Wednesday 31 August 2011

Week 7 - Prepare to write content


NOTE:  I will be absent from class today.  Please complete all exercises listed below before next weeks lesson.  Liam.

Last week you posted an image of an item on your blog that was related to our brand name and slogan exercise.  Market research, such as looking at product competitors and similar ideas are an important elements in the creation of a strong brand.  During last week's group exercise, most of you used brainstorming techniques to generate ideas for names and slogans.

Familiarise yourself with the thinking techniques listed below:

Thinking Techniques
Creative Blockers

Exercise #1: Answer the following questions on your blog:
  • What time of day are you most creative?  (eg In the morning/evening?)
  • What activity are you doing when you get these ideas?  (eg On the way to school?  In the shower?  Before going to sleep? Exercising?  Doodling?)  
    • Note: Creative ideas can come at any time of the day.  Often creative individuals will carry pen and paper with them so they can jot down any ideas that pop in their head.  It's also a good idea to have pen and paper handy beside your bed, as many of your ideas will be forgotten by the time you wake up in the morning!

Solutions to Creative Blocks

Exercise #2: Read the following article and answer the following questions on your blog:


Exercise #3: Create a Marketing Strategy

  • Think of an item that you think is not currently popular with Gen Y
    • List the name of this item, existing brands/businesses that produce this item, and at least two images of the item on your blog
    • Research your item online and list why you think it is not currently popular
  • Research your item and create an online mind map using www.bubbl.us that describes your understanding of the current branding and market status of your item.  Export the mind map as a JPEG image and upload to your blog.
  • Think of a marketing strategy that could make this item 'cool' again (popular with Gen Y audience).  Post at least 3 ideas on how it could increase in popularity.
  • Give the item a brand name and slogan/tagline.  For ideas on creating an effective tagline, read the following article - Who Needs Headlines 
Resource: Creating Quality Headlines 

Creative Writing

Plagiarism - "Plagiarism is using the words or ideas of others and presenting them as your own. Plagiarism is a type of intellectual theft. It can take many forms, from deliberate cheating to accidentally copying from a source without acknowledgement." (source: UNSW Website)

Do you really understand plagiarism?  Complete the Plagiarism Quiz

Writing content for the web
Read the following article: The Seven Qualities of Highly Successful Web Writing

Exercise #4: Write a website article that encourages visitors to sign up for a weight loss program.  The tone used should be encouraging, sensitive and attractive the target audience.

Minimum of 150 words.  Post your response on your blog.

Example of poor copy - “If you want to stop wasting your life and being a wuss letting people walk all over you, you need help. You’re not going to make it on your own and you need someone to help you do it. Of course, if you’re happy where you are being a loser, that’s your choice. I’m not going to try to convince you. My time is valuable.”

Example of good copy - http://biggestloserclub.com.au/go/the-club/promise-emma.html?9gtype=search&9gkw=australian%20biggest%20loser&9gad=6359290828.1&gclid=CObmjt2q2agCFc2DpAodwClJfw

Add an irresistible offer to your copy.

Examples:

  • Dominos - 30 minutes or less… or it’s free.
  • Fed Express - When it absolutely, positively has to be there overnight.
Further Reading: http://www.copyblogger.com/kids-eat-free/

Add a client testimonial.

Example: “Just completed my first week and lost 2.3kg! Totally over the moon ... So excited with my start. If I can keep this up, next week I will be under the 100kg mark.”
Posted by at

No comments:

Post a Comment

Subscribe to: Post Comments (Atom)