Communication Strategies
“A client has approached you in order to design an integrated communication plan”
Client Background:
The client is a company which produces natural chemical free skincare products. Those are made using ingredients from around the world such as clays, herbs, essential oils, fruit extracts, floral waters and so forth.
The plan is to position the brand in the upper end of the market within the natural skincare sector. Therefore brand design needs to convey the following key elements: (you can choose to focus on some more than others but luxury is the key element).
– Luxury
– Sophistication
– A sense of ‘eliteness’
– Natural (chemical free)/ Pure
– Worldwide sourcing of the most rich powerful ingredients in the world
– High quality
– Result driven
– Worldwide ingredients meet western “art de vivre”
There may be an additional men’s line and so it is preferable not to be limited with a brand that restricts that.
Project objectives:
The aim of this project is to introduce a new natural skin care brand on the UK market which will later roll out to the European market. The objective is to create visibility among a certain segment of customers as outlined in the profile below. The goal is to grow this brand name so that it is immediately associated with quality, luxury remedies. It is a niche premium brand within the luxury market.
This brand is to create a cult, just like other brands that successfully created a strong customer loyalty. This is key, and so customers must feel unique and special. There are hundreds of natural skincare brands which claim to offer natural solutions, and so there is a need to create a powerful message.
Positioning
Natural skincare meets luxury. It’s a premium brand that is not excessively priced.
Values
Luxury
Quality
Honest/Ethical
Natural (Ingredients from around the world)
What is the brand about?
Bringing you the best ingredients from around the world
Luxury seeking
Result orientated
Who are we talking to?
20-45 years old women. Professional, independent, artists, travelers, enjoy the little luxuries in life. Healthy life style, enjoy luxury hotels, restaurants and cafes; they are well read and travelled. Those women would shop in Harrods, Harvey Nichols, Selfridges and other quality boutiques. Enjoy trying different cuisines from around the world. Like to shop in Swarovski from time to time; shop for leather goods and clothes from Chanel, Hermes. May have a membership in an exclusive gym and takes great care to eat healthy and stay in great shape. Some may prefer niche unknown brands that offer ultimate luxury and quality, and they would at times prefer the cache of those types of brands over the conspicuous bold brand logos. A typical consumer could be from any ethnic background, but is generally westernised, listens to jazz piano, some classical music, and rock type music. She enjoys attending musicals, and perhaps prefers organically grown food. Income bracket possibly is 45k and above. Invests a great deal on treatments and pampering.
Feel of communications
The brand needs to communicate emotionally and explain the science behind the product.
Tone of voice
Personal, warm, caring, gentle, honest and sexy.
What is the most important thing we need to communicate?
Natural ingredients meet luxury. The goodness from all over earth brought to customer’s fingertips to inspire them to take their skincare routine to another level, making it a part of their lifestyle. Educating them about some of the most interesting and powerful ingredients.
Your Task:
The client has come to you at a very early stage of the communication plan strategising. They will be seeking your expertise to build a powerful and integrated communication plan. The challenge is that you are only one among other competitors who are trying to win this contract. They too are putting forward campaign ideas in order to persuade this company to commission them. So your ideas need to be clear, creative, and original in order to win the competition.
Looking at each of the following situations the requirements include the following:
1. Name:
Create/coin five naming options (explain the inspiration and relevance and how that
helps position the brand. Refer to the lecture notes)
2. Logo:
Design a logo. What is the message behind it? How does it relate to the overall plan?
3. Slogan:
Create a slogan which you think will create impact
4. Message:
Create a short message which will be presented in the campaign
5. Print advertisement
Design the print advertisement creatively (refer to text book and lecture notes)
6. Media vehicles
Choose the media vehicles which you see appropriate to this case.
Grading Criteria:
Included in the grade are the following criteria:
1- The Report (each element required is equally important, here is a guideline)
– The campaign message
o Originality of the campaign message, slogan, and names
o Creativity of campaign tools and vehicles and the rationale behind choices
– Campaign design
o Appropriateness of the tools selected
o In depth discussion and Justification of decisions
– Print advertisement
o Creativity of the print advertisement
o The appropriate selection of print media vehicle
o Quality of the design and execution
– Overall reference and implementation of theory
o Clarity and understanding of theory used
2- The Presentation (also see attached grading sheet)
– Clarity
– Content
– Teamwork
– Presentation skills (this is about overall preparedness, self-presentation, eye contact, visual aids, general audience engagement, answering questions) Enthusiasm. You need to SELL your ideas!
Report Structure:
For the report, you are required to structure your document as follows:
– Cover page
– Abstract (a short paragraph on what the paper is about)
– Page content
– The report body
– Print advert
– Conclusion
– References
– Appendix (if any)
A note on Group Work:
Members of each group are expected to contribute equally to the assignment without creating unnecessary heavy workload on any particular group member. To achieve this, there will be an individual component to the group assignment. Each group is therefore required to provide a joint assessment of each group member’s contribution to the assignment in percentage terms (see Appendix 1). No individual assessment of one’s own contribution and/or other people’s contribution in percentage terms (unsigned by other group members) will be accepted. The group contribution sheet (Appendix 1) must be handed in at the same time as the assignment, signed by all group members. Any assignments are counted as late until the contribution sheet is handed in.
Students are encouraged to:
1. Bring to my attention (module lecturer) any problems in the group at an early stage.
2. Keep records of group assessment in the form of notes from group meetings, to allow a full evaluation of contribution and effort. This is highly important
3. Refer to the general information on the conduct of group assessment in your handbook for more information about group work.
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