TSS1

PAGES 12

Introduction

As a marketing professional, you will be asked to develop strategies, objectives, and communication tools and activities that support your organization’s strategic goals and align with your organization’s brand. The strongest, most effective brands work across platforms, ensuring that all strategies, objectives, and communication tools and activities build on each other, reinforce each other, and leverage the success of every initiative included in the marketing mix, truly ensuring that the sum of the parts is greater than the whole. In this task, you will have the opportunity to develop your skills and demonstrate your ability to direct creative for an integrated brand awareness campaign, establish metrics to measure its effectiveness, recommend an effective allocation of a portion of the integrated marketing communications budget and execute the campaign across elements in the marketing mix.

Scenario

Refer to the “Task 1 Scenario” in the Supporting Documents section below.

Requirements

 

You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.

 

 

Note: This performance assessment task requires analyzing information presented in images within the attached “Task 1 Scenario.” To ensure fairness for all students, Excel (.xlsx files) versions of these images are provided. The Excel documents for each image are attached as separate Excel documents: “Social Use by Age Chart,” “Social Use by Individual Chart,” and “Social Use by Location Chart.”

 

A.  Develop a creative brief for a new advertising brand awareness campaign for the Octava Maravilla Company (OMC) product portfolio from the “Task 1 Scenario” using the attached “Creative Brief Template” and by doing the following:

1.  Describe one characteristic of the target audience based on the brand style guidelines for  each of the following areas:

•   demographics

•   psychographics

•   geographics

•   behavioristics

2.  Develop a SMART campaign objective that addresses the challenge discussed in the scenario.

a.  Explain  three success metrics that aligns with the SMART campaign objective in part A2.

3.   Include  three elements that communicates the OMC brand’s tone of voice.

4.  Based on the data provided in the scenario and the campaign objective from part A2, recommend marketing communication channels and activities that would best reach the target audience.

 Note: Channels may be added or deleted based on a budget of $25,000.

 

a.  Explain how each of the recommended marketing communication channels and activities from part A4 will reach the target audience and achieve the campaign objective from part A2. 

b.  Provide the recommended budget allocation for  each of the marketing communication channels and activities from part A4. 

c.  Justify the recommended budget allocation for  each of the marketing communication channels and activities from part A4b.

 

B.  Using the information from the scenario, complete the following: 

1.  Describe how  three elements of OMC’s current packaging aligns with the brand style guidelines. 

2.  Explain which additional elements of OMC’s story should be included on the package and how they can be incorporated into a potential package redesign.

a.  Justify the importance of incorporating the company story into the package design. 

 

C.  Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.

 

D.  Demonstrate professional communication in the content and presentation of your submission.

Creative Brief

Prepared By:

Company Description:

Project Background/Description:

Target Audience

Demographics	Psychographics	Geographics	Behavioristics
<Prompt A1>	<Prompt A1>	<Prompt A1>	<Prompt A1>

SMART Objective:

<Prompt A2>

Success Metrics:

<Prompt A2a>

Tone of Voice:

<Prompt A3>

Budget

Recommended Marketing Channels and Activities	Budget Allocation
<Prompt A4>	<Prompt A4b>
	Total: $25,000

Justification of Channels and Activities:

<Prompt A4a>

Justification of Budget Allocation:

<Prompt A4c>