CDC200A_Assessment 2_Integrated Campaign Strategy_Module _Oct/20 Page 1 of 7ContextThe way that brands speak to their audience has changed over the last few decades. There has beena shift in recent years from traditional or ‘old’ media such as print, radio and television to new media– interactive digital technology from websites and blogs, to social media and … Continue reading “Integrated Campaign Strategy | My Assignment Tutor”
CDC200A_Assessment 2_Integrated Campaign Strategy_Module _Oct/20 Page 1 of 7ContextThe way that brands speak to their audience has changed over the last few decades. There has beena shift in recent years from traditional or ‘old’ media such as print, radio and television to new media– interactive digital technology from websites and blogs, to social media and VR environments.Communication and storytelling in new media are increasingly enhanced by the use of visuals. Thiscan be seen in a range of applications from the use of emojis and animated GIFs in text messages toInstagram or Google Lens. While the power of visual storytelling in old media can be exploredthrough semiotics or visual rhetoric, new media brings a whole set of new challenges with elementslike sharing and interactivity. This assessment advances your analytical skills by exploring ways tocommunicate a brand’s message to a specified target audience using a visual narrative acrosstraditional and new media platforms. You will demonstrate your understanding of the opportunitiesand challenges of old media and new media communication in engaging with your audience. This is ASSESSMENT 2 BRIEFSubject Code and NameCDC200A Message Meaning MediaAssessmentIntegrated Campaign Strategy (Interim Submission)Individual/GroupIndividualLengthPDF documentation 16-20 pagesLearning OutcomesThe Subject Learning Outcomes demonstrated by successfulcompletion of the task below include:a) Examine and apply historical and cultural references toexpand visual knowledgeb) Explain the development process for the design of a symbolsystemc) Develop a systematic approach to symbolic communicationusing a range of sourcesd) Produce informed responses to a range of complexcommunication problemse) Apply theoretical concepts and creative skills within acontemporary contextSubmissionFace-to-face students: Due 11:55pm AEST/AEDT day of classof Module 7Online students: Due 11:55pm AEST/AEDT Sunday of Module7Weighting35%Total Marks100 CDC200A_Assessment 2_Integrated Campaign Strategy_Module _Oct/20 Page 2 of 7an essential skill set for visual communicators as we craft messages with a specific objective anddeliver them effectively through the appropriate channels. This is the foundation of brand strategy,marketing, and advertising.TaskAs individuals become more discerning about what they read, hear, see and buy, it is increasinglyimportant for brands to communicate in an authentic and relevant way. Brands can leverage theirreach and influence in order to challenge perceptions, spark important discussion, and encouragepositive change. New media provides ever more opportunities for an idea to spread quickly and foranyone to engage in the discussion.Your task is to create an integrated campaign for a brand that provides a commentary on a currentsocial issue. After identifying a brand and social issue to work with, you will develop a strategy foryour campaign, including defining the key message for your commentary, the way you willcommunicate it, your target audience, and the media platforms you will use to reach them.Your campaign may take the form of a series of visuals, or a key visual that takes different formsacross various media platforms. Consider how you will use both visuals and words to communicateyour message. Your strategy will include a plan for your entire campaign, including sketches orstoryboards for each execution.Instructions1. Choose Your Client and TopicChoose a brand from the list below as the client for your campaign. Choose a topic from thesuggested list to base your campaign on. If you have another topic not on this list that alignswith your chosen brand, discuss with your lecturer. Clients• Ansell• Sanitarium• ME Bank• Powershop• Cotton On• Little Creatures• JB HiFi• JetstarTopics• Consumerism: How much is too much?• Digital wellbeing• Great Australian Dream – or Myth?• Work/life balance and burn-out• Waste• Body shaming• Tourism’s impact on Indigenous land• Gender diversity 1. Research Your Client, Audience, and TopicInvestigate your client brand, target audience, and topic.• Who is the brand’s target audience? What are their demographics andpsychographics?• What are the brand’s values? What are their key messages?CDC200A_Assessment 2_Integrated Campaign Strategy_Module _Oct/20 Page 3 of 7• What strategies have they used in the past?• Which media platforms do the target audience engage with? When, where, and howdo they engage?• What impact does the topic have? Who does it affect? Why is it important?