Corporate Reputation Management: Report – 85%

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This assignment asked myself and a partner to create a report with the plans for a corporate communication campaign designed to enhance corporate reputation. Like previous assignments, we were given the freedom to choose our own firm to examine and were tasked with conducting a situation analysis. However, the analysis was much shorter, just four pages long, meaning it had to be prioritised much more rigidly than the ten-page VW analysis. We chose to study Kellogg’s, which presented unique challenges that had to be overcome.

My partner and I used the analysis to decide on one issue to focus our communication campaign on. We proposed six SMART objectives: three business-orientated and three communications and created a campaign message. Using Mitchel et al. (1997) framework, we conducted in-depth stakeholder analysis, which enabled our target publics to be accurately and justly determined. We focused on consumers, media and shareholders.

For consumers we proposed three initiatives:

  • An interactive sporting event at England’s first game of the 6 Nations, themed around the 1990s hit UK TV show Gladiators.
  • A social media competition in partnership with FitBit: #BeatTheBadges.
  • Local community development in collaboration with the This Girl Can sports-orientated initiative.

Our activities strategically targeted the consumer behaviour trends identified from the situation analysis, while staying inline with Kellogg’s corporate image, enabling the enhancement of its reputation.

We used a variety of media tools to communicate with our target publics:

  • A national media press conference
  • A host of press releases, including: national, local, specialist and social media.
  • A press day at the Manchester Factory
  • Bloggers and other online influencers.

The media channel complimented the activity it attached to, such as social media press releases for the Fitbit competition, in order to create a streamlined integrated campaign.

This assignment presented unique challenges and in overcoming, I believe to have learnt more about the process of analysing a company’s situation and weighing up the most important aspects to take action upon. When we discovered Kellogg’s impressive reputation, my partner and I rationalised, the ideal action did not lie with outlandish PR stunts but rather with engaging activities that compliment the brand and help bolster its reputation.

We approached with a considerable amount of respect towards Kellogg’s, being mindful of conserving its reputation over other more extreme tactics. This assignment impressed upon me, that just because the task gives unbridled freedom to choose any communication tactics, there are some instances where erring on the side of caution is the most favourable strategy for sustaining reputation and long-term success.

My partner and I received 85% for this task, a grade I’m very proud of, given the obstacles we overcame.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Strategic Communications & Advertising Planning: Part 2 – Poster Pitch – 78%

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Following on from the situation analysis undertaken in Part 1, my team and I were then tasked to brainstorm a campaign in order to attain one of the suggested marketing communication objectives. We showcased our ideas in a 10-minute pitch, facilitated by an A0 poster, designed collaboratively using Adobe Photoshop.

We focussed on the Golf GTE, hybrid/electric car and utilised the car-purchasing-journey, adapted from Mintel, as a framework for our pull/profile strategy. SEO and a TV ad were strategically applied for the ‘initial search’ stage. We dreamt up a promotional event, VW Volt, intended to engage with the public and inform of VW’s commitment to sustainability. To aid potential customers’ ‘choice evaluation’ a partnership with Zipcar was tactically proposed, allowing the public to test-drive VW cars, encourage purchasing and ultimately, achieve return-on-investment. We divulged a budget and schedule for the campaign by way of a Gantt chart.

It was empowering to have the freedom to innovate my own extensive campaign on this assignment. Working as group of five, bouncing ideas off each other, while using the car-purchasing-journey as a guideline, made producing this comprehensive campaign seamless, fun, and creatively satisfying. The tricky part was keeping our presentation down to just 10 minutes long. However, practice helped achieved this and my previous experience with pitching helped the delivery to be confident and precise.

My team and I received 78% for the second part of this assignment, giving myself an overall average unit grade of 84%.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Strategic Communications & Advertising Planning: Part 1 – Report – 90%

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This post is the first piece of work from the third year of my degree. This year, the tasks primarily focussed on applying theory in relation to a firm and its particular scenario. This assignment had two parts, an individual report and a group presentation.

My team and I decided upon Volkswagen (VW), as the task warranted a company that was in need of refocusing or refreshment. The report involved a situation analysis of VW, examining: the customer context, the business context, the internal context and the external context. It heavily concentrated on VW’s emissions scandal of 2015.

Using stakeholder analysis, PESTLE, SWOT and in-depth market and consumer analysis facilitated by Mintel, I was able to prioritise four key issues VW faced and identify SMART marketing communications objectives justly addressing the problems.

A difficulty I initially found with this task involved diluting down the vast amount of data I gathered. The report had a 10-page limit, meaning by no means could all the data be included. With performing numerous situation analyses in my other units, I became more experienced at this practice of narrowing down, while attaining the ‘bigger picture’. Being able to find data, analyse it in its entirety and then pick out the valuable bits of information in order to create an informed prioritised plan of action, is a skill I believe to have progressively developed during third year.

I received 90% for this assignment, a grade I’m extremely proud to receive and did not expect to ever achieve at university. Please use the email below to view a sample of the report.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Advertising Management: Poster

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poster-official-16- completedFollowing on from the first assignment in this unit, the 30-second video advert for Met Munch, in relation to the Sport brief. The second task involved two parts. The first, was to evaluate the advert. This warranted for a piece of primary research to be conducted. Students from MMU were interviewed regarding the effectiveness of the advertisement in terms of target audience, creativity, audience reach, resonance to society/target audience, message and brand. I showcased my findings in a presentation. For task two, I created a poster that addressed the issues identified from the key research outcomes.

