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 2018
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 2017 and 2018, 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 – a 12-month integrated b2b marketing communications plan • Client -
Client! https://www.royalmailgroup.com/about-us Royal Mail plc is a postal service company in the United Kingdom, originally established in 1516. We are the only company that has the capability to deliver a one-price-goesanywhere, six days a week service on a range of letters and parcels to more than 29 million addresses across the UK. This is known as the ‘Universal Service’. The network is unrivalled in terms of size, coverage and geographical reach. On 15th October 2013 Royal Mail became a quoted company with shares traded on the London Stock Exchange. Its market capitalisation entry was ÂŁ3.3bn with more than 99% of its 150,000 UK employees holding shares in the company. The markets in which we operate are changing quickly. Our core delivery business comprises of UK Parcels, International and Letters (UKPIL). The Letters business, previously the mainstay, is in structural decline in the face of changing consumer behaviour and increased competition from digital advertising channels so pro-actively defending letters by reducing operational costs and growing marketing mail volumes is one of our key strategic priorities. https://www.theidm.com/TheIDM/files/e6/e64a16b9-5f5e-498d-a7fa-6b705d0f919a.pdf
Royal Main’s business challenge (1) • Increase direct mail revenue by encouraging the top 150 UK brand advertisers and top 150 UK marketing agencies to increase their use of direct mail in their integrated communications campaigns when targeting young people.
We still need direct main … • Whilst the positive adoption of all things ‘digital’ has been well documented, marketing issues have emerged, such as how to stand out and cut through the digital clutter or negative feelings as top brands unwittingly advertise on pornographic and extremist web sites or intrusion with disruptive retargeting techniques. Against this background, recent articles have suggested that innovative direct mail campaigns can help generate more engagement and revenue especially when combined with digital marketing communications tools. • Direct Mail is a highly effective advertising media that enables marketing to people on a one-to-one basis with targeted, personalised, creative, timely and relevant communications, capable of monitoring and measurement. • When used in combination with other channels, direct mail can significantly improve overall campaign performance. An article in March 2017 by Logixal, referred to direct as ‘The Comeback Kid’ as it proved to ‘be quite the star when it comes to cut-through in clients’ campaigns’.
Royal Main’s business challenge (2) • Generate business leads by driving traffic to Royal Mail’s Mailmen portal (?), encouraging prospects to download direct mail reports and engage with content.
• Royal Mail are seeking to raise awareness of the power of direct mail, to affect a result when targeting a younger demographic of 18–25 year olds.
Client!
https://vimeo.com/47524229 https://www.theidm.com/TheIDM/files/e6/e64a16b9-5f5e-498d-a7fa-6b705d0f919a.pdf
Client’s Customer - Audience This is a business to business marketing (b2b) campaign. • The target audience are the creators of marketing campaigns and their clients:
– The top 150 UK agencies by advertising spend in 2016. – The top 150 brands by advertising spend in 2016 whose products and services are aimed at a younger demographic of 18–25 year olds.
• Specifically, these will be account handlers and planners in agencies and marketing managers/heads of marketing in client organisations. https://www.theidm.com/TheIDM/files/e6/e64a16b9-5f5e-498d-a7fa-6b705d0f919a.pdf
Campaign Objective: • To convert 6% of the 300 target companies to testing an increase of direct mail in campaigns during the first 12 months of the campaign. • By achieving this you should also aim to: – Raise awareness amongst marketers of the value of including direct mail in marketing campaigns that target young people. – Convince advertisers and media planners that direct mail can drive behavioural change amongst the younger audience; i.e. drive web searches etc. – Inspire marketing and advertising practitioners in both advertisers and their agencies, to always consider direct mail as part of their media planning.
http://www.theidm.com/getmedia/e8e4288f-6007-4ba5-9efc-9b4caf9ad517/Final-Competition-Brief-Issue2.
YOU You as a group/team – Digital Agency
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assign yourselves to a team of 4-5 individuals by Monday 5th Feb 2018), post on myBU Declare Team Leader’s and Team’s names in week 2 workshops or email by 9th Feb 2018 at ebolat@bournemouth.ac.uk
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) Non-submission of SPA will result in penalty (5 marks deducted)!
The marketing communications plan: Overview • Main objective of the plan/campaign – a 12 month integrated b2b marketing communications plan to convert 6% of the target companies and make recommendations for year 2. A successful roll out using direct mail across an increased number of campaigns will yield an average of £30,000 additional postal revenue for Royal Mail. This will be measured using in house sales reporting and overlaid with WARC figures on advertiser spend and agency earnings. Marketing budget of £500,000 Questions to consider and showcase: – The emphasis is therefore on the quality rather than the quantity of leads you produce. – Demonstrate a clear understanding of target audiences (advertisers and media planners) and how the Client can increase target audiences’ understanding of mail and buy-ins to adopt it within their campaigns. – Given that target audeinces’ clients will be marketing to the 18-25 demographic, primary research into this age group’s attitude to direct mail and its relevance to them should inform your campaign.
