01 – Title/Cover 01 – Tease what is to follow – Give an elevator speech highlighting the case. 2-3 – Research – This could be 2 pages of a “situation analysis” followed by one about the brand, or vice versa. Probably mentions whether this is a problem or an opportunity. Does it seem like this is an educate and then persuade or just a straight persuasion situation. 1-2 Action Planning (Goals and objectives) – Don’t just copy down their numbers. Try to describe “why” they wanted to achieve these and how they address the problem or opportunity stated above, 3-? Talk about how they communicated their message? Do you want to talk about an overall strategy first and then reveal their tactics? Did it unfold in stages? You don’t have to mention everything they did. 1-2 Evaluation. Did they achieve what they wanted? Yes. But did other unexpected things happen along the way? 1-2 Summary. Fairly similar to the tease, but include “why” it worked.
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