PESO, AIDAR, and Brand Voice Report of the Toronto Raptors
To culminate the first chapter of my Digital Marketing class, we were instructed to report on some key features of our chosen brand (I, of course, chose the Toronto Raptors).
I first had to compile a list of various media tools that the Raptors have and label them within the PESO framework. Then, I had to shortlist to the media I found to be most important to highlight according to the brand.
In the next part, I had to identify which part of the AIDAR process each shortlist example fell under and explain my findings.
In the last portion of the assignment, I had to dissect the Branding of the Raptors, compare it to other brands within the Professional Basketball Industry. I then got to experiment with an alternative brand voice and evaluate how it effects messaging.
I found this report to be a fun culmination of everything we had learned and practiced in the first part of this class. I learned more about the various tools the brand uses to help create fans, who in turn also wind up becoming customers (and recurring customers as engaged fans). The branding exercise was my favourite part, because I got to compare a few teams that mean a lot to me and evaluate their similarities and differences in Branding.
I am proud of this piece, because I went above and beyond the tasks of the analysis, and was able to achieve a near perfect mark. For context, those who completed the assignment in full only as assigned earned a roughly B level grade, assuming little to no mistakes. Earning high 90’s in the chapter review projects for this class really requires students to go above and beyond, which in this instance, I had done plentifully.
Want to check out the Persona Card I created as a key tool in shaping my understanding of the Target Market for my assignments?