| Step | Description | Expected Student Results |
| 1 | II.INTRODUCTION A.Description of the business or organization * what is the type of business (manufacturer, wholesaler, retailer, service provider) * What products/services do they sell? *Who are the owners? * What is the businss's trading area (geographic boundaries from which it draws its customers. * What are the business's hours of operation? * Describe the business's customers/ target market. * What size is the business? How many employees do they employ? * How long in business? * How is their market segmented: (demographics, geographics, and psychographics)? * How do they advertise? What type of advertising do they do, product or institutional? * Do they currently have a loyalty program in place, if so, what is it? * Do they have a promotional budget? If so, how much? B.Description of the community (economic, geographic, demographic and socioeconomic factors) The information needed in this section needs to include the following : * Describe the geographic factors of the community. *Compare the location to major highways, airports, shopping malls, etc. *What is the economy like: include any major resources for the area *Describe the demographics of the area: age, gender, race, religion, etc. * Describe the socioeconomics of the community: how do people spend their time and how do they spend their money? C. Description of the Business or organization's mission, target market and existing branding efforts. * demographic information: age, gender, ethnicity, marital status, education, income level. * geographic information: area target market resides, rural, urban * socio-economic: how the target market spends their time, and money, what are their hobbies, what magazines do they subscribe to, what radio stations, TV Stations, etc. *How can you reach them * what is the business currently doing for branding efforts? Do they have a logo, signage, are they using digital media, are they currently utilizing social media? What does the store layout look like,what type of image are they portraying? |
II. Introduction, will include researching the information listed and typing it in a written report using the outline format. Students will conduct secondary research as will as primary research to gather the needed data. Students are encouraged to use surveys, focus groups, interviews for the primary data collection. Most secondary data will be collected using the Internet provided in class. The student will submit a rough draft to the mentor. The mentor will review, edit and provide effetive feedback for the student work, the student incorporates the feedback and submits a second draft for review, mentor reviews that draft. Students will make corretions and finally submit to teacher for teacher to grade. |
| 2 | III. Research Methods used in the study A. Description and rationale of the research methodologies selected to conduct the research study PRIMARY DATA: (Experimentation, Observation, panel, survey, personal interview, mall intercept, focus group, mail questionnaire, telephone interview) o What methods of Primary data collection were designed in order to get the pertinent information to complete the Introduction A. Description of the Business? o What information did you need to know in order to design your instrument? o What types of questions did you need to ask about the business or organization? (For the manager or owner)? (Include these questions in section III.) SECONDARY DATA: (information already researched; internet sources, City-Data sources, Map quest, sales records, clientele lists, etc.) What type of secondary data would need to be researched in order to get the Description of the Business? Does the business have a website? If so, research any type of promotion they currently are utilizing. Description of the Community: What type of data collection method did you utilize and why did you select this data collection method? What secondary sources did you utilize? B.Process used to conduct the selected research methods(s) How did you collect the Primary Data? What method did you utilize? Include in this section any Interview questions, focus group questions and/or survey. |
III. Research Methods used in the study In this section the students will have prepared a survey, interview questions, focus group, etc. of their choice and decided on which primary and secondary data collection would be more useful. Secion III. B, is what the students did to actually conduct both the primary and seconday data. The student will submit a rough draft of their survey questions to the mentor. The mentor will review, edit and provide effetive feedback for the student work, the student incorporates the feedback and submits a second draft for review, mentor reviews that draft. Students will make corretions and finally submit to teacher for teacher to grade. |
| 3 | IV FINDING AND CONCLUSIONS A.Findings of the research study; students will access the information gathered, review findings and create charts and graphs depicting the data gathered. B. Conclusions based on the findings; read data collected and write a thorough explanation of their findings. |
Students will write in paragraph form, what they gathered with the data collection and how the company presently stands in relationship to target market, customer demographics, geographics, socio-economic factors, and the customers thoughts of their current branding efforts. Students will also create charts and graphs analyzing their findings of the surveys. The student will submit a rough draft to the mentor. The mentor will review, edit and provide effetive feedback for the student work, the student incorporates the feedback and submits a second draft for review, mentor reviews that draft. Students will make corretions and finally submit to teacher for teacher to grade. |
| 4 | V. Proposed Rebranding Plan A. Objectives and rationale of the proposed rebranding plan B. Proposed activities and timelines: decide on what the business could do in the form of advertising, promotions, public relations, social media, etc. and figure out how they could implement their plan |
V. Proposed Rebranding Plan: based on their research and come up with a strategic plan to implement the plan. The student will submit a rough draft to the mentor. The mentor will review, edit and provide effetive feedback for the student work, the student incorporates the feedback and submits a second draft for review, mentor reviews that draft. Students will make corretions and finally submit to teacher for teacher to grade. |
| 5 | VI. Proposed Budget A. Costs associated with proposed rebranding strategies B. Proposed metrics to measure return on investment (ROI) |
They will also set a budget and come up with means of measuring the results. Since we do not actually implement the project at a place of business, it is hard for the students to understand how to get the information on ROI and tracking sales. They will probably need a little more help in this section. |
| 6 | I. Executive Summary One page description of the project |
Students will outline their project in a one page report for the executive summary. This is a very important part of the project; in some cases, this is the only part that the judge will be able to read. The student will submit a rough draft to the mentor. The mentor will review, edit and provide effetive feedback for the student work, the student incorporates the feedback and submits a second draft for review, mentor reviews that draft. Students will make corretions and finally submit to teacher for teacher to grade. |
| 7 | Oral Presentation | Students are expected to present their information in an oral presentation/ PowerPoint presentation. The students will compete at a District Level in February and the top two winners from each category will move on to the State level. Mentor role: any feedback that will help the student succeed in the presentation will be appreciated. Make sure slides are professional, not cluttered, that the presentation |
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