Assignment 4


Points: 100 pts
Due dates:
Questions for Adobe Rep. – Mon., Apr. 2 in class
– Part 1 (Creative Brief) – Mon., Apr. 9 in class
– Part 2 (Campaign Document) Tues., Apr. 24 at 11:59 p.m.
– Presentations will take place in class during the week of April 23-27
Resources: Adobe Mobile Apps, Adobe Spark, Adobe Media Resources
Summary: Respond to the request from Adobe Incorporated for a customer engagement strategy to increase brand awareness and preference.


 


Creative Brief – Template (.doc)

Customer Engagement Process – Template (.doc)

Overview

For this assignment, you will work with a partner to develop a customer engagement strategy for the free mobile applications available from Adobe, Inc. First, your team will complete a creative brief based on online resources, resources provided by the client, and a brief interview with an Adobe representative. Based on your research you will develop a campaign creative concept and customer engagement strategy, which you will present to the client.

Teams

Resources

Research


PART 1

Task 1: Research

Your goals for the research portion are:

  • Understand the Client
  • Understand the Consumer/Customer

Your approach to research should include all of the following:

  • Research the Adobe brand and their mobile apps using the information available on Adobe.com
  • Search for recent news stories and trade articles about Adobe, their mobile applications, and their marketing strategy for universities.
  • Review the research, materials, and media assets provided by Adobe (Available on Apr. 2)
  • Research the interests, activities, and media use of college students.
  • Ask fellow students about their opinions and observations.

Client Interview:

On April 9, teams will have an opportunity to directly engage with a representative from Adobe to better understand their strategy, needs, and expectations related to this assignment. Prepare 3-5 questions you would like to ask the Adobe rep to help fill in the gaps in your research.

You do not need to turn in your questions or answers, but you should have them ready by Monday, April 9. You will use the answers to complete the creative brief.

Task 2: Creative Brief

Complete the creative brief template for Adobe mobile apps. The focus of your brief should be based on the products and customers identified in the request for a creative campaign, not Adobe, Inc. as a whole.

Formatting Guidelines

  • Use the template provided to complete the Creative Brief. Turn in your completed brief as a .docx file or link to a Google document.
  • Mockups of creative concepts should be developed using Adobe tools. Image files should be exported as a .pdf or .jpg and imported into the final presentation file.
  • Presentations should be created using Adobe Spark.

Step 1: Client & Customer – Use your research to complete the Client & Problem and Consumer/Customer sections of the Creative Brief.

Step 2: Strategy – What is the strategic approach our client should take to engage with this consumer or customer?

NOTE: Your Creative Brief is due in class on Friday, April 6. I will meet with each team individually to review their creative brief.

Turn it in

  1. Review your Creative Brief – check your visual layout and formatting. Also check grammar, sentence structure, and punctuation
  2. Log in to the 381 Blackboard, go to the Assignment Dropboxes section, and locate Assignment 4 – Part 1: Creative Brief
  3. Browse your computer for the Campaign Document file and attach it to the assignment. Or, if you used Google Docs, paste the URL into the comments section of the assignment.
  4. Select Submit

PART 2

Formatting Guidelines

  • Format: Use the steps and outline provided below to create a document using InDesign, Word, or Google Docs. Your final document should be a .pdf file.
  • Include your name, class section, and the title of your paper at the top of the first page of the document.
  • Font:  Times, Arial or Calibri in 10-12 pt. with headings no larger than 14 pt.
  • Spacing:  Single or double spacing is fine – page numbers required
  • Pages: 4-10 pages

Task 1: Creative Concept

Develop a new creative concept based on the Adobe brand and the strategic approach you defined in the Creative Brief.

Step 1: Ideation – Using your completed Creative Brief as your guide, work with your partner to develop creative concepts for the Adobe.

Step 2: Campaign Theme – Your creative theme should work at a campaign level so you can apply it to multiple media types.

Task 2: Customer Engagement Campaign Plan

Using the template provided, create a customer engagement plan that includes the five types of customer engagement and the three primary media types.

Task 3: Creative Examples

Your assignment is to create at least one media example for each of the customer engagement stages you define in your Customer Engagement Plan.

Task 4: Campaign Document

Create a campaign proposal document that includes key information from your creative brief, your customer engagement plan, and examples of your creative concept.

  • Client – key elements of their brand, competitive context, and the products the campaign will focus on
  • Audience – demographics, lifestyle, opinions about brand, specific insight
  • Strategic Change – what customer perceptions are we going to change, what actions will we inspire, and what outcomes will we produce?
  • Engagement – how will engage customers and inspire them to contribute to our goals.
    • This section should include your customer engagement process
  • Creative Concept – emotional basis, visual and creative basis
    • The overall creative theme for your campaign
    • Key messages and visual elements
    • 4-6 media examples, at least one for each stage of engagement.

Turn it in

  1. Review your Campaign Document – check your visual layout and formatting. Also check grammar, sentence structure, and punctuation
  2. Log in to the 381 Blackboard, go to the Assignment Dropboxes section, and locate Assignment 4 – Part 2: Campaign Document
  3. Browse your computer for the Campaign Document file and attach it to the assignment. Or, if you used Google Docs, paste the URL into the comments section of the assignment.
  4. Select Submit

Client Presentation

Create a 6-8 minute presentation using Adobe Spark and present it in class. Final presentations will take place the week of April 23-27. You should turn in your presentation separately from your Campaign Document.

Assignment Details – Presentation 4


Grading Criteria

Your main goal with this task is accuracy and completion. Using elements of the standard Concept Development & Creativity rubric – you will be graded on content, completion, and conventions. Your instructor is looking for the following criteria:

  • Design & Planning: The concept is well designed, planned, and executed. It demonstrates a cohesive solution.
  • Audience: Concept shows evidence of consistent attention to audience and purpose.
  • Graphics and Media: Photos, icons, and other artwork are used creatively and work together thematically.
  • Content and Messaging: Content is creatively written and cleverly presented. Message platform is evident throughout.
  • Convention: Grammar, spelling, punctuation, and capitalization are correct. No errors in the text.
  • Resource Documentation: Student(s) demonstrate evidence of documentation throughout digital assets where possible including giving credit to any websites, photos articles, blogs or other resources used.