1<\/p>\n
INTEGRATED DIGITAL MARKETING COMMUNICATIONS – BRAND COMMUNICATIONS<\/p>\n
STRATEGY<\/p>\n
Your task is to investigate about the communications of a brand and then to recommend a<\/p>\n
brand communications strategy. The idea is that you dig in the communication activities of the<\/p>\n
brand and media, then evaluate them, and propose a strategy to improve their brand<\/p>\n
communications.<\/p>\n
It should consist of 3,500 \u2013 4,000.<\/p>\n
Brand: Starbucks<\/p>\n
The report must be based on ALL ACTIVITIES DONE IN SINGAPORE<\/p>\n
The report must consist:<\/p>\n
– Brand vision, mission, positioning<\/p>\n
– Customer definition<\/p>\n
– Media strategy<\/p>\n
– Media Assessment (Facebook & Instagram \u2013 Singapore accounts only)<\/p>\n
\u2022 Does the media highlight the physical characteristics that the brand wants to<\/p>\n
communicate?<\/p>\n
\u2022 Does the media transmit clearly and persuasively the benefits of the product?<\/p>\n
\u2022 Does the media provide the right atmosphere to stimulate the emotions sought<\/p>\n
in the target audience?<\/p>\n
\u2022 Is this the primary\/secondary media for the brand campaign?<\/p>\n
\u2022 What is the purpose of the media?<\/p>\n
\u2022 Visual auditing<\/p>\n
\u25aa What is (visually) working or not working?<\/p>\n
\u25aa Good images descriptions? Do they promote retention?<\/p>\n
\u2022 Content auditing<\/p>\n
\u25aa Is the content easy to read? Does it have short clear sentences? Is it<\/p>\n
easy to skim through paragraphs?<\/p>\n
\u25aa Is the right tone for the audience? Does it avoid redundant or awkward<\/p>\n
placing of keywords?<\/p>\n
\u25aa Analyses for the homepage, interior pages, blog posts, etc (depending<\/p>\n
on the media)<\/p>\n
\u25aa Analyses of call to actions, brand voice, consistency, media use, etc.<\/p>\n
\u25aa What kind of content do we find?<\/p>\n
2<\/p>\n
\u2022 Performance and Assessment<\/p>\n
\u25aa Follower growth, engagement rate, etc.<\/p>\n
– Craft strategic objectives for the next five years<\/p>\n
– Craft marketing communications strategy for the achievement of the objectives,<\/p>\n
detailing the content strategy.<\/p>\n
– Final recommendations<\/p>\n
In addition to the above components, your final report should include all of the following:<\/p>\n
Table of Contents: Table of contents for your report.<\/p>\n
Main body of the Report: The main body of the report should not exceed 20 typewritten pages,<\/p>\n
using font size 12, with line spacing of 1.5 and a one inch margin on either side (excluding<\/p>\n
contents page, executive summary, references and appendices). Summary graphs, pie charts<\/p>\n
and tables should be used selectively throughout the text to highlight the most important<\/p>\n
points.<\/p>\n
Conclusion: This should not exceed one page.<\/p>\n
References: Harvard citation style. A complete citation of all work\/research of others<\/p>\n
referenced in your report should be included in a list of references<\/p>\n
Appendices: Supplementary data and illustrations may be appended.<\/p>\n","protected":false},"excerpt":{"rendered":"
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