PROPOSAL PROPOSAL a plan or suggestion, especially a formal or written one, put forward for consideration or discussion by others. 5 Factors for proposal DESIGN DATA INSIGHT LOGIC DETAIL Color and concept should be relevant with brand Data should be prepared about media touchpoint and digital platform The message should connect with customer’s insight The information in proposal should be logical and connected Budget, timeline, and information should be detailed on proposal
BUILDING PROPOSAL Prepared by Lam Thinh PROPOSAL PROPOSAL a plan or suggestion, especially a formal or written one, put forward for consideration or discussion by others 5 Factors for proposal DESIGN Color and concept should be relevant with brand DATA Data should be prepared about media touchpoint and digital platform LOGIC The information in proposal should be logical and connected INSIGHT The message should connect with customer’s insight DETAIL Budget, timeline, and information should be detailed on proposal INDUSTRY OVERVIEW TARGET AUDIENCE Categories in Proposal PROPOSAL STRATEGY TACTICS AND MEDIA TOOLS BUDGET AND TIMELINE INDUSTRY OVERVIEW INDUSTRY COMPETITOR COMPETITOR About the growth of industry, media spending of industry Defining the main competitors in market Identifying the changes of products and industry The previous and current campaign of competitors in market Defining the main communication channel of industry Key learning and outcome from competitors TARGET AUDIENCE MEDIA HABIT & TOUCHPOINT Identifying the media touchpoint and habit of customers Understanding the attractive content toward audience CUSTOMER INSIGHT Understanding the need, want and demand of customers in products and content Understand the customer’s behavior on products and social media SOCIAL LISTENING Identifying the discussion of audience on social media Find out the keyword and content that customers focus on social media PROPOSAL STRATEGY Unique Selling Point Campaign Objectives Concept & Ideas Key Message Campaign Strategy Campaign Roadmap PROPOSAL STRATEGY Campaign Roadmap KEY MESSAGE PHASE PHASE PHASE Objective Objective Objective Tactics Tactics Tactics Allocation Allocation Allocation TACTICS AND MEDIA TOOLS OBJECTIVES Each tools will play different objectives in the campaign DELIVERY The connection in campaign and story in each tools DEMO Demo content, visual and execution for tools DATA & LOGIC Each proposes should have logic and data to say BUDGET AND TIMELINE KPI Each tools should have the different KPIs, which is suitable with objectives MEASURE MEASURE The way to report for clients about the KPIs and execution of tools BUDGET BUDGET The allocation and investment for each tools in the campaign TIMELINE TIMELINE The allocation of timeline for each tools and the connection in timeline THE END Prepared by Lam Thinh