Reading Module 8 assignment

SMART/Creative Strategy Statement Assignment

Assignment Background

Over the course of the last several modules, we have gone over demographics, psychographics, brands, competition, etc. In this assignment, we are going to start putting everything together.

For this assignment, create a maximum of four (4) SMART objectives and develop a Creative Strategy Statement.

Assignment Components

1. Watch the video Setting Objectives provided in the module. With respect to your product, you are to determine:

1. Is this an awareness campaign? 2. Interest/Engagement campaign? 3. Activation campaign? 4. Conversion campaign? 5. Loyalty campaign?

Once you determine what type of campaign, you are then going to set your objectives.

2. Complete this section of the Copy Platform located in the Appendix of your textbook:

Submission

Submit one file in the appropriate module that includes the following:

1. What type of campaign are you aiming for? 2. What are your objectives for the campaign? 3. Why and how are your objectives meeting the SMART Criteria. 4. What is the CSS?

Additional Information

What are the criteria for SMART Objectives?

Specific—What exactly are we going to do for whom? The “specific” part of an objective tells us what will change for whom in concrete terms. It identifies the population or setting, and specific actions that will result. In some cases it is appropriate to indicate how the change will be implemented (e.g., through training). Coordinate, partner, support, facilitate, and enhance are not good verbs to use in objectives because they are vague and difficult to measure. On the other hand, verbs such as provide, train, publish, increase, decrease, schedule, or purchase indicate clearly what will be done.

Measurable—Is it quantifiable and can WE measure it? Measurable implies the ability to count or otherwise quantify an activity or its results. It also means that the source of and mechanism for collecting measurement data are identified, and that collection of these data is feasible for your program or partners.

Attainable/Achievable—Can we get it done in the proposed time frame with the resources and support we have available? The objective must be feasible with the available resources, appropriately limited in scope, and within the program’s control and influence.

Relevant—Will this objective have an effect on the desired goal or strategy? Relevant relates to the relationship between the objective and the overall goals of the program or purpose of the intervention. Evidence of relevancy can come from a literature review, best practices, or your theory of change.

Time bound—When will this objective be accomplished? A specified and reasonable time frame should be incorporated into the objective statement. This should take into consideration the environment in which the

change must be achieved, the scope of the change expected, and how it fits into the overall work plan. It could be indicated as “By December 2010, the program will” or “Within 6 months of receiving the grant,...”