Both of these documents were group efforts by my account team and I. The goals, objectives, strategies and tactics document serves as a broad outline for our steps to success. The SMP breaks things down a bit further. This strategic message planner is a bit different from my original version due to collaborative ideas and discussion. We found that these documents were a better starting place for the client, rather than our individual creations. Throughout the course of the semester, our account strived to provide the client with the tools to reach to achieve brand success and reach this overarching goal.