Theme Campaign

In my AMM 2300 Integrated Fashion Communications class, we had an exciting project that involved developing a multi-media campaign for a fictional business or an extension of an existing one. As part of the marketing department, our main goal was to brand and sell the products or services created by the merchants/designers.

For our project, my team and I decided to focus on an imaginary new album by Rihanna, which was highly anticipated as her "return" to music. We wanted to create a captivating marketing campaign that would support this strategic plan and engage the audience. Our objective was to maintain consistent themes and imagery throughout the campaign.

We then proceeded to describe the brand and the album, followed by a concise mission statement. To emphasize the unique selling points of the album, we conducted a situation analysis, highlighting its distinct features and why it stood out.

Next, we explored the target market, utilizing market segmentation techniques to identify the specific audience we aimed to attract. By defining our target market, we could tailor our campaign to their preferences and needs. Additionally, we outlined both short-term and long-term goals and objectives, providing a clear direction for our campaign. Our marketing strategy revolved around the 4 Ps: product, price, place, and promotion. We aimed to create a concept or theme that would resonate deeply with our target audience and build excitement around the album.

The core of our presentation consisted of various examples of integrated marketing communications (IMC) initiatives. I utilized Adobe tools to create visually appealing advertisements and media materials. These materials incorporated captivating images, compelling slogans, and Rihanna's logo to reinforce brand recognition.

Throughout the project, effective teamwork played a pivotal role in achieving excellence. We carefully developed a time/action plan and allocated responsibilities among team members. Regular meetings allowed us to stay connected, provide feedback, and make necessary revisions to ensure the success of our campaign.