Briefing session for the assessment Digital (Interactive) Marketing (Lecture 1.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
Learning Outcomes • To understand the examination element of the DIM’s assessment • To understand the coursework assessment for the DIM
Digital Interactive Marketing Assessment • Coursework – 50% (ILOs 3 and 4) Group grade given by tutors BUT individual mark is assigned (moderation of the group grade by the SPA)
• Exam – 50% (ILOs 1 and 2)
Digital Interactive Marketing Assessment - Exam 50% (ILOs 1 and 2) Exam date – (2 hours 30 min) 2 sections (A & B) Each section has 4 questions You are required to respond to 2 questions from EACH section – 4 questions in TOTAL • Section A – 30 marks maximum for each answer (60 marks maximum in total) • Section B – 20 marks maximum for each answer (40 marks maximum in total) • • • • •
Digital Interactive Marketing Assessment • Coursework – 50% (ILOs 3 and 4) Group grade given by tutors BUT individual mark is assigned (moderation of the group grade by the SPA)
• Exam – 50% (ILOs 1 and 2)
Digital Interactive Marketing Assessment Coursework
IDM Student Marketing Competition 2017
Competition - overview • Annual event, organised by the IDM (http://www.theidm.com ) and sponsored by the client • Benefits to you: “ - Priceless, real-life campaign experience; - A taste of what it's like to create a marketing brief for a top brand/client; - A great boost for your CV - the competition is widely recognised and will give you the edge over other graduate candidates.” (IDM 2016 and 2017, , https://www.theidm.com/employability-schemes/for-students/idm-student-market ing-competition #)
IDM Student Competition 2016
IDM Student Competition 2016
https://www.theidm.com/TheIDM/files/62/62486afb-009e-4f5a-a e06-e24f44d0b7a3. pdf
What? • Task - the digital marketing consultancy project • Deliverable – the marketing communications plan/campaign • Client -
Client! http://www.economist.com/
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client! • Themes: diverse (e.g. science, tech, art) • Value proposition: “clear analysis of the issues that lie behind each week’s global stories” • Product: weekly newspapper “with a distilled view of world affairs that is intelligent, insightful and thought-provoking” • Key message:
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client! • History (1843 launched)! • Underpinning: Independent and ‘fierce’ editorial stance, strong jounralistic point of view, and challenging • Readers: JFK, Mandela, Obama
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client!
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client!
Client’s Brand Values Genderneutral
• A smart guide to the forces that shape the future • A trusted filter on world affairs • An advocate for positive change • Giving a global perspective • Quality our readers are willing to pay for http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client’s Customer - Audience • Core readers – ‘Globally curious’ • Segmentation/profiling – psychographic, not demographic • Diverse demographic profile “They are people who want to change the world, not rule it” http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client’s Customer - Audience Key Characteristics: – Facing forward, looking outward; – Independent thinkers, not tribal about political ideology; – Keenly interested in events and places beyond their national boundaries; – Keeping up with developments in technology; – Creative, optimistic, liking a challenge; – Professionally driven and materialistic; – But also ethical and happy to volunteer to help others http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client’s Customer - Audience
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client’s Customer - Audience
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client’s Customer - Audience
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client’s Customer - Audience
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Client’s current Marketing Focus and Message! • Shattering misconceptions: associated with the title, with the audience • Storytelling with the reader taking acting part • The Economist – ‘intellectual home’
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Brief! Challenge! “The Challenge in a Nutshell: get more women to read and subscribe to The Economist”. Independent research indicates: “the nonreaders believe the Economist has masculine traits” – it is traced in marketing messaging:
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Brief! Challenge! “The Challenge in a Nutshell: get more women to read and subscribe to The Economist”. The Economist’s data indicates: “Women are 10% less likely to respond to the Economist’s advertising and 50% less likely to buy it”
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Brief! Challenge! “The Challenge in a Nutshell: get more women to read and subscribe to The Economist”. The Economist’s data indicates:
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Brief! Challenge! Despite: Core values – gender-neutral Female editor - Zanny Minton Beddoes Pro-equality content
Key aim: to narrow the gender gap!
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
Campaign Objective! To continue to grow the UK subscriber base while increasing the percentage of female subscribers from 29% to 40% by the end of 2017.
YOU You as a group/team – Digital Agency assign yourselves to a team of 4-5 individuals by Monday 13th Feb 2017), post on myBU
- Email Team Leader’s and Team’s names after that You as an individual - required to take an active role in planning, developing, presenting and documenting the marketing communications plan a group grade is given by tutors BUT individual mark is assigned (moderation of the group grade by the SPA)
The marketing communications plan: Overview • Main objective of the plan/campaign – To continue to grow the UK subscriber base while increasing the percentage of female subscribers from 29% to 40% by the end of 2017. A direct and digital marketing strategy to contribute at least 2500 new subscribers Marketing budget of £500,000 excluding VAT
– – – – –
Questions to consider and showcase: It is important to keep your main focus on the acquisition of new subscribers to grow the size of the base and redress the gender balance long term. A clear understanding of target audience Brand appeal increase + Increased conversion! Storytelling! Good story!
