Here you will find the briefing for the project work and your grades.
Project work briefing
Your task is to propose a communication plan for an image campaign titled “Priests and Nuns in Contemporary Society”.
Instructions:
- Form a team of 6-8 members; NO fewer then 6 members
- Give yourselves a name as an advertising agency;
- Read the briefing and organize your team work: who does what, and define the dead-lines, try to delegate something to each member;
- Prepare:
- a brief description of the perceived brand image of Catholic priests and nuns, according to your own experience and opinion. You may use Kapferer’s Brand Identity Prism to support your analysis;
- A brand value proposition statement;
- 2 buyer persona profiles (1 for the young target, another one for the taxpayer), with pain points
- A media strategy using Owned media, Earned and Paid media:
- Campaign insight, key message and storytelling ideas with example content (social post, short video concept, etc.);
- A campaign calendar with budget.
- Prepare a document (PPT, Keynote, Canva) of max 30 pages to present your work;
- Write in alphabetical order the members of your team in the email text
- Write down who did what and fill a peer-review chart, giving a mark from 0 to 5 to your teammates;
- The presentation must be sent by email before Saturday November, 15 12.00 P.M.(midnight) to s.romagnoli2@lumsa.it. Write the names of the members of your team in alphabetical order also in the email text.
- The in-class presentation of the best projects will take place during the last lesson, on November 20.