You are required to prepare a ‘pitch’ for a new communication campaign. The objective is to win a tender for the campaign by illustrating a compelling communications plan for a local charity of your choice. You must devise an original communication campaign with clearly agued rationale and aligned creative strategy.
The choice of a local charity is entirely yours, but you must develop your original ideas, rather than reiterate what has already been done in promoting its cause. You might have an idea for a new approach or identify a new target audience or introduce a new communication channel, or perhaps an idea for re-positioning or refreshing an existing initiative. The potential budget and all other variables are left open. But please ensure that the scenario is plausible and reasonable (particularly in terms of resources that a local charity might have). One thing to bear in mind is the integrated theme of the course i.e. you don’t have to rely on just one media channel and should choose a media plan to suit your campaign strategy, using any media and any form of communication.
Your report must outline the five main areas of:
Strategic positioning: An explanation and justification of the choice of concept with reference to competitive positioning and differential appeal.
Target audience: An explanation and justification of the chosen target segment in terms of the behaviour, attitude and lifestyle.
Report: Communication Campaign for a Local Charity Organisation Word length: max of 3000 (excluding references)
Creative approach: An explanation and justification of the creative approach devised for the campaign.
Media strategy: An explanation and justification of the media strategy.
Effectiveness: An explanation and justification of the chosen measures of campaign effectiveness i.e. how you will assess whether the campaign objectives were met.
Please type all text with 1.5 line spacing and 12 size font. All material should be properly referenced according to the Harvard system of referencing used in most academic journals. This style of referencing is used in the Journal of Marketing Management (UK) available in the library and detailed on the back cover of the journal; addresses should be listed alphabetically.
Assessment criteria:
Offer a critical understanding of marketing communication theories.
Demonstrate the ability to apply marketing communication theories to your advertising
campaign.
Demonstrate evidence of critical thinking in selecting marketing communications
strategies and tools.
Show a critical understanding of the links between media environment and marketing
communications.
Demonstrate the ability to express your ideas in academic writing.
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