My subject is digital media
SECOND ASSESSMENT INDUSTRY-BASED PROJECT Deadline: 31 May 2021, 8.00 pm Value: 60% Word count: 3,000 words (+/- 10%) Format: Report and Consumer Journey Task: Create a digital marketing campaign for the ‘direct competitor’ of your chosen brand in your assessment one. A campaign means incorporating/using a central theme or idea for a marketing strategy. For instance, Coca-Cola is known for its standout campaign. It uses the central idea of ‘sharing’. As such, the tagline ‘Share a coke’ became popular. In terms of online channels, contents with the ‘share a coke’ tagline and storytelling were spread across Facebook, YouTube, Instagram, and so forth. The company also explored ‘interactivity’ to establish relationship between the produce and consumers. The campaign addressed the brand’s objectives – revenue, engagement, and an intimate relationship between consumers and the product. Overall, a campaign focussed on a central theme – typically creative and with a ‘wow’ factor’. It served as a backbone for the utilisation of channels and contents for generating revenue. Some examples of ‘campaigns’ for a brand: Lego’s Rebuild the word: https://www.forbes.com/sites/martyswant/2019/09/19/legos-cmo-says-a- new-global-campaign-aims-to-inspire-people-to-rebuild-the-world/?sh=2bdd0f06a479 Dove’s Real Beauty: https://www.dove.com/au/stories/campaigns.html Tide’s Every Ad is a Tide day: https://www.adweek.com/brand-marketing/every-ad-is-a-tide-ad- inside-saatchi-and-pgs-clever-super-bowl-takeover-starring-david-harbour/ Your report should supply the following information: 1. EXECUTIVE SUMMARY. A brief overview of the report’s key highlights. Maximum of 300 words. This section is excluded from the word count. 2. BRAND OVERVIEW. Provide essential information about the brand. Discuss why this brand is the direct competitor of the brand that you chose in your first assessment. 3. OBJECTIVES. Discuss what the campaign aims to achieve for the brand. 4. CAMPAIGN THEME. Explain the overarching idea of the digital marketing strategy. Be creative! https://www.forbes.com/sites/martyswant/2019/09/19/legos-cmo-says-a-new-global-campaign-aims-to-inspire-people-to-rebuild-the-world/?sh=2bdd0f06a479 https://www.forbes.com/sites/martyswant/2019/09/19/legos-cmo-says-a-new-global-campaign-aims-to-inspire-people-to-rebuild-the-world/?sh=2bdd0f06a479 https://www.dove.com/au/stories/campaigns.html https://www.adweek.com/brand-marketing/every-ad-is-a-tide-ad-inside-saatchi-and-pgs-clever-super-bowl-takeover-starring-david-harbour/ https://www.adweek.com/brand-marketing/every-ad-is-a-tide-ad-inside-saatchi-and-pgs-clever-super-bowl-takeover-starring-david-harbour/ 5. TARGET MARKET AND CONSUMER PERSONA. Provide a brief overview of the brand’s target market. Identify a particular consumer who will consume the brand. Produce a brief ‘consumer persona’ of that particular consumer. Take note that this consumer will be the key consumer in the consumer journey. The consumer persona should include the following information: Demographic: Provide appropriate demographic data such as, age, gender, marital status, occupation, geographic location, and so on. Motivations: What influences decisions your persona makes in pursuing goal-seeking and task-related behaviour in relation to your brand and the product market? Challenges and Pain Points: What prevents your persona from achieving their goals or performing their tasks? What frustrates them? Goals and tasks: In the context of your brand and the product market, what is the reason they will use online channels? What do they need to do? 6. CUSTOMER JOURNEY (1,000 words). Map out how your target consumer (based on your consumer persona) will go through the different stages/phases of the customer journey. Make sure you provide information for the following: (1) sentiment, (2) customer needs and interactions, (3) customer expectations, and (4) improvement/opportunities. Make sure that you also take into account how your customer will engage with the social issue that is being addressed by your brand. A TEMPLATE will be provided for this. 7. DIGITAL CHANNEL PURPOSE STATEMENT. Identify and explain the channels to be used in the campaign. Think how the digital channels align with your target market. 8. ONLINE MEDIA CONTENT PLAN. Identify and discuss the types of content that will be used for the campaign. Make sure that the contents are aligned with the central idea of the digital marketing strategy. Think how the online contents align with your target market. 9. STRENGTHS AND CHALLENGES. Discuss the strongest aspects of the digital marketing campaign. Identify and discuss some of the challenges that your digital marketing strategy might encounter in promoting and selling a brand. Articulate how you will address such situations. 10. EVALUATION APPPROACHES. Discuss how you will evaluate the effectiveness of the digital marketing campaign in addressing the brand’s objectives. This section is where you discuss the following: engagement, metrics, and KPIs. No need to discuss ‘revenue’ gained via the campaign. 11. REFERENCES. Use Harvard Referencing Style. Take note: When you reference a scholarly or non-scholarly work in your customer journey, put the references in the reference list of your report. This unit uses Turnitin so assignments must be submitted as an MS Word file. However, those who are wanting to use software such as Adobe InDesign to control design elements and for an overall professional finish may upload two versions. How does this work? The Word version includes ALL the text elements, the other version is formatted professionally. When you upload the files, indicate which one is to be marked. Note, you are not expected to have Visual Communication Design expertise or knowledge of the Adobe Creative Suite to succeed with this assignment. POINTERS FOR THE REPORT: Use Harvard Referencing Style. https://www.deakin.edu.au/__data/assets/pdf_file/0012/2230401/Deakin-guide-to- Australian-Harvard.pdf A minimum of 3 scholarly resources and 5 non-scholarly resources. Do not plagiarise! Use a report formatting. You should use Headings and Subheadings. If you’re not sure how to write a report, check this link: http://www.deakin.edu.au/students/studying/study- support/academic-skills/report-writing Paraphrase carefully. You must not use more than 10% of the word count for direct quotes. One point deduction in the final mark for every 100 extra words. Example, your final grade is 62. But you exceeded 100 words. The final mark will be changed to 61. Please follow the format of the report below: FORMAT 1. Title Page. This includes the unit title, the name of your brand, your name, student number, and date of submission. 2. Table of contents. This details the sections of the report. 3. Executive summary. This presents the key points of the report. Have a look at this link to know more: https://www.businesswritingblog.com/business_writing/2013/05/write-better- executive-summaries.html 4. Body of the report (one file). 4.1 Brand overview 4.2 Objectives 4.3 Campaign theme 4.4 Target market and consumer persona 4.5 Consumer journey (submit as a separate file) 4.6 Digital Channel purpose statement 4.7 Online media content plan 4.8 Strengths and challenges 4.9 Evaluation approaches 5. References *Image by iGmena (CC BY-SA 4.0). https://www.deakin.edu.au/__data/assets/pdf_file/0012/2230401/Deakin-guide-to-Australian-Harvard.pdf https://www.deakin.edu.au/__data/assets/pdf_file/0012/2230401/Deakin-guide-to-Australian-Harvard.pdf http://www.deakin.edu.au/students/studying/study-support/academic-skills/report-writing http://www.deakin.edu.au/students/studying/study-support/academic-skills/report-writing https://www.businesswritingblog.com/business_writing/2013/05/write-better-executive-summaries.html https://www.businesswritingblog.com/business_writing/2013/05/write-better-executive-summaries.html https://creativecommons.org/licenses/by-sa/4.0/ https://creativecommons.org/licenses/by-sa/4.0/