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Title: We sing. We dance. We love Celine Jessandra school of performing arts : developing an integrated marketing communications campaign applicable to small enterprises
Authors: Cai, Shiwei
Chen, Clement
Muhammad Iqbal Abdul Aziz
Primalani Rikesh Chandru
Keywords: DRNTU::Social sciences::Communication
Issue Date: 2011
Abstract: Using Integrated Marketing Communication (IMC) theories, this paper seeks to address branding issues faced by a local music establishment, Celine Jessandra School of Performing Arts. Based on research, and the use of brand concepts and methodologies, we seek to identify the challenges our client is facing, culminating in this proposal’s aim to help resolve them.To create a more focused proposal, we segmented the strategies into two aspects. They are re-branding the school, as well as reaching out to its potential audience and cultivating greater awareness. The strategies discussed are geared towards improving brand associations, as well as to help the school achieve specific predetermined goals; including but not limited to – developing a more vibrant, personable and credible image brand, as well as making both its external (mainly) and internal communications more efficient.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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