Target Market: Clearly identify your target audience (teachers and/or students), justify this decision and demonstrate an understanding of their behaviours and needs. You could choose to focus on secondary or tertiary, teachers and/or students.
Objectives: What does your campaign seek to achieve? Clearly state the marketing objective(s), keeping in mind that your campaign must have a measurable impact and drive a return on investment. Use various key performance indicators (KPIs) to evaluate the campaign's success. Execution Strategies: The activities and channels you use to deliver your message is where you can really let your creativity and innovation shine. The possibilities are endless and we want you to think outside the box, but don't forget your budget parameters. Helpful hint: remember Microsoft already has Education campaigns in the market so double check your ideas are original before embarking. Budget and Timeframe: Your initial marketing campaign must run for 3 months and work with a maximum budget of $200,000. Over the 3 months, your campaign should address the challenge points of: awareness, downloads and usage. Also make sure your campaign realistic and achievable in the local market.
Report: You must submit one report per group (groups can be 1 - 4 people). The report should be no more than 10 typed pages in Word format- this does not include a cover page, a reference list (Harvard style) or any appendices. Please state your group name in the document header and the names of each group member and your University, on the cover page. Feel free to get creative and show off your design skills! Recommended report structure: Executive summary, Introduction, Target market insight, Objectives, Execution plan, Budget and timeline, Measurement and Conclusion Tips and Hints: Be sure to join our Yammer portal where you can speak directly with the Protégé team, stay on top of competition announcements, as well as join in the open call sessions via Lync where you can ask any burning questions. Yammer will be our main method of communication throughout the competition and will give you a chance to communicate with other students all over the country.