Advertising and Marketing Case Competition from... · Novices - students, recent grads and young...

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DECA PROVINCIALS 2014 Advertising and Marketing Case Competition

TEN THOUSAND COFFEES Join the Movement to Connect the Leaders of Today

with the Leaders of Tomorrow


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TABLE OF CONTENTS

INTRODUCTION ............................................................................................................................... 3

HOW DOES IT WORK? ................................................................................................................... 3

PROJECT CONTEXT AND BACKGROUND ............................................................................... 4

A Word About Our Brand: ................................................................................................................ 4

THE TEN THOUSAND COFFEES BRAND .............................................................................. 5

Ten Thousand Coffees Novices.................................................................................................. 5

Ten Thousand Coffees Experts .................................................................................................. 5

COMMUNICATIONS OBJECTIVE ................................................................................................. 6

Target Audience ............................................................................................................................. 6

Deliverables........................................................................................................................................ 6

Timing (including due dates): post launch (January 21st – March 2014) ............................. 6

Constraints ..................................................................................................................................... 7

Concluding Thoughts ........................................................................................................................ 7

WRITTEN PROPOSAL RUBRIC .................................................................................................... 8

B. Community engagement ......................................................................................................... 9

C. Quality of analysis of the brand ........................................................................................... 10

D. Organization of ideas ............................................................................................................. 11

ORAL PRESENTATION RUBRIC ................................................................................................ 12

A. Identification of the Ten Thousand Coffees brand ............................................................ 12

B. Treatment of the Ten Thousand Coffees brand ................................................................ 13

C. Team's perspective ................................................................................................................ 14

D. Connections ............................................................................................................................ 15


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INTRODUCTION

We’re on a mission to connect students, recent grads, and young professionals (we’re calling them

Novices) with industry professionals and influencers (we’re calling them Experts) for conversation

over a cup of coffee. Most of the time this kind of conversation happens through an established

network of friends or family - a network that many young people have yet to establish, and yet

seventy-seven percent of students believe you need to know someone to get ahead after graduation.

Based on these insights we’ve conceptualized the Ten Thousand Coffees movement.

Ten Thousand Coffees unlocks opportunities by connecting Novices with industry Experts over a

cup of coffee. Our online platform gives young people across Canada the opportunity to have a

meaningful conversation about a field they’re interested in, with a professional they are eager to

meet. It’s also an opportunity for established professionals to gain first hand insights from the next

generation of up-and-comers.

We’re not about ongoing mentorship; we’re about starting conversations that lead to new ideas and

ultimately new opportunities. This is a chance for Novices to connect with an Expert they might

not otherwise have access to for a one-time coffee. If a mentoring relationship should grow from

the initial conversation that’s great, but it’s not expected.

HOW DOES IT WORK?

1. Join. To join the movement individuals visit www.TenThousandCoffees.com. If

they’re established in their career, they sign up as an Expert to connect with the

leaders of tomorrow. If they’re a student, recent graduate, or young professional

seeking to connect with an Expert, they sign up as a Novice.

2. Connect. Novices browse Experts’ profiles to find one they are interested in speaking

with. The Novice invites the Expert for coffee and answers a few questions explaining

why they want to meet. Experts review the requests and arrange to have coffee with

the Novices they would like to meet.

3. Meet. Once connected, Experts and Novices meet for coffee. While coffee usually

takes place in person, Experts and Novices can also meet via phone, email, or video

chat.

http://www.tenthousandcoffees.com/


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PROJECT CONTEXT AND BACKGROUND

We’re planning a national launch of Ten Thousand Coffees in January of 2014. Between now and

launch, our Ten Thousand Coffees team is focusing on creating a platform that easily connects

Novices and Experts, fuels mass participation, encourages engagement, and promotes positive

experiences to gain momentum and build a reputable brand. We are also working to onboard three

hundred of Canada’s leading industry professionals and influencers and exploring opportunities

for partnerships at launch. Our launch will attract the attention of the public and other potential

Experts and Novices who want the opportunity to meet over coffee. Experts currently on board

include Amanda Lang, Tony Lacavera, Ilana Landsberg-Lewis, numerous media personalities and

the leaders of global companies from LinkedIn to Samsung to the Olympics.

The Ten Thousand Coffees team has been focused on attracting Experts for launch. We’re looking

to you, the DECA Marketing Advertising Teams, to create a marketing and advertising strategy that

raises awareness of Ten Thousand Coffees amongst Novices, encourages their participation, and

drives traffic to the Ten Thousand Coffees website.

