Digital Campaign Strategy Proposal
\nWORD COUNT: 2500; 30%
\nDUE: Friday, WEEK 12<\/p>\n
Generally, professional reports are structured in similar ways. The section headings outlined below are specific to this assignment but follow a structure that is fairly standard.<\/p>\n
The parts of your digital campaign strategy proposal report are:
\n\u2022\tTitle Page
\n\u2022\tExecutive Summary
\n\u2022\tContents
\n\u2022\tList of Figures and\/or Tables (if any)
\n\u2022\tIntroduction
\n\u2022\tBackground
\n\u2022\tGoal\/s
\n\u2022\tSMART objectives
\n\u2022\tKey message\/s
\n\u2022\tTarget audience
\n\u2022\tPlatform selection & justification
\n\u2022\tSpecific social media tactics
\n\u2022\tEvaluation plan
\n\u2022\tConclusion
\n\u2022\tReferences
\n\u2022\tAppendices (if any)
\nEach section of the report has a specific function. Theoretical concepts, terminology, and scholarly research should be incorporated throughout the body of the report (from the introduction onwards) with correct Harvard referencing for all quotes and paraphrasing. Subheadings may be used as appropriate within sections and should be numbered and included in the table of contents.<\/p>\n
Title page
\nThe title page should provide the following information:
\n\u2022\tCourse code and course title
\n\u2022\tTitle of the report (be creative)
\n\u2022\tYour name and student number
\n\u2022\tWord count
\n\u2022\tConsider design aspects (Image, logo, campaign catch phrase\/slogan)<\/p>\n
Executive Summary
\nThe aim of the summary is to give the reader a quick overview of the main purpose, analysis, critique, and conclusions of the report. It should also indicate the methods used to obtain the information, and the scope of the report.<\/p>\n
The summary is written in prose and should not contain direct quotations, headings, or unnecessary wording. It should be single-spaced. It should be approximately less than one page in length (approximately one fifth of the assignment length). Reading the Executive Summary should give a complete snapshot of the report. (Don\u2019t worry about spoilers!)<\/p>\n
Executive summary is:
\n\u2022\tPlaced before Contents page and after the Title Page
\n\u2022\tPut on its own page with page number i (not 1)
\n\u2022\tSingle line spaced
\n\u2022\tNot counted in the overall word count
\n\u2022\tWritten last
\n\u2022\tWritten in past\/present tense<\/p>\n
Contents
\nThe contents page names each section of the report in order of appearance with the corresponding page numbers. The numbering system used to identify each section should correspond with the numbering system used in the report proper and is formatted by using the MS Word style sets. A typical numbering system is the decimal system. For example, 1.0, 1.1, 1.2, 2.0, etc.<\/p>\n
List of Figures and Tables
\nThis page comes after the contents page and lists all figures (e.g., images, screenshots, drawings, diagrams, graphs, etc.) and tables according to number, title, and page.
\n\u2022\tThe list of tables and figures looks like Contents (see above) except it includes only tables and figures.<\/p>\n
In the main body text of the report:
\n\u2022\tEach figure and table should be numbered
\n\u2022\tEach table must have a title \u2013 For example, Table 3.0: Target Audience demographics. The title of the table appears at the top of the table.
\n\u2022\tEach figure should be captioned \u2013 For example, Figure 7.0: Coca Cola\u2019s Instagram post. The caption of the figure should be placed at the bottom of the figure.
\n\u2022\tInclude the source of each table if it has been taken from somewhere or even if it has been adapted from another source. The source of the table should be cited under the table. So, the title should be on top and the source at the bottom.
\n\u2022\tInclude the source of each figure: The source of the figure should be placed at the bottom of the figure, under the caption. So, both the caption and source appear under the figure.<\/p>\n
1.0 Introduction
\nThe introduction contains, very briefly:
\n1)\tThe purpose of this report is to\u2026.The report is written to \u2026\u2026\u2026\u2026\u2026\u2026\u2026..
\n2)\tScope of report –
\n\u2022\tWhat the report covers i.e., the roadmap or outline of the report
\n\u2022\tHow information will be presented
\n\u2022\tWhere the information comes from, e.g., news media, online or electronic sources e.g., corporate websites, secondary research such as literature review.<\/p>\n
2.0 Background
\nThis section should include:
\n\u2022\tA brief overview of the client – Who is the client? Sector, nature of business, goals, mission, values, aspirations. Link the client\u2019s general\/overall goals to their social media or digital goals. What is it that the client wants to achieve through their digital presence?
\n\u2022\tA brief overview of the campaign \u2013 This is where you will refer back to Task 1b and use information gleaned from the audit and analysis of the client\u2019s social media presence. Use the analysis from the audit report to justify the need for developing this digital communication strategy proposal. State the purpose of the strategy and why it is required, etc.
\nFeel free to change the title of this section to suit your content. You can also sub-headings if you like.
\n3.0 Campaign Goal
\nWhat is your digital campaign\u2019s goal?
\nNOTE: Do not use the client\u2019s goal here. This is about the campaign and what it hopes to achieve for the client.<\/p>\n
4.0 Campaign Objectives
\nWhat are the SMART objectives of this proposed digital campaign?
