Your task is to investigate about the communications of a brand and then to recommend a brand

communications strategy to STARBUCKS SINGAPORE. The idea is that you dig in the

communication activities of the brand and media, then evaluate them, and propose a strategy to

improve their brand communications. This is an individual written report that should be submitted

on 4th April 2022. It should consist of 3,800 words.

Elements to include in your report (Main body of the Report):

– Brand vision, mission, positioning

– Customer definition

– Media strategy

– TV Media and Social Media evaluation

• Does the media highlight the physical characteristics that the brand wants

to communicate?

• Does the media transmit clearly and persuasively the benefits of the

product?

• Does the media provide the right atmosphere to stimulate the emotions

sought in the target audience?

• Is this the primary/secondary media for the brand campaign?

• What is the purpose of the media?

• Visual auditing

▪ What is (visually) working or not working?

▪ Good images descriptions? Do they promote retention?

• Content auditing

▪ Is the content easy to read? Does it have short clear sentences? Is it

easy to skim through paragraphs?

▪ Is the right tone for the audience? Does it avoid redundant or awkward

placing of keywords?

▪ Analyses for the homepage, interior pages, blog posts, etc

(depending on the media)

▪ Analyses of call to actions, brand voice, consistency, media use, etc.

▪ What kind of content do we find?

• Performance and evaluation

▪ Follower growth, engagement rate, etc.

– Strategic objectives for the next five years

– Marketing communications strategy for the achievement of the objectives, detailing

the content strategy.

– Final recommendations

In addition to the above components, your final report should include all of the following:

Cover Page: Your final report should have a cover page with the report title, your name, and the

date.

Table of Contents: Table of contents for your report.

Main body of the Report: The main body of the report should not exceed 20 typewritten pages,

using font size 12, with line spacing of 1.5 and a one inch margin on either side (excluding

contents page, executive summary, references and appendices). Summary graphs, pie charts

and tables should be used selectively throughout the text to highlight the most important points.

Conclusion: This should not exceed one page.

References: A complete citation of all work/research of others referenced in your report should

be included in a list of references

Appendices: Supplementary data and illustrations may be appended.

The final grade will be based on the following criteria:

– Knowledge and understanding of key concepts.

– Creativity

– Analysis and level of argument.

– Extent of reading and references used.

– Suitable citation and referencing should be provided in accordance to APA formatting

guidelines.

– Structure and presentation of the submission, writing style.