Client Name & Organisation:	Amazon Web Services
Brief Written by:
Date of Brief:	Wednesday 29 July 2020
Immediate Deadline:

Purpose of this Document

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This is a MOCK Media proposal for one of our clients.

The output should be a PPT proposal (up to 12 pages) that shows a digital media recommendation to the client that shows your media and business thinking. You will have a week to put this together and present to the MMSBT Sr Mgmt team in Singapore (3 people) in a 1 hr session. Please reserve time for questions.

You should include:

• Overview
• Considerations
• Digital Strategy
• Media Plan
• Whats needed for execution from the client (list of questions)
• KPIs how your plan will hit the targets given in this brief
• Next Steps

You will be evaluated on:

• Strategic Thinkingdid you do your research and does your strategy make sense to hit the KPIs?
• Written Presentation (Your Deck) is the deck clean, concise in wording, and appealing to look at?
• Oral Presentation Skillsare you clear and confident in your delivery?
• Demonstrated ability to execute on the planbe knowledgeable about the different publishers and channels in setup and management

Campaign Objectives & Background

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Client is Amazon Web Services (AWS), the worlds leading cloud computing provider.

We want to get the target audience to take a free trial of their services: https://aws.amazon.com/free/

The free trial is very generous (12 months) and goal is to satisfy the customer during that time so that they sign up for a recurring (paid) subscription.

Generating the top of the funnel (free trials) is the key to get the volume needed to maintain a very healthy flow of subscriptions worldwide.

Remember that this is a B2B client and not a B2C client so think carefully about your strategy and tactics.

Product/Services Background?

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What is Cloud computing?

Cloud computing is the on-demand delivery of compute power, database storage, applications, and other IT resources through a cloud services platform via the Internet with pay-as-you-go pricing. Whether you are running applications that share photos to millions of mobile users or youre supporting the critical operations of your business, a cloud services platform provides rapid access to flexible and low-cost IT resources. With cloud computing, you dont need to make large upfront investments in hardware and spend a lot of time on the heavy lifting of managing that hardware. Instead, you can provision exactly the right type and size of computing resources you need to power your newest bright idea or operate your IT department. You can access as many resources as you need, almost instantly, and only pay for what you use.

Cloud computing provides a simple way to access servers, storage, databases and a broad set of application services over the Internet. A cloud services platform such as Amazon Web Services owns and maintains the network-connected hardware required for these application services, while you provision and use what you need via a web application.

Overview of AWS: https://www.youtube.com/watch?v=mZ5H8sn_2ZI&t=2s

Competitors

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Major competitors

Microsoft Azure: https://azure.microsoft.com/en-us/offers/ms-azr-0044p/

Google Cloud Platform: https://cloud.google.com/free/

Alibaba Cloud: https://www.alibabacloud.com/campaign/free-trial

Target Audience ----------------------------------------------------------------------------------------------------------------------------

Business Decision Makers: CIOs, CEOs, CFOs

IT Decision Makers: Director of IT, Developers

Campaign Objectives/KPIs ----------------------------------------------------------------------------------------------------------------------------

Drive 10,000 Trials in a quarter.

Goals by market:

• 3,000: US
• 3,000: EMEA (UK, France, Germany, Spain, Italy, Benelux and Nordic countries)
• 3,000: APAC (ASEAN, ANZ, IN, JP, KR)
• 1,000: Mainland China

Budget

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$1MM USD for the quarter

Channels ----------------------------------------------------------------------------------------------------------------------------

Your proposal should cover the following channels:

• Paid Search
• Social
• Programmatic Display
• Any other digital channel you think is appropriate

Please note that the publishers for each of the channels need to make sense for the different markets. If you need to use different publishers for different markets, explain why.

Execution Considerations

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Describe what is needed to execute this plan from an operational perspective. You may put a list of assumptions and questions for the client:

• How you plan on managing this account with the Media Team
• Partners you may have to work with
• Technical questions you may have for client
• Reporting not only media metrics, but conversion metrics (net new trials)

done as indicate that on the brief I sent you. I did not pay for nothing. And lately here's what I've been asking for The output should be a PPT proposal (up to 12 pages) that shows a digital media recommendation to the client that shows your media and business thinking - It is necessary to make a digital media strategic recommendation according to the different media channels and to distribute them on the different markets so calculated the average costs according to the media channels that you will choose and make a retroplanning that includes the duration advertising based on the digital media you are going to use. - Media such as Paid search, Paid Media, Programatic Display should be used and the average cost per click should be calculated. And finally, read the brief well because you don't have to analyze targets and competitors and for information Alibaba is a direct competitor of Amazon so I don't see why it is in my presentation done as indicate that on the brief I sent you. I did not pay for nothing. And lately here's what I've been asking for The output should be a PPT proposal (up to 12 pages) that shows a digital media recommendation to the client that shows your media and business thinking - It is necessary to make a digital media strategic recommendation according to the different media channels and to distribute them on the different markets so calculated the average costs according to the media channels that you will choose and make a retroplanning that includes the duration advertising based on the digital media you are going to use. - Media such as Paid search, Paid Media, Programatic Display should be used and the average cost per click should be calculated. And finally, read the brief well because you don't have to analyze targets and competitors and for information Alibaba is a direct competitor of Amazon so I don't see why it is in my presentation