CAMPAIGN SAMPLE – Drink It! Beverage Company (Do-Over)

In COMSRAT 563, we were tasked with designing, implementing, and establishing metrics for a digital media campaign. For the semester-long project, I chose to create a company named DRINK IT! Beverage Company. In this Do-Over Prompt, I will introduce new campaign visuals as I am not entirely pleased with my previous release.

Original Logos

Do-Over

In COMSRAT 563, we were tasked with designing, implementing, and establishing metrics for a digital media campaign. For the semester-long project, I chose to create a company named DRINK IT! Beverage Company. In this Do-Over Prompt, I will introduce new campaign visuals as I am not entirely pleased with my previous release.

Problem and the goal

The original piece’s purpose was to establish a logo and color palette that can be of application to all campaign elements, including the website and social media. The original goal of the semester-long assignment two was to provide a research analysis of the following topics: Culture & Tone, Situational Analysis, Mini Competitor Review, Goals and Objectives, Core Messaging, Key Terms & Phrases, Brand Platform, Visual Identity, Audience Persona, and Customer Decision Process. For the Do-Over assignment in COMSTRAT 701, I will focus on adjusting the visual identity and logo.

Scope

The scope of the original assignment was to establish visual representations of a business or campaign initiative. The original artwork was part of a semester-long task, ultimately leading to the release of a blog post, an accessible website, an Instagram account, and a Facebook account with Drink It Beverage Company content. The original instruction includes consideration of the following: brand position, brand promise, brand drivers, and brand personality.

Brand Position

Drink it! wants to be perceived as unique, hip, fun, family-oriented, and community-driven. The drive-thru beverage brand, Drink It!, provides excellent customer service for low-cost non-alcoholic, and customizable drink options.

Brand Promise

Customers will receive high-quality service with beverages served at an efficient rate. Broad and evolving selections will be of the display through the online community furthermore social media engagement.

Brand Drivers

A laid-back culture with fast first-rate service, Drink it! promotes creativity and the art of beverage creation. No other business will provide customizable carbonated sodas with fresh fruit, syrups, purees, and other mix-ins at customer requests through a drive-thru in Libertyville, Illinois.

Brand Personality

Beverage advocacy! The ability to create and try new and healthy, affordable drink options on the go. Drink it! and the staff are committed to helping customers fulfill their beverage desires. An evolving menu of drinks will be provided based on local and national news keeping the brand relevant. Social media updates will keep consumers updated on new drink offerings. Libertyville, Illinois, has several large corporate competitors in the area. However, an emphasis on health and community is a unique commitment to an affluent working customer base.

Target audience

As this is a mock company, the campaign elements intend to be part of an on-going portfolio to attract new clients. The Do-Over artwork has been published on the following accounts:

The new do-over visual representations may appeal to Mary, the target audience persona.

Mary

  • 32
  • Mom
  • Wife
  • Midwestern Values
  • Driven
  • Family-Oriented
  • HR Manager
  • MBA

The target audience is millenials, like Mary. Mary is 30+, female, married, white, and lives in Libertyville, Illinois. In a town of +20,000, 51% are female. The young mother in Libertyville is white, with a median household income of $130,732 and internet savvy, with 90.6% of Libertyville residents subscribing to broadband internet (study 2014-2018). The mean travel time to work is 26.9 minutes as most working residents ages 16+ use a vehicle as transportation. (Census, 2019)

Concerning consumer motivations, Mary experiences frustration if the product isn’t proven and reviewed. Mary is a working mother and prefers convenience over superior quality. Money and time are the two most important commodities to Mary.

Process

After spending years in finance and health IT professionally, I enjoy using these educational assignments to practice and enhance my creative skills. As I hope to work with more businesses in the hospitality sector, this assignment allows me to develop my visual design abilities to assist future customers. To increase the brand appeal of DRINK IT! Beverage Company, I have decided to re-design a logo and campaign visuals. Utilizing Roboto font (Google Fonts) allows me to design professional visual media, including logos and campaign artwork, quickly in canva.com. My graphic art skills have come a long way since entering the MA program, and I’m excited to keep learning and practicing.  

Lessons learned

Before entering the MA program, I was under the impression that I should design my work in Adobe to meet industry standards. After the recommendation to develop visual art in canva.com, I understand the power of using a service like Canva or Adobe’s online products to share content across multiple channel platforms such as Instagram, Facebook, or the web. Before the original assignment, I have had only a handful of professional experiences in the hospitality industry. Getting an opportunity to step back after last semester and re-analyze the visual look of Drink It made me want to perform a do-over. Anecdotal feedback concerning the color palette of the original logo has been positive, yet input on the design of the logo has been met with mixed reviews.

The MA program stresses research. If Drink It ever becomes a real company, the next step after designing new logos and visuals may need to be focus groups to garner real consumer feedback around our target market. For this assignment, I have taken the opportunity to use what I learned in COMSTRAT 563 and continue to experiment with canva.com. Please feel free to contact me for additional visuals for the mock company website (blog), Instagram, Facebook, and HTML email, or visit the links in the HTML emails below.

Need help with a campaign? Contact me at anthony@manonplanet.com or send me a message below. 

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