2. Implementing Digital Campaigns Clive Whysall CAM Examiner Assignment brief December 2013 / March 2014

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

4. Introduction 3 Tasks i. Digital Concepts (25% weighting). ii. Project Delivery, campaign management and control (50% weighting). iii. Future Trends (25% weighting). Please read the assignment brief in FULL before you commence, this includes all of the guidance notes.

5. Task One – Digital Concepts 25% weighting Context - “Your manager has asked you to research the role of online advertising in digital campaigns. The research needs to focus on how online adverts are currently being used, and also make recommendations for the future.” Online advertising Digital campaigns Future recommendations Current use

6. Main Body: Definition of ‘online advertisement’. Explanation of the meaning of interstitials, banner ads and network ads, and assessment of how these approaches can support digital campaigns. Description of the benefits and disadvantages of network adverts for advertisers and for sites which allow their space to be used for such communications. Recommendation of how one form of online advertisement could be used by the organisation in the future. Task One – Digital Concepts 25% weighting 12 slides MAXIMUM1,250 words for speaker notes + upto 6 screen shots

7. Main Body: Definition of ‘online advertisement’. Explanation of the meaning of interstitials, banner ads and network ads, and assessment of how these approaches can support digital campaigns. Description of the benefits and disadvantages of network adverts for advertisers and for sites which allow their space to be used for such communications. Recommendation of how one form of online advertisement could be used by the organisation in the future. Task One – Digital Concepts 25% weighting 12 slides MAXIMUM1,250 words for speaker notes + upto 6 screen shots Clear, succinct definition of what it is!

8. Main Body : Definition of ‘online advertisement’. Explanation of the meaning of interstitials, banner ads and network ads, and assessment of how these approaches can support digital campaigns. Description of the benefits and disadvantages of network adverts for advertisers and for sites which allow their space to be used for such communications. Recommendation of how one form of online advertisement could be used by the organisation in the future. Task One – Digital Concepts 25% weighting 12 slides MAXIMUM1,250 words for speaker notes + upto 6 screen shots Explain each in turn… …then assess how each could support a digital campaign!

9. Main Body: Definition of ‘online advertisement’. Explanation of the meaning of interstitials, banner ads and network ads, and assessment of how these approaches can support digital campaigns. Description of the benefits and disadvantages of network adverts for advertisers and for sites which allow their space to be used for such communications. Recommendation of how one form of online advertisement could be used by the organisation in the future. Task One – Digital Concepts 25% weighting 12 slides MAXIMUM1,250 words for speaker notes + upto 6 screen shots Describe the benefits, what are they? What are their disadvantages? Consider their drawbacks, do they pose any risk to advertisers and sites?

10. Main Body: Definition of ‘online advertisement’. Explanation of the meaning of interstitials, banner ads and network ads, and assessment of how these approaches can support digital campaigns. Description of the benefits and disadvantages of network adverts for advertisers and for sites which allow their space to be used for such communications. Recommendation of how one form of online advertisement could be used by the organisation in the future. Task One – Digital Concepts 25% weighting 12 slides MAXIMUM1,250 words for speaker notes + upto 6 screen shots Justify why are you recommending this form, what is your recommendation based on, is it supported?

11. Format : Presentation Slides Speaker Notes 12 Slides MAXIMUM 1,250 Words MAXIMUM Task One – Online Research 20% weighting Outlines & sets the context Addresses the KEY Assessment criteria – main body of the task + upto 6 screen shots

12. Context - “Produce a blog and then a briefing paper that describes the procedure of creating the blog and interpreting the findings.” Design, create and launch a Blog Analyse the blogs traffic Briefing paper Task Two – Project delivery, campaign management and control 50% weighting Interpret findings

13. Task Two – Project delivery, campaign management and control 50% weighting Main Body: Production and implementation of the blog and analysis of the traffic with at least one screen shot of the blog. Identification of the advantages and disadvantages of using a corporate blog as a communications tool. Identification of two organisational resources needed to create and deliver this type of digital campaign. Definition of two communications objectives for this type of digital campaign. Description of the procedures followed to develop the blog and to apply analytics to it. Identification and evaluation of three important types of information (key performance indicators, or KPIs) given by the analytics dashboard. Recommendations for improving the blog and the information received.

