Business Finance
JWI518 Strayer University Cisco Company Marketing Campaign Proposal PPT

JWI518

Strayer University

Question Description

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.

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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 ...
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Final Answer

Attached.

Campaign Proposal Speaker Notes
Slide 1/ Title slide: Welcome to this presentation. This is a campaign proposal developed for
Cisco Company and it promotes cisco routers.
Slide 2: Product/ Service and Features
The proposed product is a special and improved router developed by Cisco Company specifically
for security purposes. This router performs the basic functions of exchange of data between
servers but is also improved to meet high security levels for critical operations. It is thus ideal for
data centers where multiple locations share data through the server. The key feature of thus
router is its high encryption abilities and hence its capabilities to send data securely hence
keeping up with trends in cyber-security and cyber-crime. The proposed router capitalizes on
security in data sharing and hence is a crucial implement for any company.
Slide 3: Marketing Goals
In this marketing campaign, we aim to achieve certain goals with the product introduced. First,
we aim to boost sales volume if the router by 80% in the first year of this marketing campaign.
The campaign also aims at reaching the 10,000 institutions mark for its brand awareness. Lastly,
this market program aims to reach all its audience by the end of 16 months. As can be seen in the
measures and definitions of the goals, it is evident that they are specific, measurable, achievable,
relevant, and timely.
Slide 4: Target Audience and Competition
To achieve the set goals, it is crucial to define a specific target audience and also outline the
competitive forces that the brand faces when promoting its product. A review of the target and
costs of this product shows that the Cisco router is very competitive in the market. The campaign
idea for this product is that it provides high encryption abilities and hence boosts security.
Therefore, while Juniper offers a fast connection and Alcatel-Lucent offers voice
communication, Cisco capitalizes on security. The router is also highly affordable at $460.41 and
free shopping as compared to the two other competitors.
Slide 5: Customer Needs and Desires
Furthermore, it is evident that the router meets the needs and desires of clients and hence is
effective in the market. Clients need a router for Internet connection and data sharing and this
router provides the same at a high speed connection. Regarding desires, many customers are
increasingly looking for the latest innovations in tech that go beyond providing basic services.
The router has fast connection and security and hence reinforces a positive self-image of the
customers who use the device. Essentially, the router goes beyond providing Ethernet
connections to securing communications and providing speed.
Slide 6: Customer Values and Beliefs
Elsewhere, an understanding of customer values and beliefs is crucial in enhancing a connection
between the product and these values through marketing and design. The target customers are
looking for a product that offers reliability and dependability through high-tech innovation. The
customers also develop an intimate bond with the product through loyalty. The Cisco router
capitalizes on the ease of use and latency as the main issues that serve the customers’ values

through providing a product that is of high quality and serves the customers without much
complication of the process of connection. The product is reliable and easy to use.
Slide 7: Marketing Messages and Story
In addition to meeting the customer values and beliefs, the product will be marketed using a
message of reliability and the ease of use for any organization’s Internet needs. This will be
placed in the background of the challenges that organizations face when securing their
information access online and the speed of connection. The pitc...

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