Our Mission Statement – The Package Brand
To begin creating an integrated advertising campaign, we established a marketing strategy and mission statement for our brand.
We started to think more holistically about the star image and brand. By gaining a good understanding of the psychographics and demographics of our target audience; it allows us to identify their values, beliefs, and interests which are useful when we build a social media to sell the star image and create content specifically aimed at a certain group. Linking to Blumler & Katz, we thought thoroughly about how our audience would engage with our star and album through their uses and gratifications; whether that be by social interaction, personal identity, entertainment, or information. Examples could be, social media, synergized relationships (merch, collaborations with other brands), cross-media convergence (films, TikTok), podcasts, and radio stations. To develop our knowledge of our genre, we also researched artists similar to our star image. Comparing their album covers and social media pages corroborated the key conventions present within the Indie Pop genre. Additionally, we disclosed our unique selling point for the star image and their brand making our aims and what we want to achieve clear and definite. The mission statement expresses our star image and its message, which want to portray through our future content.
Focus Forward
This task has allowed us to have a clear understanding of our target audience and how we can stimulate A.I.D.A. By identifying how the audience can be encouraged to invest their time and money into our star and their brand, we can now begin designing a digipak that attracts our audience and interests them in purchasing it. Planning our marketing strategy was an important step as we have discovered different ways the audience can interact with our star image and brand.