Deliverables! 1. An elevator pitch video: – Maximum 3 minutes – Captures essence of the campaign: main creative ideas and approach – 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! 2. An executive summary: – maximum 500 words – captures the essence of your campaign idea and recommended execution – highlight the key themes and outputs of your campaign so the reader can gain a quick understanding of your creative idea, execution and forecasted results – Submit your executive summary together with the link to the Elevator Pitch video in a single pdf file. – Hook to the report: Impact!
Deliverables! 1. A report: i. A brief marketing audit ii. Campaign Marketing objectives (SMART) iii. Database development, targeting and segmentation profiling iv. A brief testing plan for key campaign elements v. A detailed 12-month communications plan with budget vi. A creative strategy with examples vii. Brief recommendations for year 2 of the campaign viii. A detailed marketing budget by covering the campaign period to achieve a maximum Return on Investment (ROI). This section should also include KPI’s and relevant tools to explain how you will measure and evaluate the campaign.
Deliverables! 1. A report (cont): – 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 – The title page must contain the following information (in the order listed below) – Name of Campaign – Team Name
– Each report should have a contents page – Creative samples may be included in the appendices. You may prepare their own artwork (colour or black and white). Computer graphics are acceptable if produced by a student on the team but teams will not be penalised for submitting “roughs”/sketches. Photography undertaken by team members is also permissible – Reports should be named “competition-entry-team name.pdf” (eg. competitionentry-student team.pdf) and submitted as a single PDF document containing both the main text and the appendices.
Mandatories!!! • Royal Mail has no direct control over the pricing of postal services as this is a regulated business. Your recommendations should therefore avoid anything in the pricing area as this will be impossible to implement. • IMPORTANT: All materials presented in this brief are covered by copyright and cannot be copied or used for anything other than the educational and the IDM Student Marketing Competition 2018 purposes without the express permission of Royal Mail. All the materials provided are confidential and are only for the use of academics and students in the context of the competition and for teaching purposes. • All queries regarding the competition must be made in the first instance to the unit leader who can then contact the IDM’s Employability Department. Royal Mail must not be approached about the brief.
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 + executive summary – Turnitin submission • 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 boxes/folders. Team leader is in charge of group deliverables submission.
Deadline(s) 1st May 2018 (noon)
Team leaders are to submit group reports via Turnitin submission box, myBU
4th May 2018 (noon)
Team leaders are to submit links to elevator pitch videos, executive summaries via Turnitin submission box, myBU
4th May 2018 (noon)
All students to submit Self and Peer Assessment via UGrade, myBU (Appendix A)
14th May – 16th May 2018
Unit leader (Course Tutor) and other tutor will determine reports eligible for the entering the competition and provide feedback on strenghtening the competition entry
17th May – 18th May 2018
Team leaders of the eligible outputs are to be notified
25th May 2018 (midnight)
Final closing date for receipt of entries at the IDM. Team leaders of the selected team are to register and upload entry via IDM website
late June 2018
Shortlisted teams are notified on decision and invited to pitch
11thJuly 2018****
Shortlisted teams are invited to pitch to the client and annual awards ceremony in central London.
w/c 16th 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 16th April, w/c 30th April, w/c 14th May 2018.
First/High First (70%+)
Upper Second (60-69%)
Lower Second (50-59%)
Third – Pass (40-49%)
Fail (0-39%)
% Weighting
Criterion An Elevator Pitch Video Content of the video. Work should provide a condensed ‘snapshot’ of your whole campaign, and have great impact by grabbing attention of the audience.
Creative/original content communicates the storyboard in a logical, meaningful and effective. Demonstrate high level of synthesis of material with further reference to a full report. Follows BU ethical guidelines (where appropriate) and uses BU plagiarism and referencing to present assets and storyboard. Execution of the video. Excellent video which contains creative Work should be of reasonable materials presented by showing flow quality to communicate message and progression. Presentation and clearly and where appropriate organisation of work is of a very high creatively. standard (high quality sound), likely to be highly stimulating (i.e. using animation technology). Supporting evidences and creative materials are well selected, collated, presented and support decisions and recommendations that are made in a full report.
Storyboard is location and meaningful. Demonstrate good level of synthesis of material with further reference to a full report. Follows BU ethical guidelines (where appropriate) and uses BU plagiarism and referencing to present assets and storyboard.
Storyboard demonstrates reasonable structure. Follows BU ethical guidelines (where appropriate) and uses BU plagiarism and referencing to present assets and storyboard.
Storyboard is inconsistent and lacking in sequential flow. Little supporting evidences and creative materials are used. BU ethical guidelines (where appropriate) and BU plagiarism and referencing guidelines are followed and applied inconsistently.
