Competency
Analyze customer-focused copy that resonates with the brand messaging architecture.
Scenario
You are a marketing coordinator for a beverage company. The marketing manager for Viteze, a new brand of vitamin drinks about to be launched, asks you to partner with the brand manager in developing an integrated marketing communications campaign. You and the brand manager have sent out both a newsletter and an email regarding the new product to your company to inform all interested personnel.
Leadership is now informed and on board, and the internal buzz is building. The time has come to put plans into action and draw attention from potential customers. As a next step, the brand manager asks you to use the brand architecture your group has developed to create a copy of materials that feature your new product in an integrated communication campaign. These materials should include: an “About Us” webpage, a radio spot, a print ad copy, and a press release. You may want to tailor your message for each piece to align tone with medium while maintaining consistency with brand architecture.
Instructions
Compose a customer-focused copy for an integrated communication campaign about your new product in the form of an “About Us” webpage, radio spot, print ad copy, and press release. Include a complete brand architecture in the copy.
Your copy should be 2-3 pages in length, written with professional language, and use proper spelling/grammar.
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