Created byBrian McClain
1 views0 downloads
New Product Launch: Branding & Advertising Strategy
Grade 11Other12 days
★★★★★
4.0 (1 rating)Branding StrategyAdvertising CampaignProduct LaunchTarget AudienceVisual IdentityProduct PackagingGreen Marketing
📝
Inquiry Framework
Question Framework
Driving Question
The overarching question that guides the entire project.How can we develop a creative and legally sound branding and advertising strategy, including packaging, that effectively launches a new product, considering its life cycle, target audience, and environmental impact?Essential Questions
Supporting questions that break down major concepts.- How does understanding the product life cycle inform our advertising campaign?
- In what ways can we use advertising and public relations to build excitement for our new product?
- How do legal considerations like copyright and fair use impact our advertising strategy?
- What role does creativity play in making our product stand out in the market?
- How can we use different media formats to effectively reach our target audience?
- How does our branding strategy reflect the values and mission of our product?
- How can we create packaging that is both visually appealing and environmentally responsible?
Standards & Learning Goals
Learning Goals
By the end of this project, students will be able to:- Develop a comprehensive branding strategy for a new product.
- Create visually appealing and informative product packaging.
- Design advertisements for various media platforms.
- Incorporate legal considerations (copyright, fair use) into the advertising strategy.
- Understand and apply the product life cycle to the campaign process.
- Effectively communicate the branding strategy in a presentation.
- Integrate green marketing principles into the advertising strategy.
Creative Concepting in Advertising
1
Primary
Explain why creativity is important in advertising.Reason: This standard directly addresses the importance of creativity, which is central to developing a successful branding and advertising strategy.
2
Secondary
Explain how the creative process supports an existing brand.Reason: While the project focuses on a new product, understanding how the creative process supports existing brands provides a foundation for brand development.
3
Secondary
Describe the creative process in an advertising agency.Reason: Understanding the advertising agency's creative process helps students contextualize their own creative work within a professional framework.
4
Primary
Describe the creative guidelines for a media format.Reason: This standard ensures that students consider the specific requirements and best practices for different advertising media.
5
Primary
Examine the use of advertising and public relations by marketers.Reason: This standard is directly relevant to the project's goal of crafting a comprehensive branding and advertising strategy.
6
Primary
Explain the significance of copyrights, Creative Commons, and Fair Use in the advertising industry.Reason: Legal considerations are a key part of the project, making this standard highly relevant.
7
Primary
Develop a branding strategy for a new or existing product.Reason: This is the core activity of the project, making it the most relevant standard.
8
Primary
Explain how the product life cycle influences the campaign process.Reason: The product life cycle is a key factor in developing the advertising campaign.
9
Primary
Create advertisements utilizing computer graphics, various platforms, layout, storyboards, etc., for selected media such as broadcast and print.Reason: This standard focuses on the practical creation of advertisements, aligning directly with the project's output.
10
Primary
Explain branding considerations for product packaging.Reason: Product packaging is a specific element of the branding strategy, making this standard highly relevant.
11
Primary
Demonstrate appropriate communication skills for delivering a presentation on an advertising campaign element.Reason: Students will present their branding strategy, making communication skills essential.
12
Primary
Explain the emergence of green marketing as an advertising strategy.Reason: The project incorporates environmental impact, making this standard relevant to the overall strategy.
Entry Events
Events that will be used to introduce the project to students'Brand Graveyard' Analysis
Students visit a mock 'brand graveyard' showcasing real-world examples of failed product launches and rebrands. Analyzing the reasons behind these failures allows them to identify critical branding pitfalls and understand the importance of strategic creative concepting.📚
Portfolio Activities
Portfolio Activities
These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.Activity 1
Brand Persona Blueprint
Students will define the target audience and ideal consumer for their new product. This involves creating a detailed persona that includes demographics, psychographics, needs, and motivations. This persona will guide all subsequent branding and advertising decisions.Steps
Here is some basic scaffolding to help students complete the activity.1. Conduct market research to identify potential target audiences for the new product.