Storyboard is weak and lacking structure. Materials are incoherent. No supporting evidences and creative materials are used. BU ethical guidelines (where appropriate) and BU plagiarism and referencing guidelines are not followed and applied. Good video which contains creative Presentation and organisation of work Presentation and organisation of work Presentation and organisation of materials presented by showing flow and is of a reasonable standard (reasonable is of a poor standard (poor quality work is of a really poor standard progression. Presentation and quality sound). Video is easy to watch sound). Video is hard to watch and (really poor quality sound). Video organisation of work is of a very good and follow through. Supporting follow through. Supporting evidences is hard to watch and understand. standard (good quality sound), likely to be evidences and creative materials and creative materials are not linked to No linkages with a full report are engage audience throughout the duration support recommendations that are recommendations that are made in a evident. of a video. Supporting evidences and made in a full report. full report. creative materials are well selected, collated, presented and support decisions and recommendations that are made in a full report.
Marking Scheme
10%
5%
An Executive Summary Impactful presentation of key content. Work should capture the essence of your campaign idea, recommended execution and forecasted results.
Excellent representation of the campaign idea and recommended execution. Supporting ideas and facts are well selected and presented to highlight the key themes and outputs of the campaign so the reader can gain a quick understanding of creative idea, execution and forecasted results.
Good representation of the campaign idea and recommended execution. Supporting ideas and facts highlight the key themes and outputs of the campaign so the reader can gain a quick understanding of creative idea, execution and forecasted results.
Representation of the campaign idea and recommended execution of a reasonable standard. Key themes and outputs are presented but in a fragmented manner. No reference to execution and forecasted results is provided.
Representation of the campaign idea and recommended execution of a poor standard. No themes and/or outputs are presented. No reference to execution and forecasted results is provided.
Representation of the campaign idea and recommended execution of a really poor standard. No themes and/or outputs are presented. No reference to creative idea, execution and forecasted results is provided.
5%
A Report Marketing audit. Work should show a good understanding of academic theory in relation to situational analysis. Relevant theoretical principles, models and frameworks need to be identified and applied to underpin the key facts are presented. Work should show an appropriate application of critical analysis using different areas of knowledge. Campaign Marketing objectives (SMART). Objectives statements should be formulated using SMART principles should derive from the results of marketing audit and should be interlinked. Database development, targeting and segmentation profiling. Relevant theoretical principles, models and frameworks need to be identified and applied to underpin the key decisions and recommendations that are made in regards to targeting, segmentation and profiling.
Demonstrate the use of variety of theoretical principles, models and frameworks with competent and confident application that is clearly evident in the key facts that are presented. Demonstrate very high level of critical appraisal and judgement in analysis, evaluation and synthesis of material.
Demonstrate the use of theoretical principles, models and frameworks with sound application that is clearly evident in the key facts that are presented. Critical judgement and analysis are present.
Demonstrate the use of theoretical models, principles and frameworks with a reasonable application that is evident in the key facts that are presented. Work shows basic level of critical judgement and analysis.
Theoretical models, principles and frameworks are used with little understanding in applying academic theory to provide appropriate responses to a given problem. Work is descriptive with little evidence of debate but shows basic level of analysis.
Little or no evidence of reading/research and ability to relate theory to practice. Work is descriptive and shows little or no evidence of analysis.
5%
Excellent list of SMART objectives which derive from the marketing audit and represent a set of cohesive interlinked statement.
Good list of SMART objectives which derive from the marketing audit.
Objectives are well formulated but not fully compliant with SMART principles. It is clear how marketing audit informs objectives formulation, however, objectives are not interlinked.
Objectives are poorly formulated (using 1-2 SMART principles). It is unclear how marketing audit informs objectives formulation.
5%
Demonstrate the use of variety of theoretical principles, models and framework with competent and confident application that is clearly evident in the key decisions and recommendations that are made in regards to targeting, segmentation and profiling.
Demonstrate the use of theoretical principles, models and framework with sound application that is clearly evident in the key decisions and recommendations that are made in regards to targeting, segmentation and profiling.
Demonstrate the use of theoretical models, principles and framework with a reasonable application that is evident in the key decisions and recommendations that are made in regards to targeting, segmentation and profiling.
Theoretical models, principles and framework are used with little understanding in applying academic theory to provide appropriate responses to targeting, segmentation and profiling.
Objectives are very poorly formulated (no SMART principles are utilised). No linkage is evidence among objectives as well as no connection is evident between objectives and marketing audit. Little or no evidence of reading/research and ability to relate theory to practice in regards to targeting, segmentation and profiling.
A brief testing plan for key campaign elements. A brief plan outlining control and evaluation activities linked back to marketing audit, objectives, strategy and detailed plan with
An excellent plan which can be clearly implemented and logically links all elements of the campaign within testing scenarios.
The plan is realistic and implementable, elements are integrated within the campaign-testing scenario.
The plan is well justified but may need further thought with regard to implementation. Elements of the campaign are fragmented with the testing scenario.
The marketing communications plan seems arbitrary or abstract. Elements of the campaign are fragmented within the testing scenario.
The marketing communications plan is fragmented, disjointed and not realistic. No campaign links among elements is established within the testing scenario.
10%
5%
ATTENTION!
Submit SPA form individually online via myBU by 12 noon on 4th May 2018 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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