10104115Capstone Campaign
Course Information
Description
The creation, execution and follow through of real-life campaigns will be the focus of this advanced class. Students will use current advertising tools in conjunction with a real business to research, design, create and implement a multi-media campaign. Previous knowledge of available advertising mediums including current digital media (including Twitter, Facebook, Hootsuite and other tools) are essential for this class. Students will be expected to work extensively outside of class time on the campaigns.
Total Credits
3
Course Competencies
  1. Explore the elements of a successful advertising campaign
    Assessment Strategies
    Group Project
    Criteria
    Describe an advertising objective list of a successful campaign
    Identify ad agency roles in elements of a complete campaign
    Form an in-class advertising agency with assigned positions
    Assigned positions carry out roles successfully

  2. Develop an agency logo
    Assessment Strategies
    Drawing/Illustration
    Criteria
    Logo contains a name
    Logo contains a visual
    Logo contains a tagline

  3. Write promotional objectives
    Assessment Strategies
    Written Product
    Criteria
    You write at least 3 promotional objectives
    Promotional objectives are measurable with KPIs
    Objectives meet minimum standards for grammar, punctuation, and spelling

  4. Prepare a SWOT report
    Assessment Strategies
    Written Product
    Criteria
    SWOT includes both internal and external information
    SWOT includes a reflection of your strengths in comparison to your competitors
    SWOT includes an identification of the opportunities that are most relative to your competitive advantage
    SWOT exhibits a prime area of weakness in the competition
    SWOT includes an identification of any posing external threats
    Report is submitted on time and according to the specifications of the instructor
    Report meets minimum standards for grammar, punctuation, and spelling

  5. Develop a positioning statement
    Assessment Strategies
    Written Product
    Criteria
    Statement includes the purpose of your business
    Statement identifies your business products and/or services
    Statement identifies unique characteristics about your business
    Statement differentiates your business from competitors

  6. Develop a creative theme
    Assessment Strategies
    Written Product - Creative Triangle
    Criteria
    Triangle includes the 3 traits most important to your target market
    Triangle includes a tag line that encompasses the 3 traits

  7. Create promotional materials appropriate to target market
    Assessment Strategies
    Project
    Criteria
    create a sales promotion activity that is appropriate for your product
    create advertising materials that appeals to your target market
    create a public relations event that appeals to your target market

  8. Select appropriate media to match target market
    Assessment Strategies
    Written Product - Media Plan
    Criteria
    Media mix includes primary, secondary, and tertiary media
    Media mix includes a media objective
    Media mix utilizes multiple mediums
    Media mix matches the demographics of the target market
    Media mix contains a total cost

  9. Develop a promotional schedule with media calendar
    Assessment Strategies
    Written Product
    Criteria
    Schedule targets a 3 month time frame that is appropriate for your campaign
    Client calendar displays all media buys by daypart
    Client calendar displays all sales promotion activities by week
    Client calendar displays all public relations activities by week

  10. Create and monitor communication messages in social media platforms
    Assessment Strategies
    Written Product
    Criteria
    Create a marketing message
    Your message is optimized for the social media chosen
    Your message is appropriately scaled for the social media chosen
    Identify 3 different social media platforms to monitor
    Interpret results through analytical dashboards