Social Marketing Campaign for York Students to Stop Eating Meat

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1 ADMS 4240 ADVERTISING AND COMMUNICATIONS YORK UNIVERSITY “Fast Enough for Life” Prepared by Lilit Bakhshiyan, Angus Cheung, Sarah Loka, Faraz Saleem, Tracey Sandilands and Luke Zhang Instructor Professor Pallavi Sodhi December 1, 2011 1 2 Contents 1. Executive Summary ................................................................................................................. 5 a. Creative Brief and Approach ............................................................................................ 5 b. Key Elements .................................................................................................................... 5 c. 2. Assumptions ..................................................................................................................... 5 Client Brief ............................................................................................................................... 6 a. Category, Product and Brand Information ...................................................................... 6 b. Brand positioning/Brand Footprint ................................................................................. 6 . 3. Situation Analysis ......................................................................................................................... 8 a. External Environment ...................................................................................................... 8 b. About The Company ...................................................................................................... 11 c. About the Industry ......................................................................................................... 12 d. About the Competitors

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