How did you select this group or groups as your target audience?
CAMPAIGN: F*ck Cancer
Now that you have identified, researched, and explained your company or organization’s situation (your situation analysis WHICH IS ATTACHED), you will begin developing the campaign to analyze the challenge(s) that will be addressed. The campaign proposal (CAMPAIGN OUTLINE IS ATTACHED) is part of the campaign report.
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The campaign proposal section should be used to provide details about your proposed campaign. Your situation analysis provided details on the problem or challenge you are addressing. Now, you will provide details about your solution to address that problem or challenge. Your campaign should demonstrate the use of multiple appropriate, strategic approaches in making decisions, formulating solutions, and solving problems that reflect creativity and versatility of thought. This should include, but not be limited to, the following:
- The strategies and tactics you propose to address the need(s) identified in your situation analysis. This section should be rich in detail. For example, you might choose to create a new media marketing campaign (strategy) that focuses on a social media tool as your primary tool (tactic). It is here that you will discuss your strategies and tactics in detail.
- Explanation of your campaign goal(s) and detailed descriptions of the tactics you will employ to achieve those goals. What message will you convey?
- An identification of all relevant publics. Who are the key players, and what are their roles (internal and external)? Who is your intended audience? How did you select this group or groups as your target audience? How is this group appropriate to help you achieve your goals?
- A discussion of the types of mediums or media choices (radio, TV, print, online) your campaign will use and a rationale for those choices. Identify several target outlets and explain your selections. Media choices should be diverse and appropriate to your campaign. For instance, if you are targeting a small local market, it would not be necessary to advertise in a national newspaper.
- Describe your intended communication tools (audio, video, infographics, images, photos). Explain your selections. Provide detailed samples, mock-ups, storyboards, or any other media to help you convey your ideas.
- Provide a general idea for the cost of your campaign. You are not expected to create a detailed budget, but you may include a general sample budget. You must demonstrate the ability to identify and consider the factors that influence financial decisions. For example, if your organization is a small nonprofit organization, you should not propose that it purchase advertising time during the Super Bowl. What will these activities cost? Are they appropriate choices given your determined budget?
- Outline a proposed timeline for your campaign (from creation through evaluation). Provide details on the time needed for start-up, how long the campaign will run, when activities will take place, and so on.
Remember to consider the intended audience of your report and employ the correct tone in your writing. Make sure you make ethically sound and socially responsible choices that are consistent with a cogent personal framework and accepted standards in the field of communication. Show consideration for future trends in communication technology and trends affecting your product or message.
This comprehensive and professional report is the first of three final deliverables for this course. The campaign report will include a professional cover, executive summary, revised situation analysis, a campaign proposal, and a campaign evaluation process. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This component is graded with the Final Project Rubric.
GUIDELINES ATTACHED
THIS SECTION OF THE FINAL PROJECT GUIDELINE IS TITLED: Final Submission Component One: Campaign Report
20200728193800campaign_outline___com_656 (2)(1)
20200728193759situation_analysis___com_690 (1)(1)
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