarding Universe Size, for example, Facebook, is too general to say Global but rather 2.41 billion active users. This required some additional research on your part. Under Ideal Demographics, when you stated, “Youth adults,” what does that mean exactly? ages 13-19? 19-25? Youth Adults is a little too general.
jwi518__assignment_3_1196__1_.pdf
marketing_assignment_2b.ppt
Unformatted Attachment Preview
JWI 518: Marketing In a Global Environment
Academic Submissions and Evaluations
Assignment 3: Marketing Campaign Presentation
Due Week 9, Sunday midnight of your time zone (Weight: 25%)
In this assignment, you assume the role of Director of Marketing and you are attending a meeting with
the Chief Marketing Officer (CMO) and the executive team. You have been asked to deliver the
presentation you prepared on your proposed Marketing Campaign. The CMO has asked you to keep
the length of your presentation to no more than 7 minutes. Due to this time limit, you must present
your message as concisely, cogently and convincingly as possible, in order to obtain the approval of
the executive team for your proposal.
Instructions
You will use the Marketing Campaign slide deck that you developed in Assignment 2. Record your
presentation by using Zoom. The video must include both you and your slides. Remember that during
the presentation, you as Presenter are the main focus for the audience. Your slide deck serves only as
a visual aid to support your message.
Dress appropriately for a business meeting and demonstrate a confident executive presence. You may
stand or sit, as you prefer, but strive to convey confidence and to be expressive in your manner of
speaking to your audience. Your presentation should stay within the time limit of five to seven minutes.
Note: See your Blackboard course for instructions on using Zoom to make the recording.
Tips for Effective Presentation
Use the tips and suggestions below to make your presentation effective and professional:
§
For the best results using Zoom, work on a computer rather than a mobile device or iPad
§
Record your presentation in a quiet room or space, with neutral, non-distracting surroundings
§
Do not read the text on the slides; instead, restate the points on the slide in different words
that reinforce the message
§
Start with an impactful opening statement to engage your audience and clearly establish the
context and purpose of the presentation
§
Keep your comments succinct, clear, and focused on the goal of obtaining support for your
campaign proposal
§
End with a closing statement that highlights the reasons why the executive team should
agree to your proposal and explains how your campaign will benefit the company
§
Practice delivering your presentation in front of a trusted colleague, friend, or family member;
ask them for constructive feedback on your voice, physical presence, and persuasiveness.
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This
course guide is subject to change based on the needs of the class.
JWI 518 – Assignment 3 (1196)
Page 1 of 4
JWI 518: Marketing In a Global Environment
Academic Submissions and Evaluations
Assessment Criteria
Your presentation will be assessed using the below criteria:

An impactful opening statement is used to engage the audience and set context for the
audience

Presenter exhibits a confident and professional presence, uses an appropriate tone for a
business setting, and establishes a connection to the audience

Presenter does not read the text from slides, but restates the content in other words

An impactful closing statement is used to indicate anticipated benefits for the company and
recommend the proposal to the executive team

Communication is targeted and succinct, delivering a clear and persuasive message

Presenter is the focus; slides are used as a visual aid to support the presentation goals

