consider the most appropriate theoretical approaches and strategies to use for your campaign (see chapter 4)

research your audience sufficiently to allow you to segment the audience, select a target audience from among that segment, and begin to tailor messages to the segment that you’d like to target (see chapter 5)

consider the most appropriate communication channels for reaching your target audience segment (see chapter 6)

Although a professional campaign would normally conduct primary research as part of this step, for this assignment it is sufficient to use secondary data from published literature, government agencies, etc.

Step 3: Develop Concepts, Messages, and Materials (No Pretesting Required), and Choose Settings and Channels (Due by the end of Week 13).

Using chapter 7 of Parvanta and Bass as a guide, each team must:

Develop their concept, as explained on pg. 161 (though no pretesting will be required as that goes beyond the scope of this class),

Create sample messages and materials. This is the most creative portion of the entire project and will require you to think “outside of the box.” The messages and materials might include cartoons/drawings, photos, audio, video, etc. You will need to draw inspiration from examples of other campaigns in the real world and work to ensure that the messages conveyed by your materials stay “on point” or “on strategy” with the overall concept of your campaign (again, no pretesting will be required).

Step 4: Draft a Creative Brief and Develop a Presentation (Due by the start of Week 15).

Using chapter 7 of Parvanta and Bass as a guide, prepare a creative brief (see pg. 160, Be sure that your creative brief includes all of the components listed in the bullets on pp. 160- 161, and make sure that you have ample citations for each and every component. Your citations must be correctly APA formatted and must correspond to an APA-formatted reference list at the end of the document (the Purdue OWLLinks to an external site. is a useful resource for making sure that your citations and references are done correctly).

By the start of class on week 15, all teams must submit the following documents on Canvas. They will be graded according to the attached rubric.

1) The Creative Brief, fully edited, and incorporating any feedback that was received during class working sessions, and:

2) Presentation slides. You should design the presentation as if you were delivering it to a professional organization to “pitch” your campaign idea, which meets all of the following requirements:

Includes a title slide with the name of the campaign and the names of all students who participated in developing it,

Provides an overview slide describing the problem that the campaign is designed to address,

Describes the audience segment that the campaign is targeting and explains why it targets them,

Describes the media channel selection and explains the rationale for those selections,

Describes the campaign concept and the rationale behind it,

Shows the materials that the team has developed for the campaign and explainsthe messages that the materials are designed to convey,

Describes how these messaged and materials are tailored to the targetedaudience segment,

Concludes by describing what you hope the campaign will accomplish (i.e., what behavioral changes in the target audience you hope to see).

The slides must be visual, with a bare minimum of text (no more than 3 bullet points per slide, and no more than 3 lines per bullet). Design the presentation using a black background as it appears blank on a projector screen. Use large, high-resolution images as the primary focus of your slides.