Placement Summary and Evaluation
I. Introduction
This document provides a comprehensive overview of my professional project undertaken at Kojo Studios, an award-winning sports, experiences, and entertainment company, as part of the Master of Communication program at the University of South Australia. The project spanned two academic terms, commencing with foundational research and strategic development, and evolving into detailed implementation planning. The overarching goal was to develop and deliver a robust strategic marketing blueprint designed to align with Kojo's ambitious organizational objectives for growth, enhanced market positioning, and effective client engagement, both domestically and internationally. This report outlines the project's aims, development process, key deliverables, and an evaluation of its outcomes and potential impact using the AMEC Interactive Framework.
II. Project Aim and Organizational Goals
The aim of this professional project was:
To develop and deliver a comprehensive, research-backed strategic marketing blueprint for Kojo Studios, designed to reposition the agency as a must-choose partner, thereby driving brand awareness, fostering client acquisition, and encouraging service adoption across its diverse operational streams.
This aim directly supported Kojo's key organizational goals, which included:
Clearly positioning Kojo as a leading, integrated agency.
Effectively showcasing Kojo’s unique integrated service offering.
Driving new client inquiries and lead generation.
Amplifying Kojo's media and industry exposure.
Elevating Kojo’s brand onto the global stage.
III. Project Development: From Strategic Foundation to Implementation Blueprint
The project unfolded in distinct phases, beginning with the creation of a foundational marketing strategy and progressing to detailed planning for its execution.
A. The Strategic Cornerstone: "KOJO Marketing Strategy 2025"
The initial phase, primarily undertaken during the first term and summer placement, culminated in the "KOJO Marketing Strategy 2025." This comprehensive presentation deck, which received positive endorsement from Kojo's COO, was built upon extensive research, including situational analysis (SWOT, PESTLE), competitor reviews, and internal consultations. Key elements of this foundational strategy included:
In-depth Situational Analysis: Identifying Kojo's market position, key challenges, and strategic opportunities.
Clearly Defined Target Audiences: Initial segmentation of Kojo’s potential clients, which was later expanded in Semester 2 at the COO’s request to include New Prospects (Australia), Engaged Clients (Australia), International Clients, Influencers & Mid-Level Support Roles, and Recruitment & Internal Audiences. Each segment was profiled with detailed pain points, behaviours, and core channel preferences.
Articulated Strategic Insights: Highlighting Kojo's core differentiators, such as its integrated expertise, capacity for innovative solutions, and its global reach combined with local expertise.
Comprehensive Channel Strategy: Recommending an optimized presence across key platforms like LinkedIn (for B2B thought leadership), Instagram (for visual storytelling), and the company website, with considerations for new channels like podcasts.
Defined Content Pillars: Establishing five core content pillars (Culture and Values, Our Work, Our Clients, Our Success, and Our Community) to guide consistent and authentic content creation.
B. Semester 2: Detailed Implementation Planning & Creative Conceptualization
The second semester focused on translating the approved "KOJO Marketing Strategy 2025" into actionable plans and tangible creative concepts:
Key Performance Indicators (KPIs) and Measurement Framework: A detailed report was developed outlining specific, measurable, achievable, relevant, and time-bound (SMART) KPIs for each strategic objective. This encompassed metrics for brand awareness, engagement, lead generation, client satisfaction, content performance, and internal process efficiency.
Proposed Monthly Activity Calendar: A structured content calendar template was created, mapping out potential monthly marketing activities aligned with the defined content pillars and target audiences. This provided a practical guide for consistent efforts, accounting for seasonal variations in the sports and entertainment industries.
Samples of Video Types for Social Media: To support the visual storytelling aspect of the strategy, a creative document was produced presenting diverse video content concepts. This included ideas for behind-the-scenes features, expert interviews, tech showcases, event highlights, and employee-generated content, each with visual mock-ups and defined strategic purposes.
Proposed Marketing Team Structure and Approvals Process: Initial recommendations were formulated for a streamlined internal marketing team structure and a clear approvals process. This aimed to enhance efficiency and consistency in content deployment, addressing an identified need within Kojo.
Throughout this phase, particularly from early April onwards, the pace of direct tasking became variable due to my supervisor's (Matt Bennett) significant workload and major company projects. During these periods, I maintained proactive communication and pivoted to self-directed work, including research into B2B video marketing best practices, social media reel creation techniques, and preparing detailed shot lists, ensuring continued progress and readiness for implementation. The semester concluded with promising discussions about a potential "trial" project for me to create social media content, signaling Kojo's tangible interest in activating the developed plans.
IV. Key Exclusions and Rationale
The project was strategically scoped to deliver a comprehensive marketing blueprint and implementation plan, rather than full-scale execution, aligning with the nature of an academic placement and Kojo's internal operational timelines. Key exclusions included:
Full-Scale Content Production: The actual creation of all proposed marketing materials.
Deep International Market Localisation Campaign Plans: While international audiences were segmented, detailed campaign plans for each specific market were beyond scope.
