2. Creating digital campaigns for two years in the FMCG industry and across a
variety of other industries. I've aligned B2B along with B2C marketing goals
through concept as a junior brand strategist.
Knowing the target audience is not always as easy as it seems. Identifying new
customers, getting to know your existing customers, setting realistic targets,
developing effective strategies and exploring expansion opportunities have
been the many market research successes I have done for brands over the
past two years as a Market Research Intern.
3. BA Media Communication and Culture.
- Nelson Mandela University
BA Honours in Corporate
Communication - Nelson Mandela
University.
Marketing research Course - Udemy
Educational
Background
With the research in The Influence of
Digital Marketing Strategy On Millennial
Consumer Behavior In South Africa.
5. CLIENT:
WOODRIDGE COLLEGE.
PROBLEM :
Woodridge College, a private, co-educational school in Port
Elizabeth, Eastern Cape, South Africa, is looking into launching an
online school. Woodridge needed to know whether there is a risk in
damaging an existing school brand, should the online school be
backed by the “Parent” brand.
6. Research to see if there are any other existing schools that have
launched an online platform and are backed by an stablished
school name or are a standalone institution.
To advise Woodridge on the options that can be considered
with regards to using the Woodridge College brand equity or
not.
Find out how we can position Woodridge Online as a top online
learning school.
OBJECTIVE:
ABOUT RESEARCH:
Research tool: Desktop Research
7. St Stithian College is an existing example of an on campus and online school that are
affiliated with one another in identity.
The St Stithian college is prestigious which resulted in their online school following suit.
Woodridge College is a well established high school and the possibility of having an online
school linked to the Woodridge name will have great outcomes that outweigh the bad.
There is no existing example of a school that is completely separate from its online school
and not affiliated in any way, through research, the only examples of those would be the
independent online schools Evolve Online & Teneo.
POSSIBLE POSITIONING 1
Woodridge online, affiliated to Woodridge – slightly separate CI but still linked to the school.
POSSIBLE POSITIONING 2
Completely separate from Woodridge – separate name – separate CI – not affiliated at all.
8. Eagle House college and Praxis Online School are an example of an existing on
campus and online high school that have separate identities but the online school
affiliates itself with the parent school Eagle House by making mention that Eagle
house is one of the many Partners.
Eagle House is one of the top independent schools that perform well according to
the certificates they get awarded every year. Praxis mentions on their website that
they make use of the same learning management system as Eagle House school
which results in them performing just as excellent.
POSSIBLE POSITIONING 3
Separate name, separate CI, but affiliated with Woodridge i.e. ‘a Woodridge school’
OUTCOME.
The best outcome for Woodridge would be to launch an Online school that will be
affiliated with the parent school in order to benefit from the Woodridge brand equity.
9. CLIENT:
FIRST CHOICE .
PROBLEM:
First choice had a campaign idea that could potentially cause
backlash should the audience not receive it the way it was
intended.
10. OBJECTIVE:
Gather opinions/responses from the audience to find out how they feel about
the DNA campaign, what they understand about the message behind the ad
and if they can make out what the ad is about?
ABOUT RESEARCH:
Research tool: online surveys.
A survey with the campaign visual accompanied by questions was sent out to
50+ respondents who responded as authentically and as honest as possible.
11. The respondents were not very intrigued by the campaign visual.
It took a little more explaining to make people understand what the
idea behind the execution was.
The emotion received from the ad was more confusion than anything.
The respondents of the ad took no offence to the campaign visual.
RESULT:
12. The people/faces that will be chosen to represent the ad will have to be
strategically chosen to tie in with the campaign.
We should look at making the copy more personal , perhaps speak to
specific heritages , so as to evoke emotions.
Communication regarding ancestral DNA should be communicated
clearer to elaborate on the concept idea
SUGGESTIONS/OUTCOME
13. CLIENT:
FIRST CHOICE
PROBLEM:
The brand had already rolled out a campaign for sustainability in 2020, They
needed assistance with concepts on how they can roll out a second
sustainability campaign.
14. PROBLEM:
The brand had already rolled out a campaign for sustainability in 2020, They needed
assistance with concepts on how they can roll out a second sustainability campaign.
OBJECTIVE:
Assess the effectiveness of the first sustainability campaign. Look at case studies and
best practices of current /recent sustainability campaigns being run.
ABOUT RESEARCH:
Research tool: Online Survey
OUTCOME:
The client should roll out another sustainability campaign because their target market
cares for acts around sustainability. The second sustainability campaign should be
rolled out completely different from the first to create further engagement from the
market.
15. CLIENT:
FIRST CHOICE .
PROBLEM:
First choice had a campaign idea that could potentially cause backlash should the
audience not receive it the way it was intended.
16. PROBLEM:
The client wanted to
rebrand.
OBJECTIVE:
The Objective is to understand Easigas’ current online activity in comparison to others,
to provide a platform for positioning the client in their rebrand as well as take their
online presence to the next level.
ABOUT RESEARCH:
Research tool: Online Survey
17. Afrox and Easigas are the brands that came out as well known in the survey.
Accessibility, affordability and trust are the few words that come to mind when
people think of brands like Easigas and Afrox.
Consumer behaviour is controlled by variables such as prices, accessibility and
convenience.
Most people in the survey buy their gas at a garage because it's easily accessible
and it's open 24 hours.
People who purchase gas cylinders in the household don’t belong to a specific
audience group. The responsibility of buying the gas cylinders is different for each
household.
SURVEY RESULTS:
18. Through the use of various touchpoints of communication(online included)
Easigas can build brand equity.
By making the Easigas product readily and easily accessible, we can create an
opportunity of exponential market growth for Easigas. This can be done by
strengthening relationships with garages (most prominent distributor
according to the survey) and having creative print ads across all garages to
engage more with the audience.
OUTCOMES:
