Branding & Media Marketing 101 Overview

Branding & Media Marketing 101 

Summer Camp Overview

This unique camp gives students a first-hand look at how we are surrounded by marketing messages everywhere we go. Campers will compare good and poor marketing campaigns and learn about the importance of branding. Campers can run a mock business venture or create and start a real-life business. Each camper will develop a real working business plan, business model, stationary including business cards, and marketing plans. Recommended for ages 10-14.

Class Structure

1pm - 2pm 

• Review and discuss yesterday's lecture and team activity
• New lesson lecture and discuss the lesson activity for the day

2pm - 3pm 

Lesson Activity - Work in teams on business's brand image, plan, and marketing strategy

3pm - 4pm  

• Lesson activity class discussion and a look ahead at tomorrow's objective
• Students to discuss their teams progress and goals

Class Outline

Monday

Introduction 

• Class structure and outline of weeks objectives 
• Class expectations 
• Student survey

New Lesson - The Plan

• Starting a business: deciding a business purpose, mission, audience, image, and plan. Students will see examples of branding and marketing campaigns from familiar companies. Students will learn what it takes to have a successful business and marketing campaign.

Lesson Activity

• Select teams and begin to think about business and marketing plans for team 
• Class to decide business type, make a business plan, select team roles, outline budget and finances, discuss the business size, decide target market and create a marketing plan that includes brand images and logos, discuss business purpose, mission, milestones, and goals, business ethics. 

Look Ahead at the Week's Objectives 

• Discuss how each day will go and what they are to expect from and what is expected of them. 
• We'll continue to work on our an area of our business each day with a goal of presenting what we've learned at the end of class on Friday for our new business seminar! We encourage all parents and friends to come along and see the students portfolio's which will include their business plan, brand image, marketing plan, as well as their business cards and flyers. 

Tuesday

• Review and discussion of yesterday's lecture and lesson activity, discuss what groups decided on type of business, target market, business mission, and team roles. 
• New Lesson - Creating a Budget and Finance Management; annual, monthly, quarterly budgets discussed as well as how various businesses obtain various types of capital. 
• Discuss lesson activity and break into teams. 
• Teams to complete any loose ends from Monday and begin to work on budget and finance plans (simple budget worksheet handout). 
• Once budget completed, teams will focus on portion of budget allocated for marketing and begin working on their brand image and marketing plan. 
• Class to discuss teams progress at the end with the rest of class. Discuss tomorrow's objective and activity plan. 

Wednesday

• Review and discussion of yesterday's lecture and lesson activity, discuss what groups decided on their start-up budget, where they are getting their start-up finances from, their marketing plan outline, and brand image direction. 
• New Lesson - Branding and Image Design; what image are we trying to convey to our audience (target market selected in business plan), 3 c's of design (components, composition, concept), need to take into account our business location and ethics when beginning our design and marketing campaign, are we appealing to everyone in our target  market and audience? 
• Review of the days activity: finalize a brand image/design for your business card and flyer. Break into teams and work on designs.  
• Class to discuss teams progress at the end with the rest of class. 
• Discuss tomorrow's objective and activity plan. 

Thursday

• Review and discussion of yesterday's lecture and lesson activity, discuss what groups worked on and what direction they are taking their brand image/ design. 
• New Lesson - Marketing Strategy and Marketing Plan: now that we know who our target audience, our business objectives and budget, and have our brand image, we are ready to market ourselves to the public! We've been working and finalizing our business cards and flyers, now that we are ready to have them printed, we need a plan to distribute them. There are a variety of ways that we can expose our image to the public, including printing our own business cards and flyers, social media outlets, radio and television broadcast, newspapers, magazines, blogs, and the most valuable method, word of mouth. 
• Students will discuss and work as a team their marketing plan and strategy to present to the class tomorrow. 

Friday

• Review and discussion of the weeks lectures; how we came up with a business purpose, mission, plan, budget, audience, image, and marketing plan. 
• Last Lesson - Business Assessment and Analysis; students learn about the percent of businesses that fail with in the first five years and the difficulty and challenges of maintaining a business, how a financial plan can change with unexpected expenses. A successful business takes constant checks and balances, and the class discusses how to enforce and regulate ethical and fair assessments and reviews. 
• End of class: Ms. Adrienne's Summer Camp new business seminar! Class to show their business portfolio complete with final business plan, marketing plan, brand image, business card, and business flyer. 

Class Materials

• Small computer or laptop with software able to create simple images and text for our business plans, logos, and marketing strategies. 
• Portfolio Folder
• Sheet protectors