bridging the gap by amanda von lohrman, morgan mcmurtry, janneth rodriguez, stephanie armstrong...
TRANSCRIPT
Wharton University Bridging The Gap
February 2016
WHARTON UNIVERSITY
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Team
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WHARTON UNIVERSITY
Team
Amanda Von Lohrman Art Director
Janneth Rodriguez Art Director
Daniela Rodriguez Art Director
Morgan McMurtry Art Director
Stephanie Armstrong Art Director
WHARTON UNIVERSITY
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Debriefing
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WHARTON UNIVERSITY
Debriefing
Deliverables 1. A More Visually Appealing Version of the Model, Vocabulary and Roadmap 2. 2-3 Minute Video 3. Overall Campaign With Coherent Design Assets
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Balance Leveraging the Gravitas and Value of the Wharton Brand Inspire the Audience to Take Action and Share Experiences
WHARTON UNIVERSITY
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Strategic insights
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Strategic insights
Insight Advertisers are typically associated as the “right brain,” whereas marketers are associated as the “left brain.” They both need to evolve into a hybrid in order to achieve a “win-win-win” situation.
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Strategic insights - KPI’s
Key Performance Indicators Success will be measured through the amount of book sales and shares of the deliverables.
WHARTON UNIVERSITY
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The BIG idea
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The BIG idea - Rationale
Bridging The Gap In order to succeed in today’s evolving market, entrepreneurs must shift from traditional practices and proceed to a more people centric point of view. We plan to portray Beyond Advertising’s Roadmap, Vocabulary, and All Touchpoint Value Creation Model in a concise way that encompasses this approach and motivates people to become masters of the new advertising era.
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The BIG idea - Creative platform
BRIDGING THE GAP Between advertisers and the people.
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Creative output
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Creative output
Campaign & Tangibles - An interactive poster that divides the sections of the Roadmap, Vocabulary, and All Touchpoint Value Creation Model into an easy to read and simple to follow format. - A promotional video that details the big idea, describes the features within the book and calls the audience to action. - - -
Print ads placed in professional magazines. An Interactive advertisement. Social Media Campaign 1. Compelling advertisements that speak to the people 2. Highlight their alumni 3. Share advertisements and campaigns that are using the books ideas 4. Details about the book.
A MI
WHARTON UNIVERSITY AM
I AD
SC HOO L
BR IE FI NG
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A MI
WHARTON UNIVERSITY AM
I AD
SC HOO L
BR IE FI NG
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A MI
WHARTON UNIVERSITY AM
I AD
SC HOO L
BR IE FI NG
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A MI
WHARTON UNIVERSITY AM
I AD
SC HOO L
BR IE FI NG
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A MI
WHARTON UNIVERSITY AM
I AD
SC HOO L
BR IE FI NG
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WHARTON UNIVERSITY
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Reflection
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What we learned from this case
Learning The world has become more dynamic and people are more empowered than ever to shape and question brands’ messages. This has created a gap between advertising and people’s wants and needs.
Advice
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WHARTON UNIVERSITY
Advice
Campaign Promotion and Continuation - Tap into current professional network of alumni and students in order to raise awareness.
- Maintain a unifying theme that encompasses the brand identity.
identity driven brand building®
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