major project 2

Item

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Comments

Weight

Total

Market Information (Summarized from Part 1)

· Company background

· Competitive Analysis

· Opportunity Identification

· Target Audience

· Current Brand Positioning of LandSea Tours

10

Overall Marketing Communications Objectives (based on opportunity identification)

· What is the goal(s) for all communications

· Based on marketing theory (i.e. brand awareness, encouraging trial, etc.)

10

Positioning Strategy Statement

· Statement of Brand benefits, brand personality and desired image

· Consistent with Marketing Communications Objectives

15

Creative Objectives

· Key benefit statement aligns with Landsea Tours POD and Core values

· Support claims statement

· Consistent with Positioning Strategy Statement

15

Creative Strategy:

· Central Theme (big idea)

· Tone and style

· Appeal techniques (based on marketing theory)

· Consistent with Creative Objectives

15

Concept Board:

Brand theme or slogan ideas

Color/design themes

Icons or symbols

Tonality

Target needs/interests

(MUST REFLECT ALL OTHER ASPECTS OF THIS REPORT)

35

Format and Structure

1) Use of subheads, margins, fonts, spacing, grammar, spelling, etc

2) Sources Cited

3) Cover sheet- name of case, your name, date and Professor’s name.

Marks Deducted

TOTAL POINTS EARNED