Assessment Brief
\nAdvertising & Digital Media Faculty
\nBRAND EXPERIENCE
\nBEX
\nLevel 200
\nBRAND EXPERIENCE
\nAssessment 3
\nStorytelling to Create Consumer Connections
\nDue: Week 8
\nWeighting: 25%
\nLearning Outcomes: a. .
\nb. Review and evaluate the value, meaning and sustainability generated by a range of contemporary brands
\nc. Synthesise values and essences to propose a new contemporary brand experience
\nd. Create a story where brand touch-points can generate a brand experience
\ne. Design innovative research to invent a brand through the Assessment of user-needs inputs
\nDescription:
\nUsing your research into the brand elements from assessment 2, create a brand story experience to engage consumers. Your report should include:
\n1. Consumer profile build
\n\u2022 Identify the primary. Build a pen profile using the tools from class,
\n\u2022 A consumer journey map across the decision points and
\n\u2022 show evidence of the use of 5 tools from the IDEO consumer research method.
\n2. Market opportunity\/brand issue to address \u2013 identify and discuss 3 challenges you plan to address with your campaign. These should build on your research from part 5 in assessment two. Try and support claims with research where possible for higher grades.
\nE.g. \u2018Challenge to address: Consumers becoming more sustainably conscious\u2019. To achieve a distinction or high distinction grade support with evidence e.g. \u2018Consumers becoming more sustainably conscious, 30% rise in sustainable fashion brands since 2018 and consumers rating sustainability as a key decision driver in the xxx survey (source). [Inclusion of chart or graphic to support claim]\u2019
\n3. Strategy & Core Brand Narrative\/Story \u2013 The core brand narrative is a strategic branding premise, which sets the foundational brand essence, and brand values making emotional connections with the audience. Introduce your brand story in a short sentence or two. eg Yeti Coolers capture the essence of the brand and represents the community sharing common ideas and values \u2013 brand story a DIY adventurous lifestyle. Explain your strategy with a brief description.
\n4. Brand story experience \/ campaign \u2013 develop and design a campaign that delivers to the consumer your evolved brand story and brand look and feel. You should include a tag line, visuals and should use at least 3 consumer connection points to create consumer engagement. E.g. Bus stop, mobile app and TVC.
\nFor a higher grade it is recommended you include a mood-board to visualise the strategy and proposed consumer experience.
\nHigher grades will be awarded for innovation in ideas and well thought out mock-ups of concepts.
\nDetails:
\nIndividual Assignment – Part Two
\n\u2022 Report should be limited to 1,000 words (+\/- 10%).
\n\u2022 Report should include an executive summary and conclusion
\n\u2022 Final assignments to be uploaded to Moodle must be in PDF format by Sunday Week 8
\nMarking Criteria & Rubrics:
\nCriterion 1: Consumer profile build \u2013 30%
\nFail: \u2022 Very basic delivery, missing or incorrect.
\nPass: \u2022 Some evidence of research and use of IDEO method. Pen profile and journey map completed.
\nCredit: \u2022 Good evidence of research and use of IDEO method. Pen profile and journey map completed to a good level. Some visualisations, mood boards and images.
\nDistinction: \u2022 Very good evidence of research and use of IDEO method. Consumer is correctly identified as primary for the category. Pen profile and journey map completed to a very good level and shows insight into the consumer\u2019s mind. Very good visualisations, mood boards and images.
\nHigh Distinction \u2022 Excellent evidence of research and use of IDEO method. Consumer is correctly identified as primary for the category. Pen profile and journey map completed to an excellent level and shows insight into the consumer\u2019s mind. Excellent visualisations, mood boards and images.
\nCriterion 2: Market opportunity\/brand issue to address \u2013 15%
\nFail: \u2022 Very generic retail trends with little to no justification from findings, errors or missing.
\nPass: \u2022 3 Generic retail trends and evidence of little research. Challenges\/gaps identified and addressed.
\nCredit: \u2022 3 Researched and justified challenges\/gaps identified and addressed.
\nDistinction: \u2022 3 Well researched and justified challenges\/gaps identified and addressed. Appropriate for the category, shows good consideration of specific trends and challenges facing the category. Uses metrics to support claims.
\nHigh Distinction \u2022 3 Well researched and well justified challenges\/gaps identified and addressed. Highly appropriate for the category, shows excellent consideration of specific trends and challenges facing the category. Uses metrics to support claims.
\nCriterion 3: Strategy & Core Brand Narrative \/Story \u2013 15%
\nFail: \u2022 No clarity on story, poorly explained, no visuals, incomplete or off brief.
\nPass: \u2022 Deliver a story concept with supporting overview of strategy.
\nCredit: \u2022 Clear story concept. Simple 3-4word explanation with supporting overview of strategy. Illustrated with some images.
