Projeto Norcau Nova Fórmula : uma experiência de estágio em jornalismo em agência de comunicação

Abstract

This experimental project originates from the internship experience in journalism at a communication agency between the years of 2021 and 2022. The research studied Norcau, a Brazilian brand of confectionery products, and the agency responsible for the company's communication. brand, Marqueterie, where the researcher completed her mandatory internship. In November 2021, the agency was informed that three of the company's most relevant and profitable products, the whipped creams, would have their formula and packaging updated. This project reported the preparation and execution of a communication plan in support of Norcau's new whipped cream formulas. The experimental project was based on the description of the object of research, bibliographic review and the ethnographic record of the action research method, which lasted for 14 months. The record addresses the processes of construction, delivery and monitoring of the strategies, and also how the researcher-intern used the design of integrated communication to work in synergy with the communication agency's social media, graphic design and influence marketing teams. The communication products were developed to reach the company's target audiences through two media outlets: the retail-specialized press and the group of 16 brand ambassadors that were led by the researcher-intern. These products included the action plan for a training and integration trip for ambassadors, supporting materials for the execution of the trip, a press release, a briefing and the consolidated report of actions that were submitted for awards in the area. The bond created by the ambassadors with the brand because of the trip positively benefited the program and resulted in the production of qualified content for social media during the product launch. The results of the press release served as a negotiation tool to assist in contacting sales representatives. The success of the project was recognized by awards in the area of corporate communication, demonstrating the importance of strategy and an integrated approach to communication consultancy.