MarkIt

B R A N D S
T R A T E G Y
PRJ60106
Final Project
Sim Tze Liang ( Lansson )
1001JH88795
Bachelor of Arts (Honours)
in Graphic Communication Design

C O N T
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E N T S
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18-19
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24-33
DESCRIPTION
CURRENT SITUATION
REFERENCES OF SIMILAR PROJECTS
PROJECT GOALS
TARGET AUDIENCE
CREATIVE STRATEGY
PROCESS
SCHEDULE & DELIVERABLES
CONCLUSION
PRODUCTION JOURNAL
FINAL OUTCOME
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D E S
C R I P
T I O
N
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MarkIt - SUPERSTAR is a social
media campaign to create
awareness and educate the target
audience about bad time
management.
The purpose of the campaign is to
encourage the audience to voice out
their bad time management habits
through social media by participating
in the event. The campaign aims to
improve the time management skills of
university students by allowing them to
realize the source of their bad habits.
Through acknowledging the cause of
their bad habits, they will thus be able
to lead a balanced Superstar lifestyle
by downloading the MarkIt – Reminder
& Appointment mobile app. This
endpoint of this campaign is to ensure
that students are made aware of the
app functions and also to increase the
number of downloads.
A R E A O F S P E C I A L I Z A T I O N :
B R A N D S T R A T E G Y & A R T
D I R E C T I O N
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C U R R
E N T
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S I T U A
T I O N
Most students are usually unprepared for the
university lifestyle and are constantly having
to rush in order to meet tight deadlines.
Often times, this results in the studentsʼ work
being low-quality ʻcut and pasteʼ,
occasionally passing deadlines as well. This
is caused by students leading unbalanced
lifestyles and compromises the enjoyment
they would otherwise experience in the
student life. There are three factors that
students often cannot balance in their lives,
namely; their studies, social life and
sufficient sleep. For example, a student that
spends too much of their time socializing
with friends and going for social events, will
definitely face a negative impact on either
their studies or sleep, sometimes even both.
Sometimes, students will miss out on classes
when they fail to receive notifications on
replacement classes or schedule changes
when they are announced on other
platforms. This is due to students and
lecturers not having a proper platform to
make and receive such announcements.
Additionally, bad time management by the
students may also lead to the student missing
out on classes, increasing the risk of being
expelled or, in some universities, ineligibility
to enter the final exams.
R E F E R E N C E S
HTTPS://STUDENT.UNSW.EDU.AU/POOR-TIME-MANAGEMENT
HTTP://EDUCATION.SEATTLEPI.COM/LACK-TIME-MANAGEMENT-AFFECTS-COLLEGE-STUDENTS-1093.
HTML
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S I M I L
A R
P R O J E
C T S
There have been campaigns that incorporate the ʻSuperstarʼ
mentality, which mainly focuses on presenting a positive image
or uplifting message to convey encouragement and
empowerments towards target audiences. These campaigns often
tell the audience not to be ashamed of what they are or what
they do, making them feel like a ʻSuperstarʼ. Some brands also
incorporate their products using this strategy to give target
audiences a positive impression of the brand or product being
promoted.
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The example shown above is from a
campaign that encourages breast-feeding
mothers to not be ashamed of
breast-feeding their children in public. The
campaign tells these mothers that, instead
of feeling embarrassed or ashamed, they
should be celebrated for simply trying to
provide for their children. This campaign
presents a positive message through
uplifting the mothers as ʻstarsʼ.
Similarly, Pepsiʼs ʻSip Like A Starʼ
campaign promotes their product by
encouraging consumers to purchase their
product. Consumers were required to take
a picture of them drinking from a can of
Pepsi with style and then post it on social
media, to stand a chance to win an
exclusive prize. This campaign capitalizes
on the idea that consumers can feel
rewarded by expressing confidence, while
at the same time, potentially increasing
product sales.
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P R O J E
C T
G O A L
S
This campaign is mainly focused on social media as a
platform to create awareness and content sharing.
Because most of the audience are spending more time
on social media everyday. The challenge is to make
the visual identity for the campaign that can relatable
to the target audience to catch the attention about
the bad time management issue in their life. The
audience awareness about the MarkIt- Superstar
campaign is the most important and ensure increase
the number of download the MarkIt – Reminder &
Appointment app.
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T A R G
E T
A U D I E
N
C E
University students and anyone who
have bad time management.
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C R E A T I
V E
S
T R A T E
G Y
The title for this campaign is ʻMarkIt - SUPSERSTARʼ. The campaign brings to light
related issues that the target audience (students) may be experiencing (poor time
management), by presenting ads to create awareness of the issues, and then involving
the audience to be participants in the campaign. ʻMarkIt – Superstarʼ aims to provide
the target audience with a solution to help lead a balanced student lifestyle, like a
ʻsuperstarʼ. Instead of using typical advertisement methods, a campaign can
potentially create a bigger impact through presenting lifestyle issues and also
consumer participation.
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Campaign Strategy
Issue
Awareness
Reward
System
Increased
Visibility
Stage 1: Issue Awareness
The initial stage of the campaign will promote the video ads and quizzes on various social
media platforms and is aimed at the target audience (students). The videos and quizzes
will allow the audience to participate in understanding whether they are behind on
studies, social activities, or sleep/rest, by asking the question, “What type of student are
you?”. This creates awareness for each individual participating in the campaign, as well
as promoting the app in an indirect way. Each participant will then have an option to
repost or share their results on social media.
Stage 2: Reward System
This subsequent stage follows up after participants of the campaign have obtained the
results from the quizzes. Reposting or sharing their results on their social media page will
allow others outside the target audience to be involved in the campaign. However, there
are people who may be reluctant to repost or share their results. Thus, a reward system
will be implemented to encourage participants to share their results. By sharing their
results, participants stand a chance to win various prizes. Prizes may include gift cards
and USB drives, among others.
Stage 3: Increased Visibility
The final stage of this campaign will rely on indirect promotion of the campaign and app.
This will be achieved when participants of the campaign share their results or repost the
videos. Doing so will allow others outside of the target audience to view and possibly
participate in the campaign as this will provide others with a link to the videos and
quizzes to try out for themselves, thus increasing awareness, visibility and app
downloads. Interested parties may then proceed to download the app as well, if they find
that it may be useful in their daily lives.
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P R O C
E S S
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1.Determine SMP for MarkIt -
Reminder & Appointment: using the SMP to set the
campaign brand strategy to promote the event.
2.Research about pass successful
similar campaign: as reference to lead the
campaign workable.
3.List out campaign ideas: going
through various ideas and see which one will work
and pick out the best ideas.
4.Brainstorm: formulate the best ways to
create awareness for the campaign and the right
way to promote the brand.
5.Design logo, concept and visual:
sketch and design the visuals with suitable art
direction and branding elements that are suitable
for the campaign.
6.Design Promotional items: consistency
of online and printed ads in art direction.
7.Design mock-ups for visuals:
presented in a real-life point of view to show how
it works in reality.
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S C
H E
D U L E
&
D E L I V
E R A B
L E S
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- Pick A Topic
- Dicuss Idea
- Brain Storm
- Make Research
- Find Inspiration
- Present Idea
- Settle Big Idea
- Finalize Concept
And Other
- Set Art Direction
- Work On Layount
& Design
- Desgin the
StoryBoard
- Create Visual Mockup
-Final Adjustment

