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

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

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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

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.