\nNOTE: Make sure that your campaign goal\/s and objectives relate to target publics.<\/p>\n
5.0 Key Message\/s
\nWhat are the key messages that you wish to convey to the target audience through this campaign?<\/p>\n
6.0 Target Audience
\n\u2022\tWho are the target audience?
\no\tDemographics
\no\tGeographics
\no\tPsychographics (should include characteristics, lifestyle, interests, etc.)
\n\u2022\tJustify selection of target audience<\/p>\n
7.0 Platform selection & Justification
\nWhich digital \/ social media platforms have you identified for this campaign? Offer a justification for choosing each platform.
\n\u2022\tIs the platform suitable for the proposed target audience?
\n\u2022\tWhat do the experts and academics say about the performance of this platform?
\n\u2022\tAre there any reports or statistics to support the suitability, relevance, and capability of this platform?
\n\u2022\tDoes the client use this platform? Is it their weak spot or do they have a strong following on it?
\n\u2022\tEtc.<\/p>\n
8.0 Specific Social Media Tactics<\/p>\n
In this section, you will detail the tactics you plan to employ on each platform.
\n\u2022\tType of posts (text, visual \u2013 what kind of text and\/or visual? \u2013 etc.)
\n\u2022\tFrequency of posts
\n\u2022\tWill there be any other type of tactics? (e.g., competitions, treasure hunt, etc.)
\n\u2022\tHow will the different posts and\/or tactics relate to each other on one platform?
\n\u2022\tHow will all these proposed posts and\/or tactics complement each other on different platforms?
\n\u2022\tDo these tactics help achieve the campaign goal\/s and objectives?
\n\u2022\tAre these tactics measurable? Can they be evaluated?
\nNOTE: If the answer is NO, then you need to go back to the drawing board because each tactic must be measurable \u2013 otherwise you will not know if they are helping you realise your goals and objectives or not.<\/p>\n
9.0 Evaluation
\nWhat are your evaluation plans? How do you propose to measure expected outcomes against set SMART objectives?
\nList a proposed evaluation method for each objective.<\/p>\n
10.0 Conclusion
\nPresent an overall summary of the report. It should include the main points and an overall assessment of how everything connects and are the key takeaways.
\nNo new information should be introduced here. Avoid the use of direct quotations here.<\/p>\n
References
\nA list of references is an alphabetical listing of the material that was referenced (paraphrased or quoted) in your report. DO NOT number or bullet-point your reference list. Each entry is written using single line spacing and a blank line is left between each entry. All lines of an entry start at the margin. References always start on new page.
\nA minimum of 12 credible references, with at least 6 academic sources.<\/p>\n
Ensure you are using the University of Adelaide Harvard Referencing style. You can find the guide for this linked from the Course Information module for this course on MyUni.<\/p>\n
Appendices (if applicable)<\/p>\n
Appendices present additional material, such as examples of website pages, images, tables, and graphs that are relevant but not crucial to the main theme of the report.
\n\u2022\tBegin the appendix on a new page.
\n\u2022\tLabel each appendix using a letter, rather than a number.
\n\u2022\tAcknowledge the source of the material used.
\n\u2022\tRefer the reader to the appropriate appendix at the relevant point in your text by enclosing ‘see Appendix A’ in parenthesis.<\/p>\n
Layout and formatting
\nUse this as checklist \uf0fe to ensure that you have completed this assessment piece according to the requirements:
\n\uf06f Word count 2500 +\/-10% [1.0 Introduction to 01.0 Conclusion; includes in-text citations]
\n\uf06f Executive summary – no more than 500 words, single-spaced, preferably within a page, clearly written, page numbered (i) (not included in word count).
\n\uf06f Table of Contents \u2013 names and numbers sections of report appropriately and correspondingly to the contents of the report (not included in word count).
\n\uf06f List of Tables and Figures (after content page; not included in word count)
\n\uf06f In-text citations for all direct quotations and paraphrasing. Direct quotations require a page reference number and should be enclosed in quote marks \u201clike this\u201d.
\n\uf06f Headings and sub-headings appropriately worded\/titled and numbered.
\n\uf06f Tables and figures appropriately titled, placed, referenced, and numbered within the main text (not included in word count).
\n\uf06f All referencing follows University of Adelaide Harvard Style. Please DO NOT use weblinks as sources. Online sources should be cited like any other in-text reference.
\n\uf06f Reference List [with a heading] on separate page (not part of word count)
\n\uf06f Appendices (if required) \u2013 Each Appendix should be on separate page with appropriate label and lettering (not part of word count)
\n\uf06f Font: 12 point, Arial, Times New Roman, Calibri or similar
\n\uf06f Line spacing: 1.5 for body of report
\n\uf06f Written in a professional tone, without chatty or overly complex sentence structure
\n\uf06f Refer to the Marking Rubric additional assessment criteria
\n\uf06f Saved as a PDF file and submitted via MyUni<\/p>\n","protected":false},"excerpt":{"rendered":"
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