Animal training school
The owner of a new animal training school, which uses a special new technique and claims to be able to teach dogs to read, contacts your advertising agency.
The short-term goal of the new training school is to expand from its small premises on the outskirts of Brisbane to a nationally recognised company with many schools in all the major cities and large provincial towns.
The long-term goal of the school is to expand, over a 10 year period, from its base in Australia into America.
Describe in report form how you would put together a team to:
- conduct market research
- develop product knowledge
- examine the situation including previous marketing activities and decide on a plan of action
- clearly describe the goals that you have set
- how you would allocate roles and responsibilities to individual members of your team
- what resources will you require (including team members)
- set realistic timelines for your campaign
- describe how you will obtain budget figures and relate actual costs to the budget
- compile and attach an agenda for the inaugural team meeting
- outline promotional activities that should be planned and some advertising methods that could be used but may not be appropriate
- detail why, in your opinion, they would not be appropriate
- describe how you intend to set up relationships with relevant groups and what groups would be targeted
- what networks will be used to assist in the promotion
- what brainstorming is and why it can be useful
- review marketing activities
(1,500 – 2,000 words)
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