Project Dunkin

Group Members _____________________________________________________________________________

PRAD 336 Group Project Assignment

Students will form an ad agency to respond to the creative brief delivered by our client, Corey Caras, of Dunkin’

https://www.dunkindonuts.com/en

The content of the project will be given to the agency teams directly by the client on April 10th. Listed below are the elements that will be due for the course.

The Group Project will have 3 core elements.

Status Reports

1) Weekly Status Report due to submissions folder. The status reports are expected to be thorough and list every activity from day 1 through completion of the project. A typical status report will have 100+ activities. A name and a due date should be assigned to every activity. Teams should create the status report together and one team member should be in charge of updating it weekly and submitting it. Each status report is worth 1 point.

Four Project Components (PC)

Project Components are simply pieces of your final project. I highly recommend that you choose the look and style of your final presentation and complete each PC in that style. As each PC is completed, graded and edited - a portion of your final project is then complete. The goal of the PC is to keep your project on track to reach the final due date and to evaluate portions of the project in an ongoing fashion. In some cases, the PC will be complete and can be slotted into the final project as is. In other cases, the PC will miss the mark and need to be completely rewritten. Each PC is worth 5 points.

2) Project Component #1 is due 4/22 in submissions and printed. One per team. Competitive Overview, Secondary Research, Situation Analysis, Backgrounding

3) Project Component #2 is due 4/29 in submissions and printed. One per team. Primary research findings and analysis, creative brief. Ensure that you focus on the analysis and drawing conclusions. This is not meant to be a report of your findings. You must add value to the simple research.

4) Project Component #3 Creative Brief is due 5/6 in submissions and printed.

5) Project Component #4 is due 5/13 in submissions and printed. One per team. Media plan and budget. Be sure to show a media plan in an excel sheet with impressions, dates and budget. A separate budget summary for the entire plan should also be created.

Final Project

6) Printed Campaigns Book – due 5/20 at class time, one per team. The ‘leave behind’ make take any format you choose and may be any length you choose. Use your creativity. Some projects are 50-page long power point presentations with 3 appendices and USB with a video, some projects are 5 pages long with intricate infographics created in illustrator with each page communicating 20 pieces of info. Any format or length is acceptable. You will be graded on the content (see the content elements below), the clarity of your communication and the effectiveness of your creative.

7) Verbal Presentation – each team will give a 30-minute (plus Q&A) presentation. Presentations are expected to be professionally delivered and well choreographed. Please see details below. Attendance is required on all presentation dates. Failure to attend will result in a 0 for participation unless student has an excused absence from the Dean of Students.

8) Client Presentation will be on 6/3 5=7:30pm, location is tbd. The top 2 teams will present to the client. The client will choose the ultimate winning team of our competition. All students will attend the presentation.

Failure to attend will result in a 0 for participation unless student has an excused absence from the Dean of Students.

Overall Grade __________/ 40

Verbal Presentation________/10

· Preparedness of speaker(s),

· Professionalism (attire, grammar, treatment of team members, body language are all part of ‘professionalism’)

· Presentation skills – clear, understandable presentation, good time utilization, well-spoken, good eye contact, exuded confidence in material, able to answer questions

· Coverage of all relevant topics – research and findings, consumer insight, campaign objectives, strategy and creative executions

· Presentation delivered clear path from research to creative

· Visuals were appropriate and relevant

Deliverables (research, brief and creative)

Campaign Book (or other printed ‘leave behind’) ________/5

· Campaign book appeared professional, organized and exhibited creativity

· Coverage of all relevant topics – research and findings, consumer insight, campaign objectives, strategy and creative executions

· Presentation delivered clear path from research to creative

Research________/5

· Research conducted, primary and secondary. Must have both. Secondary research must be cited. Primary research must include quantitative, with at least 100 responses and at least 2 types of qualitative

· Appropriateness of research choices. Asks strategic questions to deliver actionable findings

· Analysis of research, reasonable conclusions drawn

· Identification of additional research necessary or holes in research

Market Analysis and Problem Definition_________/3

· Market Analysis using SWOT or another tool.

· Competitive Overview

· Define the Problem that your communication will solve, ensure that this is a marketing problem that your strategy will solve

Consumer Insight _________/3

· Consumer insight is logical conclusion from research, is actionable. ** (this is one of the most important pieces)

Target definition_________/3

· Target is defined with minimum 10 parameters, parameters are logical conclusion of research

Objectives, Brand Imperatives___________/3

· Set appropriate measurable objectives and a delivery date

· Devise strong, actionable strategy

· Brand imperatives is a comprehensive list of ‘must-haves’

Creative Direction and Execution____________/5

· Creative is well thought out and delivers on the objective and strategy above.

· Campaign exhibits principles of IMC

· Creative uses media choices to their fullest potential.

Media___________/3

· Well-defined media strategy and budget