NICE ICE is a ‘once’ vibrant, engaging and successful ice-cream company that failed to keep up with the digital era, which contributed to outdated social media presence and uninteresting campaigns. Overall this complacency pushed them off the map and forced them to pursue a fresh new image and brand identity.
During my first year at University studying PR, I was set an assignment, which involved creating both an online and offline PR campaign for the fictional company ‘NICE ICE’. The aim was to rebrand their overall image, strategy and presence, increase custom and build positive reputations. The first task at hand was to undertake extensive research in successful ice-cream organisations, in order to measure growth and productivity. I was then able to explore strategic management and customer engagement within the industry, as well as Public Relations, which helped me understand and organise the task at hand.
I was able to improve my knowledge on campaign threats and challenges, as well as poor media outcomes. Evaluating customer satisfaction and company success opened my mind to the world of PR and helped me understand the importance of relationship building and communication as a whole.
- Presentation Design
- Strategic planning
- Campaign management
- Written & technological skills
- Public speaking
- Visual storytelling
- Communication skills
- Research analysis
- Creative design
My objectives were to spread overall awareness of NICE ICE and their updated image, generate global interest and social media presence, increase sales and customer engagement, as well as practice and achieve successful CSR by incorporating healthy alternatives. My ‘On The Nose’ campaign could potentially reach thousands of international publics and target groups, allowing NICE ICE to gain appropriate traffic to all digital platforms. Using competitions and hashtags with humorous slogans, appeals to all ages, genders and cultures, which is why utilising social platforms such as Instagram, Twitter and Facebook would be beneficial to the campaign and generate participants.
Collaborating colourful but informative slides as visual storytelling helped me ignite audience interest, as well as maintain consistent engagement throughout the presentation. Bright and colourful imagery or designs are effectively eye-catching and memorable, which benefits all internal and external communication on and offline.