Creative Brand Strategy - Task 1 / Case Study & Campaign Proposal
30/8/2023 - 20/9/2023 (Week 1 - Week 4)
Anna Chin Siaw Fong / 0354370
Creative Brand Strategy / Bachelor of
Design (Honours) in Creative Media / Taylor's University
Task 1 / Case Study & Campaign Proposal
LECTURES
The Brand Experience
Campaign
- A continuous attempt to communicate message to its audience and usually stays for a longer period of time.
- A marketing approach that connects with its target audience through a unified effort to convey information and foster engagement.
Concept
- Concept can be defined as an abstract or generic idea. It is often a thought or notion conceived by the mind.
- A concept is an abstract idea of something or a general notion. It is not like a theory which explains how things work or came to be. Concepts are not nearly as rigid as theories.
Concept campaign
- A campaign concept unifies all components of the campaign, serving as a compelling notion that persuades your target audience to act promptly. These concepts provide your audience with a reason to be invested and a clear message to support. Absent these concepts, your audience may struggle to grasp the action you want them to take or its underlying purpose.
Cause
- A person or thing that gives rise to an action, phenomenon, or condition.
- A principle, aim, or movement to which one is committed and which one is prepared to defend or advocate.
Cause campaign
- Cause campaign tend to market a specific idea, cause or goal, rather than a specific product or service directly.
Event
- An event is a significant incident or occasion, frequently organized as a social gathering or public activity.
Event campaign
- Event campaigns, also referred to as experiential marketing, revolve around the utilization of experiences to educate potential and current customers about your products, services, or business.
Launch
- To set going, to initiate, to gain as much growth and traction as quickly as possible.
- The launch plan addresses something innovative and original. It outlines the strategy for introducing a new product or service to customers. This launch plan is a component of the overall marketing plan.
Launch campaign
- A campaign launch is the method by which a marketing team accomplishes the objectives of a broader marketing program. It is employed to fulfill a particular marketing objective, such as acquiring new customers, boosting revenue, raising awareness of a product, generating interest in existing products, enhancing a brand's reputation, or gathering customer feedback.
Personality
- Personality encompasses the enduring traits and behaviors that make up an individual's unique adaptation to life. This includes their core traits, interests, motivations, values, self-perception, abilities, and emotional patterns.
- It represents the amalgamation of qualities and features that shape a person's distinct character.
Personality campaign
- A personal branding strategy is a plan to take a persons’ reputation and career from relative obscurity to high visibility. A modern personal branding strategy is strongly rooted in content marketing.
Social media
- Websites and applications that enable users to create and share content or to participate in social networking.
- Social media revolves around conversations, fostering community, connecting with the audience, and cultivating relationships. It goes beyond being merely a platform for broadcasting or a tool for sales and marketing. The pivotal elements include authenticity, honesty, and open dialogue. Social media not only provides the opportunity to listen to what people are saying about you but also empowers you to engage and respond effectively.
The Creative Strategy
SWOT
- SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.
- A SWOT Analysis is a valuable tool used to gain a comprehensive understanding of all the factors relevant to decision-making.
- It aids in various aspects such as creating new initiatives, revising internal policies, exploring opportunities, or adjusting existing plans.
Customer Journey Map
- A Customer Journey Map is a visual depiction of the path a customer takes, also known as the buyer or user journey.
- It aids in recognizing a customer's interactions with a brand at every touchpoint and in every stage.
- This tool proves valuable in visualizing and enhancing the current or future states of the customer experience throughout all phases of their relationship with the brand.
Important requirements to map customer journeys effectively:
- Focus on customer perspectives. The journey map needs to focus on how acustomer experiences and interacts with a company.
- Ensure the maps reflect all touchpoints. Maps must reflect all potential communication points through which customers want to connect with companies: email, text, websites, social media platforms and so on. Maps must also reflect different stages which customers take.
- Account for customer segments. Acknowledge the fact that different customer segments experience products, brands and services differently.
Brand positioning
- Brand positioning refers to the strategic space you aim to occupy in the minds of your target audience. It represents the specific benefits and attributes you want your audience to associate with your brand.
The Creative Brief
Big Idea
- A campaign’s big idea is the overarching message that underpins all elements of a campaign in order to resonate with the target audience.
- The goal is to develop an idea that is joined up and integrated with all other relevant platforms, rather than a series of separate executions.
- Big idea emerge in the process of narrowing the focus.
- Understanding > Clarifying > Positioning > Brand essence > Big Idea
Touch Points
- Brand touchpoints encompass the various interactions and exposures that a consumer can have with a brand.
- These touchpoints encompass every instance in which a customer engages with your company, whether it's through your website, a retail location, direct mail, or a product.