A Word About Our Brand:

We’ve created our visual brand and our PR plan for launch is also in place. All marketing and

communications post-launch will be integral to ensuring the longevity of the brand. Ten Thousand

Coffees must work to build brand equity through meaningful communications and by providing

positive and meaningful experience to its audiences. Our brand promises “To be the go-to digital

tool for Novices to connect with industry Experts across the country to share ideas and insights

and inspire future opportunities.”

Below is how we describe our brand today. All communications and marketing should align with

the following brand attributes:


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THE TEN THOUSAND COFFEES BRAND

is… is not…

✔ about unlocking opportunities ✘ limiting

✔ conversational ✘ formal

✔ inspiring ✘ distant

✔ empowering ✘ overbearing

✔ informative ✘ bossy

✔ genuine ✘ sarcastic

✔ personal ✘ discouraging

✔ helpful ✘ closed-minded

✔ open-minded

Ten Thousand Coffees Novices

are eager and ambitious students, recent graduates, and young professionals between the

ages of 18-34

want to connect with Experts for inspiration, advice, and to share their own thoughts and

opinions

want to make their mark on the world

Ten Thousand Coffees Experts

are experienced professionals in their field

believe in the next generation’s potential

are eager to help them unlock that potential by sharing their experience


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COMMUNICATIONS OBJECTIVE

Spark the Ten Thousand Coffees’ movement at launch by generating brand awareness amongst

Novices to encourage as many Novices from across Canada to register within the first two months

of the site’s launch.

Target Audience

Novices - students, recent grads and young professionals.

*Note: While the Ten Thousand Coffees online platform is open to everyone (all Novices),

marketing and advertising initiatives should attract ambitious and eager youth who Experts will

want to hear and learn from.

Deliverables

Timing (including due dates): post launch (January 21st – March 2014)

Develop a marketing and advertising plan that builds brand awareness, and encourages

Novices to register for Ten Thousand Coffees.

Written proposal are to be e-mailed ([email protected]) by no later than

January 12th 2014 by 11:59pm EST.

Key deliverables may include:

An overall strategy to engage with the Novice demographic on a cross Canada grass-roots

level, focusing on organic strategies and tactics to drive traffic and ultimately Novices

joining the Ten Thousand Coffees movement.

An execution plan that helps us connect ten thousand Novices with ten thousand Experts

across Canada during the time period of this marketing campaign

Plan to discover and engage potential brand ambassadors

Positioning Ten Thousand Coffees as the go-to solution for connecting Novices with

Experts

Examples of the type of communications & tactics

The marketing and advertising plan should answer the following questions (at a minimum):

How can we generate discussion informally through grass-roots style movement?

How do we attract ambitious Novices and engage them to ensure Experts have a positive

experience?

How do we maintain website traffic and Novices’ interaction with the website?

How do we build a relationship with the Novices through social media channels?

How do we ensure all communications drives traffic to the website?

mailto:[email protected]


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*Note: the examples listed above are examples only and may or may not be a part of your final

plan. This is up to you and your overall strategy. We want to see innovation, individuality,

creativity and passion for the brand and the mission of Ten Thousand Coffees. This is a grass-

roots movement, and that should be reflected in the marketing plan.

Constraints

Budget: We ask that plans fit into a budget that does not exceed $20,000. However, if

you have an amazing idea that is pricier, we’d like to hear that too.

Time Commitment: Your plans should be easily executed by 2-3 individuals committing

approximately 5-10 hours per week between January and March 2014. If you are interested

in assisting us with the implementation of your plan, let us know.

Concluding Thoughts

Well that’s it. We want to thank everyone participating in the Advertising and Marketing Category, and look forward to all your proposals and presentations next month. Should you have any questions please direct all your questions via e-mail to [email protected].

mailto:[email protected]


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WRITTEN PROPOSAL RUBRIC

Written proposal will be worth 60% of the overall score Not to exceed 10 double-spaced pages. Appendix may be added for creative (if any) and will not count towards total page count.

The written proposal will be weighted:

Section A – 20% Section B - 35% Section C – 35% Section D – 10%

A. Understanding of brand and real world application

This criterion is concerned with the extent to which the proposal focuses on the relevant initiatives and conclusions to the Ten Thousand Coffees brand, and with the depth and breadth of the understanding demonstrated in the proposal. Relevant initiatives and conclusions are those that directly relate to the Ten Thousand Coffees brand, or those that the proposal has shown is important in relation to it. Depth and Breadth of understanding is shown by the plan’s ability to meet the objectives set forth by the Ten Thousand Coffees team, reach the target audience, and show a clear analytical understanding of Ten Thousand Coffee’s unique service offering. Does the proposal demonstrate an understanding of Ten Thousand Coffees that is relevant to the brief?

