For this project, my team challenge is to develop a marketing communications campaign designed to launch a new business adventure of The Bonn Group Construction Company.We will increase awareness of the brand and offering, drive showroom traffic and ultimately generate leads to boost sales.
We need to know what kinds of target audience we need to focus first. So, I did some research and created a target market profile. This profile is beyond necessary demographic, geographic and psychographic details. From this research, we fianlly know our target audience’s habits and their characters. It helps us for defining the topic of our campaign.
Our client wanted to know what exactly the marketing goals of the campaign and make sure the efforts could be measured. So, I made a list of the advertising objectives with predicted data. Before launching this campaign, The Bonn Group needs to know their brand value clearly. I highlighted the keywords in the positioning statement and make the customers easily understand what kinds of products and service which The Bonn Group could offer.