Deliverables! 1. An elevator pitch video: – Maximum 3 minutes – A condensed ‘snapshot’ of your whole campaign – Captures essence of the campaign – Hook to the report: Impact! – Video or animated presentation – No need to submit actual file but upload on e.g. YouTube, Vimeo or Prezi – Include team name within the video
Deliverables! 1. A report: – The key challenges the brand will have to overcome to achieve the main objective, for example, brand, culture, audience or competitor barriers. It is strongly recommended for you to undertake your own consumer and market research to inform this. – Direct and digital strategy, including objectives, acquisition strategy (including data targeting and segmentation) and a communication plan with your proposed weight of paid, earned and owned media. – Distribution of the marketing budget over the campaign period / by channel to get a maximum Return on Investment (ROI). – Your big campaign idea and creative recommendations - How are the Economist going to create a significant step-change while remaining true to their core brand values? Will there be a ripple effect of your activity and how might the Economist benefit from this? – KPIs and recommended measurement.
Deliverables! 1. A report (cont): – Test and learn plan, including how the Economist could use the UK pilot to inform global roll-out. – High level considerations for retention of new female subscribers in Years 2 and 3. Your budget for Year 1 activity is £500,000 excluding VAT. Please make recommendations for how your plan should roll out in year’s 2 and 3. – Word count for the report is 5000 words (excluding tables, appendices, figures and references) – No more than 22 sides of A4 for the main text plus up to 15 pages (max.) of appendices (relevant supportive information and creative ideas). – It should be presented in PDF format and include details of your team name on all pages.
Mandatories!!! • You cannot change or affect the editorial content in any way and this should not be considered as part of your response. However, you do have the flexibility to package together existing content and tailor / recommend content for specific audiences. • To be clear, this isn’t about turning The Economist into The Economiss - they do not want a campaign that is patronising or demeaning to women in any way. • The Economist does not want to affiliate itself with a specific cause or political body e.g. The Women’s Equality Party. • The Economist also doesn’t want to compromise the integrity of their Editor, Zanny Minton Beddoes, so do not use her as a figurehead in your creative recommendations. • This brief is for a UK pilot only, running from Jan 2017 to Dec 2017. • Ensure your strategy is compliant with data protection laws – we recommend you include key considerations as part of your response.
Submission details • Word format report submission via Turnitin – full details are in the Coursework brief, section “4.Submission details / parameters / competition schedule” • Link to the elevator pitch video • Campaign report (word count – 5000 words (excluding executive summary, tables, appendices, figures and references) - no more than 22 sides of A4 for the main text (excluding contents page) plus up to 15 pages of appendices (relevant supportive information and creative ideas). • How to submit – online, via myBU, Assessment tab, Turnitin submission box/folder. Team leader is in charge of submission.
Deadline(s) 3rd May 2017 (noon)
Team leaders are to submit a reports and the link to elevator pitch videos via Turnitin submission boxes, myBU.
3rd May – 4th May 2017
Unit leader (Project Supervisor) and tutors will determine reports eligible for the entering the competition.
4th May 2017
Team leaders of the eligible report are to be notified.
4th May 2017 (noon)
All students to submit Self and Peer Assessment via UGrade, myBU (Appendix A).
5 May 2017 (noon)
Final closing date for receipt of entries at the IDM. Team leaders of the selected team are to register and upload entry at theidm.com/studentcomp.
w/c 5 June 2017
Top five entries selected for client review.
w/c 12 June 2017
Finalist teams invited to pitch.
29th June 2017
Finalists pitch to the client.
29th June 2017
Annual awards ceremony in London.
th
w/c 24th April each individual team will be given an opportunity to present your creative ideas to the teaching team. Use this opportunity to develop your ideas further.
Please note, no teaching classes take place w/c 24th April, w/c 1st May, w/c 15th May 2017.
Marking Scheme
ATTENTION!
Submit SPA form individually online via myBU by 12 noon on 4th May 2017 Individuals who fail to complete/submit the SPA form will be penalised!
Self• Award yourself a mark out of 10 • Reflect on both the quality and quantity of your input: 8 and above out of 10 I made an outstanding contribution to the assignment 7 out of 10 My contribution was greater than most members of the group 6 out of 10 My contribution was about the same as other members of the group 5 out of 10 I contributed a little less than most members of the group 4 out of 10 I contributed much less than most other members of the group less than 4 I contributed little, if anything, to the assignment
Peer• Award a mark out of 10 to each other member of the assignment group • Reflect on both the quality and quantity of each individual’s input: 8 and above out of 10 Student X made an outstanding contribution to the assignment 7 out of 10Student X’s contribution was greater than most members of the group 6 out of 10Student X’s contribution was about the same as other members of the group 5 out of 10Student X contributed a little less than most members of the group 4 out of 10Student X contributed much less than most other members of the group less than 4 Student X contributed little, if anything, to the assignment
Demonstration of GROUP mark adjustment
Please NOTE Rules! ‼ Marks are relative, not absolute! ‼ Marks will be used to modify the overall group mark upwards or downwards to arrive at final individual marks. ‼ Tutors reserve the right to make appropriate and reasonable adjustments on the basis of academic judgement; tutors reserve the right to require any group or individual to justify marks. ‼ Any student wishing to award a mark of less than 4 or more than 8 must speak to tutors. ‼ Any student(s) suspected of abusing this system will be required to meet with tutors to explain.
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