Three-step process to prioritize your brand marketing activities and
brand touchpoints:
- Step 1
- Create a comprehensive inventory of diverse brand marketing initiatives and points of contact where your target audience may encounter them throughout the stages outlined in the 'Customer Journey Map.'
- Step 2
- Prioritize your touchpoints according to their potential to make an impact and the level of ease with which they can be executed.
- Step 3
- Add your prioritized Brand Marketing activities and touchpoints and map them along the consumer journey map.
- A moodboard is a concise compilation of visual elements that embodies a brand's visual identity. It may include inspiring visuals like photos, color palettes, typography samples, quotes, patterns, shapes, and more. These elements come together on a single page to convey a unified direction for a brand's visual identity, making it easily displayable and comprehensible.
Mood board is a valuable tool for:
- Inspiration. In the process of developing a brand identity, a mood board helps bring things into focus, like company attributes, vision, or emotions which the brand conveys.
- Affirmation. A mood board will affirm and support the brand identity by translating concepts like brand values into tangible visual.
- Guidance. It helps on guiding the art direction to be more accurately reflects the brand.
- Communication. It eases the communication between director, designer, and client for early decision making.
INSTRUCTIONS
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Task 1 (A) - Case Study
For this task, we were to analyze a well-established city branding campaign. I
chose to analyze one of the campaign done for London which is "Let's Do
London". I began by researching about the campaign online through Google.
There were websites that provided me with useful information about the
campaign.
Fig 1.0 Researching
I used a google doc to compile all my findings about the campaign.
Fig 1.1 Google Doc
After compiling all the information about the campaign, I began putting
them into slides.
Fig 1.2 Making Slides
Fig 1.3 First version of Slides
After getting feedback from Ms. Lilian, I realized that the information that I compiled in my slides might not be as accurate. As such, I made changes on the informations on my slides.
*Final version of slides can be found at the Final Submission section of the blog*
Task 1 (B) - Campaign Proposal
For this task, we were to propose a city branding campaign. I chose to brand my hometown, Sandakan, as I felt like Sandakan should gain more awareness from tourists. I did some research on the internet about my hometown and put it in a google doc.
Fig 2.0 Hometown research
After doing some research, I started to think deeply about the details of my campaign. I documented all the campaign details on a google doc.
Fig 2.1 Campaign details
After finishing the campaign details, I used miro to create a customer journey map to identify the touch points of my brand.
Fig 2.2 Customer journey map
I made some amendments to my campaign details and customer journey map after getting feedback from Ms. Lilian. After that, I compiled all my information and put it into slides using Canva.
Fig 2.3 Slides
Final Submission
Task 1 (A)
Fig 3.0 Task 1(A) Slides
Task 1 (B)
Fig 3.1 Task 1(B) Slides
FEEDBACK
Task 1 (A)
- Look at brand values; it should reflect the campaign, not the city’s characteristics.
- Good look at the brand experience.
- Good look at key visuals. But perhaps the focus should be the key visual components (typography, colour, photography etc.) and then put into context rather than via the touch points of campaign.
Task 1 (B)
- Might be challenging to combine nature and Little Hong Kong idea
- Maybe can tie in some cultures of Sandakan with the Little Hong Kong
- Heritage & Inclusivity is relevant but Education & Community Engagement not so
- Psychographic & Behavioural audiences might be a bit overlapping
- Try to think of the SWOTs for the campaign and not the city
- The touch points should be what the campaign can provide to the audiences
REFLECTION
Experience
Researching and analyzing about "Let's Do London" campaign was an enlightening experience. It offered me valuable insights into the world of destination marketing and how a major city like London strategically promotes its attractions and activities to both tourists and locals. The insights that I got from the case study helped me with my campaign proposal for Task 1(B). Ms lilian has helped me a lot for my campaign proposal as she gave advice that steer me into the right direction.
Observation
When doing Task 1(A), I realized that its not as easy to find information about a city campaign. It took me some time to find a good campaign for the case study as the other ones I found lack information published online. I also observed that a lot of thought has to be put into when creating a campaign. The campaign has to have a clear purpose and target audience. One of the challenge that I faced when doing my campaign proposal was the brand values as I might have taught about the brand values of the city instead of the campaign. I had to rethink on what the brand values for the campaign should be as I kind of got confused by the branding of the city and the campaign.
Findings
I found that there was also limited information about Sandakan when I was doing research about it for my campaign proposal. I was worried that I did not have enough information for the campaign. However, Ms Lilian said I shouldn't be worried about it but instead focused more on the aspects of the campaign. I also found that the lectures provided valuable insights that greatly aided me in shaping my campaign proposal. It helped me understand better about the aspects of the campaign proposal.
FUTURE READING
For future reading, I read an article on how to create a customer journey map to help with my Task 1(B). Link to the article can be found here.
Fig 4.0 Article of how to create a customer journey map
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