Your client was persuaded that your new segment is a promising one to approach. The client has requested your firm to create a single message that can reflect your client’s brand value proposition and positioning. This message much reach consumers to create awareness and generate need with those potential customers.
Define the Segment. Refer to your Market Segmentation Memo from Week 4.
Describe the segment you recommended for this client in Week 4. You may refine the segment based on any feedback you have received. Present here the revised or updated segment description.
Discuss the purpose of your client’s marketing communication with this segment.
Define the Value Proposition. Refer to the value proposition from your Value Proposition Memo from Week 2.
Refer to the value proposition you identified for this client in Week 2. Adapt that value proposition to your new segment. You also may refine the value proposition based on any feedback you have received. Present here the new value proposition that you will use to create the message for the new segment.
Create the message.
Create and provide here an example message that would be appropriate to resonate with your new market segment for the client’s purpose. See the “Integrated Marketing Strategies” learning resource. Use words and/or images.
