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2020 SEM2 ASSIGNMENT GUIDE

ASSIGNMENT 3: FINAL PORTFOLIO

· 案例展示

ASSIGNMENT 3: FINAL PORTFOLIO (50%), DUE NOV 6, FRI, 11PM

  • One(1) blog post with one(1) infographic image
  • Two(2) Instagram posts
  • One(1) print ad
  • A playlist of three(3) YouTube videos with 150-word story/ content write-up for each video
  • 250-word justification for each type of assignment (total 1,000 words +- 10%)

1.1. One blog post+justification  

1.1.1 Informative blog (500 words) with an infographic image

1.1.2 Justification with using this template for the BLOG POST (250 words +- 10%)

BLOG POST

Problem to be solved

Target

Audience

# Briefly describe your target audience

KBC

# What is the KBC?

# Also, describe how effectively your post deliver the key benefit claim

Call to action

1.2. Two Instagram posts + justification

1.2.1. A-Featuring an A-list celebrity or mega influencer who has virtual celebrity status offline (more than 1 million followers) as a brand ambassador (image + caption 100-200 words + 5 hashtags)

1.2.2. B-Featuring a fan consumer (less than 1 million followers) as a brand ambassador (image + caption 100-200 words+ 5 hashtags)

1.2.3. Justification template for the INSTAGRAM POSTS (250 words +- 10%)

TWO INSTAGRAM POSTS

Target

Audience

# Briefly describe your target audience

Rationale for selecting brand ambassadors

1. A-list celebrity or mega influencer (more than 1 milion)

2. Fan consumer (Macro/Micro/Nano influencer with less than 1 milion followers)

Desired Behavior

#What should your viewers know/feel/do after viewing each posts?

KBC

# What is the KBC?

# Also describe how effectively your posts delivers the key benefit claim

1.3. Print advertising (2 Page Spread Magazine Ad+justification)

1.3.1. Create a 2 page magazine ad.

Clarify the advertising type (e.g., 1. brand-building, 2. Direct-marketing promotions, 3. Corporate image advertising, sponsorships, and public relations (PR))

Submit the ad as an image

1.3.2. Justification template for the PRINT ADVERTISING (250 words +- 10%)

PRINT ADVERTISING

Advertising type &

Problem to be solved

#Clarify the advertising type (e.g., 1. brand-building, 2. Direct-marketing promotions, 3. Corporate image advertising, sponsorships, and public relations (PR))

#Problem to be solved

Target

Audience

# Briefly describe your target audience

Desired Behavior

#What should your viewers know/feel/do after viewing each posts?

KBC

# What is the KBC?

# Also describe how your ad delivers the key benefit claim

Conveyor

# Describe the effectiveness of conveyor based on the remote conveyor model

Awareness & Preference tactics

# Describe and elaborate on how this ad helps create brand awareness (brand recognition and/or brand recall) and/or brand preference (association of brand identity with key benefit claim)

1.4. YouTube serial production+justification

1.4.1. Playlist of three videos, with 1) a thumbnail image 2) a title 3) a description meta tag 4) 150-word story/ content treatment for each video

#Template

e.g. Huawei

1.4.2. justification

#Justification template for the YOUTUBE VIDEOS(250 words +- 10%)

If your justification applies for one video particularly (e.g., Video 1, Video 2, etc.) please indicate what video you are referring to.

YOUTUBE PLAYLIST

Target Audience

Playlist topic

5 related Keywords for Search engine optimization

Desired Behavior

KBC

# What is the KBC?

# Also describe how effectively your videos deliver the key benefit claim

Conveyor

Rubric for assignment 3

  • Meeting the client’s business goals and communication objectives 
  • How well it conveys the key message
  • How well it suits the audience it is intended for
  • Creativity in storytelling to achieve intended outcome of the campaign
  • Effective use of brand awareness and/or preference tactics 
  • Effective use of attention tactics to draw interest from your intended audience
  • The clarity of your writing - how easy is it to understand what you're saying in this piece.
  • Proper use of academic/professional source for justification of your content strategy (please use references only when necessary)
  • Structure or flow - does the piece progress in a logical fashion.
  • Expression - this goes to word choice and grammar
  • Style fit - does the writing fit the format and the style of the publication it is going into
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