THE PROJECT
Students in the course Integrated Marketing Communication (IMC) Strategy were asked to develop a brand strategy plan highlighting growth opportunities for a company of our choosing based on companies pitched and voted on by members of the class. Among the deliverables for the project were a project plan, a project paper, and, a 12 minute presentation.
THE PROCESS
I pitched Spotify to the class and it was chosen as one of the 8 companies which would be presented on. Four of my peers and I worked together over the course of eight weeks to develop a cohesive brand strategy that highlighted an area of growth for Spotify. We chose to assess growth potential for Spotify in the podcast sector. Our research was composed of six major sections: an Executive Summary; a Contextual, Situational, and Financial Analysis; a streamlined Marketing Objective; insights on Market Segmentation and Target Audience; a list of Behavioral and Attitudinal Objectives; and a Brand Positioning Statement. I focused primarily on establishing the behavioral and attitudinal objectives for the company based on the research conducted by myself and my peers. Pointedly, we administered surveys to individuals across a number of diverse identities (i.e. age, sex, gender identity, race, etc.). Similarly, we each interviewed a number of Spotify and non-Spotify users to determine individuals' associations with the platform and platforms of similar functionalities. Finally, we all collaborated to develop an executive summary and a brand positioning statement which guided our final recommendations in the case.
THE PRODUCT
The project culminated in a number of key recommendations for Spotify to bolster their positioning in the podcast industry. Pointedly, we encouraged the brand to mobilize their broad network of creators to elevate the Spotify podcast experience by eventizing it through "PodCon," a multi-genre podcast entertainment convention. Similarly, we encouraged the company to develop Spotify-user exclusive experiences such as Q&As and meet-and-greets in both virtual and live settings [post-Covid] for their subscribers.
CHECK OUT THE FULL PRESENTATION AND BRAND PLAN PAPER HERE!
