AD429 Individual Project

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AD429 Individual Project

Individual Project – Campaign Content Creation (50 pts)

The final project requires multiple actionable prototypes to be professionally produced. The goal of this individual project is two-fold. First, it aims to help students to get hands-on experience with strategy and tactic development. Second, it aims to ensure individual accountability and contribution to the group's overall effort. You will initially work on your version of a prototype, which will be individually graded. It is recommended that you follow your agency role to create tactics that suit your expertise best. The group can meet and distribute work to individuals to ensure diverse tactics will be included in the final report.

Your individual campaign content creation should include the following sections

1. Cover page:

a. Your Name

b. Group name

c. Class information

2. Objective

a. Select one objective from your group work and clearly state the objective (multiple group members may use the same objective)

b. Specify the target audience of this objective

3. Strategy

a. Choose ONE of the strategies from your group work (multiple group members may choose the same strategy). Clearly state the strategy of your choice.

4. Tactics

a. Propose at least one actionable tactic for the strategy of your choice.

5. Prototypes:

Develop ONE of the following prototypes that will serve as actionable tactics:

Media List:

● Create a list with at least three reachable media contacts, including their contact information and justification for their selection.

● Write a tailored pitch letter to each media contact, based on their interests and your campaign idea. OR write a news press release as part of your campaign promotional effort. Feel free to create hypothetical scenarios as if the campaign is already underway.

Social Media Calendar:

● Develop a social media calendar with sample posts for various platforms (e.g., Instagram, Facebook, LinkedIn). Ensure each post includes descriptions, URLs, hashtags, and mentions of relevant accounts and stakeholders. Produce at least 3 sample materials (e.g., post, story, etc.) that can be readily used.

Event Planning:

● Create a detailed plan for an event related to your campaign. Include details such as theme, target audience, location, time, logistics, guest list, budget, potential collaborators/partners, etc.

Design Samples:

● Generate three design samples (e.g., banners, posters, e-vites, flyers, promotional items, video clips, illustrations, infographics), that align with the client's character and your group’s campaign strategy.

If you have thoughts on creating campaign content other than the above-mentioned ones, please reach out to the instructor to discuss.

Evaluation Criteria: Your individual project will be evaluated based on the clarity of your strategy, the creativity and feasibility of your tactics, and the overall alignment with the campaign's objective.

Criteria

Excellent (Max Points)

Good

Satisfactory

Needs Improvement (Min Points)

Cover Page

Includes all required elements (name, group name, class information) and is professionally presented. (3 Points)

Includes all required elements but may lack professional formatting. (2 Points)

Missing one element or has several formatting issues. (1 Points)

Missing more than one required element or is poorly formatted. (0 Points)

Objective

Clearly and concisely states the objective, with a well-defined target audience. (3 Points)

States the objective and target audience but lacks some clarity or detail. (2 Points)

Objective or target audience is somewhat vague or not fully developed. (1 Points)

Objective and target audience are unclear or missing. (0 Points)

Strategy

Strategy is clearly articulated, relevant, and well-thought-out. (4 Points)

Strategy is clear but lacks some detail or relevance. (3 Points)

Strategy is somewhat unclear or lacks depth. (2 Points)

Strategy is poorly defined or missing. (0 Points)

Tactics

Proposes two creative, actionable, and relevant tactics aligned with the strategy. (10 Points)

Tactics are actionable and relevant but lack some creativity or alignment. (8 Points)

Tactics are somewhat relevant but lack creativity or clear alignment. (6 Points)

Tactics are unclear, irrelevant, or missing. (0-5 Points)

Prototype Quality and Relevance

Prototype is highly relevant, well-crafted, and demonstrates a strong understanding of the campaign needs. (20 Points)

Prototype is relevant and well-made but may lack some detail or innovation. (16 Points)

Prototype is somewhat relevant or shows average quality. (10 Points)

Prototype is irrelevant, poorly made, or missing. (0-5 Points)

Overall Presentation and Professionalism

Project is exceptionally well-organized, clearly presented, and professional. (10 Points)

Well-organized and clear, with minor lapses in professionalism. (6 Points)

Generally organized and clear but lacks overall professionalism. (4 Points)

Poorly organized, unclear, or unprofessional. (0-2 Points)

 


2024-04-06