bridging the gap by amanda von lohrman, morgan mcmurtry, janneth rodriguez, stephanie armstrong...

Wharton University Bridging The Gap

February 2016

WHARTON UNIVERSITY

2 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016

Team

BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016 © Brandhome all rights reserved 3

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


Debriefing


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


Strategic insights


WHARTON UNIVERSITY

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.

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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.

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WHARTON UNIVERSITY AM

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BR IE FI NG


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WHARTON UNIVERSITY


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


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.

bridging the gap by amanda von lohrman, morgan mcmurtry, janneth rodriguez, stephanie armstrong...

Marketing