Audience Segmentation and Campaign

Audience Segmentation and Campaign
Brief.

Marking: Assignment will be marked out of 100.
Weighting: Contributes a maximum of 40% towards final grade.
Word count: Approximately 2000 words (+ or – 10%).
Format: Document file submitted through study desk (please do not submit a PDF file as it impedes marker’s comments).
Due Date: Refer to the course specification for the due date.
Please Note: This assignment is an individual assessment piece, group work is not permitted.

Task:
For this assignment you are to conduct two (2) audience segmentation analyses. These will be combined with two short proposal briefs for engagement campaigns that you will conduct for your final assessment.
Each brief proposal / audience segmentation will be marked individually. This ensures that students have two chances to do well in this assignment.
Your assignment should demonstrate the material that you have covered in this course. Please read the marking criteria to see how your assignment will be graded. Ensure that you address the marking criteria to give yourself the best chance of achieving a good grade.
Be aware that the proposal you submit here will become the tasks for your assignment 3.
Do not submit any work that you have previously submitted for any other course. Please note that the work submitted must be your own original, creative work.

Brief: You can create two spec briefs for this assignment that will later inform your assignment 3:
In this assignment you are given the opportunity to create your own speculative briefs for campaigns that you will detail in assignment 3.
These clients, and the advertising problem that you have to solve for them can be real companies or they can be a fictional company or service that you have made up. In either case you will have to produce some background information on the company and the problem that the campaign seeks to address.
It would be very useful to read through assignment 3 before completing this assignment. Your proposal here will feed into what you attempt for assignment 3. Assignment 3 asks you to come up with two conceptual campaigns that generate high levels of engagement without using high amounts of traditional paid advertising. The choices that you make here may influence your success in assignment 3.

Going about the assignment:
Background research for the assignment:
Ensure the sources you use to support your claims are reputable, whether they are scholarly sources or other online sources such as industry websites.
Identify a target audience.
As with all effective communication, you should understand your audience. This is why we are conducting a segmentation exercise to further develop this stage. At the conclusion of this work you should have a clear picture of the various audiences your chosen organisation communicates with, how they communicate with them, and where the communication efforts can be improved.
Thinking about the Primary Audiences, analyse and define the various sub-sets within them – who is it your chosen organisation communicates with, and how do they communicate with them? (Paid advertising? Social Media? Activities and events? Paid celebrity endorsement? Let your imagination run wild here – the aim is to brainstorm the many different ways your organisation communicates.)
Consider why these various target publics are important to your organisation – why is it important that the organisation communicates with and influences them?
Articulate these reasons from a business perspective – essentially, capture the rationale why you need to reach these audiences and explain it.
Consider the media used by your organisation to reach these audiences, the patterns of communication (frequency,etc) and their effectiveness.

Please see the marking criteria below.

ADV1002 Marking Criteria Assignment 2

ADV1002 Audience Segmentation and Brief Proposal ONE
Criterion Comments Mark
Chosen organisation’s background –
what it does, where it is located, its
reputation, relationships with
stakeholders, its size and place within its industry etc.

                   /20     

Identification of stakeholder groups – who does the organisation focus on?
/20
Importance of the individual stakeholder groups – why does the organization focus its communication of these people?
/20
Review of the mediums used, the frequency of communication and an initial appraisal of the effectiveness of these efforts.

                   /20     

Proposed Brief: What is the goal of the campaign that you will create in Assignment 3? /20
Grammar, punctuation and spelling (–0.5 for each error)
Total /100

Criteria for the second segmentation and brief continues over page.

ADV1002 Audience Segmentation and Brief Proposal TWO
Criterion Comments Mark
Chosen organisation’s background –
what it does, where it is located, its
reputation, relationships with
stakeholders, its size and place within its industry etc.

                   /20     

Identification of stakeholder groups – who does the organisation focus on?
/20
Importance of the individual stakeholder groups – why does the organization focus its communication of these people?
/20
Review of the mediums used, the frequency of communication and an initial appraisal of the effectiveness of these efforts.

                   /20     

Proposed Brief: What is the goal of the campaign that you will create in Assignment 3? /20
Grammar, punctuation and spelling
( – 0.5 mark for each error)
Total /100
GRAND TOTAL for ASSIGNMENT 2 /200 ÷ 2 = /100