14. Task Two – Project delivery, campaign management and control 50% weighting Main Body: Production and implementation of the blog and analysis of the traffic with at least one screen shot of the blog. Identification of the advantages and disadvantages of using a corporate blog as a communications tool. Identification of two organisational resources needed to create and deliver this type of digital campaign Definition of two communications objectives for this type of digital campaign. Description of the procedures followed to develop the blog and to apply analytics to it. Identification and evaluation of three important types of information (key performance indicators, or KPIs) given by the analytics dashboard. Recommendations for improving the blog and the information received. Design, build and launch your blog! Embed analytics into the blog… Based on the blog and using the analytics embedded, provide analysis on the traffic to your blog. Provide one screen shot of your blog within your briefing document along with a link to the blog itself.

15. Task Two – Project delivery, campaign management and control 50% weighting Main Body: Production and implementation of the blog and analysis of the traffic with at least one screen shot of the blog. Identification of the advantages and disadvantages of using a corporate blog as a communications tool. Identification of two organisational resources needed to create and deliver this type of digital campaign Definition of two communications objectives for this type of digital campaign. Description of the procedures followed to develop the blog and to apply analytics to it. Identification and evaluation of three important types of information (key performance indicators, or KPIs) given by the analytics dashboard. Recommendations for improving the blog and the information received. Considering the functionality and the use of blogs, consider the advantages and disadvantages of using one as a communications tool.

16. Task Two – Project delivery, campaign management and control 50% weighting Main Body: Production and implementation of the blog and analysis of the traffic with at least one screen shot of the blog. Identification of the advantages and disadvantages of using a corporate blog as a communications tool. Identification of two organisational resources needed to create and deliver this type of digital campaign. Definition of two communications objectives for this type of digital campaign. Description of the procedures followed to develop the blog and to apply analytics to it. Identification and evaluation of three important types of information (key performance indicators, or KPIs) given by the analytics dashboard. Recommendations for improving the blog and the information received. So, given the first elements of this task, what two organisation resources are needed to create and deliver the blog? Who was required, what was needed?

17. Task Two – Project delivery, campaign management and control 50% weighting Main Body: Production and implementation of the blog and analysis of the traffic with at least one screen shot of the blog. Identification of the advantages and disadvantages of using a corporate blog as a communications tool. Identification of two organisational resources needed to create and deliver this type of digital campaign Definition of two communications objectives for this type of digital campaign. Description of the procedures followed to develop the blog and to apply analytics to it. Identification and evaluation of three important types of information (key performance indicators, or KPIs) given by the analytics dashboard. Recommendations for improving the blog and the information received. Create TWO SMART objectives for the campaign, so objectives for communications.

18. Task Two – Project delivery, campaign management and control 50% weighting Main Body: Production and implementation of the blog and analysis of the traffic with at least one screen shot of the blog. Identification of the advantages and disadvantages of using a corporate blog as a communications tool. Identification of two organisational resources needed to create and deliver this type of digital campaign Definition of two communications objectives for this type of digital campaign. Description of the procedures followed to develop the blog and to apply analytics to it. Identification and evaluation of three important types of information (key performance indicators, or KPIs) given by the analytics dashboard. Recommendations for improving the blog and the information received. What steps were followed to create the blog, so consider what had to be done from conception through to delivery! What did you have to do in order to have the analytics program applied?

19. Task Two – Project delivery, campaign management and control 50% weighting Main Body: Production and implementation of the blog and analysis of the traffic with at least one screen shot of the blog. Identification of the advantages and disadvantages of using a corporate blog as a communications tool. Identification of two organisational resources needed to create and deliver this type of digital campaign Definition of two communications objectives for this type of digital campaign. Description of the procedures followed to develop the blog and to apply analytics to it. Identification and evaluation of three important types of information (key performance indicators, or KPIs) given by the analytics dashboard. Recommendations for improving the blog and the information received. Select THREE important types of information, so KPI’s and evaluate them in turn, so consider what they do and don’t tell you! Are they reliable? What conclusions can/ cannot be drawn and why?

