AMN401 CHECKLIST FOR ASSESSMENT 2
Your task is to measure the integration of your client’s messages using a process measure. This involves:
- Audit of paid and owned media to show what cycle2city is saying and doing
- Social Media Listening study of earned media to show what others are confirming
- Applying the Strategic Consistency Triangle framework
- Three recommendations
PURPOSE AND OUTCOMES OF THE ASSESSMENT TASK
The Strategic Consistency Triangle (SCT) investigates the consistency between what a brand “says” and “does” and what others “confirm” about it. However, in this assessment task, we investigate this fundamental framework using the new technology of social media listening. This is the first time this has ever been done.
This assessment piece adds another two capabilities (social media listening and SCT application) to your skillset.
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Related Unit learning outcomes:
1. Integrate the theory, principles and practices of IMC and apply it to a contemporary business context.
2. Critically analyse customer and company data to measure integration and inform IMC strategy.
4. Communicate professionally and depict complex ideas in a simplified, visual form.
• DUE IN WEEK 9 – CHECK BLACKBOARD FOR DETAILS.
• 2000 WORDS (TABLES INCLUDED)
• PRESENTED IN A REPORT FORMAT
• SUBMITTED VIA TURNITIN ON BLACKBOARD PAGE UNDER ASSESSMENT 2
• You are not to contact cycle2city for any additional information.
You need to present this assignment in a report format. You are not required to include an introduction or executive summary, but you can do so if you wish and if it fits within your word count.
Write this report as if cycle2city was reading it. The look and tone of the report is professional.
Be mindful of the word count. Write succinctly and use dot points where appropriate. Tables and diagrams are also acceptable.
1. AUDIT OF PAID AND OWNED MESSAGES 8 MARKS
? An audit is a count of the frequency of messages, the platform on which the message appears, timing of the messages, as well as some examples of the kind of messages.
? We want to know what the brand is saying and what the brand is doing.
? What the brand is saying about the product through paid and owned messages – such as advertising its quality or talking about the company’s experience on their website.
? Paid messages are where the brand pays to leverage a channel like an advertisement.
? Owned messages are messages are where the brand owns and controls the channel like a website.
? Also look for messages about what the brand is doing. These are service messages about things such as product delivery or installation or customer service.
? You need to summarise the say and do messages in a table
? Make sure you are as accurate as possible in your count and classification of these messages. Don’t just say “a lot” or “often” in terms of the frequency of messages. Use the three descriptors of media schedules – (1) Continuous – continuous pattern of advertising across time (2) Flighting – intermittent periods of advertising and then no advertising (3) Pulsing – combines the two – continuous pattern with some increased periods of advertising activity around key selling events or seasons.
? Similarly with the timing. Look for special events or seasons or key selling times. Google trends might help you here.
? Ditto for your messages. Be as specific as you can. While QUT might position itself as the “University for the Real World”, sometimes its messages are about “don’t forget Open Day” or “you can change your preferences now” or “we’ve just been named in the top 100 young universities worldwide”. These are different messages and you need to identify them.
? Make sure that you reference where you got your information from. State your evidence. If you are discussing a particular website or YouTube channel or media platform, make sure that you include the link in your table.
? The time frame for this audit should be the last six months.
2. SOCIAL MEDIA LISTENING REPORT OF EARNED MESSAGES 8 MARKS
? Use the SML data you collected in Workshop 3.
? You can use the screen shots collected by the class workshop. As well as any additional screen shots you took, using different keywords, during the workshop. You cannot access the SML software outside of the class workshop, so make sure you come along or zoom in.
? Then use that information to provide summary of what customers and other stakeholders are saying about the brand on social media. What do they confirm about the brand?
? You need to compare this with the information you gathered on say and do messages in your audit, so you might want to present it in a similar manner.
3. APPLICATION OF STRATEGIC CONSISTENCY TRIANGLE 8 MARKS
? In this section, you report on the strategic consistency between the “say”, “do” and “confirm” from your audit and SML study.
? The “say” messages should be consistent with what the organization “does” and what others “confirm” about the brand.
? Are the three types of messages saying the same thing? If there is any difference, where does it occur? Report your findings.
? Then use the Strategic Consistency Triangle diagram to show the consistency (or not) in the different kinds of messages and where this is occurring.
? Be specific here. Use your audit and your SML as evidence. Making general statements is not going to earn you marks. Provide concrete examples. Map the inconsistencies.
4. RECOMMENDATIONS 8 MARKS
? The application of the Strategic Consistency Triangle has shown where the messages were consistent and where they were not. Build on these findings to offer at least three recommendations for cycle2city.
? What should they do to restore consistency? Is there a particular kind of message which is inconsistent and needs to be addressed?
? Even if they are all consistent, are they sending the right message? We don’t want the messages to be consistently bad.
? Make sure that your recommendations are relevant for action by an IMC manager. How could these recommendations improve the brand’s IMC strategy.
? You are to justify these recommendations using the findings from your audit, your SML study and especially your application of the Strategic Consistency Triangle.
5. CLARITY AND PERSUASION OF WRITTEN COMMUNICATION 8 MARKS
? Is your report within the 2000-word limit? Referencing and the reference list are not included in the word count.
? At least six references, including academic journals and industry reports, are required in this assessment piece.
? Make sure you reference any secondary research sources or supporting evidence you include, such as information on the Strategic Consistency Triangle.
? Does your report read well and have you checked spelling and grammar?
? Consider the ‘so what’ rule. If you mention something in this report there must be a reason so don’t just make a statement, tell us why this is relevant or important to know.
? Have you included page numbers?
? Please upload this as PDF as this is a more professional format and you will avoid any formatting issues.
SUBMITTING YOUR ASSIGNMENT
? Check the due date and time on Blackboard in Assessment 2.
? Please don’t leave uploading your assignment until the last minute. Assignments might take a long while to upload if there is high demand in the system.
? If you do have issues uploading your assignment, email your Assessment to your tutor before the submission time, otherwise we cannot accept it. Keep trying to upload it after you have emailed your tutor so he or she can mark it on Turnitin.
? If you have submission dramas, contact the people at IT services straight away. Take a screen shot that shows the time. That way you will have evidence that you have attempted to submit it before the due time.
? If you are unwell, or have an issue that makes it difficult to submit it on time (bad time management and lots of other assignments don’t count as an appropriate excuse) make sure that you apply for an extension before the due time. You have a couple of days to provide supporting evidence (like a doctors or councillors letter) but your submission of the application must be before the due date.
? If you have an extension, make sure that you email your tutor your assessment and also upload it on Turnitin. You MUST include your approval for late submission form.
? Any assessment submitted after the due date and time is an automatic zero. This is a QUT Policy.