The Maritime Play Therapy Centre is considering whether to divide its services into two distinct entities, each with its own brand identity. The primary goal of this project is to assess the current brand's effectiveness in representing both services and to determine if a separate identity is necessary. Students will conduct a brand analysis, examining the strengths and weaknesses of the current brand in relation to the company's dual services. Based on their findings, they will develop a strategic plan for either rebranding or reinforcing the existing brand identity. This project provides an opportunity for learners to apply marketing and branding theories from their coursework to a real-world scenario, focusing on brand differentiation and identity management. The project will culminate in the creation of a social media or new media campaign designed to align with the chosen brand strategy, enhancing the company's marketing communications.

The deliverables for this project include a comprehensive brand analysis report that evaluates the current brand's effectiveness and provides recommendations for either rebranding or reinforcing the existing identity. Additionally, students will develop a detailed social media or new media campaign plan that complements the chosen brand strategy. This plan should include proposed content, platforms, and a timeline for implementation, ensuring alignment with the company's marketing objectives.