Here you will find the briefing for the project work and your grades
Project work briefing
This year you can choose between 2 brands for which to develop the communication plan.
These brands belong to the same company: Diva International.
Below, you will find the two briefing documents and the presentation videos, that are strictly CONFIDENTIAL. Your team must choose one of the two and follow the instructions provided.
Diva International
Project work instructions (first part)
Instructions:
- Form a team of 6-8 members; NO fewer then 6 members
- Give yourselves a name as an advertising agency;
- Read the briefing and organize your team work: who does what, and define the dead-lines, try to delegate something to each member;
- Define at least 1 buyer persona profile;
- Hypothesize the customer journey and the touchpoints. You need to find the right media to use;
- Prepare a media strategy: choose the most appropriate media/channels and prepare a tentative calendar (focus 2024);
- Consider Owned media (make a proposal of what owned media to use and how),
- Earned media (explaining how you’re going to stimulate UGC)
- and Paid Media (explaining what media you should use and why).
- Prepare a YouTube or Facebook/Instagram campaign with targeting and creativity. FURTHER INSTRUCTIONS WILL BE PROVIDED FOR THE BUDGET CALCULATION
- Prepare a document (PPT, Keynote, Canva) to present your work in max 10 minutes;
- Write down who did what and fill a peer-review chart, giving a mark from 0 to 5 to your teammates;
- The dead-line (for sending me the presentation by email) is Saturday November, 30 (midnight);
- Presentation in class of the best works during the last lesson: on Thursday December, 5