Forest of Imagination Strategy Report
Date
Tags
- Marketing Strategy
- Brand Identity
- Marketing Brief
- University
In response to the marketing brief proposed by organisation- Forest of Imagination- I created a strategy report which included my market research, audience research and my own proposal for a new marketing campaign to promote their event at the end of the year.
Their brief was quite broad with a main focus to target a new audience demographic that fit into their branding and intentions. Forest of Imagination are a creative organisation who host events to engage the young people of Bath to explore the benefits of nature and creativity for learning purposes. The events get the family together and encourage community in Bath.
I proposed that they target an older audience of those living with dementia and their families. As someone who understands this condition with it being so close to home- I know the importance of creativity as a method of engaging the mind and how it opens bonding opportunities amongst friends and family of the person living with dementia. I researched into this target audience and created a marketing strategy including objectives, KPI’s, a user journey and promotional artefacts including social media marketing and engaging with care homes in the area in person.
#PaintingMemories Campaign:
The main idea for the marketing campaign was to run a creative colouring challenge in the build up to their 2025 event. This would encourage audiences to colour in a promotional Forest of Imagination image, submit their art online or through the post and to actively engage with the target audience by hosting events in care homes for patients and their families to colour together. These submissions would then be used to created a large mural to be presented at the end of year event to signify the community and creativity of the organisations ethos.
After we each individually created our own proposals and strategy reports, we then joined together in small groups to pitch an idea to Forest of Imagination. I was fortunate that my group chose my idea to continue developing and we pitched the concept receiving positive feedback for our idea.
This project was great industry-level experience in marketing and responding to a brief of an organisation. I am skilled in market research and developing my ideas based on facts and data which will translate well into a working environment.
