Campaign Proposal (30% weighting, 1350 words)
Due Date: Sunday 28 August at 10PM (week 5)
This assessment will equip students with advanced professional skills in researching and analysing organisational communication issues and strategic identification of communication solutions.
This assessment requires students to conduct advanced secondary research and analysis of the communication challenges or opportunities in a chosen organisation. Students will identify an organisational context to study, which may include their current workplace, and prepare a campaign proposal based on these initial findings. Please discuss your organisation and proposed campaign with your tutor before you proceed with this assessment.
For this assessment you should imagine a scenario where you are working as a Communication Manager for an organisation of your choice (which can include your current workplace). As part of your role you are responsible for monitoring and identifying potential issues and opportunities for improving and managing the organisation's communication processes. It is up to you to decide what type of communication function this scenario relates to. Some examples may include improving internal communication practices, developing stakeholder engagement materials, proposing changes to corporate branding or messaging, implementing a new policy initiative, program or campaign. The campaign plan you develop for Assessment 1 will be developed and refined for Assessment 2, and so the organisation and campaign you select will be used for both assessments.
The campaign proposal should include the following elements but you will need to devise your own headings:
Name of the organisation
Background - this section should include:
- a brief outline or overview of the scenario you have based your proposal on (who the organisation is - its function and strategic vision/mission - and why the communication activity is being proposed now e.g. are there specific contextual or time-critical factors?)
- the aim or purpose of the proposed communication plan (what does it aim to achieve? E.g. to raise awareness, increase sales, manage a reputational issue, launch a new initiative)
- a persuasive statement outlining why it is necessary to adopt a strategic communication approach (what the benefits are, including references)
- your research about the situation, or what is referred to as a Situation Analysis* (see below) which should include an analysis of the audience or key publics to whom the communication activity is targeted
Based on the findings that arise from your Situational Analysis, you need to identify preliminary goals and objectives that the campaign aims to address
Propose some strategies and key messages for engaging target publics in your campaign
An outline of the tactics to be used in the campaign and how they align to the proposed strategies
Recommendations - briefly state the recommended next steps for addressing the communication situation and progressing to a campaign plan.
Appendices (excluded from word count) - To include a timeline (estimated duration or start/end dates) and outline of resources required (both financial and human resources). You do not need to give specific details here as you will develop a timeline and budget for Assessment 2, but I want to see some evidence that you have considered the cost to the organisation of conducting your campaign.
References (excluded from word count) - scholarly and industry related publications
* The situation analysis should comprise a visual representation of a SWOT analysis and/or PEST analysis that demonstrates the key issues relevant to the chosen organisation and campaign design and the audiences most affected by the communication activity. If you are over your word count you might consider putting the results of your SWOT/PEST analysis into the appendix and discuss the findings in the background section (remembering to refer to the appendix).
You have two options for this assessment. You can choose to write a formal written submission or a PowerPoint presentation following the structure outlined above.
Where Powerpoint slides are used, students must ensure they meet the word count by including additional content, either written in the Notes section beneath each slide or by recording narration over the presentation, that elaborates on the details of the proposal. The total word count combines the words used on slides and those written in the Notes section or narrated. Presentations that are audio recorded should be accompanied by a written script which can be uploaded as a separate Word document along with the Powerpoint, or included in the Notes section beneath each slide.
There will be a group Zoom offered to walk through the assessments in week 1 of the course for all students. The session will be recorded, however, as you are given the opportunity to raise any questions about the assessment in an interactive and collegial manner, it is highly recommended you attend.
In addition, 1-1 consultations will be offered with external students by zoom in week 4 and with internal students during the first hour of the seminar to support Assessment 1. Students are expected to have a working draft or outline ready to discuss at this session as informal, verbal feedback will be provided about your ideas and development. More details about these support sessions will be posted on the course discussion forum.
A student exemplar and example proposal will also be shared during the week 3 seminar. Due to issues related to academic integrity these examples will not be available on the Course LearnOnline site so attendance in person or via Zoom link is highly recommended.
Marking criteria: Students are advised to access the marking rubric, available from the Assessment tab on Learnonline, before commencing this assessment. The following criteria will be used to grade work:
- Clarity about the campaign purpose, demonstrated by appropriate industry, scholarly and organisational research and analysis of the situation and target publics (20%)
- Relevance and alignment of campaign goals and objectives to the situation and organisational vision/mission (10%)
- Appropriateness of message strategies to deliver on campaign objectives (10%)
- Relevance of the recommendations and appendices to the proposal (10%)
- Identification and selection of tactics; alignment of tactics with campaign strategies and objectives (10%)
Presentation (15%) : Format, structure and appropriateness of the campaign proposal for professional practice
Written expression (15%): Fluency and exposition; accurate use of language, spelling and grammar
Referencing (10%): Appropriate use of referencing conventions, including adherence to UniSA Harvard referencing style in-text and in the reference list
Students will receive formative feedback on the development phase of their assessment during 1-1 consultations in week 4. Summative feedback will be provided by returned assessment with comments and mark ups that should be reflected on and incorporated into Assessment 2.
Course learning objectives
By completing this assessment, students will be able to:
CO1). Evaluate and analyse the strategic communication needs of organisations