Does the proposal demonstrate current marketing and communications best practices and trends and can be executed within the constraints outlined in the brief?

ACHIEVEMENT

LEVEL DESCRIPTOR

0 Level 1 is not achieved

1 The proposal includes very little treatment of Ten Thousand Coffees brand and

demonstrates little understanding of what is being asked.

2 The proposal includes some treatment of the Ten Thousand Coffees brand

and demonstrates a rudimentary understanding of its application to the next generation marketing trends.

3 For the most part the proposal points out relevant information and

demonstrates a well thought out understanding of the Ten Thousand Coffees and its connection to the next generation.

4

The proposal consistently maintains a focus of real world application, understanding of the next generation and how the Ten Thousand Coffees connects across various means.

The proposal effectively takes into consideration the constraints outlined in the brief, thus showing a clear and elaborate understanding of marketing trends and applications of a program like Ten Thousand Coffees.


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B. Community engagement

To what extent does the proposal connect community groups that are relevant to the Ten

Thousand Coffees Brand? Does the proposal show an awareness of relevant organizations and groups (both regional

and national), and how they would become relevant in the execution of the plan? Do the examples chosen (i.e. outside of traditional groups like student unions and well

known organizations like DECA) show an innovative and original approach to community engagement?

This criterion is concerned with how the proposal displays an understanding of community engagement and is able to identify organization and groups (both on and off campus, regional and national) relevant to Novices and how exactly Ten Thousand Coffees would interact with these organizations.

ACHIEVEMENT LEVEL

DESCRIPTOR


1

The proposal shows no evidence of innovative and original approach to community engagement.

There is limited mention of community groups and organizations and how Ten Thousand Coffees as a movement would interact with them.

There are no appropriate examples.

2

The proposal shows little evidence of innovation and original approach to community engagement.

There is some mention of community groups and how Ten Thousand Coffees as a movement would interact with them.

There are some appropriate examples.

3

The proposal shows good evidence of innovation and original approach to community engagement.

There is a very good list of community groups and how Ten Thousand Coffees as a movement would interact with them and a clear description of how Ten Thousand Coffees as a brand would interact with them.

There are very good examples and an explicit strategy to execution for these examples.

4

The proposal is innovative and original in its approach to community engagement.

There is a solid list of community groups and a very clear description of how Ten Thousand Coffees as a brand would interact with them.

The plan is easily implementable to drive ongoing engagement across multiple platforms

There are very good examples and an explicit overall strategy that allows for ease of use across all groups and organizations.


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C. Quality of analysis of the brand

What is the quality of the inquiry into Ten Thousand Coffee brand and its place amongst the next generation?

Are the main points in the proposal justified? Are the arguments coherent and compelling? Have counterclaims been considered? (i.e. great ideas will often have barriers – how will

you overcome the barriers?) Are the implications and assumptions identified?

This criterion is concerned with the quality of analysis; research and how the claims and proposed ideas you have laid out have been justified.

ACHIEVEMENT LEVEL

DESCRIPTOR


1

There is no inquiry into Ten Thousand Coffees as a brand with the next generation, only description.

There are very few attempts at justifying the main points of the proposal/plan. There is very little evidence of any awareness of counterclaims.

2

The inquiry explores The Thousand Coffees as a brand with the next generation.

Most points are justified; most arguments are coherent. Some counterclaims are considered.

3

The inquiry explores with a high degree of insight, in considerable depth and/or detail, the Ten Thousand Coffees brand and its place amongst the next generation.

All, or nearly all main points are justified and arguments are coherent Counterclaims are explored Implications (execution, risks, etc.) of the plan are identified.

4

The inquiry explores with a high degree of insight, in considerable depth and/or detail, the Ten Thousand Coffees brand and its place amongst the next generation.

All main points are justified and arguments are coherent and compelling. Counterclaims are explored and evaluated. Implications (execution, risks, etc.) and underlying assumptions of the plan’s

ideas are identified.


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D. Organization of ideas

Is the proposal well organized and relevant to the Ten Thousand Coffees brand? Does the use of language assist the reader's understanding and avoid confusion? Are central

terms explained or developed clearly in a way that assists comprehension? When factual information is used or presented, is it accurate and, when necessary,

referenced? If sources have been used (not mandatory), have they been properly referenced in a way

that allows them to be traced?

ACHIEVEMENT LEVEL

DESCRIPTOR

0 Level 1 is not achieved.

1

The proposal is very poorly structured with little overall organization. It is difficult to understand what the proposal intends to accomplish. Factual information used to support arguments may contain significant

inaccuracies. Sources of information and ideas may not be acknowledged and there is no

attempt at referencing.

