2.1 | Establishing our Identity

STEP 1 - LEARN

• View this presentation to learn about how corporations establish their identity through marketing.

LEARN FROM THE EXPERTSTARGETING POTENTIAL BUYERS

• Every sales campaign should target the many different people who are potential buyers.

• Each sales campaign should maintain a consistent look and feel.

• Each marketing piece should reflect the desires of its target audience.

• Each marketing piece should reveal a perk of buying the product.

Who is the audience of this ad? What does the ad suggest about the product and the consumer?

Apple, Inc.

Who is the audience of this ad? What does the ad suggest about the product and the consumer?

Apple, Inc.

Who is the audience of this ad? What does the ad suggest about the product and the consumer?

Apple, Inc.

Think about theme. What is visually similar between these three ads? What are verbal similarities?

Apple, Inc.

WATER

• On the next slides, compare the identity Dasani is portraying to the identity of Vitaminwater.

• After looking at the images, discuss the identities as a class.

Dasani

Vitaminwater

• What identity is Dasani portraying?– Judging by the images,

what type of person are they targeting?

– How can you tell?

• What about Vitaminwater?– Judging by the images,

what type of person are they targeting?

– How can you tell?

ATHLETIC APPAREL

• On the next slides, compare the identity Nike is portraying to the identity of Athleta.

Nike and Athleta

Comparison: Nike vs. AthletaHow do they market their identity differently?

Athleta

How does Athleta emphasize modern, bohemian, girl-power in its ads?

Athleta

Athleta

Athleta

How does Nike emphasize athleticism, dedication and hard work in its ads?

Nike

Nike

Nike

Think about theme by looking at this ad campaign. What is visually similar between these three ads? What are verbal

similarities?

Nike

• Every business needs to evaluate the identity they want to convey to their audience.

• How do we want our purchasers (parents) and consumers (students) to perceive us?

• What feelings (good, bad or neutral) do people have about our yearbook?

• What has been our identity in the past?

• Do we want to emphasize our past identity or do we need to create a new one?

CLASS DISCUSSION

STEP 2 – PRACTICE & USE

• Look at Handout 2.1 – Yearbook Reader Survey think about the questions to ask their readers to understand the audience.

• Brainstorm other questions that will help to understand what students want in their yearbook.

• Edit and distribute the survey to as many people as possible for use on Day 5 of this unit.