For the final project, you will develop an e*media advertising campaign. The goal of this assignment is to apply the learnings from our readings, videos, class discussions and assignments to determine how to best develop a campaign that meets a brand’s objectives. The project has 3 sections.
Section 1: A paper explaining the problem the campaign will solve, the target audience for the campaign, co-branding partner and the goals and objectives. (50 points)
Section 2: Four campaign tactics. (100 points)
Section 3: Video explaining the campaign tactics. (100 points)
You are required to develop a cross-promotion campaign. Your campaign will be created for one of the following brands/products from the list below. (These are the same options as the product placement assignment. You can use the same brand or you can choose a different one for this project.) You will research the client and the target audience; determine the big idea for the campaign, and select another brand that would be best for a cross-promotion campaign for your client.
Client options:
Cadillac XT5
Vespa Sprint 150SLinks to an external site.
Glennfiddich Single Malt WhiskyLinks to an external site.
Lous VuittonLinks to an external site.
Hint WaterLinks to an external site.
Southwest AirlinesLinks to an external site.
Apple Watch Ultra 2Links to an external site.
Section 1: You will be responsible for preparing a document that explains the following:
(50 points):
The problem:Define the problem or opportunity facing your client that your campaign will solve or leverage.
Target audience:Introduce the target audience—and create 2 prospect personasLinks to an external site.. In order to develop the personas you must: Do your research. Analyze your client’s current customers and SM followers. Analyze your client’s competitors. Analyze the industry and how current events are affecting that industry. Where are target audiences spending time online? Offline? What are they responding to? Why might they want to follow you? What language/keywords are they using? What strategies/tactics are working/not working among your competitors? What recent campaigns have resonated in your industry? What lessons can you learn from them?
Co-branding partner: Co-branding or cross-promotion is a strategic marketing and advertising partnership between two brands wherein the success of brand brings success to its partner, too. Your job is to select a non-competing brand for your client to partner with to creating a successful campaign. The following articles will offer explanation and inspiration for cross promotions or co-branding campaigns.
https://blog.hubspot.com/marketing/best-cobranding-partnershipsLinks to an external site.
https://penji.co/co-branding-examples/Links to an external site.
https://learn.g2.com/cross-promotionLinks to an external site.
Goals and objectives:Translate the problem/opportunity into SMART goalsLinks to an external site. and objectives—define success. Align your goals and objectives with target audiences and key messages. Consider what you want your audiences to know/think/do. What information/content will compel them to do so?
Section 2: You will develop a campaign plan that utilizes following tactics:
(100 points)
Social media:5 Instagram posts/ads Links to an external site.to promote the campaign, should include a campaign hashtag. Create 5 instagram ads complete with image, copy and hashtag(s).
Sweepstakes: Develop a plan for a sweepstakes/contestLinks to an external site. as part of the cross-promotion. The plan should be written as it be to explain the sweepstakes to the TA on the client’s website or campaign microsite.
User-Generated Content: Plan to solicit User-Generated Content.Links to an external site. The plan will need to explain the incentive to encourage UGC such as a contest, a free gift, promotional discounts, etc. and how the UGC will be used.
Event/experiential marketing: Plan for promoting the cobranding partnership at an existing event or an event created by the client. Event Marketing Guidance. Links to an external site.
Sections 1 and 2 should be submitted in one PDF.
DO NOT FORGET THIS SECTION:
Section 3: You will create a 2- to 3- written explanation of your campaign, each of the tactics and how they will work together to be effective. (100 points)
