Digital Marketing (MAST) Assignments

Visit Purple Print's website. Scroll through it, click around, read a few short articles. 
Then, go on the websites/apps of a media platform of your choice. Scroll through it, click around, read some articles, watch some videos, and explore the other type of content they have on their platform.


Write out a list of your observations about the difference between how Purple Print looks and feels, versus the other media platforms that you explored. 
Pay attention to; The styles of pictures they use. The tone of voice used in their articles. The fonts they use. How the platform is designed (how does the content look on the platform?) The types of video content they create.  It will also help to look at the social media channels of these media companies. (especially their Instagram and Youtube). 


We want to make sure that our revamp of Purple Print makes the platform feel more like the media platforms we're used to exploring and visiting. Maybe we should be thinking about how to make PP look similar to a site you like? Should the style of writing take a more conversational approach?  All in all, take notes of how the other media companies are able to create a more engaging/interactive experience for their consumers. 


Here is a list of some media platforms you can explore. 
TeenVogue   Vox Media
Complex       Bleacher Report
GQ                 The New York Times
Vice Media    Buzzfeed


Sidenote/Extra Credit: After you visit some of these websites and apps, you may start to see Ads from these media companies showing up on your phone. If you do, screenshot those ads, and submit them. I want us to also pay attention to how these media companies promote their platforms to people. 

As you talk to people throughout the week, listen closely to the things they're expressing about the world around them. 
Write a list of 3-5 wishes, wants, desires, or dreams somebody from our target audience has expressed about the world around them. We want to be sure that we're creating something that will meet those needs. We'll be using this list of dreams and desires to help craft a solution to what they're looking for. 



It will help to keep a list in your notes and add to it throughout the week. 💡

What comes to mind when you hear the word insight?

Think of yourself as a travel influencer who posts behind-the-scenes views of your trips around the world. For each platform listed, write a brief overview about the type of travel content you think would be best to post on the platform. Think about the type of content you see on each of these platforms and pay attention to the styles of content that perform the best on the platforms. For Tik Tok, Youtube, Instagram and Snapchat, write a brief summary about the type of content you'd post on each platform to grow your audience and keep them engaged.

Head over to Black and Abroad's trip destination page. After you've chosen a destination you'd like to visit,  read the trip’s itinerary and explore the locations/activities included in the itinerary. We want you to experience the product (the culturally relevant trips) from the perspective of a potential customer so that we can understand how to properly design a digital marketing campaign for this idea. 
After exploring, Answer these two questions. 
1. Out of all the destinations, which trip would you want to go on the most and why? 2. How would you expect to feel after being on this trip?

(Why is creating a hub for black travelers to share information with each other and travel together important for black people?)

Go through the website and social media accounts of a travel brand of your choice. Pay attention to the types of posts they make, the captions to go along with them, how they talk about the brand in the bio/About Us section, and the products and services they offer. (Attached are B&A's website and Instagram)Answer these two questions: 

How do the products or services they offer differ from what Black and Abroad have to offer?
How do they use their social media accounts differently or similarly to Black and Abroad?

Black & Abroad was launched to create a community of young black travelers who want to explore the world from a more culturally relevant context.
Browse their website and write a 3-5 sentence paragraph answering these questions: 
What is Black and Abroad’s main service? How does Black and Abroad keep people informed about travel destinations and trip information they should know about?

To announce her clothing line to the world, Beyonce’s sent orange boxes of the collection to various celebrities and social influencers. This resulted in numerous unboxings that people could watch casually on their timelines. To ensure that you understand how celebrities and influencers used their platforms to launch this product, I want you to identify a marketing campaign from another brand that utilized celebrities and/or influencers to promote their product or services as well. Create a short presentation detailing the following:
Who is the brand?
What is the product or service?
Who is their target audience?
How were the celebrities used in this campaign?

Search the internet for a story about a fashion brand or a collection of clothes a fashion brand is releasing. (Any form of content, articles, podcast interviews, video features etc.)

Answer these questions.

What was the source of the article?
What type of stories do they normally publish?
What is the narrative they’re sharing about the brand or the collection of clothes in this article?

Think about your favorite clothing brand.
Do they use social media to showcase a certain type of lifestyle or do they strategically insert their products into our lives?
Take the time to explore their social media accounts to get an understanding of what their strategy is.
After deciding which strategy they use, explain in a few sentences how you came to that conclusion, and share an example (a post) of them carrying out that strategy.

Brands use social media to stay engaged with their audiences. Find an example of a clothing brand using social media in a creative way. It can be a post on their timeline, an ad, a reply to a fan, pretty much any form of content or interaction that you think is creative and engaging.

Answer these questions:

Who is the brand? In your opinion, what makes this idea creative?

Explore Melina Matsoukas’ work and choose your favorite piece (Could be a picture, video, TV Show or movie she's directed) from her portfolio.
Write a 3-5 sentence paragraph that summarizes the story being told through the work you chose and why it resonates with you.

Use slides 36-51 of this deck to look through the pictures from the Ivy Park collection photoshoot.
1. What were your favorite photos and/or videos from the campaign?
2. Why do you think Beyonce is taking pictures in regular everyday locations?

Considering the team's campaign strategy of trying to make people feel like stylish superheroes in their everyday life, I want you to assume you were Ivy Park for this assignment. How would you want your photoshoot for the brand launch to look? Attached are the guidelines.

You can use Google Slides, Pinterest,​ or whatever platform you're most comfortable with to create your vision board.

After reading the feature in Elle about Ivy Park's brand relaunch with Adidas upload a document answering these two questions.

1. Who is Beyoncé's target audience for this collection of clothes?
2. Considering the team's thought process behind designing this collection, how are they expecting people to feel about themselves when wearing pieces from this collection?
3. What did you learn about the creative process from this feature?

After watching the short documentary on the Beyhive, What conclusion can you draw about why they love Beyonce so much? (Think about the emotional benefits Beyonce fulfills for her audience)
Why do you think it’s important to provide everything your diehard supporters need?

What comes to mind when you hear the word "culture"

Using the same two attributes you listed in the do now, create an (x)(y) chart with either of them on each axis.

Map out where you believe each artist belongs based on how high they rank in one quality (x) versus the other (y).

Use 6-8 artists for your chart.

Answer this Do Now Question