Marketing
Decks
Disneyland: Galaxy's Edge
MotorTrend: Car Spotting
Goodwill: Edgar & James
Clarity Funeral Home
Hollywood Records: almost monday
Disneyland: Galaxy's Edge
Opportunity
Create awareness of and drive attendance to Star Wars: Galaxy's Edge land opening - Disneyland Resort's biggest single-themed land expansion ever.
Challenge
Create a promotional marketing campaign targeted to both local and domestic markets motivating Park attendance (i.e. local drivers, vacation-planning, etc.)
Impact
Guests want to be among the first to visit this epic land and explore the Resort offerings.
Guiding Questions
ð–¥” WHAT ARE THE TARGETS AND INSIGHTS?
â—‹ Whose the target audience?
â—‹ What are the motivations, barriers and challenges?
â—‹ What other relevant feelings, desires, or habits impact their decisions?
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ð–¥” WHAT ARE THE RELEVANT BEHAVIORS AND INFLUENCES:
â—‹ How do they consume media?
â—‹ What other brands are on their radar, competing for our share of mind?
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ð–¥” WHAT'S OUR PROMISE and RTB?
â—‹ What gives us a right to say what we're saying?
â—‹ Why should people believe us?
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ð–¥” WHERE WILL THE TARGET SEE THIS MESSAGE?
â—‹ Linear vs/and digital media
â—‹ Use of social media third-party advocacy
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Deck
Storyboard
Promo 1: Millennium Falcon
Promo 2: Ewok on Earth
Motor Trend
Background
The MotorTrend Group is the #1 Automotive Media Brand & Content platform in the world generating over 2 Billion monthly content views with over 10 thousand hours of content. From Broadcast to Events, to Print to Social, we have the ability to reach consumers across every possible platform and outlet. This truly provides an unparalleled 360 offering for the Automotive Superfan.
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The MotorTrend Group must continually evolve to deepen our connection to existing enthusiasts and expand brand awareness to a new, younger, passionate audience made up of car and truck enthusiasts of all types and backgrounds. Our aim is to create a branded daily habit that is fun, engaging and compelling to a broad range of auto-enthusiast audiences.
Challenge
The Game
Car Spotting is a real-world gaming app for anyone who has ever seen a car and wished they could park it in their garage. The objective is to capture snapshots of rare, unique or favorite cars for collection in a virtual garage. Users can compete to collect the most, rarest, oldest, etc. and then virtually customize, trade and auction their collections for in-app prizing.
Timeline
Students groups will submit their comprehensive marketing plan and present key elements during class in two weeks.
Assignment
Present a marketing plan for the launch of MotorTrend's gaming app to millennial consumers. Elements should include an executive summary, situation analysis, objectives, strategies and proposed tactics, and summary.
Provide an analysis of the present mobile gaming environment, who is leading and why. Where and how should MotorTrend connect with a growing millennial audience to grow adoption and engagement with a new mobile gaming experience? Be sure to provide rationale for marketing recommendations and why they align with the target audience.
Note, media cost estimations/budgets are not required. Development of a sound strategy to effectively reach a millennial automotive enthusiast is the primary goal.
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Deck
Goodwill: Edgar & James
Research
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Why is thrifting becoming a trend among millennials and Gen Z and how can Edgar & James penetrate this market?
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How can Edgar and James become the leading company in this market?
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How can we create a thrift shop brand that is lifting up the brand without gentrifying the idea of thrifting?
Challenge
Our team is resolute to rebrand Edgar & James by promoting to a multisegmented target market of Millennials and Generation Z in Southern California. Utilizing research of the markets and the competition, we aim to develop an integrated marketing campaign
Assignment
Create a brand that can be easily accepted nationally - make a household name of sub-brand of Goodwill's Edgar & James.
Deck
Clarity Funeral Home
Opportunity
Your team assignment is to develop an Advertising & Promotional campaign for a controversial product or subject choosing from one of the following categories:
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1. Cannabis infused drinks
2. New online dating service website for convicts
3 New online dating service for disabled individuals
4. Increased suicidal tendencies among teenagers
5. Medicinal Marijuana
6. Personal hygiene products
7 Gun control advocacy
8. Sexual diseases
9. Weight loss programs
10. Male & Female contraceptives
11. Extremist Groups
12. Funeral Services
13. GMO's
14. Marijuana vs. Alcohol (what's worse)
15. Vaping Products
Challenge
Each team will develop a full-fledged campaign utilizing the appropriate marketing tools to reach your target audience. The choice is predicated upon the business and your overall strategy and creative approach.
a. Print
b. Television/Cable
c. Direct Mail
d. Outdoor/Out of Home Advertising
e. Radio
f. Internet/Social Media
Assignment
You have at your option the ability to select a current campaign and break down the strategy being utilized including the creative approach, media selected, determining the unique selling proposition and what the competition is doing. Clearly state what changes you think should be made to improve the campaign and why. If you choose to develop a new product then you will need to take into consideration other factors in addition to the ones previously stated.
Deck
almost monday Band
Research
While keeping their music genuine, update their image and brand to make consistent with the target market.
Deck