Marketing Process
1 Planning
a. Vision Statement/Purpose
b. Goal
c. Audience/List
d. Format
e. Design/Look Feel
i. Examples
f. Inclusions
i. Photos
ii. Illustrations
iii. Logos
g. Budget
h. Deadline
i. Schedule
j. Quantity/ListMaker
k. Staff Involvement
l. Copy Responsibility
This initial stage can be summed up
in a meeting designed to decide the
above parameters and what type
of format best supports the goal.
The broad strokes of the project and
foundational elements should be
decided before the Market Tracker
is submitted. This meeting can be
as complex or as simple as the goal
requires. If the project parameters
are already set or the project is an
update (simple copy edits of an
existing document less than 4 pages)
then this meeting wont be needed.
2 TRKr
Enter the TRKr as a new task for
[P3] MarketTracker. Fill out all the
information as requested.
The TRKr is a specialty tool on the
APWA intranet (today.apwa.net).
3 Execution
a. Designer Assignment
b. Concept Meeting with Designer
This meeting is to actually start
building the project on the foundation
laid in the planning meeting. Detail
will be filled in and actual work will be
done choosing concepts and refining
messages and headlines.
i. Set Expectations
ii. Build Schedule
1. Estimates of Typical Project
Timelines
iii. Brainstorm
1. Concept/Metaphor
2. Visuals See Acceptable Formats
a. Supplied by customer
i. Resolution/Quality
b. Created Custom for Project
c. Existing Artwork/Continuing
Branding
d. Brand Allegiance
3. Copy See Acceptable Formats
a. Hierarchy of Messages
i. Headlines
1. Main Message
ii. Subheads
1. Support/Expand Main
Message
b. Body Copy
i. Attention
ii. Benefit
1. Interest
2. Needs of Customer
iii. Credibility
1. Persuasiveness
iv. Talk To Your Audience, Not At
Them
1. Address Intelligence
2. Address Their Perspective
v. Avoid Clichs
c. Call-to-Action.
i. Special Deal/Offer
c. Continued Communication
i. Additional Meetings
ii. Proofing Responsibilities