TGC Brand Image Project

Overview

The Goal of this branding project was to brainstorm the solution of enhancing the brand and corporate image to:

Expand Customer base: draw recognition of higher-level clients
Talent Acquisition: Reduce turnover rate and Attract new graduate and talents

BACKGROUND

The Good Company marketing agency struggled with declining client numbers and high employee turnover, so this project will be addressed in two distinct parts by the two target segments.

UNDERSTAND THE PROBLEM

TGC relied on senior level networks to grow its customer base. Recognizing this as a short-term solution, the TGC PR department and I concluded to tackle the challenge by introducing innovative digital operations online and experimenting with new offline methods to enhance B2B relationships.

Using My Academic Knowledge I Suggested the Following

The power of social media grew exponentially and online traffic increased worldwide due to lockdown. This meant there was opportunity for growth and success for the online operation.
Utilizing the past client cases in advertising online, using the highlight story feature of social media to present a company magazine portfolio.
With large amount of marketing agency in Taiwan, to enhance the corporate image and standout from the competitors, create an IP character image of the company could be an effective way to distinguish in Taiwan market.

MARKET RESEARCH

Result (What Client (B2B) is looking for):

Statistic Outcome: Past Cases (Increased revenue or brand expansion)
Customer Testimonials: Increase brand trust towards unfamiliar companies
Professionalism: Clients want to see return on investment and does not want excessive involvement
Establish Trust: Through regular business reviews and follow-up.

Result (What Students are looking for):

Students who are still in school tend to focus more on knowledge sharing and brand case studies in the industry.
Graduates who are job hunting have a broader focus, majority on: industry knowledge, job opportunities, salaries, and benefits.

Suggestions: % of Post Topic Targeting Students

Brand case studies 20%
Industry knowledge 20%
TGC Life (Journal) 20%

4. Career Opportunities 15%
5. Other 25%

STRATEGIC APPROACH

1

2 Brand Case Study

Past Brand Case Study can directly showcase TGC's expertise and professionalism by providing more trusted predicted value to potential clients. The post contents should cover the subsequent benefits data of the campaign and visually present the overall coherence of the project, enhancing the shallow customer trust.
(Based on the legal contract with former clients.)

Seasonal Promotion

Engage with and re-share content by clients post or story. Helping clients' promotion while boosting our brand image.

3 Promotional Video

Quickly familiarize the clients with TGC's style, services, expertise, value, and reliability.

1 Brand Case Study

Present the brand case study in a visual and textual way, emphasizing the strategic approach, with the goal of educating and elevating The Good Company's professional image.

2

3 TGC Adventure (Life in the company)

This topic journal encompasses all aspects of The Good Company, including salary benefits, working environment, career prospects, and insights from senior level employees, fostering a youthful and approachable environment.

Knowledge & Market Trend Sharing

Attracting marketing students and talents to follow, leading them to enter the industry and increase brand recognition among the new generation.

Give It a Check

PHOTO SHOOT & VIDEO EDIT

TGC Merch

TGC Snack Time

TGC Merch

1/8

Copy of Maltie Family 形象報告 (1)_edited_edited.png

SAMPLE POST

Screen Shot 2023-02-04 at 1.58.39 PM.png

Post Ideation Process:

With only 2 video editors in the office, I created a video production model in Canva, reducing the producing time of working.
Generally posting corners of office to show the "Life in TGC".
With simple but colorful visual content, attracting younger talents, gradually make TGC become the leader in the entry-level of the industry.

KEY INSIGHT & RESULTS

Grow 100+ followers on TGC Instagram in 1 week.
10% Growth candidate base in compared to last month
CEO proposal for character image cooperating

Project Takeaway

This is the first time I have the opportunity to spread head a marketing campaign project in the real business world. I learned a lot and utilized a lot of my academic knowledge and software skills. I feel satisfied and a strong sense of achievement throughout the process. Although at the end, we didn't made the cooperation on the character image due to the financial concern of the company, but the proposal from the CEO is already a huge compliment and encouragement for my first try in my career life.

Overview

The Goal of this branding project was to brainstorm the solution of enhancing the brand and corporate image to:

Expand Customer base: draw recognition of higher-level clients

Talent Acquisition: Reduce turnover rate and Attract new graduate and talents

BACKGROUND

The Good Company marketing agency struggled with declining client numbers and high employee turnover, so this project will be addressed in two distinct parts by the two target segments.

UNDERSTAND THE PROBLEM

TGC relied on senior level networks to grow its customer base. Recognizing this as a short-term solution, the TGC PR department and I concluded to tackle the challenge by introducing innovative digital operations online and experimenting with new offline methods to enhance B2B relationships.

Using My Academic Knowledge I Suggested the Following

The power of social media grew exponentially and online traffic increased worldwide due to lockdown. This meant there was opportunity for growth and success for the online operation.

Utilizing the past client cases in advertising online, using the highlight story feature of social media to present a company magazine portfolio.

With large amount of marketing agency in Taiwan, to enhance the corporate image and standout from the competitors, create an IP character image of the company could be an effective way to distinguish in Taiwan market.

MARKET RESEARCH

​Result (What Client (B2B) is looking for):

Statistic Outcome: Past Cases (Increased revenue or brand expansion)

Customer Testimonials: Increase brand trust towards unfamiliar companies

Professionalism: Clients want to see return on investment and does not want excessive involvement

Establish Trust: Through regular business reviews and follow-up.

​Result (What Students are looking for):

Students who are still in school tend to focus more on knowledge sharing and brand case studies in the industry.

Graduates who are job hunting have a broader focus, majority on: industry knowledge, job opportunities, salaries, and benefits.

Suggestions: % of Post Topic Targeting Students

Brand case studies 20%

Industry knowledge 20%

​TGC Life (Journal) 20%

4. Career Opportunities 15% 5. Other 25%

STRATEGIC APPROACH

1

2

Brand Case Study

Seasonal Promotion

Engage with and re-share content by clients post or story. Helping clients' promotion while boosting our brand image.

3

Promotional Video

Quickly familiarize the clients with TGC's style, services, expertise, value, and reliability.

PHOTO SHOOT & VIDEO EDIT

SAMPLE POST

Post Ideation Process:

With only 2 video editors in the office, I created a video production model in Canva, reducing the producing time of working.

Generally posting corners of office to show the "Life in TGC".

With simple but colorful visual content, attracting younger talents, gradually make TGC become the leader in the entry-level of the industry.

KEY INSIGHT & RESULTS

Grow 100+ followers on TGC Instagram in 1 week.

10% Growth candidate base in compared to last month

CEO proposal for character image cooperating

Project Takeaway

Result (What Client (B2B) is looking for):

Result (What Students are looking for):

TGC Life (Journal) 20%

4. Career Opportunities 15%
5. Other 25%