Scenario 1~3

3个案例的问答分析~

Scenario 1:

You lead communications for a manufacturer of women’s makeup from France. Your CEO charges you with the task of designing and executing the launch of the brand in the U.S. market and using the introduction of the brand as a means to build a large and engaged brand community for the future. What strategy do you design and deliver?
Objective:
The objective of scenario 1 is to design a new brand aiming at the US market. Meanwhile, it will expand the effect brought by this new brand on the customers in the US market. Moreover, it will build a large and engaged brand community for the future because of its differences from others.

Audience:
The main audiences are female consumers in the US market.
Press: fashion magazines and newspaper;
Influencers: For instances, those female consumers who prefer our new brand

Message:
Paris to New York 

Content:
A. News and some posters to announce the release of the new brand in the US market.
B. Some video publicity about the makeup: the content mainly emphasizes the effects on the consumers’ skin and their beauty.
C. Some accessible websites and after-sales service tel: in order to guarantee the quality of the products

Platform:
A. I will use Blog to realize the advertisements of our new brand. Some beautiful pictures reflecting our products will be shown on the blog. Besides, we will cooperate with those who have many blog fans especially those who do cosmetics work in order to expand the influence on the public.
B. I will use Facebook to promote our products by some posters. We will take advantage of Facebook to address the public’s concern about our products. Meanwhile, their questions can be answered in time. Moreover, they will promote our products in their friends circle by means of Facebook.
C. I will take advantage of Youtube to do some video publicity. Firstly, we will use our own video channel to play our video. On this channel, we will leave some links about our accessible websites and after-sales service tel. to the audience. They can find what they want about our products based on the links.
D. Some fashion magazines and newspapers will be chose to promote our products by means of posters and some beautiful imagines. In order to attract more consumers, we will invite some famous stars to promote our products. Meanwhile, we will leave some information about our accessible websites and after-sales service tel.

Scenario 2:
Your client is a major airline manufacturer.  They have retained you to help design a rebranding program to focus on their concern for the environment and emphasis on customer service.  Just as you begin to implement the major program elements in your plan, news breaks that your client’s planes may have some safety issues that have been uncovered in recent routine inspections.  You are asked to quickly shift gears and manage this issue for your client in a way that is both effective and in keeping with the overall branding program you had begun to implement.  What strategy do you recommend?

Objective:

The objective of scenario 2 is to help our client design a rebranding program to focus on their concern for the environment and emphasis on customer service. Besides, it will reduce the public’s worries about the safety issue. 

Audience:
The potential audiences cover those who often travel by airplane, such as the company employees, tourists and so on.

Message:
We will deal with all the problems if they are due to our unreasonable work. Do not worry, we are always on your side. 

Content & Platform:
A. We will take advantage of Facebook and Blog to rebuild the client’s brand. Our new brand will be named as “Intimate service is always with you”. Meanwhile, we will put our detailed ministrant items on the blog and Facebook pages in order to provide convenient access to our products for the consumers. Moreover, the consumers can give their feedbacks to us. Any questions will be answered in time.
B. We will promote our service concept about safety and environmental-friendly issue on the website. The public can learn about it in detail. At the same time, they can give their feedbacks to us on the website. Any questions will be answered in time as well. 

Scenario 3:
You lead communications for the global non-governmental organization (NGO) dedicated to developing programs to provide education and training to women in developing countries as a strategy to help women participate more fully in the global economy, fostering more stability, prosperity, and economic growth in the process.  You have been  charged with creating anational campaign in the US market to raise awareness, funds, and build a community of supporters who can be engaged over time. What strategy do you design?
Objective:
The objective of scenario 3 is to help women participate more fully in the global economy, fostering more stability, prosperity, and economic growth in the process. Meanwhile, it is to address the public concern about the women’ rights and situations in the developing countries.

Audience: 
The potential audiences are those who concern about the women’s situation and right including the enterprises in US. 

Content & Platform:
A. I will use the Twitter and Blog to do some promotion about our campaign. The public can learn about the purpose and the background of the campaign. Besides, we will introduce some details about our campaign including the detailed management of the campaign to the public. Moreover, the public can give their questions by means of the two communication tools. We will answer them in time. 
B. I will take advantage of Youtube to promote our campaign by video. We will produce some videos to promote our campaign. Based on Youtube, the public can learn about the background of the campaign quickly. 
C. On our website, we will set some links to organize the public’s devotions. Meanwhile, the public can learn about the direction of their devotions. Moreover, they can give their feedbacks online and their questions can be answered in time. 
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