2. Analyze the research data to identify key demographic and psychographic characteristics of the target audience.
3. Develop a detailed 'Brand Persona' document outlining the ideal customer: Include name, age, occupation, lifestyle, values, needs, pain points, and media consumption habits.
4. Present the Brand Persona to the class and receive feedback on its clarity and relevance.
Final Product
What students will submit as the final product of the activityA comprehensive 'Brand Persona' document that serves as a reference point for all branding and advertising decisions.Alignment
How this activity aligns with the learning objectives & standardsAligns with Learning Goal 1 (Develop a comprehensive branding strategy), Standard 7 (Develop a branding strategy) and Standard 5 (Examine the use of advertising and public relations by marketers).Activity 2
Logo & Visual Identity Exploration
Students will brainstorm and sketch potential logos, color palettes, and visual elements that represent the brand's personality and values. They will explore different design styles and typography to create a unique and memorable visual identity.Steps
Here is some basic scaffolding to help students complete the activity.1. Brainstorm keywords and concepts that reflect the brand's personality, values, and unique selling proposition.
2. Research existing logos and visual identities in the product category, identifying trends and opportunities for differentiation.
3. Sketch multiple logo variations, experimenting with different shapes, symbols, and typography.
4. Develop a color palette that evokes the desired emotions and associations for the brand.
5. Create a visual identity style guide that outlines the brand's logo, colors, typography, and imagery guidelines.
Final Product
What students will submit as the final product of the activityA visual identity style guide that defines the brand's logo, color palette, typography, and imagery guidelines.Alignment
How this activity aligns with the learning objectives & standardsAligns with Learning Goal 2 (Create visually appealing and informative product packaging), Standard 9 (Create advertisements utilizing computer graphics) and Standard 10 (Explain branding considerations for product packaging).Activity 3
Packaging Design Challenge
Students will design the product packaging, considering both aesthetic appeal and practical functionality. They will explore different packaging materials, shapes, and sizes, while also incorporating branding elements and legal requirements.Steps
Here is some basic scaffolding to help students complete the activity.1. Research different packaging materials and their environmental impact.
2. Sketch packaging designs that are both visually appealing and functional.
3. Incorporate the brand's logo, colors, and typography into the packaging design.
4. Ensure the packaging design complies with all relevant labeling and legal requirements.
5. Create a prototype of the packaging design using appropriate materials.
Final Product
What students will submit as the final product of the activityA prototype of the product packaging that incorporates branding elements, functional design, and legal requirements.Alignment
How this activity aligns with the learning objectives & standardsAligns with Learning Goal 2 (Create visually appealing and informative product packaging), Standard 10 (Explain branding considerations for product packaging), and Standard 12 (Explain the emergence of green marketing as an advertising strategy).Activity 4
Advertising Campaign Blueprint
Students will develop an advertising campaign strategy that includes identifying key messages, selecting media channels, and creating sample advertisements for different platforms. This will incorporate understanding the product lifecycle.Steps
Here is some basic scaffolding to help students complete the activity.1. Define the key messages that will be communicated in the advertising campaign.
2. Select the most appropriate media channels to reach the target audience.
3. Create sample advertisements for different media platforms (e.g., print, digital, social media).
4. Develop a media schedule that outlines when and where the advertisements will be placed.
5. Determine how the campaign will evolve through the stages of the product lifecycle.
Final Product
What students will submit as the final product of the activityA comprehensive advertising campaign strategy document that includes key messages, media channels, sample advertisements, and a media schedule.Alignment
How this activity aligns with the learning objectives & standardsAligns with Learning Goal 3 (Design advertisements for various media platforms), Standard 4 (Describe the creative guidelines for a media format), Standard 5 (Examine the use of advertising and public relations by marketers), Standard 8 (Explain how the product life cycle influences the campaign process), and Standard 9 (Create advertisements utilizing computer graphics).Activity 5
Legal Eagle Ad Review
Students will research copyright, fair use, and other legal considerations relevant to advertising. They will then analyze their advertising campaign to ensure it complies with all applicable laws and regulations.Steps
Here is some basic scaffolding to help students complete the activity.1. Research copyright, fair use, and other legal considerations relevant to advertising.