20. Task Two – Project delivery, campaign management and control 50% weighting Main Body: Production and implementation of the blog and analysis of the traffic with at least one screen shot of the blog. Identification of the advantages and disadvantages of using a corporate blog as a communications tool. Identification of two organisational resources needed to create and deliver this type of digital campaign Definition of two communications objectives for this type of digital campaign. Description of the procedures followed to develop the blog and to apply analytics to it. Identification and evaluation of three important types of information (key performance indicators, or KPIs) given by the analytics dashboard. Recommendations for improving the blog and the information received. Justify the recommendations, so what will improve the blog? How do you know? What tells you this? Where has it come from?

21. Task Two Format : BRIEFING PAPER 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. 1,500 words MAXIMUM – excluding tables and schedules. 8 Screen shots

22. Task Two Format : BRIEFING PAPER 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. 1,500 words MAXIMUM – excluding tables and schedules. 8 Screen shots Consider placing some the content into tables, this will help maximise the word count allocation whilst providing clarity and structure around the main body of the report! Tone!

23. Task Three – Future Trends 25% weighting Context - “As an assistant to the Marketing Manager, you are required to produce a report to explain likely future developments in the sphere of digital communications, and to recommend what implications these have for the organisation”. Report Future developments Digital communications

24. Task Three – Future Trends 25% weighting Main Body: Description and evaluation of online group buying. Explanation of how online group buying has been used or how it could be used in the chosen market sector. Description of the meaning of ‘crowdsourcing’ and how it could be used in campaign planning and/or execution in the chosen market sector. Recommendation of how one group-related marketing tool could be used by the organisation in the future.

25. Task Three – Future Trends 25% weighting Main Body: Description and evaluation of online group buying. Explanation of how online group buying has been used or how it could be used in the chosen market sector. Description of the meaning of ‘crowdsourcing’ and how it could be used in campaign planning and/ or execution in the chosen market sector. Recommendation of how one group-related marketing tool could be used by the organisation in the future. Describe what group buying is then evaluate it, so consider the relative key strengths and weaknesses of group buying.

26. Task Three – Future Trends 25% weighting Main Body: Description and evaluation of online group buying. Explanation of how online group buying has been used or how it could be used in the chosen market sector. Description of the meaning of ‘crowdsourcing’ and how it could be used in campaign planning and/ or execution in the chosen market sector. Recommendation of how one group-related marketing tool could be used by the organisation in the future. So, explain how it could be used or is used in your sector, not necessarily your organisation!

27. Task Three – Future Trends 25% weighting Main Body: Description and evaluation of online group buying. Explanation of how online group buying has been used or how it could be used in the chosen market sector. Description of the meaning of ‘crowdsourcing’ and how it could be used in campaign planning and/ or execution in the chosen market sector. Recommendation of how one group-related marketing tool could be used by the organisation in the future. What is crowdsourcing, what does it mean to crowdsource? Consider how you could utilise crowdsourcing in your sector either in planning or execution.

28. Task Three – Future Trends 25% weighting Main Body: Description and evaluation of online group buying. Explanation of how online group buying has been used or how it could be used in the chosen market sector. Description of the meaning of ‘crowdsourcing’ and how it could be used in campaign planning and/ or execution in the chosen market sector. Recommendation of how one group-related marketing tool could be used by the organisation in the future. Considering the group related marketing tools, make a clear, justified recommendation of how ONE could be used in the organisation in the future.

29. Task Three 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. 1,250 words MAXIMUM – excluding tables and schedules. 6 Screen shots

30. Task Three 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. 1,250 words MAXIMUM – excluding tables and schedules. 6 Screen shots Consider placing some the content into tables, this will help maximise the word count allocation whilst providing clarity and structure around the main body of the report!

31. Summary Three Tasks : Digital Concepts (25%); Project delivery, campaign management and control (50%) and Future Trends (25%). Address the assessment criteria provided on pages 8, 13 and 17 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!

32. Good luck and thank you for listening!