The document provides information about a digital marketing manager position. The role will involve managing digital marketing strategy across Europe and leading growth from a digital perspective. Responsibilities include delivering marketing campaigns through digital channels like email, websites, paid search, display ads, SEO, and marketing automation. The position requires knowledge and experience using various digital marketing channels in a business-to-business environment. Most digital marketing executives in the UK are female and the role may require some travel to meet with clients.

1. Irn-Bru
BENJAMIN FAHEY

2. Info-graphic Research:
• You will be accountable for managing and executing the digital marketing strategy across EMEA. This is a fantastic position for someone
who is seeking a strategic role but doesn’t mind rolling their sleeves up when the time calls for it. Knowledge and experience across all
digital marketing channels in a B2B environment is crucial as you will lead the growth of the company from a digital standpoint.
• Responsible for delivering marketing communications campaigns through digital channels to maximize the effectiveness of web sites
and digital communications to drive ROI including Email Marketing, Web management, digital advertising (PPC, Display, remarketing),
SEO, Marketing Automation, Management of Corporate Websites, Creating and maintaining digital marketing dashboards and Agency
management for web and digital asset development.
• 53%of Marketing Executives in the UK are Female
• Agency Management experience;
• You’ll usually work between 40 and 48 hours a week for managers and directors an around 20-28.
You’ll work from an office but spend much of your time attending meetings and travelling to meet clients, who
may be based overseas.
• 81% of the world has internet access.
• Most located in and around London.
• Starter: £55,000 to £70,000
• Experienced: £75,000 to £100,000
• Highly Experienced: £100,000 or more.

3. Info-graphic Bibliography:
Anon (2017)
Digital Marketing Manager
Available: https://www.reed.co.uk/jobs/digital-marketing-manager-digital-
marketing/32967217?source=searchResults#/jobs?keywords=digital+marketing.
Last accessed 12th Sep 2017.
Anon (2017)
Marketing Director
Available: https://nationalcareersservice.direct.gov.uk/job-profiles/marketing-director.
Last accessed 13th Sep 2017.
AGCAS Editors (2015)
Marketing Executive
Available: https://www.prospects.ac.uk/job-profiles/marketing-executive
Last accessed 13th Sep 2017.

4. Info-graphic:
Put your info-graphic design work here.

5. Research:
Describe how you located, retrieved and stored information:

6. Client research:
These are some of the pre-existing print adverts for Irn- Bru as
well as the basic information from YouGov profiler about the
consumers of Irn-Bru.
When thinking about the consumers and the adverts in
relation to each-other, the adverts seem to be very well suited
to the audience and contain styles of humour which should
appeal to them.

7. Client research:
The Irn-Bru adverts are very narrative driven usually with realistic and funny storylines but sometimes less realistic and
more strange.
The adverts usually portray the idea of Irn-Bru making a person happy when they shouldn't be (as seen in the advert with
the New Fella and the Goths advert, both showing two types of people that shouldn't have been happy but were happy
after having some Irn-Bru).
The Irn-Bru tagline is ‘Irn-Bru gets you through’ further emphasizing the idea that Irn-Bru will get you through a difficult
time and make you happy as shown in both the video adverts that I have attached and the print adverts seen above.
The adverts and their humour also seem to be aimed at a particular age group being the young adults in my opinion as it
is adult humour used but could be seen as offensive or silly to some older audiences as well as being too adult for
younger audiences.
Younger audiences probably wouldn't understand the majority of the humour in the adverts as it is a bit too mature even
including offensive language in some such as in the Irn-Bru Office Linebacker advert.
Irn-Bru has competition with companies like Coca-Cola, Dr.Pepper, Fanta an Sprite which in most places Coca Cola is the
most popular of the fizzy drinks however in Scotland Irn-Bru is the most popular fizzy drink so they focus their marketing
in and about Scotland.

8. Client research:

9. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.

10. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.

11. Client research:
Irn-Bru
New Fella
Available:https://www.youtube.com/watch?hl=en-
GB&gl=GB&v=9UprxM_aBWk
Last accessed 20th September 2017
YouGov
Irn-Bru Profiler
Available:https://yougov.co.uk/profileslite#/Irn_Bru/demographics
Last accessed 20th September 2017
BrandForLife
Irn-Bru
Available: https://brandforlife.wordpress.com/tag/irn-bru/
Last accessed 19th September 2017
BrandForLife
Irn-Bru
Available:https://brandforlife.wordpress.com/tag/irn-bru/
Last accessed 19th September 2017

12. Market research:
Irn-Bru’s competitors include brands like Coca-Cola, Fanta, Sprite, Pepsi, Dr. Pepper and many more in the soft drinks
market.
Coca-Cola would be their current largest competitor due to the fact that they are the most popular soft drinks company in
every country in the world other than Scotland where Irn-Bru is the most popular..
This means that I the advertising for all of their products they always use Scottish people and locations to represent the
country where they are most popular which is also the country where they originated from.

