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INTEGRATED DIGITAL MARKETING COMMUNICATIONS – BRAND COMMUNICATIONS

STRATEGY

Your task is to investigate about the communications of a brand and then to recommend a

brand communications strategy. The idea is that you dig in the communication activities of the

brand and media, then evaluate them, and propose a strategy to improve their brand

communications.

It should consist of 3,500 – 4,000.

Brand: Starbucks

The report must be based on ALL ACTIVITIES DONE IN SINGAPORE

The report must consist:

– Brand vision, mission, positioning

– Customer definition

– Media strategy

– Media evaluation (Facebook & Instagram – Singapore accounts only)

• Does the media highlight the physical characteristics that the brand wants to

communicate?

• Does the media transmit clearly and persuasively the benefits of the product?

• Does the media provide the right atmosphere to stimulate the emotions sought

in the target audience?

• Is this the primary/secondary media for the brand campaign?

• What is the purpose of the media?

• Visual auditing

▪ What is (visually) working or not working?

▪ Good images descriptions? Do they promote retention?

• Content auditing

▪ Is the content easy to read? Does it have short clear sentences? Is it

easy to skim through paragraphs?

▪ Is the right tone for the audience? Does it avoid redundant or awkward

placing of keywords?

▪ Analyses for the homepage, interior pages, blog posts, etc (depending

on the media)

▪ Analyses of call to actions, brand voice, consistency, media use, etc.

▪ What kind of content do we find?

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• Performance and evaluation

▪ Follower growth, engagement rate, etc.

– Craft strategic objectives for the next five years

– Craft marketing communications strategy for the achievement of the objectives,

detailing the content strategy.

– Final recommendations

In addition to the above components, your final report should include all of the following:

Table of Contents: Table of contents for your report.

Main body of the Report: The main body of the report should not exceed 20 typewritten pages,

using font size 12, with line spacing of 1.5 and a one inch margin on either side (excluding

contents page, executive summary, references and appendices). Summary graphs, pie charts

and tables should be used selectively throughout the text to highlight the most important

points.

Conclusion: This should not exceed one page.

References: Harvard citation style. A complete citation of all work/research of others

referenced in your report should be included in a list of references

Appendices: Supplementary data and illustrations may be appended.