\nDistinction: \u2022 Creative and engaging story concept. Clear and simple 3-4word explanation with supporting overview of strategy. Illustrated with a mood board to communicate strategy visually. \u2022 A creative and compelling tale premise that stands out from the crowd. A clear and basic three to four-word explanation, with a supporting outline of the technique, is provided. A mood board was used to graphically explain the approach being communicated.
\nHigh Level of Distinction \u2022 Outstanding inventiveness and creativity in the conception of the plot. A clear and basic three to four-word explanation, with a supporting outline of the technique, is provided. Consumers will be engaged and excited as a result of the outstanding mood board that has been created to communicate strategy graphically.
\nCriteria 5: Brand Story Experience \/ Campaign \u2013 30 percent of the total score
\nIncomplete, off brief, or missing aspects such as a media tool or slogan are all reasons for a failure.
\n\u2022 Create a campaign that utilizes three different media tools. There has been some effort put forward to link the consumer experience to the connection map. Included is a tagline.
\nCredit: \u2022 Effective marketing design that will engage the target audience. Efforts have been made to connect the customer experience to the connection map and to tap into media preferences and behaviors. Three media tools, each with a tagline, are shown.
\n\u2022 Excellent marketing design that will excite and engage the consumer. \u2022 Excellent campaign execution. An effort has been made to relate the customer experience to the connection map and to tap into media preferences and behaviors. Three media tools, all of which are seamlessly integrated and visually represented at an exceptionally high degree. The tagline is well thought out.
\nHigh Level of Distinction \u2022 A creative and inventive marketing design that will excite and engage the target audience will be successful. An effort has been made to relate the customer experience to the connection map and to tap into media preferences and behaviors. Three different media tools, all of which are seamlessly integrated and visually appealing. The tagline is well thought out.
\nHigh Distinction \u2022 Excellent innovation and creativity in story concept. Clear and simple 3-4word explanation with supporting overview of strategy. Illustrated with an excellent mood board to communicate strategy visually that will engage and excite consumers.
\nCriterion 5: Brand Story Experience \/ Campaign \u2013 30%
\nFail: \u2022 Incomplete, off brief or missing elements e.g. media tool or tagline.
\nPass: \u2022 Deliver a campaign across 3 media tools. Some effort put in to link consumer experience to connection map. Tagline included.
\nCredit: \u2022 Good campaign design that will engage the consumer. Some effort put in to link consumer experience to connection map and tap into media preferences and behaviours. 3 Media tools visualised with tagline.
\nDistinction: \u2022 Very good campaign design that will excite and engage the consumer. Effort put in to link consumer experience to connection map and tap into media
\npreferences and behaviours. 3 Media tools all integrated and visualised to a very good level. Well thought out tagline.
\nHigh Distinction \u2022 Excellent and innovative campaign design that will excite and engage the consumer. Effort put in to link consumer experience to connection map and tap into media preferences and behaviours. 3 Media tools all integrated and visualised to an excellent level. Well thought out tagline.
\nCriterion 7: Professionalism, formatting, references and plagiarism\u2013 10%
\nFail: \u2022 Poorly formatted and plagiarism issues.
\nPass: \u2022 OK report design, referenced to Macleay standards, no plagiarism issues.
\nCredit: \u2022 Semi-professional report design, referenced to Macleay standards, no plagiarism issues.
\nDistinction: \u2022 Professional report design, well formatted and referenced to Macleay standards, no plagiarism issues.
\nHigh Distinction \u2022 Excellent and professional report design, well formatted and referenced to Macleay standards, no plagiarism issues.<\/p>\n","protected":false},"excerpt":{"rendered":"
Assessment Brief Advertising & Digital Media Faculty BRAND EXPERIENCE BEX Level 200 BRAND EXPERIENCE Assessment 3 Storytelling to Create Consumer Connections Due: Week 8 Weighting:\u2026<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9033,7586,1386,7589,9034,9031,7587,7588,7584,7585,9032],"tags":[8809,7838,8811,8808,8813,8807,8806,8814,8810,8812],"class_list":["post-107842","post","type-post","status-publish","format-standard","hentry","category-assignment-help-uae","category-best-dissertation-writing-service-in-australia","category-best-research-paper-writing-services-in-usa","category-capstone-project-writing-service","category-cheap-essay-writing-services-china","category-essay-writing-service-usa","category-legitimate-phd-dissertation-writing-services-usa","category-term-paper-writing-service","category-thesis-writing-service-in-canada","category-uae-best-dissertation-writing-help-service","category-write-my-essay-australia","tag-best-master-thesis-writing-service","tag-best-thesis-writing-services","tag-cheap-thesis-writing-services","tag-master-thesis-help","tag-master-thesis-writing-service","tag-thesis-help-online-free","tag-thesis-writing-help-online","tag-thesis-writing-services-cost","tag-thesis-writing-services-near-me","tag-thesis-writing-services-reviews"],"_links":{"self":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts\/107842","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/comments?post=107842"}],"version-history":[{"count":0,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts\/107842\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/media?parent=107842"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/categories?post=107842"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/tags?post=107842"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}