Posted: March 24th, 2022

INTEGRATED DIGITAL MARKETING COMMUNICATIONS – BRAND COMMUNICATIONS

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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). Homework help – 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: Ace my homework – Write my essay – 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.

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BRAND COMMUNICATIONS IN INTEGRATED DIGITAL MARKETING COMMUNICATIONS

STRATEGY

Your objective is to research a brand’s communications and then make a recommendation.

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

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