Presentation adheres to the five to seven minutes time limit
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course
guide is subject to change based on the needs of the class.
JWI 518 – Assignment 3 (1196)
Page 2 of 4
JWI 518: Marketing In a Global Environment
Academic Submissions and Evaluations
Rubric – Assignment 3
CRITERIA
1. Presenter starts
with an impactful
opening statement
to set context and
engage the
audience.
Weight: 20%
2. Presenter
exhibits a
confident and
professional
presence.
Presenter conveys
a clear and
persuasive
message and
connects well with
the audience.
Unsatisfactory
Weight: 20%
4. Communication
is targeted and
succinct; presenter
does not read the
text but instead
restates the
content in other
words.
Pass
High Pass
Honors
Does not start
with an
impactful
opening
statement to set
context and
engage the
audience.
Starts with a
minimally
impactful
opening
statement to set
context and
engage the
audience.
Starts with a
satisfactorily
impactful opening
statement to set
context and engage
the audience.
Starts with a very
good and
impactful opening
statement to set
context and
engage the
audience.
Starts with an
excellent and
impactful opening
statement to set
context and
engage the
audience.
Does not exhibit
a confident and
professional
presence. Does
not convey a
clear and
persuasive
message nor
connect well
with the
audience.
Exhibits a
minimally
confident and
professional
presence.
Conveys a
clear and
persuasive
message in
some but not all
slides and
makes a limited
connection with
the audience.
Exhibits a
satisfactorily
confident and
professional
presence. Conveys
a clear and
persuasive
message in most of
the slides and
connects quite well
with the audience.
Exhibits a very
confident and
professional
presence.
Conveys a clear
and persuasive
message in all
the slides and
connects very
well with the
audience.
Exhibits an
excellently
confident and
professional
presence.
Conveys a
powerful and
persuasive
message in all
the slides and
connects very
effectively with
the audience.
Does not end
with an
impactful
closing
statement that
indicates
expected
benefits for the
company.
Ends with a
minimally
impactful
closing
statement that
indicates one or
two expected
benefits for the
company.
Ends with a
satisfactorily
impactful closing
statement that
indicates clearly
some expected
benefits for the
company.
Ends with a very
good and
impactful closing
statement that
indicates strongly
the expected
benefits for the
company.
Ends with an
excellent and
impactful closing
statement that
indicates very
strongly the
expected benefits
for the company.
Communication
is not targeted
or succinct;
presenter does
not restate the
content in other
words.
Communication
is not very
targeted or
succinct;
presenter
restates the
content in some
but not all of the
slides.
Communication is
targeted and
succinct; presenter
restates the content
well in most of the
slides.
Communication is
very well targeted
and succinctly
expressed;
presenter
restates the
content very well
in all of the slides.
Communication is
excellently
targeted and very
succinctly
expressed;
presenter
restates the
content
excellently in all
of the slides.
Weight: 30%
3. Presenter ends
with an impactful
closing statement
that indicates
expected benefits
for the company.
Low Pass
Weight: 20%
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course
guide is subject to change based on the needs of the class.
JWI 518 – Assignment 3 (1196)
Page 3 of 4
JWI 518: Marketing In a Global Environment
Academic Submissions and Evaluations
CRITERIA
5. The video has a
professional look
and feel with a
clear focus on the
presenter. It
adheres to the five
to seven minutes
timeframe.
Weight: 10%
Unsatisfactory
The video does
not have a
professional
look and feel
and it lacks
focus on the
presenter. It is
over the seven
minutes time
limit by more
than two
minutes.
Low Pass
The video has a
partially
professional
look and feel
and is mainly
focused on the
presenter. It is
over the seven
minutes time
limit, but by less
than two
minutes.
Pass
High Pass
Honors
The video has a
satisfactorily
professional look
and feel and is well
focused on the
presenter. It may be
over the seven
minutes time limit,
but by less than one
minute.
The video has a
good, strong
professional look
and feel and is
very well focused
on the presenter.
It also adheres to
the five to seven
minutes time limit.
The video has an
extremely
professional look
and feel and is
excellently
focused on the
presenter. It also
adheres to the
five to seven
minutes time
limit.
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course
guide is subject to change based on the needs of the class.
JWI 518 – Assignment 3 (1196)
Page 4 of 4
1
CAMPAIGN PROPOSAL
Company: Cisco Company
Campaign: Cisco Marketing Campaign
Product or Service: Cisco Routers
Marketing Director: Eric T Smith
Chief Marketing Officer:
Submitted on:
Professor Mark Robinson
November 20,2019
2
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose?
Write a full paragraph.
Enter Description:
The proposed product is a cisco router that permits the exchange of information and data
between different servers. As compared to other types of routers, this router is more
advanced that is able to meet the quality and level of security that the consumers need. This
proposed product is can be used for connection in learning institutions, data centers, and in
multiple branch location.
KEY FEATURES
Instructions: Name and describe at least three key features of your product or service.
Feature Name
Description of Feature
Secure connection
The product is able to transmit secure data that has a high level of security
Accounting, Authentication,
and Authorization (AAA)
The router has password and security measures that hinder access to the third party
Standard IP Security
The product secures its data through an internet protocol used to encrypt its access
3
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use
the five SMART elements to create a detailed description of each goal.
Marketing Goal
SAMPLE GOALS
SAMPLE SMART DESCRIPTIONS
Build brand awareness
Increase in number of items sold
Growth in market share
Capture a new target market
Increase overall company revenues
Increase donations to organization
Add new accounts or relationships
Improve ROI on advertising
expenditure
• Enhance the company’s image
Goal: Build brand awareness








