“ justification ” overview W r i t i n g
Due: December 8, 2020.
This assessment is worth 60 points of your overall grade.
I upload the NIKE final paper (need to be revised), the peer reviews of the paper and an archive zip (including final samples and all the past courses, readings and resources)
Over the course of the semester you have had the opportunity to explore your client’s strategic goals and create elements of a social media campaign. The purpose of this project is to synthesize through a complete social media strategy and campaign that you design for your client.
Your submission should be written, and 10-15 pages in length (excluding references and/or appendices). As described in the directions below, you should make use of the strategy and campaign templates made available through Hubspot (or other resources you may have available in your professional sphere, or online). Feel free to edit and adapt a template to work for the proposal that you want to make.
Use templates to develop a social media strategy/campaign plan for your client. Remember from our readings and course materials: campaign development should always follow strategy. You should begin by establishing a clear picture of your client’s overall strategic mission, and then create the context for the integration of social through a situational analysis.
Next you will detail the results of some social monitoring on behalf of your client. Establish the client’s communication objectives (which should support the client’s strategic plan) and identity the current target audience.
This foundation should lead logically and persuasively to your proposed use of social media as one component of the client’s communication plan. Detail the overall social approach, including channels and key messaging. Then, conclude with a specific campaign proposal. This campaign should include SMART objectives, sample content, a publication calendar(s), and metrics for assessing campaign outcomes.
Each of these topics has been covered during one or more weekly lessons this semester.
Thus, your submission should include the following:
- Introduction to the client (history, mission, vision, brand identity, corporate goals)
- Situation analysis (social/political/economic landscape, current publics, target audience)
- Social media monitoring
- Communication objectives (a minimum of two)
- Campaign proposal (including proposed channels, sample content, SMART campaign objectives – a minimum of two)
- Editorial/Social calendar (It should include at least 10 entries – it could be 1 week, or up to a year’s length, depending on the nature of your proposal)
Remember that sections 4, 5, 6 & 7 should include a “Justification” overview or summary that grounds the content of the section in course content/readings and/or your analysis of the client and their situation.
Your proposal should be submitted as a Word file or .pdf. It should be no more than 15 pages in length, and use design elements that would be appealing for your client. This means that your proposal should incorporate images, figures, tables, etc. when relevant and when those components can highlight/enhance your proposal message.
Your proposal font should be at least 10 point in size. Margins 1.5”. Generally, all text should be double-spaced (use 1.5 or single spacing only for style/emphasis).
Your proposal should be proofread and edited for style, grammar and clarity. All citations should be created in APA format, and this proposal should include a cover page, headers, page numbers, and a table of contents.
In sum, this is a professional communication plan proposal. What you submit should reflect the quality of work you would want to have if you submit the proposal to an actual representative of your client team.
This assignment is worth 60 total points.
|Rubric Area||Weight of Row||Unacceptable (0 – 49%)||Satisfactory (50 – 79%)||Exemplary (80 – 100%)|
|Introduction||10%||There is no introduction or the introduction does not craft a full picture of the client. Mission, vision, brand or corporate goals may be missing.||The client’s mission, vision, brand and goals are summarized but require clarification or are not interpreted as part of the client’s overall strategic plan.||The introduction effectively establishes a clear description of the client’s strategic plan including all key elements.|
|Situation Analysis||10%||The situation analysis does not address the relevant situational features and/or discusses the situation without explaining the relevance for the client.||The situation analysis offers a general assessment of all relevant components but does not show a strong sense of how this will guide the client’s communication plan.||The situation analysis is thorough, complete, and effectively integrates all components to offering a compelling case for the direction of the client’s communications.|
|Social Media Monitoring||10%||The monitoring report is incomplete and/or does not show an understanding of how monitoring translates to decisions for communications campaigns.||Monitoring is evident, and there is some connection between the monitoring outcomes and the campaign proposal. The competitor analysis may not be complete or the connection between outcomes and plan is limited.||All components of a monitoring initiative are evident and outcomes are clear and interpreted. Interpretation is clearly and thoughtfully connected to the campaign proposal.|
& Campaign Objectives
|10%||Objectives are not included in sections 4 and/or 6 OR the plan does not show evidence of understanding the distinction between strategy and campaign objectives OR objectives are not written in a SMART format.||Most objectives show evidence of understanding the distinction between strategy and campaign objectives and most are written in a SMART format.||The objectives derive logically from the plan narrative. Appropriate objectives are selected for the strategy and campaign levels. Objectives show strong grasp of SMART format.|
|Campaign Proposal||20%||The proposal is missing elements (channel, content, objectives) or fails to justify the proposal in a way that reflects understanding of course materials and/or the client. Elements that are included are poorly chosen/constructed.||The elements of the proposal are included and justified, however the elements may be underdeveloped and/or the justification may not be strongly tied to the client or situational analysis.||All proposal elements are creatively crafted and reflect a strong sense of virality and purpose. The justification for all elements is well grounded in the interpretation of the client, their situation, and their strategic goals.|
|Calendar||10%||One or more calendar elements may not be included or the calendars do not reflect the time constraints. The calendar components are not tied to the campaign proposal and/or do not show an understanding of how timing impacts social campaigns.||Both calendar elements are included within the correct time constraints. The calendar elements may not be clearly tied to the campaign proposal or do not show an understanding of timing relevant for the campaign.||Both calendar elements are effectively designed within the specified time constraints to leverage the client’s strategic position and situation, and to maximize outcomes in the proposed social media campaign.|
|Metrics||10%||Metrics are not included or are not connected to the campaign proposal objectives.||Metrics are included but may be insufficient to measure the outcomes on the described objectives. Metrics may show some understanding of the relevance for interpreting the campaign.||Metrics are included for all stated objectives. Metrics chosen are appropriate for the client and the campaign. Justification clearly explains the connection between campaign outcomes and overall strategy.|
|Course concepts||10%||The overall plan document does not show a strong grasp of course concepts; the language used is not consistent with contemporary approaches to social media and/or is used inaccurately and/or without effect.||The overall plan document shows a moderate grasp of course concepts; contemporary language is used effectively but inconsistently to make a substantial appeal for the value of the plan for the client.||The overall plan document shows a strong grasp of the course concepts; contemporary language about social media is used both consistently and effectively to display expertise about the subject matter and to make a persuasive appeal about the value of the plan for the client.|
|Presentation||10%||The overall plan document does not show evidence of attention to presentation; there are numerous spelling/editing errors, it is difficult to read either because of style or clarity, requirements (such as page numbers/limit) are not met.||The overall plan document is presentable. There are minor errors that do not distract from understandability; style elements are limited and basic, but all written requirements are met.||The overall plan document meets all the written requirements, is free from error, is edited for clarity and persuasive effect. Visual elements are well-designed and clearly chosen to illuminate the plan elements in a way that contributes to the plan’s message.|
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