Assessment Brief
Advertising & Digital Media Faculty
BRAND EXPERIENCE
BEX
Stage 200
BRAND EXPERIENCE
Assessment Three
Storytelling to Create Shopper Connections
Due: Week eight
Weighting: 25%
Studying Outcomes: a. .
b. Overview and consider the worth, which means and sustainability generated by a variety of up to date manufacturers
c. Synthesise values and essences to suggest a brand new modern model expertise
d. Create a narrative the place model touch-points can generate a model expertise
e. Design revolutionary analysis to invent a model via the analysis of user-needs inputs
Description:
Utilizing your analysis into the model parts from Assessment 2, create a model story expertise to interact shoppers. Your report ought to embrace:
1. Shopper profile construct
• Establish the first. Construct a pen profile utilizing the instruments from class,
• A client journey map throughout the choice factors and
• present proof of the usage of 5 instruments from the IDEO client analysis technique.
2. Market alternative/model concern to deal with – determine and focus on Three challenges you intend to deal with together with your marketing campaign. These ought to construct in your analysis from half 5 in Assessment two. Try to Help claims with analysis the place potential for greater grades.
E.g. ‘Problem to deal with: Shoppers turning into extra sustainably acutely aware’. To realize a distinction or excessive distinction grade Help with proof e.g. ‘Shoppers turning into extra sustainably acutely aware, 30% rise in sustainable trend manufacturers since 2018 and shoppers ranking sustainability as a key resolution driver within the xxx survey (supply). [Inclusion of chart or graphic to support claim]’
Three. Technique & Core Model Narrative/Story – The core model narrative is a strategic branding premise, which units the foundational model essence, and model values making emotional connections with the viewers. Introduce your model story in a brief sentence or two. eg Yeti Coolers seize the essence of the model and represents the neighborhood sharing frequent concepts and values – model story a DIY adventurous way of life. Clarify your technique with a quick description.
four. Model story expertise / marketing campaign – develop and design a marketing campaign that delivers to the buyer your advanced model story and model feel and look. It’s best to embrace a tag line, visuals and may use at the least Three client connection factors to create client engagement. E.g. Bus cease, cell app and TVC.
For a better grade it is suggested you embrace a mood-board to visualise the technique and proposed client expertise.
Increased grades will likely be awarded for innovation in concepts and effectively thought out mock-ups of ideas.
Particulars:
Particular person Task – Half Two
• Report must be restricted to 1,000 phrases (+/- 10%).
• Report ought to embrace an government abstract and conclusion
• Last assignments to be uploaded to Moodle should be in PDF format by Sunday Week eight
Marking Standards & Rubrics:
Criterion 1: Shopper profile construct – 30%
Fail: • Very primary supply, lacking or incorrect.
Go: • Some proof of analysis and use of IDEO technique. Pen profile and journey map accomplished.
Credit score: • Good proof of analysis and use of IDEO technique. Pen profile and journey map accomplished to an excellent degree. Some visualisations, temper boards and pictures.
Distinction: • Excellent proof of analysis and use of IDEO technique. Shopper is accurately recognized as main for the class. Pen profile and journey map accomplished to an excellent degree and reveals perception into the buyer’s thoughts. Excellent visualisations, temper boards and pictures.
Excessive Distinction • Glorious proof of analysis and use of IDEO technique. Shopper is accurately recognized as main for the class. Pen profile and journey map accomplished to a wonderful degree and reveals perception into the buyer’s thoughts. Glorious visualisations, temper boards and pictures.
Criterion 2: Market alternative/model concern to deal with – 15%
Fail: • Very generic retail tendencies with little to no justification from findings, errors or lacking.
Go: • Three Generic retail tendencies and proof of little analysis. Challenges/gaps recognized and addressed.
Credit score: • Three Researched and justified challenges/gaps recognized and addressed.
Distinction: • Three Properly researched and justified challenges/gaps recognized and addressed. Applicable for the class, reveals good consideration of particular tendencies and challenges going through the class. Makes use of metrics to Help claims.
