Emelia Thibeault Campaign Planning and Management

After our meeting with the client this week, our group as well as the other groups received feedback that we were not making enough of an emotional connection to our target market. We were also told that we needed to push our creative ideas to be more risky and outside of the box. I am hoping that making more emotional connections will help my team do this.  The first article I decided to look at again was "23 Types of Advertising Appeals Most Commonly Used by Brands".  As I was reading through the article, I began to pick out appeals that could possibly be used in our campaign. Based on the list I have created, I will talk to me team and determine which appeals have the greatest potential to make an actual emotional connection to the target market. The article is split into two categories of appeals; emotional and rational. "An emotional appeal depends more on feelings and perceptions than logic or reason to provoke action"(Middleton). For this reason, emotional ...

As the Hot Table campaign progresses, my team and I are working on getting as much background research as possible before we create our 3 creative ideas. One of the things that my team in the last campaign received feedback on was that we did not use marketing concepts and theories enough to back up our campaign. For this reason, when professor Spotts gave us the 4Cs to create a foundation for our campaign, I put them into a document and added information/ models and pictures from our required readings to ensure that I used marketing concepts throughout the project. One of the areas that we need to look at is The Elements of Value for Hot Table. I decided to do this for part of my weekly reflection.  I believe that Elements of Value are particularly relevant to this campaign because of the way that consumers look at fast casual dining. Consumers are willing to pay a higher price at fast casual restaurants than they are at fast food restaurants because they believe that the foo...

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...

This week we learned about chapters 5, 6, 8, and 12 from Brand Media Strategy. We continued to work on developing our Central Communications Platform for our College of Business campaign. We have been primarily focusing on research and will begin to actually develop a solid plan in the coming week. Chapter 5, "Insight Over Analysis", talks about a change in the way that data is used in marketing. In the past, mass media strategies were effective because of the small amount of media channels. The majority of the population could be reached by TV, radio, and print ads. However, the global market has changed significantly and there are now many channels with which consumers view their media. For this reason, marketers have to be more specific with the markets they want to reach, so that they can determine specific insight on their target market and deliver their message efficiently to the consumers most likely to buy their product. Media communications today use brand understa...

Week 1 Reflection (1/21/18) This week we had our first client intake meeting with various members from the College of Business. In order to get the most out of our hour with the client, I created questions prior to class based on the readings we were assigned. Then used the information gleamed during the meeting to generate a better understanding of the goals of the campaign. The first article that I looked at was "The Elements of Value." I had a bit of difficulty translating the information in this article into succinct questions for the client, but I was able to create a few and this article got me thinking. I began to make a list of the elements of value that the College of Business would offer to their target market.  I used the elements of value pyramid. For example, the CoB fulfills the "self-actualization" value since higher education allows a student to realize their talents and potentialities. Additionally, it gives value through "affiliation/ belo...