project case

project_case_3910_fall_2016.docx

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Project Case

1. Choose your group members. 2 – 4 members are suggested.

2. Choose a creative group/ advertising agency name and design a logo. Your agency should specialize in direct marketing. Ten (10) extra credit points for the most creative name and 10 extra credit points for the best logo. Entrants must be complete and in final copy. No drafts.

3. Choose an online “in a box” or food marketing company. Examples can include Barkbox, Blue Apron, Itsy, Dollar Shave Club etc.

4. Create a direct marketing campaign with the tools you think most specifically compliments their other marketing targets and media choices.

5. There will be both an oral presentation or Pitch using the Direct Marketing Tool

Rubric

Power point/video/etc.	Neat Without Errors	10
Power Point/video/etc.	Attention Grabbing WOW Factor/Creative	10
Branding & Targeting	Choice	10
Branding and Targeting	Support	30
Communication Strategy	Support	20
Implementation	Overview	10
Oral Presentation	Quality	10
Other Important Factors: Application of Strategy Objectives Application of Book Knowledge Research/Focus Group/Testing Detail Level Ease of Understanding Congruence With Other Corporate Branding Choice of Communication Tools Use of Communication Tools	200 pts.

Organization of Written Report

(Formal, APA style, in text citations for history and situation, reference list)

Executive Summary

History of Company/Item

Situation

Market position

Current Branding

Current Targeting and Positioning

Campaign Descriptions (Your campaign) Using A Specific Direct Marketing Tool

General description

Creative/tagline

Branding congruency

Branding Objectives

Targeting

Objectives

Media or DM Tool Objectives

Budget: You may choose your objective and amounts but you must detail why you chose this method and list your expenses)

Control/Follow Up

Measuring the success of your campaign (how)

Use two metrics of your choice

Time frame/task outline

Conclusion

Oral Report

This is your pitch. You may be as creative as you like. It needs to be congruent, creative and support your campaign. It must also support the personality and brand of the item you are promoting. This is where the WOW factor comes in.