Dear IMC Students,
As we have discussed this semester, true understanding of one’s brand is essential to the success of that brand. In the beginning of the year, I asked you to assess your initial impressions of your client’s brand, and to then evaluate your client’s impressions and feelings about their brand. In all cases, we worked toward mutual understanding and congruence between ourselves and the clients we serve. Many of you provided very clear directives for your clients- ensuring that they understood how to best position themselves in today’s marketplace. You helped them understand the importance of embedding their promise and connecting to target demographics. By consistently communicating their message in a clear and cohesive manner, you helped real-world small business enterprises understand how to remain competitive in today’s uncertain marketplace.
As we moved forward, we helped clients understand that there’s no such thing as a valid social media strategy without proper brand identity. As many of you know in working in your teams and with your three clients, you had to have an understanding of what their business stood for- and overall, what the overall brand promise was. We viewed examples of strong brand management campaigns that used advertising, marketing, sales promotion and public relations to best advantage. Clients visited with us on-site several times during the semester. We also met at the client’s places of business, where we made compelling presentations (to sometimes alter their opinions), directed photo shoots, analyzed operations and learned more about their business objectives. We also had no choice but to sample food and drink if so applicable. :)
Next, we looked at how to ensure IMC strategy integration either in print, TV, radio or online publishing, advertising, and more. Consistent messaging between Facebook, Twitter, YouTube and the web are what your clients and their consumers expect. In most cases, you helped the client get on-line and up and going with their social media, which was no small task. You also found time in your busy schedules and amidst all your client work, to analyze the IMC cases related to Muzak, TED (United) and Chevy.
Finally, you just spent three weeks enrolled in the Global On-Line Challenge for Google AdWords on behalf of your clients. You tested algorithms, monitored your campaign, wrote a pre-campaign strategy for your professor and your client’s approval (don’t forget your post-campaign strategies due on 5/2!). We used this week to make full team presentations to your client about your role in your client’s brand management, the lessons learned using the $200 you had to spend on their behalf with Google AdWords and your overall strategy going forward as you approach your final project preparation. Today, marks the last day of client visits for the semester. Congratulations!
Since I will be out on Friday (4/22) of this week, due to my mom’s surgery, my Department Chair-Professor Scott Hamula, will be coming in to take over class that day. Please make me proud!
Here’s what I will expect you to do that day: As is expected on days we’re not making presentations, welcoming guests or working in groups, you’ll log into your blog (that's this one, right here, in case you are I will be posing a series of questions related to Honeywell, which was named one of the “world’s most admired companies” by Fortune Magazine). You will be spending time evaluating this site:
http://www.honeywell.com/sites/brandM/brandMng.htm and questions posed after. All questions are to be addressed in class and submitted to me via Blackboard before the end of class. Please see Blackboard for details. Also, I have one person who is expected to be out on Friday. I will share that name with Scott for attendance purposes.
I'm sure since Scott is the branding guru- he will be able to help if questions arise! Thanks so much for all you've done this year. Enjoy class on Friday and have a great weekend. Also, don't be shy about talking to Scott about the Google AdWords campaign. I'm sure he'll be interested.
All best,
Michelle
