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Presentation/PPT
27/08/2022
Your assignment will be to conduct an in-depth analysis of a brand (showing the world they are a rock star) in integrating cross-platform content marketing into their overall brand marketing strategy. Project Guidelines The following are the guidelines you should follow and the information you should include in your project reports: I. In-Depth Brand Analysis In this section you should introduce the brand you will focus and provide an in-depth analysis of the brand. 1. Provide a historical retrospective highlighting benchmarks in the brand story. In this section you should also discuss brand meaning, position, and why consumers are highly emotionally attached to the brand resulting in loyalty and advocacy. As we have discussed in class, there are two essential elements to every successful content marketing plan: An understanding of goal(s) A mission statement 2. Please research and include your brand’s mission statement. If you can’t locate an “official mission” statement, please draft one yourself based on what you know about the brand. With just a quick Google search I located Harley-Davidson’s mission statement: We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments. 3. Also include information related to the brand’s positioning strategy, target market, and marketing objectives and strategies. 4. In addition, provide information about your brands major competitors. In your discussion of competitors you should also include information on the brands position in the marketplace (i.e. market share). 5. In this section, please also provide a concise personal narrative as to what motivated you personally to select the brand you did to focus on. Do you yourself love the brand? If so, why? Is there something that connects you to the brand or intrigues you in some way? II. Brand Analysis of Cross-Platform Content Marketing Tools & Techniques – The Heart of Your Analysis In class we have spent time looking at a variety examples of marketing in assigned course readings you have read a lot about different types of content and platforms. Use your website to present a comprehensive overview of your selected brand’s owned media channels, Showcase the variety of types of content and platforms your brand is using to create and distribute relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action
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