2

The proposal is satisfactorily structured, with adequate overall organization. In general, concepts are used clearly: if concepts are explained, explanations

are generally adequate. Factual information used to support arguments is mostly correct. Most sources of information and ideas are acknowledged; most referencing

permits tracing of courses, although precision may be lacking.

3

The proposal is satisfactorily structured, with adequate organization. Concepts are defined and clearly developed: if concepts are explained,

explanations are general adequate. Factual information used to support arguments is correct. Sources of information and ideas are acknowledged; most referencing permits

tracing sources.

4

The proposal is very well structured, with an effective overall organization, providing emphasis to key ideas.

Concepts are defined and clearly developed; where appropriate, refined by helpful explanations.

Factual information used to support arguments is correct. Sources of information and ideas are acknowledged; all referencing permits

tracing of sources.


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ORAL PRESENTATION RUBRIC

Oral presentation will be worth 40% of the overall score Final score will balance equally the presentation scoring sections Not to exceed 15 minutes

A. Identification of the Ten Thousand Coffees brand

Did the presentation identify relevant insight into the Ten Thousand Coffees brand, implicit or embedded in a real-life situation?

ACHIEVEMENT LEVEL

DESCRIPTOR

0 Level 1 was not achieved

1 The presentation referred to the Ten Thousand Coffees brand but it was irrelevant to the real life situation under consideration

2 The presentation referred to the Ten Thousand Coffees brand that was in some ways relevant to the real life situation under consideration

3 The presentation identified the Ten Thousand Coffees brand in ways that was clearly relevant to real life situations under consideration.

4 There was demonstration of clear understanding of the Ten Thousand Coffees brand and mission for both Novices and Experts.


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B. Treatment of the Ten Thousand Coffees brand

Did the presentation show a good understanding of the Ten Thousand Coffees brand, in the context of the real-life situation?

Note: Criteria A deals with insight related to Ten Thousand Coffees, whereas Criteria B deals with how that insight is then applied to real life (observation vs. execution).

ACHIEVEMENT LEVEL

DESCRIPTOR


1 The presentation showed some understanding of the Ten Thousand Coffees brand.

2 The presentation showed an adequate understanding of the Ten Thousand Coffees brand, and ideas presented are relevant to the brand

3 The presentation showed a good understanding of the Ten Thousand Coffees brand, and ideas presented are relevant and executable

4 The presentation showed a good understanding of the Ten Thousand Coffees brand, and ideas presented are relevant and executable, and address an understanding of both Novice and Expert needs.


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C. Team's perspective

Did the presentation, particularly in the use of arguments and examples, show an individual and innovative approach and demonstrate the significance of the Ten Thousand Coffees brand?

ACHIEVEMENT LEVEL

DESCRIPTOR


1 The presentation, in its use of arguments and examples or otherwise, showed limited personal and innovative involvement and did not demonstrate significance to the Ten Thousand Coffees brand.

2 The presentation, in its use of arguments and examples or otherwise, showed some personal and innovative involvement and adequately demonstrated the significance of the Ten Thousand Coffees brand

3 The presentation, in its distinctive personal and innovative use of arguments and examples or otherwise, showed a clear involvement and full demonstrated the significance of the Ten Thousand Coffees brand

4

The presentation, in its distinctive personal and innovative use of arguments and examples, showed a clear involvement and full demonstrated the significance of the Ten Thousand Coffees brand. The innovative ideas are executable within the budget and timeframe and are ‘on brand’ i.e. – directly elevate the brand with every interaction


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D. Connections

Did the presentation give a balanced account of how the Ten Thousand Coffees brand-marketing plan presented could be approached from different perspectives?

Did the presentation show how the positions taken on the Ten Thousand Coffees brand would have implications in related areas?

ACHIEVEMENT LEVEL

DESCRIPTOR


1 The presentation explored at least two different perspectives to some extent.

2 The presentation gave a satisfactory account of how the Ten Thousand Coffees brand could be approached from different perspectives, and began to explore their similarities and differences.

3 The presentation gave a clear account of how the Ten Thousand Coffees brand could be approached from different perspectives and considered the implications of these recommendations.

4

The presentation gave a clear account of how the Ten Thousand Coffees brand could be approached from different perspectives and considered the implications of these recommendations. The presented plan is fully implementable within the constraints in the brief and considers both Novice and Expert engagement.

Advertising and Marketing Case Competition from... · Novices - students, recent grads and young...

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