Key findings were:

  • Make ‘fun’ and ‘sustainable’ qualities more prevalent in the poster.
  • Include female characters in the poster.
  • More emphasise on humour from – fonts, colours & characters.
  • More emphasise on tone of voice to inspire students.
  • More food featured on the poster.

I created the poster using Adobe Photoshop. As I created the poster from scratch, I was to demonstrate my semiotic thinking behind the design of the poster. Semiotics was one of my favourite topics from first year, which meant I found engaging in this practice very enjoyable. Here is a brief overview, regarding making the quality of ‘fun’ stand out more, I brainstormed, when do we have the most fun eating food? Obviously, when we were all infants. The menus on the table diverge from the infant characters. The mortar boards relate to the target audience of students and contrast to the young boy’s hat on the far right. The tone of voice regarding ‘level up’ was to further engage with the target audience. The colour scheme reflected the ‘sustainable’ quality of Met Munch. The hashtag was to inspire all genders.

This assignment wrapped up one of my favourite units of second year. Conducting primary research for the video advert and then formulating a poster based on the findings was a highly practical and valuable task. It gave me an experience of what it may be like in the advertising industry. Engaging with one of my favourite concepts, semiotics, in creation of an original poster was extremely rewarding. I am very proud of this work and was grateful to receive a first in this assignment.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Advertising Management: Creating and Starring in a 30-Second Advert

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videoFor the first assignment of my 2nd year Advertising Management unit, as part of a team, I was tasked to create and star in a 30-second video advert. This was to raise awareness of MetMUnch, a student-led group that promotes eating SMART: Sustainable, Multi-cultural, Affordable, Realistic and Tasty. The ad was to be constructed in accord of one of five creative briefs. My group chose the Sport brief, it went as follows:

Brief Two – MMU Sport

  • Using natural connections between Sport and MetMUnch (nutrition, healthy eating) to devise cross-polination marketing opportunities between the two
  • Audience: All students (not necessarily those already interested or involved in sport), encouraging active, healthy lifestyle choices
  • Looking for content for social that can be shared and retweeted by @MMUSport and @MetMUnch, e.g. Twitter / Instagram friendly pics; punchy text images in style of below. Stuff that will make people stop scrolling through their feed and take notice!

The ad was uploaded to YouTube, it can be viewed here. For each of the five creative briefs, one winner was chosen. My group was privileged to be chosen winners for the Sport brief category.

This highly practical assignment was very enjoyable to take part in. Brainstorming ideas, making these ideas come to life and starring in the video, all in a team environment with a bunch of friends was a true highlight of the year. Winning the award put the icing on the cake.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Consumer Behaviour & Culture – The National Lottery Award

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This post marks the first piece of work from the second year of my Advertising and Brand Management honours degree. The focus moved away from generalised marketing theory to more specific advertising and branding perspectives during my second year. Additionally, rather than simply regurgitating theory, the tasks demanded more practical application of concepts.

This shift is ideally represented in the assignment I am showcasing today. In what was referred to as a ‘live’ brief, I was tasked to aid The National Lottery in its attempt to engage young adults (16-24 year olds) in order to encourage participation of the bi-weekly lotto.

Myself and a partner conducted primary research, consisting of both an online questionnaire and a focus group, drawing upon theories of brand personality and values to try and establish what The National Lottery could do differently to increase involvement of young adults. We revealed our results in a 15 minute presentation.

An added incentive for this assignment revolved around a partnership MMU has with The National Lottery, where representatives of the company were to generously come to the University to listen to the top 3 presentations.

My partner and I were gratefully awarded to be one of the 3. The experience to present our humble findings to industry professionals was exhilarating. Insights drawn from the executives were very beneficial. Overall, the opportunity offered me invaluable experience, which I am extremely proud and thankful to have gained so early into my career.

Below is a letter I received from Nick Bonney, Head of Insight at The National Lottery, confirming the award.

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Email: hudacummings@gmail.com

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Marketing Communications Theory and Practice

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picture1For this unit, an open-book exam comprised 50% of the overall unit grade. An approach I welcomed, as the eradication of guesswork allowed for a much more focused learning experience.

The first question involved a semiotic analysis of a poster by Whiskas cat food (image above.)

I was to consider all elements in order to extract and interpret what messages the advertisers were trying to convey to their audience.

Charles Sanders Peirce’s theory of semiotics provided the framework by which I could highlight the key symbolism, while justifying these points in relation to Whiskas’ brand, product and market development.

The open-book nature enabled myself to essentially write up the piece prior to the exam. Click on the image above or follow this link to view a sample from my answer. I received a first in this exam.

From a creative perspective, I greatly enjoyed the subject of semiotics. As Alastair Crompton impressed upon me in his book ‘The Craft of Copywriting’, the question why? is of paramount importance in marketing.

I believe the level of analysis applied in this task, along with arduous attention to detail have granted me invaluable skills toward my professional development.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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