Needs a brand identity
With it’s rebranding into IHeartMedia last year, the former Clear Channel unshackled itself from the restrictive label of radio and embraced a new definition of self. Unfortunately, the public has failed to grasp this change and the company has struggled to describe its myriad of wonderful offerings for consumers and advertisers in a manner conducive to rapid recollection.
Power of Celebrity: With its massive reach and incredible station variety, IHeartMedia reaches every corner of popular culture and the celebrities who populate it. Additionally, the power of celebrity can permeate into all aspects of IHeart from Snapchat to live events.
There probably isn’t a shadowy organization that controls the music industry that allocates wealth and fame to certain people and businesses...But if there was, it would look like IHeartMedia.
Leverage the celebrity, and iHeart personalities.
Brand Managers: Adeel Shams, Kate Stewart
Strategist: Pat Grayhack
Copywriter: Jacob Pankey
Art Director: Sarah Carr, Rachel Wyse
How can Pepsi disrupt the beverage industry leveraging their partnership with Sodastream, and build a billion dollar brand in the Make-My-Own category, within 5 years?
Not enough people have Sodastream and those who have one aren’t using it to make soda. How can we sell Pepsi pods if people don't have Sodastreams?
After analyzing other successful beverage markets (coffee & wine) and comparing them to the soda market, we found a troubling contrast: Both of those markets have their own unique cultural spaces that have allowed them to endure shifting consumer trends, while the soda industry is constantly criticized and linked to health issues - leading to a decline in consumption. Amidst all the criticism, soda’s place in culture is diminishing.
We found an opportunity at the consumer’s workplace. A growing trend in the workplace is an increased focus on health: 70% of organizations are now offering some type of Health & Wellness program for their employees (forecasted to grow another 8% by the end of this year). Concurrently, employee unhappiness is also increasingly common: 87% of Americans are unhappy at work.
Position soda stream as the fountain of fun. Infiltrate the afternoon and bring joy into the mundane workplace.
Brand Managers: Adeel Shams, Benjamin Frye, Sta Sean Ridley, Stacey Garrett, Sarah Feroldi
Brand Manager: Basil Frye
Strategists: Noel Van Aartijk & Samantha Halle
Increase student attendance.
Students who have tickets are not showing up to the games. VCU averages around 200 no-shows per game.
Introduce app that allows students to meet other students to attend games with. No more advance ticketing, and introducing loyalty card, which will allow students to receive benefits for attending more games. We want to increase return rate leading to a greater number of student attendance to VCU men’s basketball games.
Interest in the program declines as they grow education levels
Build close relationships between players and students.
Brand Managers: Adeel Shams
Art Director: Ryan Witcher