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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.
