Points: 30 pts (team task)
Due date: Mon, Oct 14 at 11:59 p.m.
Resources: Google Docs and Canva
Summary: Complete Campaign #1 preparation materials including a creative brief, calendar, and teaser content. Part 3 Overview Slide


Overview

Note: A template is provided for Part 3 as well as an assignment task sheet

Now that you have established the foundation of your mock company and set up your website, social channels, and metrics platform – you are ready to prepare for your first campaign. You will begin with campaign strategy and planning with the creation of a creative brief using models from top brands. You will also decide on your campaign theme, create a single hashtag for the campaign, complete your campaign calendar, and create teaser content via social media posts and blog post. The goal for this assignment is to prepare you for the content you will create in the implementation of Campagin #1 that will run approximately October 16-27.

Please note that in Part 3 you are NOT creating your campaign #1 content – only preparing for it with the campaign calendar. Components of Part 3 include:

  1. Campaign #1 Creative Brief
  2. Campaign #1 Calendar (social media and blog posts only)
  3. Campaign #1 Teaser Content (social media post for Facebook and Instagram + one blog post)

Steps

Step 1: Access your team’s shared Google Folder

  • There you will find two documents:
    • Part 3 Team Assignments (to determine who is doing what)
    • Part 3: Campaign #1 Planning & Content Preparation Template

9a Teams

10a Teams

Step 2:  Complete Part 3: Campaign #1 Planning & Content Preparation

A) Campaign #1 Creative Brief

Use the Canva template provided to create your Campaign #1 Creative Brief. It is 8.5×11, has a headline that says “Campaign #1 Creative Brief”, and you must customize it to apply all of your company branding standards (logo, fonts (or matching fonts), color scheme). Contents of the creative brief include brand statement, campaign overview, target market, outreach strategy, advertising objective, consumer message, key consumer benefit, and campaign tone.

  1. View the 310 model using Sang To-Go for reference
  2. Have one person on the team log in to Canva
  3. Access the shared Canva file at https://www.canva.com/design/DADm4ZppXrY/shar/preview?token=wl5D399rASkE1bTmJZp6ng&role=EDITOR&utm_content=DADm4ZppXrY&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton
  4. Go to File > Make a Copy (CRITICAL step. You must make a copy so you are not editing the master template)
  5. Rename the file at the top “Team name – Campaign #1 Creative Brief”
  6. Edit and customize your creative brief using template elements. Be sure to change the fonts and color palette to match your visual identity and upload your mock company logo.
  7. Review your work – checking for accuracy and quality
  8. When ready > download your file as a jpeg or png >  upload it to your shared Google folder > insert the file into the designated section in your Part 3 template

Example big-brand creative briefs 

B) Campaign #1 Calendar

Complete the table provided in the Part 3 template. An outline and timeline for your posts on Facebook, Instagram, and blog posts has been provided for you. Please fill in the fields for “Time of Day” for each post and “Assigned To”. You will use this calendar again in Part 4: Campaign #1 implementation.

C) Campaign #1 Teaser Content

In the two weeks leading up to the launch of Campaign #1 you will post some teaser content on Facebook, Instagram, and your Weebly blog. Below are topics are parameters. You will assign team members to create and post this content prior to Oct 14.

Facebook Post:

  • Theme: Behind the scenes on the development of a campaign. Create a post that gives a behind-the-scenes glimpse into the process your team is going through in the development of the campaign. Take photos, record an interview, do a Boomerang. Be creative.
  • Length: 40-80 characters recommended but can be longer if needed
  • Content requirements:  Text, at least one photo, learn more with link to your mock company home page, include your campaign #1 hashtag

Instagram Post:

  • Theme: Behind the scenes on the development of a campaign. Create a post that gives a behind-the-scenes glimpse into the process your team is going through in the development of the campaign. Take photos, record an interview, do a Boomerang. Be creative.
  • Length: 138-150 characters characters recommended but can be longer if needed
  • Content requirements:  Text, at least one photo, include your campaign #1 hashtag

Blog Post:

  • Topic: Top 10 reasons to [choose, eat at, visit, buy from] [insert company name] list blog post. You can also frame this as an FAQ list, top 10 useful tips, or “the ultimate guide to…” post
  • Word count: 300-800 words
  • Media requirements:  Include at least one photo
  • Outline:
    • Title (≤ 66 characters; keyword-rich title for your article)
    • Introductory paragraph/lead (2-3 sentences setting the stage for the article using keyword-rich language)
    • Body paragraphs (2-3 paragraphs using keyword-rich language, incorporation of at least one quote and external link related reference. Image or video links also encouraged)
    • Closing: Wrap up your article in 1-3 sentences using keyword-rich language that summarizes salient points.

Example top 10 posts

Step 3: Turn it in

  1. QA check your Part 3 template doc – make sure it is complete
  2. Open Blackboard > Assignments >  Lesson 4 folder
  3. “Share” your Part 3 doc from Google Drive and Part 3 team assignments sheet
  4. Copy shared doc link in Blackboard dropbox folder

Grading Criteria

For this task I am going to pay close attention to application of best practices for professional communicators in writing, editing, and use of format and style. I will focus on creativity, accuracy (spelling, grammar), formatting (layout), and completeness of the task.