DESN2348 Fashion Promotion and Creative Communication Strategy
Brief & Submission Guidelines
1.Assignment 2 Brief
Course Title |
Fashion Marketing BA |
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Module Title |
Fashion Promotion and Creative Communication |
Module Code |
DESN2348 |
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Module Credit |
30 |
Assessment Number |
2 |
% weight |
50% of overall module mark |
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Learning outcomes (to be assessed): In the brief you are provided with a specific aim for the brand campaign and are required to develop an innovative and integrated communications campaign for the brand to achieve the given aim. |
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LOs assessed with this assessment: 1. Critically appraise contemporary practice in brand promotion across a range of communications channels and platforms. 2. Critically evaluate contemporary brand practice within the theoretical contexts of branding and marketing. 3. Conduct secondary and primary, market and consumer research and use findings to inform. the production of a strategic plan for brand communications. |
Assessment Aim:
This project is intended to develop a professional promotional campaign applied to fashion businesses.
Assessment Requirements:
you will need to establish a set of marketing, communication and creative objectives that will help you frame. your communication strategy. You will then develop an integrated communications campaign which will convey one single overall message to consumers.
Assessment Task:
All the choices you will make in designing your campaign need to be theoretically justified by your research. You are expected to use theoretical frameworks to guide and develop a strong, research informed narrative for your submission. You will include a summary of costs for the campaign. All promotional tools and tactics (communications mix) used in your campaign will enable you to fulfil the given marketing aim and your objectives. You will produce a branded, compelling, and professional document which will provide the reader with a clear understanding of your idea based on good storytelling and a fluid written style.
Assessment breakdown:
2. The Suggested Structure of the Submission:
Section 1: Situation Analysis
1) Sector Overview (environment analysis)
2) Brand Overview
3) Competitor Analysis
4) Consumer Research
5) Summary of the Brand Issues
Section 2: Marketing & Communications Plan
1) Campaign Aim
2) Marketing Objectives
3) Target Audiences
4) Positioning Strategy (rationale)
5) Communication Objectives
6) Communications Mix (justification for promotional material)
7) Cost summary
Section 3: Creative Plan
1) Creative Objectives
2) Creative Strategy
3) Creative Materials
Section 4: Promotional Material (see submission guideline 2)
Reference List
3. Outline of expected content (based on suggested structure) with indicative wordcount per section
(this is the suggested content example, it can be varied based on your own analysis)
Section 1: Situation Analysis (approx. 1000 words)
In this section you need to introduce the context of your chosen brand, and how does your chosen brand is the meso-level actor that connects consumers and the macro fashion industry and society (think about PESTEL, culture dimension model that helps to analyse macro level), review the practical content on week 4 about context. In this section you should showcase your understanding of the selected promotional task in depth and breadth, with reference to theories, frameworks as the underpinning support, you should provide a brief understanding of the micro, meso and macro contexts.
i. Sector Overview: the sector in which the chosen brand competes, Micro Meso and Macro environment issues, current trends and developments. (approx 200-300words)
ii. Brand Overview: a brief history of your brand choice, briefly discuss your chosen fashion brand data (i.e., culture, identity, growth, products, target markets), but emphasise its current marketing mix (strengths, weaknesses, and other factors important for an understanding of the brand’s performance and place among its competitors). (approx 200 words)
iii. Competitive Review: Who are your brand’s competitors and who are your chosen brand’s main competitors? What messages do they convey / tools do they use in their communications and promotional mix vs your brand? How is your brand currently positioned against competitors? (approx. 200 words)
iv. Consumer Research: Consider the various methods of segmenting a market including consumer culture, demographics, psychographics, product benefits, usage patterns, buying behaviour and decision-making to establish current and potential consumers.(approx. 300 word)
v. Summary of the Brand Issues: Summarise the brand issues from the discussion above. Show the problems that you want to help the brand to solve. (approx. 100 words)
Section 2: Marketing & Communications Plan (app 1000-1200 words) (what you intend to do, for what consumer & why).
Based on your discussion about the ‘context’ in last section, you need to base on your tailored context to justify what you intend to do in response to the target that Hervia offered you.
vi. Campaign Aim: what is your chosen campaign and how will your campaign address the task, you can consider adopting DRIP framework or others from outside of lecture(which is encouraged) to help you justify. (50-100 words)
vii. Marketing Objectives: you should break your aim down into 3-4 objectives to better help you address the aim, and showcase your understanding of the existing problems about your chosen brand. (100 words)
viii. Target Audiences: Who is the targeted audience of your campaign? This part is about consumer research, who are the target consumers of your brand?(200 words), it is better to not solely based on demographic analysis, but consumer culture perspective (use consumer culture theory etc).
ix. Positioning Strategy (rationale): to justify why/how your campaign is important by using theories and frameworks to back up the reasons. (100-200 words)
iv. Communication Objectives: each communication objective should respond to your marketing objectives. (100 words)
v. Communications Mix (justification for promotional material): what are the communication channels/platform/media you deployed, and why and how come they are important and align with your chosen brand identity? (200 words)
vi. Cost summary: Go review the content and find the financial report from your chosen brand, advertisement cost plan, or company financial report as the reference of your cost summary. (100-200 words)
Section 3: Creative Plan (app 800-900 words) (how you will do it)
In this section, you will decide which objectives respond to which communication objectives, to which and how many promotional tools will enable you to fulfil the creative objectives, the campaign aim and deliver the campaign message.
i. Creative Objectives: you have justified your communication objectives in last section, now you need to showcase and justify how are you going to execute them into practice (e.g., to create an event, to collaborate with an influencer or celebrity etc).
ii. Creative Strategy: critically justify your strategy with theories and frameworks (e.g., how are you going to create an event, if its influencer marketing plan, what specific influencer you are doing to collaborate; which celebrity/influencer you will collaborate).
iii. Creative Materials: what do you need to help you execute the creative strategy? the references from other campaign, to justify your creative plan.
Section 4: Promotional Material (what it will be, how it will work and how it will look )
The section is to visualize all of the promotional materials, how are to going to project your campaign? Remember to consider AIDA, design thinking, consumer journey, consumer culture etc - will your promotional tool create awareness, interest, desire or action. Look also at the lecture content for Semester 2 which focused upon promotional tools. Let this content guide your decisions
All visual elements of your communications mix / mock-ups of your promotional materials must be accompanied by a very brief summary of the activity to ensure clear contextualisation for the reader. Please, use copyright free images (i.e., use Unsplash), or manipulate images that are not yours to avoid copyright infringement.
4. Assignment Deadline and Feedback
Your submission deadline is:
Thursday 9th May 2024, no later than 14.00 (UK time)
Late submission is penalised by the deduction of 5% for each 24-hour period following the deadline (5 marks deducted for every day delay).
As you develop your work, you must keep back-up copies on the One Drive central file storage space provided for you by the University – in case something happens to your computer.
You must also keep a copy of Turnitin receipts, which should be emailed to you once you have submitted via Minerva. The Turnitin receipt can often take some time to arrive.
Check back on the appropriate Minerva work submission area if you are unsure that your work has uploaded properly. For anything regarding extensions and mitigating circumstances, please visit the Student Information Hub.