Innovative and Strategic Advertising Campaign

Students should be able to create an innovative and strategic advertising campaign using techniques and information learned throughout the semester.

You will create a NEW advertising campaign for your brand. Based on your findings from part 1, add approximately 8-10 additional slides for your final presentation with voice-over including:

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Brand Name with logo, student name(s)
Theme or slogan for your campaign. What’s your NEW big idea? Note: this can be a new target audience, a new product idea, a new slogan, etc.).
Images of your product
Measurable and specific goals of the campaign (what are you trying to accomplish?) For example, increase sales of our product by 10% within 6 months.
Target audience (who are you trying to reach? Be as specific as possible, try to think a unique segment to focus your campaign around) How to Find and Target Your Social Media Audience (Free Template)
Advertising Strategy (how are you going to accomplish your goals? (i.e. using a mix of traditional and non-traditional media targeting 6-12-year-old girls with ____________ (insert big idea)
Timing (when will the campaign run and for how long? Include key milestones here. Plan a 3-6 month timeline. Consider holidays and seasons as part of your timing.
Creative executions. Examples include: Each team member should create at least 3 different executions.
Be sure to include media placement examples for your ads (i.e. what magazine, radio station, TV shows, where would you put your billboards, etc.)

Evaluation – Wrap up with why you think it will be successful.

Note: each item below represents one execution

Video ad (:30-:60 video ad is required)
Print ad
Outdoor ad
Radio or Podcast ad (:15 second)
Poster
Internet ads
Mobile device ads or app ideas
Facebook (with 1 sample posts)
Twitter (with 1 sample posts)
Instagram (1 sample posts)
Special event with visual and description
Website (1 screen shots) optional***
Other creative ideas
Final Project Part II, template

Use this guide to record the narration of your Power-Point and save it as a video file:
How to Record the Screen of Your iPad PDF
You will then need to upload your video recording to Canvas’s Studio before you can submit to this assignment.

You can also create your presentation using Keynote from your iPad. Then, follow the instructional guide below in order to narrate your presentation and save it as a video file. You will need to upload to Canvas’s Studio before you can submit to this assignment.

How to Narrate Your Keynote Presentation and Save It as a Video File PDF

For your reference, additional information regarding student learning outcomes, critical assignment description and rubric are below:

Student Learning Outcomes for COM 115:

Describe how traditional and non-traditional (online) advertising/public relations campaigns are created. SLO 40.1
Demonstrate professional traditional and non-traditional (online) advertising/public relations techniques. SLOs 40.3, 41.1
Utilize advertising/public relations terminology effectively. SLO 40.1
Identify possible career paths in advertising/public relations. SLO 40.3
Apply creative problem-solving skills to address advertising/public relations issues. SLO 42.1
Evaluate the effectiveness of specific advertising/public relations strategies including Search Engine Marketing, Google Analytics, Google Optimizer, E-mail Marketing, Pay per click. SLOs 40.4, 42.3
Devise a professional campaign for the Internet utilizing a Web site, social networking sites (i.e., Facebook, LinkedIn, Twitter) and blogs. SLOs 41.1, 41.3, 42.2, 44.1, 44.2, 44.3, 45.2
Evaluate ethical decisions made by advertising/public relations professionals. SLO 40.2
Critical Assignment: Create an advertising and public relations campaign for an organization, company or product through a team project. Students will be assessed individually in all areas. Analyze the organization, company or product by writing and designing a campaign including press releases, a PR event, a social media component and several creative advertising executions, such as a commercial posted to YouTube, a radio ad, two print ads, a website, and a Facebook page and constructing an electronic press kit (other creative components may be included). Research techniques will be used to develop an appropriate target audience(s) and strategic planning. A team environment will enhance student learning. SLO 1.4, 2.1, 5.1, 5.3.

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