Pr campaign project -- 2

For the purpose of this assignment you are an account director at Bucks First PR. You have a portfolio of three clients (Cafe Rouge, Monsoon Accessorize and Blake Lapthorn). You may choose any one of these three clients as the subject of this assignment.

Notwithstanding your good work, your client has decided not to renew the account automatically at the end of the current contract. This will expire on 31st March 2016. Instead s/he is going to re-pitch. You and Bucks First PRare invited to compete alongside other consultancies at a pitch on Monday 25th January 2016. You are asked to bring along:

A Proposalof up to 3000-words. In this you will set out a UK campaign for the next 12 months focusing on the client’s principal product(s)/service(s). For convenience this should follow the nine-part Smith format (i.e. goal, objectives, target audiences etc). Specifically, you must include:

• A brief executive summary.

• At least THREE major campaign tactics or actions. You must explain in each case also how and why these actions will benefit the business.

• At least ONE anticipated action on the part of a principal competitor and your recommended response if it occurs.

• A recommended budget for 2016-17 which may be up or down on the current £200,000 per annum inclusive of fees and disbursements.

• A clear indication of how and why you will measure campaign effectiveness.

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Nº del proyecto: #9182595

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