SECOND ASSESSMENT INDUSTRY-BASED PROJECTDeadline: 24 May 2019, Friday, 11.59 pmValue: 60%Word count: 4,000 wordsFormat: Report and infographicTask: Create a ‘fictional’ brand that will compete with the brand that you chose for your first assessment. However, you need to create a brand with a ‘social purpose’. You will then use a digital marketing strategy to promote and sell your brand in a messy, consumer-driven and crowded market.This assessment is divided into two tasks: (1) the report and (2) the infographic on consumer journey. The report’s word count is 3,000 words. The customer journey (revised) is 1,000 words. However, you can adjust the word count for each component of the report and the infographic. Just make sure that you do not go beyond 4,000 words. In-text citation and referencing are not included in the 4,000 word count.What is a brand with a social purpose? A brand that essentially takes a stand on an issue, build and help communities, and advocate for positive change. Have you seen the recent Gilette Ad? That’s a good example of how brands are being utilised to promote innovative ideas and foster critical conversations on a particular issue. Creating brands with a purpose can be challenging. Without proper planning and critical thinking, a brand can become successful or it can be destroyed.Below are some articles to read on to help you think about creating brands with a social purpose. The importance of building brands with purpose. Gillete’s Ad proves the definition of a good man has changed How major brands use social purpose to build characterYour report should supply the following information:1. BRAND OVERVIEW. Provide essential information about your brand. Present information about the social issue that you want to tackle. Reflect on why your brand will stand out in a competitive market by tackling or covering a certain issue. This is where you can discuss your brand can compete with the brand that you chose for your first assessment.2. SOCIAL ENTERPRISE. Discuss the social issue that the brand addresses.3. CUSTOMER PERSONA (500 – 700 words). Based on identifying your brand’s target market, create one fictional character and present the following information: Personal: first name, representative photograph. Using a search engine such as Google Images, locate an image of a person who represents your persona. You will use this image as a visual representation of your persona. Demographic: Provide appropriate demographic data such as, age, gender, marital status, occupation, geographic location, and so on. Quote: Create a short statement for your persona that encapsulates/represents why they are a brand customer and/or interested in the product market. Hint: What problem are they seeking so solve, or what opportunity are they pursuing? Goals and tasks: In the context of your brand and the product market, what is the reason they use online channels? What do they need to do? Motivations: What influences decisions your persona makes in pursuing goal-seeking and taskrelated behaviour in relation to your brand and the product market? Challenges and Pain Points: What prevents your persona from achieving their goals or performing their tasks? What frustrates them? Information/news sources: Where does your persona look for product market information? This can include personal and non-personal sources. Hint: this may align with your own research process. Bio: In no more than 150 words describe your persona’s journey. Hint: This shows persona development is an iterative process. Hint: develop your persona but also review as you develop the customer journey.Take note: For persona presentation ideas please see: http://optinmonster.com/how-to-create-a-concrete-buyerpersona-with-templates-examples/4. DIGITAL MEDIA CHANNELS AND CONTENT. Map out and justify the use of different online channels to engage your target consumer. Pay special emphasis on the importance of Search Engine Optimisation (SEO) and Paid advertising in your work.5. STRENGTHS. Discuss the strongest aspects of your digital marketing strategy. Reflect on how the brand and the social purpose can be communicated effectively through your digital marketing campaign.6. CHALLENGES. Articulate some of the challenges that your digital marketing strategy might encounter in promoting and selling a brand. Articulate how you will address such situations.7. REFERENCES. Incorporate the references that you will use for your report, the consumer persona and customer journey.8. CUSTOMER JOURNEY (800 – 1,000 words). Map out how your target consumer (based on your consumer persona) will go through the different stages/phases of the customer journey. Make sure you provide information for the following: (1) sentiment, (2) customer needs and interactions, (3) customer expectations, and (4) improvement opportunities. Make sure that you also take into account how your customer will engage with the social issue that is being addressed by your brand. Take note: Please use the Clarabridge: Customer Journey Map Template. You draw on insights gained from your research, customer persona, and understanding of the following topics: Search, UX, CRM, personalisation, Content Strategy, Customer Service. The consumer journey should be submitted as a separate file. When you reference a scholarly or non-scholarly work in your customer journey, put the references in the reference list of your report. The individual makes decisions on how to present the assessment. This unit uses Turnitin so assignments must be submitted as an MS Word file. However, those who are wanting to use software such as Adobe InDesign to control design elements and for an overallprofessional finish may upload two versions. How does this work? The Word version includes ALL the text elements, the other version is formatted professionally. When you upload the files, indicate which one is to be marked. Note, you are not expected to have Visual Communication Design expertise or knowledge of the Adobe Creative Suite to succeed with this assignment.POINTERS FOR THE REPORT: Use Harvard Referencing Style. https://www.deakin.edu.au/__data/assets/pdf_file/0004/392305/Deakin-guide-to-Harvard.pdf A minimum of 3 scholarly resources and 5 non-scholarly resources. Do not plagiarise! Use a report formatting. You should use Headings and Subheadings. If you’re not sure how to write a report, check this link: http://www.deakin.edu.au/students/studying/study-support/academicskills/report-writing Paraphrase carefully. You must not use more than 10% of the word count for direct quotes. Please follow the format of the report below:FORMAT1. Title Page. This includes the unit title, the name of your brand, your name, student number, and date of submission. 2. Table of contents. This details the sections of the report. 3. Executive summary. This presents the key points of the report. Have a look at this link to know more: https://www.businesswritingblog.com/business_writing/2013/05/write-better-executivesummaries.html 4. Body of the report (one file). 4.1 Brand overview 4.2 Social enterprise 4.3 Consumer persona 4.4 Digital media channels and content 4.5 Strengths 4.6 Limitations5. References 6. Customer journey (submit as a separate file)*Image by iGmena (CC BY-SA 4.0)