Full promotional strategy for Tocquigny's on-campus brand
The intern group at Tocquigny was tasked with a semester-long project to redesign the agency's campus promotion strategy. Dubbed Three Phases, this project involved each step in Tocquigny's creative planning process – market research, personas, messaging framework, and enterprise map. We detailed our results at a company meeting and handed off the project to be continued by the next intern class.
The Research
To get a feel for our customer's concerns (in this case, advertising students looking for an internship) we distributed an online survey through Facebook. The team then compiled the responses, analyzed the data, and looked for trends.
From our results, we were able to identify 3 key market segments, divided by class: Juniors, Seniors, and Graduate Students. Our findings showed clear distinctions in what these disparate groups valued in an internship and employer.
The Results
Based on these values, we were able to craft several messaging pillars that were important to each group. We modeled these messaging cues through 'voice of customer' quotes, and matched them to Tocquigny's strengths.
Using these promotional models, we drafted a new brand promise and sales copy to be used when pitching the agency to prospective interns and employees.
This was merely the first phase of an entire promotional refreshment for the agency. We detailed an enterprise map presenting a broad look at the entire strategy and marketing channels.
