Your audience will be members of the Adobe Creative Cloud team. The presentation is 15 minutes long (including Q&A). Your team is to examine brand insights and consumer insights and to propose a new social engagement strategy for the new generation of consumers. In order to do this, consider fluctuations in available industry data including mobile phone usage, social media usage, and consumer engagement. Your team should understand the expanding competition, evolving consumer trends, and best practices for fostering credibility, trust, and loyalty. After analyzing the insights outlined above, you are to propose a social engagement strategy that will promote Adobe’s Creative Cloud, tailored to the changing needs of their consumers.
Groups will be graded based on their analysis of:
Target Market: Identifies the current target market as well as potential targets. Analysis includes an understanding of current and forecasted demographic, psychographic, and behavioral attributes.
Emerging industry trends: A methodical analysis of relevant current trends in the industry and a projection of future trends.
Growing direct and indirect competition: A competitive analysis that is based on data and observations, specific to Adobe’s Creative Cloud software.
Integrated Marketing Communications (IMC): IMC strengthens the brand in the minds of the consumer and enhances a genuine connection with them. IMC also utilizes brand insights while leveraging current strengths and power position.
Social Activation Campaign: The social campaign identifies and connects with the target market while highlighting brand insights. IMC Integration into the social marketing strategy is clear and consistent. The “big idea” is creative, unique, and its marketing tactics consistently convey the meaning of the brand to consumers.
Presentation/Submission: Presentation (lecture sections only): Well rehearsed, flows well, visual aids (pictures, charts, etc.) are well utilized, meets the time limit, and all the criteria from the sections above are addressed and explained. Submission (All sections): Formatting is professional (college level), well organized, clearly labeling each of the criteria from the sections above, and the submission is free of typos and grammatical errors.
