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A brand situation analysis and communication audit that focuses on the current brand communications strategy.
Using primary and secondary research and applying communications theory models you should analyse the current brand proposition and communications activities across multi- channels.
a. Evidence should include: i. brand equity/identity/essence/touchpoints, and current communication activities.
Customer insights research into economic, social and cultural trends that identifies an opportunity for a brand extension or brand stretch into the target market.
You should use secondary and primary quantitative and qualitative research on the destination location to justify your proposal’s strength.
a. Include: research from databases (e.g. Mintel, Fashion Monitor), trend prediction services (e.g. WGSN), plus target consumers.
b. Include: a brand extension/stretch/co-brand concept development board that shows examples of product/packaging/display as well as a target customer lifestyle board with a written pen portrait.
c. Finalise this part with offering a SWOT analysis for Brand
A section on ethical considerations of the project and methods proposed to execute the project.
An integrated marketing communications plan that builds and promotes the brand extension/stretch to your target consumers and that will reach predetermined objectives. Those predetermined objectives might be brand awareness, brand positioning, brand growth, market share, sales etc.
a. You must demonstrate: how these strategic communications activities will help to reach specific set goals for the brand. (SMART Objectives based on SWOT analysis)
b. You must include: a communications plan with a complete set of communications activities such as advertising, PR, promotions etc. a preliminary timeline (GANTT chart )
c. You must provide: visual examples of communication and marketing materials which should cover ATL, BTL activities that will be delivered in online and offline.
d. You must provide a press release;