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Shaping the Future of Brands
2012: Nissan 2011: JCPenney 2010: State Farm 2009: Century Council 2008: AOL® Instant Messenger™ 2007: Coca-Cola Classic 2006: Postal Vault 2005: Yahoo!
Challenge: Develop a $100 million dollar national, fully integrated marketing branding campaign to run from March 2013 to April 2014, with a focus on Multicultural Millennials designed to increase market share among all multiculturals.
Business Goals and Objectives:
Challenge: Develop a $100 million dollar proposal for a national, fully integrated marketing campaign to run from Feb. 2012 to Feb. 2013, designed to increase market share among females 25-34 years old.
Business Goals and Objectives:
Challenge: Develop a fully integrated marketing communications program, to continue to change Young Adults’ perceptions of the State Farm brand, moving beyond the previous “Now What?” campaign into branded communication.
Business Goals and Objectives: Overall goal is to gain State Farm’s fair share of the Young Adult market by changing the perception of State Farm among Young Adults, which will then lead to consideration of the brand and purchase.
For over 10 years The Century Council (TCC) has assisted colleges and universities with innovative strategies to combat illegal underage drinking on campus communities across the nation and to promote responsible decision making about drinking or not drinking more generally. It is well understood that it is against the law in the United States for people under the age of 21 to drink alcohol. Nevertheless, overconsumption of alcohol remains a major health and safety issue affecting college students on campuses across the United States.
In an effort to continue to contribute to the solution of alcohol abuse and related concerns on campus, The Century Council is engaging in the development of a national communications campaign that can, at the same time, be implemented on a single campus. THINK GLOBALLY—COMMUNICATE LOCALLY! The American Council on Education and the Ad Council will provide their expertise and assistance to the Council in its efforts to develop this campaign. The campaign’s goal is to develop an effective research-based communication strategy with a “menu” of creative tactics, at different budget levels, that can be presented to current and potential partners for implementation to combat dangerous overconsumption of alcohol on college campuses.
AOL® Instant Messenger™ (AIM) is currently the leader in the Instant Messaging space. Our goal is to build upon that success and converge the AIM and Social Media spaces in the consumer’s mind. For the last decade, AIM has been associated with messaging and your buddies. We want to extend the brand value we have achieved through messaging and expand it to our broader set of products in the social networking arena.
Using a combination of traditional and nontraditional forms of advertising, develop a $25 million marketing and strategy plan for September 2008 – August 2009 targeting men and women, ages 18–24.
Special focus should be placed on leveraging nontraditional marketing vehicles (viral, online, etc.) in order to reach the target demographic and optimize the budget. The campaign should fit with historical brand personality as suggested by brand positioning and attributes, and the budget provided should cover any investments needed for research, creative development, media buys, production, promotions and public relations.
Objective
By the end of the campaign, show the following changes among the online audience:
The challenge is to develop a recommendation for the implementation of a national, fully integrated 2008 (January 1- December 31, 2008) marketing campaign targeted at multicultural youth ages 13-24 for the Coca-Cola Classic brand. There are two overall objectives:
The Campaign should include (but is not limited to) the following elements of the marketing mix:
Postal Vault Systems, Inc. (PVS) manufactures a secure mailbox that helps prevent identity theft. With the heightened state of awareness and concern regarding identity theft, Postal Vault's unique "vault-like" storage and high capacity features will enable the brand to assume a leadership position in consumers' minds as they search for solutions to address their ever-growing concerns about identity theft.
Developing an integrated marketing communications plan ($17.5 million) inclusive of traditional and non-traditional advertising, media and promotional tools, with emphasis on non-traditional marketing approaches which will:
Building on the current "Life Engine" brand positioning, the challenge is to develop a $10 million national communications plan, in order to engage the youth audience (specifically teens age 13-17) and encourage trial/adoption and sharing of Yahoo!'s youth-relevant products. The plan should include advertising, partnerships, promotions and direct marketing as well as a recommendation on how to aggregate/modify Yahoo!'s exiting product offerings to best suit this audience.