Campaign Assignment overview:
The goal of this assignment is to use the breadth of knowledge from CMGT 510 in constructing a successful campaign. You will likely use an existing organization (business, charity, cause, etc.), however, you are welcome to work on a campaign to launch a new organization or cause. The emphasis is on the strategic design of the campaign rather than actual artistic artifacts (Artists can simply be hired to carry out your vision!). Based on what you know about theories or processes (e.g., humor, fear, etc.), propose a new campaign or an extension of an existing campaign (Some existing campaigns are successful already, but can be adapted to new audiences or new channels). You should specify which channels are used, who the target groups are, the type of appeals, etc. Please note that the intended audience for this proposal would be decision makers. Therefore, the proposal should be persuasive per se.
Learning objective:
The course syllabus states “When you have completed this course, you should be able to employ persuasion techniques to improve the effectiveness of campaigns.” This assignment will demonstrate that you have completed that learning objective. Please note that in Bloom’s taxonomy of learning, to create is at the pinnacle of the hierarchy. If you can create an effective campaign and explain why it will be effective, you will demonstrate all of the levels of learning (to remember, to understand, to apply, to analyze, to evaluate, and to create).
Grading:
Grading will be based on 1) the persuasiveness of the proposal, 2) the application of theory and concepts discussed in this course (you should be applying multiple concepts!) and 3) the quality of writing. Please note that writing errors can quickly lower your grade.
Conceptual outline:
I. Why is the campaign needed? Define the problem or opportunity and the campaign’s goals.
II. Proposal for a new campaign or new idea
III. What do you know about the target group (your receivers)?
IV. For this new campaign:
a) what is/are the message appeal(s) (e.g., logic, emotional)/ content?
b) who are the speakers or sources (e.g., celebrities, average people, experts, etc.)
c) which channels are used (e.g., TV, social media, google ads, websites, events, radio, internet, direct mail, experiential marketing, etc)
Note: As you describe the new campaign, persuade decision makers that the campaign will be effective based on theory.
In addition, please avoid the following problems which have occurred in the past:
- Failure to follow APA citation format (also remember to cite ORIGINAL theorist not
the text book. To find the original citation first check your syllabus, then the reference sections of your text, and failing that try changingminds.org)
2. Failure to indent paragraphs
3. Short choppy paragraphs (less than 3 sentences in length)
4. Rough transitions between paragraphs
5. Overuse of bullet points (APA format strongly discourages bullets)
6. Overuse of direct quotations (diminishes their effect)
7. Making a factual point without citing supporting evidence (i.e., Most smokers start smoking before the age of 18.)
8. Using the word “Introduction” – rather repeat the title on the inside page
9. Full justifying text – makes it very difficult to read
10. Failure to use one inch margins (all around)
11. Grammatical errors.
The final paper should be approximately 10-14 pages in length double-spaced in 12 point Times Roman Font (not counting references) with one inch margins.
General Notes
Our goals for the paper are primarily focused on campaign design. Therefore, while you should conduct an analysis of the target population, you do not need to include information about how you evaluate the success of your campaign. I am most concerned with you creating effective messages and figuring out which sources and channels would best reach your target population. On a personal note, please use headings for each of the sections.
- Statement of the Problem
Provide a description of what the problem(s) including an analysis of the root causes as well as steps that might be taken to address the problem. If there has previously been a campaign addressing this problem why is there a need for a new campaign? Are we extending it to a new population? Are we addressing a different part of the problem?
- Describe the target audience and define the Campaign Goals
Specifically state the goals of the campaign. The goals for you campaign should be relatively specific in terms of changing an attitude or encouraging a particular behavior. Think of the Ad Council PSA’s. Many of these promote specific behaviors or solutions rather than generally addressing the problem. For example, a campaign dealing with skin damage done by tanning might address a) wearing sunscreen and b) avoiding artificial tanning beds. Both are concrete specific steps that help address the root problem. For commercial products, it might be a specified increase in sales with a particular demographic.
- Describe your Campaign
Given the target audience and the campaign goals, how will you design your campaign? Go into detail about the design of the campaign and connect the underlying theory to explain your choices. With any campaign, there are variables that you can control and the variables that you cannot control. Given your goals and options available, describe and explain the strategy behind the campaign.
Campaign Designer Can Control These:
Source – the organizations that sponsors the campaign and the messenger (i.e. spokesperson) who delivers the messages. Can be characterized in terms of demographics (sex, age, etc.), credibility (expertise, trustworthiness), and attractiveness.
Message – themes, types of appeals (fear, guilt, etc.), evidence, repetition, etc. This is what Perloff labels “message factors”.
Channels – media used to transmit the message (social media, TV, billboards, etc.)
Campaign Designer Cannot Control This:
Receivers – attributes (physical or psychological), demographics (age, set, race, education, language, etc.), and abilities.
Outside Sources
There is no requirement for a minimum number of sources outside of what has been covered in the course. Use of outside sources will likely be useful in the statement of the problem (discussing real world context and reason for a new campaign). Outside sources might also be useful for gaining a better understanding of the intended audience of your campaign. In terms of theories, frameworks, and research to justify the design of your campaign, course concepts should be sufficient.
Campaign Final Presentation Overview
At the graduate level, students should learn from one another. Each of you will have completed an academically informed campaign. Learning what other students have done can bring new insights to your own understanding of the concepts. Moreover, students should not only possess a strong knowledge of persuasion, but students should be able to explain their own work in academically informed ways. Finally, the presentation will serve as a focus group of sorts. The final campaign proposal isn’t due until December 9th (before midnight). You need not have the paper actually written by December 2nd (due date for the presentations), but you should have a draft or at least a solid working outline. If you pay attention to the nonverbal feedback of your audience, you will likely get helpful information regarding how well you are explaining your campaign proposal. You can use that feedback as you complete your final written draft of the campaign proposal paper.
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