PowerPoint Presentation

Meeting With

Regent University of Science & Technology

Daniel Adjei- +233243744481

Daniel Adjei Integrated Marketing Communications Practitionerdanielkadjei@gmail.com0243 744 481

Introduction

Brief Description of Brand Guide and The Brief Writing

A brand

A product manufactured by a company under a particular name.

It identifies one service offering as distinct from those of other sellers

The personality that identifies a product, service or company.

Proper branding can result in higher sales of not only one product/ service, but on other products associated with that brand.

Introduction Importance

Low Employee turnover UniquenessBrand/ Client LoyaltyNew DirectionBrand preference

Brand Awareness

Brand Awareness

Customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory.

It helps the customers to understand to which product or service category the particular brand belongs .

Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it

But What?

Building A Brand Guide

Brand guide, sometimes referred to as brand diary, book or bible embodies everything from your brand message and mission statement through to the use of logos, tones, fonts, colours and imagery:

Most multinationals all over the world have achieved consistency in their colours, tone, font in their way of communication due to a guideline they stick to.

These companies regardless of the creative agency they use or the country they find themselves in can not deviate from their core elements of communication because they have guidelines to follow.Brand Guide

?Brand Guide

Develop a logo

Logo

Logo

Logo

What is a Creative brief?

It is the first ad of the campaignA one-page document that puts in writing all the key information you want the creatives to know before working on the creative campaign

It is the bridge that connects strategic thinking and creative execution

The key with which the account managers can unlock the imagination of creative people

Elements of Creative Brief

What is its Role?To liberate the creative process. Not control.

To provide a springboard for ideation.

Inform. Interest. Persuade. Guide. Inspire.

- Brain storming- Market insight- Personal storyThe Creative Brief Strategist

Sample BriefClient: Date prepared: 19 October, 2014Overview of Product/Service:What specific product or service do you want us to market/promote?ObjectivesWhat specific outcome do you want the communication to achieve? e.g. Increase patronage, direct consumers to call toll-free number, increase sales etc.Deliverables requiredWhat do you want Agency to do for you .e.g. logo, radio ad, billboards, sales promotion, website development, market research etc.TargetWho should communications address first?Who should communications address next?Brand positioningWhat one thing sets your product/service apart from your competition?Mandatory inclusions What brand elements or information must be used for the communications? (Company logo, company colors, etc.) Timelines When do you expect work to be completed?

6 Tips for Beautiful Creative Briefs

For starters, find at least one Consumer insight.A Consumer insight is like a true confession from the prodigal son

Heres an insight:Many young adults attend their high school reunion specifically to impress former classmates

Write a specific attainable objective.The objective should always be clear and specific

A beautiful objective:The purpose of this campaign is to position Regent Ghana, among all private universities as the leader in Science & Technology education

One way to write a lovely objective:Specify what the audience should think, feel or do

Example:The objective of this ad is to get the audience to understand and believe that Mr. Muscle cleans the toughest stains

Think strategically but not predictably.Think BrandingThink Positioning &Think direct Response

Branding, positioning & direct are the creative options that can have the greatest impact on sales, profits and the value of a company.

Branding is about telling your audience the same thing, all the time.This is who I am, my personality and story.

This is what I look like.

And this is what I can do for you.

A touch of Africa.

Positioning is about finding a niche in the prospects mind.And filling it with a slogan* that sticks.

Just Do it

Naturally

Direct response is about triggering an action that results in a sale.

Match the brief to the project.

A creative brief addresses issues that are specific to a given projectSo a single creative brief template wont work for every project

Create a persona to represent the target audience.

Give prospects and customers a voice in the creative brief.

I can tell you exactly what I like,What I dont like,And how to sell to me.

Some TV and Radio ADs

TV AD

TV AD

TV AD

Print Ads

MEDIA PLANNING&PROCESSES

Media Procedures:A brief /call report from Client Service department is sent to Media Dept.The brief should be explicit and straight to the point.

Media Procedures:The media department discuss the brief / call report to diagnose and find the best strategy to adapt for the clients request

3 major factorsTargetBudgetListenership/ Viewership

Media Procedures:Orders are raised to the selected media partners in exchange for a collaborated schedule.

Monitoring

Follow up & Collection of TCs

Media Procedures:With Print Ad insertions: Tear sheets are provided as proof of execution.

Monitoring

Follow up & Collection of TCs

Final Report

INTEGRATING THE MARKETING COMMUNICATION CHANNELS

IMC:Integrated Marketing communication helps in integrating all essential components of marketing to communicate similar messages to potential and existing end-users.

Shifts that enabled IMC:

Fundamental shifts in how companies market to consumers have made Integrated Marketing Communications possible.

The shift...

FromTraditional MarketingtoDigital/Interactive Marketing

FromMass MediatoSpecialized Media

FromLow Accountability in Marketing SpendtoHigh Accountability in Marketing Spend

FromLimited ConnectivitytoPervasive Connectedness

Elements of IMC:Newspaper insertsHoardings and banners BrochuresRadio or television advertisements,Press releasesDiscount couponsLoyalty clubs Membership clubs

PR ActivitiesSales promotional activitiesDirect marketing initiativesSocial networking sites (Face book. Twitter,), blogs and so on.

Importance of IMC:Consistent CommunicationTarget ReachTOMAReason to Believe

CREATIVITY IN ADVERTISING

Creativity in Advertising:Creativityis attheheartofeverythingwe do

Creativity in Advertising:Creativityis attheheartofeverythingwe do.

Its our abilitytotransformstrategicthinkinginto ideas

Creativitymeansbeingnovelandappropriate

Creativity in Advertising:3 main different stages:

CREATE:Itmeanstobringsomethingin tobeingandoriginateanewanduniqueidea.

CREATION:It is the process

CREATIVE:Thinking differently

Creativity in Advertising:3 aspects of Creativity are Most Accepted:

Creative processCreativepersonCreativesituation

Creativity in Advertising:4 Rules of Creativity:

1.Maketheproductrelevanttocustomer.2. Itshouldbepromisetothecustomer.3.Don'tletit standalone.4.Alwaysputproductatthecentreofthe commercial.

STRATEGIC BRAND MANAGEMENT

Creating and sustaining strong brand equity:The concept and practice of brand management in its totality.

MEASURING ADVERTISING EFFECTIVENESS

Measuring Advert Effectiveness:Simple formula: Return on Investment.

ROI evaluates cost against return

Measuring Advert Effectiveness:ROI= (R-CI) / CI x 100

R= Gross Margin (Sales revenue- Cost of Goods sold)

CI= Cost of Investment

Measuring Advert Effectiveness:The result is a ratio; the higher the ratio, the better the return. For example, say you decide to run a new direct mail campaign.

Measuring Advert Effectiveness:Other variables:

When campaign is integrated

Where campaign is discount sales

Dependent on type of campaign; awareness

Measuring Advert Effectiveness:You print 4,000 postcards and mail them to potential customers; the total cost of printing and mailing is GHC2,000.

As a result of the campaign you generate GHC9,500 in sales and GHC5,000 in Gross Margin. Simply do the math:

GHC5,000 - C2,000 = C3,000; C3,000 / C2,000 = 1.50, or 150%.

Your ROI on the direct mail campaign was 150%.

Measuring Advert Effectiveness:The key to evaluating advertising effectiveness is to work hard to determine where sales and revenue originated, at least in terms of the advertising you place.

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