part 5 only

Market Information (Summarized from your Part 1 Submission)

a. Company background

b. Competitive Analysis

c. Opportunity Identification

d. Target audience identification

e. This section also includes a discussion of the current “brand positioning” at Landsea Tours today, a critique of this, (core values, POD, etc.). Then in the next sections, you will choose to keep, adjust, change, reposition… or whatever your ideas are. Note that Brand Repositioning is a very costly and risky proposition. Consider it heavily before recommending a full brand repositioning strategy.

10 marks

Overall Marketing Communications Objectives (based on opportunity above)

What is the overall goal for all your communications? You may need to have a separate communications goals for each of your target segments. However, consider if this would create brand confusion? Would there be overlapping tactics should you do this? (i.e., would you need two Radio campaigns with two different messages for example)

These objectives should be based on marketing theory using marketing terminology (see chapter 4)

10 marks

Positioning Strategy Statement

Statement of brand benefits, brand personality and desired image – Must support the overall marketing communications objective(s). This is a critical aspect of your marketing planning. This is a very short section. You need only write a couple of paragraphs. You will make your statement and then explain why you chose that statement. Your Positioning Strategy Statement must reflect solid marketing understanding. Hence, this short section is worth significant marks. Here is it all about quality!

· See samples in your PPT

· Look for samples online to guide you

· You might have more than one if you chose more than one communications objective above

15 marks

Creative Objectives

Key benefits statement(s) which leads from your Positioning Strategy Statement – must be progressive and must be in line with overall positioning strategy statement

· Use your POD (points of difference) as your guide

· Each key benefits statement must have an accompanying Support claims statement

15 marks

Creative Strategy

What’s your “Big Idea”?

What appeal techniques will you use?

What is your key message?

15 marks

Creative Concept Board

This is a visual collage which represents your overall direction as stated above. For the creative concept board, you will provide a visual representation of how the brand should be represented to the target audiences you have selected.

· Must reflect the positioning strategy statement

· Must reflect the key benefits statements

· Must reflect your “big idea”

Since you are not yet ready to recommend specific media like radio, billboards, ads, PPC, etc. you can use a creative concept board to allow “the client” to see the creative direction of the materials that may later be produced.

This is a collage that visually and verbally summarizes things like the following:

· Creative strategy & objectives

· Brand theme or slogan ideas

· Color/design themes

· Icons or symbols

· Tonality

· Target needs/interests

NOTE: You are not expected to be graphic designers in this program so you will not be graded on artwork. I am seeking the brand idea (the theme). You can use examples to illustrate your idea and state how you would change the piece to customize it to the client (be sure to cite your source of the creative piece you “borrow”).

35 marks

TOTAL 100