SMART Description (Specific, measurable, achievable, relevant, time-bound)
To reach a sale volume of 80% of the router system by the end of the year
Marketing Goal 1
Marketing Goal 2
To grow the brand awareness of the product to more than 10,000 institutions
with the first two months
Marketing Goal 3
To reach 100% of the target audience in the marketplace by the end of 6
months and notify them of the benefits of the product.
Marketing Goal 4
Marketing Goal 5
• Description: Ensure 80% of target
segments become aware of the offering
within 6 months of launch.
Goal: Growth in market share
• Description: Capture at least 3% of the
product’s category share from competitors
within Year One.
Goal: Add new accounts or relationships
• Description: Increase requests for quotes
(in value terms) by 10% in Year One and by
25% in Year Two.
4
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
What are the key characteristics of your target audience?
Response:
Its targets business entrepreneurs, learning institutions, organizations, and any other organizations that needs a full
internet services
DIFFERENTIATION of your BRAND
How will you differentiate your brand from the competition?
The product possesses high security systems that incorporates all encryption that secure all
connection and data transferred.
Response:
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below,
summarize how your campaign compares to the campaigns of these two competitors.
COMPARISON
COMPANY & PRODUCT/SERVICE
NAME of COMPANY and NAME OF
PRODUCT/SERVICE:
Response:
COMPETITOR 1
COMPETITOR 2
Response:
Response:
router
Juniper Networks –
SRX 1500 Routers
KEY FEATURES and BENEFITS:
What are the top features of the
product, from the customer perspective?
Response:
Response:
Response:
High security encryption, secure
connection, reliable and available.
Fast internet connection, strong
network connection with a high
capacity range
Voice communication, high
stability and performance, and
fast Ethernet.
TARGET AUDIENCE:
Describe the best target audience for
this product.
Response:
Response:
Response:
All organizations that need full
internet services
Business entrepreneurs and
organizations
Investors and business people
COST:
What is your best estimate of the cost of
Response:
Response:
Response:
$460.41 & FREE Shipping
$8,855.00
KES 2,300.00
Crisco Systems- Crisco
Alcatel-Lucent
Enterprise Service Router
(ESR) Services
5
Customer Needs and Desires
CUSTOMER NEED
What customer “need” does the product or service address? Why would a customer buy it? What value does it deliver?
Response:
The product has a high quality and level of security that meets the needs of the customers. Customers seek for products that have
a fast Ethernet services, high performance rate and reliable, fast internet connection, and able to connect many servers as possible. With its
features, the customers would be willing to but the router as compared to others in the market.
CUSTOMER DESIRE
What customer “desire” does the product or service fulfill? How does it reinforce the customer’s self-image? How does it connect the customer with others?
Response:
Clients are interested in technological innovation that can meet their desires. Therefore, in this case, the product has a fast
connection network per kilobytes that guarantees continues access of data without delay. Additionally, through the fast internet services the
router provides a business with reliable services. Therefore, reinforcing the customer’s self-image. As such, businesses will be able to
connect with others through the social media platforms easy and faster.
6
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience?
Response: The
target customer beliefs in high quality and experienced products that will assist serve their needs. Additionally, the clients
values dependability, efficiency, honesty, reliability, and loyalty. The customer highly values the different varieties of gains they obtain from
a product which on the other hand tends to drive their intimacy to the product( Tabrizi, Lam, Girard & Irvin, 2019).
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
Response: The
proposed product address the issues of latency during connection of internet. The product is easy to use and
