2. Integrating Digital Media and Branding Clive Whysall CAM Examiner December 2013 & March 2014 Assessment

3. Assessment & Assignment Brief Overview Task One Deep Dive Task Two Deep Dive Formatting & Presentation Summary Agenda

4. Introduction 2 Tasks i. Integrated Communications (50% weighting) ii. Creating and implementing integrated digital communications (50% weighting) Please read the assignment brief in FULL before you commence, this includes all of the guidance notes.

5. Task One – Integrated Communications 50% weighting Context - “As a marketing assistant, you have been asked by your manage to produce a report for your own organisation, or a suitable organisation of your choice.” Bing Evaluation of communications Communications Plan Integration

6. Main Body : Identification of the value of Bing in the context of the changing role of media. Evaluation of Bing as a communications medium and its links with other media. Assessment of the role of search engine optimisation in branding communications and brand development. Inclusion of an outline integrated marketing communications plan for a product/ service that can be developed with Bing playing a lead role. Task One – Integrated Communications 50% weighting

7. Main Body : Identification of the value of Bing in the context of the changing role of media. Evaluation of Bing as a communications medium and its links with other media. Assessment of the role of search engine optimisation in branding communications and brand development. Inclusion of an outline integrated marketing communications plan for a product/ service that can be developed with Bing playing a lead role. Task One – Integrated Communications 50% weighting What is the value of Bing? What’s considered valuable in this context? Given branding and links between Bing and other sources does this drive or diminish value? What is the role? Has this changed? What is the role and what should it be?

8. Main Body : Identification of the value of Bing in the context of the changing role of media. Evaluation of Bing as a communications medium and its links with other media. Assessment of the role of search engine optimisation in branding communications and brand development. Inclusion of an outline integrated marketing communications plan for a product/ service that can be developed with Bing playing a lead role. Task One – Integrated Communications 50% weighting What are the strengths, weaknesses, features of Bing? What does it enable? Consider its advertising capabilities…

9. Main Body : Identification of the value of Bing in the context of the changing role of media. Evaluation of Bing as a communications medium and its links with other media. Assessment of the role of search engine optimisation in branding communications and brand development. Inclusion of an outline integrated marketing communications plan for a product/ service that can be developed with Bing playing a lead role. Task One – Integrated Communications 50% weighting Given SEO and Bing’s environment, so it’s competitors, assess the role of SEO in branding communications. How does SEO develop a brand?

10. Main Body : Identification of the value of Bing in the context of the changing role of media. Evaluation of Bing as a communications medium and its links with other media. Assessment of the role of search engine optimisation in branding communications and brand development. Inclusion of an outline integrated marketing communications plan for a product/ service that can be developed with Bing playing a lead role. Task One – Integrated Communications 50% weighting Create an actual outline of a Communications Plan. So if Bing were to play the key role in the communications plan what elements of the plan would need consideration? How does our offline activity need to look/ do?

11. Task One Format : REPORT Introduction – concise, direct and in context. Main Body – allocate the majority of your word count allocation! Sub head the criteria presented for each task to provide a clear, well structured and professional format. Conclusion – short, direct and in context. Recommendations - clear, concise and justified. 2,000 words MAXIMUM

12. Context - “Produce a presentation for your manager, with speaker notes that addresses the elements of the assessment criteria.” Evaluate the steps Assess Digital Communications Task Two – Creating and implementing integrated digital communications 50% weighting Branding

13. Main Body : Evaluation of the steps that should be taken in creating a brand using only digital communications. Assessment of three factors that are essential pre-requisites for building a brand using digital communications. Identification of three problems associated with creating a brand using digital communications. Task Two – Creating and implementing integrated digital communications 50% weighting 12 slides MAXIMUM2,000 words for speaker notes

14. Main Body : Evaluation of the steps that should be taken in creating a brand using only digital communications. Assessment of three factors that are essential pre-requisites for building a brand using digital communications. Identification of three problems associated with creating a brand using digital communications. Task Two – Creating and implementing integrated digital communications 50% weighting 12 slides MAXIMUM2,000 words for speaker notes Given the steps typically required to create a brand using only online digital communications, evaluate the steps! Evaluate the actual steps, so consider the strengths and weaknesses of each, look at where value is added in terms of creating the brand and the barriers that may also be present.

15. Main Body : Evaluation of the steps that should be taken in creating a brand using only digital communications. Assessment of three factors that are essential pre-requisites for building a brand using digital communications. Identification of three problems associated with creating a brand using digital communications. Task Two – Creating and implementing integrated digital communications 50% weighting 12 slides MAXIMUM2,000 words for speaker notes So, what THREE factors are pre-requisite? Assess each in turn for using a digital communications for brand development.

16. Main Body : Evaluation of the steps that should be taken in creating a brand using only digital communications. Assessment of three factors that are essential pre-requisites for building a brand using digital communications. Identification of three problems associated with creating a brand using digital communications. Task Two – Creating and implementing integrated digital communications 50% weighting 12 slides MAXIMUM2,000 words for speaker notes Clearly set out THREE clear problems of creating a brand using digital communications? What does digital communication do to a brand? Consider the digital communication elements and assess the problems which may arise from it’s use in this way!

17. Format : Presentation Slides Speaker Notes 12 Slides MAXIMUM 2,000 Words MAXIMUM Task Two – Creating and implementing integrated digital communications 50% weighting Outlines & sets the Context Addresses the KEY Assessment criteria – main body of the task

18. Summary Two Tasks : Integrated Communications (50%); Creating and implementing integrated digital communications (50%). Address the assessment criteria provided on pages 9 and 12 respectively of the assignment brief. Understood the required format for each task and associated word/ page count(s). Read and fully understood ALL of the guidance notes provided especially around plagiarism and collusion and the +10% tolerance on the word count, it is your responsibility!

19. Good luck and thank you for listening!