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MODERN MUSE PROMOTIONAL PLAN
MODERN MUSE PROMOTIONAL PLAN
Objective
Objective
Develop an integrated brand promotion plan by selecting a product from a given list that involves extensive market research, strategic planning, and marketing message creation. Craft a strong plan that successfully builds and maintains a brand's image and identity while effectively communicating its value proposition.
Develop an integrated brand promotion plan by selecting a product from a given list that involves extensive market research, strategic planning, and marketing message creation. Craft a strong plan that successfully builds and maintains a brand's image and identity while effectively communicating its value proposition.
Tools
Tools
Illustrator, Photoshop
Illustrator, Photoshop
Team Members
Team Members
Yesenia Bugarin, Pricilla Hernandez, Tiffany Ma, Arianna Pinedo-Raygoza
Yesenia Bugarin, Pricilla Hernandez, Tiffany Ma, Arianna Pinedo-Raygoza
Client
Client
Class Assignment
Class Assignment
The sPIN lamp by Modern Muse is a multifunctional lamp that offers a solution to limited workspaces. The lamp combines lighting, storage, and personalized expression, allowing consumers to stay organized easily.
*sPIN lamp product imagery taken and designed by Pelin Ozbalci
The sPIN lamp by Modern Muse is a multifunctional lamp that offers a solution to limited workspaces. The lamp combines lighting, storage, and personalized expression, allowing consumers to stay organized easily.
*sPIN lamp product imagery taken and designed by Pelin Ozbalci
The integrated marketing communications (IMC) plan outlines a one-year promotional strategy combining traditional, digital, and alternative marketing efforts to maximize reach and engagement.
The campaign aims to achieve the following objectives:
Raise brand awareness, achieving 60% recognition among our target audience.
Increase sales, with a goal of 45,000 units sold within 12 months.
Increase market share by 10%.
View the FULL PDF of Modern Muse's Promotional Plan here!
The integrated marketing communications (IMC) plan outlines a one-year promotional strategy combining traditional, digital, and alternative marketing efforts to maximize reach and engagement.
The campaign aims to achieve the following objectives:
Raise brand awareness, achieving 60% recognition among our target audience.
Increase sales, with a goal of 45,000 units sold within 12 months.
Increase market share by 10%.
View the FULL PDF of Modern Muse's Promotional Plan here!
Advertising Campaign Plan
Advertising
Campaign Plan
The advertising campaign focuses on elegance and functionality to position the multifunctional lamp as a must-have tool for creative professionals. Centered around the tagline "A Designer's Best Friend," the campaign highlights the lamp's versatility, stylish design, and practicality.
Key Messages (message themes):
Primary Theme: "A designer's best friend"
empowers users to create a calm and focused workspace, reduce stress and enhancing productivity, with this multifunctional desk lamp.
Supporting Messages:
" A functional piece of art"
"A trusty assistance"
"Your creative partner in action"
The advertising campaign focuses on elegance and functionality to position the multifunctional lamp as a must-have tool for creative professionals. Centered around the tagline "A Designer's Best Friend," the campaign highlights the lamp's versatility, stylish design, and practicality.
Key Messages (message themes):
Primary Theme: "A designer's best friend"
empowers users to create a calm and focused workspace, reduce stress and enhancing productivity, with this multifunctional desk lamp.
Supporting Messages:
" A functional piece of art"
"A trusty assistance"
"Your creative partner in action"
Media Selections
Media Selections
The campaign will leverage the following channels:
Digital Media
Meta (Instagram): Carousel posts and stories
Google Search Ads: Targeted keywords like "desk organizer," "table lamp," and "desk lamp."
Pinterest: Pin posts/ads
Traditional Media
Out-of-Home (OOH) Providers: Strategic advertising placements to capture audiences in high-traffic, public spaces
Alternative Marketing
Influencer/Content Seeding: Sending PR packages
Experiential Marketing Campaign
The campaign will leverage the following channels:
Digital Media
Meta (Instagram): Carousel posts and stories
Google Search Ads: Targeted keywords like "desk organizer," "table lamp," and "desk lamp."
Pinterest: Pin posts/ads
Traditional Media
Out-of-Home (OOH) Providers: Strategic advertising placements to capture audiences in high-traffic, public spaces
Alternative Marketing
Influencer/Content Seeding: Sending PR packages
Experiential Marketing Campaign
Creative Brief for Traditional Media
Creative Brief for
Traditional Media
Advertisement Type: Mall Billboard (Out-of-Home (OOH) Provider)
Target Audience: Ages 18-34
Tone: Self Expression, Convenience, Quality
Key Message: "Lighting, Storage, and Convenience—all within an arm's reach"
Desired Outcomes:
To position our brand as a leader in providing innovative, high-quality solutions for lighting and storage with our product's unique features and benefits
Illustrating that this product is a product that can fit seamlessly into the aspects of life such as home, at work, aesthetic decor, that appeals to audience desire and convenience.
Concept:
This campaign will target female audiences between the ages of 18-34. Our target audience values style and convenience and our campaign will aim to show how our product brings order into their busy working lifestyles. We want to promote our product without comparing to other brands or companies
Call-to-Action:
New limited collection, in high quality. Designed for those who love to create.
Advertisement Type: Mall Billboard (Out-of-Home (OOH) Provider)
Target Audience: Ages 18-34
Tone: Self Expression, Convenience, Quality
Key Message: "Lighting, Storage, and Convenience—all within an arm's reach"
Desired Outcomes:
To position our brand as a leader in providing innovative, high-quality solutions for lighting and storage with our product's unique features and benefits
Illustrating that this product is a product that can fit seamlessly into the aspects of life such as home, at work, aesthetic decor, that appeals to audience desire and convenience.
Concept:
This campaign will target female audiences between the ages of 18-34. Our target audience values style and convenience and our campaign will aim to show how our product brings order into their busy working lifestyles. We want to promote our product without comparing to other brands or companies
Call-to-Action:
New limited collection, in high quality. Designed for those who love to create.
Brand Identity
Brand Identity
Creating a company to house the sPIN lamp:
Modern Muse is an interior design studio that focuses on selling lights/lamps. The goal was to create an abstract logomark that combines features of the letter “m” and the shapes of lamps.
Ideation
Creating a company brand to house the sPIN lamp:
Modern Muse is an interior design studio that focuses on selling lights/lamps. The goal was to create an abstract logomark that combines features of the letter “m” and the shapes of lamps.
Ideation
Logo Exploration
Finalized Logo
Digital Media Ads
Digital Media Ads
Concept: Informative Instagram posts and store describing features of the lamp + a profile feed visual of how the brand identity would look on Instagram
*sPIN lamp product imagery taken and designed by Pelin Ozbalci
Rationale:
Message Strategy: Conative
Appeal: Scarcity - “limited launch”, date: December 9th / CTA: “visit Instagram profile” & “shop at modernmuse.com”
Executional Framework: Informative
Traditional Media Ad
Concept: OOH Campaign – Mall Billboard
An elegant, informative billboard introducing the sPIN lamp. Showcases how the lamp would look and seamlessly adapt within a home or office space.
*sPIN lamp product imagery taken and designed by Pelin Ozbalci
Rationale:
Message Strategy: Cognitive - Unique Selling Proposition - “a designer’s best friend” + the unique combination of function and beauty.
Appeal: Rationality
Executional Framework: Informative