13. Market research:
The socil grade of Irn-Bru drinkers appears to be the same as any of the
other most other drinsk companies

14. Audience research:
The social grade of Irn-Bru’s consumers seem to be very similar to most of its competitors by
having a mainly C2DE consumer base which is the code for the working class or earners of a
low income.
This is why the families and people depicted in the Irn-Bru adverts are always normal families
with characteristics that your average working class family would be able to relate to.

15. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.

16. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.

17. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

18. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

19. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

20. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

21. Individual Idea:
Write down and overview of your idea here. What is your is that you want to take to the rest of the group?
You can also add some visual elements to help explain your idea.

22. Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.

23. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.

24. Research:
Describe how you located, retrieved and stored information:

25. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.

26. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.

27. Planning Docs (TV Advert):
RISK ASSESSMENT FORM
Irn Bru
Libby, Maya, Leah, Ben
York College
Complete the following table rating
• each risks severity on scale from Negligable (N), Low risk (L), Moderate risk (M), Severe (S),
Very severe (V)
• each risks likelihood on scale from Very unlikely (VU), Unlikely (U), Possible (P), Likely (L),
Very likely (VL)
• Determine the risk factor from the table overleaf.
Hazard Present? S
e
v
e
ri
t
y
L
i
k
e
li
h
o
o
d
Risk
Fact
or
1 Alcohol/drugs N
2 Animals/insects N
3 Audiences N
4 Camera cable/grip equipment Y M L 3
5 Confined spaces Y L U 2
6 Derelict buildings/dangerous structures N
7 Electricity/gas (other than normal supplies) N
8 Fatigue/long hours N
9 Fire/flammable materials Y S U 3
10 Hazardous substances N
11 Heat/Cold/extreme weather N
12 Laser/strobe effects N
13 Machinery/industrial/ crane/hoist Y S P 2
14 Materials - glass, non-fire retardant set materials Y L P 2
15 Night operation N
16 Noise – high sound levels Y L U 2
17 Non standard manual handling Y M P 3
18 Public/crowds N
19 Radiation N
20 Scaffold/Rostra N
21 Smoking on set N
22 Special effects/explosives N
23 Special needs (elderly, disabled, inexperienced) N
24 Specialised rescue/first aid N
25 Stunts, dangerous activities Y M L 3
26 Tall scenery/suspended ceilings N
27 Vehicles/speed N
28 Water/proximity to water N
29 Weapons N
30 Working at heights N

28. Planning Docs (Advergame):
Proposal
Working Title:
What is it called? This can change if you think of something better later
Product’s Purpose:
My products purpose would be to entertain as well as to advertise for Irn-Bru at the same time, I
will do this by adding many features and ‘Easter-eggs’ that relate to Irn-Bru in my advergame.
Genre:
My product will be a side-scrolling combat advergame in the style of a Mortal Kombat or Tekken
game.
Content
My game will be a fighting style game between the two men seen in the TV Advert that we created,
to relate it to Irn Bru and to make it relate more heavily to the advert the Irn-Bru can will feature as
a kind of power up to help the main character beat the other guy, that will change his appearance
to be more Scottish as well as well as making him stronger and more resilient so that the other
guy can no longer inflict a massive amount of damage upon the main character.
Audience:
The style of my game would be aimed more towards males in my opinion, due to the fact that it is
a game that uses violence which appeals more to males than it does to females.
The game will probably be aimed at a wide range of ages from younger teenagers who would like
the style of the game to more adult audiences who it might appeal to due to it being of a familiar
style to games that the would’ve played when they were children.
My game would probably appeal more to a working class audience as a result of the Irn-Bru
branding as th product is bought mostly by working class families as seen on YouGov, as well as
the violet themes and simple graphics which may not be appreciated as much by more middle
class families.
It would also probably appeal mostly to people who fall within the achiever psychographic as in the
game you get that sense of achievement when you manage to defeat the person that you are
fighting as you would be struggling s lot before you were able to use your power up.
Legal & Ethical Considerations:
I don’t think that my advergame will feature any offensive content as it is going to be aimed at a
wide range of age groups including people who are 12+.
I don’t think that my game would have any age restrictions set in stone but it would be
recommended that people under age 12 not pay it due to the fact that the game features violence.
It could possibly offend people from Scotland due to the very stereotypical Scottish character that
will be used in the game and possibly pacifists or people who do not believe In violence but apart
from that I don’t think that my game would offend any people or groups of people.
To maker sure that my advergae doesn’t offend anyone, I will not add in any of the more cheeky
features in Irn-Bru adverts or the adult humour and I also wont be using any of the romantic
themes shown in the TV advert that we created, to make sure that the game is suitable for a
younger audience.
My game uses a similar style to the mortal kombat or tekken games for the fighting and uses Irn-
Bru branding throughout the game but nothing will be too closely related to another game as to risk
getting sued for copyright infringement as none of the visuals or audio will be taken from those
other games apart from the style in which they fight.

29. Planning Docs (Print Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

30. Finished Stuff:
Finished pieces to be displayed on your blog.