Technical Implementation of New Marketing Software: This was deemed an operational decision for Kojo.
These decisions ensured the project remained focused on delivering high-value strategic assets that Kojo could then resource and implement according to its own internal capacities and priorities.
V. Evaluating Project Outcomes and Impact: Applying the AMEC Framework
To evaluate the outcomes and potential impact of this strategic marketing project, the AMEC (International Association for Measurement and Evaluation of Communication) Interactive Framework provides a valuable lens.
Objectives (Recap): The project aimed to support Kojo’s organizational objectives of enhanced brand positioning, market growth, and talent attraction through specific communication objectives like increased awareness, lead generation, and engagement.
Inputs: My contribution involved approximately 320 hours of research, strategic development, creative conceptualization, and stakeholder liaison. Kojo provided supervisor guidance and access to internal insights. Academic learning from the Master of Communication program provided theoretical underpinnings.
Activities (My Undertakings): These included comprehensive situational analysis, development of the "KOJO Marketing Strategy 2025," presentation to Kojo's COO, and the creation of detailed implementation plans (KPI framework, audience segmentation, activity calendar, video concepts).
Outputs (Tangible Deliverables):
The "KOJO Marketing Strategy 2025" presentation deck.
A detailed report on "Measurement, KPIs, and Audience Segments."
The "Kojo Proposed Monthly Activity Calendar."
The "Samples of Video Types" document.
Accompanying logbooks and critical analyses.
Expected Outtakes (Immediate effect on Kojo internal stakeholders):
Increased Understanding & Clarity: Kojo leadership and my direct supervisor now possess a clearer, documented understanding of a cohesive and integrated marketing approach, providing a shared language and framework for future efforts.
Enhanced Strategic Direction: The project outputs offer a clear pathway for future marketing, reducing ambiguity and enabling more focused decision-making on resource allocation and content priorities.
Empowerment for Action: My supervisor is equipped with a robust, COO-endorsed strategy and supporting plans to advocate for resources and initiate implementation, as demonstrated by his intention to push for a "trial" content creation project.
Expected Outcomes (Effect on target audiences if strategy is implemented):
Attitudinal Changes:
Increased Brand Awareness & Understanding: Among new prospects, influencers, and potential recruits regarding Kojo's full service range and integrated capabilities.
Improved Brand Perception: Kojo viewed more strongly as an innovative, "must-choose" integrated partner.
Enhanced Client Confidence & Loyalty: Existing clients feeling more valued and informed.
Behavioural Changes:
Increased Lead Generation & Conversion: Higher volume of qualified inquiries and successful new business conversions.
Greater Engagement: Increased interaction with Kojo's online content (likes, shares, downloads, video views).
Talent Attraction: Increased applications from high-caliber talent.
Broader Service Adoption: Existing clients utilizing a wider range of Kojo's integrated services.
Potential Organisational Impact (Longer-term benefits if strategy is successfully implemented):
Sustainable Revenue Growth and Increased Market Share.
Strengthened Brand Equity and industry reputation.
Improved Internal Alignment and marketing efficiency.
VI. Demonstrating Strategic Communication Expertise for Future Roles
This project serves as compelling evidence of my ability to manage a significant strategic communication initiative from conception through to detailed implementation planning. It showcases:
Strategic Thinking & Analytical Prowess: Demonstrated through thorough research, market analysis, and the development of a coherent, data-informed strategy.
Comprehensive Planning & Organizational Skills: Evident in the creation of detailed, actionable plans, including KPIs, content calendars, and audience segmentation.
Creative Conceptualization & Content Strategy: Proven by the development of innovative content ideas (e.g., video samples) directly aligned with strategic objectives.
Effective Stakeholder Communication & Management: Highlighted by successful presentations to senior leadership, incorporation of feedback, and professional liaison with my industry mentor.
Adaptability, Resilience & Problem-Solving: Proven through navigating a dynamic work environment, managing ambiguity, and proactively maintaining project momentum despite external variables.
Delivery of Tangible, Professional-Standard Outputs: A portfolio of strategic documents ready for organizational activation.
The positive reception of the strategy by Kojo's COO and the subsequent discussions around a "trial" project and potential freelance work underscore the real-world applicability and perceived value of the communication expertise applied throughout this placement.
VII. Conclusion
This professional project at Kojo Studios has been a transformative experience, enabling the practical application of advanced communication theory to address real-world organizational challenges. Despite the variable pace encountered during the second semester, the project successfully delivered a comprehensive marketing strategy and detailed implementation plans, equipping Kojo with the tools to significantly enhance its market presence and achieve its growth objectives.
The journey fostered substantial personal and professional development, particularly in strategic planning, creative conceptualization, adaptability, and proactive engagement. The tangible outputs and the promising prospect of future freelance collaboration with Kojo serve as a strong validation of the skills honed and contributions made. This placement has not only provided invaluable insights into the sports and entertainment marketing landscape but has also solidified my capacity to deliver strategic value and manage complex communication projects effectively.
