Australian company Boost Juice is looking to diversify into opening a chain of cafés using an offshoot brand. This offshoot brand will target the same audience: health-conscious young people living an active ‘on the go’ lifestyle.
You are pitching for the business to manage its digital branding. You have been given two tasks for this pitch to prove you are worthy of the work. You have creative control over the name, logo, brand colours, aesthetics, etc.
This new café brand will be a stand-alone brand (does not reference Boost Juice). You will need to work the concepts of digital branding from the course into this real-world example to deliver quality work to win the pitch.
Objective
The purpose is to create an eye-catching and persuasive Academic Poster. This
poster will be used to support the Digital Marketing pitch contained in the web site and social media
posts. Your design should effectively communicate the product’s benefits, target audience, and unique selling points while incorporating the brand’s identity.
(example of Informational Posters; https://www.google.com/search?q=informational%20poster&tbm=isch&tbs=rimg:CYRAWE1I_1Js_1YVHOT93TNwVqsgIMCgIIABAAOgQIABAAwAIA4AIA&hl=en&sa=X&ved=0CBoQuIIBahcKEwjorfP0mJr_AhUAAAAAHQAAAAAQEw&biw=1209&bih=648. )
or Using Canava (https://www.canva.com/templates/?query=poster. )
Recourses: Book
Keller, K, & Swaminathan, V 2019, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, Pearson Education, Limited, Harlow. Available from: ProQuest Ebook Central.
1. CBBE Model
2. Justification of New Brand Elements
3. Digital Marketing Theories
4. Planned Evaluation of Social Media
5. Overall Presentation
Poster to feature
1- CBBE Model: Customer-Based Brand Equity model
• Does the poster clearly explain the CBBE model and how it applies to the brand being analysed?
• Has the poster identified the brand’s current level of Brand Equity according to the CBBE model?
• Does the poster propose strategies for enhancing the brand’s equity in each of the four dimensions of the CBBE model (Brand Salience, Brand Performance, Brand Imagery, and Brand Resonance)?
2- Justification of New Brand Elements:
• Does the poster clearly justify why new brand elements are needed?
• Does the poster explain how the new elements align with the brand’s positioning and value proposition?
• Has the poster provided evidence to support the effectiveness of the proposed new brand elements, such as consumer research or case studies from other brands?
3- Digital Marketing:
• Does the poster explain how the proposed New Brand Elements can be leveraged in digital marketing strategies to enhance the brand’s online presence and engagement with customers?
• Has the poster provided effective Analysis, Measurement and Evaluation of the proposed digital marketing strategies’ effectiveness.
4- Planned Evaluation of Social Media:
• Does the poster provide a clear plan for evaluating the effectiveness of social media marketing efforts?
• Does the poster identify the key metrics that will be used to measure success, such as engagement rates, click-through rates, or conversions?
• Has the poster proposed methods for analysing the data collected, such as A/B testing or multivariate analysis?
Overall Presentation:
• Is the poster visually appealing and well-organized?
• Does the poster effectively communicate the main points of the research concisely?
• Does the poster demonstrate an understanding of the relevant literature and research in the field?
Example
Eagle Boys Pizza is launching a new offshoot brand, “Gazza’s”, an Australian-themed fast-food restaurant.
The website for Gazza’s follows the new brand themes, colours, logos using a visually appealing and innovative design.
The website provides a seamless user experience that is easy to navigate and engages visitors. The website should include high-quality content highlighting the features and benefits of the new Australian-themed restaurant.
The website is simple, easy to navigate and consistent in branding whilst appealing to the target audience
______________
New café brand that Boost Juice is launching:
Headline: Introducing the new Boost Café, the perfect place for health-conscious young people on the go.
The Boost Café is a new, stand-alone brand that is part of the Boost Juice family.
It offers a variety of healthy and delicious food and drinks, including:
Breakfast items like smoothies, acai bowls, and granola parfaits
Lunch and dinner items like salads, wraps, and sandwiches
Coffee, tea, and other beverages
The Boost Café is located in convenient locations, making it easy for people to grab a quick and healthy meal on the go.
It is also a great place to meet up with friends or work on a project.
Call to action:
Visit your nearest Boost Café today and experience the difference!
Visuals:
The poster should feature a variety of visuals that highlight the brand’s identity and target audience. These could include:
A photo of a young person enjoying a healthy meal at the Boost Café
A logo that is modern and inviting
Colors that are bright and cheerful
A typeface that is easy to read
Overall, the poster should be visually appealing and well-organized. It should effectively communicate the main points of the research concisely and demonstrate an understanding of the relevant literature and research in the field.
Here are some additional details about the CBBE Model, Justification of New Brand Elements, Digital Marketing Theories, Planned Evaluation of Social Media, and Overall Presentation:
CBBE Model: The Customer-Based Brand Equity model is a framework for understanding how customers perceive a brand. It is based on four dimensions: Brand Salience, Brand Performance, Brand Imagery, and Brand Resonance. Brand Salience is the extent to which a brand is top-of-mind for consumers. Brand Performance is the extent to which a brand is perceived as delivering on its promises. Brand Imagery is the set of associations that consumers have with a brand. Brand Resonance is the emotional connection that consumers have with a brand.
Justification of New Brand Elements: The new brand elements for the Boost Café are justified by the need to create a brand that is distinct from Boost Juice. The new brand elements should be modern, inviting, and appealing to the target audience.
Digital Marketing Theories: Digital marketing is the use of digital channels to reach and engage customers. It can be used to build brand awareness, generate leads, and drive sales. Some of the most popular digital marketing channels include search engine marketing, social media marketing, email marketing, and content marketing.
Planned Evaluation of Social Media: The effectiveness of the Boost Café’s social media marketing efforts will be evaluated by tracking the following metrics:
Engagement rates
Click-through rates
Conversions
The data collected will be analyzed using A/B testing and multivariate analysis.
Overall Presentation: The poster should be visually appealing and well-organized. It should effectively communicate the main points of the research concisely and demonstrate an understanding of the relevant literature and research in the field.
