In completing this task, you will demonstrate your ability to create engaging marketing stories that align with the brand, reach the target audience via relevant media channels, and make an emotional connection with the target consumer. You will brainstorm ideas, identify appropriate media channels, and develop a script to tell the brand story for a 30-second video advertisement. The scenario of the Octava Maravilla Company (OMC) presented in Task 1 will also be used for this task. There are key differences between the scenario for Task 1 and this task, so please read the attached “D375 Task 2 Scenario” carefully.
Scenario
Refer to the information in the attached “D375 Task 2 Scenario” in the Supporting Documents section.
Requirements
You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.
Tasks may not be submitted as cloud links, such as links to Google Docs, Google Slides, OneDrive, etc., unless specified in the task requirements. All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt).
Note: This performance assessment task requires analyzing information presented in images within the attached “D375 Task 2 Scenario.” To ensure fairness for all learners, Excel (.xlsx files) versions of these images are provided. The Excel documents for each image are attached to this performance assessment task as separate Excel documents: “Social Use by Age Chart,” “Social Use by Individual Chart,” and “Social Use by Location Chart.”
A. Write a brand positioning statement that aligns with the information provided in the scenario.
B. Using the information provided in the scenario, design thinking, and your brand positioning statement from part A, create a compelling brand story for a marketing campaign that aims to raise brand awareness and engagement for OMC’s company objectives by doing the following:
1. Develop a central theme for the brand story.
a. Describe a brand story idea for a marketing campaign that aligns with the central theme in part B1.
b. Explain how the brand story idea generated in part B1a connects with the target audience.
c. Describe the emotions that the brand story idea in part B1a should evoke in the target audience.
d. Explain the main story persona (hero) and how it successfully drives the brand story mission.
2. Using the brand story and central theme from part B1b and the brand style guidelines from the scenario, write a video script ( suggested length of 8 to 12 scenes) that can be used in a 30-second video advertisement for any broadcast or digital media to raise brand awareness and engagement, using the attached “D375 Video Script Template,” and by doing the following:
Note: You are not executing an actual video advertisement.
a. Identify the broadcast or digital media channel where the 30-second video advertisement could be placed to best reach the target audience.
b. Include a time stamp for each scene.
c. Describe the setting of the brand story for each scene.
d. Describe the actions occurring in the relevant scenes.
e. Describe the music in the relevant scenes and the emotions that are evoked.
f. Include the dialogue occurring in the relevant scenes.
g. Include the text that would appear on the screen that conveys the brand story for relevant scenes.
h. Explain how the script for the video advertisement can be repurposed for an additional channel other than the one identified in part B2a.
C. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.
D. Demonstrate professional communication in the content and presentation of your submission.
The post Create engaging marketing stories appeared first on Study Bloom.