A marketing communications plan to increase brand aAwareness of Accents & Art

Abstract

Accents & Art Limited (A&A), is a fully Ghanaian-owned company founded in May 2000 by Constance E. Swaniker. The company specializes in furnishings and décor made primarily out of metal, with wood, glass, and cane accents. The primary objective of this project was to identify a problem that Accents & Art faced, and go through the necessary steps to find an appropriate solution for it. Having been in operation for a little over 16 years, A&A has relied mainly on customer referrals to gain business and new customers. This has led to them having relatively low brand awareness thus making it difficult to attract new customers. Qualitative research was used to find the appropriate and most effective means by which A&A could reach potential clients. Findings from this were then used to craft a solution suited to A&A and its problem. This solution was a marketing communications plan based on the PASTA model which involves Problem Definition, Analyzing, Strategy, Tactics and Action. When implemented, this marketing communications plan will be able to help A&A increase its brand awareness and thus be able to attract a wider range of new customers.