CREATIVE BRAND STRATEGY – PROJECT 1B
Week 1 – Week X
Feryn Juliesta Sulia (0336407)
Creative Brand Strategy
INSTRUCTIONS
PROJECT 1B
In this project, we are to propose a campaign or event for the local market to fulfil its need. As for that, and as for the coronavirus outbreak that's been happening, I'm proposing a music fundraising event to raise a donation for this predicament. I conducted the research using SWOT analysis, followed by underpinning the brand goals, stakeholders and its target audience.
FEEDBACK
Ms. Hsin said that there's a repetition in the brand values and brand personality.
FURTHER READING
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Event strategy and event plan are not the same. The strategy will direct how the business value from the event is generated, while the plan will mostly focus on implementation, actions to achieve the goals. There are a few steps to invent a strategy that needs to be considered to gain clarity and move forward in the planning.
– Envision desired future, to imagine the strategy by identifying the business goals of the event.
– Analyze context and environment, to understand where the brand or company stands. Identify who's the competitors to the brand, what kind of events they are running and who they have targeted the event to. How's the brand experience design, how and what do they communicating to the world with their events. What's our business distinctiveness and what events are happening in our industry. These will help us determine our differentiating assets and give us the necessary information to highlight the value of the event's brand experience.
– Determine planning costs and the event business value. Which will help to figure out how to achieve a positive ROI (return on investment).
– Recognize the key event stakeholders. Event's success depends on how well we manage to navigate these dependencies and ensure every stakeholder gets what they're expecting.
– Align the event with the company values and brand identity. The event mus embody your company's personality. Not only from the brand experience but also through the setting and the dynamics. It's important to understand what our brand values are and make sure we communicate them to the guests.
– Design the attendee experience you want to provide. For this, we would need to know type of attendee personas we want to attract and what their journey should look like. And this has to be related to the end results we want to achieve by planning the event. When creating the event strategies, we would want to distinguish the touchpoints people will have with the event and what we want them to experience (awe, curiosity, engagement, etc.)
– Assign accountability indicators. We need to foresee the outcomes and determine the notable requisites to achieve the desired ROI to make the event strategy attainable by knowing what makes us sure if the event was successful, what indicators needed to be measured, and who will be held accountable.
– Decide how the event will be communicated. Events need to have a communication strategy to predict their success. How an event is communicated to the stakeholders will be decisive in its impact and results.
At last, ground the vision and transform an event strategy into a plan. Add the specific actions to achieve goals. And each action drawn from the strategy must be aligned with the intentions. The strategy is our resources allocation framework, and the event plan, which includes tactics and actions, is how we'll be tangibly achieving what we have in mind.
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