does not cause issues when connecting the server. The confidence and ease to apply on its higher reliability contributes to
decrease in stress. It thus will meet the customer values and beliefs.
7
Marketing Messages and Story
MESSAGES
What are the key features you need to highlight in your marketing messages for this campaign?
The product is highly reliable and easy to apply. It will be able to meet the organizations’ needs and requirements. Many
organizations have been facing issues with latency, thus, installing this product will increase organizations’ efficiency and fast services.
Response:
MARKETING STORY
What is the “story” you will use to appeal to customers in this campaign?
Response:
The story needs to be the one that customers can easily identify with and easily recognized. As such, the story intendeds to
highlight the challenges organizations face in their quest to use online platforms to market their products for sell. Therefore, installing this
system will be of use in establishing fast internet connection.
WORDS AND IMAGES
What words and images will you use to “frame” your marketing story in this campaign?
Response:
Easy to install and use with high fast and secure internet connection for faster and reliable services.
8
Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA
Where will you advertise to reach your target audience for this campaign?
Social Media Channel
Universe Size
Ideal Demographic(s)
Cons of Channel
Specialized social media
Worldwide
Workers at different
organizations
Able to reach people and fast
Facebook
Global
Youth adults
Able to reach diverse people with interest to routers
Social media channels
International website
Workers at online services
Most of the target segment uses this platform, which
these individuals are the target customers for the product
ENGAGEMENT
How will you use social media to engage your audience for this campaign?
Response:
I will use the above social media to engage the audience in the following manner:
For example, by opening a group forum in Twitter and Facebook and invite as many people as possible to present their views and discuss
why this product will be of help to the organizations and how it can enhance security and their work while working at the IT department.
EXPAND MESSAGE
How will you use social media to spread your marketing message widely in this campaign?
Response: I
will employ inspiring quotes concerning the product that will enhance the reason why the product is better than the existing ones.
This will be driven in a criteria that will help in the realization of a marketing funnel bringing out components of advocacy, loyalty, purchase, intent,
consideration and awareness (Erhart, 2016)
9
Marketing Metrics and Budget Allocation ($1MM)
HOW WILL YOU ALLOCATE THE $1MM BUDGET FOR THIS CAMPAIGN? (NOTE: YOU MUST SPEND THE FULL $1MM)
A Minimum of 75% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below with your own budget items.
Marketing Category
Budget
%
Type
Why This Category?
Facebook
$300,000
30%
Digital
It will permit frequent updates to the
target population
Inspire and reach others
Weekly
Twitter
$100,000
10%
Digital
Most of the target audience will be able
to get frequent updates concerning the
product
Sharing rates
Daily
LinkedIn
$250,000
25%
Digital
Because the buyers mostly use this
platform
Rates and likes
Monthly
Radio
$100,000
10%
Traditional
Able to reach a diverse people with
potentials to buy the product.
Sharing rates
Bi-Monthly
Outdoor Billboards
$150,000
15%
Traditional
Many business investors will be able to
read from a far.
Inspire, reach, and share
Quarterly
TOTAL
$1,000,000
100%
For Metrics, consider these questions: How will you measure your campaign’s performance? What are
the key data items you need? How frequently will you collect these data items? What metrics will you
calculate, based on the campaign data?
Metric Calculation
Frequency of Data
Collection
10
Conclusion
BENEFITS OF THE PROPOSED CAMPAIGN
Describe the short term and long t …
Purchase answer to see full
attachment

Are you having trouble with the above assignment or one similar?

We offers 100% original papers that are written from scratch.We also have a team of editors who check each paper for plagiarism before it is sent to you.
!-- End of Footer -->