Emelia Thibeault Campaign Planning and Management

One of the first articles that I reviewed to begin thinking about the Hot Table campaign is "The Consumer Decision Journey" as well as discussions in "Brand Media Strategy" on the Consumer Pathway. In the last campaign, my team decided which sections of the Consumer Pathway were most important to reach the clients goals. This was very helpful in determining what aspects of the Consumer Decision Journey we should focus on. Using the information gained in the Client Intake Meeting with Hot Table, I determined which areas of the Consumer Pathway were most relevant for this campaign. To make this easier, I put each stage into the context of Hot Table Consumer Pathway (Hot Table) Awareness : What is Hot Table, what does it do for me? Engagement : So this is how Hot Table would serve me. Active Consideration : Which brand (food) should I choose? Purchase : I’ll buy Hot Table. Consumption : Hot Table is just what I wanted. Relationship Building : Hot Ta...

As part of our required materials for class this week, we watched the last two videos of a docu-series on Brand Storytelling. This is very relevant to us in our current campaign for the College of Business since we are working on developing our creative idea. This means we have to come up with a story to tell our target market about our product (business education) that is interesting and creates an emotional connection with them. We also have to communicate important information about the business school since a college education is both functional and transformational. The docu-series talked about how interruptive marketing is no longer the best way to reach consumers. Instead you want to provide consumers a story that catches their attention and engages them. One example that I thought was really interesting was the Marriott Hotel's short film movie Two Bellman. I found this very innovative and they seemed to have great success. They have over 5 million views of the movie on You...

This week, we were required to read Chapter 9, "Touch Point Selection" and Chapter 10, "Getting Social" from Brand Media Strategy. Both of these chapters are very relevant to our campaign for the College of Business. Chapter 9, "Touch Point Selection" deals with the different channels that can be used to reach consumers. The book stated "an important element of the Brand Media Strategy is integrating the brand communications across the different touch points in a way that best exploits the target consumer's relationship with each of the channels." The first step in a campaign is to consider all possible touch points. Then you must consider which touch points make the most sense with your message for the campaign. Different channels are used to obtain different goals. Figure 9.2, shows how different channels effect promoting loyalty, driving traffic/ purchase intent, promotion consideration, generating familiarity, and creating awareness. F...