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Section 1: Brand Overview (This section is worth 40% of the project grade.)
This section should introduce your brand.
Sub-sections:
• Introduction: Please provide a brief overview identifying the brand.
• Target Audience: Identify the target audience including factors like age, gender, psychographics,
etc. To receive full credit, you must provide documentation that supports your findings. Two
samples of documentation or supporting information are outlined below:
o You may find published information regarding the target audience on the organization’s
website or in media articles.
o If the brand is not clearly defined, provide an overview of who you believe the target
audience is and why.
• Marketing Approach: Describe the components of their current marketing strategy in terms of
how they promote their product or service. Note: exploring the marketing approach is the most
important element of this section. Please provide specific examples of the various marketing
strategies used. Samples may include, but are not limited to:
o Digital campaigns: email and text messages, social media
o Advertising: print, radio, TV, sponsored social, web, paid search
o Social Media presence: channels deployed, type of content, engagement
o Website
o Public Relations: consider both the brands outbound efforts (news releases they
generated) as well as earned media (stories/media coverage)
o Packaging
o Environmental Strategies
Section 2: Recommended Strategy (This section is worth 30% of the project grade.)
In this section, please select at least one aspect of the marketing strategy that you would change.
Recommendations should be based on strategies covered in the course materials.
Sub-sections:
• The Issue: Please provide supporting rationale for what you would change. Factors to consider,
you are not limited to this list:
o Identify a new target audience
o Define a new marketing or distribution channel
o Consider new marketing tactics
o Public relations or community events
o Promotional strategies
• Recommended Change: How you would change it
• Rationale: Why you recommend the change.
To earn full points, you must fully explore your recommended changes. You will not receive credit if
you simply state that you do not have any recommendations.
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