Date:		February 26th, 2009

To:		John Doe, CEO

From:		David DiPaola, Marketing
Subject:	Workplan Proposal: New advertising campaign

	It is the purpose of this memorandum is to gain your support for a new line of television and radio advertisements which will allow us to reach a broader customer base. We plan on airing the commercials 9 months from now around the time of Thanksgiving in November so that we can secure the greatest number of viewers and listeners.

Background: Reason
	Due to recent economic downturn and a declining level of consumer confidence, new and fresh ideas are needed to build, develop, and hold our customer base. I feel that it is in the company's best interests to do the best we can in growing our base so that we can set ourselves up to have a strong foothold in the market when it eventually turns itself around.

Background: Methodology
	As previously mentioned, our goal is to use the already popular and well established mediums of television and radio to reach the broadest audience possible. While this is a goal shared by many of our competitors, we can stay ahead of the pack by creatively crafting our content so that it won't be glazed over by observers. While our approach is edgy and new in that aspect, advertising through television and radio is a proven method to gain a captive audience. In this way, we can both ride the current waves and still have predictable, fairly reliable results.

Sources and Methods:
	In order to reach the widest possible audience while still making noticeable advertising, we will look into the following sources to get a pulse on our market:

	-Financial publications (wide circulation magazines in particular)
	-Newspapers
	-Consumer polls (both on the web and through mailings)

Roles and Responsibilities:
	David DiPaola, Marketing Director	Ensures tasks are completed in a timely 	
						and organized manner, interfacing with 							upper management, oversees production 						process

	Frank Miller, Market Research	Oversees market research and verifies 							results, interfaces with the mailing 							company for printed surveys and IT for 							the implementation of the web surveys

	Sarah McDonald, Marketing		Tabulates and interprets results of 							surveys to other members of the team

	Steve Ronald, Consultant		Oversees production of advertisements, 
						selects appropriate directors and crew 
						members

Work Schedule:
	Task:		Responsibility	Hours Estimated	Dates:
	Create		Frank Miller			10		3/1-3/15
	mailings

	Mail		TWI Mailing &		25		3/16-3/31
	mailings	Frank Miller

	Set up web	IT division &			40		3/16-3/31
	survey		Frank Miller

	Collect		Frank Miller			5		4/31
	survey
	results

	Tabulate &	Sarah McDonald		40		5/31
	format
	results

	Meet to	All members			10		6/1-6/8
	determine
	best course
	of action

	Commercial	Steve Ronald &		100		6/9-7/1
	production	film studio

	Commercial	Marketing &			2		7/2			
	verification	John Doe

	Ship to	Shipping			10		7/3-7/10
	stations	company

					Total Hours:	242
Tentative Outline:
	1 - Introduction
		a - Ensure resources are available and allocated to complete the tasks 			ahead
	2 - Create surveys
		a - Discuss what physical medium mailed surveys should be on, what 				format
		b - Discuss how the web survey should be laid out
		c - Come up with survey questions
		d - Discuss results with mailing company and IT team
		e - Ship out surveys
	3 - Discuss survey results
		a - Choose which categories need the most attention
		b - Select which ideas are implementable from these categories
		c - Converse with production team
	4 - Create advertisements
		a - Discuss with consultant
		b - Choose director
		c - Choose actors
		d - Choose props and location
		e - Shoot/record commercials
	5 - Ship advertisements
		a - Give recordings to stations via established routes

Conclusion:
	I believe that if we can create dynamic new commercials, we can capture new audiences and customers to expand our market share. The marketing team feels very much up to the task, and we feel that we can complete this undertaking to the fullest possible extent. If you have further questions, you can contact me on extension 437. I'll be looking forward to your reply, thank you for your time.