2. Analyze the advertising campaign to identify any potential legal issues.
3. Revise the advertising campaign to ensure it complies with all applicable laws and regulations.
4. Document all sources and permissions obtained for copyrighted materials.
Final Product
What students will submit as the final product of the activityA legal compliance report that documents the research, analysis, and revisions made to ensure the advertising campaign complies with all applicable laws and regulations.Alignment
How this activity aligns with the learning objectives & standardsAligns with Learning Goal 4 (Incorporate legal considerations into the advertising strategy) and Standard 6 (Explain the significance of copyrights, Creative Commons, and Fair Use in the advertising industry).Activity 6
Pitch Perfect Presentation
Students will prepare and deliver a presentation pitching their branding and advertising strategy to a panel of judges. They will need to clearly and persuasively communicate their ideas, demonstrating their understanding of the project's learning goals and standards.Steps
Here is some basic scaffolding to help students complete the activity.1. Develop a presentation outline that covers all key aspects of the branding and advertising strategy.
2. Create visually appealing presentation slides that support the presentation.
3. Practice the presentation to ensure a smooth and confident delivery.
4. Prepare to answer questions from the panel of judges.
5. Deliver the presentation to the panel of judges and receive feedback.
Final Product
What students will submit as the final product of the activityA well-delivered presentation pitching the branding and advertising strategy to a panel of judges.Alignment
How this activity aligns with the learning objectives & standardsAligns with Learning Goal 6 (Effectively communicate the branding strategy in a presentation) and Standard 11 (Demonstrate appropriate communication skills for delivering a presentation).🏆
Rubric & Reflection
Portfolio Rubric
Grading criteria for assessing the overall project portfolioBrand Persona Blueprint Rubric
Category 1
Market Research & Analysis
Focuses on the quality and depth of market research conducted to inform the brand persona.Criterion 1
Research Quality
Evaluates the validity and reliability of the market research sources.
Exemplary
4 PointsMarket research demonstrates exceptional depth, using diverse and highly credible sources to provide a comprehensive understanding of the market.
Proficient
3 PointsMarket research is thorough and uses credible sources to provide a good understanding of the market.
Developing
2 PointsMarket research is adequate but lacks depth or uses less credible sources, resulting in a limited understanding of the market.
Beginning
1 PointsMarket research is minimal or relies on unreliable sources, providing little to no understanding of the market.
Criterion 2
Data Analysis
Assesses the accuracy and insightfulness of the data analysis used to identify key characteristics of the target audience.
Exemplary
4 PointsData analysis is insightful and accurately identifies key trends and patterns in the market research, revealing a deep understanding of the target audience's needs and motivations.
Proficient
3 PointsData analysis is accurate and identifies key characteristics of the target audience.
Developing
2 PointsData analysis is basic and may contain inaccuracies or miss key characteristics of the target audience.
Beginning
1 PointsData analysis is incomplete or inaccurate, failing to identify key characteristics of the target audience.
Category 2
Brand Persona Development
Focuses on the creation of the brand persona document and its key components.Criterion 1
Persona Clarity
Evaluates the clarity and coherence of the brand persona document.
Exemplary
4 PointsThe Brand Persona is exceptionally clear, detailed, and coherent, providing a vivid and well-articulated representation of the ideal customer.
Proficient
3 PointsThe Brand Persona is clear, detailed, and coherent, providing a good representation of the ideal customer.
Developing
2 PointsThe Brand Persona is somewhat unclear, lacking detail or coherence in some areas.
Beginning
1 PointsThe Brand Persona is unclear, lacking detail and coherence, making it difficult to understand the ideal customer.