• What does the target audience currently know or think about the topic?2. Develop your Messagea) Define the objective of your campaign. Based on your research, what do you want thetarget audience to know, think, feel, or do about the issue?b) Brainstorm potential messages or angles in line with this objective. It may help to thinkof them as headlines that would appear in your campaign, but focus on getting the rightmessage across rather than perfecting the words at this stage. Mind mapping can be auseful tool to unpack the topic and explore potential angles. Consider how you mightappeal to your target audience through:• Ethos: The ethical appeal; to convince an audience of the author’s credibility orcharacter• Pathos: the emotional appeal; to persuade an audience by appealing to theiremotions• Logos: appeal to logic; to convince an audience by use of logic or reason.c) Choose your strongest angle and summarise your strategy by filling in the blanks:Get [target audience]Who [currently think A and B]To [desired perception and/or behaviour]By [angle for creating the desired shift]3. Visualise your MessageTurn your message into visuals that will engage your target audience. Ideation techniquesthat may be useful include mood boards, collage, sketching, word association, SCAMPER,Crazy Eights, and storyboarding.Consider:• How might you use visual rhetoric to tell your story? What imagery could you use?• How might you use symbolism to communicate your message?• Could you use juxtaposition to create interest, shock, or discomfort?• Could you use subversion to make a statement?• Could you use multiple scenarios to tell your story?• Is there a key symbol that might recur throughout your campaign and tie ittogether? This could include imagery, icons, a colour palette, or a visual device.• How might your visual narrative work as a series? Does each execution stand alone?How might the message be enhanced by seeing them together?CDC200A_Assessment 2_Integrated Campaign Strategy_Module _Oct/20 Page 4 of 7• How might you use words, like a headline or small amount of body copy, to supportyour visual and enhance the communication of your message? Is this identicalthroughout your campaign, or might it adapt for different executions?Develop a minimum of three potential directions as rough sketches. At this stage of thecreative process, the focus is on the idea and getting the messaging right. You will developdigital artwork for your chosen concept in Assessment 3.You may have ideas on how you might execute some of these concepts. Sketch any thoughtsyou have on what form they might take or what media you might use.Get feedback on your potential directions from your peers to help you select and refine yourstrongest one in order to develop potential executions.4. Sketch Potential Executions for your Chosen Concept (Minimum 4)Brainstorm potential executions or touchpoints for your chosen concept to connect youraudience with your message. Include both traditional and new media platforms. Eachexecution should work independently and they all also need to work together cohesively asa campaign.Consider:• How can you leverage the media platforms your audience engages with that youdiscovered in your research?• What touchpoints are unique to your brand? For example, Little Creatures andSanitarium have product packaging; Jetstar has airport check in, staff, menus andmagazines in each seat pocket.• How might traditional and new media platforms complement one another? Forexample, an AdShel poster might direct the audience to a website; a physicaltouchpoint might be worthy of sharing on social media with a hashtag.• How might your campaign adapt its visual or wording for each execution while stillretaining the message and consistency as a campaign?• How might you use particular media, such as video (like TVCs, social media, orYouTube pre-rolls) or experiential marketing (like an event or pop-up experience) toexpand on the story?• How might you facilitate or encourage linking and sharing within your campaign?5. Write A RationaleSummarise your reasoning behind your approach:a. Why is your message important? Why have you chosen this angle?b. Why will your visual approach resonate with your audience? Why have you chosenthis approach?c. Why will your ideas for executing your campaign work? Why have you chosen thesetouchpoints/media platforms?d.CDC200A_Assessment 2_Integrated Campaign Strategy_Module _Oct/20 Page 5 of 76. Collate Your SubmissionUse InDesign or similar software to collate your process work into a presentation document.Include:a) Research on your client, target audience, and topicb) Ideation on your message, including all brainstorming and notesc) Summary of your strategy (Get/Who/To/By)d) Concept development on visualising your message, including all mood boards,brainstorming, sketching, and notese) Minimum three potential directions as rough sketchesf) Peer feedback on your conceptsg) Concept development on potential executions for your chosen concept, including allbrainstorming, sketches, and notesh) RationaleReferencingUse APA style for citing and referencing research. For more information on referencing visit ourLibrary website: http://library.laureate.net.au/research_skills/referencingSubmissionExport your Integrated Campaign Strategy as a single, multi-page PDF with the naming conventionsSubject Code_First Name Initial_Surname_Assessment Title.pdf, e.g.CDC200A_A_Jones_Assess2.pdf.Submit your PDF via the Assessment link in Blackboard. Your