Dust Studio: marketing communications, strategies, and tactics

Aim

Identify current reputation of the company through an analysis of its online materials.

Identify desired reputation of the company.

Set marketing, communications, and sales objectives using SMART goals.

Deliver a campaign that will assist in achieving the objectives.

Analyses

Thorough analysis of Dust Studio's online presence and promotional materials applying brand as product, person, and symbol framework.

Identification of the brand's reputations based on collected data

Target market and target audience identification

Competitor analysis

Setting communication objectives applying SMART goals and advising suitable marketing communication tools

Recommendations

The company was recommended to showcase their products at local farmer's markets, and developing promotional materials (leaflets) that would showcase its products.

Suitable fonts and colours that would best reflect the company's personality were recommended, along with utilising emotion in advertising.

Distribution method and placement of the leaflets and posters were also discussed, including the distribution time.

KPI were discussed and a survey was proposed to asses the changing brand reputation.

Materials

Printed poster concept

Digital poster concept

Product catalogue (leaflet) concept

The Dust Studio project was developed to fulfil the requirements of a marketing communications, strategies, and tactics course as a part of International Strategic Marketing MSc. The assignment received an "A" mark.

The feedback is as follows:

Aspects handled well …

Exceptional presentation.
A good attempt to collect relevant data.
Good and relevant objectives. They are linked with the situation, SMART and there is a good link between the marketing objectives and the integrated marketing communication objectives.
Good attempt to develop a communication schedule.
Good attempt to develop posters and promotional material.
Good use of theory to support the communication tactics decisions.
Good attempt to evaluate the campaign.