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