Advertising Campaign Plan Document for “Central Driving School” in Moscow

Central Driving School has been operating in Moscow for 17 years, maintaining №1 market share position. CDS’ mission is to create safe drivers through providing a quality education and experience.
CDS has 27 study centers in Moscow, situated nearby Moscow Subway stations, and offers more than 25 services.

Table of Contents: pages
I. Overview…………………………………………………………………………………………...4
II. Situation Analysis………………………………………………………………………………...4
a. Background research…………………………………………………………………………..4
b. SWOT Analysis: Internal Environment: Strengths………………………………………...4
Weaknesses…..………………………………….5
External Environment: Opportunities…………………………………..5
Threats…………………………………………5
c. Key advertising problem/s to be solved…………………………………………………...5-6
III. Key strategic campaign decisions……………………………………………………………..6
a. Campaign objectives………………………………………………………………………...6
b. Target audience……………………………………………………………………………..6
c. Brand position: Product features……………………………………………………..........6
Competitive Advantage…………………………………………………..7
d. Campaign Strategy: Key strategic approach or marcom tool(s)………..………………7
IV. Media strategy………………………………………………………………………….……..7
a. Media objectives……………………………………………………………………………7
b. Media selection………………………………………………………………...……………7
c. Media planning and buying………………………………………………………………...7
i. Vehicle selection targeted for inclusion in campaign activities…...……………………8
ii. Budget allocation (Budget by media type)……………………………………………...8
iii. Scheduling (including Brief ad explanations................…………………………..........9
V. Message strategy……………………………………………………………………………..10
a. Key Consumer Insight…………………………………………………………………….10
b. Message objectives………………………………………………………………………...10
c. Selling premise………………………………………………………………………….10-11
Table of Contents: pages
d. Big idea………………………………………………………………………………………11
e. Message design and executions……………………………………………………………..12
VI. Other marcom tools used in support………………………………………………………….12
VII. Campaign Management………………………………………………………………………12
a. Evaluation of effectiveness………………………………………………………………….12
i. Things to be measured…………………………………………………………………….12
ii. Strategies for measuring and collecting data…………………………………………...12
b. Campaign Budget…………………………………………………………………………...13
VIII. Campaign Implementation……………………………………………………………….…13
a. Three written scripts for 40-second television spots…………………………………..13-15
b. One written script for a 30-second radio spot……………………………………………..15
c. Billboards ads with text and artwork…………………………………………………..16-17
d. A list of target markets for client organization……………………………………………17
e. A schedule of all campaign activities. This is the same as IV. c. iii. Above……………..18
f. A list and explanation of any other promotional materials to be distributed……………19
g. Questionnaires…………………………………………………