Student Competition :: Friday May 20th 2011
Marketing Brief
The University of Strathclyde and Dubai One have teamed up to challenge your marketing skills. You will be asked to express your sense of ‘social good’, through a popular TV platform where you get the chance to convey your opinion and interests.
This competition is open to all UAE-based undergraduate students. Your task is to create and present a marketing campaign idea to Dubai One TV. Get together with 2-3 of your friends to create a group and join us in this challenge!
Each group must choose a ‘social good’ cause that they believe in and is of importance to them but at the same time relevant to Dubai One and its viewers in terms of culture, heritage and tradition.
Next, create a campaign idea around this ‘cause’ and present how to ‘market it’ to generate awareness and understanding amongst Dubai One TV audiences and more specifically increase viewership to the programme on ‘Twenty Something’ on Dubai One.
Next present your idea, which must use online social media methods (Facebook, Twitter, Youtube) to engage viewers to join in the cause. Each team will need to recommend:
- The cause.
- The strategy to engage the audience on the social media pages.
- The key marketing messages.
- The media implementation.
The challenge is to link your idea with programme content ideas that drive the viewers to engage online through ‘Twenty Something’s facebook page’.
Be true to the Dubai One brand and style of Twenty Something….and most importantly have fun!
Key things to note:
Preparation:
Come to the presentation pre-prepared , make sure you have:
- Chosen ‘social good’ cause.
- An understanding of Twenty Something and its programming.
- Some thoughts about how to engage the audience.
Competition – Client brief, coaching and presentation:
Location: University of Strathclyde Dubai Campus, at Dubai Women’s College, Al Ghusais Dubai.
There will be a client briefing by Dubai One at 10am. There will be marketing academics and students to help coach and guide you through your preparations on campus.Teams should then develop their campaign ideas. Coaching will be available to all teams from 2.30pm.
Presentation Date & Time: 5pm on Friday May 20th in front of the panel of judges.
Each team has 10 mins to present. The presentation format can be done via Powerpoint or visual images or verbally spoken. All members of the group must contribute to the presentation.
What the judges want to see:
The presentation must cover and answer the following aspects of the brief:
- Agenda for the presentation.
- The chosen ‘social good’ cause, and how and why it suits the programme’s own values.
- The campaign’s key objectives and desired results.
- The campaign concept and mechanics, with suggestions on how presenters would play an active role in the campaign.
- The key promotional messages.
- Implementation and execution plan (across two media).
Prize:
A one-month internship for all members of the winning team at Dubai One TV, where the team will get to implement their winning idea under the brief and guidance of the Dubai One team.
Are you ready to take on the challenge and see your idea live on TV!
Key Requirements:
- Group registration complete via Susan Frew on +971 4 2089 282 / susan.frew@strath.ac.uk
- All groups of 3-4 people must be present at the client briefing on Friday 20 May, 10am, and again from 2.30pm for coaching.
- All group members must participate in the presentation on Friday 20 May, from 5pm.
- Must be undergraduate students.
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Omolola Adewoyin
Many organisations undervalue the impact of marketing in their strategic objectives. This Masters in Marketing programme has exposed me to various facets of how marketing is important to an organisation. I have progressed in my career within just one year of starting the programme, and it has helped me become more involved in high level projects within my organisation.
