DIGITAL & SOCIAL MEDIA COMMUNICATION - PROJECT 3

25/10/19 - 22/11/19 (Week 9 - Week 13)

Yeap Phay Min (0331073)

Digital & Social Media Communication

Project 3 - Four Lenses

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LECTURE NOTES

Project Brief
25/10/19 (Week 9)
This week, we were brief on our next project which is about the four lenses. Previously when we went to Growthops we lightly touched on that topic as well.

The 4Cs
- Company
- Category
- Consumer
- Culture

The goal of the four lenses is that it has the ability to connect and organisation's goals and values with an audience's needs and desires.

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INSTRUCTIONS




25/10/19 - 15/11/19 (Week 9 - Week 12)
Throughout the weeks, my group and I worked on this project through research as well as the reference guide shared with us in class. Mr Asrizal also gave us feedback on how we can improve on the content in our slides.

22/11/19 (Week 13)
Here is our compiled slides of the four lenses:

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FEEDBACK

15/11/19 (Week 12)

Voice of the brand
- it should revolve around what do people actually say about the brand, such as lifestyle and quality.

State of education industry
- Look into whether it is growing or not

PESTEL
- Research on each individual factor, relating back to education.

SWOT
- This section can include more on the education side of things.

Partners
- Look into partners such as Growthops.

Consumer
- The potential consumer refers back to our persona
- As for advocates, they are people who can talk about Taylor's positively
- Talk about the behaviours and emotions

In addition to that, we also missed out on future trends, and we were shared a link discussing about the industrial revolution that would help.

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REFLECTION

EXPERIENCE
This project was a little challenging especially the PESTEL section as we needed to do more research on the education industry, which turned out to be quite interesting to read up on. Overall, this project was a good learning experience as now I'm more aware on how the four lenses work for a brand.

OBSERVATION
Through this project, I observed that doing a competitor analysis (SWOT) is useful for a brand as you can identity the competitor's positive and negative external and internal factors.

FINDINGS
Overall, I found that by doing the four lenses, it dives deeper into the brand and the whole category of it which seems to be useful for the brand to know about.