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1. Project Overview
(500 words)
Team name:
Campaign title:
Campaign background:
An introduction and overview of your campaign proposal
The approach you have taken to reach your strategy
The expected outcome in terms of response
2. Secondary
research and analysis
(500 words)
Secondary research
Situation analysis: who are the competitors, what are the opportunities and trends
3. Strategy (500 words)
Campaign objectives
Proposed strategy and tactics
Campaign evaluation: how your campaign’s impact/effectiveness will be evaluated
4. Media (500 words)
Media strategy and plan
Media schedule
Media budget
5. Creative (500 words)
Rationale and description of your creative recommendation:
Campaign idea/theme/style/ and examples of how the idea would be articulated
Tone of Voice
.
7. Reflection (500 words)
Your role in the group:
What lessons have you learnt from this process (of working with HAT brief)?
Feel free to use theoretical materials on Moodle (Gibbs’ reflective cycle, Tuckman’s 5 stages of group development, or Belbin’s theory) to help your critical reflection. Main aim is to critically reflect on your experience and the tutor feedback from the formative assessment or any other discussions in the tutorial.
8. References
(Not included in the word count)
Minimum number of references: 5
Academic literature (e.g., textbooks, peer-reviewed journal articles)
Industry reports (e.g., MINTEL, others available online from credible third-party companies)
Trade press, consumer press, credible news (search through the marketing and advertising industry magazines for news reports and analysis) (e.g., Campaign, Marketing Week, Drum)
For all of the above, WARC [available on Greenwich e-database] has extremely useful resources
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