We sing. We dance. We love Celine Jessandra school of performing arts : developing an integrated marketing communications campaign applicable to small enterprises

• Main Authors: Cai, Shiwei, Chen, Clement, Muhammad Iqbal Abdul Aziz, Primalani Rikesh Chandru
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/45198
• Institution: Nanyang Technological University

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.