3000 words + or – 5% (not including contents, executive summary and introduction and reference list)
Threshold standards for this assignment: Demonstrate an ability to structure a complex project in which you use academically derived concepts to produce realistic solutions

DELIVERABLES:
-To develop a market analysis and set of recommendations for MarketReach, for a programme of activity to make mail
relevant for young marketing and advertising practitioners

OBJECTIVES:
-To drive reappraisal of the relevance of the mail channel to advertisers who have a young demographic.
-To convince advertisers and media planners that direct mail can drive behavioural change; i.e. web search etc.
-To inspire future marketers leaving university so that if they decide to work in advertising they have a really positive and good understanding of the role of direct mail in the mix.
-To establish how best to communicate with young planners in advertising today, about mail (bearing in mind that they don’t have the background knowledge on mail.

Deliverables. Comprising:
-Analysis of current state of the media landscape
-Identification of what is required to improve relevancy of direct mail for young people (what are the hooks for this audience).Recommendations on approach to achieve this.
-Identification of what is required to raise awareness and buy-in to the increasing relevance of direct mail for the young demographic amongst advertisers and media planners (what are the hooks for this audience).
-Outline interim steps required to deliver the programme: what will be logical flow of activity.
-Recommendations of how best convince stakeholders and city investors that the case if robust and sustainable and worthy of continued investment in future years.
-Clear set of KPI’s stating what success looks like.

Analysis of current state of the media landscape

Identification of what is required to improve relevancy of direct mail for young people (what are the hooks for this audience).Recommendations on approach to achieve this.

Identification of what is required to raise awareness and buy-in to the increasing relevance of direct mail for the young demographic amongst advertisers and media planners (what are the hooks for this audience).

Outline interim steps required to deliver the programme: what will be logical flow of activity.

Recommendations of how best convince stakeholders and city investors that the case if robust and sustainable and worthy of continued investment in future years.

Clear set of KPI’s stating what success looks like.
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