1. First, post an image of your completed Media Mix diagram in the discussion. Underneath it, write a brief statement about the reasons that you chose the media that you’ve selected, and how the mix will be an effective strategy in promoting the company’s product or service.
My aim is to have a fun, cohesively integrated identity with exposure spread across multiple media platforms. “All brand innovation, whether for a website, a package, a product, an event, or an ad campaign, should be aimed at creating a positive experience for the user” (Neumeier 2013). A strong web and social media presence is part of the vision. MNii’s target audience is socially and environmentally conscious. A lot of the promotional pieces in the social media will be centered on local social events that are environmentally and socially supportive. There will also be a strong tie in to the Surfrider Foundation.
Creation of attractive, engaging, robust website, tablet and mobile apps with beautiful imagery that are fun and interactive will build brand recognition, encourage participation in events, and promote online shopping.
Print ads including newspaper and magazine ads will be an integral part of the campaign. Journalist David Williams reminds us “Let’s not forget that 21.6 million adults still read a printed newspaper each day. This is something we should not lose sight of as we journey through new technological advancements. Readers of magazines and newspapers have a unique relationship that is hard to replicate with other media. The digital journey we are now firmly on means that the additional opportunities for advertisers can be outstanding” (Williams 2014).
TV and radio advertisements will either be local cable channel spots promoting fun events, or product placement on shows that are filmed at beach locations.
The rebranding campaign will also include outdoor advertising formats for billboards, public transportation media boards, and posters that will tie in with the other promotional pieces, bringing them all together into a cohesive brand image.
References:
Neumeier, M. (2013). ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solutions. VitalBook file.
Williams, D. (2014). THE YEAR AHEAD FOR… Press. Campaign (UK), 28-29. Retrieved fromhttp://web.b.ebscohost.com.oclc.fullsail.edu