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...

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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/
Answered 6 days AfterMay 22, 2021

Answer To: SECOND ASSESSMENT INDUSTRY-BASED PROJECT Deadline: 31 May 2021, 8.00 pm Value: 60% Word count: 3,000...

Shalini answered on May 28 2021
140 Votes
ALR 703
BUNNINGS
NAME
STUDENT NUMBER
SUBMISSION DATE
TOTAL WORD COUNT: 2609
THE BRAND YOU EXAMINED IN ASSESSMENT ONE: IKEA
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY………………………………………………………......................................................... 3
2. BRAND OVERVIEW ………………………………………………………….………………………………………………………. 4
3. OBJECTIVES…………..………………………………………………………………………………………………………………..…4-5
4. CAMPAIGN THEME……………………………………………………………………………………………………………………5
5. TARGET MARKET WITH CONSUMER PERSONA……………………………………………………………………….. 5-6
6. CONSUMER JOURNEY………………………………. …………………………………………………………………………....6-9
7.
DIGITAL CHANNEL PURPOSE STATEMENT…………………………………………………………………………………9
8. ONLINE MEDIA CONTENT PLAN……………………………………………………………………………………………...9-10
9. STRENGTHS AND CHALLENGES…………………………………………………………………………………………….….11
10. EVALUATION APPROACHES………………………………………………………………………………………………………11-12
11. REFERENCES……………………………………………………………….………………………………………………………......13
1. EXECUTIVE SUMMARY
Digital marketing campaigns are considered very important in the present context of the market where there is enormous competition and uncountable companies in the market. This report takes into consideration the company Bunnings, which is an Australian household hardware chain, which has been owned by Wesfarmers and has its stores in a country like Australia and New Zealand. The report further contains the Brand overview that gives a detailed description of the company's overall journey and operations. Further in the report, it is analysed what are the objectives that would be achieved through this digital marketing campaign for the company. Further in the report, the theme that would be opted for the campaign is channelized along with the selected target market and the consumer persona. Further in the report, the consumer journey is accumulated that describes the different phases and the stages the consumer goes through in their journey process. The digital channels are the major pioneers in the campaign so the report focuses on the channels opted for the campaign. The online content and the approach are further analysed that are aligned with the main plan. Further, the report also takes into consideration the strong and weak points of the plan along with evaluating the effectiveness of the plan.
2. BRAND OVERVIEW
Bunning is considered the leading retailer of home improvement and outdoor living products in Australia and New Zealand. It is also recognized as a major supplier to project builders, commercial tradespeople, and the housing industry. The company was founded in 1886 in Western Australia and opened its first warehouse in Sunshine, Melbourne, Victoria in 1994. The company is well known and recognized in Australia and it also has expanded its reign to several other places. The Bunning chain has approx. 295 stores and more than 30000 employees comprising all its area of existence. The company is also famous for several community events that it channelizes outside the stores that include do-it-yourself workshops and sausage sizzles (Foster et al., 2020).
In my first assessment, I had chosen the brand IKEA and Bunnings are considered as the direct competitor of IKEA as both of them are reluctantly famous for their retail products of home improvement and outdoor living. Both of the brands look up to grab more and more customers for their segment they deal with which considerably influences the competitiveness between them. Bunnings is considered as the direct competitor as both of them are on to capture the larger portion of the market as well as customers.
3. OBJECTIVES
The campaigns aim to achieve certain objectives for the brand that would be beneficial for the company-
· Increasing Brands Awareness- increasing brand awareness of the company is one of the most viable things that need to be achieved through this campaign.
· Increasing Market Share- seeking the current competition in the industry the campaign aims to achieve the increased market share for the company so that the company would reluctantly beat its customer.
· Introducing the Company to New Market- the campaign would also focus on exaggerating new markets for the company whether it is in the local or international market. The campaign would aid in making the people aware of the company in several areas.
· Increasing Company Profits- the campaign would be aiming to achieve certain goals that would lead to the increased profit generation by the company.
· Increase Sales- the main objective of the marketing campaign would be to increase the overall sales of the product of the company (Sara et al., 2017).
· Attract and Retain Customers- the marketing campaign should be able to attract new customers to the company and retain the current customer so that a strong brand identity could be established.
4. CAMPAIGN THEME
The central idea associated with the campaign theme for Bunnings is Innovation and following the central idea the tagline for the company would “Innovate your home by doing it yourself”. This digital marketing strategy aims at providing a much more personalized approach to the customers so that they could feel attached to the companies. Through this approach, the company would allow the customers to share the pictures of their houses which they have innovated or transformed using the products offered by Bunnings whether it is furniture, equipment’s, garden, bathroom, flooring, curtains, kitchen, and many more on the official platform created by the company (Opresnik et al., 2018).
Along with it company also increases the bond with the customers by allowing them to share the area of the house where they want to have some creative innovation and along with it, they should share the vision regarding what kind of changes they want. And the experts in the company would let them view some of the samples of how they could shape their place and what products would be best suited for their house. The company campaign theme would help in...
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