Branding Digital Audio & Video Production

Molly JacquesLeanna Marshall

Leslie TylerJosh Vester

Integrated Marketing Communication II

It began with a T-Shirt.

After conducting a focus group and several interviews we found there was a need to address the following: • A better student showcase,

improving the COM 400 experience for digital audio and video production students

• An effective way to reach our target audience through a well organized website and print media.

• The need for clarification and information for our target audience on the differences between Film Studies and the Department of Communication Studies.

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"The Consumer"

Target Buying Category:

"Who are we focussed on?"

Product Category: Undergraduate education in Communication Studies, specializing in video and media

production.

Group Description:• Prospective students (Incoming Freshmen, undecided

undergrads)• Departmental transfers• Parents• Community Members

Integrated Marketing Communication Plan

• Currently the digital audio and video production courses are not promoted in a way that is representative of our department’s cutting edge technology and hands-on experience.

• There is little information provided via the UNCW website• Difficult to attract incoming students without clarification

between our program and Film Studies.• Specific classes need to be showcased more effectively.

Currently the product fits the group but could be vastly improved through the recommendations in this IMC plan.

Does the Product Fit the Group?

The Department of Film Studies markets themselves effectively through their website and by using their reputation to their advantage, listing their technology, and providing students with information to help aid in their decision to join the major.

Through providing sufficient information, student showcases, and by branding our program appropriately we will be able to inform our target audience of the advantages of a Communication Studies major. We think an appropriate name that encompasses the video production and digital audio classes is Media Production Crew.

How Will the Competition Affect our Objectives?

• They get a hands on experience.

• Communication Studies is a broad major

• More of a collaborative model of teaching, rather than the traditional film school model.

• Getting out and being able to use the equipment, rather than critiquing films and learning theory.

What is the Competitive Consumer Benefit?

• By utilizing proper tools available such as an updated website and student work that showcases the talents developed in class, it will be easier for the students to believe in the benefit of studying video production.

How Will Marketing Communications Make the Benefit

Believable to the Consumer?

The video production crew is representative of the UNCW personality which is:• Driven

• Close-knit

• Laid Back (yet hard working)

• Self-Motivated• Eager to learn and expand their knowledge

beyond the campus walls.

What Should be the Personality of the Brand?

The goal of this communication plan:• Create awareness of the consumers of the

UNCW media production program and what it has to offer.

• Stress the importance of developing a brand identity.

Communication and Action

• We hope that the Direct Individual Study by a few members of our group will continue to develop and ultimately begin to implement the plan in the upcoming Fall semester.

o Creation of an informative website.

o Develop a showcase for the works of the media production crew.

o Assist in creation of tangible materials for creation of awareness.

• Another potential outlet for the development of the media production crew is through student organizations such as Teal TV.

Putting the Plan Into Effect

We should reach the our target audience through…

• Visitation days on campuso Majors Fairso Make the Most of Your Major

• UNCW websiteo COM Studies Website

• Media Production Crew's website• Print Materials

o Document discussing the differences between COM and Film Studies

Consumer Contact Points

• Survey alumni and prospective students.

o Legacy-minded individuals

o Successful graduates

• Interview current students.

o Find what is working for current students

• Continue to research other Universities and how they convey their messages to consumers.

o Keeping tabs on changing trends and constantly staying up to date

Future Research