Communication Strategy Download Signature Page

Stage 1- Accept

To accept the problem as a challenge and assume responsibility for it.

1. The objective of this assignment is to create a brand that relates to the defined target audience. The objective of this assignment is to create a brand that relates to the defined target audience.

2. Place a photocopy of the attached signature page and place it as the first page in your process notebook.

Stage 2 - Analyze

The first task is to collect sufficient information about the company and to carefully define the intended target.

I. Observation and Research of Company and Object

A. Personal Observation

Visit the nearest location of the company or store. Write a detailed observational assessment of the company about it’s location. Use the questions below as a guide.

Company Location (you will use this location for the remaining part of the project)

What does the store front look like? Does it have windows? If so, what do you see? How are products displayed? To enter the store do you walk through an automatic door? A revolving door? Inside, what does it smell like? Popcorn? Incense? Cleaning supplies? How is it organized? General layout? Atmosphere? Colors? Their personnel, are they friendly? Grumpy? Courteous? Is there music? How is it lighted? Fluorescents? Bright? Dark? Signage? How is signage used? Above merchandise? Hanging? What does signage look like? What do they say?

B. Research Company

When was the company first formed? Why? What need did it fulfill? Where was it started? Who developed/started the company? Did culture, religion, etc. have any impact on the creation of this company?

C.Product Brand name

Who came up with the name of the company. (detailed description) Has it changed or improved over time?

D. Photograph

If possible and with permission photograph the location (the store or company) and/or the product.

II. Target Identification

It is important to carefully identify the specific target market that is to receive your message. This market should be very carefully defined with as much detail as possible so that you are confident that the conceptual strategy for the campaign will be appropriate to meet this market. It is better to be too detailed and specific about your target than to be too general. You will determine your target identification by utilizing a verbal brainstorming listing and a morphological synthesis grid.

A. Verbal brainstorming listing and morphological synthesis grid

Categories

1. religious belief

2. hobbies

3. education

4. employment

5. age

6. race

7. gender

8. personality

9. TBD

10. TBD

Instructions:

Generate a listing under each category by means of verbal brainstorming. In addition, you must create 2 new categories and create a listing for each, giving you a total of 10 categories and 10 listings.

Construct a grid 10 units deep and 10 units long. Insert your category name at the top of all vertical rows or boxes, then list the characteristics of each category in there respective rows. (An example will be demonstrated in class.)

Mix and Match various characteristics from each category to produce a list of 15 possible target identifications. Combine these characteristics into complete descriptive target profiles. Use complete sentences.

Select the target identification you wish to work with (highlight or circle your selection from the list of 15 you created above and write a detailed target (see below) profile.

Grid can be written on.

B. Target Profile

One of the best ways to develop an accurate understanding of your target identification is to write a first person profile of a person who you feel is an accurate representation of your intended market.

This profile should identify the following:

approximate age, education, marital status, economic interest, professional orientation, professional interests, entertainment interests, life style, living location, daily habits, favorite foods, music, routines, etc. You must write this as though it is the person talking about themselves. Sometimes, it is best to use a person with whom you are familiar with to develop a personality profile (use this person as guide).

Target must be a minimum of 250 words and must be typed.

III. Marketing Communication Analysis

For this method you must play the role of the client (the manufacturer or owner of the company).

Use this form and please print

A. List below 10 words that, to you, best describe the use or function of your company.

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B. From the words listed above, please extract the five most important and place below in a
prioritized (hierarchy) listing.

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C. What difference does it make that your product exists? (highlight the most important word from your sentence)

D. List five words that might characterize the personality of your company.

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E. From the list above, D, please extract the three most important and place below in a prioritized (hierarchy) listing.

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F. In terms of your personal point of view, how do you feel that your audience should perceive your company? Simplify your answer to one or two words if possible and highlight the most important word.

Stage 3- Define

Restate the problem as you understand it. In your own words rewrite the problem statement. Why are you doing what you’re doing? What is the purpose? What do you hope to accomplish?

Remember – The objective of this assignment is to create a brand that relates to the defined target audience.

Stage 4 - Hierarchy of Key Words (Using your marketing communication analysis, complete the following):

A. Consolidate Key Words

Using the key words in question B and E (prioritized listings) and the highlighted words from questions C and F generate a list and prioritize. This list will contain 10 words recorded in order of importance. Highlight the first 3 words in your list.

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B. Mind Map (Use Group)
Use the first two highlighted words from the list above

1. Using the first two highlighted words from the Consolidation of keywords, produce 2 mind maps. Each mind map will contain one highlighted key word. The key word should be used as the central or main idea to begin your explorations.

2. When each mind map is complete, highlight key words you feel possess potential and deserve further investigation.

3. Do not type. Do not produce the map alone. The mind maps should be as complete and thorough as possible.

C. Alphabetical Listing

1. Review the problem from Stage 3. When you begin your listing keep in mind the problem statement, your target and your company.

2. After you have finished your list, select as many words as possible and create a solution. Try to solve the problem statement. What does it look like, what is your concept? Why would your target audience be attracted to this company? Etc.

3. Must be typed

D. Connective Thinking

1. Using the alphabetical listing and select any word to represent A and another word to represent B.

2. List your combinations (A+B) and solutions (C). You must have at least 10 combinations with 10 possible conceptual solutions.

3. Must be typed
Example : A + B = C

3.Skyscrapers + Small Painting = A large painting of flowers, that are powerful and bold, almost abstract.