Learning Facilitator will providefeedback via the Grade Centre. Feedback can be viewed in My Grades.Academic Integrity DeclarationI declare that except where I have referenced, the work I am submitting for this assessment task ismy own work. I have read and am aware of Torrens University Australia Academic Integrity Policyand Procedure viewable online at http://www.torrens.edu.au/policies-and-formsI am aware that I need to keep a copy of all submitted material and their drafts, and I will do soaccordingly.CDC200A_Assessment 2_Integrated Campaign Strategy_Module 7_10/20 Page 6 of 7 AssessmentAttributesFail (Unacceptable)0-49%Pass(Functional)50-64%Credit(Proficient)65-74%Distinction(Advanced)75 -84%High Distinction(Exceptional)85-100%Knowledge andunderstanding ofclient, audience, andtopic20%Partially developedexploration andunderstanding of theclient and targetaudience.Basic exploration andunderstanding of the clientand target audience.Proficient exploration andunderstanding of the clientand target audience.Thorough exploration andunderstanding of the clientand target audience.Extensive exploration andunderstanding of the clientand target audience.Partially developedexploration andunderstanding of thetopic.Basic exploration andunderstanding of the topic.Proficient exploration andunderstanding of the topic.Thorough exploration andunderstanding of the topic.Extensive exploration andunderstanding of the topic.Development of keymessage20%Demonstrates a limitedability to craft a keymessage that leveragesinsights into the targetaudience.Demonstrates a functionalability to craft a keymessage that leveragesinsights into the targetaudience.Demonstrates a proficientability to craft a key messagethat leverages insights intothe target audience.Demonstrates an advancedability to craft a keymessage that leveragesinsights into the targetaudience.Demonstrates asophisticated ability to crafta key message thatleverages insights into thetarget audience.Use of ideationtechniques to translatekey message intovisuals30%Concept development islimited in its breadth anddepth to explore visualresponses to the keymessage.Concept development issufficient in its breadth anddepth to explore visualresponses to the keymessage.Concept development issound in its breadth anddepth to explore visualresponses to the keymessage.Concept development isthorough in its breadth anddepth to explore visualresponses to the keymessage.Concept development isrigorous in its breadth anddepth to explore visualresponses to the keymessage.Demonstrates a limitedability to use visualcommunicationtechniques to engage thetarget audience.Demonstrates a functionalability to use visualcommunication techniquesto engage the targetaudience.Demonstrates a proficientability to use visualcommunication methods toengage the target audience.Demonstrates an advancedability to use visualcommunication methods toengage the target audience.Demonstrates asophisticated ability to usevisual communicationmethods to engage thetarget audience.Translation of keymessage to multimodal applications20%Demonstrates a limitedability to extendmessaging across mediaplatforms that areDemonstrates a functionalability to extend messagingacross media platforms thatare appropriate for theclient and target audience.Demonstrates a proficientability to extend messagingacross media platforms thatare appropriate for the clientand target audience.Demonstrates an advancedability to extend messagingacross media platforms thatare appropriate for theclient and target audience.Demonstrates asophisticated ability toextend messaging acrossmedia platforms that are CDC200A_Assessment 2_Integrated Campaign Strategy_Module 7_10/20 Page 7 of 7 appropriate for the clientand target audience.appropriate for the clientand target audience.The use of traditional andnew media platforms tocreate a cohesivecampaign is limited.Sufficient use of traditionalmedia and new mediaplatforms to create acohesive campaign.Proficient use of traditionalmedia and new mediaplatforms to create acohesive campaign.Advanced use of traditionalmedia and new mediaplatforms to create acohesive campaign.Sophisticated use oftraditional media and newmedia platforms to create acohesive campaign.Effectivecommunication andpresentation10%Written communicationdoes not presentevidence-based reasoningfor the proposeddirection.Written communicationpresents minimal evidencebased reasoning for theproposed direction.Written communicationpresents sound evidencebased reasoning for theproposed direction.Written communicationpresents comprehensiveevidence-based reasoningfor the proposed direction.Written communicationpresents extensiveevidence-based reasoningfor the proposed direction.Campaign strategy ispresented in a mannerthat is not alwayscoherent or logical withrepeated spelling andgrammar errors.Campaign strategy ispresented in a readable,logical, but limited mannerwith some spelling andgrammar errors.Campaign strategy ispresented in an engagingmanner with minimal spellingand grammar errors.Campaign strategy ispresented effectively to aprofessional standard withno spelling or grammarerrors.Campaign strategy ispresented comprehensivelyto industry standard withno spelling or grammarerrors.