C O N
C
L U S I
O N
MarkIt - SUPERSTAR is a project proposal that could be potentially
used for creating awareness towards poor time management and
promoting the app at the same time. These set of ideas and visuals will
be able to spark an interest in the target audience towards the app and
hopefully solve the current situation. The final goal is to increase app
visibility in the growing market of functional applications as well as to
solve the issues faced by many university students.
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P R O D
U C T I
O N
J O U R
N
A L
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1.Mind Map - the currect situation and
solution.
2.Research - online research about similiar
project and creative strategy.
3.Drafting - design the logo and idea of ads.
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4.Design - the idea on screen and setting art
direction. Find out similair references.
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Successful online ads references.
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F I N
A L
O U T C
O M E
Issue
Awareness
-3Online Commercials
-Social Media
Campaigns
-3Poster
-Microsite
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Online Commercials
The videos and quizzes will allow the audience to participate in understanding whether
they are behind on studies, social activities, or sleep/rest, by asking the question, “What
type of student are you?”.
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Social Media Campaign
This creates awareness for each individual participating in the campaign, as
well as promoting the app in an indirect way. Each participant will then have an
option to repost or share their results on social media.
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Reward
System
Facebook
Live event to gather most
vote from students and
interactions. The page will
have online commercials.
Student can involve their
friend in the campaign in
the picture to show their
what type of student they
are.

Poster
The A2 poster can be use for online and print ads to promote the social media campaign.
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Microsite
Student can get more information about the whole campaign through
the campaignʼs microsite.
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Increased
Visibility
Sending a link to the videos and quizzes to try out for themselves, thus increasing
awareness, visibility and app downloads. Interested parties may then proceed to download
the app as well, if they find that it may be useful in their daily lives.
-Last Online
Commercial
-Merchandises
-2Ambient Ads
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Ambient Ads
The ambient ads will be place at object that has reflection or transpiration material at
university or library. To encourage every student to live a balanced superstar lifestyle.
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T H E

E N D