Excessive Distinction • Three Properly researched and effectively justified challenges/gaps recognized and addressed. Extremely acceptable for the class, reveals wonderful consideration of particular tendencies and challenges going through the class. Makes use of metrics to Help claims.
Criterion Three: Technique & Core Model Narrative /Story – 15%
Fail: • No readability on story, poorly defined, no visuals, incomplete or off transient.
Go: • Ship a narrative idea with supporting overview of technique.
Credit score: • Clear story idea. Easy Three-4word rationalization with supporting overview of technique. Illustrated with some photographs.
Distinction: • Inventive and fascinating story idea. Clear and easy Three-4word rationalization with supporting overview of technique. Illustrated with a temper board to speak technique visually. • A artistic and compelling story premise that stands out from the gang. A transparent and primary three to four-word rationalization, with a supporting define of the approach, is supplied. A temper board was used to graphically clarify the method being communicated.
Excessive Stage of Distinction • Excellent inventiveness and creativity within the conception of the plot. A transparent and primary three to four-word rationalization, with a supporting define of the approach, is supplied. Shoppers will likely be engaged and excited on account of the excellent temper board that has been created to speak technique graphically.
Standards 5: Model Story Expertise / Marketing campaign – 30 % of the overall rating
Incomplete, off transient, or lacking facets corresponding to a media instrument or slogan are all causes for a failure.
• Create a marketing campaign that makes use of three totally different media instruments. There was some effort put ahead to hyperlink the buyer expertise to the connection map. Included is a tagline.
Credit score: • Efficient advertising and marketing design that may interact the target market. Efforts have been made to attach the shopper expertise to the connection map and to faucet into media preferences and behaviors. Three media instruments, every with a tagline, are proven.
• Glorious advertising and marketing design that may excite and interact the buyer. • Glorious marketing campaign execution. An effort has been made to narrate the shopper expertise to the connection map and to faucet into media preferences and behaviors. Three media instruments, all of that are seamlessly built-in and visually represented at an exceptionally excessive diploma. The tagline is effectively thought out.
Excessive Stage of Distinction • A artistic and ingenious advertising and marketing design that may excite and interact the target market will likely be profitable. An effort has been made to narrate the shopper expertise to the connection map and to faucet into media preferences and behaviors. Three totally different media instruments, all of that are seamlessly built-in and visually interesting. The tagline is effectively thought out.
Excessive Distinction • Glorious innovation and creativity in story idea. Clear and easy Three-4word rationalization with supporting overview of technique. Illustrated with a wonderful temper board to speak technique visually that may interact and excite shoppers.
Criterion 5: Model Story Expertise / Marketing campaign – 30%
Fail: • Incomplete, off transient or lacking parts e.g. media instrument or tagline.
Go: • Ship a marketing campaign throughout Three media instruments. Some effort put in to hyperlink client expertise to connection map. Tagline included.
Credit score: • Good marketing campaign design that may interact the buyer. Some effort put in to hyperlink client expertise to connection map and faucet into media preferences and behaviours. Three Media instruments visualised with tagline.
Distinction: • Excellent marketing campaign design that may excite and interact the buyer. Effort put in to hyperlink client expertise to connection map and faucet into media
preferences and behaviours. Three Media instruments all built-in and visualised to an excellent degree. Properly thought out tagline.
Excessive Distinction • Glorious and revolutionary marketing campaign design that may excite and interact the buyer. Effort put in to hyperlink client expertise to connection map and faucet into media preferences and behaviours. Three Media instruments all built-in and visualised to a wonderful degree. Properly thought out tagline.
Criterion 7: Professionalism, formatting, references and plagiarism– 10%
Fail: • Poorly formatted and plagiarism points.
Go: • OK report design, referenced to Macleay requirements, no plagiarism points.
Credit score: • Semi-professional report design, referenced to Macleay requirements, no plagiarism points.
Distinction: • Skilled report design, effectively formatted and referenced to Macleay requirements, no plagiarism points.
Excessive Distinction • Glorious report design, effectively formatted and referenced to Macleay requirements, no plagiarism points.

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