Final Team Project
1. Team Brand Project
Choose a consumer brand or product to analyze. You are a marketing communication expert that has been called in to help this organization. Analyze the work the brand has done so far in regard to marketing and promotion. As an expert, it is your job to provide recommendations based on what you discover through the analysis of the brand's marketing communication strategies.
Discuss what the organization is doing well, how they can improve, what other tools should it be using or not using, etc. Utilize the readings from this course to provide best practices that this organization can utilize to improve its marketing communication strategies.
Part 1: Present your recommendation in the form of a report
Part 2: Prepare a 30 minutes PowerPoint presentation
Your final project and presentation should include the following elements:
• Situation Analysis
-Brand History with Trends over the last 10 years
-Competitive Set
-SWOT Analysis
• Target Audience Definition...Lifestyle Snapshots
• Creative Strategy
-Positioning Statement
-Creative Brief
• Media Mix
• Below -the-Line
-Public Relations
-Promotion Efforts
• Struggle/challenges
-Highlight the struggles/challenges the brand is facing/ has faced in the past (this is an important aspect of this assignment)
-State the challenges, what happened, what did it do, and what resulted
• Evaluation .....Performance Metrics. Highlight how your recommendations will be measured (what will be the success indicators)
• What could have been done differently/better
• NOTE: Creativity: Your presentation should be creative. Be sure to demonstrate what makes your group presentation unique, memorable. This is another important aspect of the presentation.
Each brand/company is different. There may be other things you could include in your final paper and your presentation. Be creative. Ask me if you have an idea and want some feedback.
Note: This project, which includes the final paper and presentation is worth 20 points. That's 20% of your total grade.
Grading:
The project grade consists of the following 8 areas:
1.Presentation: The flow, clarity of ideas as presented in class and within the PowerPoint. Is your presentation coherent and seamlessly flow from one presenter to another (e.g., did the team use transitions that reinforce what the previous person highlighted)?
2.Depth & link to concepts covered in class: The degree to which you relate ideas/presentation to concepts/materials covered in class
3.Format/Structure: Is there an introduction, body & conclusion. The introduction should provide an overview of your work, purpose & a roadmap of what to expect (e.g. why your project/brand is important). Body must explicate details of your work & conclusion should provide succinct explanation of your work)
4.Creativity: The degree of creativity apparent in your work. What are the distinct qualities of your work?
5. Requirement: Did you complement all requirements (PowerPoint presentation & written report). Did you attend to all the listed sub-sections in your presentation?
6. Challenges: Did you explicitly highlight/discuss the challenges faced/or likely to be faced by the brand, how it overcame it & lessons learned. How is that similar or different from examples covered in class.
7.Audio visual: Did you include videos, weblinks etc in your presentation
8. Is your final paper formatted in APA Style. A minimum of 10 citations, including published articles, newspapers, websites. See the Purdue Writing Lab link below for APA citation format
https://owl.english.purdue.edu/owl/