Criterion 2
Persona Relevance
Assesses the relevance of the persona's characteristics to the product and target market.
Exemplary
4 PointsThe Brand Persona's characteristics are highly relevant to the product and target market, demonstrating a deep understanding of their needs, motivations, and behaviors.
Proficient
3 PointsThe Brand Persona's characteristics are relevant to the product and target market.
Developing
2 PointsThe Brand Persona's characteristics are somewhat relevant to the product and target market, but some aspects may be misaligned.
Beginning
1 PointsThe Brand Persona's characteristics are largely irrelevant to the product and target market.
Criterion 3
Comprehensiveness
Evaluates the extent to which the brand persona incorporates all necessary elements (demographics, psychographics, needs, motivations, etc.).
Exemplary
4 PointsThe Brand Persona is exceptionally comprehensive, including detailed information on demographics, psychographics, needs, pain points, values and media consumption habits creating a holistic view of the ideal customer.
Proficient
3 PointsThe Brand Persona is comprehensive, including information on demographics, psychographics, needs, and motivations.
Developing
2 PointsThe Brand Persona is incomplete, missing key elements such as psychographics or motivations.
Beginning
1 PointsThe Brand Persona is very basic and lacks essential information such as demographics or needs.
Category 3
Presentation & Feedback Integration
Focuses on the student's ability to present the brand persona and incorporate feedback.Criterion 1
Presentation Quality
Evaluates the clarity and persuasiveness of the presentation.
Exemplary
4 PointsThe presentation is exceptionally clear, engaging, and persuasive, effectively conveying the brand persona and its relevance to the product.
Proficient
3 PointsThe presentation is clear and persuasive, effectively conveying the brand persona and its relevance to the product.
Developing
2 PointsThe presentation is somewhat unclear or unpersuasive, making it difficult to understand the brand persona and its relevance to the product.
Beginning
1 PointsThe presentation is unclear and unpersuasive, failing to convey the brand persona or its relevance to the product.
Criterion 2
Feedback Integration
Assesses the extent to which feedback was incorporated into the final brand persona.
Exemplary
4 PointsFeedback is thoughtfully integrated into the final Brand Persona, demonstrating a clear understanding of the suggestions and their positive impact on the persona's effectiveness.
Proficient
3 PointsFeedback is appropriately integrated into the final Brand Persona.
Developing
2 PointsSome feedback is incorporated into the final Brand Persona, but some suggestions are missed or misunderstood.
Beginning
1 PointsLittle to no feedback is incorporated into the final Brand Persona.
Reflection Prompts
End-of-project reflection questions to get students to think about their learningQuestion 1
Reflecting on the entire product launch project, what was the most surprising or unexpected challenge you encountered, and how did you adapt your branding and advertising strategy to address it?
Text
Required
Question 2
Now that you've completed the 'Brand Persona Blueprint,' how has your understanding of the target audience evolved, and how did this refined understanding impact your subsequent design decisions for the 'Logo & Visual Identity Exploration' and 'Packaging Design Challenge?'
Text
Required
Question 3
Considering the 'Advertising Campaign Blueprint,' if you had the opportunity to launch this product in the real world, what adjustments would you make to your media schedule and advertising content based on what you've learned about the product life cycle and emerging advertising trends?
Text
Required
Question 4
In the 'Legal Eagle Ad Review,' what was the most significant legal consideration you identified, and how did you modify your advertising campaign to ensure compliance while still maintaining the creative vision and brand messaging?
Text
Required
Question 5
Looking back on the 'Pitch Perfect Presentation,' what specific feedback from the judges had the most significant impact on your understanding of effective communication in advertising, and how will you apply this learning to future presentations and pitches?
Text
Required
Question 6
To what extent do you think your final branding and advertising strategy effectively integrates 'green marketing' principles, and what specific steps could be taken to further enhance the product's environmental responsibility and appeal to eco-conscious consumers?
Text
Required